An Introduction to Branding: USAID’s Graphic Standards...
Transcript of An Introduction to Branding: USAID’s Graphic Standards...
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An Introduction to Branding: USAID’s Graphic Standards Manual and Partner Co-Branding Guide 2016
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● USAID Graphic Standard Manual (March 2016): http://www.usaid.gov/branding
● ADS 320 (January 2015):
http://www.usaid.gov/policy/ads/300/320.pdf ● 2 Code of Federal Regulations (CFR) 700.16 (Marking):
http://www.ecfr.gov/cgi-bin/text-idx?SID=531ffcc47b660d86ca8bbc5a64eed128&mc=true&node=pt2.1.700&rgn=div5#se2.1.700_116
Primary Branding Resources
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Why We Brand
● Foreign Assistance Act of 1961: Requires assistance be communicated as American aid.
● Transparency to Host country: We have a responsibility to keep residents informed of what we are doing in their country.
● Accountability to American people: We have a responsibility to explain what we are doing with their tax dollars—how U.S. foreign assistance works, who benefits, and its impact.
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Branding vs. Marking
● Branding… is everything—how we communicate who we are,
what we do, what we stand for, what we strive to achieve. ● Marking… is the physical application of the USAID identity on
USAID-funded programs.
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What Branding Accomplishes
● Credibility ● Connection
● Affinity
● Reputation
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● AORs/CORs ● AOs/COs ● Development Outreach Communications specialists (DOCs) ● Bureau Communicators
Who’s Who at USAID: Branding Roles
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Follow the Funding
Acquisition (Contracts) ● Exclusive USAID branding and marking ● No corporate identities or logos allowed ● Follow USAID style for programmatic materials
Assistance (Cooperative Agreements & Grants) ● Co-branded and marked with the USAID identity ● Logos allowed under certain specific circumstances ● USAID style for programmatic materials does not apply
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Updated: Graphic Standards Manual and Partner Co-Branding Guide!
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What’s updated
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The Message Triangle
What? Achievable Goal
How? Unique Position
Why? Common Interest
We partner to end extreme poverty and promote resilient,
democratic societies while advancing our security and
prosperity.
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Logo Options • Three approved logos: two-color, black-only, and new white on photos/PPT/social media • Blue handclasp replaces black handclasp in two-color logo • Logo placement—doesn’t have to be upper left
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Color Options • New USAID blue • Additional secondary colors:
medium blue, new web blue, dark red, rich black, 3 warm grays
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Font Options • Still using Gill Sans for primary font family • New Gill Sans book weight • Garamond just for long printed publications • New free web font - Source Sans Pro
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Templates • Full list of templates to include: Powerpoint, factsheet, country profile, bio,
letterhead, and business card.
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Social Media Guidance ● We now have social media guidance for bureaus, offices, as well as
guidance for assistance/acquisition projects ● New guidance covers profile and banner photos
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Project Naming ● Guidance on project naming
● Acronyms, jargon, office/bureau names should not be used ● Under acquisition, program logos are prohibited
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Partner Co-Branding Guide
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What’s the same
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Still hasn’t changed…
• Exceptions and waivers process • Presidential initiatives branding • Contract/Acquisition branding • Grant/Assistance branding • Administrative materials
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Branding Rules: Special Cases
● Grants under contract: Grants under contracts, when authorized in accordance with ADS 320 must be branded and marked like grants (similar to public-private partnerships).
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Co-Branding
● Co-branding and co-marking mean that the program represents both USAID and the implementing partner, and the USAID Identity and implementer’s logo must both be visually equal size and prominence on program materials.
● Co-funding = co-branding and co-marking
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Co-Branding: Partnerships
● Presidential initiatives
● Public-Private Partnerships
● Programs, Projects, or Activities Funded through Agreements between Participating U.S.
Government Agencies or Other Donors and USAID (ADS 320.3.5.1 ) ● Bilateral Agreements (host country, e.g.) (ADS 320.3.5.2)
● Interagency agreements (ADS 306):
● International agreements (ADS 349):
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● Branding is everyone’s responsibility.
Keep in mind...
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● Issues of Noncompliance: COR/AOR’s responsibility to alert CO/AO, and then others (moving up the chain of branding POCs). For more info, see ADS 320.3.8).
Branding Problems
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Administrative Materials
Applies to Contracts (Acquisition) and Agreements (Assistance) ● May not use the USAID identity on business cards, letterhead, or any
other administrative materials. ● Consult ADS 320.3.1.5 for specifics
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Exceptions ● Granted during award negotiation ● Explain non-emergency reasons why marking certain programmatic deliverables is not advisable ● Determined by agreement or contract officer and should be incorporated into the marking plan
pre-award
Waivers ● Are circumstantial in nature. Granted when the USAID Principal Officer (usually the Mission
Director or AA if AID/Washington) in conjunction with determines that marking would pose compelling political, safety, or security concerns or that marking the assistance will have an adverse effect in the host country.
● Missions must consult the responsible Bureau/Office AA and the Senior Advisor for Brand Management (LPA) or designee before approving a waiver or when addressing sensitive political considerations that affect branding and marking policy in a particular Mission or region.
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Branding Questions
• Contract/Acquisition branding questions: COR/CO • Grant/Assistance branding questions: AOR/AO • USAID Missions: DOCs • USAID Washington: Bureau Communicators
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Resources
• Updated branding guide page: usaid.gov/branding • Updated branding resources page (templates, helpful links to ADS
320 and CFR 700): usaid.gov/branding/resources • Partner training calls/meetings with USAID bureaus and M/OAA
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