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Branding and Marking

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Why Do We Brand?
Foreign Assistance Act of 1961: Requires assistance be communicated as American aid.
Transparency to host country: 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 including how U.S. foreign assistance works, who benefits, and its impact.

3. What IS Branding and Marking?
'Branding': How we communicate our identity, what we do and our aims/goals.
'Marking': Physical (or digital) application of USAID identity (logos, colours, fonts etc) on USAID-funded programs.

4. What IS Branding and Marking?
Portraying a positive public image of the program and USAID ('the generous support of the American people').
Obligation: Winrock cooperative agreement with USAID means we must comply with branding policies established for assistance awards under ADS Chapter

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Co-branding
Program materials are co-branded: standard USAID identity (e.g. logos and colors), the Winrock International logo and partner logos when appropriate.
The USAID identity display: Logo is a size and prominence that is equal to or greater than other logos incorporated into program materials (see bottom of the power point slides!).
Consultation with USAID is required for any changes.

6. Co-branding Examples [USAID logo] [Winrock logo] [Your/other logos]
Make sure that the logos are evenly spaced and not crowded!

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Co-branding Examples

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Co-branding
Communications and program materials can be:
Brochures, reports, training materials, signage, posters, banners, resource guides, success stories, videos, and other publications.

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Changes in Branding

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Changes in Branding
More logo options!

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Changes in Branding
More color options!
Red
#BA0C2F
Blue
#002F6C

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Changes in Branding
More font options! Official font: Gill Sans

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Changes in Branding
FYI – avoid the following!

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Public Events
Key milestones or opportunities where we can generate awareness that USAID program activities are made possible by the generous support of the American people include:
Project launches
Revision/development of public awareness campaigns and materials
News releases and press conferences
Partner brochures and materials
Training manuals, handouts and other materials
Community meetings, private sector engagement meetings, meetings with government officials
Success stories and other publications
Social media, specifically Facebook and Twitter

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Media Relations
The content of any press release referencing program activities needs to be reviewed and cleared by the appropriate USAID staff prior to release.
Interviews with media: Prepare talking points - at the most three main points.

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Video Materials
CTIP Video materials must include the USAID logo, the Winrock International logo, and partner logos when appropriate.
The USAID video tagline needs to be displayed at the end of the video.

17. Radio Interviews and Other Audio Materials
Verbal acknowledgement: This program is “made possible by USAID through the generous support of the American people”.

18. Disclaimer Language for Program Materials
Any “public communications” as defined in 2 CFR 700.1, funded by USAID, in which the content has not been approved by USAID, must contain the following disclaimer:
(In English) “This study/report/audio/ visual/other information/media product (specify) is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of Winrock International and do not necessarily reflect the views of USAID or the United States Government.”

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Disclaimer in Khmer
In Khmer: “ការសិក្សាស្រាវស្រាវ/របាយការណ៍/រូបភាព-សម្លេង/ព័ត៌មាន និងឯកសារផ្សព្វផ្សាយនានា អាចផលិតទៅបានដោយ មានជំនួយសប្បុរសរបស់ របស់ពលរដ្ឋអាមេរិក តាមរយៈ ទីភ្នាក់ងារសហរដ្ឋអាមេរិកដើម្បីអភិវឌ្ឍអន្ដរជាតិហៅកាត់ថា (USAID) ។ រាល់ខ្លឹមសារនៅក្នុងឯកសារទាំងអស់នេះ គឺជាការទទួលខុសត្រូវរបស់អង្គការ វីនរ៉កអន្ដរជាតិ ហើយមិនឆ្លុះបញ្ចាំង ទស្សនៈរបស់ ទីភ្នាក់ងារសហរដ្ឋអាមេរិកដើម្បីអភិវឌ្ឍអន្ដរជាតិ ឬរដ្ឋាភិបាលអាមេរិកឡើយ។

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Branding Resources
Resources page:
Manuals
Logo Files (different colors, high res, print and web)
Logos with translated tagline (Kh)
Templates
Video and photography guide

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Branding Resources
USAID Graphic Standard Manual (March 2016):
ADS 320 (January 2015):
2 Code of Federal Regulations (CFR) (Marking):

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Thanks