Meeting USAID Branding and Marking Requirements

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Implementation Tips

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Compliance 8 | 2018

STRENGTHENING

CIVIL SOCIETY

GLOBALLY

Definitions

Brand—A name, term, design, symbol

or other feature that helps people

distinguish one organization, good or

service from another.

Branding—All of the ways used to

establish an image of an organization,

product or service in its users’ or

customers’ eyes.

Exception—An official decision, for

programmatic reasons, to not require

marking on a particular project’s materials.

Exceptions are usually approved pre-award

in non-emergency situations.

Marking—Applying a graphic identity

or logo to program materials, public

communications or project signage to

visibly acknowledge contributors;

it identifies organizations supporting

the work.

Marking Plan—A plan that USAID

implementing partners provide detailing

the public communications, commodities,

program materials and other items that

will visibly bear, or be marked with, the

USAID Identity. It includes any requests for

exceptions to marking.

Public communications—Documents

and messages intended for distribution

to audiences external to a grantee’s

organization. They include publications,

studies, audio visual productions, and

other informational products; press and

promotional materials used in connection

with USAID-funded programs, projects or

activities, including signage and plaques;

websites/Internet activities; and events

such as training courses, conferences,

seminars, press conferences and the like.

Meeting USAID Branding

and Marking Requirements

What are branding and marking and how do we meet

donor requirements?

Branding is the process of developing and using images and

words, such as logos and slogans, to create an identity for a

product or service. A brand is the representation (usually visual) of an

identity that helps people distinguish it from another; for example,

Coca-Cola from Fanta; USAID from SIDA.

Marking refers to applying graphic identities or logos to program

materials, public communications or project signage to visibly

acknowledge contributors; it identifies organizations supporting

the work.

Beyond simply identifying a program, marking also acknowledges

who funds, supports and implements your program. Proper

branding and marking strengthens relationships between partners

and credits donors for making the program possible. Not only is

this a good idea, but USAID Cooperative Agreements require it.

Below is the Standard Graphic Identity (Identity) for USAID. It is

to be used to mark all programs, projects, activities and public

communications that require acknowledgement of USAID.

All use and reproduction of the USAID Standard Graphic Identity

must comply with all design guidelines found in the USAID Graphic

Standards Manual and Partner Co-Branding Guide.

USAID Branding and Marking Requirements

A grantee must submit a branding strategy and marking plan to

USAID that describes how they will meet and apply the requirements

spelled out in their Cooperative Agreement. The Agreement Officer’s

Representatives (AORs)/Contracting Officer’s Representatives

(CORs) must review and approve this plan before executing an award.

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Implementation Tips for USAID Partners

Compliance 8 | 2018

Required are:

• a Marking Plan that identifies the specific programs, projects,

activities, public communications or commodities that are to be

visibly marked with the USAID identity, and

• a Branding Implementation Plan (BIP) that outlines how the

USAID-funded program will be promoted to the public.

A Marking Plan should describe:

• What you will mark—all sites, documents, events and commodities

you procure or produce as a part of the Cooperative Agreement

(for example, banners at events, stickers on equipment, etc.).

• How you will mark—the type of marking (for example, feature

USAID and grantee logo on banner; insert jpeg of logos on

notebook cover template).

• When you will mark—in the event that you might not mark an

item permanently right away (for example, a project site that is

being constructed), describe any temporary marking and plans

for final marking.

• Where you will mark—describe the size and placement of the

USAID brand.

Marking Program Deliverables

Program deliverables should be marked to identify and give credit

to both donors and implementers. Note that deliverables will not

all be marked the same way. High profile deliverables, such as a

clinic, may be marked with the identity elements of all implementing

partners and donors.

However, equipment procured for the program, such as computers

or other office equipment, may only need to be marked with the

logo of the donor who funded it. The following are examples of

program deliverables that may be marked with your donor’s logo

or identity elements:

• project sites;

• electronic and printed documents—such as informational and

promotional materials, audio-visual presentations, public service

announcements, websites;

• events—such as training courses, workshops, press

conferences; and

• commodities—such as equipment, supplies and other materials.

Definitions (continued)

Waiver—An official decision, for

circumstantial reasons, to not require

marking on a particular project’s materials.

Waivers are usually approved post-award

in response to adverse circumstances such

as compelling political, safety or security

concerns that affect implementation.

References

USAID Graphic Standards Manual and

Partner Co-Branding Guide

ADS 320 Branding and Marking

Logo files

Templates

2 CFR Regulations 700.16 (Marking)

USAID’s Photography and Video

Style Guide

To obtain access to video bumpers,

contact: [email protected]ov

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Implementation Tips for USAID Partners

Compliance 8 | 2018

Sample Marking Plan

PROGRAM

DELIVERABLES

MARKING MATERIALS

USED, PLACEMENT

AND TIMING

Activity Sites USAID identity displayed on

a board outside the premises

of each site where activities

take place.

Timing: as activities take place.

Printed documents,

publications and

promotional materials

USAID identity printed on the

bottom of the cover page.

USAID public communications

disclaimer included.

Timing: as materials

are produced.

Marking Exceptions

There are situations where applying an identity element or logo

does not make sense. You may not want to apply a logo when

its use would:

• impair the functionality of an item;

• incur substantial costs or be impractical;

• offend local cultural or social norms or be considered

inappropriate;or

• cause an increased security risk for volunteers, staff

or beneficiaries.

Include any anticipated exceptions in your marking plan. If an

unforeseen circumstance arises, you must request a waiver from your

Agreement Officer via your Agreement Officer’s Representative.

Special Requirements for USAID Partners

The AO may require a pre-production review of USAID-funded public

communications and program materials for compliance with the

approved marking plan. Contact your AOR before printing to ask if

USAID would like such a review. You also must provide your AOR

or Activity Manager with copies of all program and communications

materials produced under the award.

USAID Cooperative Agreements

include standard provisions

describing donor branding and

marking requirements.

Implementation Tips for USAID Partners

Compliance 8 | 2018

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For More Information

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Implementation Tips, please visit

www.NGOConnect.net. The Web

site is a dynamic and interactive

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CSO support organizations worldwide.

Funding for this publication was

provided by the U.S. Agency for

International Development, under

the Strengthening Civil Society (SCS)

Global Leader Award. Its contents,

managed by SCS Global, do not

necessarily reflect the views of USAID

or the U.S. Government.

may be photocopied or adapted for

noncommercial use only, without prior

permission, provided credit is given to

FHI 360, SCS Global and USAID.

A Branding Implementation Plan must explain:

• How the USAID identity is to be promoted and communicated

to beneficiaries and host country citizens;

• How the organization plans to publicize the program; for example,

through press releases, radio interviews, website;

• What key milestones are to be highlighted and publicized;

for example, launching the program, announcing research findings,

publishing reports, announcing project completion;

• How the donor will be identified; and

• How the donor will be acknowledged.

Subrecipient Requirements

Branding and marking requirements also apply to subrecipients. It is

a good practice (and in many cases it is required) to include language

in your subawards requiring that the donor’s logo (and perhaps your

logo as well) be included on program deliverables.