USAID GRAPHIC
STANDARDS MANUAL
AND PARTNER
CO-BRANDING GUIDE
Photo: Morgana Wingard / USAID
I
THIS MANUAL SETS THE STANDARD
FOR ALL USAID COMMUNICATIONS
PRODUCED BY EMPLOYEES,
CONTRACTORS, GRANTEES AND
OTHER PARTNERS.
This Graphic Standards Manual replaces and updates the version released in 2005. February 2016
II
INTRODUCTION
USAID’s brand is more than a logo. It reects the unique values and principles
of the Agency to a worldwide audience. And, it represents the goodwill of the
American people in providing assistance to those in need. We have all “earned”
our brand by doing hard things well, often in the most challenging environments.
We all have an important role to play in amplifying and protecting USAID’s
brand. Whether we are a mission director, contracting ofcer (CO), agreement
ofcer (AO), program specialist, implementing partner, or play another key role,
the work we do each and every day contributes to our brand.
This Graphic Standards Manual replaces and updates the guidance released in
2005. It provides instructions on how to best utilize our brand to communicate
across a wide range of communications channels. It provides standards,
templates and resources to ensure our brand is displayed in a consistent manner
that clearly communicates that our assistance is From the American People.
To get the most value out of this manual, there are several key facts to know.
Our Branding Policy Is Mandated by Congress
This guide implements USAID’s statutory requirements to mark programs
overseas as American Aid. They govern in the following order: Section 641 of
the Foreign Assistance Act of 1961, as amended; implementing regulations, now
found at 2 Code of Federal Regulations (CFR) 700.16, “Marking”; and Agency
policy and guidance, ADS 320 Branding and Marking. In case of any conict
between this guide and USAID’s statutory, regulatory or ADS guidance, those
authorities, in that order, govern. Guidance on “branding and marking” is issued
by the authority of ADS 320, and specically 320.2.f, under which the USAID’s
Senior Advisor for Brand Management in the Bureau for Legislative and Public
Affairs (LPA) is required to develop and maintain the Agency’s internal and
external branding policy directives and required procedures.
USAID Is Exempt From Visibly American Guidance
On March 23, 2012, the U.S. Department of State issued Cable 13526,
commonly known as “Visibly American.” This cable issued a moratorium on
new logos being created to raise awareness of programs and initiatives funded
by the Department and carried out by embassies and implementing partners
overseas. Instead of new logos, the Department supported the use of the most
recognizable symbol of the United States, a standard rectangular ag. This
guidance does not apply to USAID. Paragraph 12 of the cable states:
“This guidance does not apply to USAID programs, which have their own
marking regulations, whether USAID implements these programs with its own
funding or with Department of State funding.”
Please consult your operating unit’s Resident Legal Ofcer or Ofce of General
Counsel backstop if issues arise over interpretation of the “USAID exception.”
Branding Follows Funding
Decisions regarding the branding of a program depend on how it is funded.
There are two major types of USAID-funded programs and projects to be
aware of as you oversee implementation of our graphic standards.
Acquisitions: These are services and products that USAID acquires to support
our mission. Generally, acquisitions take the form of contracts, with USAID
providing 100 percent of the funding. See section 3.0.
Assistance: USAID works with many partner organizations. We assist their
work by providing partial or full funding of a project or program through a grant
or cooperative agreement. See section 4.0.
For questions on other types of USAID-funded programs, please refer to ADS 320.
III
1.0 OUR BRAND
1.1 OUR HERITAGE
1.2 OUR MESSAGE
1.3 OUR LOGO
1.4 OUR COLORS
1.5 OUR TYPEFACES
1.6 OUR PHOTOGRAPHY
2.0 USAID CORPORATE
2.1 BRAND APPLICATION
2.2 BUREAUS & OFFICES
2.3 BILATERAL & REGIONAL
MISSIONS/COUNTRIES
2.4 ADMINISTRATIVE MATERIALS
2.5 TEMPLATES
2.6 PRESENTATIONS
2.7 VIDEO
2.8 E-NEWSLETTER
2.9 SOCIAL MEDIA
2.10 WEBSITE
2.11 MERCHANDISE & EVENTS
3.0 CONTRACTS & ACQUISITIONS
3.1 BRAND APPLICATION
3.2 NAMING
3.3 SOCIAL MEDIA & WEBSITES
3.4 PROGRAM MATERIALS
3.5 COMMODITIES
3.6 PROGRAM SIGNS
3.7 ADMINISTRATIVE MATERIALS
4.0 GRANTS, COOPERATIVE
AGREEMENTS & ASSISTANCE
4.1 BRAND APPLICATION
4.2 SOCIAL MEDIA & WEBSITES
4.3 CO-BRANDING
4.4 ADMINISTRATIVE MATERIALS
5.0 COMMUNICATIONS INITIATIVES
5.1 OVERVIEW
5.2 PRESIDENTIAL INITIATIVES
5.3 USAID CAMPAIGNS
6.0 PROCEDURES & CLEARANCE
6.1 CLEARANCE & ENFORCEMENT
6.2 EXCEPTIONS & WAIVERS
7.0 RESOURCES
7.1 HELPFUL RESOURCES
8.0 GLOSSARY
8.1 GLOSSARY OF TERMS
4
OUR BRAND IS EXPRESSED
THROUGH OUR MESSAGE &
DESIGN APPROACH.
1.1 OUR HERITAGE
1.2 OUR MESSAGE
1.3 OUR LOGO
1.4 OUR COLOR
1.5 OUR TYPEFACE
1.6 OUR PHOTOGRAPHY
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
2
1.1 OUR HERITAGE
USAID Standard Graphic Identity (hereinafter referred to as “USAID logo”) builds upon the recognition and brand-equity developed over more than 65 years of U.S.
foreign aid. The USAID logo descended directly from the Marshall Plan logo, created when Congress became concerned that the Soviet Union was taking credit for the
poorly marked U.S. foreign aid donations to European countries.
Over the last half-century, the USAID handclasp has become one of the best-known U.S. emblems throughout the world. It is a symbol of the United States’ long
history of aiding those in need.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
1948 – The Marshall Plan
logo identied U.S. assistance
to people recovering from
World War II.
1995 – The shield and
handclasp was reintroduced in
a more modern way. The color
was also removed from the
handclasp to ensure no specic
race was identied.
1953 – The Mutual
Security Agency—a USAID
predecessor—added the
handclasp to help identify
the aid as part of the mutual
benets shared by our country
and friends around the world.
EAR LY 1960s – USAID,
established in 1961, picked
up this logo from predecessor
agencies. Its continued use
built upon wide recognition
developed over more than
a decade.
2001 – “United States Agency
for International Development”
was added to the logo to ensure
people knew the assistance
provided was from the United
States Government.
1992 – The new logo
combined a modern image of
the globe and U.S. ag with
USAID prominently displayed.
However, the change was
viewed as too radical.
2004 TO PRESENT – The updated
logo includes a brand name and
tagline to help ensure people
understand the assistance is
provided by U.S. taxpayers.
3
1.2 OUR MESSAGE
Message Framework
At the center of USAID communications framework is the mission, expressed
by the core message and supported by the three cornerstones of the message
triangle. The three cornerstone messages of the triangle explain the “what,”
“how” and “why” of USAID’s work. This construction is designed to allow us
to tell a clear and compelling story of our collective efforts and to engage our
audiences in our work.
The Triangle
USAID uses a message triangle to consistently and coherently explain our work.
The core mission of our work belongs in the center of the triangle. The three
pillars of the triangle explain the “what,” “how” and “why.”
What
This is the problem we are working to solve and provides the reason why our
goals are within reach. A successful “what” statement provides our audience
with a reason to believe.
How
Here we explain the method we will use to achieve our goals through our
unique position as USAID.
Why
The “why” message appeals to the common interest and values of our
audiences. It connects to their sense of reason and emotion, and it tells them
why they should care.
The Message Triangle
HOW?
UNIQUE POSITION
WHAT ?
ACHIEVABLE GOAL
WHY?
COMMON INTEREST
Using the Framework
The following example puts USAID’s overall mission at the center of the triangle.
This formula will work for the vast majority of USAID programs. Please see the
USAID Message Manual for additional information and examples.
OUR MISSION:
We partner to end extreme
poverty and promote resilient,
democratic societies while
advancing our security
and prosperity.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
4
1.2 OUR MESSAGE FRAMEWORK
What
USAID is mobilizing a movement to:
• Eliminate extreme poverty by 2030
• Create resilient, democratic societies that reach their full potential
How
USAID is spearheading a new development model that applies proven
solutions to the world’s greatest challenges:
• Leverage a unique moment: one where innovation, science, technology
and partnership have re-dened what is possible
• Focus relentlessly on results and accountability
Why
USAID is building a better, safer world to:
• Promote the dignity, freedom and well-being of impoverished people
around the world
• Advance our security and prosperity
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
5
1.3 OUR LOGO
The USAID logo is the graphic representation of the U.S. Agency for International Development. It was developed to ensure that the American people are visibly
acknowledged for their contributions.
The logo is an ofcial U.S. Government symbol and cannot be used without ofcial permission. Any alterations, distortion, re-creation, translation (other than the tagline
and country name when appropriate) or misuse are strictly prohibited. It is to be used on all programs, projects, activities and public communications that require
acknowledgment of USAID.
TAGLINE
BRAND NAME
LOGO
TYPE MARKSEAL
CIRCLES
AGENCY NAME
ACRONYM
HANDCLASP
STARS
BARS
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
6
1.3 OUR LOGO
Usage options
The logo symbolizes that the aid provided is from the United States. “US” and “AID” are distinguished by using two colors—the same colors as the American ag.
The tagline communicates that the assistance provided is From the American People.
HORIZONTAL LOGO
Typical uses: Web pages, publication,
signs, stationery and when co-branding
with other horizontal logos. This is the
most widely used version of the logo.
TYPE MARK
Typical uses: Merchandise, lapel
pins, pens, social media graphics
and other products where the
full logo would not t or would
not be legible.
SEAL
Typical uses: Podium signs,
corporate plaques and
challenge coins.
VERTICAL LOGO
Typical uses: Formal invitation,
certicates and when co-branding
with other vertical logos.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
7
1.3 OUR LOGO
Color options
The USAID logo has three approved color options. They are: two-color, black-only and white. This is to ensure that the logo properly appears in print documents and
on-screen presentations. The two-color logo, including type mark and seal, should be used whenever possible. Our two-color logo has a blue handshake. The former
full-color logo (black handshake) was eliminated to streamline options. Existing products with the old full-color logo may be used until stock is exhausted. The white logo
should only be used on photos, in small size social media graphics and in Powerpoint
®
presentations.
Digital le formats are available for download at www.usaid.gov/branding/resources. Each of the les available is optimized for a variety of applications for both print and
digital communications.
Use only the ofcial les provided. Do not re-create the logo or change the colors under any circumstances. See color specication in section 1.4.
Our logo may be placed on photos and color backgrounds, provided: the logo is clearly legible and the background is a USAID color (if corporate or contract-funded product).
TWO-COLOR LOGO
BLACK-ONLY LOGO
WHITE LOGO
PHOTO: ADEK BERRY / AFP
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
8
1.3 OUR LOGO
Minimum print size
A minimum print size has been established to ensure legibility.
See examples below.
W=34 MM (1.33 INCHES)
MINIMUM PRINT SIZE:
HORIZONTAL LOGO
MINIMUM PRINT SIZE:
TYPE MARK
W=19 MM (.75 INCHES)
MINIMUM PRINT SIZE:
VERTICAL LOGO
W=22.5 MM (.88 INCHES)
MINIMUM PRINT SIZE:
SEAL
Minimum on-screen size
A minimum on-screen size has been established to ensure legibility.
See examples below.
W=100 PIXELS
MINIMUM ON-SCREEN SIZE:
HORIZONTAL LOGO
MINIMUM ON-SCREEN SIZE:
TYPE MARK
W=66 PIXELS
MINIMUM ON-SCREEN SIZE:
VERTICAL LOGO
MINIMUM ON-SCREEN SIZE:
SEAL
W=66 PIXELS
W=12 MM (.47 INCHES)
W=70 PIXELS
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
9
1.3 OUR LOGO
Clear space
A minimum area within and surrounding the logo, type mark and seal must be kept clear of any other typography as well as graphic elements such as illustrations,
thematic images and patterns, and the trim edge of a printed piece. More than the minimum clear space is encouraged.
Minimum clear space on all sides of logo and type mark is equal to the height of the “U” in the type mark. Minimum clear space on all sides of seal is equal to
half the width of acronym box. See examples below.
Additional clear space is required when co-branding materials with partner logos. Rules for co-branding can be found in section 4.3.
MINIMUM CLEAR SPACE:
HORIZONTAL LOGO
MINIMUM CLEAR SPACE:
TYPE MARK
MINIMUM CLEAR SPACE:
SEAL
(1/2 WIDTH OF ACRONYM BOX)
MINIMUM CLEAR SPACE:
VERTICAL LOGO
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
10
1.3 OUR LOGO
Incorrect logo, type mark and seal usage
The only correct uses of the logo, type mark and seal are as shown on the previous pages. A few typical incorrect examples are shown below.
WRONG FONT
COLORS TRANSPOSED
SHADOW ADDED
USAID
FROM THE AMER ICAN PEOPLE
PROPORTIONS DISTORTED
MISSING TAGLINE WRONG FONT AND MISSING TAGLINE
USAID
SEAL AND TYPE MARK REARRANGED
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
11
1.4 OUR COLORS
The USAID color palette ensures the colors always look consistent.
The primary color palette, USAID Blue and USAID Red, reinforces
that the aid is From the American people.
The colors below are the only colors approved by USAID.
Primary color palette
Used for logo, text, color elds and accent colors. USAID Blue may
be used as tints. USAID Red may not be used as a tint.
USAID BLUE
PANTONE
®
294
C 100 M 69 Y 7 K 30
#002F6C
R 0 G 47 B 108
USAID RED
PANTONE
®
200
C 3 M 100 Y 70 K 12
#BA0C2F
R 186 G 12 B 47
DARK GR AY
PANTONE
®
2334
C 62 M 56 Y 56 K 16
#6C6463
R 108 G 100 B 99
70% BLACK
LIGHT GR AY
PANTONE
®
2330
C 13 M 9 Y 13 K 0
#CFCDC9
R 207 G 205 B 201
15% BLACK
MEDIU M GR AY
PANTONE
®
2332
C 50 M 42 Y 44 K 6
#8C8985
R 140 G 137 B 133
40% BLACK
DARK RED
PANTONE
®
7421
C 18 M 100 Y 45 K 67
#651D32
R 101 G 29 B 50
RICH BLACK
PANTONE
®
BLACK 3C
C 67 M 44 Y 67 K 95
#212721
R 33 G 39 B 33
100% BLACK
LIGHT BLUE
PANTONE
®
2717
C 34 M 15 Y 0 K 0
#A7C6ED
R 167 G 198 B 237
Secondary color palette
Used for text, color elds and accent colors. Light gray and light blue may be
used for text if on a dark background. All secondary colors, except dark red,
may be used as tints.
MEDIUM BLUE
PANTONE
®
2144
C 95 M 53 Y 0 K 0
#0067B9
R 0 G 103 B 185
The colors shown here have not been evaluated by Pantone, Inc. for accuracy and may not match the
PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE
®
is the property of Pantone, Inc.
WEB BLUE
FOR WEB USE ONLY
#205493
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
12
1.5 OUR TYPEFACES
Primary font
Typography is one of the most important design elements. It creates brand consistency across all materials. Do not use any unapproved fonts.
The primary font family for USAID is Gill Sans. The clean, sans serif font was selected for its clarity and readability.
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwx yz
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGH IJKL
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz | abcdefghijkl mnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890-!@#$%^&*()_{}:”<>?
GILL SANS LIGHT
INCLUDING ITALIC
Typical uses: Headlines,
body text.
GILL SANS BOOK
INCLUDING ITALIC
Typical uses: Body text
in printed publications.
GILL SANS ROMAN
INCLUDING ITALIC
Typical uses: Body text and
to differentiate sections of
information as headlines,
text or captions.
GILL SANS BOLD
Typical uses: Headlines,
subheads and highlighted
text. Do not use italic in
Gill Sans Bold.
Gill Sans MT is an acceptable substitute and is installed on most USAID computers.
Monotype and Adobe produce approved professional versions of these fonts.
All approved weights and styles are shown above. Do not use unapproved weights and styles.
Aa
Aa
Aa
Aa
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
13
1.5 OUR TYPEFACES
Web fonts
Source Sans Pro is an open-source font created for legibility in web pages, user interface design and digital products.
SOURCE SANS PRO LIGHT
INCLUDING ITALIC
Typical uses: Headlines,
body text.
SOURCE SANS PRO REGULAR
INCLUDING ITALIC
Typical uses: Body text and
to differentiate sections of
information as headlines,
text or captions.
SOURCE SANS PRO BOLD
Typical uses: Headlines,
subheads and highlighted text.
Do not use italic in Source
Sans Bold.
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyvz
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890-!@#$%^&*()_{}:”<>?
Aa
Aa
Aa
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
14
1.5 OUR TYPEFACES
Alternate font
Arial may be used when the Gill Sans font family is not available. Like Gill Sans, Arial is a clean, sans serif font—and it’s typically easily accessible.
ARIAL REGULAR
INCLUDING ITALIC
Typical uses: Body text.
ARIAL BOLD
INCLUDING ITALIC
Typical uses:
Headlines, subheads
and highlighted text.
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuv
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGH
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopq
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGH
1234567890-!@#$%^&*()_{}:”<>?
Aa
Aa
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
15
1.5 OUR TYPEFACES
Alternate font
Garamond may only be used in long printed publications (more than 60 pages). It may be used for text and captions but not for titles.
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJK
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxy z
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJ
1234567890-!@#$%^&*()_{}:”<>?
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJ
1234567890-!@#$%^&*()_{}:”<>?
ADOBE GARAMOND
INCLUDING ITALIC
Typical uses: Body text
or captions.
ADOBE GARAMOND
SEMIBOLD
INCLUDING ITALIC
Typical uses: Bold text
or captions.
ADOBE GARAMOND BOLD
INCLUDING ITALIC
Typical uses: Bold text
or captions.
Aa
Aa
Aa
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
16
1.6 OUR PHOTOGRAPHY
Photography is a key element in USAID’s brand and can be used in a variety of communications tools. A single image can help humanize the USAID brand while
conveying the impact our projects have on the individuals and groups we serve.
It is best practice to accompany every photo with a caption that tells the viewer who, what, where, when and why of the subject matter. Captions should adhere
to Associated Press style, and you must always credit the photographer. See USAID’s Video and Photography Style Guide.
Properly credited photos may be shared on social media.
PHOTO: MORGANA WINGARD
EXAMPLE OF BRANDED AND CREDITED PHOTO
PHOTO: BOBBY NEPTUNE / USAID
PHOTO: MORGANA WINGARD
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
PHOTO: MORGANA WINGARD
17
2.1 BRAND APPLICATION
2.2 BUREAUS & OFFICES
2.3 BILATERAL & REGIONAL MISSIONS/COUNTRIES
2.4 ADMINISTRATIVE MATERIALS
2.5 TEMPLATES
2.6 PRESENTATIONS
2.7 VIDEO
2.8 E-NEWSLETTER
2.9 SOCIAL MEDIA
2.10 WEBSITE
2.11 MERCHANDISE & EVENTS
CORPORATE COMMUNICATIONS
UNIFY US AS A BRAND &
STRENGTHEN OUR MESSAGE.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
18
2.1 BRAND APPLICATION
USAID’s corporate communications — those that are communicated on behalf
of the Agency as a whole — include all materials on and ofine that are created
as part of USAID’s efforts to provide information to the public. This includes
www.usaid.gov and USAID social media channels. These products are solely
owned and exclusively branded by USAID.
It is critical that all corporate communications ensure the integrity of our brand.
Creating unapproved sub-brands or logos diminishes the effectiveness of our
branding, particularly overseas.
Corporate products must follow USAID’s graphic standards — including
USAID’s typefaces and colors — to communicate USAID’s authority and
project USAID’s brand.
PHOTO: USAID
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
19
2.2 BUREAUS & OFFICES
One agency, one brand.
Bureaus and ofces are not allowed to have their own sub-brands or logos.
The main USAID logo should be used on invites, signage, videos, presentations,
fact sheets, business cards, folders, press releases, t-shirts and other public
facing products as presented in this guide. There are four exceptions:
1. B ureaus, ofces and programs may identify themselves on approved social
med
ia properties in written type in the “who we are and/or about” sections
as appropriate. They may not use bureau or ofce logos or sub-brands
as prole images or as the main visual on the page. See section 2.9 for
additional information.
2. B ureaus, ofces and programs may identify themselves in their newsletters
in written type. They may not use sub-brands or logos. See section 2.8 for
electronic newsletter templates and guidance.
3. B ureaus and ofces may identify themselves in written type in impact
reports, congressional reports, and brochures. Logos or special font
treatments for bureaus or ofces are not permitted.
4. B ureaus and ofces may identify themselves in internal communications.
Sub-brands or logos are still not permitted.
In rare circumstances, presidential initiatives, interagency programs or specic
Agency campaigns may utilize a sub-brand and logo. USAID’s Senior Advisor for
Brand Management must approve all such sub-brands and their accompanying
style guide. See section 5.0.
BUREAU IS NOT A SUB-BRAND
OFFICE IS NOT A SUB-BRAND
OFFICE OF U.S. FOREIGN
DISASTER ASSISTANCE
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
20
2.3 BILATERAL & REGIONAL
MISSIONS/COUNTRIES
USAID bilateral and regional development missions in countries and regions where USAID operates are the only allowable sub-brands. A list of where USAID operates
can be found at www.usaid.gov/where-we-work.
Ofcial USAID sub-brands are created by LPA and made available at www.usaid.gov/branding/resources in a variety of formats for both print and digital communications.
Do not attempt to recreate sub-brands and do not alter existing sub-brands under any circumstances.
Remember that neither bureaus nor ofces (Section 2.2) nor projects (Section 3.1) are sub-brands and should never be paired with the USAID logo.
USAID country sub-brands are intended for corporate, administrative and internal use. Best practice is to use USAID’s standard identity — not the country sub-brand
— on external communications and program materials.
SOUTH AFRICA
CAMBODIA
WEST AFRICATIMOR-LESTE
TYPE MARK COUNTRY OR REGIONAL MISSION NAME
RULE
SEAL
TAGLINE
JORDAN
SUB-BRAND LOGO
BRAND NAME
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
21
WRONG COLORS
COUNTRY NAME IN WRONG TYPEFACE, RULE IS TOO THICK
Incorrect sub-brand logo usage
The approved sub-brand logo is shown on the previous page. Do not alter or use any other color combination, typeface, etc.
A few typical incorrect examples are shown below.
2.3 BILATERAL & REGIONAL
MISSIONS/COUNTRIES
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
22
Translated logo and sub-brands
USAID must remain in English at all times. The country name and tagline may be translated into local languages. Ofcial digital les for translated sub-brands and logo taglines
are available at www.usaid.gov/branding/resources.
Contact USAID’s Senior Advisor for Brand Management to request new ofcial translated sub-brand and logo tagline les. Do not produce such les in-country unless the
Senior Advisor for Brand Management authorizes it, as may be required for non-latin fonts.
Refer to sections 1.3 and 1.4 of this manual for correct logo usage regarding color, minimum size, clear space, etc.
EXAMPLES OF TRANSLATED SUB-BRAND LOGOS WITH TRANSLATED TAGLINES
EXAMPLES OF LOGO WITH TRANSLATED TAGLINES
2.3 BILATERAL & REGIONAL
MISSIONS/COUNTRIES
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
23
To ensure the USAID brand is unied globally, it is important to use the
communications templates when creating business cards and letterhead.
Business cards
Downloadable templates in Adobe
InDesign
®
can be found at
www.usaid.gov/branding/resources. See specications and example below.
Mission/bureau/ofce Twitter handles are allowed on business cards as long
as the Agency’s social media guidelines are followed. To add a personal
Twitter handle, please send a request to: socialmedia@usaid.gov.
Business cards should be professionally offset printed on uncoated bright
white, smooth nish 80# cover stock and printed in two colors, USAID Blue
(PANTONE
®
294) and USAID Red (PANTONE
®
200).
Business cards may have one side in English and the other side in the local language.
Letterhead
Templates are available in Adobe
InDesign
®
and Microsoft Word
®
and can
be found at www.usaid.gov/branding/resources. Microsoft Word
®
les
should only be used for desktop publishing or creating Adobe Acrobat
®
PDF
les. See specications and example on right.
Professionally printed letterhead should be offset printed on paper stock—
24# writing, bright white, smooth nishand printed in two colors,
USAID Blue (PANTONE
®
294) and USAID Red (PANTONE
®
200).
JANE SMITH
Director, Ofce of Human Resources
U.S. AGENCY FOR
INTERNATIONAL DEVELOPMENT
No. 24 Fourth Circular Rd, Cantonments
PO Box 1630
Accra, Ghana
Postal Code M 0233-30-274-1200
T +233 302 741 200
M +233 302 741 365
jsmith@usaid.gov
USAID.gov
@USAID
FROM THE AMERICAN PEOPLE
MAXIMUM
6 LINES
FROM THE AMERICAN PEOPLE
DEAR MR. JONES,
Editatem eium nus. Ibuscit veniend errovit ius. Sandipi debitium quae. Ut eicitae coreperundi numquam reperum fugit
laciistionse reri doluptam fugiti volo mint volorum ant mo quuntus imporer iorpore ssimpores sendus aruntio. Alibust,
temolup taeptatint alitate dis abo. Nam sandiciliqui aute lam quam vellend ucipsae dolorep eribeaq uatus, volorerum
et este aperae voluptat ist repero deliqui volut acipiet sin posam? Ima dolum fuga. Ur assi aut aut omnisque parum
eum as si repudam quam que verae voluptibus doluptatur repelenis quia sam illique ipit estem reperemporum
illaboribus molorrorem inim lab im ent volore parumquis moloremquas debit exeri is aliquo explandebis sitatur
resecus pori cuptae nulparupti imo totaquodi cor si solut aciani occaturibus pererem voluptatem et doloruntur?
Ur? Quis quasperor magnatus eleceseque nobit dolor senis reperfe rioribe ribust fugiand aerferiae.
Ovid molum eaque is eati doluptaesse et elenisim velibus ma sus.
Dionsequi reperib usciis reictatum verrovi ducidunt, que simini delitaturia doluptusam fugitent eos entint, omnis
culparc hilluptatur, sa adis ipid qui consequod moluptaes ut audae qui aut alicide lendita magnist, corent quiatur
editatem eium nus. Ibuscit veniend errovit ius sandipi debitium quae. Ut eicitae coreperundi numquam reperum fugit
laciistionse reri doluptam fugiti volo mint volorum ant mo quuntus imporer iorpore ssimpores sendus aruntio.
Alibust, temolup taeptatint alitate dis abo. Nam sandiciliqui aute lam quam vellend ucipsae dolorep eribeaq uatus,
volorerum et este aperae voluptat ist repero deliqui volut acipiet lique seque ratquiame di ius. Ciae nonsequam,
quatur reictatum dolessi menimus taturia corent lab quam sin posam? Ima dolum fuga. Ur rrorem inim lab im ent
volore parumquis moloremquas debit exeri is aliquo explandebis sitatur resecus pori cuptae nulparupti imo totaquodi
cor si solut aciani occaturibus pererem vom et doloruntur?
Sa adis ipid qui consequod moluptaes ut audae qui aut alicide lendita qui dolo beaqui dolut fugit, quaturis maioreribus
earibus delit ene dolessi menimus eatquatendis eossinc taturia sam est lab ipsam quam, sin posam vellam, sinctur, et
magnat et explica estrum comnis modit quo magnist, corent quiatur. Ur? Quis quasperor magnatus eleceseque nobit
dolor senis reperfe rioribe ribust fugiand aerferiae.
U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT
No. 24 Fourth Circular Road, Cantonments
PO Box 1630
Accra, Ghana Postal Code – M 0233-30-274-1200
[email protected]
USAID.gov
MARGIN:
25.5 MM (1 INCH)
ALIGN CONTENT
WITH ADDRESS
BELOW
TEXT IS
GILL SANS LIGHT
11 PT/15 PT
SPACING: W & H =12.5 MM (.5 INCHES)
SPACING: W = 25.5 MM (1 INCH)
H = 14 MM (.55 INCHES)
2.3 BILATERAL & REGIONAL
MISSIONS/COUNTRIES
MAXIMUM
6 LINES
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
24
Email Signatures
Email signature content should follow guidance for the business card text.
Do not include USAID logo or attempt to simulate it with blue and red type.
Mission/bureau/ofce Twitter handles are allowed on email signatures as long
as the Agency’s social media guidelines are followed. To add a personal
Twitter handle, please send a request to: socialmedia@usaid.gov.
JANE SMITH
Director, Ofce of Human Resources
U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT
No. 24 Fourth Circular Road, Cantonments, PO Box 1630
Accra, Ghana Postal Code — M 0233-30-274-1200
T +233 302 741 200
|
M +233 302 741 365
USAID.gov
|
[email protected]
|
@USAID
2.3 BILATERAL & REGIONAL
MISSIONS/COUNTRIES
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
25
2.4 ADMINISTRATIVE MATERIALS
FOR USAID HEADQUARTERS
In order to maintain brand consistency, a series of mandatory
communications templates have been developed for commonly used
items. Downloadable templates can be found at www.usaid.gov/branding/
resources. Country and regional business cards and letterhead can be
found in section 2.3 of this manual.
Business cards
See specications and example of business card below. Templates in
Adobe
InDesign
®
can be found at www.usaid.gov/branding/resources.
The only website allowed on business cards is www.usaid.gov. Mission/
bureau/ofce Twitter handles are allowed on business cards as long as
the Agency’s social media guidelines are followed. To add a personal
Twitter handle, please send a request to: socialmedia@usaid.gov.
Business cards should be professionally offset printed on uncoated bright
white, smooth nish 80# cover stock and printed two colors, USAID Blue
(PANTONE
®
294) and USAID Red (PANTONE
®
200).
Letterhead
Templates are available in Adobe
InDesign
®
and Microsoft Word
®
and can
be found at www.usaid.gov/branding/resources. Microsoft Word
®
les should
only be used for desktop publishing and for creating Adobe Acrobat
®
PDF
les. See specications and example on right.
Professionally printed letterhead should be offset printed on paper
stock—24# writing, bright white, smooth nish and printed in two colors,
USAID Blue (PANTONE
®
294) and USAID Red (PANTONE
®
200).
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
DEAR MR. JONES,
Editatem eium nus. Ibuscit veniend errovit ius. Sandipi debitium quae. Ut eicitae coreperundi numquam reperum fugit
laciistionse reri doluptam fugiti volo mint volorum ant mo quuntus imporer iorpore ssimpores sendus aruntio. Alibust,
temolup taeptatint alitate dis abo. Nam sandiciliqui aute lam quam vellend ucipsae dolorep eribeaq uatus, volorerum
et este aperae voluptat ist repero deliqui volut acipiet sin posam? Ima dolum fuga. Ur assi aut aut omnisque parum
eum as si repudam quam que verae voluptibus doluptatur repelenis quia sam illique ipit estem reperemporum
illaboribus molorrorem inim lab im ent volore parumquis moloremquas debit exeri is aliquo explandebis sitatur
resecus pori cuptae nulparupti imo totaquodi cor si solut aciani occaturibus pererem voluptatem et doloruntur?
Ur? Quis quasperor magnatus eleceseque nobit dolor senis reperfe rioribe ribust fugiand aerferiae.
Ovid molum eaque is eati doluptaesse et elenisim velibus ma sus.
Dionsequi reperib usciis reictatum verrovi ducidunt, que simini delitaturia doluptusam fugitent eos entint, omnis
culparc hilluptatur, sa adis ipid qui consequod moluptaes ut audae qui aut alicide lendita magnist, corent quiatur
editatem eium nus. Ibuscit veniend errovit ius sandipi debitium quae. Ut eicitae coreperundi numquam reperum fugit
laciistionse reri doluptam fugiti volo mint volorum ant mo quuntus imporer iorpore ssimpores sendus aruntio.
Alibust, temolup taeptatint alitate dis abo. Nam sandiciliqui aute lam quam vellend ucipsae dolorep eribeaq uatus,
volorerum et este aperae voluptat ist repero deliqui volut acipiet lique seque ratquiame di ius. Ciae nonsequam,
quatur reictatum dolessi menimus taturia corent lab quam sin posam? Ima dolum fuga. Ur rrorem inim lab im ent
volore parumquis moloremquas debit exeri is aliquo explandebis sitatur resecus pori cuptae nulparupti imo totaquodi
cor si solut aciani occaturibus pererem vom et doloruntur?
Sa adis ipid qui consequod moluptaes ut audae qui aut alicide lendita qui dolo beaqui dolut fugit, quaturis maioreribus
earibus delit ene dolessi menimus eatquatendis eossinc taturia sam est lab ipsam quam, sin posam vellam, sinctur, et
magnat et explica estrum comnis modit quo magnist, corent quiatur. Ur? Quis quasperor magnatus eleceseque nobit
dolor senis reperfe rioribe ribust fugiand aerferiae.
U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT
1300 Pennsylvania Avenue, NW
Washington, DC 20523
USAID.gov
pinquiries@usaid.gov
@USAID
W=57.15 MM (2.25 INCHES)
SPACING:
W & H =12.5 MM
(.5 INCHES)
SPACING:
W =25.5 MM (1 INCH)
H =12.5 MM (.5 INCHES)
MARGIN:
25.5 MM (1 INCH)
ALIGN CONTENT
WITH ADDRESS
BELOW
TEXT IS
GILL SANS LIGHT
10 PT/15 PT
JANE SMITH
Director, Ofce of Public Information
U.S. AGENCY FOR
INTERNATIONAL DEVELOPMENT
LPA, Rm. 0.00 RRB
1300 Pennsylvania Avenue, NW
Washington, DC 20523
T 202-000-0000
M 202-000-0000
jsmith@usaid.gov
USAID.gov
@USAID
MAXIMUM
5 LINES
MAXIMUM
5 LINES
26
Email Signatures
Email signature should follow guidance for business card text. Do not
include USAID logo or attempt to simulate it with blue and red type.
Mission/bureau/ofce Twitter handles are allowed on email signatures
as long as the Agency’s social media guidelines are followed. To add a
personal Twitter handle, please send a request to: socialmedia@usaid.gov.
JANE SMITH
Director, Ofce of Public Information
U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT
LPA, Rm. 0.00 RRB
1300 Pennsylvania Avenue, NW
Washington, DC 20523
T 202-000-0000
|
M 202-000-0000
USAID.gov
|
[email protected]
|
@USAID
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
2.4 ADMINISTRATIVE MATERIALS
FOR USAID HEADQUARTERS
27
2.5 TEMPLATES
Fact sheets, country proles, bios
Downloadable templates of commonly used documents are available
in Microsoft Word
®
at www.usaid.gov/branding/resources. These templates
are approved for desktop publishing and creating Adobe Acrobat
®
PDF les.
All written content should follow Associated Press style guidelines.
USAID.GOV USAID FACT SHEET TITLE HERE |
1
TITLE STYLE GOES HERE, CAN
RUN TWO LINES LONG, IF NEEDED
Subtitle, Intro text goes here, 2-7 lines. Rumquid quis alique porersp
ienimusa il ma incia des dollesequi cus, offic totatusci audam esequia.
Normal text goes here. Udipsam, occum imodi sita dolutempos doluptatem ex enimus ipsaperovid quia
ius ad quatur, que dus aciaestrum hiliatectias eat quo est, sam, qui officiliqui aborit ex et ut omnis rerenis
erro etusae num sapersp itasit, sam quam qui nihicto et magnit que nempor rerroriam nulparum nes
everibea si adi corrovid mi, imosandam, nullest iosam, solupis velignate nonsequi officim endistemodio
quas reptati busdae volorpos es at et ad ut quam, aut occat mostiis ulpa
Dipsam, im untionsed quat eium fuga. Ita velit dolupta tibusam aut ut autempo ssintiist, sit od molupic
torpos aut ex excea accum que int od quos volorrum dolentiis etur ad modi andunt, ut eos repero mi,
occuscit quam facidunda dollupt aestotat lam sitatest, venitatis aliqui comnissequi ut adigendelit
laccuptatur? Erferuptati dolupit am harchit, ulles sim qui dolum quae latis il idest, cum volupta tecere plit
HEADING 1 STYLE GOES HERE
Udipsam, occum imodi sita dolutempos doluptatem ex enimus ipsaperovid quia ius ad quatur, que dus
aciaestrum hiliatectias eat quo est, sam, qui officiliqui aborit ex et ut omnis rerenis erro etusae num
sapersp itasit, sam quam qui nihicto et magnit que nempor rerroriam nulparum nes everibea si adi
corrovid mi, imosandam, nullest iosam, solupis velignate nonsequi officim endistemodio quas reptati
busdae volorpos es at et ad ut quam, aut occat mostiis ulpa dipsam, im untionsed quat eium fuga. Ita velit
dolupta tibusam aut ut autempo ssintiist, sit od molupic torpos aut ex excea accum que int od quos
JOHN HEALEY / USAID
USAID IN CENTRAL AMERIC A:
DOING BUSINESS DIFFE
RE NTLY
Intro
or deck blurb here, ilia dolor por apisquata dolorit a ipsum
custet doloratur assequam impelique p
erae nonseni natum.
JOHN HEALEY / USAID
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
28
2.6 PRESENTATIONS
PowerPoint
®
templates
A PowerPoint
®
presentation can be used for multiple purposes, from training programs to headlining conferences. A PowerPoint
®
template can be found
at www.usaid.gov/branding/resources.
•  Level 1 bullet goes here.
–  Level 2 bullet goes here.
1/5/16 FOOTER GOES HERE 4
TITLE GOES HERE &
CAN RUN TWO LINES
1/7/16 FOOTER GOES HERE 1
PHOTO COVER OPTION
TITLE GOES HERE CAN
RUN THREE LINES
SUBTITLE STYLE GOES HERE, CAN
RUN FOUR LINES
•  Level 1 bullet goes
here.
–  Level 2 bullet
goes here.
•  Level 1 bullet goes
here.
–  Level 2 bullet
goes here.
1/5/16 FOOTER GOES HERE 8
TITLE GOES HERE &
CAN RUN TWO LINES
•  Level 1 bullet goes
here.
–  Level 2 bullet
goes here.
DIVIDER TITLE GOES HERE & CAN
RUN SEVERAL LINES
1/7/16 FOOTER GOES HERE 3 1/7/16 5
•  Level 1 bullet goes here.
–  Level 2 bullet goes here.
TITLE GOES HERE
& CAN RUN
THREE LINES
STANDARD 4:3 ASPECT RATIO PPT
WIDESCREEN 16:9 ASPECT RATIO PPT
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
29
2.7 VIDEO
Film and video have the ability to immerse viewers by using personal stories, strong visuals and inspirational narratives to create an emotional connection.
Guidance on how to shoot a video in USAID’s preferred documentary style can be found at www.usaid.gov/branding/resources.
To ensure a consistent look and feel, USAID-produced videos use the ofcial USAID bumper and standard lower thirds in the Gill Sans family (regular and light).
Exact values of fonts may change due to editing programs. See 7.0 Resources for information on obtaining graphics for video.
CAPTIONS
ANIMATED BUMPER
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
30
2.8 E-NEWSLETTER
An e-newsletter connects USAID to our global audience. It can help communicate
updates on developing issues and ongoing projects. An external e-newsletter should
be easily recognized as a USAID publication, employing common elements that
brand USAID e-newsletters as ofcial and authoritative sources of information.
Given that USAID e-newsletters are produced and distributed via a wide range of
mailing list vendors, it is not possible to provide a single standard template that will
work across all mailing platforms and on all devices. Bureaus and ofces may utilize an
accessible, mobile-friendly template supplied by the vendor. Customize the template
to include the following elements and to comply with USAID’s graphic standards:
• USAID’s 2-color horizontal logo at the top of the message, surrounded
by appropriate clear space.
• Banner image below the logo.
• USAID colors for text, background tints, separator lines and other elements.
Enter RGB values as custom colors, see section 1.4.
• Source Sans Pro or Arial font for all text, or the closest available fonts.
• Social media links using the icons supplied at www.usaid.gov/branding/resources.
As ofcial communications from the Agency, USAID e-newsletters must follow the
following set of best practices in order to effectively convey our message to readers:
• Use engaging subject lines that encourage recipients to open and read the newsletter.
• Provide a link allowing recipients to view the message in a web browser
(a default setting on most mailing list providers).
• Use brief text blurbs to encourage readers to click through to content.
• Include photo credits for all photos — these can be in the text or
superimposed on the image itself.
• Include appropriate alternate text on all photos and graphic elements.
• Provide links to subscribe or “forward to a friend” — these are often
standard elements in email messages distributed via mailing list vendors.
• Provide a link to allow recipients to unsubscribe, as required under the
CAN-SPAM Act of 2003.
• Include USAID contact information, including mailing, email and web addresses,
and phone number. This is also required under the CAN-SPAM Act.
WHITE BACKGROUND, USAID LOGO SET ON
THE LEFT, SOCIAL MEDIA ICONS ON THE RIGHT
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
31
2.9 SOCIAL MEDIA
Social media is a critical and growing communication channel for USAID around
the globe. All (ofcial USAID) social media channels must be approved by LPA
and adhere to the the following guidance.
The main USAID social media channels are as follows:
Facebook
The Facebook prole picture should always be the USAID vertical logo on a
white background (180x180 pixels). Do not insert bureau or ofce name in
prole picture. Do not alter the prole picture for any reason. The cover image
(851x315 pixels) can and should be changed out regularly. When selecting a
photo, chose a rich-colored image that positively highlights our beneciaries or
the region we’re assisting.
Twitter
The Twitter prole picture should always be the USAID vertical logo on a white
background (400x400 pixels). Do not insert bureau or ofce name in prole
picture. Do not alter the prole picture for any reason. You are encouraged
to change out the large header photo regularly (1500x500 pixels). The header
photo should be a large, captivating image which shows our work and the
people we help in an uplifting manner. Do not use the header for bureau or
ofce identication.
Facebook
Twitter
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
32
2.9 SOCIAL MEDIA
Instagram
Instagram Prole Photo size: 110 x 110
Instagram photo size: 1080 x 1080
The Instagram prole picture should always be the USAID vertical logo on a
white background (110 x 110 pixels). Do not insert bureau or ofce name in
prole picture. Do not alter the prole picture for any reason. When selecting a
photo, chose a rich-colored image that positively highlights our beneciaries or
the region we’re assisting. Instagram followers engage more on images showing
clear human interaction and a variety of emotion. The post should include a link
for people to learn more about the organization or the actions in the image.
YouTube
YouTube Channel Art size: 2560 x 1440
Video thumbnail: 1280 x 720
Channel icon: 800 x 800
The YouTube channel icon should always be the USAID vertical logo on a white
background (800 x 800 pixels). Do not insert bureau or ofce name in channel icon.
Do not alter the channel icon for any reason. The channel art (2560 x 1440 pixels)
should be changed out regularly. When selecting a thumbnail, chose a rich-colored
image that positively highlights our beneciaries or the region we’re assisting.
Flickr
Key Prole Picture: 100 x 100
Cover Image: 1345 x 2500
Individual Photo Page: 60 x 60
The key Flickr prole picture located on the organization’s splash channel
should always be the USAID vertical logo on a white background (100 x 100
pixels). Do not insert bureau or ofce name in prole picture. Do not alter the
prole picture for any reason. The cover image (1345 x 2500 pixels) can and
should be changed out regularly. When selecting a photo, chose a rich-colored
image that positively highlights our beneciaries or the region we’re assisting. A
smaller prole image (60 x 60 pixels) will appear on individual photo pages. For
all photos, the caption should include a link for people to learn more about the
organization or the actions in the image.
This list will be updated as new channels come online.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
Instagram
YouTube
Flickr
33
2.9 S OCIAL MEDIA
FOR BUREAUS & MISSIONS
Social Media for Bureaus and Ofces
Bureaus and ofces with LPA-approved social media platforms may identify
themselves in the “who we are” and/or “about sections”. They should
not identify themselves in the handle name. Instead their handle should list
the topics on which they work. An approved list of topics is available at
www.usaid.gov/what-we-do. All handle names must be approved by the
USAID Senior Advisor for Brand Management.
Acceptable: USAID Global Health
USAID Education
USAID Crises and Conict
Not Acceptable: USAID/DCHA Bureau
USAID/OTI
USAID/Ofce of Diversity and Civil Rights
Social Media for Countries and Regional Ofces
Countries and regional ofces with LPA-approved social media platforms
(currently Facebook, Twitter and Instagram) should follow the same guide-
lines that apply to the main USAID platforms. Establishing other social media
platforms should be coordinated with LPA. Countries and regional ofces
may identify themselves in the handle name.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
34
2.10 WEBSITE
USAID’s website www.usaid.gov provides updated and important information
to a global audience. To ensure it is an effective tool, standard page templates
have been developed for bureaus, ofces and missions.
All content on www.usaid.gov should use the website’s native styles for display
of standard page elements such as paragraph text, headers, image treatment,
data tables and hyperlinks. While some custom coding is allowed in page content,
styles and layout elements may not overwrite or conict with native styles.
Ofcial USAID sites (microsites), in addition to being approved by the Website
Governance Board, should follow the template and look-and-feel of the
main USAID website to the greatest extent possible, including sharing top
menu navigation and style sheets with www.usaid.gov. If this is not possible
due to technical reasons, the microsite should mimic the styles and layout of
the USAID external site as much as possible to ensure a consistent visitor
experience when browsing USAID content across multiple subsites.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
35
2.11 MERCHANDISE & EVENTS
The logo or type mark may be placed on promotional items. Size, shape, space
and visibility will dictate which to use. Color and clear space specications
(sections 1.3 and 1.4 of this manual) must be followed at all times.
Shirt
A light-colored shirt should be used to ensure the logo or type mark is visible.
USAID approved colors are preferred and can be found in section 1.4 of this
manual. Use the two-color type mark on light-colored shirts. Bureau and ofce
names are not allowed on shirts. Country names are acceptable. The one exception
to this is material branded with DART used during humanitarian responses.
Additional information, such as DART, may be placed opposite of the logo.
Cap
A light-colored cap should be used to ensure the type mark is visible. USAID
approved colors are preferred and can be found in section 1.4 of this manual.
Use the two-color type mark on light-colored caps.
PHOTO: MORGANA WINGARD
PHOTO: MORGANA WINGARD
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
36
2.11 MERCHANDISE & EVENTS
Podium sign
Presentation podiums should be adorned with the USAID logo or seal.
The sign should be created to t your podium in a scale that is similar to
that shown here.
Repeating backdrop
When creating a televised or heavily photographed event, a repeating backdrop
of the logo can be used in conjunction with a podium sign.
PHOTO: PAUL MORIGI
PHOTO: STEWART GRAND / USAID
PHOTO: USAID
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
37
CONTRACTS & ACQUISITIONS
COMMUNICATIONS HELP ENSURE
BENEFICIARIES KNOW WHERE
THE AID IS COMING FROM.
3.1 BRAND APPLICATION
3.2 NAMING
3.3 SOCIAL MEDIA & WEBSITES
3.4 PROGRAM MATERIALS
3.5 COMMODITIES
3.6 PROGRAM SIGNS
3.7 ADMINISTRATIVE MATERIALS
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
38
3.1 BRAND APPLICATION
Projects funded by acquisitions include contracts, blanket purchase agreements,
task orders and purchase orders. These projects are 100 percent funded by the
Agency and we maintain exclusive branding rights. It is important to remember:
• Projects are never USAID sub-brands.
• Contractor logos are not permitted on any programmatic materials.
• Projects contracted under acquisition are not to be co-branded unless an
exception is granted as part of the project’s marking plan. This generally
occurs if a decision is made to co-brand with a host country.
• Project materials must follow USAID’s graphic standards — including
USAID’s typefaces and colors — to communicate the assistance is U.S. aid,
From the American People and to comply with ADS 320 and 2 CFR 700.16.
Grants Under Contract
While prime contracts are exclusively branded and marked with USAID
identity, ADS 320.3.2.4 states that grants under contract, when authorized
in accordance with ADS 302, must be branded and marked like grants.
In short, grants under contract follow the same brand application as assistance.
The contractor is responsible for including branding and marking requirements
for these grants in its Branding Implementation Plan and Marking Plan, as part
of its overall responsibility for managing grants under its contract.
PHOTO: BEN BARBER?
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
39
3.2 NAMING
One of the most important aspects of ensuring proper project branding is its
name. The name of a USAID project helps everyone, including the people we
assist, understand the purpose of our work. Project names should be clear,
concise and represent the work of USAID.
Acronyms can be a clever way to shorten a long program name. While a select
few may succeed at communicating a message, most simply cause confusion
amongst the audience. This is particularly true in settings where translation is
required. Rarely does an acronym succeed at communicating program goals
and they should be avoided in almost all circumstances. Program names may be
translated into a local language but USAID must remain in English at all times.
In naming a project avoid:
• Jargon
• Abbreviations
• Clever play on words
• The name of the country (i.e., assume your audience knows where they live)
• The names of implementing partners or contractors
• Ofce or bureau names
• Project logos or seals
You should include:
• USAID (people need to know where the assistance is coming from)
• A basic description of the project in simple language
Additionally, program and project names are not sub-brands and should not be
paired with the USAID logo under any circumstances.
A Few Good Program Name Examples:
• USAID Media Strengthening Program
• USAID Lestari (sustainable or everlasting)
• USAID Wulf Naafa (protect the forest)
• USAID Greening the Grid
• USAID Oceans
Program Logos Are Prohibited
Under acquisition instruments, creation of program logos is not allowed. Do not
create program logos — they compete with the USAID identity. Simply typeset
program title like a headline; see example program materials in section 3.4.
ARMS TO FARMS
FOOD FOR PEACE
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
40
3.3 SOCIAL MEDIA & WEBSITES
Social media is often part of an integrated communications campaign. It should
always be used to communicate directly with stakeholders or beneciaries in
host countries. It should never be used to promote a program or contractor.
Social media channels may be approved as part of a project’s marking plan
in consultation with the CO, contracting ofcer’s representative (COR) and
development outreach and communications specialist (DOC).
To avoid confusion with ofcial USAID social media channels, the USAID logo
should not be used as a prole picture. A photo reective of the project should
be used as a prole picture. A USAID-branded photo should be displayed as
the banner photo, and acknowledgement of USAID support should appear in
the “Prole” or “About” section.
All websites produced for USAID projects by contractors must have the
approval of the Website Governance Board and must display correct disclaimer
language as specied in ADS 557. The websites should follow the structure
and look-and-feel of the main USAID website to the greatest extent possible,
including sharing top menu navigation and style sheets with www.usaid.gov. If
this is not possible due to technical reasons, the microsite should mimic the
styles and layout of the USAID external site to the extent possible.
For further guidance, please contact LPA/Web Management at web@usaid.gov.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
41
3.4 PROGRAM MATERIALS
Program materials target beneciaries with specic messages, such as “Inoculate
your children” or “Be tested for HIV/AIDS.” Program materials also include
products meant to promote or inform non-beneciaries about the program.
All project materials must follow the graphic standards in this manual, including
using USAID’s typefaces and colors. The USAID logo should be used on
program materials to acknowledge the U.S. Government’s support and funding.
We call this “marking.” In most cases, use the USAID logo, not the country or
regional sub-brand. Contractors should submit a Branding Implementation Plan
and Marking Plan for approval at the outset of the contract.
See sections 2.10 and 2.8 of this manual and Agency Policy ADS 320, section
320.3.2 for more guidance.
Photographer / USAID
Add Program
Name Here
SUB-HEADING/SLOGAN
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velendi ad que nonse exernam, et
es eicia nulluptatus ratur res eum
ea culpa voluptat porporrum hit
acepudiciis es sinis sit.
ADD
MESSAGE
HERE
Photographer / USAID
Add Program
Name Here
SUB-HEADING/SLOGAN
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ius nobis voluptati unt facerfe rferupt asimosa sit, sit
aut rem eume re doloritis volore, cuptatendit aliquis
ut omnimaximus velendi ad que nonse exernam, et
es eicia nulluptatus ratur res eum ea culpa voluptat
porporrum hit acepudiciis es sinis sit.
ADD
MESSAGE
HERE
Add Program Name Here
SUB-HEADING/SLOGAN
ADD
MESSAGE
HERE
Photographer / USAID
Program Name
SUB-HEADING/SLOGAN
Arum sinus porero blam sae perum nim
eumquo incil ius nobis voluptati unt ferfe
rferupt asimosa sit, sit aut rem eume re
doloritis volore.
ADD
MESSAGE
HERE
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
42
3.5 COMMODITIES
Commodities are among the most visible forms of communication.
All commodities must be marked with the USAID logo unless a waiver
or exception has been granted.
You may use either the two-color or black-only version of the logo.
All guidelines shown earlier in this manual must be followed.
The brand applications shown are just examples intended to demonstrate
the exibility and consistency of the logo across a variety of platforms.
PHOTO: JEFF HOLT
PHOTO: UNICEFPHOTO: J. LOWRY / IOM
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
43
3.6 PROGRAM SIGNS
Marking USAID program sites and vehicles is a large part of our branding efforts.
It is critical that the people who visit the clinics we modernize, or attend the schools
we build, know that those facilities have been provided or upgraded with the
support of the American people. ADS 320.3.2.4 states: Program, project, or activity
sites nanced by USAID contracts, including visible infrastructure projects (roads,
bridges, buildings, etc.) or others that are physical in nature (agriculture, forestry,
water management, etc.), must prominently display the USAID Identity. Temporary
signs must be erected early in the construction or implementation phase.
When construction or implementation is complete, the contractor must install
a permanent, durable and visible sign, plaque, or other marking.
Signs and plaques
For brand consistency, the following guidelines as well as those in this manual
must be observed. Position the USAID logo at the top. When appropriate to
show partnership with the host government, include the U.S. and host country
ags, anking the top left and right corners.
Missions can decide on the remaining information based on the specic project
details and local customs. An optional short narrative about the program and
the deliverables should emphasize the “people to people” aspect. Presenting
the information in both English and local languages, with a maximum of two
local languages per sign or plaque, is recommended.
Other parties to be acknowledged, additional logos, and the dates can be
included at the bottom. Do not include contractor’s logos on signs, plaques
or other project materials. Do not include bureaus or ofces.
Vehicles
Programmatic vehicles may be marked using either the vertical or horizontal
logo. We recommend using a magnetic logo that can be easily removed.
Please check with mission or embassy security to determine if USAID
branding on your vehicle is appropriate. All guidelines regarding logo
(sections 1.3 and 1.4) must be followed.
PHOTO: DAVIDE MUTUA / USAID
PHOTO: FAITH NJOKI NJUNG’E / USAID KENYA
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
44
3.7 ADMINISTRATIVE MATERIALS
Organizations with USAID contracts or acquisition-funded projects are not
permitted to use the USAID logo, type mark or seal on any administrative
materials, including business cards, stationery, etc. Vehicles that are used
exclusively for administrative purposes should not be marked. Recipients of
USAID-funded contracts must prohibit employees from claiming the status
of or being perceived as a USAID employee or member of the United States
Government or Diplomatic Mission.
Examples of administrative communications include, but are not limited to,
correspondence with the cooperating government concerning contractor
compliance with local law, such as the administration of tax, customs, or
other provisions.
Contractors may include “USAID Contractor” on their business cards and
stationery if desired.
Please see ADS 320.3.1.5 for additional information.
Company
Logo
Company Name
www.company.com | info@company.com
Dear Recipient,
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nectia dem essit aut antiumqui quia niatio odi con recabo. Et aut eat maio. Ficipsum sim repre ipit et aut
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verum quuntis cipsaperspe volor solut veribus aruptionet doluptaque id mo cus sit ut volupta sit voluptate
venihit ut pre illigendita qui bea enderch itatisitatum reium rem ation enis ea net qui re ventiae. Feribust
ullaut lam, quo ipsum quat prem litium fuga. Ipsam eosantente pere illorum que ex est is estion rernati
simenti doluptate re laborei usaperum rehenti doluptae repelitem faccatis et aut harchitas elenturiora ilit,
qui ut ofcab imet quibus si aut dolor apieni dolenihillia conet ero conecepro qui simus eaquatur, ut perro
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emporeprate conem verum eum ullabo. Neque lam, occus el in platem fugia volorep udaestiorest ute
pratur, qui tem et quoditios erro mo consectum esectem et ut raerfer oriaecu ptatemporro bea il imilla
ipidus experspis sim velecat ionseque ea natiis sam et, nus remqui verferere evenis voluptium quis quod
minulla id ullestius plit re repudam utem que de et aut lam abo.
Ut lati omnis magnisciis sunt, nus.
At aut voluta qui nus, solloria dolorporrum deleniatur?
Ant asperi corio. Nem fuga. Nempor sunt ut volorem iligend uciae. Cae. Cabo. Duciis cus, con natur
acipien daereptas sunt, consecupit et reic testium aut experis moditatur? Caboris ute nobit, ofcipiet
odigendic tentinis et dolumet utatur apellorem. Ed magnim si quae cuptiant unt voluptaque dolorep
udandig nihitae quia voluptia alic testo ofcit lab is demperc hictiae eiusam nem inis duci ut eume omnihil
iberuptatus eiuntur autessequid quundio optatur soluptas eum et et veliquis et, sam voluptus, ius.
Onsedit aut odit odis es nimin cusda vendios eaquiae volorum dent.
Street Address
City, State Postal Code
o 000.000.0000 | o 000.000.0000
f 000.000.0000
name@company.com
Sincerely,
Individual Name
Title, USAID Contractor
Project Name
Individual Name
Company
Logo
Company Name
Individual Name
Title, USAID Contractor
Project Name
o 000.000.0000
m 000.000.0000
name@company.com
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
45
GRANTS, COOPERATIVE
AGREEMENTS & ASSISTANCE
WORKING TOGETHER
WE CAN HELP MORE PEOPLE.
&
S
ACTS
SITION
4.1 BRAND APPLICATION
4.2 SOCIAL MEDIA & WEBSITES
4.3 CO-BRANDING
4.4 ADMINISTRATIVE MATERIALS
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTR
ACQUI
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
46
4.1 BRAND APPLICATION
Assistance projects are co-owned and co-branded by USAID. Working in
cooperation with our partners, we determine the best branding strategy to
acknowledge our joint work.
At a minimum, USAID’s logo should be displayed at visually equal size and
prominence as each of the other partner’s logos. To show partnership with the
host government, where applicable, a host country symbol or ministry logo may
be added.
Projects should not create their own logos. In certain cases, a project may
require a unied identity or logo to achieve its programmatic objectives. For
example, in a campaign to mobilize voters, the project may need to have a
unied face that can be easily identied by target audiences, a goal that cannot
be accomplished by using myriad unrelated logos.
If, after consultation with the DOC and agreement ofcer’s representative (AOR),
it’s determined that a project logo is needed, the project logo can be larger or
more prominent than the partner logos to assist in the branding of the program
and convey that it’s a program, not a partner. USAID’s Senior Advisor for Brand
Management must approve all project logo requests. Please email the branding
champions team (brandingchampions@usaid.gov).
USAID does not require use of USAID’s typefaces and colors in assistance-funded
project materials.
PHOTO: CHARLIE WATSON / RAINFOREST ALLIANCE
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
47
4.2 SOCIAL MEDIA & WEBSITES
Projects funded through assistance often take the form of partnerships. These
require a smart and thoughtful approach to the use and branding of social
media properties.
Assistance projects’ social media channels do not need to reect the look-and-feel
of ofcial USAID platforms and should not use the USAID logo as a prole
picture. Use an approved project logo or a photo reective of the project as
the prole picture. Acknowledge USAID and other partners in the “Prole”
or “About” section.
Websites produced under grants or cooperative agreements should display the
USAID logo on the homepage in visually equal size and prominence to other
partners. The logo does not need to appear in the top banner.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
48
4.3 CO-BRANDING
Co-branding helps show unication between USAID and our partners. When co-branding communications, it is critical to follow all the guidance in this manual.
The USAID logo should be placed in the lower left corner with partner logo(s) to the right. It is important to ensure all partner logos are of visually equal weight
and nothing has more prominence than the USAID logo. All seals should be same height as the USAID seal. Any bold type logos should be same height as USAID
type mark (descenders may fall below the line). And if the logo uses illustration, ne lines or small text, you may manually size the logo. See example below.
Minimum clear space on all sides of the USAID and partner logos is equal to the width of the “US” in the USAID type mark. See section 1.3 of this manual for
minimum print size.
CLEAR SPACE
USAID LOGO SHOULD BE OF VISUALLY
EQUAL SIZE AND PROMINENCE WITH
EACH PARNTER’S LOGO.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
49
4.4 ADMINISTRATIVE MATERIALS
Organizations with USAID grants, cooperative agreements and assistance-
funded projects are not permitted to use the USAID logo, type mark or seal
on any administrative materials, including business cards, stationery, ofces
and vehicles. Recipients of USAID grants and cooperative agreements must
prohibit employees from claiming the status of or being perceived as a USAID
employee or member of the United States Government or Diplomatic Mission.
Assistance-funded projects may include “USAID Grantee” on their business
cards and stationery as appropriate. (Per ADS 320.3.1.6)
www.organization.org | [email protected]
Dear Recipient,
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nectia dem essit aut antiumqui quia niatio odi con recabo. Et aut eat maio. Ficipsum sim repre ipit et aut
ipsam etur, tenimpo ruptatur, simpos cor aut dolore senda vollabore nonsendit que vel mincimetur aut
verum quuntis cipsaperspe volor solut veribus aruptionet doluptaque id mo cus sit ut volupta sit voluptate
venihit ut pre illigendita qui bea enderch itatisitatum reium rem ation enis ea net qui re ventiae. Feribust
ullaut lam, quo ipsum quat prem litium fuga. Ipsam eosantente pere illorum que ex est is estion rernati
simenti doluptate re laborei usaperum rehenti doluptae repelitem faccatis et aut harchitas elenturiora ilit,
qui ut ofcab imet quibus si aut dolor apieni dolenihillia conet ero conecepro qui simus eaquatur, ut perro
ipis quibus, omniet perundis autest, omnimil luptati atiscias magnatesto derione prestis volores dipsunt
emporeprate conem verum eum ullabo. Neque lam, occus el in platem fugia volorep udaestiorest ute
pratur, qui tem et quoditios erro mo consectum esectem et ut raerfer oriaecu ptatemporro bea il imilla
ipidus experspis sim velecat ionseque ea natiis sam et, nus remqui verferere evenis voluptium quis quod
minulla id ullestius plit re repudam utem que de et aut lam abo.
Ut lati omnis magnisciis sunt, nus.
At aut voluta qui nus, solloria dolorporrum deleniatur?
Ant asperi corio. Nem fuga. Nempor sunt ut volorem iligend uciae. Cae. Cabo. Duciis cus, con natur
acipien daereptas sunt, consecupit et reic testium aut experis moditatur? Caboris ute nobit, ofcipiet
odigendic tentinis et dolumet utatur apellorem. Ed magnim si quae cuptiant unt voluptaque dolorep
udandig nihitae quia voluptia alic testo ofcit lab is demperc hictiae eiusam nem inis duci ut eume omnihil
iberuptatus eiuntur autessequid quundio optatur soluptas eum et et veliquis et, sam voluptus, ius.
Onsedit aut odit odis es nimin cusda vendios eaquiae volorum dent.
Street Address
City, State Postal Code
o 000.000.0000 | o 000.000.0000
f 000.000.0000
[email protected]
Sincerely,
Individual Name
Title, USAID Grantee
Project Name
Individual Name
Organization
Logo
Organization Name
Organization
Logo
Organization Name
Individual Name
Title, USAID Grantee
Project Name
o 000.000.0000
m 000.000.0000
name@company.com
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
50
COMMUNICATIONS INITIATIVES
HAVE THEIR OWN BRAND,
MESSAGE AND DESIGN APPROACH
5.1 OVERVIEW
5.2 PRESIDENTIAL INITIATIVES
5.3 USAID CAMPAIGNS
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
51
5.1 OVERVIEW
Due to the continually changing communications landscape, there are
often unique initiatives and campaigns that require specic graphic standards
and adaptations. When special situations occur, the rst step is to contact
USAID’s Senior Advisor for Brand Management through the branding
champions team at brandingchampions@usaid.gov. The branding champions
team is a group of Agency communications professionals. They review and
answer those few questions that cannot be addressed by the COR, AOR,
DOC, or bureau communicator.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
52
5.2 PRESIDENTIAL INITIATIVES
Presidential initiatives are interagency or whole of government programs that often
span multiple agencies within the U.S. Government. Some of these initiatives will
have their own logos, branding guidelines, websites and social media platforms.
The following best practices apply to the majority of presidential initiatives.
• Include the USAID logo on all project materials unless a special ADS 320
exc
eption has been granted by the Administrator.
• Maintain the “look and feel” of USAID by utilizing the approved color
options. By using tints and shades of the USAID color palate, a unique
look and feel can be maintained.
• Separate social media platforms are generally not recommended. When
approved by USAID’s Senior Advisor for Brand Management, they must
adhere to the same guidance as countries and regions. See 2.9.
• W ebsites should generally be located at www.usaid.gov. To utilize a unique
.gov address, clearance must be obtained through the USAID’s Senior
Advisor for Brand Management and additional consultations with LPA and
Ofce of the Chief Information Ofcer.
• Must have their own graphics standards manual with clear explanations on
usage. Graphic standards for current presidential initiatives can be found at
www.usaid.gov/branding/resources.
Existing Initiatives
• Feed the Future
• Power Africa
• Trade Africa
• Young African Leaders Initiative
• President’s Malaria Initiative
• President’s Emergency Plan for AIDS Relief
• Let Girls Learn
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
53
5.3 USAID CAMPAIGNS
Campaigns are USAID-created communication efforts that involve specic
priority issues. They should be time-bound and aimed at a specic target
audience. Campaigns led by USAID must follow these guidelines and be
approved by USAID’s Senior Advisor for Brand Management.
• Include the USAID logo on all materials.
• Utilize font treatments within the Gill Sans family; new logos are
not allowed.
• Maintain the “look and feel” of USAID by using the approved color options.
• Web pages may be customized, but must be housed under
www.usaid.gov.
See section 2.10.
• New social media platforms are not allowed.
Campaigns that are solely funded and promoted by USAID, such as the
Extr
eme Possibilities campaign, are designed to promote the Agency’s mission
and key messages. These campaigns must retain the look and feel of USAID
branding by adhering to USAID’s typeface and color guidelines. However,
additional colors and elements can be added to create a unique look and feel
with approval of USAID’s Senior Advisor for Brand Management
Extreme Possibilities
Let Girls Learn
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
54
PROCEDURES & CLEARANCE ARE
TO BE FOLLOWED TO ENSURE OUR
BRAND IS REPRESENTED PROPERLY.
6.1 CLEARANCE & ENFORCEMENT
6.2 EXCEPTIONS & WAIVERS
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
55
6.1 CLEARANCE & ENFORCEMENT
Clearance
Bureau communicators and DOC specialists are able to clear on the majority
of branding issues. If further clarication is needed, the branding champions
team (brandingchampions@usaid.gov) should be consulted.
Who clears on branding?
For USAID corporate communications: Your bureau communicator or DOC
clears on basic branding matters.
For contract-funded projects: Your COR clears on basic branding matters
in consultation with the DOC.
For assistance-funded projects: Your AOR clears on basic branding matters
in consultation with the DOC.
USAID branding champions (brandingchampions@usaid.gov) clear on
high-prole external communications, ofcial Agency reports, newsletters
(not including mission newsletters) and more complex matters.
Enforcement
It is the responsibility of everyone to help enforce branding standards. In most
cases, branding violations are due to a lack of awareness and can easily be
remedied. In cases where a contractor or partner do not take action to comply
with standards, corrective action must be taken. The following ADS addresses
how corrective action should occur.
320.3.8 NONCOMPLIANCE EFFECTIVE DATE: 01/08/2007
If USAID implementing partners do not comply with the marking require-
ments as established in the approved Marking Plan, the CO/AO, in consul-
tation with Principal Ofcer or other head of USAID operating unit, the
COR/AOR, and the Program Ofcer, must initiate corrective action. Such
action may involve informing the host-country government, contractor,
recipient, or other USAID partner of the instances of noncompliance and
requesting that it carry out its responsibilities as set forth in the applicable
agreement. Major or chronic noncompliance with the BS, BIP or Marking
Plan or marking requirements will trigger remedies available to USAID under
the specic provisions of the relevant USAID contract or assistance award,
or other USAID funded award (for cases of noncompliance with assistance
marking requirements, see 2 CFR 700.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
56
6.2 EXCEPTIONS & WAIVERS
Exceptions
Exceptions are programmatic in nature and are usually approved pre-award.
Exceptions are managed by a Mission’s DOC and reviewed with Principal
Ofcers (please refer to ADS 320.6 for the denition of a Principal Ofcer)
as needed. Post-award exceptions to marking requirements are submitted via
the COR/AOR and require a revision of the Branding Implementation Plan and
Marking Plan for the project.
Exceptions are generally awarded in non-emergency situations and include
those that would:
a. I nvolve program or materials where independence or neutrality is an inherent
aspect of the program and materials. This includes, but is not limited to,
the following:
• Election monitoring or ballots, and voter information literature;
• Political party support or public policy advocacy or reform;
• Independent media, such as television and radio broadcasts, and
newspaper articles and editorials; and
• PSAs or public opinion polls and surveys.
b. Diminish the credibility of audits, reports, analyses, studies, or policy
recommendations whose data or ndings must be seen as independent.
c. U ndercut host-country government “ownership” of constitutions, laws,
regulations, policies, studies, assessments, reports, publications, surveys or
audits, PSAs, or other communications better positioned as “by” or “from”
a cooperating country ministry, organization, or government ofcial.
d. I mpair the functionality of an item, such as sterilized equipment or spare parts.
e. Incur substantial costs or be impractical, such as items too small or other
otherwise unsuited for individual marking, such as food in bulk.
f. Offend local cultural or social norms, or be considered inappropriate on such
items as condoms, toilets, bed pans, or similar commodities.
g. C onict with international law, such as the internationally recognized
neutrality of the International Red Cross or other organizations.
h. Deter achievement of program goals, such as cooperating with other donors
or ensuring repayment of loans.
Waivers
Waivers are circumstantial, not programmatic, in nature, and are approved in
response to adverse circumstances that affect implementation. Waivers are
granted when USAID-required markings would pose compelling political, safety,
or security concerns, or marking that has had or will have an adverse reaction in
the cooperating country. In exceptional circumstances, the principal ofcer may
approve a blanket waiver by region or country. Per ADS 320.2, the Senior Advisor
for Brand Management (or designee) in the Bureau for Legislative and Public
Affairs is responsible for the following: Consulting, as needed, with the Ofce
of the General Counsel and Bureau for Management, Ofce of Acquisition and
Assistance on revisions to the Agency’s marking policy directives and required
procedures, regulations, clauses, or provisions, including ADS 320, reviewing
exceptions, waivers, and Administrator determinations for amended branding/
marking; and reviewing/approving special use of contractor logos. The Principal
Ofcer must consult with the regional security ofcer or country Emergency
Action Committee, if available, before submitting a waiver request.
The waiver must consider the same information that applies to determinations
of the safety and security of U.S. Government employees in the cooperating
country. It must also consider any information supplied by the contractor or
subcontractor for whose contract the waiver is sought. In sum, this waiver
authority is for situational or security circumstances that are caused by the local
environment. The Principal Ofcer may not re-delegate this authority, but it
may be exercised by ofcials serving in an acting capacity.
Please refer to ADS 320 and regulatory 2 CFR 700.16 guidance on waivers and
exceptions for additional information.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
57
RESOURCES
7.1 HELPFUL RESOURCES
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
58
7.1 RESOURCES
Additional resources can be found below:
ADS 320 Branding and Marking: www.usaid.gov/ads/policy/300/320
Grants and Cooperative Agreements with Public International Organizations: ADS 320.3.6
Interagency Agreements: ADS 306
Logo les: www.usaid.gov/branding/resources
Templates: www.usaid.gov/branding/resources
2 CFR Regulations 700.16 (Marking): www.ecfr.gov
USAID Graphic Standards Manual and Partner Co-Branding Guide: www.usaid.gov/branding
USAID Mission & Message Manual: www.usaid.gov/branding/resources
USAID’s Photography and Video Style Guide: www.usaid.gov/branding/resources
To obtain access to video bumpers, please contact: usaidvideo@usaid.gov
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
59
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
GLOSSARY
60
8.1 GLOSSARY OF TERMS
ADS: Automated Directives System, contains USAID’s policy directives
and required procedures
AO: Agreement Ofcer
AOR: Agreement Ofcer’s Representative
Brand: How others perceive an organization, company or product. Brand
includes an organization’s reputation for delivering on its promise; its values,
identity, personality; and the complete experience of interacting with an organi-
zation. USAID’s brand is its most important asset.
Branding: Refers to how a program or project is named and positioned; who it
is from, identies the sponsor of the work.
Branding Champions: A group of Agency communications professionals. They
review and answer those few questions that cannot be addressed by the COR,
AOR, DOC, or bureau communicator.
Branding Implementation Plan (BIP): A plan, developed by contractors,
that describes how the program will be communicated to beneciaries and
promoted to host-country citizens; it outlines the events and materials the
contractor will use to deliver the message that the assistance is from the
American people.
Branding Strategy (BS): A document that identies the program or project
name, how the materials and communications will be branded, the desired level
of visibility and the communications tools used to publicize the aid as from the
American people. For contract-funded programs: this document is developed by
the Strategic Objective Team or Requesting Ofce. For assistance awards: this
document is developed by the Apparently Successful Applicant.
Bureau Communicator: Communications professional located within a
USAID/W bureau. Bureau communicators work with DOCs, and bridge
communications efforts between USAID headquarters and the Mission.
Clearance: Approval
CO: Contracting Ofcer
COR: Contracting Ofcer’s Representative
DOC: Development Outreach Communications specialist
Exception: An ofcial decision, for programmatic reasons, to not require
marking on a particular project’s materials. Exceptions are usually approved
pre-award in non-emergency situations.
GC: General Counsel
Marking: Refers to physical application of graphic identities or logos to program
materials or project signage to visibly acknowledge contributors; it identies
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.
OIG: Ofce of the Inspector General
Principal Ofcers: The most senior ofcer in a USAID Operating Unit in
the eld, e.g., USAID Mission Director or USAID Representative. Principal
Ofcers also include the directors of USAID/W/Ofce of U.S. Foreign
Disaster Assistance and Ofce of Transition Initiatives when those ofces are
implementing emergency disaster relief and assistance to internally displaced
persons, humanitarian emergencies or immediate post conict and political
crisis response in a cooperating country. For non-presence countries, the
01/02/2015 Partial Revision ADS Chapter 320 28 cognizant Principal Ofcer
is the Senior USAID ofcer in a regional USAID Operating Unit responsible
for the non-presence country, or in the absence of such a responsible operating
unit, the Principal U.S Diplomatic Ofcer in the non-presence country
exercising delegated authority from USAID. (ADS 320)
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
61
8.1 GLOSSARY OF TERMS
Senior Advisor for Brand Management: The Senior Advisor for Brand
Management (or designee) in the Bureau for Legislative and Public Affairs is
responsible for:
• Developing and updating the Agency’s internal and external branding policy
directives and required procedures.
• Consulting, as needed, with the Ofce of the General Counsel (GC) and
B
ureau for Management, Ofce of Acquisition and Assistance (M/OAA) on
revisions to the Agency’s marking policy directives and required procedures,
regulations, clauses, or provisions, including ADS 320, reviewing exceptions,
waivers, and Administrator determinations for amended branding/marking;
and reviewing/approving special use of contractor logos.
The Senior Advisor for Brand Management clears on any initiative logos and
accompanying style guides, social media handles for bureaus and ofces,
project logo requests, campaigns and waivers. The Senior Advisor for Brand
Management leads the branding program, makes decisions and answers those
few questions that cannot be addressed by the branding champions.
Waiver: An ofcial 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.
1.0
OUR
BRAND
2.0
USAID
CORPORATE
3.0
CONTRACTS &
ACQUISITIONS
4.0
GRANTS &
COOPERATIVE
AGREEMENTS
5.0
COMMUNICATIONS
INITIATIVES
6.0
PROCEDURES &
CLEARANCE
7.0
RESOURCES
8.0
GLOSSARY
62
THANK YOU. TOGETHER WE
CAN ENSURE THE USAID BRAND
REMAINS A POWERFUL SYMBOL
OF THE AMERICAN PEOPLE.