ASSISTANCE AWARDS
Presented by Joanne Giordano,
Senior Advisor to the Administrator
September 2006
SERBIA RESEARCH
Gallup focus groups, August 2004, Belgrade and Nis
Respondents 18-55, high school, post-secondary, university
• “... first associations with America are—power and force.”
• “All participants think positively of the US citizens...
• make an obvious difference between government of America
and its citizens.”
• “Every donation is positive and welcome.”
• “..none of the respondents heard about any of the USAID
programs.”
WEST BANK GAZA RESEARCH
Al Nasher Advertising Agency Focus Groups, November 2004
Jenin, Nablus, Tulkarem, Tobas, Ramallah, al-Quds,
Hebron, Bethlehem
“... more than 50% of participants never heard of USAID.”
• “70% of those familiar with the USAID logo said they recognized
it from project signs.”
• “Some thought the logo belonged to UNDP.”
• “Only 5% were aware the support comes from American
taxpayers.”
• “Some thought the funds came from the international
community or from NGOs.”
BUILDING A
GLOBAL BRAND
BUILDING A GLOBAL BRAND
The first step is developing a
visual identity
that is used consistently
on all communications.
INCONSISTENT LOGO
INCONSISTENT IDENTIFIER
AID
IDENTIFIER AND LOGO NOT A UNIT
LOGO
UPDATED LOGO
• Changed to a sans serif typeface.
• Repositioned Agency name for right reading.
• Redrew handclasp.
• Improved readability and reproduction.
USAID LOGO
This remains the graphic representation of the
U.S. Agency for International Development.
WHAT ARE WE BRANDING?
BRAND CATEGORY
• International Development
• Development Assistance
• Foreign Aid
• Foreign Assistance
• U.S. Assistance
ADDED BRAND NAME
• Graphic representation of U.S. foreign assistance.
• Raises visibility and value of the brand category.
• Symbolizes aid is from the United States.
• Differentiated from British or Japanese aid.
• Becomes our brand name.
BUILDING A BRAND
• Identity that creates instant recognition
• Competitive advantage
• Core values
• Global vision
• Relationship with customers
• Promise to constituencies
• Positioning
Value Proposition
USG
UN/IO’s
NGO’s
International Aid Agencies
ADDED TAGLINE
• Communicates a clear message.
• Funded by U.S. taxpayers.
• Gesture of U.S. citizens.
• In the U.S. interest.
STANDARD GRAPHIC IDENTITY
• Updated logo remains graphic representation of our Agency.
• “Brand name” differentiates our aid from other donors.
• The tagline shows our funding is from U.S. taxpayers.
STANDARD GRAPHIC IDENTITY
• Designed to work together as a unit.
• Most powerful when presented together.
• Must be used consistently and persistently to gain equity.
• Logo + Brand Name = Standard Graphic Identity.
BRAND BEFORE AGENCY
• USAID Identity is the primary identifier.
• Agency name is secondary, goes on the back of publications.
REPLACE WITH MISSION
OR PROGRAM ADDRESS
• The Identity is available in two colors or one color.
• Available as a horizontal or vertical arrangement.
• No other color combinations or arrangement is permitted.
• Do not re-create; files at www.usaid.gov/branding.
SUB-BRANDS
• Countries and places that receive US assistance are sub-brands.
• The country name and tagline should be translated.
• One translation per language, used consistently.
SUB-BRANDS
TRANSLATED TAGLINES
PARTNER CO-BRANDING GUIDE
• Will detail co-branding for grants and
co-operative agreements.
• Materials co-funded by USAID.
• Target date for print publication: 2006.
• Interim guidance at: www.usaid.gov/branding
CURRENTLY NO MARKING REQUIREMENT
• Regulations (AIDAR 752.7009) and Agency policy (ADS 320)
currently requires marking by contractors.
• USAID is requiring contractors to follow new branding guidelines
with all reasonable dispatch.
• There was no marking requirement in our regulations (22 CFR
Part 226) that covered administration of grants and cooperative
agreements, or in Agency policy (ADS 320).
PUBLIC RULEMAKING
• To fully align policy and law, FAA 641, and to ensure public
participation in Agency rulemaking, USAID issued a notice of
proposed rulemaking (a draft rule) in the Federal Register,
December 20, 2004.
• That proposed rule amends 22 CFR Part 226 to require
marking by recipients of grants and cooperative agreements.
• The period for public comment closed February 3, 2005. USAID
received just over 40 comments.
• Final rule published August 26, 2005 in Federal Register.
• Effective date: January 2, 2006.
CO-BRANDING
MARKING POLICY/RULE
• USAID policy is that all programs, projects, activities, public
communications, and commodities, partially or fully funded
by a grant or cooperative agreement or other assistance
award or subaward must be marked appropriately overseas
with the USAID Identity of a size and prominence
equivalent to or greater than the recipients, other donor’s
or other partner’s logo.
EQUAL SIZE AND PROMINENCE
MARKING POLICY/RULE
• USAID reserves the right to require its Identity (or host
country symbol) to be larger and more prominent if it
is the majority donor.
• Decisions will be on a case-by-case basis depending on
the program goals and materials produced.
GREATER SIZE/PROMINENCE
NEW REQUIREMENTS
• Agreement Officers will incorporate marking requirements in
all new awards – and some existing awards, if funds
available – obligated after January 2, 2006.
• Apparent Successful Applicants must submit a “Branding
Strategy” and “Marking Plan.”
BRANDING STRATEGY FOR ASSISTANCE AWARDS
• After technical evaluation, not competitively evaluated.
• Apparent successful applicant required to submit “Branding
Strategy.”
• Answers key questions, how will program:
– Be named
– Communicated to beneficiaries
– Promoted in host country
– Acknowledge donors and other supporters
MARKING PLAN
• Indicates quantities to be marked (500 competes) and type of
label to be used (stickers).
• Proposes items not to be marked and requests exceptions.
• Proposal negotiated to ensure appropriate level of marking.
• Budget included in total cost estimate.
• Plan included in award. Monitored by CTO.
MARKING POLICY/RULE
• Marking requirements flow down to subawards.
• USAID reserves the right to require marking with the USAID
Identity in the event the recipient does not choose to mark with
its own identity/logo.
• If USAID approves an exception or waiver, recipient must obtain
approval before using its own logo.
PRESUMPTIVE EXCEPTIONS
PRESUMPTIVE EXCEPTIONS
• Narrowly tailored list of programs/commodities not intended to
be marked.
• Exceptions NOT automatic; must be approved by USAID
Contracts/Agreements Officer.
• Apply for life of the award.
• Goal is to reduce bureaucracy and burden on MDs.
• Current ADS 320 has a categorical exemption for items ship in
bulk or too small to effectively mark.
PRESUMPTIVE EXCEPTIONS, IF MARKING WOULD:
• Compromise the intrinsic independence or neutrality.
• Diminish the credibility.
• Impair the functionality.
• Undercut host-country ownership.
• Incur substantial costs or be impractical.
• Offend local culture or social norms.
• Conflict with international law.
WAIVERS
WAIVERS GRANTED BY MISSION DIRECTOR
 Marking requirements may be waived by the USAID Principal
Officer (Mission Director) for compelling safety, security, or adverse
impact in the host country.
 For exceptional circumstances, waivers may be issued by region or
country.
 Official waiver (Action Memo) developed for missions; waiver
request forms for partners.
WAIVERS
• Approved waivers ‘flow down” to recipients of subawards.
• No marking is required while a waiver determination is pending.
• Recipients may request waivers after award; appeals process
(to Assistant Administrator).
• Waivers may be reviewed by Principal Officer at any time.
BRAND HERITAGE
OUR HERITAGE
• Labeling was first required during the
Marshall Plan.
• 1948 design adapted from the
Great Seal of the United States.
• Message translated into local language.
OUR FAMOUS HANDCLASP
• 1953, Eleanor Gault revised the emblem.
• “Clasped hands” symbolized unity, good will
and cooperation.
• “Could serve to identify the aid as mutual effort
with mutual benefits shared by our country and
friends around the world.”
OUR NEW IDENTITY
• Developed in 2004 to ensure people
understand our assistance is provided by U.S.
taxpayers.
• USAID is one Agency:
We have one identity, one brand.
OUR BRANDING GOAL
People all over the world will be able to look
at any program, project, activity,
communication, or commodity and
instantly know it was provided by:
THE AMERICAN PEOPLE
U.S. IMAGE IMPROVES MARKEDLY
FOLLOWING TSUNAMI RELIEF
U.S. State Department