USAID Civic Initiatives Support Program
Annex 1 - Branding and Marketing
Awardees are required to comply with the Branding and Marking Plan that is incorporated
in the prime award. With USAID “Branding” refers to how a program or project is named
and positioned, who it is from; it identifies the sponsor of the work. “Marking” refers to
applying graphic identities or logos to program materials or project signage to visibly
acknowledge contributors; it identifies organizations supporting the work. Branding and
marking requirements for USAID-funded grants are contained in 2 CFR 700.16.USAID. The
FHI 360 Branding and Marking Plan that applies to this contract is attached..
I.
Introduction
FHI 360 has prepared this Branding Strategy and Marking Plan to outline how the USAID
Civic Initiatives Support Program will comply with USAID regulations on incorporating
the USAID identity. This strategy was developed in accordance with 22CFR226.91.
The USAID CIS Outreach and Communications Strategy has been designed and approved
by USAID/Jordan during Year I Q2. This branding and marketing plan, along with the
USAID CIS Outreach and Communications Strategy, will support the Mission’s overall
communications objectives in implementing the CDCS.
II.
Branding Strategy
The USAID CIS strategy describes how the program is named and positioned, how it is
promoted and communicated to beneficiaries and interested parties. It also identifies
USAID/Jordan as its donor and explains how it will be acknowledged.
(A) Positioning
The name of the program is the USAID Civic Initiatives Support Program (USAID CIS)
‫ لدعم مبادرات المجتمع المدني‬USAID ‫برنامج‬
The program will use the following acknowledgements, when possible and appropriate,
to accompany the USAID identity: “This program was made possible by (or with) the
generous support of the American people”.
(B) Co-Branding/Branding and Marking with Others
All program deliverables and communication products, including those that are
supported through grants or sub-awards, will be co-branded with the USAID identity of
a size and prominence equivalent to that of other donors and other partners. Cobranding or acknowledgement of program partners will be made based on financial or
in-kind support provided in each activity. The program will follow additional guidelines
for such marking provided in ADS 320 and in the USAID Graphic Standards Manual.
Depending on the context and medium, the program will use image, audio, and text to
acknowledge other partners and donors.
(C) Programs and Communications and Publicity
The primary and secondary audiences of the program are as follows:
(i) Primary: Jordanian civil society organizations (CSOs), the Government of
Jordan, media outlets in Jordan, and members of the
Jordanian public
USAID Civic Initiatives Support Program
(ii) Secondary:
International non-governmental organizations (NGOs)
and donor agencies, as well as other USAID
implementing partners
The following communication or program material may be used to explain or market
the program to beneficiaries:
assessment tools, brochures and leaflets, case studies, educational materials, emails,
film and videos, graphics and visuals, posters, presentations, public service
announcements, requests for applications (RFAs) and Annual Program Statements
(APS), radio programs, reports, studies, television programs, training materials, and
web-based media.
The main program message is:
USAID CIS aims at cultivating a strong and vibrant civil society in Jordan through
supporting a broad range of civic initiatives.
The Arabic program message will be included in the Outreach and Communications
Strategy.
(D) Donor Acknowledgements
There is no other cosponsor or donor for this program besides USAID. FHI 360
will take advantage of cost share opportunities for USAID CIS. In the case of an
additional donor, this donor will be appropriately recognized with an identity
element of a size and prominence equivalent to or lesser than that of USAID.
III.
Marking Plan
This Marking Plan outlines how FHI 360 will visibly mark the program activity sites,
public communications, program materials, commodities and sub-awards with the
USAID identity. The program deliverables outlined below will be marked with the
USAID identity of a size and prominence equivalent to or greater than that of FHI 360,
other donors, and other partners.
A. Activity Sites and Infrastructure Projects
Program, project, or activity sites funded under this award, or other programs,
projects, or activities that are physical in nature (for example, agriculture, forestry,
water management), will be marked with the USAID CIS program name along with the
USAID and FHI 360 logos as follows:
Program Deliverable(s)
Marking Materials Used, Placement and Timing
To be determined per the
USAID CIS approved subaward initiatives

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Temporary signs located in front of the site during
construction/ rehabilitation, where possible
Permanent sign located at the site, where possible
B. Communication products and program materials
The following disclaimer will be included in any public communications produced by
the program or its sub-awardees where the content has not been approved by USAID:
USAID Civic Initiatives Support Program
“This study/report/audio/visual/other information/media product (specify) is made
possible by the generous support of the American people through a grant from the USAID
Civic Initiatives Support Program implemented by FHI 360 with financing from the United
States Agency for International Development (USAID). The contents are the responsibility
of SUBCONTRACTOR and do not necessarily reflect the views of USAID, the US
Government or FHI 360.”
‫ المنتج اإلعالمي (حدد غير ذلك)) بدعم من الشعب األمريكي ومن خالل المنحة المقدمة‬/‫التسجيل‬/‫الدراسة‬/‫الفيلم‬/‫تم إنتاج هذا (التقرير‬
‫ وبتمويل من الوكالة‬FHI 360 ‫ لدعم مبادرات المجتمع المدني والمنفذ من قبل منظمة صحة األسرة الدولية‬USAID ‫من برنامج‬
‫ ويعتبر هذا المحتوى من مسؤولية (اسم متلقي المنحة) وال يعكس بالضرورة آراء الوكالة‬.(USAID) ‫األمريكية للتنمية الدولية‬
.FHI 360 ‫( أو آراء الحكومة األمريكية أو حتى أراء منظمة صحة األسرة الدولية‬USAID) ‫األمريكية للتنمية الدولية‬
Communications products funded under the award will be marked as follows:
Program deliverables
USAID CIS Annual Program Statements,
Requests for Applications, Requests for
Proposals
USAID CIS publications and promotional
materials
Marking materials used, placement and timing
 USAID identity printed on the cover page
 Timing: as materials are produced
All printed materials (agendas, invitation
letters, sign-in sheets, certificates)
produced specifically for USAID CIS directand supported-activities as well as original
curricula produced on behalf of USAID CIS
USAID CIS website




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USAID identity printed on all materials
USAID public communications disclaimer included
Timing: as materials are produced
USAID identity printed on all materials
USAID public communications disclaimer included
Timing: as materials are produced

USAID identity on the website header with the
footer including the tag line “USAID Civic Initiative
Support Program is funded by the United States
Agency for International Development (USAID)”
USAID public communications disclaimer included
on About Us page
Timing: as materials are produced


C. Events
Events funded under the award will be marked as follows:
Program deliverables
Events, seminars, workshops and
conferences
Marking materials used, placement and timing
 A banner with the USAID identity located at the front
of the sites for the duration of the meeting
 USAID identity printed on materials, manuals, folders
as produced
 USAID identity contained on header of power point
slides and other presentation materials as produced
 Welcome comments by USAID representative, as
appropriate
D. Commodities
No commodities purchases are anticipated under the award.
(E) Subawards
To ensure that the marking requirements “flow down” to grant recipients and
USAID Civic Initiatives Support Program
subcontractors of the program, the following language will be included in all
agreements governing relations between FHI 360 and each recipient:
“As a condition of receipt of this subaward, marking with the USAID identity of
a size and prominence equivalent to the recipient’s, subrecipient’s, other
donor’s or third party’s is required. In the event the recipient chooses not to
require marking with its own identity or logo by the subrecipient, USAID may,
at its discretion, require marking by the subrecipient with the USAID identity.”
IV.
Marking Exceptions
(A) Non deliverable items and items for administrative purposes
In accordance with 22 CFR 226.91, the Mandatory Standard Provisions for U.S.
Nongovernmental Organizations “Marking and Public Communications Under U.S.
Funded Assistance,” and associated guidance, FHI 360 employees will not use the
USAID identity on business cards, other personally identifying materials, letterhead
used to hire/fire staff, rent office space or equipment, book hotel rooms or
transportation, or other communications in the administration of the cooperative
agreement.
(B) Presumptive exceptions for program deliverables
FHI 360 is not requesting any presumptive exceptions at this time. FHI 360 may
request presumptive exceptions for no branding or light branding from the Mission for
AO approval in the course of the program. These exceptions would be on a limited case
by case basis where USAID marking requirements would compromise the intrinsic
independence or neutrality of the content or materials.
V.
Logos
The positions of logos on the website should be as the below: the USAID logo is
always on the left side.
USAID horizontal or vertical logos may be used. When content is in Arabic, the
Arabic USAID logo will be used.
VI.
Color Scheme
FHI 360 will propose a design and color scheme in the Outreach and
Communications Strategy for USAID approval to be used for all program materials,
websites and deliverables
[END OF ANNEX 1]