# Presentation: 411580

## Slide 1

## BUILDING A GLOBAL BRAND

## BUILDING A GLOBAL BRAND

- The first step is developing a
**visual identity**
- that is used **consistently**
- on all communications

## INCONSISTENT IDENTIFIER

**INCONSISTENT IDENTIFIER**

## INCONSISTENT LOGO

**INCONSISTENT LOGO**

## IDENTIFIER AND LOGO NOT A UNIT

**IDENTIFIER AND LOGO NOT A UNIT**

## GRAPHIC STANDARDS MANUAL

- Sets the standard for all USAID public communications
- Compulsory for all Agency employees and contractors
- Communications funded in whole by USAID

## PARTNER BRANDING GUIDE

- Will detail co-branding for grants and co-operative agreements
- Communications co-funded by USAID
- Marking Policy (ADS 320) currently being reviewed and revised
- Target date for publication Summer 2005

## Changed to a sans serif typeface
Repositioned Agency name for          right reading
Redrew handclasp
Improved readability and reproduction

- Changed to a sans serif typeface
- Repositioned Agency name for          right reading
- Redrew handclasp
- Improved readability and reproduction

## 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

## 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

**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

## 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

- 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 the only sub-brands
- Nothing else can be used as an extension of the Identity
- The country name and tagline can be translated
- One translation should be used consistently

## SUB-BRANDS

- Countries are sub-brands
- Bureaus, offices, and programs are not

## AGENCY COMMUNICATIONS

- Identity is always top left in a white field on Agency communications
- A single, powerful image is strongly encouraged

## AGENCY PUBLICATIONS

- Publications may also be printed using black only, or black plus USAID blue or red
- Illustrations and typographic designs may also be used

## FAMILY OF COMMUNICATIONS

- Everything will be re-branded

## WAIVERS

- Mission Directors can grant waivers for security or politically sensitive circumstances
- Election materials or items produced for ministries may not be appropriate for branding

**Check with security before branding vehicles**

## TEMPLATES

- Communications templates are at *www.usaid.gov/branding*

## LOCAL CULTURE

- Customize communications to include local culture

## PRIMARY COLOR PALETTE

- Approved colors for Agency communications

## SECONDARY COLOR PALETTE

- Other colors should not be used for Agency communications

## IMAGERY

- Imagery is a vital part of our communications
- Missions should invest in professional photography
- Photos should be used to bring stories to life and add additional colors

## TYPOGRAPHY

- Gill Sans is our family type font for professionally printed publications
- Arial can be used for desktop publishing

## PUBLICATIONS

- There are many new guidelines for publications
- Professional graphic designers must follow guidance

## CONTRACTOR GUIDANCE

- Special guidance is included for contractors
- Publications not authored by USAID must have cover note

**FRONT COVER EXAMPLE**

## CONTRACTOR REPORT COVER

## CONTRACTOR GUIDANCE

- Special guidance is included for contractors
- Publications not authored by USAID must have disclaimer

**TITLE PAGE EXAMPLE**

## CONTRACTOR GUIDANCE

- Contractors must seek approval to use USAID Identity on business cards or letterhead
- Must say “USAID Contractor”
- Can’t claim status as a U.S. government employee

## EXAMPLES

## PROJECT SIGNS AND PLAQUES

- New Agency standard for plaques and project signs
- Show partnership by using U.S. and host-country flags
- Contractors can be included at the bottom if appropriate
- English and local language encouraged

## WEBSITES

- Websites should be re-branded
- Follow x-web guidance at *www.usaid.gov*

## PROGRAM MATERIALS

- Program materials do not need to follow brand standards for color, type, etc.
- Identity should be included at the bottom or where appropriate

## 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

## TSUNAMI RELIEF

## OUR BRANDING GOAL

- People all over the world will be able to look at any program, project, activity, or communication and instantly know it was provided by
- THE AMERICAN PEOPLE