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This is an archived USAID document retained on this web site as a matter of public record.

In this section:
Q & A: Global Branding

Q & A: Global Branding

FrontLines caught up with Joanne Giordano, senior advisor to the Administrator, as she visited four missions in Central America last month to help them roll out the Agency’s new global branding.

“She energized our whole mission,” said El Salvador Mission Director Mark Silverman, “and firmly established branding as a top priority.”

“I do a presentation for all staff, and then hands-on training sessions with contracting officers, legal advisors, EXOs [executive officers], and program and communications officers over a three- to four-day period,” said Giordano. “Some of the most productive sessions are directly with contractors and their CTOs [cognizant technical officers].”

Note: While branding requirements currently apply in full to contractors, USAID is drafting rules to revise, enhance, and extend branding requirements to assistance awards.

Here are some of the common questions asked during training sessions:

Q: Why has USAID launched a global branding campaign?
A: To ensure U.S. taxpayers are visibly acknowledged for the foreign assistance they finance. The new USAID identity (shown above) clearly communicates our assistance is “from the American people.”

Q: Can branding requirements be waived?
A: Yes. Mission directors currently have the power to waive branding requirements for contracts for security reasons, or if program materials are considered politically sensitive or inappropriate to mark, such as election materials. We are developing an official waiver form. But missions can issue action memos now to waive branding.

Q: Do contractor reports have to follow the new branding guidelines?
A: Yes. But section 7 of the Graphic Standards Manual (available at: www.usaid.gov/branding) is for professionally printed publications like brochures. Many contractors produce their weekly, monthly, quarterly, and even final reports in Microsoft Word. I am working with a number of contractors to create templates that follow our branding guidelines and also meet their individual reporting needs. Contractors can email me proposed report templates for review as long as they copy their CTOs.

Q: What about branding requirements for grants and cooperative agreements?
A: USAID’s marking policy for assistance awards is being reviewed and revised. The Agency expects our Office of the General Counsel to issue the new policy in the coming weeks. Once finalized, I will produce another manual, the Partner Branding Guide, which will detail co-branding guidelines for co-funded projects. In the meantime, we encourage—we cannot yet require—partners to use the new USAID identity on all programs, projects, activities, and public communications.

A list of FAQs will be added to the website www.usaid.gov/branding soon. USAID employees and partners can send additional questions or branded materials for review to jgiordano@usaid.gov.

In El Salvador, Creative Associates Inc. followed branding guidelines in the USAID Graphic Standards Manual when producing The Political Culture of Democracy in El Salvador, 2004.

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