ASSISTANCE AWARDSPresented by Joanne Giordano,

Senior Advisor to the AdministratorSeptember 2006

SERBIA RESEARCH

Gallup focus groups, August 2004, Belgrade and NisRespondents 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

“... 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.”

Al Nasher Advertising Agency Focus Groups, November 2004

Jenin, Nablus, Tulkarem, Tobas, Ramallah, al-Quds, Hebron, Bethlehem

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

AID

INCONSISTENT IDENTIFIER

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