J.7 - Branding and Marking Template.docx

ATTACHMENT: MARKING AND BRANDING TEMPLATE

· Blue filled out by the Contractor

· Yellow filled out by the Technical Office in consultation with A&A and DOC Specialists

Branding Strategy for the [Name] Project

With reference to Section 320.3.2.1 of ADS 320, below is the Branding Strategy:

Program Name: [Name] (Follow guidelines in February 2020 USAID Graphic Standards Manual and Partner Co-branding Guide, available: https://www.usaid.gov/branding/gsm)

· Identify project name in English and host-country language(s).

· How the materials will be positioned: The Contractor will use exclusive visual, textual and verbal branding and marking on materials and communications, which may be translated into host-country languages as appropriate. Exceptions for co-branding (with host-country and/or other organizations that are not the Contractor) and no branding will outlined in the Marking Plan and if/when a situation arises that is not considered in the Marking Plan, it will be evaluated on a case-by-case basis by the Contracting Officer’s Representative (COR) and Contracting Officer (CO).

· Desired level of visibility: Select high, medium or low visibility determined by considerations for each project and its communication strategy.

· Other organizations to be acknowledged: Materials and activities will use exclusive USAID branding and marking and will not use the Contractor’s logo. Exceptions for co-branding with other organizations (not the Contractor) and no branding will outlined in the Marking Plan. Situations that arise that are not considered in the Marking Plan, will be evaluated on a case-by-case basis by the Contracting Officer’s Representative (COR) and Contracting Officer (CO).

Branding Implementation Plan for the [Name] Project from the [Requesting Office] of USAID [Host-Country]

With reference to Section 320.3.2.2 of ADS 320, below is the Branding Implementation Plan:

1.0 HOW TO INCORPORATE THE MESSAGE

· ________ will use exclusive branding and the USAID tagline “From the American People” on communications materials and activities. Exceptions for co-branding and no branding are outlined in the Marking Plan. Situations that arise that are not considered in the Marking Plan will be evaluated on a case-by-case basis by the Contracting Officer’s Representative (COR) and Contracting Officer (CO).

· Branding and marking will be in visual, verbal and textual forms depending on the purpose, content and audience for each material, message and activity.

2.0 HOW TO PUBLICIZE THE PROGRAM

This section discusses how to publicize the program, visibility considerations, and includes a description of the communications tools to be used.

2.1 AUDIENCES

Subject to approval by USAID, _______ has the following target audiences with whom it will promote and publicize USAID sponsorship:

2.1.1 Primary audience(s):

2.1.2 Secondary audiences:

2.2 MESSAGES

All communication materials and activities will use exclusive USAID visual, textual and/or verbal branding. As such, all materials and activities will acknowledge that they were produced with support “from the American people.”

Guidelines for visual branding and marking are contained in the USAID Graphic Standards Manual and Partner Co-Branding Guide (March 2016) and the Contractor will use the following verbal and textual branding:

Examples:

The USAID [Name] Project.

Emilio González, Director of the USAID [Name] Project.

In cases where a host-country language predominates over English, the appropriate translation into the host-country language will be used in branding and marking the program.

The [Name] Project will follow specific procedures for including the Branding Implementation Plan requirements as stated in the mandatory internal reference Branding and Marking in USAID Direct Contracting in the Automated Directives System, Chapter 320.

3.0 COMMUNICATION TOOLS

The following communication tools will be used (consult ADS 3203.2.2. for list; consult ADS 558 on Social Media). The Contractor may add to this list.

Each item listed below will be considered in the Table 1. Marking Plan and, as relevant, in Table 2. Exceptions to Marking.

Item

4. 0 KEY MILESTONES AND OPPORTUNITIES

The following key milestones are anticipated to generate awareness that the program is from the American people. These milestones may be linked to specific points in time, such as at the beginning or end of a program, or to an opportunity to showcase reports or other materials (consult ADS 320.3.2.2). These include, but are not limited to:

· training events,

· publishing reports,

· highlighting success stories,

· promoting final or interim reports, and

· communicating program impact/overall results

· speaking engagements, including in communities.

5.0 ACKNOWLEDGEMENTS

5.1 ACKNOWLEDGING USAID AND THE USAID [Name] PROJECT

The following acknowledgment will be included on internal publications, such as quarterly reports, as appropriate:

This document was produced for review by the United States Agency for International Development. It was prepared by ____________ for the [Name] Project, [contract number].

5.2 ACKNOWLEDGING HOST-COUNTRY GOVERNMENTS

All [Name] Project communication material and activities will follow USAID Branding Guidelines. Decisions to co-brand with a host-country government entity may be made and will be considered in the Marking Plan. Co-branding with host-country partners may be desirable to communicate ownership and engagement.

5.3 ACKNOWLEDGING OTHER HOST-COUNTRY PARTNERS

Co-branding with other host-country partners will occur when these organizations have contributed funds and/or significant in-kind items or assistance to the activity. Co-branding with in-country partners may be desirable to communicate ownership and engagement.

5.4 CO-BRANDING WITH OTHER INTERNATIONAL ORGANIZATIONS

The ADS 320 and USAID Graphic Standards Manual and Partner Co-Branding Guide (March 2016) guidelines for co-branding with other international organizations will be followed.

Marking Plan for the [Name] Project from [Requesting Office] USAID [Host-Country]

With reference to Section 320.3.2.3 of ADS 320, below is the required Marking Plan:

1.0 MARKING

1.1 MARKING PLAN

Table 1 outlines the types of materials and activities that may be produced under the USAID [Name] Project. Any materials and activities that are not anticipated below, but are produced under the initiative, will also be subject to branding guidelines and CO approval, as appropriate. The goal is to mark programs and projects, and not implementing partners.

All materials, activities and contract deliverable that is marked with the USAID logo for the [Name] Project will follow design guidance for color, type, and layout in the USAID Graphic Standards Manual and Partner Co-Branding Guide (March 2016) as related to equipment, reports, studies, events, and public communication (including printed products, audio, visual, and electronic materials), etc. The USAID logo will be used for programmatic correspondence. Contractor’s letterhead will be used for administrative correspondence and will not have the USAID logo. Business cards will not show the USAID logo but may use text: USAID Contractor.

After award, please provide graphic examples of visual marking of materials, activities and deliverables using the USAID logo and project name in situations of exclusive, co-branding and no-branding, in both English and Spanish. xxxx will send all proposed communication and program materials, including press releases, brochures, articles, etc targeting the general public to the COR and Outreach unit for review and compliance with the approved Marking Plan prior to dissemination.

There are two criteria used to determine when the disclaimer provision must be used:

a) As per ADS 320.320.3.2.4 (e) Studies, reports, publications, Web sites, and all informational and promotional products not authored, reviewed, or edited by USAID; and

b) As per the discretion of the COR and Contractor’s consideration of a specific situation.

The provision is as follows in English:

This study/report/Web site (specify) is made possible by the support of the American People through the United States Agency for International Development (USAID). The contents of this (specify) are the sole responsibility of (name of organization) and do not necessarily reflect the views of USAID or the United States Government.

Marking Requirements for the [Name] from [Requesting Office] USAID [Host-Country]

With reference to ADS 320 Section 320.3.2.3, below is the basic Marking Plan that the Contractor will add to with final list of communications materials and activities:

TABLE 1. MARKING PLAN FOR MATERIALS AND ACTIVITIES (illustrative examples only)

Follow the guidelines contained in the USAID Graphic Standards Manual and Partner Co-Branding Guide (February 2020).

Visual, Verbal, Textual

Disclaimer

Administrative

Textual

Contract Deliverables: documents, publications, studies, reports, papers, technical assistance consultant reports

Follow guidelines for exclusive marking. Use specific language for deliverables when submitted to USAID for review.

Visual

Program Communication

Technical reports, publications, documents, studies The USAID logo will appear on the cover; design follows guidelines for exclusive branding unless co-branding is acceptable or an exemption is provided for no branding.

Visual Textual Consider Disclaimer

Training materials, manuals and sessions The USAID logo will appear on the cover of documents and verbal branding will be used at training sessions; design follows guidelines for exclusive branding unless co-branding or an exception for no marking is indicated.

Visual, Textual, Verbal

Consider Disclaimer for Visual & Textual

Audiovisual: Video, CDs-ROM, Animated Infographics The USAID logo will be printed on CD labels, splash screen/menus, and packaging; design follows guidelines for exclusive branding unless co-branding or an exemption is indicated for no marking.

PowerPoint presentations The USAID logo is required as per USAID presentation template; design follows guidelines for the exclusive branding unless co-branding is acceptable or an exemption for no branding is indicated. Templates available at www.usaid.gov/branding/resources

Posters, banners, exhibition booth signs, event signage The USAID logo will appear on the material; design follows guidelines for exclusive branding unless co-branding or an exemption for no branding is indicated.

Program public awareness, advocacy and behavior change materials and activities The USAID logo will appear on each material based on the purpose and type of material, target audience and how to be used. Design follows guidelines for exclusive branding unless co-branding or an exemption for no branding is indicated.

Visual, Textual or Verbal

Web portal and social media platforms (Facebook, Twitter, Flickr, blogs, others)

Follow guidelines in ADS 558 for appropriate branding and marking.

Institutional Communication

Photographs, Infographics

The USAID logo or “USAID” in text will appear on the material; design follows guidelines for exclusive branding unless co-branding or an exemption for no branding is indicated.

Visual Textual

Consider Disclaimer on Infographics

Collateral, print information material (i.e., success stories, fact sheets, articles, feature stories, others)

The USAID logo will appear on printed materials; design follows guidelines for exclusive branding.

Commodities and Equipment The USAID logo will appear on items; exclusive branding unless co-branding is acceptable or an exemption for no branding is indicated.

Table 2. Exceptions to Contract Marking Requirements

Use one or several of the following exceptions to fill out Table 2, depending on the circumstances. The Contractor may add exceptions for communications material and activities to Table 1.

ADS 320.32.5 Exceptions to Contract Marking Requirements

The following exceptions reflect USAID’s usual, non-emergency practices in not marking certain contract deliverables for programmatic reasons. The CO, in consultation with the Activity Manager/RO, has the authority to determine that marking in accordance with 320.3.2 is not appropriate, if marking of specifically identified contract deliverables, or of all contract deliverables, would:

a. Compromise the intrinsic independence or neutrality of a program or materials where independence or neutrality is an inherent aspect of the program and materials. This includes, but is not limited to, the following: ∙ Election monitoring or ballots, and voter information literature; ∙ Political party support or public policy advocacy or reform; ∙ Independent media, such as television and radio broadcasts, and newspaper articles and editorials; and ∙ PSAs or public opinion polls and surveys.

b. Diminish the credibility of audits, reports, analyses, studies, or policy recommendations whose data or findings must be seen as independent.

c. Undercut host-country government “ownership” of constitutions, laws, regulations, policies, studies, assessments, reports, publications, surveys or audits, PSAs, or other communications better positioned as “by” or “from” a cooperating country ministry, organization, or government official.

d. Impair the functionality of an item, such as sterilized equipment or spare parts.

e. Incur substantial costs or be impractical, such as items too small or other otherwise unsuited for individual marking, such as food in bulk.

f. Offend local cultural or social norms, or be considered inappropriate on such items as condoms, toilets, bed pans, or similar commodities.

g. Conflict with international law, such as the international recognized neutrality of the International Red Cross (IRC) or other organizations.

h. Deter achievement of program goals, such as cooperating with other donors or ensuring repayment of loans.

Category/Material for exception

Specific Exception(s) Visual, Verbal, Textual

Administrative

Program Communication

Institutional Communication

Commodities and Equipment