J.4 USAID_Graphic Standards Manual and Partner Co-Branding Guide.pdf

USAID GRAPHIC

STANDARDS MANUAL

AND PARTNER

CO-BRANDING GUIDE

Ph ot o:

M or ga na W in ga rd

U

SA

ID

I

THIS MANUAL SETS THE STANDARD

FOR ALL USAID COMMUNICATIONS

PRODUCED BY EMPLOYEES,

CONTRACTORS, GRANTEES AND

OTHER PARTNERS.

This Graphic Standards Manual replaces and updates the version released in 2005. February 2016 (revised Feb 2020)

II

INTRODUCTION

USAID’s brand is more than a logo. It reflects the unique values and principles of the Agency to a worldwide audience. And, it represents the goodwill of the American people in providing assistance to those in need. We have all “earned” our brand by doing hard things well, often in the most challenging environments.

We all have an important role to play in amplifying and protecting USAID’s brand. Whether we are a mission director, contracting officer (CO), agreement officer (AO), program specialist, implementing partner, or play another key role, the work we do each and every day contributes to our brand.

This Graphic Standards Manual replaces and updates the guidance released in 2005. It provides instructions on how to best utilize our brand to communicate across a wide range of communications channels. It provides standards, templates and resources to ensure our brand is displayed in a consistent manner that clearly communicates that our assistance is From the American People.

To get the most value out of this manual, there are several key facts to know.

Our Branding Policy Is Mandated by Congress This guide implements USAID’s statutory requirements to mark programs overseas as American Aid. They govern in the following order: Section 641 of the Foreign Assistance Act of 1961, as amended; implementing regulations, now found at 2 Code of Federal Regulations (CFR) 700.16, “Marking”; and Agency policy and guidance, ADS 320 Branding and Marking. In case of any conflict between this guide and USAID’s statutory, regulatory or ADS guidance, those authorities, in that order, govern. Guidance on “branding and marking” is issued by the authority of ADS 320, and specifically 320.2.f, under which the USAID’s Senior Advisor for Brand Management in the Bureau for Legislative and Public Affairs (LPA) is required to develop and maintain the Agency’s internal and external branding policy directives and required procedures.

USAID Is Exempt From Visibly American Guidance On March 23, 2012, the U.S. Department of State issued Cable 13526, commonly known as “Visibly American.” This cable issued a moratorium on new logos being created to raise awareness of programs and initiatives funded by the Department and carried out by embassies and implementing partners overseas. Instead of new logos, the Department supported the use of the most recognizable symbol of the United States, a standard rectangular flag. This guidance does not apply to USAID. Paragraph 12 of the cable states:

“This guidance does not apply to USAID programs, which have their own marking regulations, whether USAID implements these programs with its own funding or with Department of State funding.”

Please consult your operating unit’s Resident Legal Officer or Office of General Counsel backstop if issues arise over interpretation of the “USAID exception.”

Branding Follows Funding Decisions regarding the branding of a program depend on how it is funded.

There are two major types of USAID-funded programs and projects to be aware of as you oversee implementation of our graphic standards.

Acquisitions: These are services and products that USAID acquires to support our mission. Generally, acquisitions take the form of contracts, with USAID providing 100 percent of the funding. See section 3.0.

Assistance: USAID works with many partner organizations. We assist their work by providing partial or full funding of a project or program through a grant or cooperative agreement. See section 4.0.

For questions on other types of USAID-funded programs, please refer to ADS 320.

III

1.0 OUR BRAND

1.1 OUR MISSION

1.2 OUR HERITAGE

1.3 OUR MESSAGE

1.4 OUR LOGO

1.5 OUR COLORS

1.6 OUR TYPEFACES

1.7 OUR PHOTOGRAPHY

2.0 USAID CORPORATE

2.1 BRAND APPLICATION

2.2 BUREAUS & OFFICES

2.3 BILATERAL & REGIONAL

MISSIONS/COUNTRIES

2.4 ADMINISTRATIVE MATERIALS

2.5 TEMPLATES

2.6 PRESENTATIONS

2.7 VIDEO

2.8 SOCIAL MEDIA

2.9 WEBSITE

2.10 MERCHANDISE & EVENTS

3.0 CONTRACTS & ACQUISITIONS

3.1 BRAND APPLICATION

3.2 NAMING

3.3 SOCIAL MEDIA & WEBSITES

3.4 PROGRAM MATERIALS

3.5 COMMODITIES

3.6 PROGRAM SIGNS

3.7 ADMINISTRATIVE MATERIALS

4.0 GRANTS, COOPERATIVE

AGREEMENTS & ASSISTANCE

4.1 BRAND APPLICATION

4.2 CO-BRANDING

4.3 SOCIAL MEDIA & WEBSITES

4.4 ADMINISTRATIVE MATERIALS

5.0 COMMUNICATIONS INITIATIVES

5.1 OVERVIEW

5.2 PRESIDENTIAL INITIATIVES

5.3 USAID CAMPAIGNS

6.0 PROCEDURES & CLEARANCE

6.1 CLEARANCE & ENFORCEMENT

6.2 EXCEPTIONS & WAIVERS

7.0 RESOURCES

7.1 HELPFUL RESOURCES

8.0 GLOSSARY

8.1 GLOSSARY OF TERMS

OUR BRAND IS EXPRESSED

THROUGH OUR MESSAGE &

DESIGN APPROACH.

1.1 OUR MISSION

1.2 OUR HERITAGE

1.3 OUR MESSAGE

1.4 OUR LOGO

1.5 OUR COLOR

1.6 OUR TYPEFACE

1.7 OUR PHOTOGRAPHY

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

GLOSSARY

1.1 OUR MISSION1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

GLOSSARY

On behalf of the American people, we promote and demonstrate democratic values abroad, and advance a free, peaceful, and prosperous world. In support of America’s foreign policy, the U.S. Agency for International Development leads the U.S. Government’s international development and disaster assistance through partnerships and investments that save lives, reduce poverty, strengthen democratic governance, and help people emerge from humanitarian crises and progress beyond assistance.

1.2 OUR HERITAGE

USAID Standard Graphic Identity (hereinafter referred to as “USAID logo”) builds upon the recognition and brand-equity developed over more than 65 years of U.S.

foreign aid. The USAID logo descended directly from the Marshall Plan logo, created when Congress became concerned that the Soviet Union was taking credit for the poorly marked U.S. foreign aid donations to European countries.

Over the last half-century, the USAID handclasp has become one of the best-known U.S. emblems throughout the world. It is a symbol of the United States’ long history of aiding those in need.

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

GLOSSARY

1948 – The Marshall Plan logo identified U.S. assistance to people recovering from World War II.

1995 – The shield and handclasp was reintroduced in a more modern way. The color was also removed from the handclasp to ensure no specific race was identified.

1953 – The Mutual Security Agency—a USAID predecessor—added the handclasp to help identify the aid as part of the mutual benefits shared by our country and friends around the world.

EARLY 1960s – USAID, established in 1961, picked up this logo from predecessor agencies. Its continued use built upon wide recognition developed over more than a decade.

2001 – “United States Agency for International Development” was added to the logo to ensure people knew the assistance provided was from the United States Government.

1992 – The new logo combined a modern image of the globe and U.S. flag with USAID prominently displayed.

However, the change was viewed as too radical.

2004 TO PRESENT – The updated logo includes a brand name and tagline to help ensure people understand the assistance is provided by U.S. taxpayers.

1.3 OUR MESSAGE

Message Framework At the center of USAID communications framework is the mission, expressed by the core message and supported by the three cornerstones of the message triangle. The three cornerstone messages of the triangle explain the “what,” “how” and “why” of USAID’s work. This construction is designed to allow us to tell a clear and compelling story of our collective efforts and to engage our audiences in our work.

The Triangle USAID uses a message triangle to consistently and coherently explain our work.

The core mission of our work belongs in the center of the triangle. The three pillars of the triangle explain the “what,” “how” and “why.”

What This is the problem we are working to solve and provides the reason why our goals are within reach. A successful “what” statement provides our audience with a reason to believe.

How Here we explain the method we will use to achieve our goals through our unique position as USAID.

Why The “why” message appeals to the common interest and values of our audiences. It connects to their sense of reason and emotion, and it tells them why they should care.

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

1.3 OUR MESSAGE FRAMEWORK1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

GLOSSARY

Using the Framework The following example puts USAID’s overall mission at the center of the triangle.

This formula will work for the vast majority of USAID programs. Please see the USAID Message Manual for additional information and examples.

The Message Triangle

HOW?

UNIQUE POSITION

WHAT?

ACHIEVABLE GOAL

WHY?

COMMON INTEREST

OUR

MISSION

www.usaid.gov/branding/resources

1.4 OUR LOGO

The USAID logo is the graphic representation of the U.S. Agency for International Development. It was developed to ensure that the American people are visibly acknowledged for their contributions.

The logo is an official U.S. Government symbol and cannot be used without official permission. Any alterations, distortion, re-creation, translation (other than the tagline and country name when appropriate) or misuse are strictly prohibited. It is to be used on all programs, projects, activities and public communications that require acknowledgment of USAID.

TAGLINE

BRAND NAME

LOGO

TYPE MARKSEAL

CIRCLES

AGENCY NAME

ACRONYM

HANDCLASP

STARS

BARS

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Usage options The logo symbolizes that the aid provided is from the United States. “US” and “AID” are distinguished by using two colors—the same colors as the American flag.

The tagline communicates that the assistance provided is From the American People.

HORIZONTAL LOGO

Typical uses: Web pages, publication, signs, stationery and when co-branding with other horizontal logos. This is the most widely used version of the logo.

TYPE MARK

Typical uses: Merchandise, lapel pins, pens, social media graphics and other products where the full logo would not fit or would not be legible.

SEAL

Typical uses: Podium signs, corporate plaques and challenge coins.

VERTICAL LOGO

Typical uses: Formal invitation, certificates and when co-branding with other vertical logos.

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Color options The USAID logo has three approved color options. They are: two-color, black-only and white. This is to ensure that the logo properly appears in print documents and on-screen presentations. The two-color logo, including type mark and seal, should be used whenever possible. Our two-color logo has a blue handshake. The former full-color logo (black handshake) was eliminated to streamline options. Existing products with the old full-color logo may be used until stock is exhausted. The white logo should only be used on photos, in small size social media graphics and in Powerpoint® presentations.

Digital file formats are available for download at www.usaid.gov/branding/resources. Each of the files available is optimized for a variety of applications for both print and digital communications.

Use only the official files provided. Do not re-create the logo or change the colors under any circumstances. See color specification in section 1.4.

Our logo may be placed on photos and color backgrounds, provided: the logo is clearly legible and the background is a USAID color (if corporate or contract-funded product).

TWO-COLOR LOGO BLACK-ONLY LOGO

WHITE LOGO

PH

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: A

D

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B

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RY

A

FP

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Minimum print size A minimum print size has been established to ensure legibility.

See examples below.

W=34 MM (1.33 INCHES)

MINIMUM PRINT SIZE:

HORIZONTAL LOGO

MINIMUM PRINT SIZE:

TYPE MARK

W=19 MM (.75 INCHES)

MINIMUM PRINT SIZE:

VERTICAL LOGO

W=22.5 MM (.88 INCHES)

MINIMUM PRINT SIZE:

SEAL

Minimum on-screen size A minimum on-screen size has been established to ensure legibility.

See examples below.

W=100 PIXELS

MINIMUM ON-SCREEN SIZE:

HORIZONTAL LOGO

MINIMUM ON-SCREEN SIZE:

TYPE MARK

W=66 PIXELS

MINIMUM ON-SCREEN SIZE:

VERTICAL LOGO

MINIMUM ON-SCREEN SIZE:

SEAL

W=66 PIXELS

W=12 MM (.47 INCHES) W=70 PIXELS

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Clear space A minimum area within and surrounding the logo, type mark and seal must be kept clear of any other typography as well as graphic elements such as illustrations, thematic images and patterns, and the trim edge of a printed piece. More than the minimum clear space is encouraged.

Minimum clear space on all sides of logo and type mark is equal to the height of the “U” in the type mark. Minimum clear space on all sides of seal is equal to half the width of acronym box. See examples below.

Additional clear space is required when co-branding materials with partner logos. Rules for co-branding can be found in section 4.3.

MINIMUM CLEAR SPACE:

HORIZONTAL LOGO

MINIMUM CLEAR SPACE:

TYPE MARK

MINIMUM CLEAR SPACE:

SEAL

(1/2 WIDTH OF ACRONYM BOX)

MINIMUM CLEAR SPACE:

VERTICAL LOGO

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Incorrect logo, type mark and seal usage The only correct uses of the logo, type mark and seal are as shown on the previous pages. A few typical incorrect examples are shown below.

WRONG FONT COLORS TRANSPOSED

SHADOW ADDED

USAID

FROM THE AMERICAN PEOPLE

PROPORTIONS DISTORTED

MISSING TAGLINE WRONG FONT AND MISSING TAGLINE

USAID

SEAL AND TYPE MARK REARRANGED

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

1.5 OUR COLORS

The USAID color palette ensures the colors always look consistent.

The primary color palette, USAID Blue and USAID Red, reinforces that the aid is From the American people.

The colors below are the only colors approved by USAID.

Primary color palette Used for logo, text, color fields and accent colors. USAID Blue may be used as tints. USAID Red may not be used as a tint.

USAID BLUE

PANTONE® 294

C 100 M 69 Y 7 K 30 #002F6C R 0 G 47 B 108

USAID RED

PANTONE® 200

C 3 M 100 Y 70 K 12

#BA0C2F

R 186 G 12 B 47

DARK GRAY

PANTONE® 2334

C 62 M 56 Y 56 K 16 #6C6463 R 108 G 100 B 99

70% BLACK

LIGHT GRAY

PANTONE® 2330

C 13 M 9 Y 13 K 0

#CFCDC9

R 207 G 205 B 201

15% BLACK

MEDIUM GRAY

PANTONE® 2332

C 50 M 42 Y 44 K 6 #8C8985 R 140 G 137 B 133

40% BLACK

DARK RED

PANTONE® 7421

C 18 M 100 Y 45 K 67 #651D32 R 101 G 29 B 50

RICH BLACK

PANTONE® BLACK 3C

C 67 M 44 Y 67 K 95 #212721 R 33 G 39 B 33

100% BLACK

LIGHT BLUE

PANTONE® 2717

C 34 M 15 Y 0 K 0

#A7C6ED

R 167 G 198 B 237

Secondary color palette Used for text, color fields and accent colors. Light gray and light blue may be used for text if on a dark background. All secondary colors, except dark red, may be used as tints.

MEDIUM BLUE

PANTONE® 2144

C 95 M 53 Y 0 K 0 #0067B9 R 0 G 103 B 185

The colors shown here have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc.

WEB BLUE

FOR WEB USE ONLY

#205493

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

1.6 OUR TYPEFACES

Primary font Typography is one of the most important design elements. It creates brand consistency across all materials. Do not use any unapproved fonts.

The primary font family for USAID is Gill Sans. The clean, sans serif font was selected for its clarity and readability.

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890-!@#$%^&*()_{}:”<>?

GILL SANS LIGHT

INCLUDING ITALIC

Typical uses: Headlines, body text.

GILL SANS BOOK

INCLUDING ITALIC

Typical uses: Body text in printed publications.

GILL SANS ROMAN

INCLUDING ITALIC

Typical uses: Body text and to differentiate sections of information as headlines, text or captions.

GILL SANS BOLD

Typical uses: Headlines, subheads and highlighted text. Do not use italic in Gill Sans Bold.

Gill Sans MT is an acceptable substitute and is installed on most USAID computers.

Monotype and Adobe produce approved professional versions of these fonts.

All approved weights and styles are shown above. Do not use unapproved weights and styles.

Aa

Aa Aa

Aa

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Web fonts Source Sans Pro is an open-source font created for legibility in web pages, user interface design and digital products.

SOURCE SANS PRO LIGHT

INCLUDING ITALIC

Typical uses: Headlines, body text.

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyvz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJKL

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890-!@#$%^&*()_{}:”<>?

SOURCE SANS PRO REGULAR

INCLUDING ITALIC

Typical uses: Body text and to differentiate sections of information as headlines, text or captions.

SOURCE SANS PRO BOLD

Typical uses: Headlines, subheads and highlighted text.

Do not use italic in Source Sans Bold.

Aa Aa Aa

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Alternate font Arial may be used when the Gill Sans font family is not available. Like Gill Sans, Arial is a clean, sans serif font—and it’s typically easily accessible.

ARIAL REGULAR

INCLUDING ITALIC

Typical uses: Body text.

ARIAL BOLD

INCLUDING ITALIC

Typical uses:

Headlines, subheads and highlighted text.

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuv

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGH

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopq

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGH

1234567890-!@#$%^&*()_{}:”<>?

Aa Aa

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

Alternate font Garamond may only be used in long printed publications (more than 60 pages). It may be used for text and captions but not for titles.

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJK

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz | abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJ

1234567890-!@#$%^&*()_{}:”<>?

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ | ABCDEFGHIJ

1234567890-!@#$%^&*()_{}:”<>?

ADOBE GARAMOND

INCLUDING ITALIC

Typical uses: Body text or captions.

ADOBE GARAMOND

SEMIBOLD

INCLUDING ITALIC

Typical uses: Bold text or captions.

ADOBE GARAMOND BOLD

INCLUDING ITALIC

Typical uses: Bold text or captions.

Aa Aa Aa

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

1.7 OUR PHOTOGRAPHY

Photography is a key element in USAID’s brand and can be used in a variety of communications tools. A single image can help humanize the USAID brand while conveying the impact our projects have on the individuals and groups we serve.

It is best practice to accompany every photo with a caption that tells the viewer who, what, where, when and why of the subject matter. Captions should adhere to Associated Press style, and you must always credit the photographer. See USAID’s Video and Photography Style Guide.

Properly credited photos may be shared on social media.

PH

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M

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G A

N A

W

IN

G A

R D

EXAMPLE OF BRANDED AND CREDITED PHOTO

PH

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TO

BO

BB

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EP

TU

N E

U

SA

ID

PH

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M O

RG

A

N A

W

IN

G A

RD

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

GLOSSARY

PH

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www.usaid.gov/branding/resources

CORPORATE COMMUNICATIONS

UNIFY US AS A BRAND &

STRENGTHEN OUR MESSAGE.

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

GLOSSARY

2.1 BRAND APPLICATION

2.2 BUREAUS & OFFICES

2.3 BILATERAL & REGIONAL MISSIONS/COUNTRIES

2.4 ADMINISTRATIVE MATERIALS

2.5 TEMPLATES

2.6 PRESENTATIONS

2.7 VIDEO

2.8 E-NEWSLETTER

2.9 SOCIAL MEDIA

2.10 WEBSITE

2.11 MERCHANDISE & EVENTS

2.1 BRAND APPLICATION

USAID’s corporate communications — those that are communicated on behalf of the Agency as a whole — include all materials on and offline that are created as part of USAID’s efforts to provide information to the public. This includes www.usaid.gov and USAID social media channels. These products are solely owned and exclusively branded by USAID.

It is critical that all corporate communications ensure the integrity of our brand.

Creating unapproved sub-brands or logos diminishes the effectiveness of our branding, particularly overseas.

Corporate products must follow USAID’s graphic standards — including USAID’s typefaces and colors — to communicate USAID’s authority and project USAID’s brand.

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USAID

CORPORATE

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CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

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CLEARANCE

7.0

RESOURCES

2.2 BUREAUS & OFFICES

One agency, one brand.

Bureaus and offices are not allowed to have their own sub-brands or logos.

The main USAID logo should be used on invites, signage, videos, presentations, fact sheets, business cards, folders, press releases, t-shirts and other public facing products as presented in this guide. There are four exceptions:

1. Bureaus, offices and programs may identify themselves on approved social media properties in written type in the “who we are and/or about” sections as appropriate. They may not use bureau or office logos or sub-brands as profile images or as the main visual on the page. See section 2.9 for additional information.

2. Bureaus, offices and programs may identify themselves in their newsletters in written type. They may not use sub-brands or logos. See section 2.8 for electronic newsletter templates and guidance.

3. Bureaus and offices may identify themselves in written type in impact reports, congressional reports, and brochures. Logos or special font treatments for bureaus or offices are not permitted.

4. Bureaus and offices may identify themselves in internal communications.

Sub-brands or logos are still not permitted.

In rare circumstances, presidential initiatives, interagency programs or specific Agency campaigns may utilize a sub-brand and logo. USAID’s Senior Advisor for Brand Management must approve all such sub-brands and their accompanying style guide. See section 5.0.

BUREAU IS NOT A SUB-BRAND

OFFICE IS NOT A SUB-BRAND

OFFICE OF U.S. FOREIGN

DISASTER ASSISTANCE

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

2.3 BILATERAL & REGIONAL

MISSIONS/COUNTRIES

USAID bilateral and regional development missions in countries and regions where USAID operates are the only allowable sub-brands. A list of where USAID operates can be found at www.usaid.gov/where-we-work.

Official USAID sub-brands are created by LPA and made available at www.usaid.gov/branding/resources in a variety of formats for both print and digital communications.

Do not attempt to recreate sub-brands and do not alter existing sub-brands under any circumstances.

Remember that neither bureaus nor offices (Section 2.2) nor projects (Section 3.1) are sub-brands and should never be paired with the USAID logo.

USAID country sub-brands are intended for corporate, administrative and internal use. Best practice is to use USAID’s standard identity — not the country sub-brand

— on external communications and program materials.

SOUTH AFRICASOUTH AFRICA CAMBODIACAMBODIA

WEST AFRICAWEST AFRICA

JORDANJORDAN

SUB-BRAND LOGO

TYPE MARK COUNTRY OR REGIONAL MISSION NAME

RULE

SEAL

TAGLINE

BRAND NAME

TIMOR-LESTETIMOR-LESTE

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CORPORATE

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WRONG COLORS COUNTRY NAME IN WRONG TYPEFACE, RULE IS TOO THICK

Incorrect sub-brand logo usage The approved sub-brand logo is shown on the previous page. Do not alter or use any other color combination, typeface, etc.

A few typical incorrect examples are shown below.

2.3 BILATERAL & REGIONAL

MISSIONS/COUNTRIES

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USAID

CORPORATE

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Translated logo USAID must remain in English at all times. The tagline may be translated into local languages. Official digital files for translated logo taglines are available at www.usaid.gov/ branding/resources.

Contact USAID’s Senior Advisor for Brand Management to request new official translated logo tagline files. Do not produce such files in-country unless the Senior Advisor for Brand Management authorizes it, as may be required for non-latin fonts.

Refer to sections 1.3 and 1.4 of this manual for correct logo usage regarding color, minimum size, clear space, etc.

2.3 BILATERAL & REGIONAL

MISSIONS/COUNTRIES

1.0

OUR

BRAND

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USAID

CORPORATE

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CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

EXAMPLES OF LOGO WITH TRANSLATED TAGLINES

To ensure the USAID brand is unified globally, it is important to use the communications templates when creating business cards and letterhead.

Business cards Templates in Adobe InDesign® can be obtained by asking your USAID person of contact for branding. See specifications and example below. Mission/bureau/ office Twitter handles are allowed on business cards as long as the Agency’s social media guidelines are followed. To add a personal Twitter handle, please send a request to: socialmedia@usaid.gov.

Business cards should be professionally offset printed on uncoated bright white, smooth finish 80# cover stock and printed in two colors, USAID Blue (PANTONE® 294) and USAID Red (PANTONE® 200).

Business cards may have one side in English and the other side in the local language.

Letterhead Templates are available in Adobe InDesign® and Microsoft Word® and can be obtained by asking your USAID person of contact for branding. Microsoft Word® files should only be used for desktop publishing or creating Adobe Acrobat® PDF files. See specifications and example on right.

Professionally printed letterhead should be offset printed on paper stock— 24# writing, bright white, smooth finishand printed in two colors, USAID Blue (PANTONE® 294) and USAID Red (PANTONE® 200).

JANE SMITH

Director, Office of Human Resources

U.S. AGENCY FOR

INTERNATIONAL DEVELOPMENT

No. 24 Fourth Circular Rd, Cantonments PO Box 1630 Accra, Ghana Postal Code M 0233-30-274-1200

T +233 302 741 200 M +233 302 741 365 jsmith@usaid.gov USAID.gov

@USAID

FROM THE AMERICAN PEOPLE

MAXIMUM

6 LINES

MARGIN:

25.5 MM (1 INCH)

ALIGN CONTENT

WITH ADDRESS

BELOW

TEXT IS

GILL SANS REGULAR

11 PT/15 PT

SPACING: W & H =12.5 MM (.5 INCHES)

SPACING: W = 25.5 MM (1 INCH)

H = 14 MM (.55 INCHES)

2.3 BILATERAL & REGIONAL

MISSIONS/COUNTRIES

MAXIMUM

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RESOURCES

JANE SMITH

Director, Office of Human Resources, USAID / Ghana

U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT

No. 24 Fourth Circular Road, Cantonments, PO Box 1630, Accra, Ghana Postal Code — M 0233-30-274-1200 T +233 302 741 200 | M +233 302 741 365 | jsmith@usaid.gov | USAID.gov | @USAID

2.3 BILATERAL & REGIONAL

MISSIONS/COUNTRIES

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OUR

BRAND

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USAID

CORPORATE

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ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

8.0

GLOSSARY

Email Signatures Email signature templates can be obtained by asking your USAID person of contact for branding. Content should follow guidance for the business card text.

Do not include USAID logo or attempt to simulate it with blue and red type.

Mission/bureau/office Twitter handles are allowed on email signatures as long as the Agency’s social media guidelines are followed. To add a personal Twitter handle, please send a request to: socialmedia@usaid.gov.

2.4 ADMINISTRATIVE MATERIALS

FOR USAID HEADQUARTERS

In order to maintain brand consistency, a series of mandatory communications templates have been developed for commonly used items.

Country and regional business cards and letterhead can be found in section

2.3 of this manual.

Business cards Request business cards through your office’s administrative team. See example of business card below. The only website allowed on business cards is www.usaid.gov. Mission/bureau/office Twitter handles are allowed on business cards as long as the Agency’s social media guidelines are followed.

To add a personal Twitter handle, please send a request to: socialmedia@ usaid.gov.

Business cards should be professionally offset printed on 80# cover, uncoated, bright white, smooth finish stock and printed two colors, USAID Blue (PANTONE® 294) and USAID Red (PANTONE® 200).

Letterhead Templates are available in Microsoft Word® and can be obtained by asking your USAID person of contact for branding. Microsoft Word® files should only be used for desktop publishing and for creating Adobe Acrobat® PDF files. See specifications and example on right.

Request professionally printed letterhead through your office’s admin-istrative team. Letterhead should be offset printed on 24# writing, bright white, smooth finish stock and printed in two colors, USAID Blue (PANTONE® 294) and USAID Red (PANTONE® 200).

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7.0

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8.0

GLOSSARY

DEAR MR. JONES,

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Ovid molum eaque is eati doluptaesse et elenisim velibus ma sus.

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U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT

1300 Pennsylvania Avenue, NW Washington, DC 20523 USAID.gov pinquiries@usaid.gov

@USAID

W=57.15 MM (2.25 INCHES)

SPACING:

W & H =12.5 MM

(.5 INCHES)

SPACING:

W = 25.5 MM (1 INCH)

H =12.5 MM (.5 INCHES)

MARGIN:

25.5 MM (1 INCH)

ALIGN CONTENT

WITH ADDRESS

BELOW

TEXT IS

GILL SANS REGULAR

11 PT/15 PT

JANE SMITH

Director, Office of Public Information

U.S. AGENCY FOR

INTERNATIONAL DEVELOPMENT

LPA, Rm. 0.00 RRB 1300 Pennsylvania Avenue, NW Washington, DC 20523

T 202-000-0000 M 202-000-0000 jsmith@usaid.gov USAID.gov

@USAID

MAXIMUM

5 LINES

MAXIMUM

5 LINES

JANE SMITH

Director, Office of Public Information

U.S. AGENCY FOR INTERNATIONAL DEVELOPMENT

LPA, Rm. 0.00 RRB, 1300 Pennsylvania Avenue, NW, Washington, DC 20523 T 202-000-0000 | M 202-000-0000 | jsmith@usaid.gov | USAID.gov | @USAID

1.0

OUR

BRAND

2.0

USAID

CORPORATE

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ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

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INITIATIVES

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PROCEDURES &

CLEARANCE

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8.0

GLOSSARY

2.4 ADMINISTRATIVE MATERIALS

FOR USAID HEADQUARTERS

Email Signatures Email signature templates can be obtained by asking your USAID person of contact for branding. Content should follow guidance for business card text.

Do not include USAID logo or attempt to simulate it with blue and red type. Mission/bureau/office Twitter handles are allowed on email signatures as long as the Agency’s social media guidelines are followed. To add a personal Twitter handle, please send a request to: socialmedia@usaid.gov.

2.5 TEMPLATES

Fact sheets, country profiles, bios Downloadable templates of commonly used documents are available in Microsoft Word® at www.usaid.gov/branding/resources. These templates are approved for desktop publishing and creating Adobe Acrobat® PDF files.

All written content should follow Associated Press style guidelines.

USAID.GOV USAID FACT SHEET TITLE HERE | 1

TITLE STYLE GOES HERE, CAN

RUN TWO LINES LONG, IF NEEDED

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HEADING 1 STYLE GOES HERE

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JO

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USAID.GOV BIOGRAPHY

NAME STYLE GOES HERE

Position Style goes here, Division/Unit

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USAID IN CENTRAL AMERICA:

DOING BUSINESS DIFFERENTLY

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CORPORATE

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ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

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INITIATIVES

6.0

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CLEARANCE

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RESOURCES

USAID.GOV USAID/COUNTRY NAME COUNTRY PROFILE | 1

COUNTRY NAME

COUNTRY PROFILE

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OUR WORK

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2.6 PRESENTATIONS

PowerPoint® templates A PowerPoint® presentation can be used for multiple purposes, from training programs to headlining conferences. A PowerPoint® template can be found at www.usaid.gov/branding/resources.

1/5/16`1 FOOTER GOES HERE 2

RED COVER OPTION

TITLE GOES HERE CAN RUN

THREE LINES

SUBTITLE STYLE GOES HERE,

CAN RUN FOUR LINES

• Level 1 bullet goes here.

– Level 2 bullet goes here.

1/5/16 FOOTER GOES HERE 4

TITLE GOES HERE &

CAN RUN TWO LINES

1/7/16 FOOTER GOES HERE 1

PHOTO COVER OPTION

TITLE GOES HERE CAN

RUN THREE LINES

SUBTITLE STYLE GOES HERE, CAN

RUN FOUR LINES

• Level 1 bullet goes here.

– Level 2 bullet goes here.

• Level 1 bullet goes here.

– Level 2 bullet goes here.

1/5/16 FOOTER GOES HERE 8

TITLE GOES HERE &

CAN RUN TWO LINES

• Level 1 bullet goes here.

– Level 2 bullet goes here.

DIVIDER TITLE GOES HERE & CAN

RUN SEVERAL LINES

1/7/16 FOOTER GOES HERE 3 1/7/16 5

• Level 1 bullet goes here.

– Level 2 bullet goes here.

TITLE GOES HERE

& CAN RUN

THREE LINES

STANDARD 4:3 ASPECT RATIO PPT

WIDESCREEN 16:9 ASPECT RATIO PPT

1.0

OUR

BRAND

2.0

USAID

CORPORATE

3.0

CONTRACTS &

ACQUISITIONS

4.0

GRANTS &

COOPERATIVE

AGREEMENTS

5.0

COMMUNICATIONS

INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

RESOURCES

2.7 VIDEO

Film and video have the ability to immerse viewers by using personal stories, strong visuals and inspirational narratives to create an emotional connection.

Guidance on how to shoot a video in USAID’s preferred documentary style can be found at www.usaid.gov/branding/resources.

To ensure a consistent look and feel, USAID-produced videos use the official USAID bumper and standard lower thirds in the Gill Sans family (regular and light).

Exact values of fonts may change due to editing programs. See 7.0 Resources for information on obtaining graphics for video.

CAPTIONS

ANIMATED BUMPER

1.0

OUR

BRAND

2.0

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CORPORATE

3.0

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ACQUISITIONS

4.0

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COOPERATIVE

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INITIATIVES

6.0

PROCEDURES &

CLEARANCE

7.0

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2.8 E-NEWSLETTER

An e-newsletter connects USAID to our global audience. It can help communicate updates on developing issues and ongoing projects. An external e-newsletter should be easily recognized as a USAID publication, employing common elements that brand USAID e-newsletters as official and authoritative sources of information.

Given that USAID e-newsletters are produced and distributed via a wide range of mailing list vendors, it is not possible to provide a single standard template that will work across all mailing platforms and on all devices. Bureaus and offices may utilize an accessible, mobile-friendly template supplied by the vendor. Customize the template to include the following elements and to comply with USAID’s graphic standards:

• USAID’s 2-color horizontal logo at the top of the message, surrounded by appropriate clear space.

• Banner image below the logo.

• USAID colors for text, background tints, separator lines and other elements.

Enter RGB values as custom colors, see section 1.4.

• Source Sans Pro or Arial font for all text, or the closest available fonts.

• Social media links using the icons supplied at www.usaid.gov/branding/resources.

As official communications from the Agency, USAID e-newsletters must follow the following set of best practices in order to effectively convey our message to readers:

• Use engaging subject lines that encourage recipients to open and read the newsletter.

• Provide a link allowing recipients to view the message in a web browser

(a default setting on most mailing list providers).

• Use brief text blurbs to encourage readers to click through to content.

• Include photo credits for all photos — these can be in the text or superimposed on the image itself.

• Include appropriate alternate text on all photos and graphic elements.

• Provide links to subscribe or “forward to a friend” — these are often standard elements in email messages distributed via mailing list vendors.

• Provide a link to allow recipients to unsubscribe, as required under the

CAN-SPAM Act of 2003.

• Include USAID contact information, including mailing, email and web addresses, and phone number. This is also required under the CAN-SPAM Act.

WHITE BACKGROUND, USAID LOGO SET

ON THE LEFT OR CENTERED,

SOCIAL MEDIA ICONS ON BOTTOM

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2.9 SOCIAL MEDIA

Social media is a critical and growing communication channel for USAID around the globe. All (official USAID) social media channels must be approved by LPA and adhere to the the following guidance.

The main USAID social media channels are as follows:

Facebook The Facebook profile picture should always be the USAID vertical logo on a white background (180x180 pixels). Do not insert bureau or office name in profile picture. Do not alter the profile picture for any reason. The cover image (851x315 pixels) can and should be changed out regularly. When selecting a photo, chose a rich-colored image that positively highlights our beneficiaries or the region we’re assisting.

Twitter The Twitter profile picture should always be the USAID vertical logo on a white background (400x400 pixels). Do not insert bureau or office name in profile picture. Do not alter the profile picture for any reason. You are encouraged to change out the large header photo regularly (1500x500 pixels). The header photo should be a large, captivating image which shows our work and the people we help in an uplifting manner. Do not use the header for bureau or office identification.

Facebook

Twitter

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CONTRACTS &

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Instagram Instagram Profile Photo size: 110 x 110 Instagram photo size: 1080 x 1080 The Instagram profile picture should always be the USAID vertical logo on a white background (110 x 110 pixels). Do not insert bureau or office name in profile picture. Do not alter the profile picture for any reason. When selecting a photo, chose a rich-colored image that positively highlights our beneficiaries or the region we’re assisting. Instagram followers engage more on images showing clear human interaction and a variety of emotion. The post should include a link for people to learn more about the organization or the actions in the image.

YouTube YouTube Channel Art size: 2560 x 1440 Video thumbnail: 1280 x 720 Channel icon: 800 x 800 The YouTube channel icon should always be the USAID vertical logo on a white background (800 x 800 pixels). Do not insert bureau or office name in channel icon.

Do not alter the channel icon for any reason. The channel art (2560 x 1440 pixels) should be changed out regularly. When selecting a thumbnail, chose a rich-colored image that positively highlights our beneficiaries or the region we’re assisting.

Flickr Key Profile Picture: 100 x 100 Cover Image: 1345 x 2500 Individual Photo Page: 60 x 60 The key Flickr profile picture located on the organization’s splash channel should always be the USAID vertical logo on a white background (100 x 100 pixels). Do not insert bureau or office name in profile picture. Do not alter the profile picture for any reason. The cover image (1345 x 2500 pixels) can and should be changed out regularly. When selecting a photo, chose a rich-colored image that positively highlights our beneficiaries or the region we’re assisting. A smaller profile image (60 x 60 pixels) will appear on individual photo pages. For all photos, the caption should include a link for people to learn more about the organization or the actions in the image.

This list will be updated as new channels come online.

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GLOSSARY

Instagram

YouTube

Flickr

FOR BUREAUS & MISSIONS

Social Media for Bureaus and Offices Bureaus and offices with LPA-approved social media platforms may identify themselves in the “who we are” and/or “about sections”. They should not identify themselves in the handle name. Instead their handle should list the topics on which they work. An approved list of topics is available at www.usaid.gov/what-we-do. All handle names must be approved by the USAID Senior Advisor for Brand Management.

Acceptable: USAID Global Health USAID Education USAID Crises and Conflict

Not Acceptable: USAID/DCHA Bureau

USAID/OTI

USAID/Office of Diversity and Civil Rights

Social Media for Countries and Regional Offices Countries and regional offices with LPA-approved social media platforms (currently Facebook, Twitter and Instagram) should follow the same guide-lines that apply to the main USAID platforms. Establishing other social media platforms should be coordinated with LPA. Countries and regional offices may identify themselves in the handle name.

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OUR

BRAND

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CORPORATE

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ACQUISITIONS

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GRANTS &

COOPERATIVE

AGREEMENTS

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COMMUNICATIONS

INITIATIVES

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PROCEDURES &

CLEARANCE

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2.10 WEBSITE

USAID’s website www.usaid.gov provides updated and important information to a global audience. To ensure it is an effective tool, standard page templates have been developed for bureaus, offices and missions.

All content on www.usaid.gov should use the website’s native styles for display of standard page elements such as paragraph text, headers, image treatment, data tables and hyperlinks.