USAID Branding Guidance for FRONTIERS Staff
In January 2006 USAID amended its regulations to require marking, or branding, of all
USAID-funded goods and products with an updated USAID logo. It is available in black and
white (left) and color (right).
The new branding rule is designed to increase the visibility of US foreign assistance,
distinguish US aid from that of other countries, and establish an identifiable look for USAID’s
work. In the newly designed logo, “USAID-from the American people” conveys the concept of
aid as a goodwill gesture from US citizens. Thus, the rule establishes a standard graphic identity
to appear on all goods and products underwritten by USAID funds. This guide gives a very
brief outline of branding requirements for communication and dissemination products funded
by USAID. More detailed guidance is available on the USAID branding pages at
Branding requirements overview
The USAID brand consists of the updated logo (see URLs below for print and web formats) in
full color, two colors, or one color (black and white). The brand may be displayed horizontally
(with the handclasp seal to the left) or vertically (with the seal centered above the USAID
slogan). No other color combination or arrangement is permitted. The logo must appear in its
entirety—we cannot recreate the logo or present separate elements. Important: the background
of the seal must be white. This creates design challenges but a solution is to put the entire
USAID logo in a white box (see example on next page.)
Brand all USAID-funded communication products. USAID branding requirements specify that
the USAID logo must appear on all communication-related products. This includes
publications, handouts, letters of invitation, stationery, tools, CDs, and other dissemination
Note: The wording of the USAID acknowledgement has changed. Please use the new wording:
This study/publication is made possible by the generous support of the American people
through the United States Agency for International Development (USAID) under the terms of
Cooperative Agreement No. HRN-A-00-98-00012-00 (and Subagreement xxxx). The contents
are the responsibility of the FRONTIERS Program and do not necessarily reflect the views of
USAID or the United States Government.
Branding of subaward products. Products issued through subawards by partners with
FRONTIERS (USAID) funding must also carry the USAID brand.
Placement of USAID brand. The brand must be placed prominently on all communication
materials. Where the logos of other donors or partners are present, the brand must appear first
and must be of equal or greater size. Important: Wherever the Population Council/FRONTIERS
logo appears, the USAID logo must appear. If our logo is in color, the USAID logo must also
be in color. If ours appears in B&W, the USAID logo must also be in B&W.
Formats. Branding logos can be downloaded in all print formats in both black and white and
color at this URL:
For web formats (color only), download from this URL:
On either one of these pages, you can also download a full package of all files—vertical,
horizontal, print, and web—in a Zip format.
Previously printed material. The branding strategy allows the use of previously produced, un-
branded material, such as stationery, brochures, and the like, until the supply is finished. If
reprinted, all materials must include the brand.
PEPFAR. If we are using PEPFAR money, we'll need to use both the
USAID logo and the State PEPFAR logo along with our logo. PCDC
will provide the logo, and will provide the URL for the logo as soon as it
is available on the State Department website.
FRONTIERS compliance. To facilitate use of the branding logo in the
USAID-approved fashion, FRONTIERS/PCDC will monitor pre-printing designs. Contact for
questions: Laura Raney, firstname.lastname@example.org
PCDC and Horizons have already incorporated the new USAID brand on the FRONTIERS
website and on all new publications (see examples below). It is relatively simple to incorporate
the brand into design templates.