Title Slide TRAINING FOR FEED THE FUTURE NAMING, MARKING AND BRANDING
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1 Title Slide TRAINING FOR FEED THE FUTURE NAMING, MARKING AND BRANDING Download the Feed the Future Graphic and Naming Standards Manual at Credit: Megan Johnson, USAID
2 Presenters Wendy Coursen WELCOME Director of Communications Bureau for Food Security, USAID Kaitlin Lesnick Deputy Director of Communications Bureau for Food Security, USAID Contact:
3 Agenda AGENDA Feed the Future overview Updates to branding policy Feed the Future Graphic and Naming Standards Manual Project naming Marking/logo usage Q&A related to the manual
4 What is Feed the Futur WHAT IS FEED THE FUTURE?
5 What is Feed the Future WHAT IS FEED THE FUTURE? As a whole-of-government Presidential initiative, Feed the Future draws on the resources and expertise of 11 federal agencies: USAID U.S. Departments of Agriculture, Commerce, State and Treasury Millennium Challenge Corporation U.S. African Development Foundation Peace Corps Overseas Private Investment Corporation Office of the United States Trade Representative U.S. Geological Survey
6 Branding Updates Slid BRANDING UPDATES Recent updates to USAID policy and regulations: Automated Directives System (ADS) 303 and 320 Code of Federal Regulations (2 CFR 700) Written determination from USAID Administrator Have resulted in changes to: Naming Branding/Marking For new USAID-funded Feed the Future projects, programs and activities.
7 Branding Updates Slide BRANDING UPDATES Automated Directives System (ADS) : In exceptional circumstances, upon a written determination by the USAID Administrator or designee, the definition of the USAID Identity may be amended to include additional or substitute use of a logo or seal and tagline representing a presidential initiative or other high level interagency federal initiative that requires consistent and uniform branding and marking by all participating agencies...
8 Branding Updates Slide BRANDING UPDATES The new Feed the Future naming, marking and branding guidance applies to USAID acquisition and assistance awards for which Feed the Future funds constitute over 50% of the total estimated cost, including: 1. Awards issued on or after January 1, 2015, to include task orders and associate awards; and 2. Modifications to existing awards, which require a justification to restrict eligibility (JRE) or a justification and approval (J&A) and which, standing alone, or for successive JREs or J&As, cumulatively extend the period of performance by one or more years from the original end date.
9 The Importance of Bran THE IMPORTANCE OF BRANDING Branding allows us to: Build trust and motivate action Engage more effectively with stakeholders Create a positive image for our activities Establish credibility as experts and thought leaders Create unity and a sense of shared purpose Establish a platform to guide communications Secure funding
10 Building a Global Feed BUILDING A GLOBAL FEED THE FUTURE BRAND Branding Objectives: Enhance the visibility and value of Feed the Future Improve the impact and consistency of communications across agencies and implementers The first step is to develop a visual identity that is used consistently and accurately on USAID-funded Feed the Future project communications materials.
11 Project Name Criteria PROJECT NAME CRITERIA Always begin with Feed the Future. Reference a project s country or region, or use the word global. Do not use jargon or acronyms. Do not reference implementing partners and internal organizational structures. Do not preface Feed the Future with USAID s. Do not promote or brand bureaus and offices. Do not use or develop separate project logos or brandmarks.
12 Project Name Best Prac PROJECT NAME BEST PRACTICES Keep names simple and descriptive of the project s activities or goals. The takeaway for general audiences should be centered around Feed the Future / U.S. Government support.
13 Project Names: Correct PROJECT NAMES: CORRECT EXAMPLES Feed the Future Kenya Coffee Bean Project Feed the Future Bangladesh Fertilizer Deep Placement Project Feed the Future West Africa Rice Improvement Program * Editorial Note: All examples of correct and incorrect project naming and logo use included in this resource were invented for the purposes of this training. They are fictional examples and do not reflect actual cases or implementation of Feed the Future naming, marking and branding.
14 Project Names: Incorrec PROJECT NAMES: INCORRECT EXAMPLES WINS (Water Initiative for Nutrition Security) USAID s Feed the Future Project in Honduras Feed the Future: FACES (Facilitating AgriCultural and Environmental Sensitization) * Editorial Note: All examples of correct and incorrect project naming and logo use included in this resource were invented for the purposes of this training. They are fictional examples and do not reflect actual cases or implementation of Feed the Future naming, marking and branding.
15 Survey: Project Names SURVEY Which Feed the Future project name is INCORRECT? 1. Feed the Future Tanzania Nutrition Integration Project 2. Feed the Future Guatemala Seed Improvement Project 3. USAID s Feed the Future Watershed for Africa Project * Editorial Note: All examples of correct and incorrect project naming and logo use included in this resource were invented for the purposes of this training. They are fictional examples and do not reflect actual cases or implementation of Feed the Future naming, marking and branding.
16 Survey: Project Names SURVEY Which Feed the Future project name is INCORRECT? 1. Feed the Future Tanzania Nutrition Integration Project 2. Feed the Future Guatemala Seed Improvement Project 3. USAID s Feed the Future Watershed for Africa Project The project name starts with USAID. Feed the Future is a U.S. Government initiative and draws on the resources and expertise of 11 federal agencies. USAID-funded Feed the Future project names MUST START with Feed the Future, NOT with the names of federal agencies.
17 Logo Slide 1 LOGO Always use all three elements (the Great Seal of the United States, tagline and text treatment) together.
18 Logo Slide 2 LOGO The Feed the Future logo is available in a positive (colored text) and reverse (white text) format and may be used in approved colors only. COLORED TEXT FORMAT REVERSE FORMAT
19 Logo/Positive LOGO/POSITIVE The Feed the Future logo is available in blue, green and black. The tagline must be in black on a white background. The logo is available as a horizontal or vertical arrangement. No other color combination or arrangement is permitted.
20 Logo/Reverse LOGO/REVERSE When the logo is displayed on a color background, only approved background colors may be used: blue, green, black or orange. The logo is available as a horizontal or vertical arrangement. No other color combination or arrangement is permitted.
21 Logo Sizing Requiremen LOGO SIZING REQUIREMENTS All three elements of the logo, including the tagline, must be large enough for the reader to read. The horizontal logo must always be AT LEAST 2 inches (5.08 cm) wide in all communications materials. The vertical logo must always be AT LEAST inches (4.191 cm) wide in all communications materials.
22 Logo Spacing Requirem LOGO SPACING REQUIREMENTS A minimum area or clear space within and surrounding the Feed the Future logo must be kept free of any other text or graphic elements. The letter D from the word FEED determines the height and width of the clear space around the logo.
23 Correct Logo Use Exam CORRECT LOGO USE EXAMPLES Below are some examples of how the logo may be used correctly on a color background. The examples above are correct because: The clear space is observed. The color combinations are correct. The minimum size is observed. The color background is correct.
24 Incorrect Logo Use Exam INCORRECT LOGO USE EXAMPLES Wrong color combination: Red is not a Feed the Future color. Wrong color tagline: The tagline must be in black when a white background is used. Placement over a busy photograph makes the logo hard to read. * Editorial Note: All examples of correct and incorrect project naming and logo use included in this resource were invented for the purposes of this training. They are fictional examples and do not reflect actual cases or implementation of Feed the Future naming, marking and branding.
25 Logo Do not re-create the logo. LOGO Some tagline translations are available. Download files at Please direct questions to
26 Color Palette COLOR PALETTE Approved colors must be used on USAID-funded Feed the Future project communications materials. Blue is the primary Feed the Future color, and should be used when possible. Green and orange are secondary colors. Black and gray are accent colors.
27 Survey: Color Question SURVEY Which of these is a Feed the Future approved color?
28 Survey: Color Answer SURVEY Which of these is a Feed the Future approved color? The green color shown above is the approved Feed the Future color. Use only approved colors as specified in the branding manual.
29 Font FONT Approved fonts must be used on USAID-funded Feed the Future project communications materials. Adobe Gill Sans, a sans serif font, is the brand s primary font for all shorter, professionally designed and printed publications. When it is not available, use Arial as the default font. Adobe Garamond, a serif font, can be used for technical and longer reports. When it is not available, use Times New Roman as the default font.
30 Sans-Serif Font SANS-SERIF FONT (Shorter Documents) USE FOR PROFESSIONALLY DESIGNED AND PRINTED MATERIALS USE FOR DESKTOP PUBLISHING HEADERS & BODY TEXT Gill Sans Regular Gill Sans Light HEADERS, SUBHEADS, HIGHLIGHTED TEXT Gill Sans Bold CAPTIONS Gill Sans Italic QUOTE TEXT Gill Sans Light Italic When Not Available, Use When Not Available, Use When Not Available, Use When Not Available, Use Arial Regular Arial Bold Arial Italic Arial Italic
31 Serif Font USE FOR PROFESSIONALLY DESIGNED AND PRINTED MATERIALS SERIF FONT (Longer Documents) USE FOR DESKTOP PUBLISHING BODY TEXT Adobe Garamond Regular BODY TEXT, HIGHLIGHTED TEXT Adobe Garamond Bold CAPTIONS Adobe Garamond Italic HEADERS, SUBHEADS Gill Sans Bold When Not Available, Use When Not Available, Use When Not Available, Use When Not Available, Use Times New Roman Regular Times New Roman Bold Times New Roman Italic Arial Bold
32 Survey: Font Question Which font is NOT correct? SURVEY 1. Feed the Future Kenya Coffee Bean Project 2. Feed the Future Kenya Coffee Bean Project 3. Feed the Future Kenya Coffee Bean Project * Editorial Note: All examples of correct and incorrect project naming and logo use included in this resource were invented for the purposes of this training. They are fictional examples and do not reflect actual cases or implementation of Feed the Future naming, marking and branding.
33 Survey: Font Answer Which font is NOT correct? SURVEY 1. Feed the Future Kenya Coffee Bean Project 2. Feed the Future Kenya Coffee Bean Project 3. Feed the Future Kenya Coffee Bean Project This is not correct because a script font is not an approved font. Use only approved fonts as specified in the branding manual.
34 Global Materials Slide 1 GLOBAL MATERIALS Products directed toward a broad or global audience. All Feed the Future global materials must display the logo prominently. These materials include the Feed the Future website, reports, fact sheets, newsletters, presentations, banners and similar products. Download files at
35 Global Materials Slide 2 GLOBAL MATERIALS On a Case-by-Case Basis: Additional use of the USAID logo or those of other U.S. Government agencies contributing to the initiative will be decided case-by-case. The USAID Bureau for Food Security Communications and Outreach team will determine the cases based on a recommendation, when applicable, from respective CO/AOs, COR/AORs and in consultation with LPA.
36 Global Materials: Pub C GLOBAL MATERIALS (Publication Cover Examples) Follow Feed the Future color, font, size and space specifications at all times. Place the Feed the Future logo at the top left corner. Place Feed the Future website address on the final page. Where possible, include the official logos of all 11 agencies that make up the Feed the Future initiative. Do not include additional logos or text within the top banner.
37 Global Materials: Power GLOBAL MATERIALS (PowerPoint Example) Use Feed the Future orange for header text (the text introducing each slide). The final slide should include the vertical Feed the Future logo and the Feed the Future website address. Do not include additional logos or text within the top banner.
38 Global Materials: Fact S GLOBAL MATERIALS (Fact Sheet Example) Follow Feed the Future color, font, size and space specifications at all times. Do not include additional logos or text within the top banner. Use ½ inch margins for content. Center the Feed the Future website URL at bottom of pages.
39 Survey: Global Material SURVEY Which image here shows an INCORRECT example of a global materials template? * Editorial Note: All examples of correct and incorrect project naming and logo use included in this resource were invented for the purposes of this training. They are fictional examples and do not reflect actual cases or implementation of Feed the Future naming, marking and branding.
40 Survey: Global Material SURVEY Which image here shows an INCORRECT example of a global materials template? This is incorrect because no text or logos other than the Feed the Future logo should be placed within the top banner.
41 Interagency Branding G INTERAGENCY BRANDING GUIDANCE Follow Feed the Future color, font, size and space specifications at all times. Place the Feed the Future logo at the top left corner. Place the official interagency logo(s) at bottom of page. The Feed the Future logo must be of at least equal size and prominence to the interagency logo(s).
42 Acquisition Instrument ACQUISITION INSTRUMENTS (Feed the Future and USAID Logo Co-branding) Materials for Feed the Future activities conducted under acquisition instruments from USAID should include both the Feed the Future and USAID logos. Examples include case studies, reports highlighting Feed the Future activities funded through a specific acquisition instrument, and approved project websites. Exceptions must be approved by a review team (COR, CO, BFS Communications and Outreach team).
43 Acquisition Instruments ACQUISITION INSTRUMENTS Follow Feed the Future color, font, size and space specifications at all times. Place the Feed the Future logo at the top left corner. Place the USAID logo in the lower left area whenever possible. The Feed the Future logo at the top must be of at least equal size and prominence to the USAID logo. Use ½ inch margins for content. No separate partner logos are allowed. Do not create or use separate project/program logos.
44 Assistance Instruments ASSISTANCE INSTRUMENTS (Feed the Future, USAID and Partner Logo Co-branding) Materials for Feed the Future activities conducted under assistance instruments from USAID should include the Feed the Future, USAID logos, and assistance/co-funding partner logo(s). Examples include case studies, reports highlighting Feed the Future activities funded through a specific assistance agreement, and approved project websites. Exceptions must be approved by a review team (AOR, AO, BFS Communications and Outreach team).
45 Assistance Instruments: ASSISTANCE INSTRUMENTS (Fact Sheet Example) Follow Feed the Future color, font, size and space specifications at all times. Do not include additional logos or text within the top banner. Place the Feed the Future website URL on (at least) the final page. Place the USAID logo in the lower left area. Place partner logo(s) to the right of the USAID logo. Use ½ inch margins for content.
46 Video Specifications Sli VIDEO SPECIFICATIONS Follow Feed the Future color, font, size and space specifications at all times. Place the Feed the Future logo at the opening and at the end of a video production. The Feed the Future URL ( should be included in the closing frame of any video.
47 Video Specifications Sli VIDEO SPECIFICATIONS (Acquisition and Assistance Example)
48 Conclusion Slide
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