Use or disclosure of data contained on this sheet is subject to the restriction on the cover of this proposal.

BRANDING STRATEGY, BRANDING IMPLEMENTATION

PLAN AND MARKING PLAN

LATIN AMERICA AND CARIBBEAN YOUTH VIOLENCE PREVENTION

PROGRAM

OCTOBER, 2016

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Task Order Number: AID-OAA-I-15-00007

Period of Performance: September 30, 2016 to September 29, 2018 (with 3 option years

through September 2021)

Implementing Organizations: Prime – American Institutes for Research; Subcontractors –

Democracy International and Institute for Women’s Policy Research; Grant recipients – TBD.

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Table of Contents

I. Introduction 04

A. Project Overview 04

B. Modifications 05

II. Branding Strategy 05

A. Project Name 05

B. Positioning 05

C. Desired Level of Visibility 06

1. Target Audiences 06

2. Geographical Location 06

3. Language 06

D. Acknowledging Other Organizations 06

E. Grants Under Contract 07

III. Branding Implementation Plan 07

A. USAID and Project Messages 07

B. Disseminating the Message 07

1. Print and Visual Materials 07

2. Verbal Application 07

C. Publicizing the Program 08

1. Web-based Communications 08

D. Key Milestones or Opportunities 08

IV. Marking Plan 09

A. Marking Requirements for AIR Partners 09

1. Subcontracts 09

2. Grants Under Contract 10

B. Use of Other Entities’ Logos 10

C. Acknowledgments and Disclaimers 10

D. Case for Excluding USAID Marking Requirements 11

1. Administrative Communications 11

2. Business cards, E-Mail signatures and Stationery 10

3. Other Exception to USAID Marking Requirements 11

E. Marking on Project Deliverables and Public Communications 11

1. Commodities or equipment 12

2. Events and Sites 12

3. Print Products 12

4. Audio, Video, and Electronic 12

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I. Introduction

USAID’s framework legislation, the Foreign Assistance Act of 1961, as amended, Section 641,

requires that all programs under the Foreign Assistance Act be identified appropriately overseas

as “American Aid.” The American Institutes for Research (AIR) proposes this Branding Strategy,

Branding Implementation Plan, and Marking Plan to ensure that AIR and its partners on the Latin

America and the Caribbean (LAC) Youth Violence Prevention Project comply with USAID

branding and marking regulations and policies set forth in 2 CFR 700.16 and ADS Chapter 320.

For simplicity in this document, the LAC Youth Violence Prevention Project is hereinafter referred

to as “the project”. This document outlines how AIR and its partners will communicate the support

of USAID and the American people for the project.

Following Section I, the Introduction, this document contains three other sections:

Section II. Branding Strategy: Summarizes the project name, positioning, visibility, and

acknowledgement of other organizations

Section III. Branding Implementation Plan: Describes how the program will be promoted

to beneficiaries

Section IV. Marking Plan: Enumerates the program materials, communications products

and other items that will be marked with USAID’s logo

A. Project Overview

The primary work of the project is to improve the capacity of USAID and its partners to

successfully implement crime and violence prevention programming in the LAC region. With

special focus on Mexico, Central America and the Caribbean, the project’s work builds on

USAID’s efforts to reduce crime and violence by promoting stakeholder coordination, evidence-

informed decision making, and positive youth development.

The project will cover a range of functions related to the design, evaluation, research, knowledge

management, learning, and communications of crime and violence prevention and cross-sectoral

youth development. The three main objectives of the project are:

1) Increase information on crime and violence, including its drivers and risk factors. The

project will conduct reviews of literature to synthesize the latest evidence on preventing youth

violence and map stakeholders and programs involved in preventing youth violence.

2) Increase evidence base on crime and violence prevention activities, with a particular

focus on secondary and tertiary interventions. The project will generate new evidence on

what works to prevent crime and violence through 1) awarding grants to local organizations

for innovative interventions, and 2) rigorously evaluating those interventions.

3) Disseminate information to stakeholders on what works and what doesn’t in crime and

violence prevention. The project will establish a regional advisory group of stakeholders and

coordinate crime and violence prevention activities among stakeholders. The project will also

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make evidence and research available and accessible to practitioners, policy makers,

researchers, donors, and multilateral organizations through an array of distribution modalities.

B. Modifications

In the event of changed circumstances for implementation of the guidelines found in this

document, AIR will submit a request for modification to the CO and COR.

II. Branding Strategy

Per ADS 320.3.2.1, this branding strategy summarizes the project’s overall approach to enhancing

visibility of USAID’s sponsorship, as well as the parameters on branding and marking to which

AIR will conform under this task order.

A. Project Name

The name of this project will be the Latin America and Caribbean Youth Violence Prevention

Project. The suggested project name in Spanish is Proyecto de Prevención de la Violencia

Juvenil en la América Latina y el Caribe. Project names will be finalized in discussion with the

project’s USAID representatives, the Task Order Contracting Officer (CO), and Task Order

Contracting Officer’s Representative (COR).

B. Positioning

In accordance with ADS 320.3.2., for work conducted under contracts, only USAID branding and

marking is allowed. The project will employ exclusive USAID branding and marking, such as the

USAID Standard Graphic Identity (hereinafter “USAID Identity” or “logo”) and the tagline:

“From the American People” on all program deliverables, activities, public communications, and

commodities.

AIR will market the project as USAID’s and therefore will not apply AIR or partner logos on

products, deliverables, and materials. The project will use the USAID Identity strictly for

programmatic purposes on technical and communications products. For internal and

administrative purposes, AIR and its partners will use their own organizational brand. The project

will not create its own logo as a sub-brand.

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C. Desired Level of Visibility

1. Target Audiences. The project will promote and publicize USAID sponsorship with primary

and secondary target audiences.

Primary target audiences include:

USAID Washington, D.C. and USAID missions in the LAC region

Host country government entities and policy makers

Partner organizations of the YouthPower IDIQ mechanism

Other bilateral and multilateral organizations and donors involved in violence prevention

and youth development

International and national non-governmental organizations involved in violence prevention

and youth development

Professionals involved in designing, implementing and evaluating youth crime and

violence prevention programs

Secondary target audiences include:

Academic institutions and researchers involved in evaluating and/or designing crime and

violence prevention and youth development programs

Members of the private sector

2. Geographic Location. The project will implement crime and violence prevention activities

such as evaluations, research, grant-funded pilot programs, workshops and conferences throughout

the LAC region. Some activities and deliverables will be intended for U.S. and other international

audiences.

3. Language. Unless the CO and/or COR instructs otherwise, all products using the USAID brand

will be in the English language. AIR and partners may also develop and disseminate products in

the Spanish language, as appropriate.

D. Acknowledging Other Organizations

USAID is the only donor funding the project and thus requires exclusive branding when using the

project name (e.g., “The USAID LAC Youth Violence Prevention project” and not “AIR’s LAC

Youth Violence Prevention project”). However, co-branding with cooperating organizations will

be considered on a limited case-by-case basis, as appropriate.

When describing an activity event or product that was achieved in cooperation with or with major

sponsorship from other donors, multilateral organizations, or governments, AIR may acknowledge

their contribution verbally and/or in writing. With the CO and/or COR’s written agreement, the

project will provide dual acknowledgement, using verbiage such as:

“The USAID LAC Youth Violence Prevention Project, in cooperation with [the

government/donor/organization] has [prepared/organized/facilitated]…”

E. Grants Under Contract

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According to ADS 320.3.2.4, any programmatic or communications products developed with

grants under contract (GUCs) shall be branded and marked following procedures for assistance

awards. To demonstrate partnerships with grantee organizations, strict branding and marking

guidelines for direct contracts will not apply. In general, co-branding with organizations receiving

a GUC is allowed, however, the USAID logo must be positioned in equal size and prominence to

the grantee’s logo.

III. Branding Implementation Plan

Per ADS 320.3.2.2, this branding implementation plan provides guidelines and plans as to how the

project will convey USAID’s messages to target audiences.

A. USAID and Project Messages

The primary message the project will convey is that its activities, products, and events were made

possible by USAID and support from the American people.

The project goals are situated within the U.S. government’s broader regional strategic frameworks

related to citizen security and positive youth development. Therefore, AIR and its partners will

convey to target audiences that the project’s aim is to promote coordination among stakeholders

and to generate and disseminate evidence to inform more effective design and implementation of

youth crime and violence prevention programs throughout the LAC region.

B. Disseminating the Message

AIR will incorporate the project’s message and the support of USAID and the American people

through various media and verbal communication.

1. Print and Visual Materials. To promote USAID’s sponsorship, AIR will prominently display

the USAID Identity and tagline, with appropriate acknowledgements and disclaimers, on print and

visual programmatic materials. Visual materials include electronic and web-based media. Specific

marking examples are provided in the Marking Plan, section IV of this document.

2. Verbal Application. Where print and visual material is not available or appropriate, the project

may verbally acknowledge USAID’s support (e.g., using the tagline, “From the American People,”

or using a phrase such as, “this USAID-funded project”). At events such as conferences,

workshops, and seminars, the project may verbally acknowledge USAID’s support in addition to

disseminating any USAID-marked print and visual material.

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C. Publicizing the Program

To publicize the program’s work and ensure broad visibility among beneficiaries, counterparts and

the general public in the LAC region, AIR and partners will use various communication tools, both

web-based and print. Illustrative communication tools are:

brochures, project fact sheets infographics;

press releases, press conferences, media interviews;

success stories, beneficiary testimonials;

posters, banners;

professional photography, radio announcement, videos, webcasts;

e-invitations, e-newsletters or other e-mails sent to group lists; and

social networking sites, project web site, e-learning platform.

1. Web-Based Communications. The project will establish a social networking account, web site,

or e-learning platform. The project will use a domain or page name to be determined in

coordination with USAID and partners.

Any online activities will be used to communicate directly with beneficiaries and stakeholders and

to further the projects objectives, rather than promoting AIR, its partners, or the project itself.

Guidance outlined in USAID’s Graphic Standards Manual will inform the design of any web site

or social media page. If a web site is developed for the project, AIR will seek approval from

USAID’s Website Governance Board, per ADS 557.

Per USAID branding guidelines, AIR will use a photo reflective of the project as the profile picture

and a USAID-branded photo as the banner photo. Acknowledgement of USAID’s support will

appear in the "profile" or "about" section of any web site or social media account.

D. Key milestones or opportunities

AIR and its partners anticipate key milestones or opportunities designed to generate awareness

that the project and its activities are sponsored by USAID. The following table highlights some

examples of key milestones during the life of the project.

Table 1. Branding Implementation for Key Milestones

Key Milestone Start Date Frequency Audience Dissemination

Mechanisms

Project launch

and/or close-out

events

First 6 months of

project; last

quarter of project

Once each National and local

government

representatives,

community-based

organizations, USAID,

and beneficiaries in

host country(ies)

Presentations, print

and digital media at

event; press releases

for local media

Project fact sheet

and brochure

First quarter of

project

Revised annually

or as needed

Government, USAID,

other donors, and

beneficiaries in host

countries

Included in material

packages and

provided to attendees

at meetings and

events

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Key Milestone Start Date Frequency Audience Dissemination

Mechanisms

Presentation of

research findings, policy briefs, or

evaluation/

assessment reports

Coinciding with

report finalization,

according to

estimated due

dates in annual

work plan

Multiple

presentations, as

agreed upon with

USAID

Government, USAID,

other donors, and

beneficiaries in host

countries

Provided to attendees

at presentation

events; sent through

email and web site(s)

Confirming

partnerships with

other donors and/or

host country

government entities

As agreed upon

with USAID and

stakeholder

As agreed upon

with USAID and

stakeholder

USAID, other donors

and/or host country

government entities

Memorandum of

Understanding or

other such

agreement; limited

dissemination

Showcasing impacts

of grant-funded

pilot programs

After results of

any impact studies

are published

As agreed upon

with USAID

USAID, beneficiaries in

host countries including

youth, policy makers,

national and

international

development

community, U.S. public

Presented at events,

published in various

media outlets,

included in success

stories, PSAs and/or

program reports

.

IV. Marking Plan

In accordance with ADS 320.3.2.3, AIR will mark all project activities, deliverables, publications,

events and public communications funded under this task order with the USAID Identity. This

marking plan enumerates those items that will visibly bear the USAID Identity and how those

items will be marked. All items developed for programmatic purposes under this task order will

adhere to marking guidelines for color, type and layout in USAID’s Graphic Standards Manual.

Table 2 on page 12 shows examples of how the project will implement USAID marking

requirements.

A. Marking Requirements for AIR Partners

1. Subcontracts. Marking requirements will flow down to subcontractors under this task order.

The approved Branding Strategy, Branding Implementation Plan, and Marking Plan will be

incorporated into subcontract documents. When issuing a subcontract under this task order, AIR

will include the following marking provision:

“As a condition of receipt of this sub-award, exclusive marking with the USAID Identity

is required. The contractor will not mark any deliverables or public communications

(including, but not limited to training events and materials, conferences, seminars,

brochures, press releases, promotional items, etc.) with any other logo or identity but

USAID’s. The only exception allowable is the logo of the local government, upon approval

and in accordance with guidance from USAID. The sub-contractor will comply will all

provisions of the project’s marking plan, branding strategy, and branding implementation

plan, pertinent to the sub-contract.”

Implementing partners will not use their own institutional identities or logos on items developed

for programming purposes under this task order.

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AIR will instruct implementing partners on USAID marking requirements and will require review

and clearance of their public communications and programmatic products and activities to ensure

consistency with USAID regulations for marking under contracts.

2. Grants Under Contract. Grantees may follow USAID’s branding and marking guidelines,

such as co-branding and marking requirements for assistance awards. When co-branding, the

USAID logo must be placed on the left side of any page or screen, with grantee logo(s) to the right.

All grantee logos must be of equal size and prominence to USAID’s logo.

AIR will include the following marking provision in all grant agreements funded by USAID under

this project:

“As a condition of the recipient of the sub-award, marking with the USAID Identity of a

size of prominence equivalent to or greater than any third party is required. In event the

recipient chooses not to require marking with its own identity or with the sub-recipient’s

logo, USAID may, at its discretion, require marking by the sub-recipient with the USAID

Identity.”

AIR will instruct grantee organizations on USAID marking requirements for assistance awards,

and may require review and clearance of their public communications and programmatic products

and activities prior to publishing.

B. Use of Other Entities’ Logos

In some cases, the project may carry out activities in close cooperation with a host government

entity, multilateral organization, donor, or international organization. In such cases, to promote the

sense of partnership and ownership of the activity, the project may seek approval to use another

entity’s logo. This will likely be more common in instances of partnership with host country

governments. As appropriate and approved by the CO and/or COR, the project may use the logo

of a host country government or donor along with the USAID Identity. Visual markings will

display the USAID Identity in a size and prominence equivalent to or greater than the other entity’s

logo. (See also the Branding Strategy, Section D., Acknowledging Other Organizations.)

C. Acknowledgements and Disclaimers

The project’s programmatic and promotional products will carry the the USAID Identity with

tagline, and if possible and practical, additional text acknowledging USAID’s sponsorship.

Per ADS 320.3.2.4 (e), If USAID has not previously reviewed or edited the product, the following

disclaimer will be displayed:

“This [study/report/web site/other media product] 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 responsibility of the American Institutes

for Research and do not necessarily reflect the views of USAID or the United States

Government.”

Per ADS 557.3.4.1, any web site the project develops must include the following disclaimer:

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"The information provided on this Web site is not official U.S. Government information

and does not represent the views or positions of the U.S. Agency for International

Development or the U.S. Government."

D. Cases for Excluding USAID Marking Requirements

1. Administrative Communications. Per ADS 320.3.1.5, items produced for internal and

administrative purposes will not display USAID Identity, rather may display AIR’s or the partner’s

institutional logo. Internal and administrative items include, but are not limited to: project

procurement, inventory, finance, or human resources documents; and communications with host

country government entities concerning legal compliance, such as taxes, registration, or customs.

2. Business Cards, E-mail Signatures, and Stationery. AIR and partners will not use the USAID

Identity and designs and layouts on business cards of project personnel or consultants, in

accordance with ADS 320.3.1.6. AIR applies this same guideline to email signatures, stationery

and letterhead. Project personnel working under this task order may choose to use the name of the

project on email signatures, but it must be clear through language and design that the individual is

not a USAID employee.

3. Other Exceptions to USAID Marking Requirements. In rare cases, the CO and/or COR may

determine that the use of USAID Identity is not appropriate and in such cases will relay this

decision in writing to project management personnel at AIR. Instances where use of the USAID

marking on program products or deliverables would not be appropriate include: reports, studies or

policy recommendations whose data or findings must be seen as independent; or where USAID

marking would undermine host country government ownership of an activity. For further examples

of such cases, please refer to ADS 320.3.2.5. AIR and partners will honor those decisions as they

arise by omitting USAID marking on products or deliverables and/or using other logos or emblems

as directed.

If the use of USAID markings poses political, safety or security concerns, the CO may waive in

whole, or in part, USAID marking requirements. AIR does not anticipate such exceptional

circumstances, however, given the thematic nature of the LAC Youth Violence Prevention project

and the locations in which some programming and research may take place, AIR may request

waivers of this Marking Plan.

E. Marking on Project Deliverables and Public Communications

AIR will employ various forms of public communications, commodities and program materials

that will bear the USAID Identity. These include written and visual materials, multimedia, and

events and sites. For all visual and print media, the project will use guidance set forth in the USAID

Graphic Standards Manual. This guidance includes the appropriate use of the USAID logo

including seal, brand name, and tagline; font and background color palettes; minimum print and

on-screen size; minimum clear space around the logo; and typefaces. The below paragraphs

summarize the usage for each type of material or product. Note that these marking requirements

do not apply to GUCs.

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1. Commodities or Equipment. If the project procures commodities or equipment (not including

procurements by GUCs), the USAID Identity will be displayed on all non-expendable items whose

value is more than $500 by adhering stickers appropriate to the size of the item.

2. Events and Sites. AIR plans to implement small and large scale events for this project. These

events will prominently display the USAID logo on signage or materials packaged for distribution.

Events will also include verbal acknowledgement of USAID’s support. AIR does not anticipate

opening any physical office locations for the project in the LAC region and will therefore not post

project signage on office buildings.

3. Print Products. AIR will mark all printed visual materials funded by USAID. These products

may be technical in nature, or may be intended for promotion and outreach.

4. Audio, Visual, and Electronic. AIR will mark all audio, visual, and electronic products

developed for the project with USAID funding. Similar to print products, these may be intended

for technical use or for promotion and outreach. Many of the products developed for use as hard

copies will also be available electronically.

Table 2: Details on Marking Category/Product Type of Marking Frequency Placement

Commodities or equipment (e.g., supplies, materials,

furniture, information

technology products)

USAID Identity

With or without seal or

tagline, according to space

limitations

Ongoing USAID Identity

placed in a visible

location, appropriate

to product in size and

placement

Events and sites (e.g.,

training courses, conferences,

seminars, exhibitions, fairs,

workshops, press

conferences, other public

activities)

USAID Identity;

Verbal acknowledgement

of USAID support

Appropriate to each event,

a banner, poster, or other

signage will be displayed

On any signage, the

USAID Identity will

be at the top left side,

above any writing.

Verbal

acknowledgement

during the event

Print products (e.g., training

materials, agendas, reports,

research findings,

infographics, policy briefs,

press releases, success

stories, fact sheets,

brochures, stationery that

accompanies program

materials)

USAID Identity

Disclaimers as appropriate

Ongoing USAID Identity on

top left of document’s

first page or cover

page, above any other

writing

Audio, visual, electronic (e.g., radio public service

announcements, CD-ROMs,

videos, web sites, e-learning

courses, on line surveys, and

social networking pages

USAID Identity

Disclaimers as appropriate

Audio acknowledgement

of USAID support as

appropriate

Ongoing USAID Identity on

top left of screen on

the index page and

every major entry

point