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