Sustaining Technical and Analytic Resources (STAR)

Branding and Marking Strategy

Photos: USAID

Sustaining Technical and Analytic Resources (STAR) is a five-year project of the Public Health Institute (PHI), supported by the US Agency for International Development (USAID) Global Health Bureau under Cooperative Agreement No. 7200AA18CA00001 beginning May 1, 2018. Its purpose is twofold: 1) through individual Fellowships, STAR will help strengthen the capacity of diverse American and low-and-middle-income country (LMIC) health professionals at all levels to make innovative contributions to global health; and 2) STAR will create ground-breaking opportunities for both US and LMIC global health academic institutions and other groups to create open-access systems for knowledge sharing and common goals, resulting in effective, mutually beneficial partnerships. STAR’s individual and institutional participants are contributing to the development of self-sustaining systems that will produce global citizens with the full spectrum of relevant health competencies. STAR collaborating partners include: Johns Hopkins University (JHU); University of California, San Francisco (UCSF); and the Consortium of Universities for Global Health (CUGH).

1.0 POSITIONING

1.1 Project Name The Sustaining Technical and Analytic Resources (STAR) project name applies to all activities, products, tools and public communications funded by USAID through the Cooperative Agreement. In external communications, whenever possible, the full name of the project should be used. 1.2 Project Logo Because the Sustaining Technical and Analytic Resources (STAR) project is implemented by a consortium of four organizations, we propose using a stand-alone logo to represent the project (see below). The STAR logo may be used in either the horizontal or vertical orientation, depending on the design of the product. STAR will brand all materials and products specified in the marking plan with its logo and the USAID identity, per USAID CFR. §700.16 and USAID ADS Chapter 320’s specifications for Assistance grants and/or Cooperative Agreements. Whenever the STAR logo is used, USAID’s logo will also appear of marked greater size and prominence. In instances where STAR project partners choose to include their organization’s logo in conjunction with the project logo, they are required to include the Public Health Institute’s (PHI) organizational logo as prime implementer on the STAR award. Partner’s organizational logos should be smaller in size than the STAR project logo, and equal in size to PHI’s logo.

2.0 PROGRAM COMMUNICATIONS AND PUBLICITY

2.1 Audiences The STAR project has the following target audiences, for both individual and institutional participants:

USAID implementing partners, including: academic and training institutions, professional associations, private-sector companies, and other groups involved in global health (e.g., faith-based organizations, women’s groups, foundations and consortia)

US and LMIC/host-country populations USAID HQ technical offices, Bureaus and Missions

2.2. Communications and/or Program Materials STAR will develop an introductory webinar and brochure highlighting USAID’s thought-leadership in global health learning and capacity building. These tools will be used to describe the project’s key objectives, goals, and areas of work to solicit interest. Other communications materials listed in Table 1 will be used to promote the goals and objectives of the project, as appropriate to the audience and setting. 2.3 Main Program Messages STAR’s overall message, and goal, is to improve the effectiveness of global health programs worldwide by developing and strengthening the capacity of diverse health professionals and academic institutions. Our key messages include:

STAR is a capacity-building and learning project Through individual Fellowships and Internships, STAR will help strengthen the capacity

of diverse global health professionals STAR will facilitate ground-breaking opportunities for US and LMIC global health

academic institutions to create open-access systems for knowledge sharing and identify common goals, resulting in effective, mutually beneficial partnerships.

STAR is supporting USAID’s thought-leadership in building the capacity of developing countries to run effective, state-of-the-art global health programs.

All STAR project communications materials and tools will be marked as appropriate with the USAID and/or STAR project brand identity. Where appropriate, STAR will include the disclaimer: “The Sustaining Technical and Analytic Resources (STAR) project is supported through Cooperative Agreement No. 7200AA18CA00001 by the US Agency for International Development (USAID). Contents are the responsibility of the STAR project and the Public Health Institute, and do not necessarily reflect the view of USAID or the US Government.” 2.4 Public Announcement and Promotion of STAR The project’s products and services are the primary means of communications and publicity. All such products will include the STAR logo and USAID identity and clearly show that funding is from the American people. As appropriate, STAR will also promote project resources at conferences, workshops, training sessions, and other meetings it attends or sponsors.

In-country promotion will depend on the alignment of the branding requirements of the USAID Mission and/or collaborating organizations. Examples of public announcements:

Project activities (e.g., acknowledgment at professional presentations, conferences, exhibitions, career fairs, workshops)

Promotion of technical publications and overall project results Training and learning curricula Success stories (disseminated through the STAR project and partner’s website(s),

USAID listservs, e-newsletters, social media, etc.) Participant testimonials Announcements of partnership models, research findings or release of a new study/tool

3.0 ACKNOWLEDGEMENTS 3.1 USAID and Project Logos All documents and materials produced by the cooperative agreement will follow USAID’s branding requirements for assistance instruments, including specific guidance outlined in USAID CFR. §700.16 and ADS Chapter 320. Both the USAID standard graphic identity and the STAR project logo will be prominently featured on project materials as specified in the marking plan. There is no requirement to co-mingle branding identities with STAR project sub-contractors. Where appropriate, STAR will include a tagline with partners listed. See Annex 2 for a sample STAR technical report cover. 3.2 Acknowledging USAID and the STAR project Cooperative Agreement The following acknowledgment will be included on STAR external and internal publications, including annual workplans and reports, as appropriate. The Sustaining Technical and Analytic Resources (STAR) project is a five-year cooperative agreement funded by the U.S. Agency for International Development under Agreement No. 7200AA18CA00001, beginning May 1, 2018. It is implemented by the Public Health Institute (PHI), in collaboration with Johns Hopkins University (JHU), University of California San Francisco (UCSF), and the Consortium of Universities for Global Health (CUGH). This acknowledgment language can be modified, as needed, to indicate other project collaborations. The following disclaimer will also be included on external STAR publications, the website, and internal publications, such as semi-annual reports, as appropriate:

The information provided [in this document] is not official U.S. Government information and does not necessarily represent the views or positions of the U.S. Agency for International Development.

3.3 Acknowledging Host-Country Governments STAR strives, in part, to build the capacity of US and internationally-based global health individuals and institutions, including Ministries, universities, professional associations and training institutions, towards sustainable, culturally competent, mutually beneficial collaborations that will enhance the global health evidence base. Based on past fellowship program experience, the project can expect to work in approximately 15-25 countries throughout its duration. 3.4 Acknowledging Other Host-Country Partners STAR strives, in part, to build the capacity of US and internationally-based global health individuals and institutions, including Ministries, universities, professional associations and training institutions, towards sustainable, culturally competent, mutually beneficial collaborations that will enhance the global health evidence base. When working with in-country partners and grassroots organizations, recognizing contributions of partners is essential for building local capacity, increasing in-country ownership and validation of project activities or findings, and highlighting the ways in which the US Government works collaboratively with others. As appropriate, excluding partners, STAR will include the logos of civil society, educational, and private-sector entities on STAR-funded products when these organizations have contributed significant funding or in-kind support to the activity, or to promote local ownership and capacity building. Per USAID branding and marking regulations, USAID’s brand identity will be most prominent, followed by the STAR project brand identity, and other logos as needed.

4.0 MARKING PLAN

The USAID Marking Plan for STAR, under Cooperative Agreement No. 7200AA18CA00001, includes:

Materials to be produced Presumptive and other exceptions from USAID branding requirements Provision of materials to the AOR(s) Branding requirements for sub-awards Branding exceptions

4.1 STAR Color Scheme and Application There are no limitations on the type of printing to be used for publications and other materials —full color, two-color, and black and white printing can be used as appropriate. For some co-branded materials, it may be necessary to print on a colored background. This is acceptable in co-branded materials when using a light background color that does not hinder the legibility of the USAID brand identity. In documents produced in-house by project staff, STAR (and its partners) will use font styles compatible with the approved USAID fonts.

4.1.1 STAR Logo Primary: horizontal orientation Secondary: vertical orientation

4.1.2 STAR Fonts and Styles Documents and/or materials produced by: 1) in-house STAR project staff, 2) project partners for external communications, or 3) a professional design firm, must leverage STAR project fonts compatible with USAID’s brand identity and fonts (Gill Sans Light and Arial) to ensure the continuity of the STAR brand. Typefaces are included below. Primary typeface: Georgia Regular

Primary typeface (alternate): Georgia Bold

Secondary typeface: Arial Regular

Secondary typeface (alternate): Arial Regular

4.1.3 STAR Color Palette

4.1.4 STAR Sample Letterhead for Award Administration Key elements of STAR’s letter are:

USAID brand identity is not included STAR brand identity is positioned top, center in header PHI brand identity and STAR project tagline are positioned bottom, center in footer

See Annex 3 for an illustrative example. 4.2 Marking Plan for Materials to be Produced Table 1 outlines the types of materials that will be produced under STAR. Any materials that are not anticipated below, but are produced under STAR, will adhere to the basic guidelines and intent described in this branding strategy and marking plan. Please note that marking is not required on items used as part of the administration of the cooperative agreement, such as stationery products, equipment, and offices. Thus, letterhead, name tags, business cards, computers, and office space will not use the USAID standard graphic identity.

Type of Materials Type of Marking* Where Marking Placed

Technical

Business cards Public Health Institute (PHI) logo and Project logo

Front cover; Public Health Institute logo prominently displayed at top, left; STAR project logo prominently displayed at top, right.

Letterhead, envelopes, mailing labels (for administration of the award)

Public Health Institute (PHI) logo and Project logo

Front cover

Office signage Project logo Front cover

Type of Materials Type of Marking* Where Marking Placed

Technical reports, research studies, and briefing/white papers

USAID and Project logo Front cover; Where possible, include: tagline with project partners (Johns Hopkins University; University of California, San Francisco; and the Consortium of Universities for Global Health).

STAR annual workplans, reports, and ad hoc reporting

USAID and Project logo Front cover

Training/Learning materials, manuals and tools

USAID and Project logo Front cover; Where possible, include: tagline with project partners (Johns Hopkins University; University of California, San Francisco; and the Consortium of Universities for Global Health).

STAR website USAID, Project and partner logos

Homepage. USAID and project logos “above the fold.” Partner’s tagline “below the fold.”

STAR webinars and social media

Project logo Homepage and as possible, “above the fold.”

Software USAID and Project logo Incorporated into the splash screen/menu and printed on the software packaging, and/or opening sequence.

Electronic newsletters USAID and Project logo Front page

PowerPoint and Prezi presentations

USAID and Project logo Title slide: USAID brand identity at top left; Project logo at top right.

Conference posters USAID and Project logo Top or bottom of poster

Brochures, flyers, factsheets and postcards

USAID and Project logo Depending on the design, the project logo may appear on the front page or in the acknowledgements or contact information section.

Videos USAID and project logo Opening and/or closing title sequences, as appropriate.

E-learning courses USAID and project logo Opening and/or closing title sequences, as appropriate.

Promotional

Type of Materials Type of Marking* Where Marking Placed

Event signs, banners, infographics and exhibition booths

USAID and Project logo Printed on the materials.

Project promotional materials (e.g., success stories, beneficiary testimonials, announcement of research findings or project results)

USAID and Project logo Printed on the materials; depending on the design, project logo may appear on the front page or in the acknowledgements or contact information section.

4.4 Branding Requirements for Sub-recipients Per USAID marking requirements for assistance awards, as outlined in CFR §700.16 and ADS 320 – Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards – the marking requirements for the STAR project as outlined in this approved Branding & Marking Strategy under Cooperative Agreement No. 7200AA18CA00001 will “flow down” to sub-recipients or sub-awards and will include the USAID-approved marking provision in all USAID-funded sub-awards. External facing technical and promotional materials developed by STAR partners requires approval from the Public Health Institute STAR communications staff before circulation to ensure Branding and Marking requirements are upheld. Recipients of USAID funded grants, cooperative agreements, or other assistance awards are required to include a USAID-approved marking provision in any USAID funded sub-award, to read as follows:

As a condition of receipt of this sub-award, marking with the USAID Identity of a size and prominence equivalent to or greater than the recipient's, subrecipient's, other donor's or third party's is required. In the event the recipient chooses not to require marking with its own identity or logo by the subrecipient, USAID may, at its discretion, require marking by the subrecipient with the USAID Identity.

4.5 Branding Requirements for Participant Cohorts or Placement Sites Per USAID marking requirements for assistance awards, as outlined in CFR §700.16 and ADS 320 – Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards – the marking requirements for the STAR project as outlined in this approved Branding & Marking Strategy under Cooperative Agreement No. 7200AA18CA00001 will “flow down” to participant placement sites and/or STAR participant cohorts. To this end, external-facing technical and promotional materials developed by STAR participant placement sites require approval from the STAR communications team before circulation to ensure Branding and Marking requirements are upheld. Unaltered usage of the primary STAR brand identity (logo, typeface and color palette) on materials created by or in collaboration with the STAR project or participants is required. The STAR project will host and maintain one project website and select social media handles where every effort will be made to create content that features distinguished participants, cohorts, technical areas, placement sites and/or collaborating entities. Upon request, cohort-specific communications tools such as newsletters, profiles, vignettes, and/or short videos may

be developed, with approval in advance by STAR communications staff. As STAR is a learning and capacity-building project, STAR participants – both individual and institutional – will have access to all project-managed web portals, networking platforms, and project-produced materials and tools. However, the creation of cohort-specific websites, web portals, and/or social media handles is disallowed in an effort to ensure the integrity of the STAR brand identity, limit liability around content and user privacy, and contain and manage costs. 4.6 Branding Exceptions The above marking requirements in CFR §700.16 and ADS 320 may not apply if marking would:

1. Compromise the intrinsic independence or neutrality of a program or materials where independence or neutrality is an inherent aspect of the program and materials, such as election monitoring or ballots, and voter information literature; political party support or public policy advocacy or reform; independent media, such as television and radio broadcasts, newspaper articles and editorials; public service announcements or public opinion polls and surveys. As an example: STAR may conduct outreach and create materials for the event that is hosted in a country that may be hostile to USAID or the US Government. In this instance, the STAR project may opt to include only the project logo on these outreach materials/tools.

2. Undercut host-country government “ownership” of constitutions, laws, regulations, policies, studies, assessments, reports, publications, surveys or audits, public service announcements, or other communications better positioned as “by” or “from” a cooperating country ministry or government official. As an example: A STAR project participant – Fellow or Intern – may be placed within a Ministry of Health and support the creation of country-specific guidelines or policies. This document may only include the host-country’s branding in order to ensure the neutrality of the proposed health interventions.

4.6 Provision of Materials to AORs STAR will provide the AOR with two copies of all program and communications materials produced under the STAR agreement. In addition, STAR will submit one electronic copy of all final documents to USAID’s Development Experience Clearinghouse (DEC).

5.0 ANNEXES

Annex 1 contains a form that can be used to facilitate the process of seeking and tracking Mission and AOR approval for any exceptions to the use of the USAID logos on materials. Email approvals are also acceptable. Annex 2 illustrates a sample technical report cover and inside cover. Annex 3 illustrates sample letterhead for STAR award administration.

Annex 1 [STAR Project Logo] [USAID Logo] REQUEST FOR EXCEPTIONS TO USAID BRANDING 1. Title (or Activity): If not known yet, please briefly describe the material to be marked 2. Type of material(s) to be produced (document, banner, CD, program materials, etc.): 3. Date Submitted: 4. Date Approval is Needed By: 5 Please describe the proposed branding approach (attach example if available): 6. Rationale for branding approach: 7. Type and placement of USAID acknowledgment if appropriate: FOR AOR/TA or MISSION USE ONLY I approve of the proposed branding approach. I approve of the proposed branding approach, with the following changes: I do not approve of the proposed branding approach. Please submit a new proposal. _____________________ _____________________ _____________________ Name Title Date

ANNEX 2

The following page illustrates a sample technical report cover.

ANNEX 3

The following page illustrates STAR sample letterhead.