Feed The Future

program of the United States federal government

📋 1 Guidelines

🔗 Connections

Sector

Public sector Ngo

Region

Usa

Guideline Year

2015

Language

English

Tags

Food beverage

Official Websites

Brand Guidelines

2015

Brand Summary

Mission
  • Feed the Future is the U.S. Government’s global hunger and food security initiative. With a focus on smallholder farmers, particularly women, Feed the Future supports partner countries in developing their own agriculture sectors to generate opportunities for economic growth and trade, which can help reduce poverty and hunger [^1].
Core Values
  • global food security
  • support for smallholder farmers
  • empowerment of women
  • economic growth
  • trade
  • poverty reduction
  • nutrition improvement
Target Audience
  • Partner countries, smallholder farmers (especially women), U.S. Government agencies, implementing partners, and global audiences interested in food security and agricultural development [^2].
Personality Traits
  • authoritative
  • collaborative
  • clear
  • consistent
  • professional
Visual Identity Overview
  • The visual identity centers on the Feed the Future logo, which includes the Great Seal of the United States, bold text, and a tagline. The primary color is blue, with green and orange as secondary colors and black and gray as accents. The logo is used in horizontal and vertical formats, with strict guidelines for sizing, spacing, and color combinations. Fonts such as Gill Sans and Arial are used for clarity and consistency. The overall style is clean, professional, and authoritative, emphasizing clarity and government involvement [^3].

Categories

Brand Imagery
  • The Feed the Future logo consists of three parts: The Great Seal of the United States, text treatment, and tagline. These must always be used together in either the horizontal or vertical format.
  • The integrity of the logo must be maintained. Do not recreate the logo. Do not skew the proportions or use alternative colors. All three elements must be visible and legible.
  • The Feed the Future logo is only to be used in the two formats—horizontal and vertical—shown on these pages. Horizontal use is preferred where spacing allows.
  • The reverse logo may be used on color backgrounds. Use Feed the Future colors (see color palette on page 19). The tagline must be in black when a white background is used for the logo.
  • Select Feed the Future logos with translated taglines can be downloaded at www.feedthefuture.gov/branding.
  • Blue is the primary Feed the Future color and preferred color for the logo. Use blue with a black tagline on a white background (left) or white on a blue background (right) as shown above. The horizontal format is preferred.
  • The tagline must be in black when a white background is used for the logo.
  • Use green with a black tagline on a white background (left) or white on a green background (right) as shown above. The horizontal format is preferred.
  • Blue is the primary color for the logo and all other USAID-funded Feed the Future project communications materials. Green may be used on serial publications that require differentiation.
  • Use the black and white logo as shown above when color options are not available. The horizontal format is preferred.
  • When using the Feed the Future logo, make sure that all three elements, including the tagline, are large enough for the reader to see.
  • The horizontal logo must always be AT LEAST 2 inches (5.08 cm) wide and .375 inches tall (0.9525 cm) in all communications materials.
  • The vertical logo must always be AT LEAST 1.625 inches (4.191 cm) wide and .75 inches tall (1.905 cm) in all communications materials.
  • A minimum area or “clear space” surrounding the Feed the Future logo must be kept free of any other text or graphic elements, such as illustrations, thematic images, and the trim edge of a printed piece. In certain cases, the logo may be overlayed on top of a photograph or patterned background provided that the logo is still clear and legible. The photograph or pattern must not be overly distracting from the logo.
  • Minimum clear space on all sides is equal to the height of the Feed the Future text, no matter the size of the tagline.
  • The letter “D” from the word “FEED” determines the height and width of the clear space around the logo, as shown below.
  • Products should use more than the minimum clear space where possible.
  • The only color combinations allowed include the white Feed the Future logo on a blue, green, or orange background. Other color combinations are incorrect.
  • 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.
  • The core palette for the logo was carefully selected to reflect the vision of Feed the Future: • Blue represents the future: We can achieve the vision to eradicate extreme poverty and hunger in our lifetime. • Green represents agriculture: We believe investing in agriculture is the most efficient and effective way to fight poverty. • Orange represents hope: We can help countries prosper and grow through targeted investments in agriculture-led growth. • Black represents the soil: We recognize that healthy agricultural systems start with the soil, a key ingredient for maintaining strong agricultural productivity and a clean environment.
  • Blue is the primary Feed the Future color. Green and orange are the secondary colors, and black and gray are accent colors.
  • Blue is the primary color for the logo and all other USAID-funded Feed the Future project communications materials. Green may be used when blue is not appropriate for a particular product design, or for serial publications that require differentiation. Orange may be used to highlight key text and should be used as a third preference after the blue or green options.
  • Use of secondary Feed the Future colors for the logo and/or underlying color banner is reserved for special circumstances, for example, to distinguish individual products that are part of a comprehensive suite or often paired but that may also be used as standalone materials. Use of the color logo (blue or green) on a white background is also an option, with the blue color logo preferred.
  • Keep in mind that electronic mediums render colors differently than print media. This means that colors will look different on your screen than they do in print. Please use the designated web colors (see HEX colors on page 20) for all online uses.
  • Pantone 7459 C CMYK 71/26/21/0 RGB 71/153/181 HEX #4799B5
  • Pantone 7495 C CMYK 25/0/80/30 RGB 148/165/69 HEX #94A545
  • Pantone 7413 C CMYK 14/58/100/2 RGB 211/125/40 HEX #D37D28
  • Pantone Black 7 C CMYK 62/60/68/54 RGB 64/59/51 HEX #403B33
  • Pantone Cool Gray 2 C CMYK 0/0/0/10 RGB 230/231/232 HEX #E6E7E8
Color Palette
  • The core palette for the logo was carefully selected to reflect the vision of Feed the Future: • Blue represents the future: We can achieve the vision to eradicate extreme poverty and hunger in our lifetime. • Green represents agriculture: We believe investing in agriculture is the most efficient and effective way to fight poverty. • Orange represents hope: We can help countries prosper and grow through targeted investments in agriculture-led growth. • Black represents the soil: We recognize that healthy agricultural systems start with the soil, a key ingredient for maintaining strong agricultural productivity and a clean environment.
  • Blue is the primary Feed the Future color. Green and orange are the secondary colors, and black and gray are accent colors.
  • Blue is the primary color for the logo and all other USAID-funded Feed the Future project communications materials. Green may be used when blue is not appropriate for a particular product design, or for serial publications that require differentiation. Orange may be used to highlight key text and should be used as a third preference after the blue or green options.
  • Use of secondary Feed the Future colors for the logo and/or underlying color banner is reserved for special circumstances, for example, to distinguish individual products that are part of a comprehensive suite or often paired but that may also be used as standalone materials. Use of the color logo (blue or green) on a white background is also an option, with the blue color logo preferred.
  • Keep in mind that electronic mediums render colors differently than print media. This means that colors will look different on your screen than they do in print. Please use the designated web colors (see HEX colors on page 20) for all online uses.
  • Pantone 7459 C CMYK 71/26/21/0 RGB 71/153/181 HEX #4799B5
  • Pantone 7495 C CMYK 25/0/80/30 RGB 148/165/69 HEX #94A545
  • Pantone 7413 C CMYK 14/58/100/2 RGB 211/125/40 HEX #D37D28
  • Pantone Black 7 C CMYK 62/60/68/54 RGB 64/59/51 HEX #403B33
  • Pantone Cool Gray 2 C CMYK 0/0/0/10 RGB 230/231/232 HEX #E6E7E8
  • Blue is the primary color for the logo and all other USAID-funded Feed the Future project communications materials. Green may be used on serial publications that require differentiation. See pages 35 and 39 for more details.
  • Use Feed the Future colors (see color palette on page 19).
  • The only color combinations allowed include the white Feed the Future logo on a blue, green, or orange background. Other color combinations are incorrect.
  • 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.
Typography
  • Font is one of the most important design elements. It is used to differentiate sections of information such as headers, text or captions. Following standards for font ensures brand consistency across all printed and online materials.The font family was selected for clarity. Gill Sans Bold is used in the logo.Where possible, Gill Sans should be used in professionally designed and printed communications. Arial is the default font for desktop publishing.
  • As a general rule for shorter documents such as fact sheets and PowerPoints, Gill Sans Bold is used for headers, subheads and highlighted text; Gill Sans Regular or Light is used for body text; and Gill Sans Italic is used for captions. Adobe Garamond Regular, Bold, and Italic may be used for body text in longer documents or technical papers and reports.
  • When the Gill Sans font family is not available, default to Arial. When the Adobe Garamond font family is not available, default to Times New Roman.The recommended font for various materials is included in material examples later in the manual.
  • SANS-SERIF FONTS: Use for shorter documents (banners, fact sheets, brochures, etc.)
  • HEADERS & BODY TEXT Gill Sans Regular Gill Sans Light When Not Available, Use Arial Regular
  • HEADERS, SUBHEADS, HIGHLIGHTED TEXT Gill Sans Bold When Not Available, Use Arial Bold
  • CAPTIONS Gill Sans Italic When Not Available, Use Arial Italic
  • QUOTE TEXT Gill Sans Light Italic When Not Available, Use Arial Italic
  • SERIF FONTS: Use for longer documents (reports, technical papers, etc.)
  • BODY TEXT Adobe Garamond Regular When Not Available, Use Times New Roman Regular
  • BODY TEXT, HIGHLIGHTED TEXT Adobe Garamond Bold When Not Available, Use Times New Roman Bold
  • CAPTIONS Adobe Garamond Regular When Not Available, Use Times New Roman Italic
  • HEADERS, SUBHEADS Gill Sans Bold When Not Available, Use Arial Bold
  • Fact Sheet Font PRIMARY HEADER 22 Point Primary headers use blue and use Gill Sans Regular in all caps with 24 pt. leading.
  • Fact Sheet Font Secondary Header 13 Point Secondary headers use Gill Sans Bold with 15 pt. leading, with 15 pt. space above and 3 pt. space below.
  • Fact Sheet Font Body Text and Bulleted Lists 11 Point Body text and bulleted lists use black and Gill Sans Regular with 14 pt. leading.
  • Fact Sheet Font Quote Text 14 Point Quote text uses Gill Sans Regular in Cool Gray 9C and 17 pt. leading.
  • Fact Sheet Font Source Text 9 Point Source text uses blue and Gill Sans Bold.
  • Fact Sheet Font Text boxes 10 Point Text boxes use Gill Sans Regular.
  • Fact Sheet Font Hyperlinked Text Hyperlinked text uses Feed the Future blue and Gill Sans Regular.
  • Fact sheet title should be centered and in all capital letters.
  • Body text and subheads should be flush left.
Logo Usage
  • The Feed the Future logo consists of three parts:The Great Seal of the United States, text treatment, and tagline.These must always be used together in either the horizontal or vertical format.
  • The integrity of the logo must be maintained. Do not recreate the logo. Do not skew the proportions or use alternative colors. All three elements must be visible and legible.*
  • The Feed the Future logo is only to be used in the two formats-horizontal and vertical-shown on these pages. Horizontal use is preferred where spacing allows.
  • The reverse logo may be used on color backgrounds. Use Feed the Future colors (see color palette on page 19). The tagline must be in black when a white background is used for the logo.
  • Select Feed the Future logos with translated taglines can be downloaded at www.feedthefuture.gov/branding.
  • Blue is the primary Feed the Future color and preferred color for the logo. Use blue with a black tagline on a white background (left) or white on a blue background (right) as shown above.The horizontal format is preferred.
  • Note: The tagline must be in black when a white background is used for the logo.
  • Use green with a black tagline on a white background (left) or white on a green background (right) as shown above.The horizontal format is preferred.
  • Note: Blue is the primary color for the logo and all other USAID-funded Feed the Future project communications materials. Green may be used on serial publications that require differentiation. See pages 35 and 39 for more details.
  • Use the black and white logo as shown above when color options are not available.The horizontal format is preferred.
  • When using the Feed the Future logo, make sure that all three elements, including the tagline, are large enough for the reader to see.
  • The horizontal logo must always be AT LEAST 2 inches (5.08 cm) wide and .375 inches tall (0.9525 cm) in all communications materials.
  • The vertical logo must always be AT LEAST 1.625 inches (4.191 cm) wide and .75 inches tall (1.905 cm) in all communications materials.
  • A minimum area or “clear space” surrounding the Feed the Future logo must be kept free of any other text or graphic elements, such as illustrations, thematic images, and the trim edge of a printed piece. In certain cases, the logo may be overlayed on top of a photograph or patterned background provided that the logo is still clear and legible.The photograph or pattern must not be overly distracting from the logo.
  • Minimum clear space on all sides is equal to the height of the Feed the Future text, no matter the size of the tagline.
  • The letter “D” from the word “FEED” determines the height and width of the clear space around the logo, as shown below.
  • Products should use more than the minimum clear space where possible.
  • The only color combinations allowed include the white Feed the Future logo on a blue, green, or orange background. Other color combinations are incorrect.
  • 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.
Tone And Messaging
  • Branding is more comprehensive, and includes the Feed the Future logo, fonts, colors, and design, as well as what is said about Feed the Future and how it is said. Not only written words, but also photos, colors, fonts, and layout all contribute to creating a specific brand.
  • The name of a project* is equally as important to the Feed the Future brand as is marking. A specific, concise project name will help make clear the project’s purpose.The addition of “Feed the Future” to the beginning of each project name helps ensure that, even when used in absence of the logo, the name will be immediately associated with the Feed the Future initiative.
  • FEED THE FUTURE PROJECT NAME STANDARDS: • Begin with “Feed the Future.” • Reference the country or region where the project is focused. If the project is global in nature, either omit the country or region, or include the word “global” instead. • Be clear, concise, simple, and descriptive. • Unify and simplify the message, especially for external audiences. • Do not promote or “brand” bureaus or offices. • Do not use jargon or acronyms. • Do not reference implementing partners and internal organizational structures (e.g., “Implementing Partner’s Feed the Future Ethiopia Value Chain Activity”). • Do not preface “Feed the Future” with “USAID’s” (Feed the Future is the U.S. Government’s, not USAID’s). • Spell out “Feed the Future” in all references in external materials. Do not use “FTF” or “FtF”. • Do not use or develop separate project logos or brandmarks.
  • BEST PRACTICES: • Remember that general external audiences may become confused or have difficulty retaining separate project names, so be judicious in which products and where to include that level of detail. • The takeaway for general audiences should be centered around Feed the Future/U.S. Government support. • Project names should be simple and descriptive of the topline goal or core areas of expertise of a project. If a project focus is on maize, include that in the name, and ensure there is enough detail to distinguish one project from another (e.g., “Feed the Future [name of country] Maize Improvement Project”). • Final project names should be no more than 12 words total (including “Feed the Future,” the country/region, the description, and the word “project,” “program,” or “activity”) for English-only names. • Please note that on items such as signage that include the project name as part of the sign, “Feed the Future” does not need to be restated in the project name since the logo is present just above. See page 33 for an example.
  • USING LOCAL LANGUAGES IN PROJECT NAMING: In some cases, use of the local language for project naming may be more effective or appropriate than using English, depending on the audience and project goals. If a language other than English makes the most sense given the audience and project goals, the following guidelines must apply: • Start the project name with the English words “Feed the Future.” These words can be translated within the text of a product, e.g., “Feed the Future (‘Alimentando al Futuro’)”. Please note the Feed the Future logo will always appear in English, but select versions with a translated tagline are available at www.feedthefuture.gov/branding. • The remainder of the name can appear in the local language, including the word “project” or “program”. • Additional Feed the Future project naming guidelines still apply: - Reference the country or region (where applicable). - Be clear, concise, simple, and descriptive. - Do not promote or “brand” bureaus or offices. - Do not use jargon or acronyms, even in the local language. - Do not reference implementing partners and internal organizational structures. - Do not preface “Feed the Future” with “USAID’s”. - Spell out “Feed the Future” in all references in external materials. Do not use “FTF” or “FtF”. Final translated project names should be no more than 15 words total (including “Feed the Future,” the country/region, the description, and the word “project,” “program,” or “activity.”)
Visual Style
  • The Feed the Future logo consists of three parts:The Great Seal of the United States, text treatment, and tagline.These must always be used together in either the horizontal or vertical format.
  • The integrity of the logo must be maintained. Do not recreate the logo. Do not skew the proportions or use alternative colors. All three elements must be visible and legible.*
  • The Feed the Future logo is only to be used in the two formats-horizontal and vertical-shown on these pages. Horizontal use is preferred where spacing allows.
  • The reverse logo may be used on color backgrounds. Use Feed the Future colors (see color palette on page 19). The tagline must be in black when a white background is used for the logo.
  • Blue is the primary Feed the Future color and preferred color for the logo. Use blue with a black tagline on a white background (left) or white on a blue background (right) as shown above.The horizontal format is preferred.
  • Note: The tagline must be in black when a white background is used for the logo.
  • Use green with a black tagline on a white background (left) or white on a green background (right) as shown above.The horizontal format is preferred.
  • Note: Blue is the primary color for the logo and all other USAID-funded Feed the Future project communications materials. Green may be used on serial publications that require differentiation. See pages 35 and 39 for more details.
  • Use the black and white logo as shown above when color options are not available.The horizontal format is preferred.
  • When using the Feed the Future logo, make sure that all three elements, including the tagline, are large enough for the reader to see.
  • The horizontal logo must always be AT LEAST 2 inches (5.08 cm) wide and .375 inches tall (0.9525 cm) in all communications materials.
  • The vertical logo must always be AT LEAST 1.625 inches (4.191 cm) wide and .75 inches tall (1.905 cm) in all communications materials.
  • A minimum area or “clear space” surrounding the Feed the Future logo must be kept free of any other text or graphic elements, such as illustrations, thematic images, and the trim edge of a printed piece. In certain cases, the logo may be overlayed on top of a photograph or patterned background provided that the logo is still clear and legible.The photograph or pattern must not be overly distracting from the logo.
  • Minimum clear space on all sides is equal to the height of the Feed the Future text, no matter the size of the tagline.
  • The letter “D” from the word “FEED” determines the height and width of the clear space around the logo, as shown below.
  • Products should use more than the minimum clear space where possible.
  • The only color combinations allowed include the white Feed the Future logo on a blue, green, or orange background. Other color combinations are incorrect.
  • 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.
  • The core palette for the logo was carefully selected to reflect the vision of Feed the Future: • Blue represents the future: We can achieve the vision to eradicate extreme poverty and hunger in our lifetime. • Green represents agriculture: We believe investing in agriculture is the most efficient and effective way to fight poverty. • Orange represents hope: We can help countries prosper and grow through targeted investments in agriculture-led growth. • Black represents the soil: We recognize that healthy agricultural systems start with the soil, a key ingredient for maintaining strong agricultural productivity and a clean environment.
  • Blue is the primary Feed the Future color. Green and orange are the secondary colors, and black and gray are accent colors.
  • Blue is the primary color for the logo and all other USAID-funded Feed the Future project communications materials. Green may be used when blue is not appropriate for a particular product design, or for serial publications that require differentiation. Orange may be used to highlight key text and should be used as a third preference after the blue or green options.
  • Use of secondary Feed the Future colors for the logo and/or underlying color banner is reserved for special circumstances, for example, to distinguish individual products that are part of a comprehensive suite or often paired but that may also be used as standalone materials. Use of the color logo (blue or green) on a white background is also an option, with the blue color logo preferred.
  • Keep in mind that electronic mediums render colors differently than print media.This means that colors will look different on your screen than they do in print. Please use the designated web colors (see HEX colors on page 20) for all online uses.
  • Pantone 7459 C CMYK 71/26/21/0 RGB 71/153/181 HEX #4799B5
  • Pantone 7495 C CMYK 25/0/80/30 RGB 148/165/69 HEX #94A545
  • Pantone 7413 C CMYK 14/58/100/2 RGB 211/125/40 HEX #D37D28
  • Pantone Black 7 C CMYK 62/60/68/54 RGB 64/59/51 HEX #403B33
  • Pantone Cool Gray 2 C CMYK 0/0/0/10 RGB 230/231/232 HEX #E6E7E8
  • Font is one of the most important design elements. It is used to differentiate sections of information such as headers, text or captions. Following standards for font ensures brand consistency across all printed and online materials.The font family was selected for clarity. Gill Sans Bold is used in the logo.Where possible, Gill Sans should be used in professionally designed and printed communications. Arial is the default font for desktop publishing.
  • As a general rule for shorter documents such as fact sheets and PowerPoints, Gill Sans Bold is used for headers, subheads and highlighted text; Gill Sans Regular or Light is used for body text; and Gill Sans Italic is used for captions. Adobe Garamond Regular, Bold, and Italic may be used for body text in longer documents or technical papers and reports.
  • When the Gill Sans font family is not available, default to Arial. When the Adobe Garamond font family is not available, default to Times New Roman.The recommended font for various materials is included in material examples later in the manual.
  • SANS-SERIF FONTS: Use for shorter documents (banners, fact sheets, brochures, etc.)
  • SERIF FONTS: Use for longer documents (reports, technical papers, etc.)
Layout And Composition
  • A minimum area or “clear space” surrounding the Feed the Future logo must be kept free of any other text or graphic elements, such as illustrations, thematic images, and the trim edge of a printed piece. In certain cases, the logo may be overlayed on top of a photograph or patterned background provided that the logo is still clear and legible.The photograph or pattern must not be overly distracting from the logo.
  • Minimum clear space on all sides is equal to the height of the Feed the Future text, no matter the size of the tagline.
  • The letter “D” from the word “FEED” determines the height and width of the clear space around the logo, as shown below.
  • Products should use more than the minimum clear space where possible.
  • 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.
  • The only color combinations allowed include the white Feed the Future logo on a blue, green, or orange background. Other color combinations are incorrect.
  • 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.
  • Content margins should always be ½ inch.
  • Fact sheet title should be centered and in all capital letters.
  • Body text and subheads should be flush left.
  • The image on the previous page contains suggested spacing and logo placement.
  • The Feed the Future website URL should appear at the bottom of at least the final page, aligned according to the publication design. In this case, center placement is preferred.
  • ◄ DO NOT ADD ANY ELEMENTS (E.G.,TEXT OR LOGOS)TO THE RIGHT OFTHE FEED THE FUTURE LOGO ACROSS THE TOP OF THE PAGE.
  • For publication covers, the Feed the Future logo must be placed in the upper left area (following guidelines on background color use, size, and spacing).
  • Use % inch margins for content.
  • On co-branded communications for acquisition instruments, the lower left-most placement is preferred for the USAID logo.The Feed the Future logo at the top must be of at least equal size and prominence to the USAID logo.
  • No separate partner logos are allowed.
  • Do not create or use separate project/program logos.
  • USAID logo in lower left corner following USAID sizing and spacing guidelines. The Feed the Future logo at the top must be of at least equal size and prominence to the USAID logo.
  • The web address should be aligned according to the design of the product, and written using an approved font.
  • The Feed the Future logo should appear in the upper-left area of the home page of a website. The logo may be used on subsequent pages to ensure visibility if space allows. Color, size, and clear-space specifications should be followed at all times.
  • The lower left-most placement is preferred for the USAID logo.The Feed the Future logo at the top must be of at least equal size and prominence to the USAID logo. All program/project website creation must first be approved by the USAID Website Governance Board.
  • For publication covers, the Feed the Future logo must be placed in the upper left area (following guidelines on background color use, size, and margin spacing).
  • On co-branded communications for assistance instruments, the lower left-most placement is preferred for the USAID logo. Partner institutional logos may be placed to the right of the USAID logo in accordance with the USAID Graphic Standards Manual (www.usaid.gov/branding/gsm).The Feed the Future logo at the top must be of at least equal size and prominence to the USAID and any other logos.
  • Content margins should always be % inch.
  • The lower left-most placement is preferred for the USAID logo. Partner logos may be placed to the right of the USAID logo in accordance with the USAID Graphic Standards Manual (www.usaid.gov/branding/gsm). The Feed the Future logo at the top must be of at least equal size and prominence to the USAID and any other logos.
Project Naming Guidelines
  • The name of a project* is equally as important to the Feed the Future brand as is marking. A specific, concise project name will help make clear the project’s purpose.The addition of “Feed the Future” to the beginning of each project name helps ensure that, even when used in absence of the logo, the name will be immediately associated with the Feed the Future initiative.
  • • Begin with “Feed the Future.”
  • • Reference the country or region where the project is focused. If the project is global in nature, either omit the country or region, or include the word “global” instead.
  • • Be clear, concise, simple, and descriptive.
  • • Unify and simplify the message, especially for external audiences.
  • • Do not promote or “brand” bureaus or offices.
  • • Do not use jargon or acronyms.
  • • Do not reference implementing partners and internal organizational structures (e.g., “Implementing Partner’s Feed the Future Ethiopia Value Chain Activity”).
  • • Do not preface “Feed the Future” with “USAID’s” (Feed the Future is the U.S. Government’s, not USAID’s).
  • • Spell out “Feed the Future” in all references in external materials. Do not use “FTF” or “FtF”.
  • • Do not use or develop separate project logos or brandmarks.
  • Project names should be simple and descriptive of the topline goal or core areas of expertise of a project. If a project focus is on maize, include that in the name, and ensure there is enough detail to distinguish one project from another (e.g., “Feed the Future [name of country] Maize Improvement Project”).
  • Final project names should be no more than 12 words total (including “Feed the Future,” the country/region, the description, and the word “project,” “program,” or “activity”) for English-only names.
  • Please note that on items such as signage that include the project name as part of the sign, “Feed the Future” does not need to be restated in the project name since the logo is present just above. See page 33 for an example.
  • In some cases, use of the local language for project naming may be more effective or appropriate than using English, depending on the audience and project goals.
  • If a language other than English makes the most sense given the audience and project goals, the following guidelines must apply:
  • • Start the project name with the English words “Feed the Future.” These words can be translated within the text of a product, e.g., “Feed the Future (‘Alimentando al Futuro’)”. Please note the Feed the Future logo will always appear in English, but select versions with a translated tagline are available at www.feedthefuture.gov/branding.
  • • The remainder of the name can appear in the local language, including the word “project” or “program”.
  • • Additional Feed the Future project naming guidelines still apply: - Reference the country or region (where applicable). - Be clear, concise, simple, and descriptive. - Do not promote or “brand” bureaus or offices. - Do not use jargon or acronyms, even in the local language. - Do not reference implementing partners and internal organizational structures. - Do not preface “Feed the Future” with “USAID’s”. - Spell out “Feed the Future” in all references in external materials. Do not use “FTF” or “FtF”.
  • Final translated project names should be no more than 15 words total (including “Feed the Future,” the country/region, the description, and the word “project,” “program,” or “activity.”)
Interagency Branding Guidance
  • Where appropriate and permissible by individual agency policy and regulations, U.S. Government agencies participating in the Feed the Future initiative may choose to co-brand their products.
  • For products produced by Feed the Future-funded projects, including support from or through USAID, the recommendation is for agencies to co-brand in accordance with the example below:
  • Please note that on items such as signage that include the project name as part of the sign, “Feed the Future” does not need to be restated in the project name since the logo is present just above.
Acquisition Instruments
  • Materials for Feed the Future activities conducted under acquisition instruments from USAID should include both the Feed the Future and USAID logos. A review team (COR, CO, BFS Communications & Outreach team) must approve exceptional cases where this requirement is not met.
  • Feed the Future and USAID co-branded products may include, for example, case studies or reports highlighting Feed the Future activities funded through a specific contract/acquisition instrument. This option also applies to related project websites (if the creation of a project site is approved by the USAID Website Governance Board).
  • The Feed the Future logo must be placed prominently at the top left corner of the page/publication. Do not include additional language or logos within the top area/banner. The USAID logo must be positioned at the lower left in accordance with USAID ADS 320 and the USAID Graphic Standards Manual reference to co-branding placement (see www.usaid.gov/branding/gsm section 1.1).
  • Feed the Future logo spacing and color palette must comply with specifications noted on pages 16 to 20. Subsequent pages may streamline the banner across the top of the page, if used. The Feed the Future website address (www.feedthefuture.gov) must be included in the publication on the final page or slide, and may be included on other pages as well. The web address should be aligned according to the design of the product, and written using an approved font.
  • Use of secondary colors for the Feed the Future logo and/or underlying color banner is reserved for special circumstances. For example, they may be used to distinguish individual products that are part of a comprehensive suite or often paired but that may also be used as standalone materials. They may also be used in instances when the blue Feed the Future logo or banner would conflict with a specific product design.
  • Where possible, products that meet requirements for this case should reference Feed the Future interagency partners in text; contractors should be mentioned by name only in disclaimers and production notes to avoid confusion.
  • Do not create or use separate project/program logos.
  • Administrative materials (e.g., business cards, fax covers, internal memos, tax forms, customs forms, etc.) and advertisements should maintain the branding and identity of the contractor, and should not include the Feed the Future or USAID logo in any form, in accordance with ADS 320.
  • For publication covers, the Feed the Future logo must be placed in the upper left area (following guidelines on background color use, size, and spacing).
  • Use % inch margins for content.
  • On co-branded communications for acquisition instruments, the lower left-most placement is preferred for the USAID logo. The Feed the Future logo at the top must be of at least equal size and prominence to the USAID logo.
  • No separate partner logos are allowed.
  • Content margins should always be ½ inch.
  • USAID logo in lower left corner following USAID sizing and spacing guidelines. The Feed the Future logo at the top must be of at least equal size and prominence to the USAID logo.
  • The web address should be aligned according to the design of the product, and written using an approved font.
  • Pantone 7459 C CMYK 71/26/21/0 RGB 71/153/181 HEX #4799B5
  • Pantone Cool Gray 2 C CMYK 0/0/0/10 RGB 230/231/232 HEX #E6E7E8
  • Pantone Cool Gray 9 C CMYK 0/0/0/50 RGB 147/149/152 HEX #939598
  • The Feed the Future logo should appear in the upper-left area of the home page of a website. The logo may be used on subsequent pages to ensure visibility if space allows. Color, size, and clear-space specifications should be followed at all times. The lower left-most placement is preferred for the USAID logo. The Feed the Future logo at the top must be of at least equal size and prominence to the USAID logo. All program/project website creation must first be approved by the USAID Website Governance Board.
Assistance Instruments
  • Materials for Feed the Future activities conducted under assistance instruments from USAID should include the Feed the Future logo, USAID logo, and assistance/co-funding partner logo(s). A review team (AOR, AO, BFS Communications & Outreach team) must approve exceptional cases where this requirement is not met.
  • Feed the Future, USAID and partner co-branded products may include, for example, case studies or reports highlighting Feed the Future activities funded through a specific assistance agreement.This option also applies to related project websites (if the creation of a project site is approved by the USAID Website Governance Board).
  • The Feed the Future logo must be placed prominently at the top left corner of the page/publication. Do not include additional language or logos within the top area/banner.The USAID logo must be positioned at the lower left in accordance with USAID ADS 320 and the USAID Graphic Standards Manual reference to co-branding placement (see www.usaid.gov/branding/gsm section 1.1).Assistance/co-funding partner institutional logo(s) should be placed to the right of the USAID logo, sized in accordance with USAID ADS 320 and the USAID Graphic Standards Manual reference to co-branding placement. Feed the Future logo spacing and color palette must comply with specifications noted on pages 16 to 20. Subsequent pages may streamline the banner across the top of the page, if used.The Feed the Future website address (www.feedthefuture.gov) must be included in the publication on the final page or slide, and may be included on other pages as well.The web address should be aligned according to the design of the product, and written using an approved font.
  • Use of secondary colors for the Feed the Future logo and/or underlying color banner is reserved for special circumstances. For example, they may be used to distinguish individual products that are part of a comprehensive suite or often paired but that may also be used as standalone materials.They may also be used in instances when the blue Feed the Future logo or banner would conflict with a specific product design.
  • Where possible, products that meet requirements for this case should reference Feed the Future interagency partners in text, and may reference USAID and assistance/co-funding partner(s) if appropriate.
  • Do not create or use separate project/program logos.
  • Administrative materials (e.g., business cards, fax covers, internal memos, tax forms, customs forms, etc.) and advertisements should maintain the branding and identity of the awardee, and should not include the Feed the Future or USAID logo in any form, in accordance with ADS 320.
  • For publication covers, the Feed the Future logo must be placed in the upper left area (following guidelines on background color use, size, and margin spacing).
  • Use % inch margins for content.
  • On co-branded communications for assistance instruments, the lower left-most placement is preferred for the USAID logo. Partner institutional logos may be placed to the right of the USAID logo in accordance with the USAID Graphic Standards Manual (www.usaid.gov/branding/gsm).The Feed the Future logo at the top must be of at least equal size and prominence to the USAID and any other logos.
  • Partners can request to retain more prominent institutional branding for certain publications (for example, in technical papers and research publications), on a case-by-case basis, through their AOR.
  • Content margins should always be % inch.
  • The lower left-most placement is preferred for the USAID logo. Partner logos may be placed to the right of the USAID logo in accordance with the USAID Graphic Standards Manual (www.usaid.gov/branding/gsm). The Feed the Future logo at the top must be of at least equal size and prominence to the USAID and any other logos.
  • Quotes and secondary headline or subhead in blue.
  • The web address should be aligned according to the design of the product, and written using an approved font.
  • Pantone 7459 C CMYK 7 I /26/21 /0 RGB 71/153/181 HEX #4799B5
  • Pantone 7495 C CMYK 25/0/80/30 RGB 148/ 165/69 HEX #94A545
  • Pantone Cool Gray 2 C CMYK 0/0/0/ I 0 RGB 230/231/232 HEX #E6E7E8
  • Pantone Cool Gray 9 C CMYK 0/0/0/50 RGB 147/149/152 HEX #939598
  • The Feed the Future logo should appear in the upper-left area of the home page of a website.The Feed the Future logo may be used on subsequent pages to ensure visibility if space allows. Color, size and clear-space specifications should be followed at all times.The lower left­most placement is preferred for the USAID logo. Partner logos may be placed to the right of the USAID logo in accordance with the USAID Graphic Standards Manual (www.usaid.gov/branding/gsm).The Feed the Future logo at the top must be of at least equal size and prominence to the USAID and any other logos.All program/project website creation must first be approved by the USAID Website Governance Board.
Promotional Items
  • Plans to produce branded promotional items should be clearly outlined in each project’s branding and marking plan.These products should be used only when required to advance the goals of the project.
  • Any branded promotional items must be approved by the project’s AOR/COR after a clear connection to the project’s objectives is established, in accordance with USAID guidelines.
Press Releases
  • USAID/Washington press releases related to Feed the Future activities are generally not branded separately with the Feed the Future logo as they are distributed through USAID online platforms which include USAID branding. However, all press releases related to Feed the Future should reference that an activity is “funded by USAID as part of Feed the Future, the U.S. Government’s global hunger and food security initiative.” Such press releases must also reference the standard language outlined below, and must link to www.feedthefuture.gov. Both USAID and Feed the Future standard language must be included when such press releases are issued jointly with other organizations.
  • USAID Missions sending press releases should follow the guidance of their Embassy Public Affairs Office regarding the branding and marking of press releases. Interagency partner press releases can be co-branded as shown to the right, with Feed the Future’s logo in the upper left corner, the USAID logo in the lower left, and the interagency partner logo to the right of the USAID logo.
  • Regardless of the design and marking of the release, if it mentions a Feed the Future project, the text of the press release must also mention that the project is “funded by USAID as part of Feed the Future, the U.S. Government’s global hunger and food security initiative.” For online press releases, include a link to www.feedthefuture.gov.
  • USAID’s Bureau for Legislative and Public Affairs recommends that press releases issued by implementing partners be branded using the partner’s graphic identity, not USAID’s or Feed the Future’s.
  • If the press release mentions a Feed the Future project, the text of the press release must also mention that the project is “funded by USAID as part of Feed the Future, the U.S. Government’s global hunger and food security initiative.” For online press releases, include a link to www.feedthefuture.gov.
  • The content of any press release referencing activities funded through USAID should be cleared by the appropriate Mission and/or Bureau(s) prior to release.
  • All press releases (regardless of origin) referencing Feed the Future must include the following standard language at the end: About Feed the Future: Feed the Future is the U.S. Government’s global hunger and food security initiative.With a focus on smallholder farmers, particularly women, Feed the Future supports partner countries in developing their agriculture sectors to spur economic growth and trade that increase incomes and reduce hunger, poverty and undernutrition. For more information, visit www.feedthefuture.gov.
Video Specifications
  • The Feed the Future logo should be used at the opening and at the end of a video production. Color, size, and clear-space specifications should be followed at all times. Font guidelines should also be followed at all times. Several examples of branded video frames are shown below for general guidance.The Feed the Future URL (www.feedthefuture.gov) should be included in the closing frame of any video.
  • Videos used by acquisition mechanisms should follow the same branding guidelines as for other types of communications materials: Place the USAID logo below the Feed the Future logo and to the left of the screen. Logos only need to be included on the introductory and closing frames-not throughout.The Feed the Future URL (www.feedthefuture.gov) should be included in the closing frame of any video.
  • Co-branded videos used by assistance mechanisms should follow co-branding guidelines for other types of communications materials: Place the USAID logo below the Feed the Future logo and to the left of the screen, with implementing partner logos to the right. Logos only need to be included on the introductory and closing frames-not throughout.The Feed the Future URL (www.feedthefuture.gov) should be included in the closing frame of any video.
Disclaimer Language
  • In accordance with USAID Acquisition Regulation (AIDAR), the Mandatory Reference to ADS 302, USAID-funded public communications under acquisition instruments must incorporate the following language: “This (publication, video or other information/media product (specify)) was made possible through support provided by the Office of ________ , Bureau for ________ , U.S.Agency for International Development, under the terms of Contract No. ____________ .The opinions expressed herein are those of the author(s) and do not necessarily reflect the views of the U.S.Agency for International Development.”
  • However, at the discretion of the implementer and the COR, public communications funded through Feed the Future may use this alternate language: “This (publication, video or other information/media product (specify)) was made possible through support provided by Feed the Future through the U.S.Agency for International Development, under the terms of Contract No.__________ . The opinions expressed herein are those of the author(s) and do not necessarily reflect the views of the U.S.Agency for International Development.”
  • In accordance with 2 CFR 700.16(c)(1), USAID-funded public communications must incorporate the following language: “This study/report/audio/visual/other information/media product (specify) is made possible by the generous support of the American people through the United States Agency for International Development (USAID).The contents are the responsibility of [insert recipient name] and do not necessarily reflect the views of USAID or the United States Government.”
  • However, at the discretion of the implementer and the AOR, public communications funded through Feed the Future may use this alternate language: “This study/report/audio/visual/other information/media product (specify) is made possible by the generous support of the American people through the United States Agency for International Development (USAID) under the Feed the Future initiative.The contents are the responsibility of [insert recipient name] and do not necessarily reflect the views of USAID or the United States Government.”

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Wikidata LinkOpen Wikidata
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Freebase Id/m/0zdsndh
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