USAID’s brand is more than a logo. It reflects the unique values and principles of the Agency to a worldwide audience. And it represents the goodwill of the American people in assisting to those in need. As a long-time partner, USAID charged Ogilvy with auditing it’s disparate brand and developing a cohesive brand system that could span across bureaus, in-country missions, and initiatives, and evolve to serve new mission priorities.

We devised a visual system that takes into account every brand aspect from color to typeface to iconography. The brand reflects USAID’s rich history and tradition by incorporating the official seal, while also providing the tools to extend the brand to new platforms, channels, and audiences. Ogilvy evolved, defined, and standardized the Agency’s overall brand (including creation of a brand guide, video and photography guide, and messaging workshops and manuals). We helped implement and promulgate the brand standards across various offices and team’s campaigns, materials, and content.