Rebranding United States Foreign Assistance To Advance American Influence

Record & deadlines

1. Dec 10, 2020Signed

   Signed by the President

2. Dec 15, 2020FR published

   Published in the Federal Register · 85 FR 81333

   Federal Register PDF
3. Jun 8, 2021

   First annual implementation report due to President

4. Apr 9, 2021

   State Department initiates notice-and-comment rulemaking; agencies identify goods with single logo; agencies remove own logos

5. Jan 9, 2021

   President selects single logo

Key directives

• President to select single 'American aid' logo within 30 days
• Secretary of State to initiate notice-and-comment rulemaking within 120 days
• Agencies to identify foreign assistance goods/materials with single logo within 120 days
• Agencies to remove their own logos from foreign assistance materials within 120 days
• Single logo prominently displayed on all program materials, goods, packaging, and communications
• Written waiver authority retained at Under Secretary level or above
• Annual implementation reports to President beginning within 180 days

Who is ordered

• Secretary of State · Department of State
• Administrator of USAID · USAID
• Agency Heads · Various

Prior policy

• rescindagency procedures or guidance inconsistent with single logo directive
• amendagency procedures or guidance inconsistent with single logo directive
• amendexisting regulations related to branding and marking of United States foreign assistance

What to expect

Risks & tensions

• Safety/security concerns may arise from conspicuous American branding in hostile environments; waiver process is bureaucratic (requires Under Secretary-level approval)
• Co-marking requirements with other donors may create diplomatic friction
• NGO implementing partners face operational burden to rebrand materials
• Vague phrase 'to the maximum extent practicable' in Sec. 2(c) creates compliance uncertainty
• Rulemaking timeline (120 days to initiate, not complete) means actual binding regulations may lag significantly