Rebranding United States Foreign Assistance To Advance American Influence
Executive Order 13964, titled “Rebranding United States Foreign Assistance To Advance American Influence,” directs the United States government to identifiably brand all foreign assistance as American aid. The core idea is to prominently display a single, official logo and branding on U.S. foreign assistance materials, goods, packaging, and communications to increase awareness among recipients that American taxpayers fund the aid and to reinforce U.S. influence and leadership abroad. The order establishes deadlines to create and implement standard branding rules, between 30 and 120 days after the order, and requires regular reporting on implementation. Key features include a mandated “single logo” for most foreign assistance, rules about where branding must appear (with certain exceptions), a waivable provision for cases involving security or political concerns, and a formal reporting requirement to the President. The order also clarifies that it does not strip existing authorities or create new legal rights. Overall, it seeks to tie branding of aid directly to U.S. policy objectives and public messaging.
Key Points
- 1Purpose and policy: All U.S. foreign assistance should be identified as American aid to foster goodwill, support U.S. foreign policy goals, and maintain American influence.
- 2Branding regulations: Within 120 days, establish federal rules to brand and mark foreign assistance as “American aid,” with a single logo prominently displayed on materials, communications, and packaging.
- 3Logo and scope: A “single logo” must be used on most aid goods, materials, and packaging, including NGO and partner-delivered items where feasible; joint funding provides for potential co-branding.
- 4Waivers: In cases of compelling political, safety, or security concerns, the single-logo requirement can be waived in writing; the Secretary of State (with coordination) sets waiver authority, with potential delegation limited by certain levels and conditions.
- 5Reporting: The Secretary, with the Administrator of USAID and other agencies, must report on implementation within 180 days and annually thereafter.
- 6Implementation guardrails: The order preserves existing legal authorities and budget processes; it is not intended to create enforceable rights and must be implemented consistent with law and appropriations.