10 fam 400
promoting state department programs
10 FAM 401
promoting state department programs
highlighting State Department Programs, Assistance, Outreach, and Activities ABROAD
(CT:PEC-60; 11-20-2018)
(Office of Origin: R/PPR)
10 FAM 411 Appropriate marking of state department programs, assistance, and activities for foreign audiences
(CT:PEC-60; 11-20-2018)
a. The contents of this subchapter are based on ALDAC 12 STATE 28558 from the Deputy Secretary of State for Management and Resources (D-MR).
b. By better informing foreign audiences about Department partnership and sponsorship of programs, our provision of humanitarian, economic, technical, and other types of assistance, and our efforts to address issues of common interest, we can increase the visibility and understanding of Department activities abroad while significantly advancing U.S. foreign policy objectives and the national interest.
c. To promote greater clarity in projecting to foreign audiences the Department of State’s role in overseas programs and activities, the Department has instituted a moratorium on the introduction of new logos and markings designed for use with foreign publics, and has designated mandated uses of the U.S. flag in conjunction with established Department logos for appropriately highlighting and identifying programs and initiatives funded by the Department and carried out by our embassies and implementing partners abroad. Exceptions to this policy are noted in 10 FAM 412.5, and guidance for implementing partners is found in 10 FAM 412.3.
10 FAM 412 ESTABLISHING BASIC STANDARDS TO HIGHLIGHT THE Department of State's role for foreign audiences
(CT:PEC-45; 01-18-2018)
10 FAM 412.1 Moratorium on New Logos
(CT:PEC-45; 01-18-2018)
a. The Department has imposed a moratorium on the development of new logos, seals, and markings (hereinafter collectively referred to as logos) designed for use with foreign publics. Bureaus, offices, and posts must not develop or introduce any new logos for Department of State programs or activities undertaken by U.S. embassies, consulates, or other Department program entities or venues, including programs undertaken with implementing partners. The creation of additional logos contributes to messaging confusion and undermines efforts to identify programs and assistance with the U.S. Government.
b. This moratorium does not apply to Department and overseas mission social media sites and digital media engagement, such as those hosted on Facebook and other non-U.S. Government platforms. However, the Department strongly encourages bureaus, offices, and posts to identify clearly their social media sites. In addition, the Department strongly encourages implementing partners to highlight U.S. Government sponsorship in the information that partners post to their social media and other Web sites.
10 FAM 412.2 Use of the U.S. Flag
(CT:PEC-45; 01-18-2018)
a. Since the Department of State and individual bureaus and offices that comprise it are not widely recognized by foreign audiences, all publicity and promotional materials should underscore the sponsorship by or partnership with the U.S. Government or the U.S. embassy. Existing logos or program materials may continue to be used; however, a standard rectangular U.S. flag must be used in conjunction with such logos.
b. The U.S. flag may replace or be used in conjunction with the Department of State seal, the U.S. embassy seal, or other Department of State program logos. As the most recognizable symbol of the United States of America, a standard rectangular U.S. flag must be incorporated by posts and Department bureaus into new:
(1) Signage and banners at embassy press conferences, cultural and other program events, conferences, receptions, public events, U.S. speaker programs, etc., sponsored by an entity of the Department of State;
(2) Department and post-produced print publications (e.g., English language teaching materials, exchange information);
(3) American Spaces or other physical Department program entities;
(4) Signage and labeling on Department-sponsored foreign assistance activities;
(5) Publicly distributed materials, including fact sheets; and
(6) Other Department of State-supported programs and activities, the focus of which is to engage foreign publics.
c. The Department has posted downloadable high-resolution files of the official U.S. flag at Visibly American.
10 FAM 412.3 Guidance for Implementing Partners
(CT:PEC-45; 01-18-2018)
a. The goal is to ensure that programs and assistance for foreign audiences implemented through grants, cooperative agreements, or contracts suitably recognize U.S. Government support, and to the maximum extent practicable, incorporate the U.S. flag. Hereafter, posts and bureaus awarding such grants, cooperative agreements, and contracts for Department of State programs abroad should, as a general matter, include clauses that require use of the standard, rectangular flag for Department-funded activities.
b. In addition, grants, cooperative agreements, and contracts awarded to implementing partners should contain a clause stipulating that U.S. Government support be acknowledged appropriately in all dealings with program participants, and in press releases, ceremonies, dedications, interviews, publicity, etc.
c. Finally, such instruments should stipulate that all award recipients must coordinate publicity, ceremonial events, dedications, etc., with the sponsoring Department of State or embassy office and public affairs officer.
NOTE: These logo moratorium and flag marking guidelines do not apply to USAID programs, which have their own marking regulations, whether USAID implements these programs with its own funding or with Department of State funding. Nor does this guidance apply to other U.S. Government agencies implementing Department of State-funded programs, although they are strongly encouraged to follow the Department of State's guidance. The guidance does not apply to U.S. Government contributions to international organizations.
10 FAM 412.4 Guidelines for Staging Events and Programs
(CT:PEC-45; 01-18-2018)
a. In addition to using the U.S. flag, U.S. diplomatic missions and Department bureaus and offices should develop comprehensive strategies for promoting Department of State-sponsored programs and activities abroad.
b. Mission officers, including but not limited to public affairs officers, program officers, control officers, and site officers for official Department programs, visitors, or for events in which the Department is a major sponsor, must ensure that the U.S. Government is clearly identified as the host, sponsor, partner, etc.
c. Staging, photo opportunities, program labeling, and the like should be developed with U.S. Government identification in mind. Posts and action officers should:
(1) Review signage and printed material for events or programs in light of the guidelines herein;
(2) Consider the physical backdrop of speaking events, conferences, and outreach activities so the most likely photography angles of the speaker, banners, etc., include the U.S. flag or other identification with the U.S. Government, as appropriate;
(3) Use Web engagement, social media, and other digital engagement to promote Department activities; and
(4) Ensure public remarks, talking points, press releases, interviews, and other promotional materials indicate that the events or programs are U.S. Government-sponsored or funded, when applicable and appropriate.
d. Department of State employees should adopt multi-faceted approaches to highlighting U.S. Government assistance, public diplomacy programming, and other activities supported by or through the Department's overseas diplomatic missions, activities, and partnerships. The approach should incorporate:
(1) Appropriate use of the U.S. flag;
(2) Press and promotional materials that clearly identify the U.S. Government sponsorship or role; and
(3) Talking points in speeches, interviews, digital media, and for engagement with participants, audiences, grantees, partners, or media that clearly underscore the U.S. Government support.
10 FAM 412.5 Policy Exceptions
(CT:PEC-45; 01-18-2018)
a. Recognizing the need for and intense public interest in exceptions from marking requirements, this marking policy, consistent with existing marking policies and practices, ensures the means for the Department to provide exceptions, including means by which a recipient organization may request exceptions.
b. While the goal is to implement this policy in a comprehensive fashion, there are situations which warrant that exceptions be made. Posts, bureaus, and offices should make clear to partners that the Department provides for exceptions. Legitimate reasons that the Department may decide not to mark our programs may include, but are not limited to:
(1) Reasons of safety and security for Department employees, implementing partners, and/or program participants and beneficiaries;
(2) Programs or projects in which the U.S. Government is one of any number of co-sponsors or participants, or where highlighting the United States would be disproportionate to the U.S. contribution (in which case Department or mission officials should seek other ways to recognize U.S. Government support); and
(3) Where identifying U.S. Government support, or where use of the U.S. flag, would raise suspicion of U.S. motives and alienate partners, participants, or beneficiaries, or otherwise undermine the goals of the program.
c. Marking is not required if it would:
(1) Compromise the independence or neutrality of a program or materials, such as election monitoring or ballots or political party work;
(2) Diminish the credibility of reports, analyses, etc. whose data or findings must be seen as independent;
(3) Undercut cooperating country government “ownership” of laws, policies, studies, or other communications;
(4) Impair the functionality of an item, such as sterilized equipment or spare parts;
(5) Incur substantial costs or be impractical, such as items too small or otherwise unsuited for individual marking;
(6) Offend local cultural or social norms, or be considered inappropriate on certain items; or
(7) Conflict with international law.
10 FAM 413 Policy Implementation
(CT:PEC-45; 01-18-2018)
a. It is the responsibility of the bureau Assistant Secretary or coordinator responsible for the implementation of a specific program, or the chief of mission for programs funded at post, to take steps to implement this guidance and to determine whether an exception should be applied. Where there are legitimate reasons for exceptions to be made, such exceptional circumstances should be documented by the responsible bureau or post, such that progress toward implementation of this guidance can be evaluated by the Department.
b. Chiefs of mission have broad authority to implement and enforce policies that appropriately clarify and acknowledge the contributions of the U.S. Government abroad and its identity among foreign publics.
c. Grants and contracting officers will review compliance of the marking requirements with grantees, partners, and contractors, respectively.
10 fam 414 resources
(CT:PEC-45; 01-18-2018)
a. The Office of the Under Secretary for Public Diplomacy and Public Affairs has developed a resource site for posts, offices, and bureaus (Visibly American) that contains detailed information and guidance on the use of logos, high-resolution images of the U.S. flag, frequently asked questions, and a list of specific limited exceptions to these guidelines.
b. Recipients and applicant organizations should contact their sponsoring Department of State bureau, office, or overseas mission (grants officer, grants officer representative, contracts officer, contracts officer representative, etc.) for specific information related to Federal assistance or contracts. For general questions about the Department marking policy and overall branding strategy, please contact VisiblyAmerican@state.gov.
10 FAM 415 through 10 FAM 419 Unassigned