Branding aid projects and initiatives

For managing contractors, NGOs, multilateral organisations and other partners

Updated May 2016

Branding is a key mechanism for enhancing the visibility of the Australian Government’s international development and aid initiatives. Correct branding maximises recognition of the development role played by the Australian Government and increases the accountability and transparency of Australia’s aid program.

The Australian Aid Identifier must be used on all aid-related products and activities funded by the Australian Government.

Australian Aid Identifier

In November 2013, the Australian Aid Identifier was updated. All partners, including non-government organisations (NGOs), multilateral organisations and managing contractors, should use the updated Australian Aid Identifier to brand all aid and development activities delivered overseas with support from the Australian Government.

Approved versions for use from November 2013

reverse (red with blue background) version of the Aid identifier
colour version of the Aid identifier
black version of the Aid identifier

Various versions of the Australian Aid Identifier are available to download from the DFAT website logos page.

Co-branding

The logo of a partner government, implementing partner, managing contractor, NGO or multilateral organisation may also appear alongside the Australian Aid Identifier, however the Identifier should be in the most prominent place.

An exemption for not applying branding may be granted by the Head of Mission or the Communications Section at DFAT if there is compelling case or an identified security risk.

Australian Government Crest

In some instances, the Australian Government crest may be used as well as the Australian Aid Identifier (for example, where a partner government’s crest is used).

Australian Government horizontal logo
Australian Government stacked logo

Updating existing resources

All new Australian aid-funded projects and initiatives should be branded with the Australian Aid Identifier. Wherever practical, the previous (AusAID) Australian Aid Identifier should be replaced progressively and sensibly.

Formal signage for completed projects, such as foundation stones or commemorative plaques, should not be altered.

Stationery (including business cards)

Managing contractors, NGOs or multilateral organisations and their staff must not use the Australian Government crest or the Australian Aid Identifier on any stationery, including business cards, as this can incorrectly imply that the organisation acts with the authority of the Australian Government or that staff are Australian Government employees.

It is permissible for someone working for a partner organisation to use one of the following statements of acknowledgement if stationery signifies a program or project:

  • For projects where Australia is the only donor: [project or initiative name] is supported by the Australian Government.
  • For projects where Australia is the major funder: [project or initiative name] is supported by the Australian Government, [other donor name] and [other donor name].
  • For projects partly funded by Australia and where another agency, business or government is the major funder: Supported by the Australian Government.

Compliance

Partners must adhere to visibility and acknowledgement clauses in contracts and agreements. It is the responsibility of the Head of Mission at development posts to ensure compliance.

Guidelines and enquiries

For advice and examples of best practice branding, contact the Communications Section (communications@dfat.gov.au).

Last Updated: 16 May 2016