Standards For Use of The UK Aid Logo

Standards for use of the UK aid logo
June 2012
When to use the UK aid logo

We are the Governments Department for International
Development. We use UK aid to help the worlds
poorest people to change their lives and the poorest
countries to grow their way out of poverty.
These standards are for staff in DFID
and its partner governments and
organisations. The UK aid logo is to
help you publicly acknowledge, that
the development programmes you
deliver are funded by UK taxpayers. Its
use is not optional it is a condition
of accepting funding from DFID.
The Union Flag is one of the most
widely recognised symbols in the
world. It is a simple and powerful
way to ensure the UK gets the credit
it deserves for the amazing work
we do work that is changing the
lives of literally hundreds of millions
of the worlds poorest people.
As a programme officer in DFID or

one of its partner organisations,
you are responsible for making sure
the logo is used correctly. It should
appear on all the development
programmes funded by the UK
Government, on our responses to
humanitarian emergencies and when
we communicate with UK audiences.
It should be visible to all who are
touched by the project and, most
particularly, to the media. In deciding
where it appears, consideration should
be given to the dignity and security of
beneficiaries and staff but exemptions
must be agreed by DFID Ministers.
How to get the logo

The digital files for using the logo in
print or online can be found on the
DFID website at:
www.dfid.gov.uk/
corporatecommunications
If you have any questions about use
of the logo, please email:
corporatecommunications@
dfid.gov.uk
June 2012
Elements of the logo

The UK aid logo is made
up of five elements:
Figure 1. UK aid large logo version

The Union Flag
Logo colours
the Union Flag: this is one of

the most recognised images
in the world and clearly
links our work to the UK.
UK: this signifies that the
activity is funded by the United
Kingdom Government
aid: a word that members
of the UK public associate
with our work.
from the British people,
reinforces recognition that UK aid
is funded by taxpaying citizens.
Royal Blue
PANTONE 280 C
C:100 M:72 Y:0 K:19
R:0 G:36 B:125
Hex: #003399
Red
PANTONE 186 C
C:0 M:91 Y:76 K:6
R:207 G:20 B:43
Hex: #CC0000
It has specific colours which

are the officially recognised
colours of the Union Flag.
If you are using red and blue
elsewhere in your design, match
them to those of the logo. This
supersedes previous guidance
on DFIDs corporate colours.
White
PANTONE Safe
C:0 M:0 Y:0 K:0
R:255 G:255 B:255
Hex: #FFFFFF
UK type
aid type
from the British people strapline
June 2012
Exclusion zone
A minimum area of clear space
should always be kept around
the logo to ensure it stands out
clearly. This is the exclusion zone,
and its depth is determined by
the width of the letter U.
Figure 2. UK aid exclusion zone
Exclusion zone
Nothing, including the edge

of a page, should be within
the exclusion zone.
See Figure 2 opposite for details.
Minimum size
The minimum width the logo
should appear is 17mm (measured
on the width of the flag).
See Figure 3 below.
Figure 3. UK aid minimum size

17mm
The width of
U from
UK aid
text equals
exclusion
zone depth
June 2012
Versions of the logo

Download the logo files
from www.dfid.gov.uk/
corporatecommunications
Figure 3. Colour UK aid logo
Figure 4. Black UK aid logo
Figure 5. White UK aid logo
Colour
The red, white and blue colours reflect
the Union Flag and are integral to the logos
design. Therefore, you should use the colour
logo where possible. The colour logo should
be used against a white background.
Black
The black logo format should only be used
when colour production is not possible.
White
If your communication uses a background
colour that clashes with the logo, for
example, because it is too dark, you
may reverse the logo out in white
(see Figure 5).
All UK aid logo formats are available
for both print and online use.
Logo file format best for you
For designers: how to recognise the different colour logo files
The logo files are available in two

different file formats, JPEG and AI.
So you can tell the colour of the different .AI files, each file
name ends with one of the following prefixes:
JPEG files can be used in most

programmes, including Microsoft office,
and on the web.
1S (spot or Pantone - for single colour

printing (blue) for stationery)
WT (White - for use on solid

colour backgrounds)
4C (CMYK or 4 colour - for

normal colour printing)
BK (black - for use on black &

white documents only)
AI files are high resolution designer

files. For professional print and design
you should always use these files.
June 2012
UK aid logo what not to do

Alterations to the UK aid logo are
not permitted. It is important for
consistency and recognition that the
UK aid logo versions and formats
provided are used at all times.
Do not alter the any of the elements size
Do not change the font or

alter any of the text
Do not remove or create your own straplines
The UK aid logo should be used

against a white background.
in Africa
Do not stretch the logo out of shape
Do not recolour any of the logo
General dos and donts

Do not change the logo in any way.
Always work from the original files
downloaded from the DFID website and
do not distort them in any way.
If you use a sign painter, do not accept
work unless it is faithful to the original.
June 2012
Do not use the text without the flag
Where to use the logo

DFID and its partners do not use taxpayers money to pay for communication materials that do not directly support
programme outcomes.
Branded goods, such as pens, mugs and bags should not be produced. The logo should only be applied to items that are
needed for the programme. For example, if staff uniforms are considered necessary to improve project outcomes, it is an
opportunity to display the logo on a patch. However, a mug or pen displaying the UK aid logo should not be produced.
For DFID staff
For DFIDs humanitarian aid
Use:
Use the UK aid logo:
both the DFID and UK aid logos

on our own presence, such
as office signage, stationery,
business cards and press releases
only the UK aid logo on our
communications materials
or development activity
only the UK aid logo to
demonstrate our support
or funding for partners
No new logos should be developed

by anyone in DFID before discussion
with Communications Division and
approval from the Secretary of State.
If your partners have any questions
about application of the logo
that you cannot answer, email
corporatecommunications@
dfid.gov.uk
99 on visuals during
announcements, high profile
events and press releases
When we decide not to brand a

humanitarian response overseas,
we should still use the logo:
99 on uniforms of staff
involved in the response
99 on visuals during announcements,

high profile events and press
releases surrounding this activity
99 on emergency aid supplies

in transit and on vehicles
99 at emergency aid distribution
points. For example,
staff clothing, banners at
distribution points, and,
where feasible, on packaging
of items being distributed
June 2012
99 during media or ministerial visits

99 on materials and activity
before the team or supplies
arrive into the affected area
Where to use the logo

For development programmes
Use the UK aid logo (never
the DFID logo):
99 on programme deliverables:
assets we have funded such as
buildings, schools, clinics or roads
and on the packaging of smaller
items for distribution such as
malaria nets and medical supplies
99 during a humanitarian crisis:
shipments and supplies of goods,
on signs at distribution points
99 on programme communications:
educational materials,
publications, posters,
presentations, websites,
banners, staff clothing
99 on media activity: joint press

releases, backgrounds for
interviews or media events
To clarify the funding relationship, you

may use one of the following prefixes
to the left of or above the logo:
99 on corporate materials:
supporters sections of websites,
annual reports, other materials
where funders are recognised
Funded by
Supported by
Delivering
Funded by
Partner organisations should

not use the UK aid logo on:
88 their own presence: field offices,
stationery, business cards,
contracts, office equipment,
vehicles and staff clothing
(unless by prior agreement for
project-specific materials)
June 2012
When the UK aid logo is used on a

publication on its own it should be in
the top right corner. When using it
alongside other logos, our preference
is for it to be in the top right and
and all the logos should be of equal
weight and prominence. The flag
should not appear lower than that of
other countries.
The UK Government, rather than
DFID should be credited as the
source of funding within the text of a
document. For example, Funded by
the UK Government.
If necessary, use the following
disclaimer: This material has been
funded by UK aid from the UK
Government, however the views
expressed do not necessarily reflect
the UK Governments official policies.
Exceptions
Our default position is to work with partners to use the UK aid logo to highlight our work.
An exception can be agreed with Ministers if:
88 it poses a security risk to staff,
agents or beneficiaries, for
example, in a country where
operations are being carried
out by British troops.
88 it obstructs, detracts from or
slows down humanitarian
operations. For example,
we would not hold up
humanitarian aid supplies for
the sake of branding them.
88 use of branding could be
undignified for the recipients
of our support. For example,
on sensitive health supplies.
88 we centrally fund a multilateral

organisation or when we are one
of many international donors
for a specific programme.
99 (However, where we are funding
a multilateral organisation for a
specific project our preference
is to use the UK aid logo)
88 visibility of funding towards
a specific programme or
organisation could undermine the
independence or credibility of the
programme or organisation. For
example, programmes supporting
civil society organisations
lobbying the local government
to increase transparency.
June 2012
Communications and use of

the logo should be discussed
and agreed between DFID
and its partners as part of
the initial project proposal
for a new programme.
DFID Heads of Office will
agree the level of branding
that is safe and feasible for
each project we fund.
Any exceptions on use of UK
aid logo must be reviewed
by the Head of Office and
agreed by Ministers.

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Standards for use of the UK aid logo

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As a programme officer in DFID or

How to get the logo