Rebranding United States Foreign Assistance To Advance American Influence

The order directs the Secretary of State, in coordination with the USAID Administrator and other agency heads, to initiate notice-and-comment rulemaking within 120 days to formally brand all U.S. foreign assistance provided under the Foreign Assistance Act or any other law as "American aid," using a single logo the President selects within 30 days of signing. Agencies not already subject to existing branding regulations must begin using the single logo on all foreign assistance goods, materials, packaging, and communications within 120 days, and must amend or rescind any internal guidance that conflicts. Agency logos may not appear on foreign assistance goods and packaging when the single logo is used, unless required by law.

The order includes a waiver mechanism: the Secretary of State can authorize exceptions — no lower than the Under Secretary level — when using the logo would raise safety, security, or political concerns, or undermine U.S. objectives. The order does not require rebranding of already-completed projects or products overseas, and it does not apply to purely administrative contractor materials unrelated to specific projects.

Federal agencies that administer foreign assistance programs, including the State Department and USAID; non-governmental organizations and implementing partners that receive or disburse U.S. foreign assistance funds; and foreign governments and populations that receive U.S. aid and will see the new branding.

Organizations and contractors distributing U.S. foreign aid globally will need to revise packaging, materials, and communications to display the new logo. Agencies must update internal guidance and await finalized rulemaking. Recipients abroad will see explicit "American aid" labeling on goods and programs funded by U.S. taxpayers.

The order runs in two tracks. An interim compliance track requires agencies — within 120 days — to adopt the single logo and drop conflicting agency branding, even before final rules exist. A regulatory track runs in parallel: the State Department initiates formal notice-and-comment rulemaking within the same 120-day window, and agencies must implement the final rules as soon as they are published. A waiver process requires written approval at no lower than the Under Secretary level. Progress is reported to the President through the National Security Advisor within 180 days and annually after that.