Devex: Experts caution Trump against hasty foreign aid rebrand
“President Donald Trump’s plan to rebrand U.S. foreign aid with a single logo that ’embodies the values and generosity of the American people’ could put at risk six decades of global brand equity built up by the U.S. Agency for International Development, experts warn. On Dec. 10, Trump issued an executive order on ‘rebranding United States foreign assistance to advance American influence.’ It states that within 30 days the president will select a new logo that will replace the wide array of agency-specific logos currently attached to various U.S. aid shipments and communications. While some experts agree that the proliferation of different logos is a problem worth solving, they cautioned that a hastily implemented effort in the waning days of the administration would likely do more harm than good…” (Igoe, 12/18).