As a partner, there are many times when you might need to describe, reference or visually represent the Global Fund in your work. The purpose of this guidance is to help you do this effectively and accurately.
Following this guidance helps build recognition and awareness of the Global Fund in a positive and appropriate way, which helps us better achieve our collective goals.
It also helps prevent any misrepresentation, misunderstandings or damaging associations – which is vital to maintaining the Global Fund's reputation and integrity.
1. Why Brand Is Important
“A brand is a promise. A good brand is a promise kept.”
Muhtar Kent, Former Co-Chair of the Global Business Coalition on HIV/AIDS, TB and Malaria
Why brand matters to the Global Fund
The Global Fund unites the world to defeat HIV, TB and malaria and ensure a healthier, safer, more equitable future for all.
The Global Fund's brand identity is a reflection of this mission. It represents how we are perceived, recognized and understood.
Our brand helps connect people to us. Strong connections make our collective work more effective – which helps save lives.
How partners can play their part to maintain the Global Fund's brand integrity
Maintaining the Global Fund's brand integrity requires commitment from all who touch it.
We recognize and value the vital role partners play in helping to increase visibility and awareness of the Global Fund.
Respecting these guidelines ensures the Global Fund is conveyed with a clear and consistent identity, which means more people will recognize and appreciate who we are and what our partnership stands for.
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2. Describing the Global Fund
“Brand identity fuels recognition, amplifies differentiation and makes big ideas
and meaning accessible. Brands are messengers of trust.”
Alina Wheeler, Author and Industry Leader
The Global Fund's purpose
A short, ambitious and impactful statement that explains why the Global Fund exists.
The Global Fund is a worldwide partnership to defeat HIV, TB and malaria and ensure a healthier, safer, more equitable future for all.
Describing the Global Fund / Boilerplate
An adaptable description that outlines the Global Fund's role and impact.
The Global Fund is a worldwide partnership to defeat HIV, TB and malaria and ensure a healthier, safer, more equitable future for all.
We raise and invest more than US$5 billion a year to fight the deadliest infectious diseases, challenge the injustice that fuels them, and strengthen health systems and pandemic preparedness in more than 100 of the hardest hit countries.
We unite world leaders, communities, civil society, health workers and the private sector to find solutions that have the most impact, and we take them to scale worldwide.
Since 2002, the Global Fund partnership has saved 65 million lives.
Referring to the Global Fund correctly
The way you refer to the Global Fund may differ slightly depending on the context. Please refer to the guidance below on how to refer to the Global Fund correctly in your communications.
CDescription:
Reference:
When to use it:
Full legal name:
The Global Fund to Fight AIDS, Tuberculosis and Malaria
✖ The Global Fund to Fight HIV, Tuberculosis and Malaria
✖ The Global Fund to Fight HIV, TB and Malaria
✖ GFATM
On first reference, in formal documents or where it adds value and feels appropriate.
E.g. if you are communicating with an audience who are hearing about the Global Fund for the first time.
Short name:
The Global Fund
✖ The Fund
✖ TGF
✖ The GF
For use in regular and everyday communications, and on second reference when the full legal name has already appeared first.
Mid-sentence:
"...the Global Fund..."
✖ "...The Global Fund..."
✖ "...the Fund..."
✖ "...TGF..."
✖ "...The GF..."
Lowercase "the" when the Global Fund appears in the middle of a sentence.
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3. The Global Fund Logo
“Consistently presented brands are 3.5x more likely to enjoy excellent
brand visibility than those with an inconsistent brand presentation.”
Demand Metric
Logo formats
The Global Fund logo comes in two formats, both of which comprise two fixed elements: the trefoil + wordmark.
1. Stacked
Our primary logo format is to be used in most instances. Skip to download.
2. Horizontal
Our secondary logo format is reserved for particular situations where height limitations are an issue.
Monotone versions
When placing the Global Fund logo against colored or dark backgrounds, the monotone logo should be used instead of color to ensure clarity/high contrast.
Alternative languages
The Global Fund logo is also available in Arabic, Chinese, French, German, Italian, Portugese, Russian and Spanish.
In most instances, the logo language should match the language of the materials it's being applied to. However, there are exceptions. On Japanese materials, the English logo should be used. On Italian materials, the logo language is selected on a case-by-case basis.
If the logo does not exist in the language of your materials, the English logo should be used. Creating additional language logos is strictly prohibited.
Clear space guidance
Allowing clear space around the logo is vital to retain clarity and brand integrity.
This clear space is determined by the "G" in our logo and responds to the scaling up and down in size.
This guidance specifies the minimum clear space allowed. However, it’s always preferable to give the logo as much room as possible.
Minimum sizes
Guidance on logo sizing is there to ensure we maintain legibility at all times. These minimum sizes depend on whether we’re using the logo for screen or for print. Both of which have slightly varied requirements.
Using the correct logo
The Global Fund logo is a trusted symbol of our organization. It is integral to our visual identity and recognition.
Important message for partners: Please ensure you only use the correct, up-to-date Global Fund logo, as seen throughout this guidance and available to download.
Unfortunately, many partners are still using outdated versions of the logo. This is a reputational risk and must be corrected in all instances. Please take a moment to check that the logo you're using is up-to-date!
Logo accuracy and integrity
The Global Fund's logo must not be misrepresented in any way. Care must be taken to ensure accuracy and integrity are maintained.
✖ Don’t squash the logo
✖ Don’t use any other color
✖ Don’t use a gradient
✖ Don’t use only the wordmark
✖ Don’t outline
✖ Don’t separate the trefoil from the wordmark
✖ Don’t use other brand colors for the logo
✖ Don’t use white on yellow
✖ Don’t use a drop shadow
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4. Co-Branding
“If you want to go fast, go alone. If you want to go far, go together.”
African proverb
Co-branding
As a partnership, we respect the contributions of the many fantastic organizations we work closely with. One way of sharing credit is through co-branding, and our approach to this varies depending on the type of activity undertaken.
Our co-branding guidance covers three areas:
2. When we’re an equal partner
3. When we’re in a group of partners
Co-branding
1. When the Global Fund is the lead partner
When the Global Fund is considered the lead partner, our logo should not be locked-up with the other partners. Instead, we apply a decoupled relationship that indicates the communications materials are "from" us and "supported by" our other partner(s).
The partner logo is proportionally smaller. This is to illustrate partnership hierarchy and not about trying to take up more real estate.
Examples of logo positioning when the Global Fund is the lead partner:
Co-branding
2. When the Global Fund is an equal partner
When no "lead" versus "supporter" hierarchy exists, we apply a lock-up to indicate an equal status. Both logos should be optically balanced. When we facilitate the work, our logo generally appears first.
Although partner logos vary, we use simple guidance around our own logo proportions as a reference. This enables logos of odd sizes to scale without disrupting the equal balance.
Examples of logo positioning when the Global Fund is an equal partner:
Co-branding
3. When the Global Fund is among a group of partners
In situations where the Global Fund is one partner among many, our logo should be proportional to the other logos.
If we are producing the materials, our logo generally appears first. When another organization leads the production, our logo can appear wherever appropriate. Guidance on minimum sizing should be followed.
Examples of logo positioning when the Global Fund is among a group of partners:
Selecting the right logo color variation
Different versions of the Global Fund logo should be used carefully to ensure legibility.
The color version should be used on clear white backgrounds where there is no other brand expression or presence.
Black or white versions of the logo should be used on light or dark backgrounds accordingly to ensure high contrast.
As a partner, visual references to the Global Fund in your materials are usually limited to the logo only. But on rare occasions, there may be a reason to incorporate the Global Fund brand colors. Our color codes are below – but it's always best to check with us before using them to ensure it's appropriate.
Red
Blue
Yellow
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5. Quick Do's and Don'ts
Do
✔ Help protect and reinforce the Global Fund brand by respecting and referring to this guidance.
✔ Remember that representing the Global Fund brand accurately, clearly and consistently benefits our entire partnership and drives our collective mission forward.
✔ Ensure you are using the latest and correct logo (you can download it from this platform).
✔ Ensure you have a Trademark License Agreement in place before using our logo.
✔ Seek approval each time you wish to use the Global Fund logo.
✔ Be aware we cannot share or amplify any materials or social media products that feature our old logo.
✔ Ask questions if you're not sure what to do! We are here to help. Speak to your Global Fund Focal Point or email marketing@theglobalfund.org
Don't
✖ Do not use an acronym or nickname to describe the Global Fund, including “the Fund” or “GFATM.”
✖ Do not try and replicate the Global Fund brand in your own communications.
✖ Do not use the Global Fund logo without seeking prior approval.
✖ Do not use the old Global Fund logo.
✖ Do not translate the Global Fund brand name or logo yourself, as mistakes can easily be made. Please refer to the official list of translations and get in touch if you have any questions.
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6. Brand Policy
Increasing visibility, awareness and recognition of the Global Fund is integral to achieving our collective goals. However, there are some contexts in which it is not appropriate for our name or logo to appear. It can be challenging to maintain control of our identity and prevent confusing uses, misunderstandings or damaging associations.
This section provides illustrative guidance for partners to help clarify how and where our name and logo can be used.
Partners should consult with the terms and conditions of their trademark license agreement for defining rights and obligations.
The Global Fund trademark
Registered trademark
The Global Fund logo (in all formats), and the names “The Global Fund” and “The Global Fund to Fight AIDS, Tuberculosis and Malaria” are recognized trademarks.
Our trademark is registered in different territories to preserve legal control over how the Global Fund’s name and logo are used. This protection is designed to prevent the alteration or misuse of the Global Fund name and logo, in order to avoid confusion, misunderstandings or damaging associations.
Misrepresentation of the Global Fund can diminish trust and reputation. We ask all our partners to please be respectful of this guidance and alert us to any misuse of the Global Fund’s name and logo.
Trademark License Agreements (TLAs)
What is a TLA?
TLAs are written, legal contracts between two parties, where the licensor – in this case, the Global Fund – gives permission to an external partner organization (the licensee) to use to use their name and logo (the registered trademark).
Prior to any use of the Global Fund name and logo, partners are required to sign a TLA.
There are two types of TLA:
• TLA for implementing partners (For partners implementing grants from the Global Fund).
• TLA for non-implementing partners (For partners involved in raising awareness, funds and support for the Global Fund).
The process for each type of TLA is below.
TLA process for implementing partners
For grantees, Principal Recipients (PRs), Sub-Recipients (SRs) and Country Coordinating Mechanisms (CCMs) who wish to use the Global Fund name and logo.
The TLA processes differ slightly depending on partner type. Please ensure you refer to the guidance relevant to you.
Usage of the Global Fund logo
TLA process for
non-implementing partners
For advocacy groups, private sector organizations, private donors, etc. in co-branding initiatives and in-kind contributors who wish to use the Global Fund name and logo.
Please note:
Some non-implementing partners have a memorandum of understanding (MoU) in place with the Global Fund. In most instances, an MoU does not grant rights to use the Global Fund name and logo. A TLA is generally required in addition to an MoU.
Seeking approvals to use the logo
As mentioned above, prior to any use of the Global Fund logo, partners are required to sign a TLA.
• Once a TLA is in place, we kindly ask that partners send each specific logo usage request through to their FPM or focal point, who should then refer it to the Marketing Team for prior approval.
• The Marketing Team will then grant prior approval to proceed (or explain why the request is denied).
• When granted prior approval, partners will need to submit the logo placement to the Marketing Team for final approval before any materials are published.
Partners are also welcome to seek advice on logo usage directly from the Marketing Team, via marketing@theglobalfund.org. We recommend always keeping your FPM or focal point looped in.
Ownership of materials
When the Global Fund logo appears on any partner communication, guidance on using the logo and co-branding should be followed.
It should also be clear that the Global Fund did not directly produce the materials/is not the owner of the materials.
As instructed within the TLA, where appropriate, partner communications should contain the following disclaimer:
“The views described herein are the views of this institution, and do not represent the views or opinions of the Global Fund to Fight AIDS, Tuberculosis and Malaria (the Global Fund), nor is there any approval or authorization of this material, express or implied, by the Global Fund.”
Key considerations before requesting to use the Global Fund logo
What is the purpose for using the Global Fund logo?
E.g. to raise awareness, increase influence and add credibility, to indicate co-ownership of work, to express support, etc.
When seeking approval to use the Global Fund logo, it’s helpful to consider the following questions first and have this information ready to share.
What is the context/How is the Global Fund involved/What is the Global Fund's role?
E.g. Global Fund staff member speaking at an event, contributor to a report, joint advocacy initiative, etc.
How and where will the logo be used?
E.g. front cover of report, website, social media, posters, event invitation/materials, etc.
Who is likely to see the Global Fund logo?
E.g. government officials, technical partners, civil society organizations, community activists, etc.
Are there any downsides or risks associated with using the Global Fund logo in this context?
E.g. could it wrongly imply ownership or presence from the Global Fund? Could it misrepresent views coming from the Global Fund? Could it detract support or attention away from partners working on the ground?
Situations where the Global Fund logo should generally not be used
In general, implementing partners should avoid using the Global Fund name or logo in the following contexts:
✖ Medical locations or assets that could wrongly imply the Global Fund has presence in-country.
✖ Fundraising activities
E.g. a hospital or mobile clinic.
I.e. Partners who are implementing grants from the Global Fund should not use the Global Fund name or logo for fundraising activities.
Any exceptions to the guidelines require written approval from the Global Fund.
Situations where the Global Fund logo should NEVER be used
Medical supplies
It is important to avoid risking any misinterpretation of the Global Fund producing, owning or providing medical supplies from a liability standpoint. This includes:
✖ Pharmaceutical, consumable or health products.
✖ Products that could be misinterpreted as manufactured by the Global Fund.
✖ Sales, marketing or promotion of products (including packaging) or services.
Stationery and business material
While it’s important for the Global Fund and its partners to remain aligned in our work, it’s just as important to remain distinct as organizations – to avoid confusion and misrepresentation.
Partners should never use the Global Fund name or logo on any collateral that could wrongly imply they are part of the same organization. This includes stationery, letterheads and business cards.
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7. Downloadable Assets
⤓ English Logo
⤓ French Logo
⤓ Spanish Logo
⤓ Arabic Logo
⤓ Chinese Logo
⤓ German Logo
⤓ Italian Logo
⤓ Portuguese Logo
⤓ Russian Logo
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8. Further Information
Brand inquiries
Please contact marketing@theglobalfund.org if you have a branding question (please include your Global Fund focal point in any communication).
Social media
Please contact socialmedia@theglobalfund.org for further information on anything related to the Global Fund’s Facebook, Twitter, Instagram or LinkedIn activity.
Photography
Please contact photos@theglobalfund.org for photography questions or requests.
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