White House officials want a new logo for U.S. aid
Top White House officials are discussing creation of a single new logo to slap on all U.S. overseas assistance, arguing that it’s time for a rebranding effort that will ultimately help promote President Donald Trump’s self-described nationalist ideology.It’s not clear where Trump himself stands on the proposal, contained in a draft executive order and other materials obtained by POLITICO.
“The United States needs to restructure the current approach to represent the generosity of the American people as a whole rather than promoting the public recognition of the work of individual federal agencies,” reads a note attached to the draft executive order. According to the draft executive order, the NSC staff would be in charge of overseeing the creation of the logo. So far, there’s been no formal consultation on the idea between the White House and other U.S. agencies and departments, according to an administration official.
“There are places and contexts where openly branding aid as from the United States causes potential security problems both for the recipients and the aid providers,” said Joel Charny, executive director of the Norwegian Refugee Council USA.
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