Visibility in external relations: the EU as a brand

The EU is not shy of highlighting that it is the largest donor of overseas aid assistance in the world, when the contribution of the member states is taken into account. But despite accounting for around 55% of global assistance, the EU has not traditionally gained the recognition for its efforts that other donors, such as the US, have enjoyed.

Since 1999, the European Commission, on behalf of the European Union, has bolstered its efforts to improve the degree of visibility it receives for its financial and technical assistance worldwide. In 2001 the Commission revamped what was renamed the EuropeAid Co-operation Office, a specialist Commission department administering and delivering development aid and technical assistance. The Commission has also developed guidelines on visibility for external relations co-operation. The guidelines run to 34 pages and set out how partner organisations ranging from non-governmental organisations to foreign governments should give maximum publicity to the EU being a source of funding and expertise for a co-operation project. The guidelines say that "projects that are wholly or partially funded by the EU" should "visibly acknowledge the Union’s support". They cover the written and visual identity of the EU and are to be used in briefings, newsletters, press conferences, presentations, invitations, signs, commemorative plaques and all other items used to highlight EU participation.

The use of these guidelines is compulsory for all contractors and implementing partners under contract. The guidelines cover issues such as the use of the EU flag with its 12 yellow stars on a blue background on brochures, vehicles, signs and displays. At the same time, the guidelines also emphasise co-operation so that information brochures, for example, should also feature the partner organisation or government’s logo.

Contractors or other partner organisations are also required to contact the press and information offices at the EU delegation in the host country which will have access to promotional and publicity material such as flags and stickers.

The guidelines may seem a little intrusive and inflexible. But with a budget for overseas assistance of nearly €50 billion a year, the EU is trying to ensure that beneficiaries know that it is EU taxpayers who are funding projects and programmes around the world.

The EU is not shy of highlighting that it is the largest donor of overseas aid assistance in the world, when the contribution of the member states is taken into account. But despite accounting for around 55% of global assistance, the EU has not traditionally gained the recognition for its efforts that other donors, such as the US, have enjoyed.