Follow the leader or go your own way: The use of logos and branding in AmeriCorps and similar federally funded service grant programs as a pre-cursor to sustainable branding

Marshal Chaifetz and Nicholas Pace Smith

Journal of Global Scholars of Marketing Science, 2020, vol. 30, issue 4, 358-366

Abstract: We compare three federally funded grant programs: AmeriCorps, Head Start and TRIO. AmeriCorps, part of the Corporation for National and Community Service (CNCS), consists of three programs, the AmeriCorps National Civilian Corps, AmeriCorps State and National and AmeriCorps Vista (AmeriCorps Programs, 2018). Head Start, funded through the United States Department of Health and Human Services, provides direct educational and social services to children under the age of 5 from low-income families (Office of Head Start, 2018). TRIO, which consist of seven different programs1, is funded through the United States Department of Education (USDE) and provides educational outreach services to students from disadvantaged backgrounds (Federal TRIO Programs, 2019).This analysis seeks to gain a better understanding of how the AmeriCorps, Head Start and TRIO programs use logos and branding on their websites by asking the following questions:• How are logos used by AmeriCorps, Head Start, and TRIO program grantees?• What are the requirements and guidelines for use of logos in each program?• What happens when there is a lack of clear guidance for logo usage, or no official logo at all?

Date: 2020
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DOI: 10.1080/21639159.2020.1766370

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