It seems like a pretty simple thing. When a humanitarian group hands out bags of food or sets up toilets for people who are poor or recovering from a crisis, the group puts its logo on the product.
It's a way of taking credit, which makes donors happy. It's a way of letting the recipients know where to complain if there's a problem. And if you're sitting at home and catch the logo on a TV report, you might be inspired to contribute to that particular charity.
But now, some people are questioning the branding of aid goods.
The first concern: How do the logos make aid recipients feel?
Logos have become such a powerful tool that there have been incidents of ISIS stealing U.N. food aid, slapping their own logo on the boxes and redistributing it back to people.
Governments — especially those recovering from a humanitarian crisis — are anxious to get credit, too, says W. Gyude Moore, the former Liberian minister of public works. Except there's one problem: They don't often control the purse strings.
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