Introduction
10 The WHO name, emblem, logo and flag are all identifiers of the Organization. Their use implies endorsement by WHO of the entity or product to which they are attached. Consequently, their use by outside bodies such as WHO collaborating centres (WHO CCs) must be considered with care, and may only take place under strict conditions.
20 Staff are referred to other administrative issuances and WHO eManual provisions which set out the general principles, terms and conditions for the use of the WHO name, emblem, logo and flag.
General principles
30 The general principle is that all uses of the WHO name, emblem, logo and flag require the Director-General's prior authorization. This authorization will be granted on a case-by-case basis and will be limited to the purpose for which such authorization has been requested.
40 A WHO CC must obtain authorization to use WHO's name, emblem, logo and/or flag on a case-by-case basis. Any such authorization will only be given for use in relation to an activity included in the agreed workplan (as opposed to other activities that the institution may conduct) and will come to an end upon completion of the said activity or the expiration of the period of designation of the WHO CC, whichever occurs first.
50 Any authorization to use the WHO name, emblem, logo and/or flag shall only be granted for the purpose of benefitting the implementation of the agreed workplan with WHO, and not for self-promotional purposes.
60 The only exception to case-by-case authorization relates to use of the WHO name and emblem on the letterhead of a WHO CC. Once authorization is obtained, such letterhead may be used during the designation period on correspondence related to those activities of the institution in its capacity as a WHO CC (i.e. those activities included in the workplan).
70 Where authorized, the use of the WHO name, emblem and logo is subject to conditions specified by the Organization with regard to its visual appearance and its relationship to the names, emblems and logos of other entities. Use of the WHO name, emblem and logo may also be subject to additional conditions depending on the nature of the product concerned or the medium in which it is displayed.
80 The use of the WHO name, emblem and/or logo is never permitted to be used, for example:
- on business or visiting cards of the staff members of a WHO CC; or
- on certificates of attendance, diplomas or similar awards to participants in training or other courses organized as part of a WHO CC's workplan.
These examples are not exhaustive.
Visual identity guidelines
90 Normally, WHO CCs are not allowed to use the WHO logo. Instead, they may be authorized to use the WHO emblem and title of their designation as a WHO CC following the visual identity guidelines stated below:
- The WHO emblem and/or name must never be used in isolation. Instead, the exact title of the WHO CC (hereafter referred to as the "title"), as indicated in the official letter of designation and registered in the WHO CC global database (e.g. "WHO Collaborating Centre for Occupational Health") must be used, rather than the WHO name alone. If the WHO emblem is also to be used, it may only be placed directly next to the title;
- The title (and emblem) must be discreetly used (and both have a similar size), and placed immediately underneath the name of the (relevant part of the) designated institution, which should have a more prominent position;
- The characters of the title must be smaller than the characters of the name of the designated institution (or relevant part thereof), e.g. "WHO Collaborating Centre for Occupational Health" must be typed in smaller characters than "School of Occupational Health, ABC University";
- All words in the title must be of the same font size, e.g. "WHO" may not be larger than "Collaborating Centre for Occupational Health";
- If, in addition to the title, the WHO emblem is to be used, the logo of the designated institution must also be used, and the former should be of smaller size than the latter. See examples by clicking here: Examples of use of the WHO emblem;
- If the language used by the WHO CC is not one of the official languages of the World Health Organization (Arabic, Chinese, English, French, Russian and Spanish), then the WHO CC must also use one of the official languages.
Letterhead
100 Authorization may be given upon request for a WHO CC to use the WHO name and emblem on its letterhead. Such use must be in accordance with the visual identity guidelines.
Information and communication products in print or electronic format (publications, presentations, brochures, etc)
110 There are two situations:
- the information product produced by the WHO CC as part of the agreed workplan is published under the institution's own name; or
- the information product produced by the WHO CC as part of the agreed workplan is published as a WHO work product.
120 If the information product produced by the WHO CC as part of the agreed workplan is published under the institution's own name, and the WHO CC wishes to refer to its designation as a WHO CC and/or use the WHO emblem, authorization must be obtained. In particular, it must be ensured that:
- the information product is actually part of the agreed workplan of the WHO CC; and
- the information contained in the information product is of the highest technical standing and compatible with WHO policies.
130 Any authorization granted shall be on the condition that the following disclaimer is used:
- "This "publication/brochure/booklet" is published by "institution name" which is a WHO CC, and it is not a publication of WHO. The "institution" or "authors" are responsible for the views expressed in this "publication", and they do not necessarily represent the decisions or policies of the World Health Organization."
140 If an information product is developed by the WHO CC as a WHO product as part of the agreed workplan, then it must comply with the relevant policies outlined in Parts VIII and V.2, respectively. Use of the WHO logo on WHO information products is subject to authorization through the executive clearance process.
Use of the WHO name and emblem on a dedicated web page
150 Authorization may be given upon request for a WHO CC to use its official title of the designation and the WHO emblem on a dedicated WHO CC web page. In addition to the visual identity guidelines, such use would be subject to the following conditions:
- the WHO emblem may not be used on the main web page of the designated institution (or part thereof). Instead, a discreet reference to the designation of the institution as a WHO CC may be included in the web page of the institution, and that reference could be linked to a separate page fully dedicated to the activities of the institution as a WHO CC;
- the proposed web page must be in accordance with the terms of reference and workplan of the WHO CC, i.e. it only refers to the activities of the institution in its capacity as a WHO CC as described in the terms of reference and workplan;
- the content of the proposed web page must be acceptable to WHO from a technical and scientific point of view;
- if any financial support from the private sector is to be received for the development of the web page, this must be consistent with the rules on interaction of WHO CCs with the commercial private sector including in respect of the manner in which contributors are acknowledged.
See examples by clicking here: Examples of use of the WHO emblem and name in a web site.
Plaques
160 WHO does not normally authorize the use of plaques bearing its name and emblem by WHO CCs. When, in exceptional cases, the placement of a plaque is deemed to be beneficial for the implementation of the agreed workplan, then authorization is subject to the general principles and visual identity guidelines stated above, and the additional conditions stated below:
- the plaque must be placed at the entrance of the relevant rooms dedicated to the work of the designated institution as a WHO CC (and not on the main building); and
- the plaque must be removed upon expiry of the designation as a WHO CC.
Use of flag
170 Authorization must be obtained for use of the WHO flag by a WHO CC. Such authorization is time-limited and is granted in relation to specific occasions (e.g. World Health Day).
180 Where authorized, the display of the WHO flag is subject to the WHO Flag Code and Regulations.
190 At the end of the specific occasion for which authorization has been granted, the flag must immediately be returned to the Organization.
Procedure for authorization of use of WHO name, emblem and logo
200 Requests for authorization of the use of WHO's name, emblem and/or logo in relation to the activities of a WHO CC must be submitted by the WHO CC to the responsible officer. The WHO CC must provide the responsible officer with background to the request, including justifications for the proposed use, together with a mock-up of the proposed use which complies with the visual identity guidelines set out above, together with any additional conditions that may be established due to the nature of the proposed use.
210 Authorization of the use of the WHO name, emblem and/or logo by a WHO CC shall be given at headquarters by the concerned director through the responsible officer, and in the regions by the regional director or the officer designated by the regional director. The visual identity guidelines and any additional conditions must have been met in order for such authorization to be granted.
220 When informing the WHO CC that the authorization has been granted, the responsible officer should remind the WHO CC of the relevant conditions for use of the WHO name, emblem and/or logo.
230 The responsible officer should archive a record with Records and Archives (RAS) at headquarters of all documentation relating to requests for authorization for the use of the WHO name, emblem and/or logo by a WHO CC, including the approved mock-up submitted by the WHO CC, for future reference. To do this, a single email attaching all relevant communications and emails, and indicating the reference number of the concerned centre (e.g. USA-200), should be sent to records@who.int
Procedure for authorization of use of WHO flag
240 Requests for authorization of the use of the WHO flag must be made by the WHO CC to the responsible officer. The WHO CC must provide the responsible officer with background to the request, including justifications for the proposed use. Such requests are subject to approval by LEG prior to authorization by the concerned director at headquarters, or the regional director (or his/her designated officer) in the regions.
250 The responsible officer should keep a record of all documentation relating to requests for the use of the WHO flag by a WHO CC, including supporting material, for future reference.
Unauthorized use by a WHO CC of WHO name, emblem, logo and/or flag
260 The unauthorized use of the WHO name, emblem, logo and/or flag by a WHO CC will be taken seriously. Spot checks will be conducted to ensure that such use is only made where it has been properly authorized, and is in accordance with the visual identity guidelines and any additional conditions that have been prescribed.
270 Following the receipt of a request for use of the WHO name, emblem, logo and flag, the responsible officer should follow up with the institution in order to verify that it has complied with the Organization's requirements. The responsible officer should inform the WHO CC immediately of any failure to meet the guidelines and conditions prescribed, and should work with the WHO CC to ensure full compliance. Where this does not occur, the responsible officer must refer the matter to the concerned director for further action, which may include referral to LEG for appropriate action.
280 Where the unauthorized use of the WHO name, emblem, logo and/or flag is detected and is unable to be resolved by communications with the responsible officer, the WHO CC shall be required to cease and desist from such use immediately. Repeated unauthorized use of the WHO name, emblem, logo and/or flag by a WHO CC may result in the revocation of the institution's designation and other appropriate action, depending on the circumstances.
