A logo is just one part of your brand. At a general level, your brand is how your audience perceives and identifies you. Your brand is holistic; the mission, audience, and personality of your organization drive it.
This foundation sets the course of your messaging platform (copywriting/storytelling) and visual identity. The visual identity includes the logo, color palette, typography, imagery, and graphics that represent your organization.
What’s so important about visual identity? A strong visual identity helps supporters resonate with your organization. It helps them connect and identify with you at an emotional level. This creates a stronger relationship with supporters and donors. Stronger relationships mean better fundraising.
As a next step, think about these questions about your organization:
- How do we want to be known? How do we want supporters to feel?
- How cohesive and relevant is our visual identity?
- What changes do we need to make in how/what we write or what visuals we use?
