Organizations are formed because of an idea — fight poverty, feed the hungry, advocate for human rights, or many other ideas. The visual design of your brand represents the idea behind your organization. It’s how your audience understands your organization.
Generally, there are two elements that are important to visual branding – it has to be intrinsically striking and impressionable.
Intrinsically striking means that it has to be distinct with its combination of name, typography, logo, slogans, etc. The idea behind your organization should be expressed effectively.
Impressionable means that your visual brand must represent your values. Your brand sets an expectation for supporters and donors. That audience should not confuse your brand with another organization.
