The Nebraska Community Foundation works with community, organizational and donor-advised affiliated funds serving 250 communities located in 80 counties. NCF and its affiliated funds have reinvested $269 million in Nebraska since 1994.
It is important that your affiliated fund establish a consistent and professional visual image that sets it apart from other organizations and reflects the value and the benefit you bring to your community. This may involve developing a logo, deciding on a specific font to use as a typeface for the name of your affiliated fund in marketing pieces, and the general style that you will follow. Style can be thought of as “personality.” Do you want your target audience to think of you as friendly, folksy, youthful, flashy, trustworthy, solid, businesslike, conservative, fresh?
Each of these three elements—your logo, your title and your style—needs to mesh together.
Determining your visual image can be fun and frustrating. It may be a good idea to involve your entire Fund Advisory Committee for some initial brainstorming, but drafting ideas is better left to a smaller subcommittee.
The images you choose should be a visual representation of what your affiliated fund stands for. There are three basic types of logos.
If your affiliated fund does not have a logo, you may want to think about creating one. If you already have one, you may want to test it using the criteria we discuss in this section.
One thing to keep in mind…it is completely acceptable to simply use a distinctive typeface when printing the name of your affiliated fund—one that reflects your brand—as your logo. With the consistent use of an appealing typeface and color, your name alone can be a powerful logo!
But don’t write out the name of your affiliated fund using “WordArt”—it will cheapen your impression!
Start with your mission statement. What pictures do you see when you read the words. Think of how your community benefits from your work. Make a list of all the pictures or symbols that come to mind.
Look at the logos of other community foundation and nonprofit logos. The WealthSpring Fund logo is a good example of how words and graphics combine to create understanding:
If possible, enlist a professional, or at least someone who has a talent and experience in this area. Beware of contests! It may seem like a great idea to have designs submitted, free of charge, perhaps by local students. But what if the ideas just don’t work? Some professional graphic artists may be willing to discount or even donate their service—especially if you come to them with your brainstorming ideas in place, and some initial design concepts in hand.
Logos and typefaces with intricate lines and lots of detail may not reproduce well when the size is reduced or when copies are made. The design should work as well on a business card as it does on a poster. Do not use a photograph as one of the elements in your logo.
Be sure that your logo can be reproduced in black and white so that it can be photocopied. Also make sure that the image can be reversed (all white) so that it can be inserted into a dark background. Each color you add increases your printing costs. A two-color logo (plus black) should work fine. Look at logo drafts in one-, two- and three-color versions.
Clip art is okay to include in a newsletter to enhance a story, but it should not be used as a major element of your affiliated fund’s logo. Clip art is easily copied, so the same image can show up virtually anywhere. An original design is much more impressive, and it will set you apart from other nonprofits.
If you think that your current logo is ineffective, but it has been part of your identity for a long time, you may want to think about making gradual changes. Perhaps your tree logo looks a little old-fashioned. Is there a way to keep the symbol of the tree, but sharpen up the image?
Include your logo in all of your marketing and communications tools. But set some guidelines first. Answer the following questions:
|Download:||Color Logo: (jpg) (
Compressed EPS file: (zip)
|Black Logo: (jpg) (
Compressed EPS file: (zip)
RGB: 189, 21, 72
CMYK: 10, 100, 60, 15
RGB: 168, 169, 173
CMYK: 0, 0, 0, 40
Pantone: 40% Black
NOTE: To download these images you will click the link, then, right-click on the image and select “save image/picture as.”
Use of the logo by NCF Affiliated Funds should include:
The three-color version of the logo is its truest form and should be used whenever possible. Nebraska Community is red. Foundation is black. The image is gray.
The all black logo is the second preferred use. If the logo needs to appear on a dark background, it may be reversed to white.
If the logo must appear on an image, the image should be neutral in color, which will help the legibility of the color logo. If in doubt, keep the logo over a solid background, preferably white. The logo should not appear in a box, especially a white box on a dark background.
A minimum amount of space must be maintained around all four sides of the logo. Typically half of the height of the logo should be maintained around each side.
The minimum reproduction size of The Nebraska Community Foundation logo is 1 5/8 (1.63) inches wide. Anything smaller will result in the logo becoming unreadable. The largest size must not exceed 4 inches on an 8x11 title/report page.
Pam Winer, a 2006 HomeTown Leadership graduate, is the current president of the Atkinson Chamber of Commerce. Pam says, “Get involved and be part of the change you wish to see in your community.”Read more →