Givergy

📋 1 Guidelines

🔗 Connections

Sector

Software Ngo

Region

Usa

Guideline Year

2016

Language

English

Tags

Charity

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To help clients raise more by providing high standards of client service, mirrored in the brand’s visual identity and all its aspects, positioning Givergy as the number one tech partner to the ‘Giving Generation’.
Core Values
  • Reliability
  • Accountability
  • Innovation
  • Service
  • Ethics
Target Audience
  • Clients and organizations seeking technology-driven fundraising solutions, particularly those aligned with the ‘Giving Generation’.
Personality Traits
  • Confident
  • Straightforward
  • Friendly
  • Empathetic
  • Conversational
  • Professional
Visual Identity Overview
  • The visual identity is modern, vibrant, and dynamic, featuring a primary gradient of cyan, navy, purple, and magenta, abstract overlapping shapes, and a clean, professional layout. The logo uses a stylized icon and gradient logotype, with clear rules for usage, sizing, and positioning. Typography is geometric and legible, and imagery is positive, engaging, and people-focused.

Categories

Brand Voice
  • As you’ll see, we have been through a rigorous process to define our unique qualities. We have also distilled these qualities into the following key characteristics that should be applied to the way we write and what we say.
  • BE CONFIDENT The business’ ability, offering and personality should always be expressed with conviction. We are expert at what we do and have the track record to back up what we say. We are confident, but not arrogant.
  • BE STRAIGHTFORWARD AND SUCCINCT 2 Tell it like it is, avoiding verbosity and jargon. Our target audiences are busy, so less is certainly more.
  • BE FRIENDLY 3 Bring personality into the written word demonstrating that the firm is human. After all, we have great face-to-face relationships with our clients, so make sure all written communications achieve the same.
  • BE EMPATHETIC Express affinity with and understanding of our communities and clients.
  • BE CONVERSATIONAL 5 Ensure that the language used is open and relaxed. It’s a two-way thing with our clients; so don’t be stuffy or formal when you don’t need to be.
  • BE PROFESSIONAL 6 Finally, copy should always reiterate the firm’s professional standing, ability and values (RAISE, page 4). We are real people and we really know what we’re doing.
Brand Imagery
  • Using the venn icon as a graphic device, vibrant and dynamic imagery can be deployed across the Givergy brand identity. This graphic system allows for infinite flexibility and can be tailored to all digital and printed collateral.
  • Two venn icons of equal size must be set to multiply. Rotate, position and scale these icons to the desired composition but ensuring that there is an equal balance of magenta, cyan and purple in each composition. White space may be utilised in specific corners for contrast.
  • The following references demonstrate best practice for creating the most effective compositions.
  • To support the graphic device photography may also be used across digital platforms and printed items. The photographic image style must contain people and express positivity, be engaging and capture emotions.
  • • Brand imagery must support the message in a relevant and engaging way
  • • Be positive, inspiring and eye-catching
  • • Capture a moment in time
  • • Be atmospheric
  • • Be bright and colourful
  • • Avoid cliche situations or overly-contrived shots
  • • Avoid overly busy/confusing images
  • • Professional images
  • • Focused on people engaging with the Givergy products
  • • Focused on people expressing emotion at the events
  • • Colourful, bold and accessible
  • • Avoid overly dark images
Color Palette
  • This is the Givergy primary gradient. It reflects the seamless synergy between technology and fundraising. It should be used within the logo, and as a background colour only.
  • The gradient angle must be set to 45°, this symbolises movement and transition and is representative of momentum and progress.
  • The gradient uses four colours from the Givergy colour palette in the following order: cyan, navy, purple and magenta. When the primary gradient is used each colour must have equal spacing and each share a balanced proportion of the gradient.
  • Five colours have been carefully selected to reflect the Givergy brand identity. These colours can be used for typography, charts/graphs, PowerPoint presentations, web links, tabular systems and to highlight specific information within printed material.They can be used as solid colours as well as tints (a full range of tints in 25% grades is permitted).
  • The colour breakdowns are shown in each instance – CMYK, RGB values and HEX web safe colours. The RGB and HEX colour values shown are for onscreen use only, therefore colours may differ from the CMYK references.
  • Due to the nature of the gradients in the Givergy brand identity, Pantone colours should only be used where a spot colour is mandatory. With all printed collateral, CMYK colour values should be preferred.
  • Givergy CYAN Pantone Process Cyan C 75% 50% 25% C: 76 M: 21 Y: 0 K: 0 R: 8 G: 157 B: 217 # 089DD9
  • Givergy NAVY Pantone 287c 75% 50% 25% C: 100 M: 87 Y: 21 K: 7 R: 36 G: 55 B: 118 # 243776
  • Givergy PURPLE Pantone 520 75% 50% 25% C: 67 M: 90 Y: 22 K: 10 R: 108 G: 52 B: 113 # 6C3471
  • Givergy MAGENTA Pantone 2395c 75% 50% 25% C: 28 M: 93 Y: 0 K: 0 R: 188 G: 43 B: 135 # BC2B87
  • Givergy SLATE GREY Pantone Cool Grey 10c 75% 50% 25% C: 63 M: 47 Y: 40 K: 27 R: 94 G: 104 B: 113 # 5E6871
Typography
  • The typeface – FS Elliot – is characterised by excellent legibility in print and digital areas (from corporate brochure ware through to headlines on website applications). The letter shapes are well proportioned and elegant with a geometric structure. We recommend four weights – Light, Book, Bold and Black.
  • Open Sans is a humanist sans serif typeface. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It is optimised for print, web, and mobile interfaces, and has excellent legibility. We recommend four weights – Light, Regular, Semi-bold and Bold.
  • The standard recommended system font is Arial (a sans serif typeface) which is highly legible when used in Word and PowerPoint templates. We recommend two weights – Regular and Bold.
  • The Givergy logo has been created by using the font FS Elliot – a modern sans serif font.
  • Circular bullets are the standard format. Bullets are coloured in purple except when white out. Sub-level bullets should be indented with hyphens.
  • PRIMARY TYPEFACE Professional use on printed collateral Titles, headlines and body copy FS Elliot FS Elliot: Light Regular Bold Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 £$%&@*!?
  • SECONDARY TYPEFACE Digital & print collateral Titles, headlines and body copy for online use Open Sans Open Sans: Light Regular Semi Bold Extra Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 £$%&@*!?
  • SUPPORTING TYPEFACE For use on Word & PowerPoint documents Arial Arial: Regular Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 £$%&@*!?
Logo Usage
  • The primary gradient is used within the logo, logo icon and as a background colour only.
  • For full colour breakdowns please see the colour guidelines section of this document
  • Two approved versions of the logo have been created with and without the Givergy strapline. Read our usage guidance to understand when each logo should be used.
  • LOGO WITH STRAPLINE The Givergy logo with the strapline should regarded as the primary logo and should be used in the majority of digital and printed collateral. This will include stationery, business cards, advertising and digital and online communications.
  • LOGO WITHOUT STRAPLINE The Givergy logo without the strapline may be used in rare situations where the strapline is not required or not appropriate. This may include signage, way-finding or internal communications.
  • FULL COLOUR LOGO The positive version of the logo is always used on clear white or lightercolourtinted backgrounds to maintain legibility.
  • BLACK MONO LOGO For use on facsimile and other black and white publications.
  • WHITE-OUT LOGO When used on dark and coloured backgrounds, the logo should be all white to maintain legibility. This will provide a striking contrast allowing the logo to be clearly legible.
  • The Givergy logo must stand out clearly from its surroundings.
  • This applies not only to the background, but also to interference from nearby text, photographs and other graphic elements that might compromise the impact of the logo.
  • It is important to keep the logo clear of any other graphic elements. To ensure this, an exclusion zone or ‘clear space’ rule has been established using the venn icon. This exclusion zone indicates the closest any other graphic message can be positioned in relation to the marque.
  • The example on this page demonstrates the minimum clear space required which is the height of the venn icon from the logo.
  • Clear space rule applied to the Givergy logo without a strapline
  • Clear space rule applied to the Givergy logo with a strapline
  • The minimum size for all printed material is 30mm wide and 150 pixels (at 72dpi) for digital on-screen use. The logo should never be used less than this size as this would lead to a compromise in legibility.
  • For large formats such as banners, billboards and signage, the logo should be proportionally balanced to the size of the document. In all cases, the logo should never: • Bleed off any edge • Be cropped in any way
  • The logo must always maintain clear space around it. In large formats such as those stated here, you should maintain a clear space. This will preserve the integrity of the logo and allow for maximum readability.
  • The logo must not be altered or changed in anyway and guidelines should always be adhered to. The master logo templates should always be used when putting together collateral.
  • Minimum size for print applications
  • Minimum size for screen use: 150 pixels wide at 72dpi
  • Logo applied to AS sized document Logo applied to A4 sized document 35mm 45mm
  • Logo applied to A3 sized document 65mm
  • For digital applications the logo should be positioned top left to ensure prominence, legibility, and accessibility on all digital and mobile devices.
  • For print applications the logo must adhere to the correct size and usage for the relevant document size and positioned center aligned or top right.
Tone And Messaging
  • BE CONFIDENT The business’ ability, offering and personality should always be expressed with conviction. We are expert at what we do and have the track record to back up what we say. We are confident, but not arrogant.
  • BE STRAIGHTFORWARD AND SUCCINCT 2 Tell it like it is, avoiding verbosity and jargon. Our target audiences are busy, so less is certainly more.
  • BE FRIENDLY 3 Bring personality into the written word demonstrating that the firm is human. After all, we have great face-to-face relationships with our clients, so make sure all written communications achieve the same.
  • BE EMPATHETIC Express affinity with and understanding of our communities and clients.
  • BE CONVERSATIONAL 5 Ensure that the language used is open and relaxed. It’s a two-way thing with our clients; so don’t be stuffy or formal when you don’t need to be.
  • BE PROFESSIONAL 6 Finally, copy should always reiterate the firm’s professional standing, ability and values (RAISE, page 4). We are real people and we really know what we’re doing.
Brand Values
  • Our culture and core values are an essential part of our business DNA: R. RELIABILITY A. ACCOUNTABILITY I. INNOVATION S. SERVICE E. ETHICS
Visual Style
  • The primary gradient is used within the logo, logo icon and as a background colour only.
  • For full colour breakdowns please see the colour guidelines section of this document
  • Two approved versions of the logo have been created with and without the Givergy strapline. Read our usage guidance to understand when each logo should be used.
  • LOGO WITH STRAPLINE The Givergy logo with the strapline should regarded as the primary logo and should be used in the majority of digital and printed collateral. This will include stationery, business cards, advertising and digital and online communications.
  • LOGO WITHOUT STRAPLINE The Givergy logo without the strapline may be used in rare situations where the strapline is not required or not appropriate. This may include signage, way-finding or internal communications.
  • FULL COLOUR LOGO The positive version of the logo is always used on clear white or lightercolourtinted backgrounds to maintain legibility.
  • BLACK MONO LOGO For use on facsimile and other black and white publications.
  • WHITE-OUT LOGO When used on dark and coloured backgrounds, the logo should be all white to maintain legibility. This will provide a striking contrast allowing the logo to be clearly legible.
  • The Givergy logo must stand out clearly from its surroundings.
  • It is important to keep the logo clear of any other graphic elements. To ensure this, an exclusion zone or ‘clear space’ rule has been established using the venn icon. This exclusion zone indicates the closest any other graphic message can be positioned in relation to the marque.
  • The example on this page demonstrates the minimum clear space required which is the height of the venn icon from the logo.
  • Clear space rule applied to the Givergy logo without a strapline
  • Clear space rule applied to the Givergy logo with a strapline
  • The minimum size for all printed material is 30mm wide and 150 pixels (at 72dpi) for digital on-screen use. The logo should never be used less than this size as this would lead to a compromise in legibility.
  • For large formats such as banners, billboards and signage, the logo should be proportionally balanced to the size of the document. In all cases, the logo should never: • Bleed off any edge • Be cropped in any way
  • The logo must always maintain clear space around it. In large formats such as those stated here, you should maintain a clear space. This will preserve the integrity of the logo and allow for maximum readability.
  • The logo must not be altered or changed in anyway and guidelines should always be adhered to. The master logo templates should always be used when putting together collateral.
  • Minimum size for print applications
  • Minimum size for screen use: 150 pixels wide at 72dpi
  • Logo applied to AS sized document Logo applied to A4 sized document
  • Logo applied to A3 sized document
  • For digital applications the logo should be positioned top left to ensure prominence, legibility, and accessibility on all digital and mobile devices.
  • For print applications the logo must adhere to the correct size and usage for the relevant document size and positioned center aligned or top right.
  • The typeface – FS Elliot – is characterised by excellent legibility in print and digital areas (from corporate brochure ware through to headlines on website applications). The letter shapes are well proportioned and elegant with a geometric structure. We recommend four weights – Light, Book, Bold and Black.
  • Open Sans is a humanist sans serif typeface. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It is optimised for print, web, and mobile interfaces, and has excellent legibility. We recommend four weights – Light, Regular, Semi-bold and Bold.
  • The standard recommended system font is Arial (a sans serif typeface) which is highly legible when used in Word and PowerPoint templates. We recommend two weights – Regular and Bold.
  • The Givergy logo has been created by using the font FS Elliot – a modern sans serif font.
  • Circular bullets are the standard format. Bullets are coloured in purple except when white out. Sub-level bullets should be indented with hyphens.
  • This is the Givergy primary gradient. It reflects the seamless synergy between technology and fundraising. It should be used within the logo, and as a background colour only.
  • The gradient angle must be set to 45°, this symbolises movement and transition and is representative of momentum and progress.
  • The gradient uses four colours from the Givergy colour palette in the following order: cyan, navy, purple and magenta. When the primary gradient is used each colour must have equal spacing and each share a balanced proportion of the gradient.
  • Colour order for the Givergy primary gradient
  • Five colours have been carefully selected to reflect the Givergy brand identity. These colours can be used for typography, charts/graphs, PowerPoint presentations, web links, tabular systems and to highlight specific information within printed material.They can be used as solid colours as well as tints (a full range of tints in 25% grades is permitted).
  • The colour breakdowns are shown in each instance – CMYK, RGB values and HEX web safe colours. The RGB and HEX colour values shown are for onscreen use only, therefore colours may differ from the CMYK references.
  • Due to the nature of the gradients in the Givergy brand identity, Pantone colours should only be used where a spot colour is mandatory. With all printed collateral, CMYK colour values should be preferred.
  • This icon style can be used across both print and digital, as a device to highlight content or to be used as interactive buttons. This simple design can be tailored to any design solution.
  • Icons can be used in almost all of the brand colours and the primary gradient providing there is adequate contrast
  • To preserve the visibility of icons they should rarely be used any smaller than the recommended minimum sizes specified here.
  • 30 pixels wide minimum digital size
  • 10mm wide minimum print size
  • Using the venn icon as a graphic device, vibrant and dynamic imagery can be deployed across the Givergy brand identity. This graphic system allows for infinite flexibility and can be tailored to all digital and printed collateral.
  • Two venn icons of equal size must be set to multiply. Rotate, position and scale these icons to the desired composition but ensuring that there is an equal balance of magenta, cyan and purple in each composition. White space may be utilised in specific corners for contrast.
  • The following references demonstrate best practice for creating the most effective compositions.
  • To support the graphic device photography may also be used across digital platforms and printed items. The photographic image style must contain people and express positivity, be engaging and capture emotions.
  • Brand imagery must support the message in a relevant and engaging way
  • Be positive, inspiring and eye-catching
  • Capture a moment in time
  • Be atmospheric
  • Be bright and colourful
  • Avoid cliche situations or overly-contrived shots
  • Avoid overly busy/confusing images
  • Professional images
  • Focused on people engaging with the Givergy products
  • Focused on people expressing emotion at the events
  • Colourful, bold and accessible
  • Avoid overly dark images
Iconography
  • This icon style can be used across both print and digital, as a device to highlight content or to be used as interactive buttons. This simple design can be tailored to any design solution.
  • Icons can be used in almost all of the brand colours and the primary gradient providing there is adequate contrast
  • To preserve the visibility of icons they should rarely be used any smaller than the recommended minimum sizes specified here.
  • 30 pixels wide minimum digital size
  • 10mm wide minimum print size
Layout And Composition
  • It is important to keep the logo clear of any other graphic elements. To ensure this, an exclusion zone or ‘clear space’ rule has been established using the venn icon. This exclusion zone indicates the closest any other graphic message can be positioned in relation to the marque.
  • The example on this page demonstrates the minimum clear space required which is the height of the venn icon from the logo.
  • The minimum size for all printed material is 30mm wide and 150 pixels (at 72dpi) for digital on-screen use. The logo should never be used less than this size as this would lead to a compromise in legibility.
  • For large formats such as banners, billboards and signage, the logo should be proportionally balanced to the size of the document. In all cases, the logo should never: • Bleed off any edge • Be cropped in any way
  • The logo must always maintain clear space around it. In large formats such as those stated here, you should maintain a clear space. This will preserve the integrity of the logo and allow for maximum readability.
  • The logo must not be altered or changed in anyway and guidelines should always be adhered to. The master logo templates should always be used when putting together collateral.
  • For digital applications the logo should be positioned top left to ensure prominence, legibility, and accessibility on all digital and mobile devices.
  • For print applications the logo must adhere to the correct size and usage for the relevant document size and positioned center aligned or top right.
  • When used on an A4 document/ PowerPoint presentation the line weight of tables should always be O.Spt and a minimum 7pt type size for captions, titles and axis/percentage values.
Visual Language
  • When displaying information it is important for it to be clear and functional.
  • The charts, graphs and tables within these guidelines can be built in PowerPoint or in desktop publishing packages such as Adobe lllustrator. When used on an A4 document/ PowerPoint presentation the line weight of tables should always be O.Spt and a minimum 7pt type size for captions, titles and axis/percentage values.
  • The colours used within the data bars, headers and highlight sections should be from the Givergy colour palette. For statistical information requiring further colours, then tints can be added. The boldest highlight colour is used to signify the greatest value and most positive outcome.
🐛 Report