Branding for quiet generosity
Brand Identity
The Singer Family Foundation is a giving/grant-making non-profit organization based in Denver, Colorado. Their giving and grant-making supports organizations that help under-served populations meet individual needs like housing, food, and clothing. They also support libraries, museums, and other cultural institutions in their missions to provide broader access to the public.
An amazing organization with amazing people, the foundation is not well known. It has been quietly serving for decades but, so far, has opted for anonymity in its giving. No foundation website. No logo. No ego.
As the Signer Family Foundation’s giving has begun to serve higher profile projects and programs, the transition from anonymity to recognition was inevitable. And along with it, the need for a defined brand identity became necessary. For recognition, yes. But also, to prevent misattribution among some similarly named foundations.
Meaningful concept
This creative journey began with interviews and questions. The input from the founder and staff provided the fuel for our creative concept exploration.
Dozens of ideas were explored for our client’s concept review. We were aiming for reliability, humility, some seriousness, and some accessibility. Non-profit-cliché scripts, flourishes, and happy figures holding hands were avoided in favor of solid, practical, and approachable visuals and typefaces.
Impactful results
One moment in our interviews led us to the winning concept; the founder shared their philosophy for giving.
“The right money in the right place can change the trajectory of a person’s life. It can correct generational problems and position people for generational success. It doesn’t require a lot of money and can be as simple as a new pair of shoes.”
The idea—forever-outward and intersecting ripples of impact—evolved into the identifying logomark for the foundation. They perfectly represent the foundations intent, efforts, and the impacts of their giving.
The choice of typeface balances seriousness with friendliness—not always an easy task. And the deep navy blue allows the brand to remain visually quiet, while the yellow points to the active role they take with their giving.
What’s changed? And what hasn’t changed, but should?
Organizations change over time. And their needs do, too. That might mean creating a new, first brand identity. Or it may mean refining or replacing something already in use.
Do you need to change something about your brand?