I know my lot in life. I am a designer. I am a graphics communicator.
But, I have a beef. A branding beef to be clear.
At the risk of offending, well, pretty much every charity I work with, please stop killing me with your “brand”.
Too many charities have been told by too many brand experts that if their logo is not reproduced in PMS 123 and placed in a hallowed ground of concentric circles, set on top of a three rounded corner box (with the square edge behind on the bottom right)…. well – the consumer or donor WILL NOT GIVE! The sky will fall and the brand manager will be out of a job.
I like how it is worded in the style guide for Canadian Breast Cancer Foundation. “A brand is a combination of tangible and intangible attributes… Brands provide donors, customers, volunteers and the public with a means to choose which organization, which service, or which product to support…”
I’ve read it a few times now, it doesn’t say anything about PMS 123… hmmm…
What if, as a designer and communicator, I wanted to raise money for your charity.
What if I focused on:
– a provocative message
– stated why you needed money
– clearly showed how the donor can make his or her donation
– designed it so the message was clean and readable and engaging
What if I didn’t use Fruitger Bold Condensed for the headline and Adobe Garamond Regular for the body copy?
PMS colours, font selections, types of pictures are great supports for your brand – but first and foremost, focus on what matters…
What if I raised money for you if you like it or not?