NCRP Brand Guidelines by Black Digital

Brand Guidelines National Committee for Responsive Philanthropy

2021

NCRP Brand Guidelines

Our Mission NCRP promotes philanthropy that serves the public good, is responsive to people and communities with the least wealth and opportunity, and is held accountable to the highest standards of integrity and openness.

Our Vision We envision a fair, just and democratic society in which the common good is recognized as a high priority; where a robust public sector is empowered to protect, preserve and extend the commonly held resources and the public interest; where a vital nonprofit sector provides voice and value to those most in need; where our society has equitable systems; and where all people enjoy equal justice, full inclusion and fair treatment. We envision philanthropy at its best contributing to this vision of society by operating with the highest standards of integrity and openness, and by investing in people and communities with the least wealth, power and opportunity and in nonprofit organizations that engage, serve and represent them.

Our Values We believe philanthropy at its best serves the public good, not private interests; employs grant making practices that most effectively help nonprofits achieve their mission; and strengthens democracy by responding to the needs of those with the least wealth and opportunity.

Introducing the Primary Logo.

Our logo is an important asset to the organization and should serve as a foundation for all visual communications. To maintain a strong brand image, it is important that the logo is always applied consistently wherever it appears. It should never be manipulated or distorted. Its color, position, and size are all specified within this document.

NCRP Brand Guidelines

In refreshing the logo, we wanted something that:  Spoke to current times and evoked feelings of innovation and possibility.  Would stand out in noisy places like social media. W as mindful of what different generations and genders like. We can’t forget people in any generation, and we can’t miss an opportunity to be accessible to future ones. The trajectory of philanthropy depends on it. C onsidered spaces we’re currently in and rooms we hope to be in one day. It needed to reflect the seriousness of our research and the philanthropic spaces we influence with it. It needed to dream of being elevated to new spaces we’ve yet to occupy yet be grounded in the warmth required to communicate to our nonprofit members and their communities that they have a home with us. R epresented the heart of this organization. We have an inside joke that NCRP is the blue jeans of philanthropy. We can be dressed up and dressed down, but most importantly, we put in work (dungarees). The result is a logo that uses straight lines where there were once curves in its symbol. As a side note, the symbol lacked official meaning amongst staff and so unofficially, this process has been inspired by and rooted in, “As investments in marginalized communities and social justice efforts increase (upward slant), disparities go down (downward slant).” The logo features cooler tones of blue that look modern but also manage to be warm and welcoming. Blue is a steady favorite color across generations, genders and when controlled for ethnicities according to some studies. It’s linked to creativity, productivity, competence and trust. The branding guidelines in this document are also ways that our organization can convey these values and objectives in all of our work.

Black Logo

White Logo

Do and Don’t Visible

Color Logo Low Contrast Not Visible

Dark and Light Visible

NCRP Brand Guidelines

Typography

Typography. Primary Typeface

Glacial Indifference Headers | Subheaders | Body Text A clean sans serif font that is easily legible. Font can be used in Bold, Regular, and italic.

AaBbCcDd EeFfGg HhIi0123456789 +;%@* NCRP Brand Guidelines

Typography. Primary Typeface Weights Regular.

AaBbCcDdEeFfGgHhIiJjK LlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 0123456789 (&?!/,:;-_*”)

Italic.

AaBbCcDdEeFfGgHhIiJjK LlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 0123456789 (&?!/,:;-_*”)

Bold.

AaBbCcDdEeFfGgHhIiJjK LlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 0123456789 (&?!/,:;-_*”)

NCRP Brand Guidelines

Context Text. and Headlines Caption Text Subtitle Text Write Your Text Right Here

Secondary Font

Typography. Secondary Typeface Plantin MT Pro. Subheaders | Body Text This font can be used in Bold, Regular, and italic.

AaBbCcDd EeFfGg HhIi0123456789 +;%@* NCRP Brand Guidelines

Typography. Secondary Typeface Weights

Regular.

Italic.

Bold.

Regular. Vit moluptatem de dolorer feriate mporeptiorat magnati officab inihilla vollanditiae es andam quae sum as eiuriorum cusae optus aborem comnimp ossitii storepe rferenda velent utat accae sundania nus plaut omnia vendelic tet verciis et aut lam entis dolorio blaborerum nost maio eost.

AaBbCcDdEeFfGgHhIiJjK LlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 0123456789 (&?!/,:;-_*”)

NCRP Brand Guidelines

Italic. Vit moluptatem de dolorer feriate mporeptiorat magnati officab inihilla vollanditiae es andam quae sum as eiuriorum cusae optus aborem comnimp ossitii storepe rferenda velent utat accae sundania nus plaut omnia vendelic tet verciis et aut lam entis dolorio blaborerum nost maio eost, totassum facepe natur? Udit veliciet exerumenim que non nesecum entotam ilit as nosae nullaccae pelitiis molupisit.

Bold. Vit moluptatem de dolorer feriate mporeptiorat magnati officab inihilla vollanditiae es andam quae sum as eiuriorum cusae optus aborem comnimp ossitii storepe rferenda velent utat accae sundania nus plaut omnia vendelic tet verciis et aut lam entis dolorio blaborerum nost maio eost, totassum facepe natur? Udit veliciet exerumenim que non nesecum entotam ilit as nosae nullaccae pelitiis molupisit.

Color Palette.

Color Palette. Primary Color System

Color Palette. Secondary Color

Standard Colors to be used for all branding components.

Soft Blue

A more vibrant color to complement the Deep purple tones and contrast with the Soft Blue. Deep Purple

Orange

CMYK 2 / 56 / 100 / 0 CMYK 14 / 5 / 6 / 0

RGB 217 / 227 / 231 HTML #d9e3e7

Black

CMYK 73 / 67 / 66 / 83

CMYK 100 / 100 / 23 / 17

RGB 35 / 23 / 110 HTML #23176e

RGB 240 / 136 / 33 HTML #f08821

White

RGB 18 / 17 / 17 HTML #121111

CMYK 0 / 0 / 0 / 0

RGB 255 / 255 / 255 HTML #ffffff

Company Stationery Letterhead. and Business Card

Business Card Parameter. Card Dimensions 3.5 in x 2 in Print Color Format CMYK

JANAY RICHMOND

she|her|hers

ncrp.org

DIRECTOR OF MARKETING & MEMBERSHIP 1900 L Street NW Suite 825, Washington, DC 20036

1900 L Street NW Suite 825, Washington, DC 20036 (202) 909.2745 Direct (202) 387.9177 Office jrichmond@ncrp.org linkedin.com/in/janayrichmond

NCRP Brand Guidelines

Letterhead Parameter. Card Dimensions 8.5 in x 11 in

Print Color Format CMYK

Images & Presets

Images should be used that have similar lighting so the designated preset (GLOW UP 1) can be used via Adobe Lightroom.

NCRP Brand Guidelines

Iconography Social Media Icon

Logo Mark Icon This stand alone icon should only be used in the brand color gradient to reinforce brand recognition.

NCRP Brand Guidelines

Brand Pattern This pattern can be used for backgrounds or a design element for any NCRP print and digital content. It should faded when used around text so that visibility isn’t compromised.

Example

NCRP Brand Guidelines

Social Media Content Content should be created with softer tones. Purple is used as an accent color. Posts should be designed in alignment with the below aesthetic.

NCRP Brand Guidelines