When thinking about non-profits who are getting it right when it comes to brand image, we think that World Vision is a great example. World Vision is a non-profit humanitarian organization that serves poor communities here in the United States and around the world. As one of the largest relief organizations in the world, World Vision is an established brand that is consistently applied across a broad spectrum of mediums and is making relevant connections with multiple audiences.
World Vision’s logo and brand is described as a star/cross rising on the world’s horizon communicating hope and diversity through the image and font choice. But what about that big bright orange color choice? A former World Vision staffer shared with me that one of the reasons the organization chose the color orange was to connect quickly with those in need in the midst of disasters. When World Vision responds to something like an earthquake, hurricane or other kind of disaster, people who need help recognize the World Vision orange and know that is a safe person or place to get help.
This makes a lot of sense, as World Vision orange is very easily identifiable amidst the chaos on the ground following some type of disaster situation. People wearing orange, signs in orange, food trucks and temporary shelters with orange are all designed to help people who are in desperate need quickly identify a source of help.
When developing a logo and associated look and feel, organizations must be take care to ensure that the branding they adopt reflects their mission and makes a connection with their intended audience. This is especially true for non-profit organizations who likely have multiple and diverse audiences. These groups must strike a balance between making connections with the people they seek to serve and with current and potential donors.
In the case of World Vision, the logo and the “orange” effectively communicate “this is a place to receive help” to those in crisis. To potential partners and donors, the brand serves as a strong symbol for what the organization represents and the unique look and feel of the mark boldly set the brand apart with a memorable look and feel.
If you are facing challenges with your own logo and brand image, please let us know how we can help you review and, if necessary, come up with a new approach that clearly communicates with all of your audiences.