Design a logo that doesn’t chase away donors

I have a theory (unprovable, but somewhat supported by experience) that your organizational logo can only help you a little when it’s good, but it can hurt you a lot if it’s bad.

Here are some tips from The Duck Call for designing the non-bad type of logo: Don’t let your logo trip you up.

A good logo:


  1. Doesn’t have to show everything your organization does.
  2. Doesn’t even have to show anything your organization does.
  3. Doesn’t have to include an illustrated mark.
  4. Can turn around a disadvantage.
  5. Can make people look (and think) twice.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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