A visual identity for clubs and charities: keep it simple

Why simple works better here

A big brand manual suits an organisation with a marketing department. At a sports club, community centre or foundation, hardly anyone reads one. The treasurer prepares the annual accounts, the youth committee makes the poster for the tournament. They want to make something that looks good, quickly.

The fewer rules you have, the more likely people are to follow them. So only record what you really need to stay recognisable. Everything else can stay flexible.

The minimum visual identity

A few building blocks go a long way. Make sure these are ready to use:

• Logo in a few versions. A colour version, a white version for dark backgrounds and a black version. Ideally also a standalone symbol for social media.
• Two or three colours. One main colour and one or two supporting colours, with the codes for screen and print.
• A typeface everyone has. Choose a free typeface or one that comes with every computer. Then a Word document looks the same for every volunteer.
• A few templates. Think of a poster or flyer, a newsletter, letterhead and a presentation for the annual general meeting.
• A short writing guide. How do you address members? Formal or informal? How do you write your organisation’s name?

Who owns it?

In many clubs and charities, the visual identity belongs to nobody. Someone once had the logo designed, and since then everyone has done things their own way. So appoint one person or role to look after it.

Link the task to a role, not to a person. For example the secretary or the chair of the communications committee. When that person steps down, the task passes to their successor automatically.

The owner doesn’t need to be a designer. What matters is that someone answers questions, updates templates and says no to a fourth logo.

Files don’t belong on a personal laptop

The biggest risk is where the files are kept. The original logo often sits in a former board member’s inbox or in someone’s personal Dropbox. When that person leaves, the source file goes with them.

So keep everything somewhere that belongs to the organisation, with an account in the club’s or charity’s name. Give several board members access. That way you can always reach your own brand, even if someone leaves or can’t be contacted.

Also ask the designer or agency who made your logo for the source files. Think of a vector file of the logo and the font files, if you hold a licence for them.

Working with sponsors, the council and your printer

A club or charity works with lots of other people. A sponsor wants your logo on their website. The local council asks for images for a funding application or an event. The local printer needs a print-ready file for the newsletter.

Put together a standard pack for these requests. Include the logos for screen and print, the colour codes and a short note on how your logo may be used. Then send that pack each time, rather than hunting for loose files.

Also agree how you’ll handle their logo. Sponsors often have their own rules. Keep their files and agreements together, so the next committee can find them too.

Handing over when the board changes

A change of board is the moment when knowledge disappears. So include the visual identity in the handover, just like the finances and the membership records. Go through where the files are, who has access and what’s been agreed with the printer and sponsors.

Remove former board members who no longer have a role from shared folders. And let new people know where to find everything, so they don’t start from scratch.

Want to make that easier? In MarkBase you keep your brand in one place that belongs to the organisation. You give each person a role, and with a share link you send a printer or sponsor only what’s meant for them. You can try it free for 30 days without payment details, and you’re not tied to a long contract afterwards.