Your Logo: A Key Element in How Your Organization Is Perceived

What is a Logo?

Simply put, a logo is a symbol, sign or other design adopted by an organization to identify the organization, its programs, products and services. A logo can be a text word, a letter, a symbol or a combination of these. Logos are so ubiquitous that we often recognize who or what they stand for immediately.

Not-for-profits use a wide range of designs

Some use just their name. Others incorporate their tagline in a logo or create a design independent of a tagline. Some municipal organizations such as senior centers use their town logo.

A logo is an important part of your “brand identity” — how you present yourself and want to be perceived. (more on that below)

Evaluating Logos

As you look at a logo, consider the following:

• What do you feel each conveys about the organization?
• Does it attract you or make you want to learn more?
• Do you feel it fits with the mission of the organization?
• Is it distinctive to that organization or could it apply to lots of other organizations or related nonprofits?

How Does a Logo Relate to Your Marketing, Branding and Brand Identity?

Marketing is actively promoting a program or service. Marketing is all you do to get people to pay attention and convey a positive perception of your brand: your values and what you stand for.

Brand is the perception people have of your organization, your programs and your services. You can influence this perception in many ways:

• Your organization’s name, logo and tag line
• Your newsletter, events, website, images on your flyers, even on your bus or van
• How you answer the phone or greet people who enter your building

You can use marketing, branding and communication tools (including your logo) to convey messages about your wonderful Senior Center and all that you offer!

How Does Your Community Perceive You?

Do you know how your participants and your community perceive your organization, your logo or your brand identity? If not, ask them — in person, via focus groups and through surveys.

Some nonprofits do this informally; but to avoid bias, it’s best to use an accurately-selected random sample.

What About YOUR Logo?

Is it up to date? Does it reflect your current brand identity, your values, your future? Is it congruent with your overall marketing and organizational goals?

Or do you need to consider a rebranding or new positioning? If so, contact us today!