Welcome to the Generous Giving brand!

The following set of guidelines are meant to empower you to use the Generous Giving brand in an effective and consistent way. It will spell out all the elements that make something look and feel like Generous Giving - the fonts, colors, logos and messaging that combine to become our brand.

The GG brand is the gut feeling people have about us. It exists in the hearts and minds of our audience. We don’t get to control our brand; we get to guide it.

What people say about Generous Giving when we’re not around to hear it, that’s our brand. And a brand is only as good as the people who use it - that’s why it will take all of us working together to ensure the elements are used properly.

Our brand style is comprised of three main components: messaging, content and visual.  Included on this page you will find the following resources:

1. Content Style Guide - The content style guide defines Generous Giving’s voice, style and tone when writing on behalf of the organization. You will find grammar and formatting rules aligned with AP Style, as well as words and phrases we do and don’t say. This includes Generous Giving’s personality, formatting rules and pillars of our tone to be used across different mediums and situations.
2. Core Messaging Guide – Our messaging guide not only overviews who our audience is, but also considers their needs, pains, hopes and fears. Below you will find five personas that we keep on the forefront of our minds when creating any piece of marketing or communication to reach our audience. This includes core message, elevator pitch and brand phrases for each persona.
3. Visual Elements  - The visual identity gives the brand life. It helps share our message in a way that is inspirational and memorable. If we don’t have time to create something that mirrors our values, then we shouldn’t create it at all. This includes logos, colors, typography, graphic elements and photography.