Who We Are
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 voice, tone, fonts, colors, and logos 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 do not get to control our brand; we get to guide it.
Our brand is what people say about Generous Giving when we are not around to hear it. It’s as good as the people who use it. That’s why it will take all of us working together we align for a greater impact.
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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 do not say. This includes Generous Giving’s personality, formatting rules and pillars of our tone to be used across different mediums and situations.
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Visual Brand Guide
The visual identity gives the brand life. It helps share our message in a way that is inspirational and memorable. If we do not have time to create something that mirrors our values, then we should not create it at all. This includes logos, colors, typography, graphic elements and photography.