[Examples] Most beautiful Nonprofit Brand Books/Style Guides

Want to create a brand book / style guide for your nonprofit? Check out these examples and download a free resource to create your own.

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Branding is key to nonprofits, but how do you ensure brand consistency throughout your nonprofit organization? A Brand Book / Style Guide can help.

No one will donate to a charity without trusting that their money will be put to good use. A strong brand and transparency are the foundation of a strong nonprofit. NGOs that share monthly or annual reports, use content to showcase how they’re making an impact and stay top of mind with beautiful emails and a strong social media presence win over those that hardly ever share anything about their cause.

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In this article, we’ll go into:

What is a Brand Book / Style Guide?

  • Brand Book inspires and helps keep people in your Nonprofit aligned with the Purpose or core idea of your organization. A Brand Book helps to communicate the story and purpose of your charity.
  • While a Brand Style Guide helps the people inside and outside of your NGO to use your brand assets the way they are meant to be used.

As you can see, a Brand Book helps tell the meaning of your organization and it inspires employees. A Style Guide helps to maintain visual Brand Consistency. 

In short:

  • Determine your brand’s identity and create your Brand Style Guide;
  • Make your brand guidelines accessible to your partners and colleagues;
  • Allow your colleagues access to all imagery (photos, illustrations, videos) that are property to the brand;
  • Provide templates for your posts on Social Media, (fundraising) presentations;
  • Become recognizable and build an authentic brand.

Most Beautiful Nonprofit Brand Books / Style Guides

Are you looking for inspiration for your Nonprofit brand book? There are plenty of charities that have published their brand books online.

Here is a selection of our favorite Nonprofit brand books and style guides:

1. Boy Scouts of America

Nonprofit brand book example - boy scouts of america

Boy Scouts of America has created a beautiful brand book / style guide to help stakeholders understand their brand guidelines so they can stay consistent with their branding. In the example, you can see how well they illustrate how their logo may and may not be used. Imagine that they would not have these style guidelines. Thousands of people would use their brand assets differently throughout the years. Their branding would be a mess.

Check out Boy Scouts of America’s full online brand book / style guide here

2. Unicef USA Brand Guidelines

Unicef Brand Styleguide Color Usage

Unicef USA has been around for quite some time. Over the years, the brand has evolved and they have mature brand guidelines. Unicef’s Brand Book / Style Guide is a perfect place for inspiration when creating your own Nonprofit Brand Book.

In the example image, you see how they showcase the details of their brand’s colors. Blue is not just blue. It has a specific hex / RGB code. Being super specific is how you uphold brand consistency throughout the years.

Check out Unicef USA’s full online brand book / style guide here

3. Charity: Water’s Brand Book

Nonprofit brand book example - charity water

Charity: Water Is one of those Nonprofit brand that we constantly use when going into best practices of Nonprofit Branding and Marketing.

Another element of a Nonprofit Brand Book / Style Guide should be the usage of images. As you can see in Charity: Water’s Brand Guideline, they want to focus their imagery on hope, not guilt. The entire story they tell with images is based on people and communities being happy that they have water. Not on people being sick because they don’t have water or because they drank dirty water.

Check out Charity: Water’s full online brand book / style guide here

Related:

4. WWF Brand Book example

Check out the image below: ‘One Network, One Vision, One Voice’.

BAM!

Nailed it. WWF truly understands the importance of a Brand Book / Style Guide for its Nonprofit Organization. This resource is really meant to inspire its readers. They go into their work, what they do, how they do it, and provide guidelines.

Check out WWF’s full online brand book / style guide here

Nonprofit brand book example - charity water

Create your own Nonprofit Brand Book / Style Guide

You now know what a Brand Book and Style Guide is, what the difference is between them, how large nonprofits are using them to keep their branding consistent.

It’s time to create your very own Nonprofit Brand Book and Style Guide.

Check out StroryLab.ai’s Growth Storytelling Framework where the Brand Style Guide is included here and get started today (full guide included).

FAQ

What is a Nonprofit Brand Book/Style Guide?

A nonprofit brand book or style guide is a comprehensive set of guidelines that outlines how an organization presents itself to the world through its branding, including logos, color schemes, typography, and messaging.

Why is a Brand Book Important for a Nonprofit?

A brand book is crucial for maintaining consistency in a nonprofit’s communication. It ensures that all marketing materials and messages align with the organization’s identity and values, which is essential for building trust and recognition.

What Should Be Included in a Nonprofit’s Brand Book?

A nonprofit’s brand book should include the organization’s mission statement, logo usage guidelines, color palette, typography, imagery style, voice and tone guidelines, and any other branding elements unique to the organization.

How Does a Brand Book Support a Nonprofit’s Marketing Efforts?

A brand book supports a nonprofit’s marketing efforts by providing a consistent framework for all promotional materials, ensuring that the organization’s identity is accurately and effectively represented across all platforms.

Who Should Use the Nonprofit’s Brand Book?

Everyone involved in creating communication materials for the nonprofit should use the brand book. This includes staff members, volunteers, external designers, and marketing agencies.

How Often Should a Nonprofit Update Its Brand Book?

A nonprofit should review and potentially update its brand book periodically to ensure it remains relevant and reflects any changes in the organization’s mission, values, or visual identity.

What’s the Difference Between a Brand Book and a Logo Style Guide?

A brand book covers a broader range of branding elements, including mission, tone, and overall visual identity, while a logo style guide is specifically focused on the usage and variations of the organization’s logo.

Can a Small Nonprofit Benefit from a Brand Book?

Yes, even small nonprofits can benefit significantly from a brand book. It helps in establishing a strong and consistent brand identity, which is important regardless of the organization’s size.

How Can a Nonprofit Develop Its Own Brand Book?

A nonprofit can develop its brand book by first understanding its mission and audience, then translating these into visual and communicative elements, possibly with the assistance of a professional designer or branding expert.

What Role Does Digital Media Play in a Nonprofit’s Brand Book?

Digital media is an integral part of a nonprofit’s brand book, outlining how the branding elements should be applied on digital platforms, including websites, social media, and digital marketing materials.

How Can a Nonprofit Ensure Consistency Across Different Channels with a Brand Book?

A brand book provides specific guidelines on how to use branding elements consistently across various channels, including print, digital, and social media, ensuring uniformity in the nonprofit’s public image.

What is the Importance of Typography in a Nonprofit’s Brand Book?

Typography in a brand book is crucial as it helps establish a recognizable and consistent visual identity. It includes guidelines on font styles, sizes, and usage for different types of content.

Can a Brand Book Include Guidelines for Social Media?

Yes, a brand book can and often does include guidelines for social media, covering aspects like profile images, cover photos, post layouts, and the tone of voice to maintain brand consistency online.

How Does a Brand Book Reflect a Nonprofit’s Values and Mission?

A brand book reflects a nonprofit’s values and mission through its visual and verbal elements, ensuring that every aspect of the organization’s communication aligns with its core principles and goals.

What Are the Key Elements of a Nonprofit’s Messaging Guide in a Brand Book?

A messaging guide in a brand book typically includes the nonprofit’s mission statement, key messages, tone of voice, language style, and any phrases or terminology specific to the organization.

Should a Nonprofit’s Brand Book Include Photography and Imagery Guidelines?

Yes, including photography and imagery guidelines ensures visual consistency and that all images used align with the nonprofit’s brand identity and messaging.

How Can Nonprofits Balance Uniqueness and Consistency in Their Brand Book?

Nonprofits can balance uniqueness and consistency by developing unique branding elements that are versatile enough to be applied consistently across various mediums and contexts.

What’s the Role of Color in a Nonprofit’s Brand Book?

Color plays a significant role in a brand book, as it helps in creating a distinctive look and feel. The brand book should outline specific colors (with codes) and guidelines on how to use them.

How Should a Nonprofit Handle Rebranding in Relation to Its Brand Book?

In case of rebranding, the nonprofit should update its brand book to reflect the new branding elements and ensure that all stakeholders are informed and have access to the new guidelines.

Can a Brand Book Help in Nonprofit Fundraising and Donor Communications?

A brand book can assist in fundraising and donor communications by ensuring that all materials convey a consistent and professional image, enhancing credibility and trust among potential donors.

How Do Nonprofits Ensure Accessibility in Their Branding as per the Brand Book?

Nonprofits should include accessibility guidelines in their brand book, ensuring that all branding elements, such as color contrasts and font sizes, are accessible to people with disabilities.

What is the Impact of a Brand Book on a Nonprofit’s Public Relations Efforts?

A brand book significantly impacts public relations efforts by ensuring that all communications are consistent and reflect the nonprofit’s identity, which helps in building a strong and recognizable public image.

How Can a Nonprofit’s Brand Book Guide Event Branding?

A brand book can guide event branding by providing specific guidelines on how to apply the nonprofit’s visual identity to event materials, signage, presentations, and promotional items.

Can a Brand Book Include Guidelines for Partnerships and Sponsorships?

Yes, a brand book can include guidelines for partnerships and sponsorships, outlining how the nonprofit’s brand should be represented in collaborative efforts and co-branded materials.

How Should Nonprofits Integrate their Brand Book into their Marketing Strategy?

Nonprofits should integrate their brand book into their marketing strategy by using it as a foundational document that guides all marketing materials and campaigns to ensure brand consistency.

What’s the Best Way to Communicate the Brand Book to a Nonprofit’s Staff and Volunteers?

The best way to communicate the brand book to staff and volunteers is through training sessions, providing accessible digital copies, and regularly reinforcing the importance of brand consistency in all communications.

How Can Nonprofits Monitor Compliance with the Brand Book?

Nonprofits can monitor compliance with the brand book by regularly reviewing marketing materials, providing feedback, and ensuring that everyone involved in communication has access to and understands the brand guidelines.

Should a Nonprofit’s Brand Book Address Online and Offline Branding Consistency?

Yes, a nonprofit’s brand book should address both online and offline branding consistency, providing guidelines on how the brand should be represented across various platforms and in different types of media.

How Does a Brand Book Influence a Nonprofit’s Website Design?

A brand book influences a nonprofit’s website design by providing guidelines on the use of logos, color schemes, typography, and the overall style that should be consistent with the organization’s branding.

Can a Brand Book Help in Managing a Nonprofit’s Reputation?

A brand book can help in managing a nonprofit’s reputation by ensuring that all outward-facing materials and communications consistently reflect the organization’s values and professionalism, thereby positively influencing public perception.

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