The Charity Finance Group (CFG) has refreshed its branding including a new logo and other visuals.
CFG said the brand refresh, for which it budgeted £10,000, would be the starting point for “several ambitious projects that are now underway”.
These include an overhaul of the membership organisation’s finance system this year and the digitisation of its finance journey development tool in 2025.
‘More inclusive visual identity’
CFG told Civil Society that the rebranding process ran for nine months, involving a consultation phase, redesign and soft rollout at its annual conference last month.
It worked with design agency Steers McGillan Eves to capture its “core values and community strength, translating these into a bolder, more inclusive visual identity”.
Its new logo has a complete circle and central initials and a new strapline – “leading the way for charity finance”.
CFG said its new imagery “draws on familiar data and finance imagery whilst spotlighting CFG’s diverse community – emphasising that people are at the heart of all we do”.
It said the colour palette, with a brighter pink and colours including energetic blue and creative green, “reflects the vibrancy” of CFG’s membership and conveys a commitment to innovation and growth.
CFG also published a 41-page brand guidelines document which sets out its mission and how to use the new assets.
“This exciting evolution reflects CFG’s commitment to supporting a diverse, vibrant and growing community in a changing world,” the charity said.
‘Renewed energy and confidence’
Caron Bradshaw, chief executive of CFG, said the refreshed branding “projects a renewed energy and confidence” for her organisation, “after some very challenging years”.
“People are at the heart of everything we do and by ensuring we’re getting the basics right we will be able to deliver more of the services and products our communities, especially our members, love.
“It will also help us to reach many more people, inspiring financial leadership right across the UK.”
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