Let’s begin with what makes up your organization’s brand: your voice/tone, typography, color palette, logo, and at the heart of your brand, your “why” aka your mission statement.

What is your organization’s voice and tone? This means, if our organization was a person, how would we talk and interact with others (our clients)? Are we outgoing and chatty or are we professional and informational? Why do we do what we do? Use the answer to guide your voice/tone and ultimately your logos, typography, and color palette.

Having a couple of logo designs that vary a little, but overall have the same look is a great place to start. Next up is your fonts and colors. These could be taken from the logo itself. Have at least 2-3 different types of fonts, one serif and a sans serif, is ideal. The color palette should be 3-5 different colors with at least 1 primary, 1 secondary, and 1 accent color.

Remember, this can all come back to your “why”, so don’t forget to keep the question, “Why do we do what we do?” at the center of your brand.