Charity Finance Group (CFG), the UK’s leading membership organisation for charity finance professionals, is delighted to announce a refresh of its brand identity.
This exciting evolution reflects CFG’s commitment to supporting a diverse, vibrant and growing community in a changing world.
Key highlights of the brand refresh include a:
- bolder logo and strapline – The new logo, with its complete circle and central initials, signifies CFG’s collective strength. The new strapline – ‘Leading the way for charity finance’ – captures CFG’s mission to be the leading voice and go-to body for charity finance, empowering all charitable organisations to grow their impact through excellent financial leadership.
- strong visual identity – 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.
- new colour palette – with a brighter pink and the addition of new colours, including energetic blue and creative green, the new colour palette reflects the vibrancy of its membership and conveys CFG’s commitment to innovation and growth.
- brand guidelines document – this 41-page guidance document sets out CFG’s brand, mission and how to use our new brand assets.
Design agency Steers McGillan Eves worked with CFG to capture the charity’s core values and community strength, translating these into a bolder, more inclusive visual identity.
In June, attendees of CFG’s Annual Conference were treated to a sneak preview of the new visual identity and logo across banners, screens and other visual materials. Rollout of the new branding will continue throughout 2024, with the creation of new digital assets and eventually a new website.
Caron Bradshaw, CEO, CFG commented: “It was fantastic to see the refreshed branding at our annual conference and the response was overwhelmingly positive. After some very challenging years, it projects a renewed energy and confidence for CFG. This refresh also marks a starting point for several ambitious projects that are now under way.”
Future projects include an overhaul of CFG’s finance system in 2024, and the digitisation of The Finance Journey development tool in 2025.
Caron added: “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.”
Talking about the background to the project, Emma Abbott, Communications Manager, CFG, said:
“Many charities have had to think much harder in the past few years about what they offer to their communities and how they connect and communicate with them. This was the right time for us to ask our members, supporters and other stakeholders about their perceptions of CFG and what they valued most about us.
“The message that came through loud and clear during the consultation phase was that our community really values CFG taking a bold lead on the charity finance issues that matter to them. They want us to continue being an effective voice on their behalf.
“This was our starting point for the brand refresh and we’re delighted to be launching CFG’s brand guidelines along with our new-look logo and visuals.”
Mark Armstrong, Marketing Manager, CFG, commented:
“It was a great process to be involved with and gave us the perfect opportunity to connect with a wide group of members and beyond to truly gather their opinions on CFG and how it has changed over the years. Our design agency Steers McGillan Eve were great partners in this, helping to deliver a brand evolution that feels personal and unique – and takes us into 2025 and beyond.”
Download CFG’s Brand Guidelines 2024