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Lauren Atherton
You want a logo that works — one that looks good everywhere, not just on your website.
Over the past two years, I’ve done 50+ nonprofit logo audits, and there’s one mistake I see over and over again: Using the exact same logo everywhere.
It’s not your fault! Most nonprofit logos weren’t designed to be used everywhere, but now they can be.
There is a better way to design a logo that’s recognizable, flexible, and still totally “you.”
In this post, I’ll walk you through the modular logo design approach we use in The Brand Level-Up, a 90-day brand transformation for growing nonprofits. It’s the exact approach that helps our clients walk away with logos they actually enjoy using and that their supporters recognize instantly.
Curious what this looks like and how you can start thinking about your own logo differently?
Let’s jump in.
Why modular logo design matters for nonprofits
Modular logo design is a key part of Phase 1 inside The Brand Level-Up — my done-for-you branding service for nonprofits ready to refresh their branding and confidently show up online.
Here’s what we know: A great logo is the starting point for a cohesive, professional-looking brand. It shouldn’t hold you back. It should work for you.
In this post, I’ll walk you through our 3-part approach to logo design, so you can better understand how to spot what’s not working in your current logo — and how to fix it.
Step 1: Assess your current logo
Before we redesign anything, we look at what you already have.
Let’s be clear: Not everything in your current logo is broken. In fact, the best rebrands build on what’s already working.
Here are a few of the key questions I ask as I look at your logo:
- Does your logo work in one color (black or white)?
- Is it readable when it’s small (like on your Instagram profile)?
- Is it balanced? Try drawing a rectangle around it — does it feel centered and even?
- Are the fonts readable? Script and calligraphy fonts might look fancy, but they don’t always read well.
- Is any text curved or placed in a shape? That’s a big readability red flag!
This first step helps us identify what elements are unique and can evolve, what’s not working and needs to change, and how to start picturing how your logo could be better.
And if you’re not sure where to start, a free logo audit is a great way to get professional feedback quickly! Sign up here, I’ll review your logo and send you feedback in 2 business days.
Step 2: Create your icon and text as separate elements
Here’s where modular magic really begins. We break your logo into 3 main pieces:
- Your icon or symbol
- Your wordmark (nonprofit name in text)
- Your tagline (to help describe your mission or give your name more context)
From there, we build different versions of your logo using these pieces in different arrangements — like:
- Stacked format – icon above your nonprofit name
- Horizontal format – icon to the left of the wordmark
- Full logo – icon, name, and tagline together
You don’t need to use the exact same logo version on everything. In fact, the best brands don’t.
A modular approach gives you flexibility without sacrificing consistency. It helps your brand look clean and intentional across every touchpoint – from business cards and social media graphics to your donation page.
Step 3: Export several logo versions
Let’s be honest. Most nonprofit teams are trying to do a lot with very little. You don’t have time to mess around with logo file types or figure out why your PNG looks fuzzy on your website.
That’s why, as part of The Brand Level-Up, we package up every version of your new logo in every format you need. Here’s what you’ll get:
- EPS – crisp vector for high-quality printing (signs, t-shirts, banners)
- SVG – scalable, editable file perfect for web use and Canva
- JPG – flat image with a white background, great for email signatures or Word documents that are printed on white paper.
- PNG – transparent background, ideal for layering on photos or colored backgrounds
💡Pro tip: Upload your SVG logo file to Canva, and you can change the colors directly in your design! So you don’t have to upload ALL the versions of your logo.
Most nonprofits are trying to do everything with one JPG logo. But your mission deserves better than that. With the right file types and a modular design, your logo finally becomes an asset not a hurdle.
What this looks like in real life: Camp Cocker Rescue
When I first presented Camp Cocker Rescue’s new logo to Cathy, she said:
“Wait, aren’t we supposed to use the same logo on everything and everywhere?!”
Totally fair question. Up until that point, Cathy had only ever had one locked-up logo version — and that’s what she’d been using for everything.
But now? She has a modular brand that gives her tons of flexibility without sacrificing brand consistency.
She can:
- Use Violet (her sweet mascot!) by herself in her social media profile picture
- Use her wordmark solo on her website
- Layer her icon in the corner of marketing materials without it feeling random
It’s all part of one cohesive logo family that’s built to work together or on their own.
One of my favorite uses? Her nonprofit’s letterhead, where the wordmark sits beautifully at the top of the page and Violet’s icon is used as a subtle, elegant watermark.
The result is a Companion brand that feels polished, thoughtful, and fun to use.
But wait…how will people recognize us if we’re using different logos?
Although the average American is very brand savvy, people don’t see the same logo on everything and think, “Wow, what great consistency!” They assign meaning to your logo based on how they experience your brand overall — your mission, your message, and your personality.
That’s why I believe your branding should be a living, flexible thing — something that inspires creativity, not restricts it.
When your logo is designed with a modular approach, it gives you more options without sacrificing consistency. No more awkwardly squeezing one locked-up version into every space. Instead, you can confidently choose the format that fits the moment — and still feel completely on-brand.
Of course, your logo is also one of the hardest parts of your brand to update. It’s so visible, and your team may feel hesitant to make a change.
That’s why I offer a Free Logo Audit to help nonprofit leaders (just like you) get objective, expert feedback that you can bring to your team. Sometimes, that outside perspective is all it takes to finally make a change.
Here’s how it works:
- Fill out this short form with your contact info and a link to your website or logo
- I’ll personally review your logo and send you a Loom video with my thoughts
- In just 2 business days, you’ll have tips you can act on (with or without me!)
Lauren Atherton
Free Logo Review
Not sure if your logo’s really working for you? Get quick, expert feedback that shows you exactly what to fix.
Related Resources
Mastering Nonprofit Photography: Pro Tips
Canva Fonts: Accessible & Stylish Choices for Nonprofits
