Personalize the Giving Tuesday Logo: Simple Modifications to Fit Your Nonprofit’s Branding
-
Lauren Atherton
Whether Giving Tuesday amps you up or fuels uncontrollable angst—this time of year marks a significant shift in the tide, from the slowness of summer to end of year. As a fundraiser or marketer, your inbox is probably full of tips and best practices for this single day of giving, but I want to present some tips on how your campaign can extend beyond donations and help boost your brand long term.
The assets you create for Giving Tuesday don’t have to be disposable, one-and-done designs. Your nonprofit can invest in a submark or design system that can live on for several years and become a beloved campaign that also extends to year-end. For full disclosure: I don’t design campaign branding very often, but for the few clients I’ve worked with, we always make sure the campaign logo and design concepts have enough flexibility to also be used for year-end. Make your graphics work harder for your team!
Central to every Giving Tuesday campaign is the logo—a simple yet iconic symbol that has helped define the brand over the years and has become a recognizable signal to let donors know their favorite nonprofits are participating.
In this article, we’ll take a look at the history of the Giving Tuesday logo, explore the design guidelines, and consider whether creating a custom submark for your nonprofit makes sense.
Background of the Giving Tuesday Logo
The official Giving Tuesday logo has remained largely consistent in its design, a symbol of unity and giving that resonates with a wide range of organizations and individuals. Since it launched in 2012, the icon has evolved slightly to remain visually appealing and adaptable to new platforms, but the core elements—the heart and the intertwined lines—have remained unchanged.
The simplicity of the logo allows it to transcend cultural and organizational boundaries, becoming a versatile symbol that nonprofits of all kinds can use to promote their Giving Tuesday campaigns.
What I love most about the Giving Tuesday brand is that they actually encourage nonprofits to create their own version of the Giving Tuesday icon and graphics. On the Giving Tuesday website you’ll see two important file types that you can download:
- PNG (Portable Network Graphic): A flat, transparent image file that can be placed on your website or in graphics but ultimately is not editable.
- Download Art File / EPS (Encapsulated PostScript): A standard vector file that can be scaled to any size and edited with Adobe Illustrator. If you’re looking to make a submark for your nonprofit, this is the file type you want to download!
There are also several color variations and “lockups” of the logo that you can download, but for most nonprofits I’d recommend starting with the red and blue logo on a white background.
What font is the Giving Tuesday logo?
The official Giving Tuesday logo uses the font “Museo Sans,” a clean, modern sans-serif typeface that can be synced with Adobe Fonts. Museo is an accessible font with a modern aesthetic, allowing the Giving Tuesday logo to appear professional yet approachable across a variety of formats and languages.
If you’re creating materials that incorporate the Giving Tuesday logo or are developing your own campaign assets, using fonts that complement Museo Sans can help your graphics feel cohesive. However, you can also use the Giving Tuesday heart icon and stick to their own brand fonts since the branding is very flexible.
Should you make your own Giving Tuesday submark?
One question that many nonprofits face when preparing for Giving Tuesday is whether to create their own logo variation, or submark, for the campaign.
Here are a few tips to help you decide whether to create a submark:
- Stick to guidelines: Follow the official rules for logo use, which ensure the symbol remains recognizable and effective.
- Maintain simplicity: Even if you add custom elements, keep the design simple and cohesive with your overall branding.
- Consider a campaign name: If you want to distinguish your Giving Tuesday campaign, consider creating a campaign name (like “Hope for the Future”) and incorporating the Giving Tuesday logo into your own theme.
How to make your own version of the Giving Tuesday logo
Although you can’t modify the core Giving Tuesday heart icon (otherwise, the logo would become unrecognizable), there are creative ways to make it fit seamlessly with your organization’s brand.
Here are some tips to help you integrate the Giving Tuesday logo while maintaining your nonprofit’s unique visual identity:
1. Use Complementary Colors
The Giving Tuesday logo is available in different color variations, but you can also place it against a background that uses your nonprofit’s branding colors. This is a great way to ensure the logo stands out while blending harmoniously with the rest of your campaign materials. Make sure the contrast between the logo and background is high enough to keep the logo legible and impactful.
For example, if your brand uses a color palette of blue and white, you can place the Giving Tuesday logo against a blue background, making the heart symbol pop while maintaining visual consistency with your other campaign materials.
2. Add Your Own Branding Elements
Another effective way to customize the logo without breaking guidelines is to incorporate your own design elements around it. For instance, you could add a branded border, overlay your organization’s tagline, or use thematic images related to your campaign. This lets you maintain the integrity of the official logo while tying it into your organization’s story.
3. Incorporate the Logo in Different Campaign Materials
You can use the Giving Tuesday logo across a wide range of formats, including:
- Social media graphics: Add the logo to your social media posts alongside your organization’s name and messaging. Be sure to use platform-appropriate dimensions for optimal display on Facebook, Instagram, or Twitter.
- Email headers: Include the logo in your Giving Tuesday email campaigns, using your own fonts and colors to complement the design.
- Website banners: Use the logo in website banners and pop-ups leading up to Giving Tuesday, making sure it fits naturally within your site’s overall design.
4. Keep It Consistent
Consistency is key when integrating the Giving Tuesday logo into your materials. Make sure you’re using the same color variation, placement, and size guidelines across all platforms. Consistency builds brand recognition and helps create a cohesive campaign experience for your donors.
Go ahead and put your spin on it!
The Giving Tuesday logo is a powerful symbol that has become synonymous with global generosity. While the official guidelines limit modifications to the core design, there are many ways you can creatively incorporate the logo into your nonprofit’s Giving Tuesday campaign. By using complementary colors, adding your own branding elements, and maintaining consistency across platforms, you can align the Giving Tuesday logo with your nonprofit’s identity while still adhering to the movement’s guidelines.
Whether you decide to use the official logo as-is or enhance it with custom design elements, the goal is to create a unified, recognizable campaign that resonates with your audience and encourages them to give generously. Remember, it’s not just about one day—it’s about using Giving Tuesday to build lasting connections and impact for your organization’s mission.
Lauren Atherton
Discover your *magnetic* brand personality
Related Resources
For more insights on brand strategy and marketing, explore these articles:
Fundraising for Nonprofits: Why Your Branding Strategy IS Your Donor Acquisition Strategy
50 Fresh & Easy Fundraising Tips: A Free Guide for Nonprofits
