Charity Finance Group has rebranded to reflect its commitment to supporting a diverse, vibrant and growing community in a changing world, the membership body has said.
The organisation for charity finance professionals has introduced a new logo and strapline, which it said signified the CFG’s “collective strength”.
It said the strapline, “Leading the way for charity finance”, captured the 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.
Charity Finance Group used new imagery and a refreshed colour palette of brighter pink with the addition of “energetic blue” and “creative green”.
The design agency Steers McGillan Eves worked with the CFG on a nine-month project involving a discovery and consultation phase, redesign, and the production of new visual assets and brand guidelines.
The membership body set out a £10,000 budget which the rebrand fell within, with SME offering to match-fund the CFG’s budget.
“Thanks to SME’s generous support we were able to do a comprehensive refresh that included a three-month long consultation with CFG’s stakeholders, to really get under the skin of our brand,” the charity said in a statement.
“Having worked with us in the past, they could appreciate how we wanted to draw together the disparate elements of our brand into a cohesive identity.”
The rebrand was previewed at CFG’s annual conference in June and the rollout will continue throughout the year with the creation of new digital assets and a new website.
Caron Bradshaw, chief executive of CFG, said the response to the rebrand at the annual conference was overwhelmingly positive.
“After some very challenging years, it projects a renewed energy and confidence for CFG,” she said.
“This refresh also marks a starting point for several ambitious projects that are now under way.
“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.”