Opinion BY Armin

A Fire Burns for Non-profits

Established in 1980, the Nonprofit Finance Fund (NFF) has been helping non-profit organizations with direct loans as well as consulting services on financial growth and stability. I first became aware of the NFF when one of our clients worked with them to establish a growth prospectus and while designing some materials for our client I couldn’t help but notice what a poor identity for such an important organization the NFF had. This past August, NFF released a new identity, designed by C&G Partners.

Although the old logo appears here with its full name, it’s more common to find the acronym logo floating around by itself, making it unclear what they do — for an organization that’s not clear-cut what they actually do you could say that’s a detriment. One of C&G’s first recommendations was to embrace the full name:

To design the new logo, C&G Partners addressed several key communication challenges. The first task was the name. The seemingly contradictory relationship between “nonprofit” and “finance fund” needed to be addressed and clarified through the design process. Since the full breadth of NFF’s services is not immediately apparent nor universally known, “the new identity needed to establish a link between the organization’s analytical, strategically focused, financial expertise and its warm, humane, aspirational culture and mission,” explained Leslie Sherr, Director of Brand Strategy.

Partner and Brand Identity Practice Lead Steff Geissbuhler responded to this set of dualities through a reconfigured name that alters the emphasis of the words, accompanied by a symbol that speaks to their interconnectedness. The full name — “Nonprofit Finance Fund” — was separated, stacked and aligned flush right, creating a clear distinction between the organization’s main clients — Nonprofits — and its offerings — captured by “Finance Fund.”
— Press Release (on Facebook)

Replacing the clunky NFF logo is an elegant and serious icon that pairs a solid pyramid structure with a subtly organic flame. I’m more of a symmetrical person myself so the first thing that jumped out was that there were five flames to four steps, creating a slight imbalance. But I can see why creating some tension was desired, perhaps to make it less square (not as in the shape but as in the adjective). Call me nostalgic, but it’s nice to see a strong icon that is neither literal nor relying on visual pyrotechnics that, with a little bit of effort from the viewer, one can derive his or her own meanings. But for the record:

A symbol was added to this stacked arrangement that connects two seemingly disparate shapes — a cool, dark gray, pyramid and a soft, warm, undulating flame — which refer to the organization’s expertise and mission. The distinction — and interdependence — between the two sides is reinforced in the new tagline: Where Money Meets Mission. The two-color orange and gray solution is also appropriately modest for a sector that stretches each dollar as far as it will go. The supporting sans serif typeface, Univers, brings consistency across all touch points, including advertising, print and online communications.

Stationery (above) and back of business card detail.

In action, the icon serves as a defining axis whether it is small, as in the web site, or large as in the business card above or the guidelines below. This is a solid execution that works from logo to applications.

DATE: Sep.15.2009CATEGORY: Non-Profit 40 COMMENTS

Bjorn Yeo’s comment is:

It's nice to be reminded that logos, without gradients, drops shadows, shiny tables and fireworks can still look stunning. I love!

On Sep.15.2009 at 10:10 AM

Jose Nieto’s comment is:

One of the better redesigns you've shown here in a long time, Armin. Thoughtful strategy, strong concept, and beautiful execution. It's not groundbreaking, but it's certainly surprising for a financial non-profit. Collateral looks great, too.

On Sep.15.2009 at 10:28 AM

Ian’s comment is:

The Logo isolated is not stunning, and I agree the first thing that catches me is the bottom step just kind of hanging out on the bottom. With that said it does create a nice tension and movement to the mark, If it wasn't there it would be uber generic.

What I love is to see systems built, the mark is the framework. They built a brand not a mark and it can be distinguished.

On Sep.15.2009 at 10:31 AM

felix sockwell’s comment is:

asking viewers to judge "getting it" or "not getting it" isn't appropriate. I saw a grain of wheat initially but after reading the text realized it was probably supposed to be a flame. Did I "get it" in time? The step and flame elements should've been equaled. And though I like the idea, the flame would've been much more graceful had it been rendered with more fluidity.

Still, a vast improvement.

On Sep.15.2009 at 10:36 AM

Nicholas’s comment is:

In my undergrad identity design class, we designed for nonprofits and were graded on two main criteria: 1) that the mark has to be wholly appropriate for the institution. 2) the mark has to work in solid black.

This meets the criteria, and the brand applications also work very well. The contrast between the grey and orange is pitch perfect, and the flame shape actually works as a graphic element. (how many times have you been asked to make the logo "Watermark" on the brochure/letterhead?) One could say Univers is a dull choice, but its the right choice, considering 90% of the people using the logo won't be designers themselves.

Needless to say, this would have gotten an A.

On Sep.15.2009 at 10:41 AM

Glenn Sakamoto’s comment is:

Beautifully done. Form + Content. 'Nuff said.

On Sep.15.2009 at 11:15 AM

Chris M’s comment is:

I think this logo redesign is great! I always lean towards clean, concise logos that use 2 or 3 colors. Execution is great and a strong concept. This is one of those logos I look at and say, "Damn, why didn't I think of that?"

On Sep.15.2009 at 11:29 AM

d_rek’s comment is:

A few months back I was researching financial institutions and niche funds for a client of ours and was pleasantly surprised when I came across the NFF.

There is a nice level of consistency throughout their materials and for an industry that typically is overtly conservative and wrought with conventional imagery it was welcome and refreshing. Great execution!

On Sep.15.2009 at 11:37 AM

Ryan’s comment is:

That seriously looks more like wheat than a flame.

On Sep.15.2009 at 11:39 AM

Phillipine Emerson’s comment is:

The colours, Universe condensed, the applications using giant details of the symbol, all seem very dated to me.

Looks like it was designed in 1992.

On Sep.15.2009 at 11:42 AM

joe’s comment is:

I like the logo, but is a pyramid the best logo for a NP financing company? That makes me thing pyramid scheme.

On Sep.15.2009 at 12:12 PM

olumi_day’s comment is:

One of the best identity redesigns this year, I think.

On Sep.15.2009 at 12:36 PM

Ray’s comment is:

I agree with felix, at first I thought it was either a yellow leaf or a grain of wheat.

I think it certainly is an improvement, and I enjoy the mark's "solidity" and graphic nature, although I don't think it's the most brilliant execution.

I think that the flame half of the mark could've been a bit more elegant, maybe even less geometric/balanced. The scale between the logotype and mark are extreme and don't seem harmonious. The choice of light condensed univers lacks character and strength, it's also overpowered by the mark.

It's overall very dry and could use some soul.

On Sep.15.2009 at 12:39 PM

olumi_day’s comment is:

and so what if it looks more like wheat to a few people, the underlying contrast still succeeds in getting the message across:

dark gray, straight lines, sharp corners / curvy, warm orange shape.

On Sep.15.2009 at 12:40 PM

Mel’s comment is:

I worked on a couple of small design projects for NFF a couple of years ago and I love the look of the new logo. From a conceptual standpoint, the blending of solid structural shapes and organic ones really encompasses what NFF does and who their audience is. It is both professional and organic/approachable all at the same time...

On Sep.15.2009 at 12:55 PM

Aaron Scamihorn’s comment is:

Best Re-Brand in a while. Fantastic! So clean and powerful. Love the lock-ups!

On Sep.15.2009 at 12:55 PM

Dennis Van Staalduinen’s comment is:

I say bravo for this one - both the analysis and the subject. It's especially heartening to see a non-profit abandoning an abbreviation-based identity in favour of actually spelling out their name in full.

The tag is clear and helpful, if a bit blunt-edged and unpoetic. Say it aloud a few times, and you'll find you're giving your lips a workout.

On Sep.15.2009 at 12:57 PM

G*’s comment is:

Great redesign from one of the best studios out there. I'm glad you put it up.

On Sep.15.2009 at 12:59 PM

jarrod’s comment is:

I don't see how you can "not get" this one.

Very well done.

On Sep.15.2009 at 01:01 PM

marnie’s comment is:

I love it. Those colours make me swoon. I didn't know what the shapes represented at first--I thought Christmas tree and autumn leaf and thought it was too environmental--bit I "got" it anyway. The idea that it was bringing two seemingly disparate things together (though I didn't think two kinds of trees were so different).

I think it's lovely and will render beautifully in B&W, which is important for a non-profit.

On Sep.15.2009 at 01:05 PM

Mr Grumpy’s comment is:

Old already.

A symbol teetering on the edge of a wispy lock-up, sigh, haven't we all seen this approach a million times before. And blowing up the logo huge on a brochure cover, come-on!

Sorry, this all feels incredibly dated, dusty and conservative to me.

Not a fan.

On Sep.15.2009 at 01:48 PM

Mattij’s comment is:

Why is everyone so happy with this?

Okay, it is better than the old one.

But also very old, in a boring way.

Solid professional job, nothing exciting.

On Sep.15.2009 at 01:56 PM

NatalieB’s comment is:

At first glance I saw a square stair case on the left and a rounded stair case on the right. The logo isn't blowing me away but I appreciate its simplicity and it's definitely a huge improvement over the old one.

On Sep.15.2009 at 02:42 PM

Ivan’s comment is:

Agreed to Mattij...looks awfully familiar. Although professional work, there's nothing exciting about it. yes, vast improvement when compared to the old "semiconductor" logo, but left alone...kinda faceless.

On Sep.15.2009 at 03:14 PM

Jared Ray Scott Ramey’s comment is:

Yeah, I also saw steps and wheat, and both could equally apply to non-profits. Moving up... Agriculture... etc. This is a strange logo to me because it is very much like something i would produce, from the color selections to the condensed font. It really connects with me personally. Great job by C&G.

On Sep.15.2009 at 04:29 PM

madrabbit’s comment is:

Am I the only one who saw a fir tree catching fire?

Or would only a Californian read it that way?

On Sep.15.2009 at 05:31 PM

beeg’s comment is:

I love identities that use their mark as the primary design element -- it's a very simple trick, and it works almost every time.

On Sep.15.2009 at 05:54 PM

Ben’s comment is:

Not sure about pyramids or flames, all I saw was a pine tree

On Sep.15.2009 at 08:44 PM

JM’s comment is:

Beeg, a symbol as the primary identifier only works if the symbol has ample exposure (target, apple). It needs be seen everywhere, alot, for it to become instantly recognizable. If the symbol just appears on stationary and a brochure, then it risks becoming meaningless. Infact it often becomes redundant because, instead of symbolizing the company name as intended, it overshadows it. Ultimately, one or the other loses out, usually it's the symbol, because companies can not be nameless.

On Sep.15.2009 at 11:08 PM

John Mindiola III’s comment is:

The logo is fine, maybe even good. I'm so bored though with the identity being the logo bigger and abstracted. Have we as designers nothing else to offer?

On Sep.16.2009 at 12:06 AM

Keith’s comment is:

I saw an institutional building on the left (a bank?) and terraced farm fields on the right. Once someone said wheat i saw that too. And a flame. That's what Armin meant when he said the logo was open to each person's meaning. Nicely done.

On Sep.16.2009 at 08:18 AM

Mark’s comment is:

Big improvement, the old one was way outdated.

It's odd looking with the mix match, but I think it works.

I see stairs and a flame.

On Sep.16.2009 at 08:09 PM

Jeremy’s comment is:

Very attractive.

But VERY similar to this:

Granted, it's better done but gosh, it's hard not to think of the chef school when I see it.

On Sep.17.2009 at 09:32 AM

Jen’s comment is:

Well, I *love* how they used it on the collateral with all the interesting crops and bold colours but I just don't love the mark itself. It feels off-balance to me, and I think they should have pushed it a little further than they did.

But overall, I like what they did with it a lot.

On Sep.18.2009 at 01:42 PM

mertz’s comment is:

i love this new logo because it just seems like a complete redesign, and i am a fan of the colour choice (blue-orange instead of blue-yellow), but from what i see by skimming the comments this is supposted to be a flame? a flame? really? i was thinking a leaf, wheat, evergreen leaf, but more because of the lines i was thinking of a heart (especially with the close up mark on the product templates)...but it's a flame. hmmm. i guess the orange makes it fire yeah...if they were doing fire i would say they would need to exaggerate their lines (especially on the right side) more than it is right now cause that is some especially dead fire. i've never seen fire so stiff and lifeless, but then again it is a logo.

On Sep.22.2009 at 01:29 AM

parry’s comment is:

The 90's called they want their logo back.

On Sep.22.2009 at 03:12 PM

Alessandro Mingione’s comment is:

Beautiful identity for a beautiful mark.

On Sep.25.2009 at 07:46 AM

Philadelphia workers compensation lawyer’s comment is:

After reading Jeremy's comment all I can think is chef school. However I think it's a fair redesign and stands by itself as a logo quite well.

On Sep.30.2009 at 11:10 AM

affiliate networking’s comment is:

In it something is. Thanks for the help in this question, I too consider, that the easier the better …

On Jan.02.2010 at 07:27 AM

Earlene Degarmo’s comment is:

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On Feb.01.2010 at 11:45 AM