7 Nonprofit Branding Examples (and What You Can Learn From Them)

It’s easy to overlook how impactful great branding can be.

When it’s done right, branding molds your perceptions, it shapes your expectations—it even gets to work on your emotions!

Images, symbols, fonts, and colors all affect us in immediate, gut-reaction ways that are difficult to explain. Even once you figure out the effect they have on you and why, it’s hard to shake your initial impression of them.

This might all sound too fancy: like subliminal messaging concocted by big businesses. But nonprofits are no stranger to good branding either. Think of the Salvation Army, St. Jude’s Research Hospital, NPR, or PBS: chances are an image (or even a slogan) might come to mind as you read each name.

Nonprofit organizations work tirelessly for their causes. But smaller nonprofits can have difficulty standing out in a crowded space. With so many organizations competing for attention, donations, and support, a good nonprofit branding strategy can mean the difference between surviving and thriving.

So let’s take a closer look at seven inspiring nonprofit branding examples and case studies. We’ll talk about what they do best and how you can apply their strategy to your own organization to elevate your nonprofit’s impact.

What Is Nonprofit Branding?

Effective nonprofit branding creates a cohesive identity that aligns with your mission statement, resonates with your target audience, and leaves a lasting impression. From color palettes to messaging, every branding element contributes to building brand recognition.

When you’re creating a brand for your nonprofit, the goal is to create a visual, emotional, and experiential identity that communicates what your organization stands for and why it matters. Key elements of nonprofit branding include:

• Your Mission Statement: This clearly communicates the purpose and goals of the organization. It succinctly states who you are and what you do.
• Your Visual Identity: These are elements like your nonprofit logo, color palette, and typography that make up your nonprofit’s look and feel. You can compile all these elements into an easy-to-share style guide your entire team can access.
• Your Messaging: This can feel like a much broader topic, but when it comes to branding, you should think of your messaging in terms of taglines, basic value propositions, and essential stories that connect with your audience.
• Your Brand Guidelines: A brand guide is a set of rules and templates that ensures consistency across social media posts, marketing materials, and other touchpoints.

Nonprofits that excel at branding create a cohesive brand personality that resonates with their stakeholders, beneficiaries, and supporters. It’s about creating a sense of consistency and connection that inspires trust, loyalty, and action.

Why Is Branding Crucial for Nonprofits?

Strong branding enables nonprofits to:

• Attract more attention, donors, and community support.
• Differentiate themselves from other organizations in their sector.
• Build legitimacy and stakeholder trust.
• Create stronger and more consistent messaging.
• Improve fundraising results using cohesive marketing strategies.

7 Outstanding Nonprofit Branding Examples

Let’s take a look at some nonprofits that have put a lot of thought into their branding. These organizations have created identities that elevate their missions, from compelling taglines to thoughtful brand color schemes to user-friendly websites.

Example #1: The American Red Cross

It should come as no surprise that the American Red Cross is particularly astute at branding. The Red Cross symbol from which they take their name is over 150 years old. It was adopted during the First Geneva Convention in 1864 to serve as a clear, distinct sign for medical and humanitarian aid in war zones. The organization has retained this iconic symbol over the years while evolving its messaging and marketing for modern audiences.

Standout Branding Elements:

• The bright, simple, primary color Red Cross logo, which is instantly recognizable worldwide
• Simple yet impactful messaging, such as “Give Blood. Save a Life.”
• Adaptable branding guidelines that allow consistency across regional branches

What you can learn:

• Your branding efforts don’t need to be complicated to be effective.
• Cohesion across touchpoints strengthens brand personality and trust.

Check out this one-page brand identity document for the American Red Cross. Note how it touches on all the dimensions we’ve been discussing: logo, color scheme, typography, tone of voice, and messaging. While clear and straightforward, these kinds of guidelines are the product of long, careful consideration.

Example #2: ChooseU

ChooseU works toward creating economic mobility for historically marginalized communities.  When they partnered with us here at Big Sea, ChooseU had formerly been part of a national nonprofit, Generation USA. They needed a new name and a bold new brand identity to establish their own identity and communicate their mission.

Standout Branding Elements:

• A vibrant, empowering new name and tagline that emphasize clients’ options and agency
• A clean logo combined with a striking color palette to differentiate from competitors
• Easy-to-follow nonprofit branding guidelines for consistency across web design, social media, and offline materials

What You Can Learn:

• A strong rebrand can strategically position your organization for success.
• Clear messaging and visuals help build brand recognition and amplify your most important work.

Example #3: UNICEF

UNICEF effectively communicates its mission of supporting children worldwide with a branding strategy that emphasizes trust and compassion.

Standout Branding Elements:

• A clean color palette dominated by light blue, signaling trust and care
• Social media posts showcasing success stories with compelling visuals
• Consistent, clear messaging in every campaign to make their goals actionable for supporters

What You Can Learn:

• Consistency across all platforms strengthens your brand identity.
• Allow your visuals to do the heavy lifting when connecting emotionally with audiences.

Example #4: American Society for the Prevention of Cruelty to Animals (ASPCA)

The ASPCA is committed to advocating for the welfare of animals and preventing cruelty. Their brand radiates compassion and urgency in addressing animal rights.

Standout Branding Elements:

• A heartfelt color scheme, with orange as a signature color symbolizing warmth and care
• Emotional storytelling through imagery and videos that showcase real rescue stories
• Clear calls-to-action that empower supporters to donate, adopt, or volunteer

What You Can Learn:

• Incorporate emotion-driven content to build strong connections with your audience.
• A bold, recognizable color can become synonymous with your mission.

Example #5: Cove Behavioral Health

Cove Behavioral Health underwent a thoughtful rename with us at Big Sea to better align with its mission of providing accessible mental health services.

Standout Branding Elements:

• A calming color palette and simple, uncluttered typography that reflect their focus on wellness
• Messaging and meaningful partnerships that emphasize accessibility and compassion
• Community-focused marketing materials and local initiatives

What You Can Learn:

• Names matter—invest time into finding one that encapsulates your mission.
• Brand experience is about semantics and visuals—ensure both align.

Example #6: American Heart Association (AHA)

The AHA leads the charge in preventing heart disease and stroke with research, education, and advocacy. Their brand embodies hope for healthier lives.

Standout Branding Elements:

• The iconic red heart logo that symbolizes life, health, and love
• Strong educational campaigns like “Life’s Essential 8” that simplify complex health goals
• Trusted partnerships with medical professionals and community organizations

What You Can Learn:

• A memorable logo can serve as a powerful symbol for your cause.
• Simplify your messaging to make health actions accessible to all.

Example #7: National Association for the Advancement of Colored People (NAACP)

The NAACP has tirelessly advocated for civil rights and social justice, striving to eliminate race-based discrimination. Their brand narrative reflects resilience and empowerment.

Standout Branding Elements:

• A bold color palette of black, yellow, and red, reflecting strength and visibility
• Historic imagery and messaging that honor the organization’s ongoing legacy
• Strong engagement in policy advocacy and community-focused programs

What You Can Learn:

• Tying your brand to history, a movement, a meaning, etc., can strengthen its credibility and purpose.
• Consistent advocacy and action reinforce trust and stakeholder loyalty.

Get Started with Nonprofit Branding

These nonprofit branding examples illustrate the importance of consistent messaging, emotion-driven design, and actionable outreach. Strong branding allows nonprofits to amplify their missions while connecting meaningfully with stakeholders, donors, and partners.

If your nonprofit needs help refining its branding strategy, designing impactful marketing materials, or navigating a complete rebrand, Big Sea can help. Our team has the expertise to create a strong nonprofit brand that leaves an unforgettable impression.

Contact us today to start building a brand that inspires.

FAQs about Nonprofit Branding

How Do You Create a Nonprofit Logo?

Creating a nonprofit logo involves understanding your organization’s mission, values, and target audience. Start by brainstorming designs that reflect your cause and resonate emotionally with your audience. Choose symbols, colors, and typefaces that align with your mission and ensure the logo is simple, memorable, and versatile across various mediums. (That last one is critical: you need to think about how this image will appear on letterhead, on a website, on the side of a truck, on a cardboard box – the use cases can be endless depending on your organization.) Consider hiring a professional designer or working with a nonprofit branding agency for a polished result.

Do Nonprofits Have Slogans?

Yes, nonprofits often use slogans to encapsulate their mission and inspire action. A great motto is short, impactful, and aligned with your organization’s purpose and messaging. For example, it might emphasize hope, change, or community. This helps your audience quickly understand what your nonprofit stands for. Crafting a memorable and meaningful slogan also strengthens emotional connections with your stakeholders.

Do I Need to Trademark My Nonprofit Name?

While trademarking your nonprofit name is not legally required, doing so is highly recommended. Trademarking protects your organization’s identity and prevents others from using a similar name or brand that could cause confusion. It ensures that your nonprofit’s name remains unique and protects your reputation and legal standing as you grow. Consult an intellectual property attorney or specialist to effectively guide you through the trademarking process.