Our mission is clear: to help our clients define a distinct brand promise to its constituents and create a unique and compelling visual identity (logo) that clearly communicates key aspects of that promise.

Our approach starts with conducting research to better understand your organization, your key audiences’ perception of your identity, as well as the visual identity of organizations that compete for funding and clients. Based on the findings, we define a brand strategy and then find ways to articulate it in your new logo. The new visual identity is the most tangible aspect of this project, but we succeed in our creativity because we have defined a clear picture of your brand.

The impact of each project varies but many clients report these results:

• Stronger brand and positioning that better reflect the organization
• Consistent messaging and communications about the organization to clients, funders, volunteers, etc.
• Increased recognition for your organization
• Solid foundation for future marketing materials and decisions

• Interviews with a range of your key stakeholders
• Audit to evaluate the visual identity and positioning of organizations that compete with your organization for funding and/or clients
• A creative or requirements brief that details your needs and our suggested approach – your brand strategy
• New visual identity for your organization, which reflects your brand strategy
• Extension of visual identity to business papers
• Styleguide for printing and use of the visual identity
• By 'visual identity' we mean the development of a logo. It is expressly out of scope for our Visual Identity & Brand Strategy Service Grants to develop collateral systems. If you need to extend your existing visual identity to print, we suggest that you look at our Brochure and Annual Report Service Grants.

Our Visual Identity & Brand Strategy Service Grant is most likely to be successful under certain circumstances. We recommend you apply if your organization has met the following requirements:

• An effective organization name (otherwise, our Key Messages & Brand Strategy Service Grant may be a better place to start)
• A current and complete Strategic Plan
• An Executive Director and Board of Directors strongly committed to this project
• Staff that can invest the necessary time to make the project succeed:
  • Executive Director: 10-15 hours total
  • Day-to-Day Contact: 3-5 hours each week
  • Board of Directors Representative: 5-10 hours total

Your Taproot Foundation team will be staffed by marketing experts who have made a personal commitment to strengthening the nonprofit sector. Visit our volunteer roles page for additional information about Marketing volunteer roles.

If this project appeals to your organization and you have the recommended items in place, please review our grant process and criteria, and then apply. If you have questions about the grant or your eligibility, please contact us.