The Centre for Volunteering's Brand
We've evolved and turned our vision into a compelling brand
A new brand strategy and visual identityEven in the early days during the 1970s and 1980s, our organisation has taken branding seriously when communicating the message of volunteering and participation to the public, members and stakeholders.
A good brand is part of our history
In fact, the now global symbol for volunteering came from Volunteering
NSW. This red V-symbol emerged during the 1970s and was designed by Tony
Lunn, founding partner of the acclaimed advertising company Lunn Dyer
Group. The V-symbol is also used by volunteer
centres
from New Zealand to France and beyond.
Evolving to meet today's challenges
In the meantime, we've evolved to reflect the contemporary world in which we operate and to reflect our aims for the future - to promote and support volunteering and community participation or 'ignite community spirit'!The re-design process began in February 2004 following research which indicated a desire from members and stakeholders for a clearer identity. The Centre for Volunteering umbrella name was proposed for the organisation as a simpler way to encompass Volunteering NSW and the School of Volunteer Management - its strong sub-brands.
The
new visual identity
The flames are reminiscent of the company's look during the 1990s and
represent the dynamic nature of communities and individuals working together
to build community spirit, participation and positive social outcomes.
The three colours symbolise the three core areas of the organisation, with Volunteering NSW as the state-wide peak body.
Our tag-line is consistent with what we do, and during research this was endorsed by members, staff and stakeholders for continued use.
The vertical layout of the master brand distinguishes it from the two sub-brands and the corporate colours have changed from orange and blue to a contemporary mix of navy, vivid green and aubergine, in order to recognise our broad range of customers and stakeholders. These include: young volunteers through to active retirees; established and new charities; not-for-profit members; large government bodies and corporations through to small community groups.
