Simple, honest and friendly: that's our look.
A quick guide to CAP’s brand
It’s not just any green, it’s CAP green – has a nice ring to it, don't you think? Make sure you’re getting the correct colour values on your design work by checking our full guidelines.
Green is our friendly way of saying 'come and chat to us – we care', it makes our post for our clients and supporters stand out, but it also communicates our continual growth and energy, both as a charity and what we see in our clients’ lives. We do have secondary colours on the CAP palette that work alongside it – orange, pink and a few blues – but green is still the big boss. It just has a few colourful friends for support now and again.
Using our logo shows the world that you are Christians Against Poverty. It needs to be used in the right way so that others can see CAP the way it’s supposed to be seen – professional and approachable.
The CAP logo should be on the front cover of every piece of CAP communication: web, print, digital – you name it. Distortion or recreation is a big no-no. We know when our logo isn’t quite right (and don’t even think about changing its colour!). Download the right logo here.
The rising 'CAP' letters say what we’re all about: ‘lifting people out of debt and poverty’. That’s what we aim to do and we do our very best to do just that. Our logo is how people recognise us, but it also proudly shows our Christian ethos and motivation through our name. Basically, the CAP logo is simple, honest and friendly, just like us.
Typography is a quiet but important part of a brand identity, but is often taken for granted. We don’t want our fonts swept under the carpet – we want them shouting loud and proud of how great CAP is!
Our primary font for body copy is Gotham Rounded Book at 10pt or 9pt, it's warm and friendly and makes people want to read it. Impact headings are in Jubilat Bold, regular headings are Jubilat Medium Italic and sub-headings and quotes are in Jubilat Regular Italic. If a widely available font is required (for use on documents sent between computers or letters, for example), then Calibri in Regular and Bold weights should be used.
Our brand is much more than a logo, colours and typography; it is everything that goes into making an overall impression of CAP in people’s minds. It is the way people think, feel and respond when they hear or read 'CAP'. The rest of our guidelines are full of handy usage tips, breakdowns, friendly nudges of dos and don'ts. Essentially, everything you need to know about CAP. If you’re thinking of creating something using the CAP brand, be sure to give our guidelines a read here.