Brand foundation
Purpose
Help charities stop reconciling data across platforms and know who to call next — with one shared donor record at the centre.
Positioning
CharityCRM is a CRM built for charities by CCMS. It brings donor data from every channel into one record, with volunteers, Gift Aid, beneficiaries and project delivery on the same data — plus AI that answers questions in plain English. It is not a website content tool; it is the system your fundraising and programmes team runs day to day.
Stop reconciling. Start knowing who to call.
Tagline: One record for your whole charity.
Pillars: Connected giving · one donor record · AI insight.
Human
Warm, considerate and grounded in real relationships.
Dependable
Clear, consistent and careful with information.
Empowering
Makes complex work feel manageable.
Hopeful
Focuses on meaningful progress without exaggeration.
Logo direction
Use the CharityCRM wordmark with clear, open letterforms as the primary public brand. Pair it with a simple symbol formed from two overlapping shapes (as on charitycrm.io), suggesting connection and a single shared record. Avoid generic heart, hand and donation-box symbols.
Reserve CCMS for company and legal contexts — copyright, contracts, data processing agreements — not as the marketing wordmark.
The live mark on charitycrm.io is the current reference. This document’s masthead is typographic; final asset packs may still be refined.
Approved colour treatments
- Primary: deep teal on warm white.
- Reversed: white (and gold accent in the symbol) on deep teal.
- Single colour: charcoal for basic print applications.
Space and legibility
- Leave clear space equal to the height of the “C” in CharityCRM.
- Suggested minimum width: 100 px digitally or 25 mm in print. Verify against the final asset pack.
- Never stretch, rotate, add shadows or place over busy photography.
Use the symbol alone only where the CharityCRM name is already established nearby.
Colour palette
Deep teal
#164E4APrimary buttons, headings and brand anchor.
Warm white
#FAF8F3Main backgrounds.
Charcoal
#243331Body text and important information.
Soft sage
#DCE8DFGentle highlights and secondary panels.
Golden yellow
#F2C66DSmall accents and moments of celebration.
White
#FFFFFFCards, forms and text on deep teal.
Keep most screens neutral. Use teal to identify the main action and reserve yellow for occasional emphasis.
Functional colours
Pair status colours with labels or icons. Check contrast in every actual text/background combination; colour choice alone does not guarantee accessibility.
Typography
Primary typeface: Inter · Fallback: Arial, sans-serif
Use one font family to keep the identity consistent and the interface easy to maintain. This self-contained document uses Inter when installed, with Arial as its fallback.
| Element | Suggested size | Weight |
|---|---|---|
| Marketing headline | 40–56 px | 600 |
| Page title | 28–32 px | 600 |
| Section heading | 20–24 px | 600 |
| Body copy | 16 px | 400 |
| Labels and table content | 14–16 px | 400–500 |
| Supporting text | 12–14 px | 400 |
Use sentence case, comfortable line spacing and short paragraphs. Avoid all-capital headings and light-weight text in the product.
Voice and tone
Speak like a capable, considerate colleague. Use plain English and make the next step obvious. Prefer concrete outcomes — call lists, segments, who to contact next — over buzzwords.
Make it clear
Prefer
“Your supporter list is ready.”
Avoid
“Your constituent dataset has been successfully initialised.”
Make it human
Prefer
“Add your first supporter.”
Avoid
“Populate your database.”
Talk about the product
Prefer
“Ask your data who to call next.” · “Matched to one donor record.”
Avoid
“Our CMS platform leverages AI synergies.” · Calling CharityCRM a website builder.
Help people recover
Prefer
“We couldn’t save your changes. Please try again.”
Avoid
“Oops! Something went wrong.”
Celebrate useful progress without treating people as transactions. Describe supporters, volunteers and service users with dignity. Avoid guilt-driven fundraising language, chatbot hype, or claims that the software alone creates social impact. When talking about AI, keep it careful and accurate: it runs on the charity’s data only, is read-only by default, and never trained on or shared with other charities.
Photography and illustration
Show authentic collaboration, community activity and the everyday work of charity teams.
- Choose natural light and relaxed, believable settings.
- Represent people with agency and dignity.
- Obtain appropriate consent for identifiable subjects.
- Avoid staged donation handovers, pity-focused imagery and tokenistic representation.
- Keep illustrations simple, rounded and grounded in the palette.
Use imagery mainly in marketing and onboarding. Keep operational screens focused on the work.
Product design
Layout
Use generous spacing, clear headings and predictable navigation. Build spacing around an 8 px rhythm.
Components
Use gently rounded corners: approximately 8 px for inputs and buttons, and 12 px for cards. Prefer subtle borders to heavy shadows.
Actions
Give each screen one clear primary action. Use specific labels such as “Add supporter”, “Record donation”, “Sync channel” and “Ask your data”.
Forms
Keep labels visible, explain unfamiliar fields and place helpful error messages beside the relevant input.
Data
Make tables easy to scan, with consistent dates, aligned amounts and descriptive column headings. Distinguish missing values from zero. Keep the donor record as the centre of gravity.
Accessibility
Design for keyboard navigation, visible focus, readable contrast and screen readers. Never rely on colour alone to communicate meaning.
Brand in use
All your charity’s data in one place.
Fundraising, donors, volunteers and project delivery on one shared record — with AI that works across all of it.
Your supporter community starts here.
Add your first supporter to keep contact details, conversations and giving history together.
Donation recorded.
Brand check
Every touchpoint should feel clear, caring and dependable. People should understand what they are seeing, what they can do next and why it matters — and that CharityCRM is one record for the whole charity, not another silo to reconcile.