Albion rebrands JustGiving

Albion has rebranded online fundraising organisation JustGiving, developing an identity system built from on online icons.

Range of button icons
JustGiving identity

Over JustGiving’s ten-year history it has grown from an online fundraising page into a platform for other kinds of giving, according to Albion head of design Mike Reid.

The consultancy was appointed last year to look at strategic work before the brief was expanded to include a full rebrand.

Reid says Albion started from ‘a non-conventional and digitally native angle’ and first created a suite of JustGiving donation buttons ‘that would be used globally, become iconic and become simple to recognize at key opportunities for giving’.

Range of button icons
Button icons

The buttons, led by a G icon, will sit on web sites, blogs, mobiles, Facebook or emails asking for donations.

Range of button icons
Range of button icons

Reid says the identity system and logo then developed from this.

On other communications the G becomes ‘a window into the world of giving to build narrative’ around different fundraising stories illustrated with photography, Reid says.

Range of button icons
G used as device on campaigns

A set of illustrated Gs can be used for merchandising and corporate purposes. They represent collaboration, positivity, compassion and progress  – ‘JustGiving’s broader strategic themes,’ says Reid.

Range of button icons
G icons used for merchadising and corporate purposes

‘A bold and lively tone of voice’ has been set, says Reid who has designed the identity system with ‘future growth’ across new business and new audiences in mind.  

Range of button icons
JustGiving tote bag

Range of button icons
JustGiving print and digital collateral

Range of button icons
JustGiving website and digital collateral

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  • Michael Masade November 30, -0001 at 12:00 am

    This new identity makes sense. Clean, simple and transferable across the board. Love it.

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