Do you think it’s necessary to create an event theme logo or event brand when doing nonprofit fundraising events? Does it help gain recognition or make the experience – and the sponsor and fundraising cause – more memorable?

Event branding is not limited to designing a theme logo around a specific event or series of events. Event branding can have many layers, and some can be very visible. Others are very discreet but can pack a powerful marketing brand awareness punch with consumers, suppliers, in-house staff and the world at large.

Creating a themed event brand logo serves many purposes. It can be used to help build anticipation for the upcoming event, starting with the arrival of the very first announcement/invitation. The invitation can help set the tone of the event; when designed and packaged properly, it becomes the first item people will reach for and read. The event brand logo serves as a visual means for your invitation to stand out from the sheer volume of material people receive in their inboxes and through the mail – much of which is deleted or discarded without being opened.

If the event brand is carried through from launch/invitation to onsite decor, print and promotion materials, awards, and take home gift bags, it can be used (with discretion) for ongoing promotional advertising, thereby promoting your cause and your sponsors year round. For example, one nonprofit organization has successfully used t-shirts with their event logo – sold at the event – as an add-on fundraising item and to market their event on an ongoing basis. The theme logo design they use on the front of their invitations is used as the artwork for the t-shirts.

Each year, the t-shirts reflect the current theme with the year clearly marked on them. The lead sponsor’s logo appears discreetly, but still very noticeable on one of the sleeves. The t-shirts have now become collector’s items sought after by guests. Knowing this, the nonprofit takes great care in creating an event brand logo each year that has eye appeal and promotes their organization.

The important thing to remember is that lead sponsors can change from year to year, so if you are looking to design an event logo that represents your fundraising event you have to look at it from several perspectives. How does it stand on its own and how well will it showcase or incorporate a lead sponsor’s logo or company name?

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For paid professional event planning consulting – event design, site selection critique, venue and supplier contract review, budget analysis, strategic planning, event logistical and timing requirements, and on-site orchestration – contact Judy directly at Judy Allen Productions.

Advice and recommendations are based on limited information provided and should be used as a guideline only. Neither the author nor CharityVillage.com make any warranty, express or implied, or assume any legal liability for accuracy, completeness, or usefulness of any information provided in whole or in part within this article.