Our brand

Young male smiling at the camera wearing a red hoodie.
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, and 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.

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’s 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 Nunito Regular at 11pt. It’s warm and friendly and makes people want to read it. This is a Google Font which is freely available on the Google Fonts website. Impact headings are in Nunito Extra Bold, regular headings are Nunito Bold Italic, and subheadings are in Nunito SemiBold. For those with access to Adobe software then Jubilat can also be used. Please see the brand guidelines for how to use these fonts effectively.

[Download Nunito font pack: https://fonts.google.com/specimen/Nunito]

Tone of voice and house style

Our brand isn’t just about the way it looks; it’s also about the way it sounds. In all of our written communications – whether it’s a letter to a client, a banner at an exhibition or a supporter appeal – we want our voice to showcase the simplicity, honesty, friendliness and professionalism that CAP is all about.

To do this, we follow our own tone of voice guide. We also have a house style guide to ensure consistency in the choices we make around grammar and formatting – another important way to build trust in the person reading our written communications.

Our brand is much more than a logo, colours, typography and tone of voice; 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.