Our brand

We cannot accept a society where poverty exists. So we take action. We want people to come on that journey with us and our brand is a part of that. Our logo, colours, typography and tone of voice tell people who we are and what we do. 

We want people across the UK to see any of our communications and know instantly that we’re experts in debt management, determined to end UK poverty, full of compassion to help people and work collaboratively with the finance industry, government, our supporters and an incredible network of churches right across the UK.

The CAP logo should be on the front cover of every piece of CAP communication: web, print, digital – you name it. It needs to be used in the right way so it’s immediately recognisable. We want people to feel the same trust they do when they speak to a CAP staff member when they see our logo.

Our logo is one of the key ways people recognise us, and proudly shows our Christian ethos and motivation through our name. 

Some logo dos and don’ts

• Do not stretch or distort
• Do not outline
• Do not rotate
• Do not crop
• Do keep all the colours the same
• Do keep the shape the same
• Do use the minimum size guides
• Do use the correct contrast with the background
  

Colour is a powerful means of identification. Clear and consistent use of our colour palette will help build visibility, recognition and trust in CAP.

CAP Green and CAP Navy are our core colours. CAP Green is our primary identifier and should appear on all our communications. CAP Navy complements our green and creates contrast and vibrancy.

Make sure you’re using the correct colours for print and digital.

Our primary typeface is Nunito Sans. It’s modern, highly legible and highly versitile. It can be big and bold or calm and comforting. Use Nunito Sans for all types of brand communications where possible. 

Nunito Sans is a free Google font, already available in Google Docs, Sheets and Slides.