Mood

When you write, the mood is how you make your reader feel about your topic. Do you want them to feel romantic? Do you want them to laugh?

RELAXED, ASSURED, AND INTRIGUED

American Philanthropic woos its audience by imparting a mood that’s calm, assuring… but crackling with intrigue and interest.

Those reading, listening, or conversing with team members will feel calmed and welcomed, and they’ll know right off the bat that they’ve come to the right place. They’ll sense intelligence, warmth, wisdom, attentiveness. They’re in good hands… and that’s assuring.

But after quickly sensing a wealth of experience, and seeing superb metrics and practical steps that make sense for their nonprofit, they’ll be hooked.

With solid data, sage advice and a warm handshake from some of the most talented, experienced people in nonprofit consultancy, American Philanthropic’s clients will feel assured and confident. They’ll be delighted in knowing that they’ve got the best guide they could possibly have.

In many cases, American Philanthropic’s history, experience, and unique appreciation of western tradition will pique their client’s interest, intrigue them, and give them a taste of something they’d like to know more about.

American Philanthropic stands for values that don’t always run with the herd… especially when major companies and institutions all over are embracing polarizing political stances as a way to simply run with the herd.

Colors

Typography

Icons

Photo Guidelines

Logo STANDARD

Logo WITH TAGLINE

Over Dark USE LIGHT BRAND COLORS

Monogram

OVER LIGHT OR DARK

Minimum Width

STANDARD: .75 INCH WITH TAGLINE: 1 INCH

Minimum Clearance ONE “P” IN ALL DIRECTIONS

Logo Restrictions

DO NOT ALTER PROP ORTIONS, COLORIZE WITH OFF-BRAND COLORS, USE WITH LOW CONTRAST, ADD A DROP SHADOW, OR ATTEMPT TO RE-CREATE

Pattern

Use to give open space or background colors more depth and interest

Note: To achieve this look in InDesign, place vector AmPhil Oak Tree, choose fill color, then direct-select tree and adjust “Inner Shadow” effect settings as needed. Lower tree opacity to achieve desired look.