Brand foundation
Purpose
Help charities build lasting relationships with the people who make their work possible.
Positioning
CCMS (Charity Central Management System) is a clear, approachable CRM that brings supporter relationships, fundraising and everyday administration together, giving charity teams more time for their mission.
Less administration. More connection.
Tagline: People at the heart of your mission.
Human
Warm, considerate and grounded in real relationships.
Dependable
Clear, consistent and careful with information.
Empowering
Makes complex work feel manageable.
Hopeful
Focuses on meaningful progress without exaggeration.
Logo direction
Use an uppercase CCMS wordmark with clear, open letterforms. Pair the acronym with the full name, Charity Central Management System, on first introduction and wherever space allows. Pair it with a simple symbol formed from two connected shapes, suggesting people working together. Avoid generic heart, hand and donation-box symbols.
The masthead in this document is a typographic placeholder; the final logo and symbol are still to be designed.
Approved colour treatments
- Primary: deep teal on warm white.
- Reversed: white on deep teal.
- Single colour: charcoal for basic print applications.
Space and legibility
- Leave clear space equal to the height of the “C”.
- Suggested minimum width: 100 px digitally or 25 mm in print. Verify once the logo is designed.
- Never stretch, rotate, add shadows or place over busy photography.
Use the symbol alone only where the full brand name is already established.
Colour palette
Deep teal
#164E4APrimary buttons, headings and brand anchor.
Warm white
#FAF8F3Main backgrounds.
Charcoal
#243331Body text and important information.
Soft sage
#DCE8DFGentle highlights and secondary panels.
Golden yellow
#F2C66DSmall accents and moments of celebration.
White
#FFFFFFCards, forms and text on deep teal.
Keep most screens neutral. Use teal to identify the main action and reserve yellow for occasional emphasis.
Functional colours
Pair status colours with labels or icons. Check contrast in every actual text/background combination; colour choice alone does not guarantee accessibility.
Typography
Primary typeface: Inter · Fallback: Arial, sans-serif
Use one font family to keep the identity consistent and the interface easy to maintain. This self-contained document uses Inter when installed, with Arial as its fallback.
| Element | Suggested size | Weight |
|---|---|---|
| Marketing headline | 40–56 px | 600 |
| Page title | 28–32 px | 600 |
| Section heading | 20–24 px | 600 |
| Body copy | 16 px | 400 |
| Labels and table content | 14–16 px | 400–500 |
| Supporting text | 12–14 px | 400 |
Use sentence case, comfortable line spacing and short paragraphs. Avoid all-capital headings and light-weight text in the product.
Voice and tone
Speak like a capable, considerate colleague. Use plain English and make the next step obvious.
Make it clear
Prefer
“Your supporter list is ready.”
Avoid
“Your constituent dataset has been successfully initialised.”
Make it human
Prefer
“Add your first supporter.”
Avoid
“Populate your database.”
Help people recover
Prefer
“We couldn’t save your changes. Please try again.”
Avoid
“Oops! Something went wrong.”
Celebrate useful progress without treating people as transactions. Describe supporters, volunteers and service users with dignity. Avoid guilt-driven fundraising language or claims that the software alone creates social impact.
Photography and illustration
Show authentic collaboration, community activity and the everyday work of charity teams.
- Choose natural light and relaxed, believable settings.
- Represent people with agency and dignity.
- Obtain appropriate consent for identifiable subjects.
- Avoid staged donation handovers, pity-focused imagery and tokenistic representation.
- Keep illustrations simple, rounded and grounded in the palette.
Use imagery mainly in marketing and onboarding. Keep operational screens focused on the work.
Product design
Layout
Use generous spacing, clear headings and predictable navigation. Build spacing around an 8 px rhythm.
Components
Use gently rounded corners: approximately 8 px for inputs and buttons, and 12 px for cards. Prefer subtle borders to heavy shadows.
Actions
Give each screen one clear primary action. Use specific labels such as “Add supporter”, “Record donation” and “Create campaign”.
Forms
Keep labels visible, explain unfamiliar fields and place helpful error messages beside the relevant input.
Data
Make tables easy to scan, with consistent dates, aligned amounts and descriptive column headings. Distinguish missing values from zero.
Accessibility
Design for keyboard navigation, visible focus, readable contrast and screen readers. Never rely on colour alone to communicate meaning.
Brand in use
More time for the people behind your mission.
Bring your supporters, donations and campaigns together in one clear workspace, so your team can focus on building lasting relationships.
Your supporter community starts here.
Add your first supporter to keep contact details, conversations and giving history together.
Donation recorded.
Brand check
Every touchpoint should feel clear, caring and dependable. People should understand what they are seeing, what they can do next and why it matters.