A Message from the CEO

I’m proud to share our dynamic new Opportunity International logo with you. Our new look represents the Opportunity International global brand and highlights our renewed, unified commitment to finding new and better ways to help clients work their way out of poverty, transform their lives and strengthen their families and communities. Our new logo conveys a visual identity that is recognizable, modern, innovative and bold. It symbolizes our work around the world, the cycle of investment and re-investment, and the people we serve. Its vibrant colors represent the diversity of the communities and cultures we serve. The open circle reinforces the inclusive nature of our services, our clients’ forward momentum and represents Opportunity International, together with you, supporting our clients determined efforts to lift themselves from a live of poverty. The blue ignition point signifies a human figure in forward motion at the start of transformation, as well as an ‘i’ for international.

To create the logo, we conducted donor and employee research to determine how the organization’s brand is perceived around the globe. Simply put, our brand represents a promise to our clients, donors, partners, and other key stakeholders that helps shape their perceptions and expectations. People want to know what we stand for and ensure we are aligned with them in our goals and mission.

See our new dynamic logo and explore our strong new brand by visiting our redesigned website: opportunity.org

Our new look marks an exciting new chapter in the history of Opportunity International. Together, we will continue expanding our services to help even more people in need around the world. Thank you for your invaluable support.

Blessings,

Vicki Escarra

Vicki Escarra
CEO, Opportunity International

Brand Overview

Vision

Our vision is a world in which all people have the opportunity to achieve a life free from poverty, with dignity and purpose.

Mission

By providing financial solutions and training, we empower people living in poverty to transform their lives, their children’s futures and their communities.

Motivation

We respond to Jesus Christ’s call to love and serve the poor. We seek to emulate the Good Samaritan, whose compassion crossed ethnic groups and religions. We serve all people regardless of race, faith, ethnicity and gender.

Values

Commitment to our clients and their transformation

Humility - a spirit of serving in all we do.

Respect - 360 degrees of consideration and teamwork.

Integrity - living our values with transparency and consistency.

Stewardship - accountability, innovation, and urgency.

Transformation - our ultimate goal in ourselves and others.

Methods

We support local microfinance organizations that provide innovative financial solutions to empower people, create jobs and build vibrant communities.

  • Our products, services and training enable clients to develop businesses, to save and to insure against an uncertain future.
  • We strengthen and influence value chains to benefit our clients, connect them to viable markets and drive economic progress.
  • We create innovative partnerships to provide complementary services to our clients.
  • We seek to impact the lives of our clients, staff and supporters.

Brand Overview: Strategy

Our Opportunity: Unstoppable Transformation

Brand Overview: Tagline

Invest in Opportunity

Main Idea

Invest in Opportunity speaks to a committed relationship among donors, staff, and clients. We each invest. We each are transformed.

Rationale Grounded in Our Reality

When asked what her clients call her, Agnes Kayongo, Agricultural Microfinance Manager in Uganda, replied, &;dquo;They call me ‘teacher.’” She went on to explain that her role is more than just finance. Finance is a piece of the larger puzzle in her clients’ lives. They see her as a mentor, a teacher, a partner as they make changes and rise out of poverty.

John Magnay, Head of Agriculture, Africa, said: “Opportunity International is not a TOTAL solution by itself, but it is one piece to the puzzle. It’s when all the pieces come together that the solution for our clients becomes sustainable.”

Shami, a loan officer in Rwanda shared a story of one of his clients. His client was telling Shami, if someone looked in from the outside, they might still think he’s living in poverty. “But look how far we have come!” he said, proud of himself and proud of Shami’s help. Shami’s point was that it’s progress over time and not an overnight fix. It’s a life-long commitment and partnership.

Typography: Primary

Proxima Nova

We can use typography to further distinguish our brand from our competitors. This is Proxima Nova, our primary font. It should be used primarily for all communications. It is a hybrid font, combining humanistic proportions with a somewhat geometric appearance. It can be purchased for use here: http://www.myfonts.com/fonts/marksimonson/proxima-nova/buy.html

Typography: Secondary

Times New Roman Italic

Our secondary font, Times New Roman, should be used only in Italics and used for callouts. It is a “free font” and is widely recognized as a standard and more serious typeface.

Typography: Primary Default - For Internal Use Only

Arial

It is acceptable to use Arial for internal documents as a default font when Proxima Nova is not licensed. This is a standard font on most computers. However, all external facing communications must use Proxima Nova and licensing should be purchased.

Typography: Usage in Print

Typography: Usage in Web

Mark Guide

Our mark’s three distinct colors depict our clients (entrepreneurs), Opportunity, and our donors all coming together to create unstoppable transformation.

A Modern Translation

The mark being an open circle suggests the unstoppable element and financial inclusion.

The other two pieces of the circle (‘O’) create motion and represent both Opportunity and the donors together circling back to the entrepreneurs.

The ignition point is represented as a figure (human) in forward motion at the start of Transformation. Also, an ‘i’ as in International.

Color Palette

C/1 M/100 Y/13 K/0

R/236 G/2 B/126

#ea057e

C/2 M/74 Y/0 K/0

R/234 G/105 B/167

#ea69a7

C/0 M/37 Y/0 K/0

R/247 G/179 B/209

#f7b3d1

C/0 M/79 Y/98 K/0

R/240 G/92 B/34

#f15d25

C/0 M/46 Y/51 K/0

R/248 G/158 B/122

#f89e7a

C/0 M/30 Y/31 K/0

R/251 G/190 B/166

#fbbea6

C/77 M/9 Y/37 K/0

R/0 G/171 B/171

#00abab

C/55 M/0 Y/24 K/0

R/108 G/201 B/200

#6cc9c8

C/28 M/0 Y/11 K/0

R/180 G/225 B/227

#b4e1e3

C/82 M/98 Y/36 K/55

R/46 G/0 B/61

#2e0b3c

C/64 M/77 Y/29 K/11

R/108 G/78 B/120

#6c4e78

C/34 M/39 Y/17 K/0

R/172 G/153 B/177

#ac99b1

C/75 M/68 Y/67 K/90

R/0 G/0 B/0

#000000

C/58 M/50 Y/47 K/15

R/110 G/110 B/112

#6e6e70

C/37 M/28 Y/28 K/0

R/166 G/168 B/171

#a6a9ab

This palette of colors has been developed to be as vibrant and forward-thinking as the organization and its clients, partners and entrepreneurs. It is important to have meaning behind our color system. It also needs to be embraced worldwide. We took inspiration from the people and cultures we are working with around the globe and infused it into the palette.

Color Hierarchy

The hierarchy of the colors is set based on the usage of deep purple as the background color on branded materials, with pink, orange, and teal as colors applied to brand elements.

Colors: Pantone

PANTONE 219 C

PANTONE 1655 C

PANTONE 326 C

PANTONE 2695 C

PANTONE Neutral Black C

Colors: Web

#ea057e

R/236 G/2 B/126

#f15d25

R/240 G/92 B/34

#00abab

R/0 G/171 B/171

#611171 *

R/97 G/17 B/113

#7bc557

R/123 G/197 B/87

#222222

R/34 G/34 B/34

#8f8e8c

R/143 G/142 B/140

#efeeea

R/239 G/238 B/234

* Please note: The purple hue used in this section is a secondary shade of the Opportunity International purple, and may be used specifically for the Opportunity International Website and its digital display only.

Colors: Full Color Mark

C/77 M/9 Y/37 K/0

R/0 G/171 B/171

#00abab

C/1 M/100 Y/13 K/0

R/236 G/2 B/126

#ea057e

C/0 M/79 Y/98 K/0

R/240 G/92 B/34

#f15d25

C/82 M/98 Y/36 K/55

R/46 G/0 B/61

#2e0b3c

Colors: Gray Mark

C/75 M/68 Y/67 K/90

R/0 G/0 B/0

#000000

C/58 M/50 Y/47 K/15

R/110 G/110 B/112

#6e6e70

C/37 M/28 Y/28 K/0

R/166 G/168 B/171

#a6a9ab

C/0 M/0 Y/0 K/0

R/255 G/255 B/255

#ffffff

Colors: Usage of the Preferred Brand Mark

Acceptable
Unacceptable

Colors: Monochromatic Mark

C/77 M/9 Y/37 K/0

R/0 G/171 B/171

#00abab

C/55 M/0 Y/24 K/0

R/108 G/201 B/200

#6cc9c8

C/28 M/0 Y/11 K/0

R/180 G/225 B/227

#b4e1e3

C/0 M/79 Y/98 K/0

R/240 G/92 B/34

#f15d25

C/0 M/46 Y/51 K/0

R/248 G/158 B/122

#f89e7a

C/0 M/30 Y/31 K/0

R/251 G/190 B/166

#fbbea6

C/1 M/100 Y/13 K/0

R/236 G/2 B/126

#ea057e

C/2 M/74 Y/0 K/0

R/234 G/105 B/167

#ea69a7

C/0 M/37 Y/0 K/0

R/247 G/179 B/209

#f7b3d1

Occasionally, there will be a need to use a monochromatic version of the brand logo. Any desired application of these marks will need to be approved by the brand marketing department beforehand.

C/82 M/98 Y/36 K/55

R/46 G/0 B/61

#2e0b3c

C/64 M/77 Y/29 K/11

R/108 G/78 B/120

#6c4e78

C/34 M/39 Y/17 K/0

R/172 G/153 B/177

#ac99b1

C/75 M/68 Y/67 K/90

R/0 G/0 B/0

#000000

C/58 M/50 Y/47 K/15

R/110 G/110 B/112

#6e6e70

C/37 M/28 Y/28 K/0

R/166 G/168 B/171

#a6a9ab

C/0 M/0 Y/0 K/0

R/255 G/255 B/255

#ffffff

Colors: Usage of the Monochromatic Brand Mark

Logo Lockup Rules

The cap height of "Opportunity" should be the distance between the type-lockup and the logo.

The width of the letter T from "Opportunity" should be the distance between "Opportunity" and "International."

The type-lockup should sit at the horizontal edge of the teal ignition symbol (teal dot excluded).

Similar to the rule above, the cap height of "Opportunity" should be the distance between the type-lockup and the logo.

The type-lockup should centered within the green ignition symbol (green dot excluded).

The distance between cap height and the teal shape, equals the distance between the edges, of stem and ligature of the leter "t."

Usage of the Logo Lockup

Acceptable
Unacceptable

Logo Clearance Rules

Logo Clearance Rules - Continued

Acceptable
Unacceptable

Photography

Acceptable
Unacceptable

Photographs are an incredible way to express the impact of our organization and showcase our clients and donors. Care should be given to ensure that we do not crop or crowd an image with our logo or messaging. We should also always credit our client’s name and location somewhere in close proximity to the image, but not overtop. If you are unsure of how to place the logo or text due to design constraints, please contact [insert email address here].

Application

Ownable Visual Assets

The ignition point of the logo also represents the head and body of a person.

We will take this ownable element and use it to anchor a wider ownable visual identity.

Just as the figure is the start of the mark, that same asset can be used to start other visual stories and a functional icon language.

These elements will mirror and enhance the brand, it should not replace the mark and will be used always in materials supported by the full brand logo lockup.

Application: Icons

Application: Logos Cropped

Application: Usage of Logos

Letterhead - News Release

Application: Usage of Logos - Continued

Business Cards

Mobile Banks

Email Signature

Application: Usage of Logos - Continued

Messaging

Talking points

Please use the talking points below to introduce the new Opportunity International brand to your donors or other key stakeholders, and ensure they understand the benefits to us and our clients.

Messaging

Elevator Speech

If you have just a minute, here’s a quick easy way to explain our new brand and identity to colleagues, clients, donors and others:

"Our new brand and look highlights our renewed commitment to creating bolder and more innovative ways to help clients work their way out of poverty, strengthen their families and improve their communities. The vibrant new logo brings our brand to life. It symbolizes our work around the world, the cycle of investment (and re-investment), and the people we serve."

Frequently Asked Questions

Brand Strategy

  1. What does our new brand and logo symbolize?

    Our new brand and look brings the global mission of Opportunity International to life and highlights our renewed commitment to creating bolder and more innovative ways to help clients work their way out of poverty, strengthen their families and change the world. Opportunity International’s new logo conveys a visual identity that is recognizable, modern and innovative and bold. Our vibrant new logo brings the Opportunity International brand to life. It symbolizes our work around the world, the cycle of investment and re-investment, and the people we serve. Its dynamic colors represent the diversity of the communities and cultures where we work. The mark being an open circle suggests the unstoppable element and financial inclusion. The other two pieces of the circle ("O") create motion and represent both Opportunity and the donors together circling back to the entrepreneurs. The ignition point is represented as a figure (human) in forward motion at the start of transformation, as well as an ‘I’ for international. It emphasizes the word Opportunity—the opportunity to invest, the opportunity to serve and the opportunity to achieve a brighter future. A strong call to action supports our new look: Invest in Opportunity. This simple yet powerful tagline invites donors, employees, partners and others to join our movement to break the cycle of poverty.

  2. Do you have an "elevator" speech regarding our new brand?

    If you have just a minute, here’s a quick easy way to explain our new brand and identity to colleagues, clients, donors and others: "Our new brand and look brings the global mission of Opportunity International to life and highlights our renewed commitment to creating bolder and more innovative ways to help clients work their way out of poverty, strengthen their families and change the world."

  3. How was the new Opportunity International brand and strategy developed?

    The need for a brand refresh was identified through our strategic planning process with Boston Consulting Group. We then launched a four-phase process that combined research and strategy development, identity creation and design, the global website redesign and story building. This process included market research and analysis, competitive exploration, target segmentation, and the definition of Opportunity’s unique positioning and core idea, which lead to the creative exploration and ultimately the identity development.

  4. How does the new Opportunity International brand affect me as an employee?

    More than simply a new logo, our new brand positions us as an innovative organization dedicated to creating opportunity for clients around the world. The new brand is represented through everything we do. Each of us will interact with the new brand in different ways, from how we communicate with clients and colleagues, to the look of PowerPoint presentations, to how we develop new products for clients. Ultimately, our new brand will also create more opportunity for the organization and its employees by raising the awareness of our work and attracting more donors to our mission.

  5. Will our banks and mobile banks look different?

    Yes, our banks and mobile banks will eventually have fresh, new looks. We are working with our members on the ground to determine the best approach for transitioning to our new look.

  6. Does the rebranding include an advertising campaign?

    No, but we have a plan to rollout the brand to the public and our clients through our website, social media, public relations activities and other tactics to spread the word about our new brand.

  7. Is the organization merging with another nonprofit?

    No, we have no plans to merge or change our governance structure. In fact, our commitment to growing the Opportunity International brand and serving clients is stronger than ever.

  8. How much did this rebranding cost?

    While there was an investment required to change the brand identity, we were fortunate that a few key donors generously provided a majority of the resources required to complete the initiative. We also are grateful to the agencies that provided their services at a reduced rate to help us achieve our goals as efficiently as possible.

  9. How does the rebranding impact our clients?

    A strong brand instills faith, confidence and pride. It enhances our clients’ and the public’s perception of the organization. It attracts donors and leads to increased giving so we can serve more clients and expand our services to meet the growing need around the world.

  10. What is branding and why is it important? Why are we spending money on this change now? Shouldn’t we be focused on things that will benefit our clients?

    Branding is the process of strategically positioning an organization through messages and images to shape perceptions among donors, clients and other key stakeholders. However, it’s more than pictures, words and logos. It is the promise of who we are, what we aspire to be and how we are perceived. Studies consistently show that people prefer to donate to or buy products and services from strong brands they know and trust. Our brand must resonate with donors, clients and other key stakeholders while positioning our identity and mission in the not-for-profit marketplace. A stronger brand will ultimately help us increase donations and reach more clients.

Implementation

  1. Where can I get a copy of the new Opportunity International logo? What are the colors used in the logo? Can I get a copy of the Opportunity International official font?

    You can access the logo files and color palette on this site. To get a copy of the Opportunity International official font contact Ian Haisley.

  2. Why are there differences between the logos for each partner?

    Our products may have some differences in each country, the brand experience for some countries and the way they go to market may also be vary, even use of certain colors may be offensive to a local culture. Instead, we define brand implementation of the logo in each country in three different ways: standard, adapted, and exception.

    Standard implementation means the country is utilizing the OI logo exactly the way it was designed. This is always the preferred (and for some mandated) logo usage.

    Adapted implementation means we allow additional text with the standard logo to allow for some local customization due to name or legal reasons. Case in point would be a three line logo with added text above the word "Opportunity" and alternate text in place of "International" below "Opportunity".

    Exception implementation would be where countries are requesting use of a monochromatic logo due to trademark issues or local cultural interpretation of the colors within the full color OI logo. In this case, the country must request an exception.

  3. What can I do to help promote our new brand?

    Our hope is that every member of the organization will implement the brand and share our good work with their network of friends and family. Get started with the tools on this site.

  4. Can I give a copy of our new logo to vendors and other third parties?

    The new logo is an organizational asset and its distribution to outside firms should be limited. Please consult with a member of the U.S.-based staff if you have questions about logo usage by partner organizations and companies.

  5. Should I use the TM trademark symbol or the word “Inc.” after Opportunity International in written form?

    The TM symbol should be used at all times in conjunction with the new logo and after the first written mention of the organization’s name. It is not necessary to use Inc. in any written communication.

  6. I have a large inventory of letterhead, business cards and other materials with the old logo. Can I continue to use those materials?

    To minimize waste and upfront costs, please use all materials with the old logo before converting to the new logo. There should be a natural flow as we use old materials and convert to the new logo when we reproduce them.

  7. Our donor summit is next month. Can I still use all the old logo shirts, signs and other point of sale items I’ve already purchased?

    Yes, minimizing waste is important to the organization. Please use the items you have created for this event and begin to integrate the new brand as you develop new materials.

  8. Who is responsible for taking inventory of signage on buildings? Who covers the cost of replacing signage and other items with the old logo? Should we remove the large brand signs that hang throughout our bank? Are loan officer uniforms changing? If yes, when?

    We are working closely with our Operations team to evaluate the timing and sequence of the conversion needs at the Implementing Member level and will develop a plan that we will share as soon as possible. To assist us in the process, please contact Ian Haisley so that we can better understand and address the needs of the network

Tagline

  1. Other than a new logo, what else is changing?

    We’ve developed new, unified language for our vision, mission, motivation, values and methods. You can read more about those changes here. In addition, we’ve developed a new tagline – Invest in Opportunity.

  2. What does the “Invest in Opportunity” tagline mean?

    It reminds all of us, whether client, donor, partner or staff, that we each invest in opportunity. “Invest in Opportunity” is a call to action that compels individuals to engage with our organization. It encourages donors to invest in our mission and our clients, propelling them into a brighter future and providing opportunity for them and their families.

  3. Can I use the tagline “Invest in Opportunity” separately from the Opportunity International logo?

    Yes, the tagline is not a must use element of the logo. It can be used separately and should be used when and where it makes sense.

  4. Can I localize the tagline by adding my business unit, department, name, country or city, etc. to say “Invest in Opportunity - Australia?”

    Yes. If you have questions about how to localize the tagline, please contact a member of the U.S.-based staff for assistance.

  5. Will Opportunity International still use the old tagline, “Giving the poor a working chance?”

    Because we have developed a new tagline, we will not be using the old tagline moving forward.

Assets

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