Pro Dono was a UK not-for-profit organisation founded in 2011 to arrange one-to-one “meeting-of-mind” experiences with public figures in aid of charity. The organisation was founded by Glen Jeffries, and its ambassadors, including figures from sport, politics and the arts, donated their time for conversations with members of the public, with proceeds going to each ambassador’s chosen charity. [1] [2]
Design and History
The visual identity for Pro Dono was created by Clusta, a Birmingham-based digital creative agency. The design brief asked for a brand experience that conveyed “confidence, security and a sense of establishment.” [3]
Clusta responded with a two-piece identity consisting of a structured word-mark and a clean, crest-like symbol. The crest-like element was intended to reinforce the ideas of trust and foundation. The identity was applied across printed materials, literature and an online presence. [3]
Meaning and Symbolism
The name “Pro Dono” derives from the Latin phrase meaning “for the gift” or “for a gift,” reflecting the organisation’s purpose of charitable giving. The crest-like symbol was designed to evoke trust and a sense of establishment, aligning with the organisation’s positioning as a platform for charitable fundraising. [3]
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