Imagine That... Temple Beth Sholom BRAND STANDARDS GUIDE Revised as of 8/8/16
BRAND STANDARDS GUIDE 1. Brand Strategy Overview 2. Color Palettes 5. Logo Standards and Nomenclature as follows: - Color(s) - Usage - Positioning and Scale - Typeface i. Foundation School (horizontal/vertical) ii. Camp Beth Sholom (horizontal/vertical) iii. Parent Child iv. Parent Teacher Organization v. Shalom Baby vi. Shalom Family vii. Social Justice Network 8. Fonts viii. ix. jtravel Rabbi Leon J. Kronish School for Living Judaism x. Legacy 9. Stationery Systems 10. E-mail signatures 13. Additional Collateral - E-mail headers 14. Program template 15. Postcards 15. Copy Standards (Examples) Index
BRAND STANDARDS GUIDE :: Overview Temple Beth Sholom Miami Beach is evolving to reflect the times, its membership, and it s unique location on Miami Beach. This is a temple-wide initiative with an eye to providing a brand strategy, i.e. a consistent way to present the temple to the public. It is important that the TBSMB materials reflect its new positioning in all communication to key target audiences including customers, strategic partners, employees and the business community. This brand standards guide allows us to manage the TBSMB brand integrity. By overall consistent use of color, tone, voice and message, we have a solid platform to anchor the temple. The materials are the representation of the brand, and therefore directly responsible for the maintenance of the brand. Our goal is to be consistent, memorable and effective. 1
BRAND STANDARDS GUIDE :: Logo Uses & Logo Colors Logo position is either centered or flush left on letterhead. Variation in placement can be made so it appears either top or bottom depending on the material on which it is placed. Type in the logo (Temple name, tagline) should not be altered, i.e. italicized or be changed in color. TEMPLE BETH SHOLOM :: BRAND STANDARDS GUIDE primary logo Temple Beth Sholom The logo tagline should not be separated from the logo icon. alternate logos The tagline should not be translated from Hebrew. The logo may be reversed out on a colored background (not within a box) or a black and white version may be used. Temple Beth Sholom Temple Beth Sholom Blue used for logo type: Temple Blue: C:100 M:52 PMS 300 color palette For headline copy or secondary color use, a recommended fourth color should be introduced to the primary palette: PMS282, a dark blue which reads as black visually. PANTONE 300* C-100 M-52 Y-0 K-0 Web: use #0066CC PANTONE 583* C-25 M-3 Y-100 K-14 Web: use #b0ba25 PANTONE 136* C-0 M-32 Y-86 K-0 Web: use #fcb53e PANTONE 282* C-100 M-77 Y-46 K-46 Web: use #002D62 * Specify this PMS color for spot color if needed for PRINT USE, otherwise use CMYK formula Please specify the PMS color by number for print use. 2
BRAND STANDARDS GUIDE :: Web Guidelines - Palette The web colors differ from the print colors because they are made up of Red, Green, and Blue (RGB), which are the colors a computer monitor emits. TEMPLE BETH SHOLOM :: BRAND STANDARDS GUIDE web color palette A printed color will include Cyan, Magenta, Yellow, and Black (CMYK). #0066CC* R-0 G-29 B-76 #FF9700 R-255 G-151 B-0 #0C00D3 R-12 G-0 B-211 #993366 R-153 G-51 B-102 #FF5300 R-255 G-102 B-0 #FF6633* R-255 G-102 B-51 #FCB53E* R-252 G-181 B-62 #99CC33* R-153 G-204 B-51 #CC6633* R-204 G-102 B-51 #99CCFF* R-153 G-204 B-155 #009933* R-0 G-153 B-51 #006699 R-0 G-102 B-153 #002D62 R-0 G-45 B-98 #330033 R-51 G-0 B-51 #333333 R-51 G-51 B-51 #7C7359 R-102 G-102 B-102 D2C2A5 R-204 G-204 B-153 * denotes this is a hex code for a current logo color 3
BRAND STANDARDS GUIDE :: Web Guidelines - Fonts/Buttons web fonts HIND AVAILABLE AT GOOGLE.COM/FONTS NOTO SERIF AVAILABLE AT GOOGLE.COM/FONTS web buttons #FF6633* #99CC33* #0066CC* #FCB53E* #009933* #CC6633* #99CCFF* 4
BRAND STANDARDS GUIDE :: Organizational Logos TBSMB Logo Foundation School Horizontal Vertical Camp Beth Sholom Horizontal Vertical Usage Guideline for graphic file types EPS - use for large size printing, signage, and to create promotional items such as shirts; usually created with no background color JPG - print use, web use; always has a white background PNG - web use, has a transparent background GIF - web use, can be animated, can have a transparent background 5
BRAND STANDARDS GUIDE :: Organizational Logos Parent/Child Parent Teacher Organization Shalom Baby Shalom Family Social Justice Network 6
BRAND STANDARDS GUIDE jtravel Rabbi Leon J. Kronish School for Living Judaism Legacy * Each logo included here is also available in white, to be used on top of a color. An example of how the logos are organized: LOGOS 2015 >Main > eps > jpg > gif > png >Camp Beth Sholom > Horizontal > eps > jpg > gif > png >Stacked logo (vertical) > eps > jpg > gif > png Key for logo colors: K indicates black W indicates white C indicates blue 7
BRAND STANDARDS GUIDE :: Fonts headline fonts AILERON ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz AILERON BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ copy fonts AILERON FAMILY - ALL WEIGHTS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz AILERON BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ sign fonts AILERON ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz MODERNE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 8
BRAND STANDARDS GUIDE :: Stationery System - Letterhead Letterhead: Logo position is either centered or flush left on letterhead. 8.5 x 11 70# Bright White Text 4/0 Blue used for type: Temple Blue: C:100 M:44 or PMS 300 Return address, phone, fax and web address in one line across bottom. Font: Moderne, 9 pt in black, centered at page bottom. #10 Envelope: 24# Standard Bright White Envelope 4/0 Temple logo flush left return address in two lines flush left underneath Hebrew tag web address is line 3 no http or www listed Moderne 9 pt over 11 pt - text size and leading. Color bars do not extend to edge. This avoids additional printing costs for bleeds. 9
BRAND STANDARDS GUIDE :: Stationery System - Business Cards Business Card Options, Fronts: Size 2 x3.5 Stock 130# White Cover Colors 4/0 Black Type Font Moderne Logo always flush left on front, 1/8 from left edge and top edge Business Card Options, Backs, color by department: Temple Beth Sholom Admin Temple Beth Sholom Temple Beth Sholom Temple Beth Sholom Temple Beth Sholom Clergy Education Programs School for Living Judaism 10
BRAND STANDARDS GUIDE :: E-mail Signature Create two versions, one for outgoing, original email, and one for replies. Limit 72 characters per line to avoid wrapping to next line. Outgoing: Helvetica Flush left, rag right Set with spaces and lines in between, as shown in sample. Fax number optional. Include URL. If using logo in signature line, please use Alt Text behind it so if it s not readable in recipient emil, the text shows instead of an empty box with a question mark. SAMPLE Name Title Temple Beth Sholom Department 4144 Chase Avenue, Miami Beach, FL 33140 305.538.7231 ext. 375 tbsmb.org No smaller than 11 point, to facilitate use with mobile devices. Limit to 4 lines for signature, use 5th line for social media links. For replies: Physical address not necessary. Limit to 2-3 lines; name and phone number. SAMPLE Nerissa Balland 305.538.7231 ext. 375 11
BRAND STANDARDS GUIDE :: Collateral Brochure Paper: MacGregor XP Dull 100# Text - for pieces with response mechanisms or Glossy 100# Text - for pieces with no response mechanism Size options: All sizes are acceptable. Each cover has the logo, a signature photo reflecting the temple or the program, and a simple headline that supports the event or program being promoted in the brochure. Text should be colorful but brief, so that focus is more on the visual photography. The back cover of the brochure should include web address centered below the logo. 12
BRAND STANDARDS GUIDE :: Email Headers/Banners 600 px wide GENERIC HEADER 1 600 px wide x 100 px high Temple Talk Header for Constant Contact 13
BRAND STANDARDS GUIDE :: Program Template 8.5x11 folded down to 5.5x8.5 4144 Chase Avenue Miami Beach, Florida 33140 305.538.7231 tbsmb.org Back, and front, view. Clergy Department communication, therefore, color bar is darker orange. 14
Temple Beth Sholom BRAND STANDARDS GUIDE :: Postcards FRONT Preferred Size: 11 x6 This size delivers visual impact and still qualifies for letter postage rate, i.e. the same as 6 x9 /5 x7 /4 x6 Teaser headline in Aileron Bold font and type treatment logo on front in Optima, or, color logo may be used. 1 large main image on front. BACK Size: 11 x6 1 large main image accompanied by 2-3 smaller images. Type treatment version of the logo, or regular colored version of logo may be used. Body font is Aileron family. Postage paid Permit #18 15
BRAND STANDARDS GUIDE :: Copy Standards Samples Merriam-Webster should be the standard for all spelling and word usage questions and New York Public Library Writer s Guide to Style and Usage is the reference for all grammar issues. URJ standards dictate holiday spellings. Keep titles such as service manager and janitorial staff all lowercase (except at beginning of sentence). Do not use a series of commas except when needed for clarity. Ellipses are used to indicate words are missing from a sentence, not for emphasis. Decide if Temple has a capital T and remain consistent. Please show time as indicated: am and pm Try to avoid a possessive on Temple Beth Sholom, i.e. Temple Beth Sholom s Shalom Y all Ball. Instead: Temple Beth Sholom presents The Shalom Y all Ball Or: The Temple Beth Sholom Shalom Y all Ball. Hebrew words are not italicized in Temple materials. Phone number style: use periods. e.g., 305.538.7231 For URLs: website is one word. Do not use http:// or www prefix Prayerbook(s) is one words. High Holy Days is three words. e-mail use hyphen between e and mail, all in lowercase letters. 16
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