Church of God Branding Guidelines A guide to a clear portrayal of the Church of God s brand. Church of God Branding Guidelines 2
Table of Contents 4 Brand Introduction 5 The Icon 6 The Primary Brand Mark 10 The Secondary Brand Mark 15 Colors 16 Fonts Church of God Branding Guidelines 3
Brand Introduction The Church of God s brand identity is a representation of what the church has become and our vision for the future. How we visually portray ourselves expresses who we are. Keeping our look consistent aids in recognition, reinforces the personality of our brand and allows us to build loyalty and confidence with the people we serve. By following these guidelines we can ensure that all of our communications maintain a clear and consistent portrayal of who we are and communicate that Jesus is the Subject. Our Look The visual identity of the Church of God includes the logo, typography treatment and a custom color palette. All of our communications should reflect this look from business cards and letterhead to presentations, advertising, marketing material, signage and our website. Church of God Branding Guidelines 4
The Icon The Church of God brand icon is a vision of the direction of the church for the present and future. The icon is circular in shape which represents the global reach of the church but also the completeness of God. The Alpha and Omega, the beginning and the end. The simplistic, contemporary flame shapes represent the many churches within the movement, large, medium and small in size, coming together as a unified Church. The cross represents the Holiness of Jesus. Placing the cross in the center reinforces that Jesus is the Subject of all that we do as a movement, but also in our daily lives. Church of God Branding Guidelines 5
The Primary Brand Mark The Church of God primary logo is composed of three graphic elements: the icon, the name wordmark and the locator tag. The prominence of Church of God emphasizes the name of the brand and gives immediate recognition of who the logo is for. The selected typefaces and graphic elements reflect a modern yet traditional feel while remaining simple and recognizable. Brand Icon Name Wordmark Locator Tag Acceptable Use of the Logo In general, always use the primary version of the logo. The locator tag can be replaced with the tagline. Please do not try to recreate the logo. For digital art, please contact our marketing provider for the files. Church of God Branding Guidelines 6
Church of God Primary Brand Mark Usage The primary logo is the preferred orientation of the Church of God logo to be used. Acceptable uses of the stacked logo include the following: Logo on white background Logo 100% black on white background Logo reversed out on solid color or image Logo used with Tag Line Church of God Branding Guidelines 7
Unacceptable Use of Primary Logo Consistency in the way in which our logo is displayed is essential to preserving a strong brand identity. These examples show misuses of the logo. Do not alter the logo in any way. Don t display the logo in any color other than brand colors or 100% black. Don t display full color logo on a color other than white. Don t distort the logo by stretching it when resizing. Don t rotate the logo. Church of God Branding Guidelines 8
Primary Logo Safe Area A protective margin around the logo ensures the logo s prominence and integrity. The logo should remain a set distance away from text, photos and all other design elements in a publication. (See Figure 1.) Fig. 1: Safe area = 1X of height (at the size of the logo) Primary Logo Minimum Size To ensure legibility, the logo should not be reduced to a size where it is unable to be easily read. In print pieces, do not reduce the logo below a measurement of 1.75 in width. (See Figure 2.) Fig. 2: Do not reduce the logo below 1.25 in width. Church of God Branding Guidelines 9
The Secondary Brand Mark The Church of God secondary logo is composed of three graphic elements: the icon, the name wordmark and the locator tag. The prominence of Church of God emphasizes the name of the brand and gives immediate recognition of who the logo is for. The selected typefaces and graphic elements reflect a modern yet traditional feel while remaining simple and recognizable. Brand Icon Name Wordmark Locator Tag Acceptable Use of the Logo In general, use the secondary version of the logo when the logo appears on advertising and web footers with small amounts of design space. Please do not try to recreate the logo. For digital art, please contact our marketing provider for the files. Church of God Branding Guidelines 10
Church of God Secondary Logo Acceptable uses of the secondary logo include the following: Logo on white background Logo 100% black on white background Logo reversed out on solid color or image Logo used with Tag Line Church of God Branding Guidelines 11
Unacceptable Use of Secondary Logo Consistency in the way in which our logo is displayed is essential to preserving a strong brand identity. These examples show misuses of the logo. Do not alter the logo in any way. Do not display the logo in any color other than brand colors or 100% black. Do not display full color logo on a color other than white. Do not distort the logo by stretching it when resizing. Do not rotate the logo. Church of God Branding Guidelines 12
Secondary Logo Safe Area A protective margin around the logo ensures the logo s prominence and integrity. The logo should remain a set distance away from text, photos and all other design elements in a publication. (See Figure 1.) Fig. 1: Safe area = 1X of height (at the size of the logo) Secondary Logo Minimum Size To ensure legibility, the logo should not be reduced to a size where it is unable to be easily read. In print pieces, do not reduce the logo below a measurement of 1 in width. (See Figure 2.) Fig. 2: Do not reduce the logo below 1 in width. Church of God Branding Guidelines 13
Other acceptable Uses of the Church of God Brand Mark Here are other uses of the brand mark that are acceptable for use. All the same restrictions and spacing rules apply to these options. Church of God Branding Guidelines 14
Colors The Church of God colors were chosen to be visually compatible with one another. This palette works well for communication toward our targeted audiences. All Church of God communications should make conscientious use of the color palette. Color Conversions Pantone 382 CMYK 31 1 100 0 RGB 190 214 0 Pantone 645 CMYK 57 31 13 0 RGB 114 154 189 Pantone 540 CMYK 100 77 38 36 RGB 0 50 91 Pantone 642 CMYK 16 7 6 0 RGB 210 221 228 The colors shown on this page and throughout this manual are not intended to match the PANTONE Color Standard. Please reference a PANTONE color guide for accurate representations of color. PANTONE is a registered trademark of Pantone, Inc. Church of God Branding Guidelines 15
Typography The typefaces we use influence how our audiences perceive the Church of God s brand. We strive to incorporate good, clean design approaches to type for copy that looks clear and is easily read. Our typefaces help set a tone that adequately suits the many varying needs of the brand. Calluna Use the Calluna Serif family of typefaces for the brand mark text and all headlines and subheads. Keep all headlines to a maximum of two lines long. The typeface used for headlines Calluna ABCDEFG abcdefg 12345!?& Body Copy Use Avenir Book for body copy. Be sure to use a soft return at the end of a line to eliminate hyphens when aesthetically appropriate. The typeface used for body copy Avenir Book ABCDEFG abcdefg 12345!?& Web and Mobile Copy Use Open Sans sans serif for all web and mobile body copy usage. The typeface used for web and mobile use Open Sans ABCDEFG abcdefg 12345!?& Church of God Branding Guidelines 16