COMMUNITY CHURCH Branding Guidelines
{Table of Contents} our brand 1 logo 3 logo specifications 4 logo usage 7 3g s brand 10 3g s specifications 11 color 13 typeface 15 Table of Contents imagery 16 supporting graphics 17 ministry branding 20 ministry logo usage 21 ministry logos 22
our brand We are Heartland... We are working to be a grace place for those far from God; a place that feels welcoming to those for whom church is a scary foreign culture We are putting the cookies of the Gospel on a shelf where the world can reach them We are building a church for the unchurched. As we prepare to move and embrace all of the new opportunities our new site will afford us, we have perhaps more than ever before in our history as a church the chance to engage the unchurched with God s message of grace. who are we? Our brand can be a powerful tool to help us in this endeavor. Our logos, typefaces, and color guidelines have been specifically selected to reflect our value of excellence and to convey to those who see them an impression of who we are as people and as a church casual, honest, gracious, culturally relevant, fun, welcoming. But ultimately our brand is much more than logos, colors and formats it is the product of the many different factors that create an overall impression of Heartland in people s minds. Our brand is the way people think, feel and respond when they hear or read the name Heartland. Every Heartlander and every ministry area at Heartland is an ambassador of the Heartland brand. Of course, each ministry area establishes its ministry programs and practices to ensure that it is consistently making the best possible impression upon the people whom it serves. In the same way, the guidelines contained in the following pages have been developed to ensure that, by being consistent in our use of our logos and our look, we (Heartland as a whole) consistently make a positive impression with all of our printed pieces, web pages and slides. Thank you for helping us make and keep making a good impression via excellent and consistent use of these branding elements! 1
our brand {Practical} {Approachable} friendly and welcoming; not stuffy or pretentious; you can ask us anything straightforward and simple, genuine and honest, real; not unnecessarily complicated or convoluted {Original} current and fresh, unique and creative; not tired or expected {Playful} fun and imaginative, lively and light; not taking ourselves too seriously or being unnecessarily rigid {Excellent} skillfulness in execution; well-made final products that professional in appearance 2
logo {The Heartland logo is made up of three elements} 1. Symbol - The lime green shape with the Heartland rings rendered in simple white lines. This is an evolution of the Heartland logo where the rings are used as a connection to the past. 2. Word Mark - The words heartland community church in the Eurostile font. The Eurostile font is used for its simplicity, but also has a uniqueness that suggests the creativity that is abundant at Heartland. The word mark is in all lowercase letters to give a less formal and more accessible feel. 1 2 COMMUNITY CHURCH {building a church for the unchurched} 3 3. Tagline - the phrase building a church for the unchurched - this is the mission of Heartland Community Church. 3
logo specifications Clear Space x In order to display the Heartland logo properly for maximum impact a clear space is required on all sides. This clear space is measured by the height of the lowercase letters as shown (noted with the letter x ). No imagery, graphic, fold or any other element should interfere with this space for any reason. x COMMUNITY CHURCH x x COMMUNITY CHURCH {building a church for the unchurched} Minimum Sizes The size of the Heartland logo and its elements are critical in order to communicate our brand professionally and consistently. The logo should never be so small as to be illegible, and should never be so large that it overpowers the elements or overall design of a communication piece COMMUNITY CHURCH {building a church for the unchurched} 1 1 / 2 2 COMMUNITY CHURCH COMMUNITY CHURCH 1 4
logo specifications (cont) The following colors are used in the Heartland logo. For color usage on dark or colored background see logo specifications. COMMUNITY CHURCH {building a church for the unchurched} Pantone 381C CMYK (13,0,72,0) Pantone 417 C CMYK (0,0,25,65) Pantone 158 C CMYK (0,61,97,0) 5
logo specifications (cont) The Heartland logo is available in two different formats to allow for flexibility in different design environments. primary formats COMMUNITY CHURCH {building a church for the unchurched} COMMUNITY CHURCH alternative format 6
logo usage Full Color Use full color logo primarily on white for maximum legibility. COMMUNITY CHURCH {building a church for the unchurched} Two Color Use two color logo primarily on dark or colored backgrounds for maximum legibility. 7
logo usage (cont.) Grayscale Use grayscale logo primarily on black and white documents. COMMUNITY CHURCH {building a church for the unchurched} One Color For one color applications logo should be white or 85% black 8
logo usage (cont.) Incorrect Logo Usage Below are examples if improper uses of the Heartland logo. This usage applies to all logos in this branding guide. DO NOT 1. Distort the logo 2. Alter placement of the logo elements 3. Alter the color of the logo 4. Change the typeface of the logo 5. Use the logo symbol alone 6. Use a bit-mapped or low resolution logo 1 2 3 4 5 6 9
3g s brand {The gather, grow and go logos are made up of 3 elements.} 1. Symbol - Each g logo has a unique symbol made up of a gray shape with an expressive line drawing contained in each box. Each line drawing is meant to represent and express the idea of gather, grow or go 2. Word Mark - The words gather, grow, and go in the Eurostile font. 3. Tag Line - Each logo has a unique tag line to assist in further explaining the purpose of either gather, grow, or go The gather, grow, go logos can function together as a set of three, but have also been created to function separately as well. 1 3 2 10
3g s brand specifications Clear Space In order to display the gather, grow, go logos properly for maximum impact a clear space is required on all sides. This clear space is measured by the lowercase height of the letter g (noted by the letter x ) as shown. No imagery, graphic, fold or any other element should interfere with this space for any reason. Minimum Sizes The size of the gather, grow, go logos and their elements are critical in order to communicate our brand professionally and consistently. The logos should never be so small as to be illegible, and should never be so large that it overpowers the elements or overall design of a communication piece 1 3 / 4 1/ 2 11
3g s brand specifications (cont.) Color Mid Green ( Option 1: 390 U) (Option Dark Green ( Option 1: 377 U) (Option Brown 476 C Blue (Option 1: 3155 U) (Option Grey: PMS 417C hex: 6 Light Green: PMS 381C hex: c9dc07 Orange: PMS 158C hex: e Grayscale Black - 85% Black - 25% Black - 85% Black - 45% Black - 85% Black - 60% 12
color 2: 390 C) 2: 377 C) 2: 3155 C) d6e65 97124 The Heartland brand has 4 core colors listed below. These are the primary colors to be used in design pieces that a the Heartland s branding. A color ratio on the following page can be used as a guide for how prominent each color should be in a design piece Pantone 417 C CMYK (0,0,25,65) Pantone 381C CMYK (13,0,72,0) Pantone 476C Pantone 377C CMYK (57,80,100,45) CMYK (22,0,100,8) The Heartland brand also has 3 secondary colors that can be used to highlight or emphasize a design piece. Pantone 371C CMYK (45,0,100,25) Pantone 158 C CMYK (0,61,97,0) Pantone 3155C CMYK (100,0,24,38) 13
color (cont.) The color ratio can be used to determine how much prominence or emphasis the different colors of the Heartland brand should have in a given design piece 14
typeface The Eurostile Font family is our primary typeface. It is to be used in headings and large type only Aa The Helvetica font family is our secondary typeface. It is to be used in all body copy and large portions of copy. Aa abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890-+!@#$%^&*()_+ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890-+!@#$%^&*()_+ 15
imagery Imagery used with Heartland s brand should capture the nature and essence of the brand. When possible it is preferred that images are macro in nature with either the foreground or background being in focus with the other being out of focus. 16
supporting graphics Curved lines can be used as in a design piece as part of the Heartland brand lines The use of brackets from the Eurostile font are often used in the Heartland brand to bring emphasis to a headline or other important copy. brackets The leaf shape can be used creatively as a supporting graphic for the heartland brand. The shapes can be outlines, filed with solid or gradient color, or filled with images. Please do not fill shapes with patterns or texture. shapes 17
ministries branding {The ministry specific logos are made up of 3 elements.} 1. Symbol - The 3 leaf shapes make up the symbol part of the logo. They hint at the idea of growth with their shape and position. Having 3 shapes also hints at the bigger overall church strategy of gather, grow, go since each of those elements of the strategy are part of every ministry at Heartland 2. Word Mark - The name of the specific ministry in all caps in the Eurostile font. 3. Word Tag - Each logo containts the name heartland in the eurostile font so that each ministry is defined as a part Heartland Community Churh. 3 1 2 18
ministries logo usage Clear Space In order to display a ministry logo properly for maximum impact a clear space is required on all sides. This clear space is measured by half the height of the letters in the minisry name (noted by the letter x ) as shown. No imagery, graphic, fold or any other element should interfere with this space for any reason. Minimum Sizes The size of a ministry logo and its elements are critical in order to communicate our brand professionally and consistently. The logos should never be so small as to be illegible, and should never be so large that it overpowers the elements or overall design of a communication piece 2 19
ministries logos - children The following logos are for use in the different Children s ministries at Heartland Community Church. 20
ministries logos - youth The following logos are for use in the different Youth ministries at Heartland Community Church. 21
ministries logos - adults The following logos are for use in the different Adult ministries at Heartland Community Church. 22