Branding Guidelines - gather, grow, go

Transcription

1 Branding Guidelines - gather, grow, go Heartland Community Church, June 2008

2 Brand Attributes 1 2 The Heartland gather, grow, go logos are made up of 2 different elements 1. Symbol - Each g logo has a unique symbol made up of a box with rounded corners with an expressive line drawing contained in each box. Each line drawing is meant to represent either gather, grow or go 2. Word Mark - The words gather, grow, and go 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 accessable feel. The gather, grow, go logos can function together as a set of three, but have also been created to function separately as well. The elements of the logo work together as a unique arrangement of these elements and should not be altered in any way. This document will guide you as to how the gather, grow, go logos should and should not be used. The logo files have been made available in a variety of file formats to ensure proper use. *For illustrative purposes, the grow logo is used when demonstrating the usage of one of these logos used individually, but the guidelines apply to all three logos when used individually.

3 Clear Space One of the visual marks of Heartland s gather, grow, go branding is simplicity. Part of the simple, clean look of the branding is achieved through the use of clear space. In order to display the gather, grow, go logos properly for maximum impact a clear space is required on all sides. No imagery, graphic, fold or any other element should interfere with this space. This clear space is measured by the lowercase height of the letter a without the descender stroke as shown. When using the 3 logos together, do not assemble them on your own, but instead use the appropriate graphic provided. 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 The minimum size of our logo and its elements (listed to the right) help ensure legibility. 1 3 / 4 Minimum Sizes gather, grow, go together / 4 used separately in primary format - 1/ 2 used separately in vertical format / 4 1/ / 4

4 Color Pantone Black 4C CMYK (0, 22, 100, 89) RGB (65, 48, 0) Pantone 551C CMYK (27, 3, 0, 13) RGB (160, 195, 218) Pantone 577C CMYK (24, 0, 46, 10) RGB (180, 205, 149) Grayscale Black - 90% Black - 60% Black - 30% Font Typography is a critical visual element of the Heartland s gather, grow, go branding. Eurostile Regular The Eurostile Font family is our primary font. If this typeface is not available you many substitute Myriad or Aerial fonts for headlines or body text. The Eurostile font should never be substituted in the gather, grow, or go logo s word mark. Please use the graphics provided. Regular fonts are to be used for body text - preferably in 9, 10, 11, or 12 pt type. The bold font is to be used for headlines. Eurostile Bold For emphasis use bold or a larger size type. Do not use italics, underlining or an additional font. The Eurostile font is available for both Mac and PC at

5 Logo Variations The gather, grown, go logos are available in a few different formats to allow for flexibility in different design environments. 3 logos as a single element The exception to this is when the 3 logos are used together as a single element as shown to the right. This is the only form that is available for the use of the 3 logos together. If you are using the logos in this format, do not place the 3 logos together youself - use the included graphic. We have included this graphic as part of the branding toolkit to ensure that the spacing between the logos and the alignment and appearance of the logos is always consistant. When using the logos separately there is both the primary format as well as a vertical format. Either of these formats can be used in a communication piece, put it is preferred that different formats are not mixed within a single communication piece - use one or the other consistantly. primary format vertical format

6 Logo Usage The gather, grow, go logos should create an instant recognition as they are used over time throughout the different ministries at Heartland. As these logos are used we want to make sure that we do everything we can to use them consistently and in a manner that reflects excellence and professionalism. To assist in that please follow the following guidelines carefully whenever you use these logos. We ve provided some visual examples to help. 1. Do not alter or reset the word mark using your own fonts, as the type is adapted just for Heartland. or 2. Do not use logo symbol without the word mark. or 3. Do not rearrange logo elements. 4. Do not change the colors of any of the logos. Use the colors specified in this guide. This includes the specific percentages of black in the grayscale versions - which have been intentionally set for the best color to grayscale conversion. 5. Do not distort the proportions of the logo. Enlarge or reduce proportionally.

7 Logo Usage 6. Do not alter the weight of the lines in the logo. 7. Do not place boxes around the logo. 8. Do not place the logo over backgrounds that reduce legibility. If the background you are using causes this problem, please use one of the 2 methods below. If you must create a white background, please use rounded corners as shown. NO OK 9. Do not embellish logo using special effects. 10. Do not use a bit-mapped or low resolution logo. We have included several different file formats, sizes and resolutions for you so you can get the best possible clarity. 11. Do not use a gradient in the logo.

8 Logo Usage 12. Do not use a pattern or texture in the logo. 13. Do not use a screen tint or percentages. 14. When using the 3 logos together, please do so only as a set of 3 when placed directly next to one another. NO NO Available file formats Along with this guide we have included the several versions of the gather, grow, go logos in several different file formats for your use. The versions are as follows: 1. The 3 logos together as a set - color and grayscale 2. Each logo separately in the primary format - color and grayscale 3. Each logo separately in the secondary format - color and grayscale The formats they are available in are provided below. To download please go to Color High Resolution (300 dpi) Low Resolution (72 dpi) Vector Grayscale High Resolution (300 dpi) Low Resolution (72 dpi) Vector jpeg (small, medium, large) gif (small, medium, large) Illustrator eps jpeg (small, medium, large) gif (small, medium, large) Illustrator eps