LifeChurch.tv Brand Standards Manual Version 1.0

Transcription

1 LifeChurch.tv Brand Standards Manual Version 1.0

2 Welcome These guidelines are a starting point YouVersion engages people into relationships with God as they discover the relevance the Bible has for their lives. Therefore, our brand was designed to reflect a positive, consistent and modern visual expression of the product it represents. The YouVersion brand is the most important asset across all mediums of visual communication. It is the identity and perception created in the minds of our audience. Our brand goes beyond logos, colors, fonts and tag lines it embodies the overall impression in the way people think, feel and react when they encounter the name and product of YouVersion. The brand guidelines in this manual are intended to serve as a starting point and outline for development and implementation of the YouVersion brand. In essence, these guidelines allow for creativity and flexibility, but special attention should be given to ensure quality and consistency. Thank you for partnering with us to continue to create a positive visual expression of the YouVersion brand. 1

3 The Name Take special care of how it is written. When using our name,youversion, please take special care in how it is written, as we strive to create a consistent brand across all mediums of communication. Here are a few guidelines to follow when using our name. There is never a space between the two words. The Y and the V are always capitalized. When referring to a destination, use www at the beginning of the name and the extension,.com at the end. (For example: For a free Bible, go to com ) When only using the brand name, the www and the extension are not to be used. (For example: YouVersion is a free online and mobile Bible.) For the application tool, the Bible App, the B and A are always capitalized, but the t in the is lowercase. When referring to different platforms, always use the phrase, the Bible App for (iphone, BlackBerry, etc). 2

4 Voice & Tone We use action words. Our emphasis is on engagement, not just access. It s goes beyond just giving away free Bibles or getting people to install the Bible App. Our goal is to encourage people to spend time in God s Word. Since users of YouVersion are doing more than just reading the Bible, we use action words that create a sense of response and movement from the reader. Examples of action words and phrases: Interact with God s Word/the Bible Spend time with God s Word/the Bible Engage in Scripture/the Bible Scripture engagement When referring to new features or developments of an app or tool, focus on the benefits the user will obtain, rather than focusing on technological specifications. We want everyone to understand and react. 3

5 Voice & Tone We use action words. Scripture Capitalization Rules Bible: always (because it s a proper noun) biblical: never (because it s an adjective) Scripture: always (because it s a proper noun) scriptural: never (because it s an adjective) God s Word: always (because we re using it as a proper noun) He, Him, His when referring to God: always Quoting Scripture Rules Bible verses are always italicized. The book and chapters are not abbreviated and the version is abbreviated according to the publisher s standard. (See YouVersion.com for version abbreviations.) Use an ellipsis if it is not a complete sentence. Note the space between the last letter and the ellipsis. Example: Whatever you do, work at it with all your heart, as working for the Lord, not for men 1 Corinthians 3:13 NIV 4

6 Correct Logo Usage The logo is one of the first marketing tools that will stand out in one s mind. In order to create a memorable and cohesive style, YouVersion s logo should always adhere to the following main elements. When using a dark background, use darker tones such as YouVersion grey or black. Text should be YouVersion green and white. This is the preferred logo format The reversed YouVersion logo should only be used over lighter backrgounds. Spacing should be at least, but not limited to 15px. When using textures, use simple, clean designs in white, black, off-whites, or dark greys. 15px 15px All tagline or subtitles should be right aligned under the logo. the Bible App 5

7 Incorrect Logo Usage Now that you know how to present our logo, here are a few tips of what not to do. Common mistakes such as using complicated textures, drop shadows, skewing the logo or using strokes should always be avoided. The logo should never be placed over any shade of green. The mark is never to be used outside the you version type. Do not use complicated textured, keep it clean. Do not use strokes on the logo. Avoid skewing the logo. Do not use drop shadows in excess. If a dropshadow is used, make it subtle and used blacks or greys. 6

8 The Mark The mark of YouVersion serves as an illustrative stamp or emblem of the brand. Simple rules must be followed when using the YouVersion mark. The overall guideline when using the mark is that it should never represent the brand by itself. The mark should always be used in conjuction with the youversion type. The mark should never be used as the only representative of the YouVersion brand except in the case that the canvas area in less than 50px X 50px. The mark should not be used as a background pattern. The mark is never to be used outside the YouVersion type. Do Not Use the mark as bullets 7

9 Color Pallete YouVersion s brand uses a cool and clean color pallete to establish recognition. Special importance is placed on the YouVersion green. It cannot be used in backgrounds and is reserved only for the logo OR to highlight special elements. Backgrounds should always be white. The following color guide and pallete should be used in all forms of communication. Click here to download a color swatch: #92bd7c PMS: 376C #2e80d3 #333 #f8f8f8 Backgrounds The logo should never be placed over any shade of green. Green are sacred to the logo. Backgrounds should be clean and off-white. 8

10 Typography: Print Typography is a simple element to any brand, yet many times, it is the first element that people change. The typography we have chosen for the YouVersion brand needs to remain consistent. Headlines Gotham Book Gotham Medium Gotham Bold Body Helvetica Neue Regular Helvetica Neue Bold Gotham Book 9

11 Typography: Web Headlines Helvetica Neue Light Helvetica Regular Arial Regular Text Formatting H1 / 30px / font-weight:bold / letterspacing: -0.04em H2 / 24px / font-weight:300 H3 / 20px / font-weight:300 H4 / 18px / font-weight:bold H5 / 15px / font-weight:bold 10

12 Questions? Thank you for partnering with us in creating a consistent and positive reflection of YouVersion. You may also find times when even we accidentally break our own rules. We are currently working to standardize all communication pieces. Hopefully, this manual provides you with a basic understanding of how to handle the YouVersion brand. If at any time, you have questions about using our branding, feel free to contact us at info@youversion.com 11