Usage Guidelines Global Alpha Campaign with Bear Grylls

Transcription

1 Usage Guidelines Global lpha Campaign with Bear Grylls

2 INTRODUCTION Before we begin, let s run through some background questions. What is my role if I use the lpha branding? What is the Global lpha Campaign? Why a global invitation to lpha? One lpha, Many Contexts. Wherever you are in the world, a person s experience of lpha s brand should be the same. lpha has one single identity visually represented by a question mark logo. When we apply the branding consistently, there is less confusion and more recognition. lthough lpha is run in many contexts, for example in prisons, schools and the Catholic church, the logo remains the same. We consider anyone using the lpha brand identity to be a brand guardian. You are responsible for protecting the integrity of lpha through brand application, as laid out in these guidelines. You are sharing lpha not only locally but as part of one global team working for the same goal; the evangelization of our nations and the transformation of society. Please contact us with any questions you have: office@alphacanada.org. lpha s first-ever global invitation to try lpha will be launching all around the world on September 1, 2016 and will run until December 31, The Global lpha Campaign features world-renowned TV adventurer, Bear Grylls, and his greatest adventure finding a simple faith in God through lpha. Our aim is for people to be impacted by Bear s story and be persuaded to try lpha themselves. Campaign invitation materials include postcards, posters, banners, campaign video, etc. Find out more at invitecanada.ca. We aim to engage the world in a new conversation about faith through the Global lpha Campaign and would love all churches to be involved. By working together, we can increase the awareness of lpha even more through consistently applying the branding and using the campaign assets in your local contexts, so that more people are invited to try lpha. dditionally, we are advertising the invitation across digital, broadcast and outdoor media channels, which will strengthen your personal invitation, making it the perfect opportunity to join together and invite our friends, families and communities across Canada to lpha.

3 INVITTION IMGES Teaser Images (To use from July 1, 2016) These images can be used online on your church website or social media to tease the campaign and to get your church community excited. Bear Images (To use from September 1, 2016) These images have been approved by Bear himself. Please kindly note that in keeping with the agreement with his team, the images and text cannot be edited in any way. selection of print assets are available in lpha Builder that have customizable areas to add your church website and lpha start date, etc. Please only customize those areas. Thank you again for understanding. ) c ( ) c ( H 6 P 1 L 0 ) 2 c ( H 6 P 1 L 0 2 H P L

4 CMPIGN PROMOTIONL RESOURCES OVERVIEW These are the invitation resources that are available for your use in lpha Builder once you sign up and Create your lpha. Most assets will be available in a variety of images. Videos 30-second trailer 1-minute invitation video (Bear s story, Sept 1st) Digital (px) - coming September 1, 2016 Web Banner 300 x 250 Web Banner 160 x 600 Facebook Header 851 x 315 Instagram 700 x 700 nnouncement slide (for in-church announcements) 16 x 9 ratio Print (inches) Outdoor Banner (8 feet x 3 feet) Poster with lpha description customizable (8.5 x 11) Poster customizable (11 x 17) Indoor Pull-up Banner (33.5 x 79.5) Postcards double-sided customizable (4 x 6) Poster - General (11 x 17) Business cards (2.5 x 3)

5 IMPORTNT USGE INFO FOR THE GLOBL LPH CMPIGN Please note that we highly encourage all churches to use the available invitation images and assets, including the trailer, to engage with your congregation and community from July However, we kindly ask that you refrain from putting them up online, for example, on your websites and social media accounts, until September 1, lthough we know it is unlikely that we run into any issues with this campaign, Bear Grylls team do reserve the right to put a stop to our using any materials at any time during the campaign period. We thank you in advance for adhering to the guidelines we ve agreed with his team. We know all of you will help us work globally to represent lpha in the best and most unified way possible. Can I adapt the artwork? Kindly note that in keeping with our agreement with Bear and his team, the artwork (including the text on the assets) cannot be edited. selection of print assets are available in lpha Builder that have customizable areas to add your church website and lpha start date, etc. Please only customize those areas. Feel free to contact us with any questions you have: office@alphacanada.org. Can I use other images of Bear? We do not have permission to use any other images of Bear even if they are related to lpha and have been used in the past. We would greatly appreciate it if you could please remove all old images that you might still be using. Can I share the video of Bear s story on my church website? Please feel free to embed the YouTube link to the full invitation video with Bear s story on your church website - starting September 1, We also highly recommended that you include a link to tryalpha.ca on your website so that guests might be able to find out more about what lpha is.

6 FQS When is the Global lpha Campaign launching? The Global lpha Invitation is launching on September 1, 2016 when all images and the invitation video will go live on websites, social media and outdoor advertising. It will run through to December 31, ll related assets will expire and need to be removed as agreed with Bear s team. If you would like more resources to get ready for the campaign as a church, please visit invitecanada.ca/mobilize. When will all the campaign promotional assets be available for my lpha? July 1, 2016 The trailer video, teaser images and print assets are available for your use in lpha Builder - run.alphacanada.org. You will need to sign up and Create Your lpha to access the assets. *Digital assets will be made available from September 1, 2016 for your church website and social media channels. September 1, 2016 The Global lpha Campaign launches! Bear s story will be available in lpha Builder and on lpha Canada s social media channels for churches to share. Globally, we are launching the invitation with an outdoor and digital advertising campaign to encourage people to try lpha in their local communities. How can my church start using the invitation assets? Please start sharing the trailer and teaser images on social media July 1, 2016, to get your church community excited and engaged. Please also utilize the print assets (postcards, banners, etc.) to promote your lpha in your church. However, we kindly ask that you refrain from sharing any of the Bear images digitally, for example, on your church websites and social media accounts, until September 1, Instead, for digital purposes, please use the teaser images without Bear s face on them. If I m running lpha, am I automatically part of the Global lpha Campaign? Yes! Every church running lpha starting this fall is part of a global invitation to try lpha. By using the campaign promotional images and Bear s story, you are joining hundreds of thousands of others across our country and around the world in the biggest church invitation of this generation. Got questions? Contact us at office@alphacanada.org or

7 THE LPH LOGO The lpha logo brings to life our central brand-positioning statement: Everyone carries a unique question. This is why the lpha logo is a question mark with the word lpha in the dot. There are many question marks for you to use, all available on lpha Builder (run.alphacanada.org). It can take twenty years for a logo to become instantly recognisable. That s why repetition and consistency are very important in our application of the lpha brand identity. We encourage that, where possible, the lpha logo is always placed in prominent positions, when promoting your lpha to your church or a potential guest. This question mark on the page is the lead question mark for our Global lpha Invitation featuring Bear Grylls. It is also available on lpha Builder. 6pt min 9mm 9mm To scale

8 LOGO COLOUR The logo colour is red. If we are to build strong recognition of the lpha logo around the world, we recommend the use of the same red wherever possible. We recommend setting the red to 95 per cent opacity when applied over images. Print Coated paper CMYK Screen RGB HEX# Pantone 485 C C0 M95 Y100 K0 R228 G35 B18 e42312 LOGO ISOLTION RE The lpha logo should always be surrounded by a minimum of a dot s width of space. This area is a minimum and should be increased wherever possible. The area of isolation ensures that text or other visual elements do no encroach on the logo. On our Global lpha Invitation materials, unfortunately, due to our agreement with Bear and his team, no other logos can be added to the assets. Thank you for understanding! Other logo Other logo

9 LOGO DON TS It is important to note that since the new branding launched, we have learned a great deal about how best to use it. This includes some good examples of how not to use the lpha logo: The lpha logo is one single colour, not multi-colour or patterned. The lpha logo does not join with other words to create a sub-logo for a National lpha office or context. The lpha logo is not the lpha logo if it does not follow guidelines on size and angle. London The smallest size logo is no smaller than the word lpha at 6pt. No other words are permitted in the dot or around the dot. Do not remove the word lpha from the dot, unless the word lpha will be smaller than 6pt, e.g. when used as your profile picture on Facebook or Twitter.

10 THE LPH FONT The lpha font is ITC vant Garde Gothic Std. If you are doing any design work on lpha assets for your church then please use this font. We advise purchasing the font family from fonts.com. If you are unable to purchase the full font family, we recommend purchasing at least two fonts: ITC vant Garde Gothic Std Book ITC vant Garde Gothic Std Bold ITC vant Garde Gothic Book BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $%^&*() ITC vant Garde Gothic Medium BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $%^&*() ITC vant Garde Gothic Bold BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $%^&*()