A guide to our brand. Evangelical Alliance brand guidelines

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1 A guide to our brand Evangelical Alliance brand guidelines

2 These guidelines reaffirm the Evangelical Alliance brand and give some examples of how it can be implemented. It is important that these guidelines are followed to make all of our materials and design work as effective and consistent as possible. Evangelical Alliance - Brand guidelines - 2

3 Contents 1 Brand introduction 1.1 Why do we need brand guidelines? Brand guardians Legal requirements Our name 7 2 Logos 2.1 Logo history Logo variations Sizes & clear zones Logo guidelines 13 3 Colour palette 4 Typography 4.1 Primary typeface Secondary typefaces Typeface examples 19 5 Photography 5.1 Photography guidelines Photography do's and don'ts Permissions & credits Image resolutions 23 6 Further information 3.1 Brand colours 15 Evangelical Alliance - Brand guidelines - 3

4 1 Brand introduction Evangelical Alliance - Brand guidelines - 4

5 1.1 Why do we need brand guidelines? All of us who represent the Evangelical Alliance must be able to communicate our brand with ease and confidence. Brand isn t just the logo. Brand is made up of a number of different components: the look or visual identity, the way we communicate and the work we do on the ground. From the board, trustees, staff and partners we should all know exactly how and what to communicate to ensure that our brand is crystal clear. Our culture is full of brands and identities, so it s vital that our brand is recognisable by everyone we interact with. We can t assume that because we recognise our brand that everyone else does too. We see it almost every day! In this document you will find everything you need to understand the Evangelical Alliance brand. From what we say, to how we look. Our brand must be recognisable and consistent. It is absolutely key to helping us grow good relationships with our supporters, members and wider audiences. Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 5

6 1.2 Brand guardians The guardians of the Evangelical Alliance brand are the Communications team - specifically the head of communications & marketing, digital lead and projects & digital content lead; all new branded or customer facing designed material must be passed by them before proceeding to print or online usage. This is especially important for internally produced material, letters, flyers, posters and advertisements. 1.3 Legal requirements Evangelical Alliance legal details should appear on all company letters, compliment slips, s, newsletters and on the company s website. It should appear in the following format: The Evangelical Alliance. A company limited by guarantee Registered in England & Wales No Registered Charity No England and Wales: , Scotland: SC Registered Office: 176 Copenhagen Street, London, N1 0ST Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 6

7 1.4 Our name Our vision: The Evangelical Alliance exists to unite the Church in mission and in voice. Our mission: Working for a united Church; confident in voice; inspired for mission. Using the Evangelical Alliance name: At all times refer to our organisation as Evangelical Alliance. Never EA, EAUK or any other iteration. Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 7

8 2 Logos Evangelical Alliance - Brand guidelines - 8

9 2.1 Logo history With more than 170 behind us the Evangelical Alliance has a long history of designs and publications. The most recent Evangelical Alliance logos have had different straplines, styles and colours - the most recent style being introduced in the 2000s. Keeping a logo inline with our history is key to ensuring that stakeholders associate our branding with the Evangelical Alliance. 1980s 1990s 2000s present Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 9

10 2.2 Logo variations The Evangelical Alliance logo is the glue of our identity. It needs to be used consistently and correctly. Please take time to understand how it is applied so it will always appear consistent across all communications. The following pages explain more about our logo variations, and how to apply our logos correctly. It must always be reproduced from the master artwork, which is available from Sharepoint, or the communications team. Main logo White logo Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 10

11 Supporting Logos Circles To be used in Evangelical Alliance documents in exceptional circumstances where there is no room to feature the main logo. If used, the main Evangelical Alliance brand should be affirmed in the rest of the document. Membership logo To be used by member churches and organisations on their literature and online material to show membership status. member of Nations logo To be used by Evangelical Alliance nations on country specific resources and publications. The use of these is at the respective nations discretion. Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 11

12 2.3 Sizes & clear zones The Evangelical Alliance logo should always be prominent and legible. The appropriate size of the logo will depend on the publication. There is no maximum size but the logos should be displayed no smaller than: The logos need clear space around it to give it logo prominence and room to breathe. This area should be equal to the height of the 'e' in the logo and scales up accordingly. 80mm 23mm Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 12

13 2.4 Logo guidelines unity, mission, voice evangelical alliance together making Jesus known Do not recolour the logo Do not change the tagline Do not change the font Do not place the logo on a background of the Evangelical Alliance's colour palette Do not change the colours of the circles Do not reposition the logo Do not tilt or rotate the logo Do not stretch or distort the logo Do not remove the circles Do not place the logo on a dark or cluttered background Do not place the logo on a white or cluttered background Do not place other text within the logo clear zone Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 13

14 3 Colour palette Evangelical Alliance - Brand guidelines - 14

15 3.1 Brand colours The Evangelical Alliance has a recognisable colour palette. Our main used colours are dark blue and turquoise. Lime green is used as a supporting colour and is not used as much as the others. 50% 30% 15% 5% Where possible, these should be produced as solid block colours. For times when a softer complementary colour is needed tints can be used, but should only be used to back up the main colours. Colour balance N.B. In print, body text should appear in a dark grey: C 0% M 0% Y 0% K 90% Dark Blue Turquoise Lime green PANTONE: 288 EC PANTONE: 320 EC PANTONE: 584 EC CMYK: C 98 M 89 Y 32 K 26 CMYK: C 71 M 22 Y 27 K 3 CMYK: C 20 M 2 Y 72 K 0 RGB: R 39 G 46 B 91 RGB: R 68 G 155 B 174 RGB: R 219 G 219 B 97 Silver HEX: #272d5b HEX: #449bb0 HEX: #dbdb61 C 36 M 26 Y 22 K 4 R 172 G 175 B 183 #abafb7 Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 15

16 4 Typography Evangelical Alliance - Brand guidelines - 16

17 4.1 Primary typeface Proxima Nova is our primary typeface. We use three weights to allow for great flexibility in our tone and voice: light, medium and bold. This font is available from Typekit: All public facing materials and literature should use this font family. Proxima Nova Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A quick brown fox jumps over the lazy dog Proxima Nova Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A quick brown fox jumps over the lazy dog Proxima Nova Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A quick brown fox jumps over the lazy dog Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 17

18 4.2 Secondary typefaces Lato for internal documents. Arial for other uses. When Proxima Nova is not available, the alternative font Lato can be used. This is most likely to be used for documents produced internally. When Lato is not available, the fallback typeface is Arial. This is most likely to be used in s. We use three weights of Lato, to mimic the primary typeface; light, medium and bold We use two weights of Arial: regular and bold Lato is a free font available for download from: Arial will be pre-installed on all modern operating systems. Lato Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 18

19 4.3 Typeface examples The following examples are intended to be a suggestion of how we should use headings, sub-headings and body copy. Font sizes and colours should be changed according to needs and sizes of materials being designed. Together making Jesus known Unity, voice and mission Working for a united Church; confident in voice; inspired for mission. Title heading Font: Proxima Nova Bold Font size: 50pt Leading: 55pt Title sub-heading Font: Proxima Nova Medium Font size: 35pt Leading: 40pt Section heading Font: Proxima Nova Medium Font size: 17pt Leading: 23pt We are the largest and oldest body representing the UK s two million evangelical Christians. For more than 170 years, we have been bringing Christians together and helping them listen to, and be heard by, the government, media and society. Body copy Font: Proxima Nova Light Font size: 13pt Leading: 19pt Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 19

20 4.4 Serif typeface Adobe Garamond is our serif typeface. The serif typeface recommended for Evangelical Alliance documents is Adobe Garamond. This font should be used secondary to the primary typeface. Creative freedom is permitted if Adobe Garamond does not meet requirements. This font is available through Adobe Typekit. If typekit is not available, Georgia is a good alternative. Adobe Garamond Regular ABCDEFGLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A quick brown fox jumps over the lazy dog Adobe Garamond Regular ABCDEFGLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A quick brown fox jumps over the lazy dog Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 20

21 4.4 Decorative typeface Playlist Script is our decorative typeface. For moments when a decorative font is required, Playlist Script is recommended as a decorative typeface. This is the main recommendation for a decorative typeface. Creative freedom is permitted if Playlist Script does not meet requirements This font is available freely online, or through the Digital lead. Playlist Script ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A quick brown fox jumps over the lazy dog Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 21

22 5 Photography Evangelical Alliance - Brand guidelines - 22

23 5.1 Photography guidelines Use of photography is encouraged in the Evangelical Alliance brand. We have a library of images available for such use. When selecting images yourself, please use those that are positive, diverse and high quality. People Photographs of people is a core part of the Evangelical Alliance brand. It is important that these photos keep to a high standard. Eye contact, either between people in the photo, or the person (or people) looking at the camera, works particularly well. People should be happy or concentrating, not sad or negative. If a suitable photograph is not available within our image library, discuss image requirements with the communications team before purchasing from a commercial stock photography source. To maintain a high standard, every photo must be available in a high quality. Please adhere to the recommendations on the following pages as a guideline for the use of imagery and the supply of artwork for print and digital publication. Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 23

24 5.2 Photography do's and don'ts Do's Don'ts Pictures should be taken in natural surroundings and not staged. In general the tone of imagery should be positive. Full page imagery is striking and effective and the use of large images is encouraged. Use of photos to tell a story is encouraged. People Smiling, happy, engaged, dignified and natural Engaging and connecting with other people, focusing on the unity of the group Diverse ethnicities and ages Eye contact where appropriate Ensure photo is not busy Pictures used should not be from a mobile phone and should be taken on a professional camera. Do not use photos that you have already seen elsewhere or photos that do not feel 'fresh'. Do not use search engines to find images. (i.e. Google) Avoid negative pictures Limit the use of artificial backgrounds Do not use photos that you have seen before Do not use flash and spotlights Avoid extreme close ups or distances No blurred or low resolution shots Avoid using illustrations or cartoons unless on education materials Avoid staged photos Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 24

25 5.3 Permissions & credits Ensure that you have the appropriate copyright permission before you use pictures you have found yourself and credit any relevant photographers clearly. The style and formatting of crediting and captioning should be consistent throughout the document. Where the aesthetics of the imagery is jeopardised by including the credit within the image or near to it, it is acceptable to include a concise block of credits in a quiet area of the page or at the end of the document. It is your responsibility to ensure that the photo you are using has the appropriate copyright for use. The Evangelical Alliance is not responsible for inappropriate usage of copyrighted images. Photo taken by Alex Moyler 5.4 Image resolutions Digital publications For mediums such as the web, online publications, attachments and HTML s, retina images should be used. If you are using a photo that is 400px wide, scale it down to 800px wide. More information on retina is available from the digital lead. Print publication Ideally 300dpi (dots per inch) images and artwork should be provided for printed literature. Use this format for material such as leaflets/flyers, posters (up to A2 size) and business stationery. Evangelical Alliance Alliance - Brand - Brand guidelines guidelines - 25

26 6 Further information If you would like to know anything more about the Evangelical Alliance brand or have any questions please contact: Digital lead T E. Evangelical Alliance - Brand guidelines - 26

27 Version May 2018 Evangelical Alliance 176 Copenhagen Street, London, N1 0ST T E info@eauk.org W The Evangelical Alliance. A company limited by guarantee Registered in England & Wales No Registered Charity No England and Wales: , Scotland: SC Registered Office: 176 Copenhagen Street, London, N1 0ST Together making Jesus known