Brand Style Guide. How to use the Lifeway brand to maintain a cohesive identity in all mediums of visual communication

Transcription

1 How to use the Lifeway brand to maintain a cohesive identity in all mediums of visual communication 1

2 BRAND STYLE GUIDE Our brand is our most valuable asset in visual communications. It embodies the boldness, forward momentum, personality and excellence intrinsic to who we are and likely serves as the first impression of Lifeway with any audience in person or online. This guide contains constraints, rules and examples for maintaining a cohesive identity in all aspects of Lifeway s visual communications. Every person plays a part in ensuring that visuals produced in-house (or with an outside vendor) hold fast to these standards. The consistent application of this identity is crucial to supporting the message we carry. Our brand is a tool and, when used correctly and consistently, it ensures that every touch point reinforces the Lifeway brand and communicates excellence. The Lifeway media team will provide assistance on any branding applications that are unclear to you. We re here to help, and we are passionate about the Lifeway brand. 2

3 CONTENTS Brand Overview Logo 5 Branded House Logo Usage Tagline 10 Colors Typography 13 Photography.. 14 Black Market Graphics FAQ s Contact Information

4 BRAND OVERVIEW SUMMARY OF WHO WE ARE BRAND PERSONALITY Lifeway is an authentic church real truth for real life. We are a church with something for everyone - the unchurched, the dechurched, and those looking for a place to call home. In our services, we offer a friendly, welcoming atmosphere, passionate worship, powerful, relevant messages, and a life-changing experience. Lifeway is best summed up and simplified in the words describing our fundamental relationships: Know, Grow, Share, and Care KNOW - God s commitment to us GROW - Our relationship with God SHARE - Our fellowship within the church CARE - Our responsibility to our world Authentic Relationship Relevant Bold Journey Excellence BRAND ESSENCE This is the heart of the brand that we want to communicate. Real Life, God s Way 4

5 LOGO PRIMARY PRIMARY - REVERSED MARK 5

6 LOGO STACKED STACKED - REVERSED FAVICON 6

7 LOGO MONOTONE STACKED Every reasonable effort should be made to use the color version of our logo. If it s not practical or realistic, the following monotone versions may be used. Ensure colors follow our primary monotone palette. PRIMARY MARK 7

8 BRANDED HOUSE WE ARE A BRANDED HOUSE, NOT A HOUSE OF BRANDS A branded house methodology simply means that Lifeway is the brand, and all our ministries are under that main brand. Ministries do not exist outside the context of Lifeway; we are a unified body. Ministries are not their own brands, and, in turn, they do not need their own logos. The obvious exceptions to this are individually branded gatherings/environments, and events - e.g. Prelude, VBS. The Lifeway Children s and Student ministries are unique in brand architecture in that they have their own logos. This exception is made to ensure maximum impact with the appropriate audience and allow for better suited themeing needs. The following examples show approved variations to the logo in order to help establish continuity and centralization among ministries, groups, and events. Any variations to the standard logo MUST be submitted for approval before use. The Lifeway media team is available to create each variation to ensure consistency with brand guidelines. Children s Ministry Student Ministry 8

9 LOGO USAGE CONTROL SAFE AREA Do not crowd the logo or place other elements inside the safe area. The control area measurement is equal to the height of the E in Life. INCORRECT USAGE The logo is careful designed and has a strong presence. Please do not use obvious drop shadows, tinting, or other neato Photoshop effects. Do Not: Use unapproved layouts Use unapproved colors Stretch or condense* Use unapproved fonts MINIMUM SIZE To ensure legibility, when reproduced at minimum size, full length of the logo should be at least.75 wide. Example below is actual size. *see page 16 for help with resizing Add elements within control area Separate elements or use incomplete mark MAXIMUM SIZE There is no maximum size. However, special care must be made to ensure the logo and other elements do not become pixilated. Only use high resolution images. 9

10 TAGLINE TAGLINE TAGLINE REVERSED 10

11 COLOR - PRIMARY CORE PALETTE COLOR SCREEN / RGB PRINT / CMYK Our primary colors are distinguished and express our heritage, and simplicity. The brown and tan anchor our brand and are used to unify and maintain consistency across our church. Primary colors may be used for standard text, headlines, backgrounds, and in foundational roles. Only use the following approved CMYK, RGB, and HEX values. R78 G64 B56 HEX: #4E4038 C56 M62 Y67 K48 MONOTONE SCREEN / RGB PRINT / CMYK R77 G77 B77 C65 M58 Y57 K37 HEX: #4D4D4D R200 G183 B192 C22 M20 Y26 K0 R131 G131 B131 HEX: # C51 M42 Y42 K6 HEX: #C8C1B6 R242 G242 B242 HEX: #F2F2F2 C4 M3 Y3 K0 Monotone colors to be used in addition to basic black and white 11

12 COLOR - SECONDARY SUPPLEMENTAL PALETTE SCREEN / RGB PRINT / CMYK Our secondary colors have been specifically chosen to complement the primary Lifeway colors. These colors promote our brand personality attributes. The warm undertones in the palette communicate our authentic, warm, welcoming environment. The richness and depth of each color reflects our strive for excellence. The bright tones display our boldness, creativity, and strength. Each color is flexible to be used either individually or in a group. They may be used to differentiate elements, focus attention, or help identify groups of special features. Only use the following approved CMYK, RGB, and HEX values. R140 G35 B24 HEX: #8C2318 R94 G140 B106 HEX: #5E8C6A R136 G166 B94 HEX: #88A65E R191 G179 B90 HEX: #BFB35A C28 M96 Y100 K30 C66 M28 Y67 K8 C51 M20 Y80 K2 C28 M23 Y79 K1 R242 G196 B90 HEX: #F2C45A C5 M23 Y76 K0 12

13 TYPOGRAPHY OUR HANDWRITING PRIMARY TYPEFACE Any forms, letterhead, internal or public documents, etc. that you produce yourself should be set in the primary typeface. For all ministry-produced visuals, consider this the Lifeway voice and use it as your default font. Arial is a standard font on any computer. Contact the Media team if you do not have Arial. The primary typeface is Arial in regular, bold, and narrow versions. The logo uses a customized version of Levi Brush. Always use the outlined version of the logotype. Do not type out the logotype in Levi Brush. Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz !@#$%^&* Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz !@#$%^&* Arial Narrow ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz !@#$%^&* 13

14 PHOTOGRAPHY STOCK PHOTOGRAPHY NATURAL COLOR AND LIGHTING When possible, photos should be used that display the Lifeway congregation, events, building and services. Stock photography may only be used when a comparable photo of Lifeway elements cannot be found or produced. Keep the original color and lighting of the photography intact. Do not use photographic filters and effects or tint the photos. Keep the framing simple - do not contain images in complex shapes. Special attention should be taken to ensure copyright and ownership laws are followed. (Example: Don t just copy an image from the internet without checking for usage and copyright details.) 14

15 BLACK MARKET & ROGUE GRAPHICS Your job is to do ministry and our job is to support your ministry by providing tools, strategic thinking and visuals to help you achieve your goals. The Lifeway media team calls any unapproved graphic design or visual pieces created by a ministry area Black Market & Rogue Graphics. This is all the stuff that was deemed too minor to put in a design request for, or the pieces that just had to be done for a given Sunday, or the things that you requested but you thought wouldn t get produced in your time frame. We are committed to that as a team, and this frees you from having to focus on areas that aren t your area of expertise. These standards allow you to focus on what you do best, ministry, and allow us to focus on what we do best, promoting your ministry. Please, trust and rely on our team to do what we do best. We re here to support you by providing visuals in keeping with our identity. We need you to plan in advance, give us ample lead-time for all projects and to work with us to make strategic decisions about how to best achieve your goals. Our brand is cohesive and detailed, and the standards for maintaining it are exacting, purposeful and well thought through. Graphics produced without the Lifeway media team s input will stand out in unexcellent fashion. We want every touch point at Lifeway to be strong and effective in communicating your message. We are passionate about the Lifeway brand, and the ministry you are doing. Thank you for your cooperation! 15

16 FAQ s Q: Will I ever be able to create anything? A: YES! We are happy to provide templates for certain repeatable items in order to empower you and your ministry to create your own communication when the situation calls for this. Just let us know and we will be glad to help. Q: Will you then do everything I need/ask? A: NO. While we try to accommodate every request we may from time to time decline a project, most likely due to time restrictions (i.e. last minute requests). Help us by planning in advance, giving ample lead-time to work, and work with us in making decisions that effect your project. Q: It s just a little handout, what s the big deal? A: A high level of excellence is very important at Lifeway. As a church we strive for excellence in everything, including design. Rogue graphics produced without input are often lesser quality, confusing, and stand out in contrast to the Lifeway brand and culture. Overall, this poorly reflects on the Lifeway brand, our church, and, most importantly, our message. Q: When should I create something on my own versus requesting something from the Lifeway media team? A: We would love to help you with anything you are working on. We welcome and encourage questions and are passionate about helping you and your ministry spread your message. In the event that you MUST do something last minute and we have communicated that the timeline given is too short, please use this manual and other, already completed projects as guides. Q: I need one of the logo, taglines or something else. Where do I get it? A: We have each file in.jpg or.png format available for download on our website. If you need something else please contact us. Q: How do I resize the logo without stretching or changing the proportions? A: Hold down the Shift Key while dragging one of the corner handles. 16

17 HELP FOR QUESTIONS, CONCERNS, OR TO OFFER FEEDBACK Lifeway Media Team 17