Branding Guidelines - Heartland Community Church

COMMUNITY CHURCH
Branding Guidelines
{Table of Contents}
our brand
1
logo
3
logo specifications
4
logo usage
7
3g’s brand
10
3g’s specifications
11
color
13
typeface
15
Table of Contents
imagery
16
supporting graphics
17
ministry branding
20
ministry logo usage
21
ministry logos
22
our brand
We are Heartland...
We are working to be a grace place for those far from God;
a place that feels welcoming to those for whom church is a
scary foreign culture…
We are putting “the cookies” of the Gospel on a shelf where the
world can reach them…
We are building a church for the unchurched.
As we prepare to move and embrace all of the new
opportunities our new site will afford us, we have – perhaps more
than ever before in our history as a church – the chance to engage
the unchurched with God’s message of grace.
who are we?
Our brand can be a powerful tool
to help us in this endeavor.
Our logos, typefaces, and color guidelines have been
specifically selected to reflect our value of excellence and to
convey to those who see them an impression of who we are as
people and as a church – casual, honest, gracious,
culturally relevant, fun, welcoming. But ultimately our ‘brand’ is
much more than logos, colors and formats – it is the product of the
many different factors that create an overall impression of
Heartland in people’s minds. Our brand is the way people think,
feel and respond when they hear or read the name ‘Heartland.’
Every Heartlander and every ministry area at Heartland is an
ambassador of the Heartland brand.
Of course, each ministry area establishes its ministry programs and
practices to ensure that it is consistently making the best possible
impression upon the people whom it serves. In the same way, the
guidelines contained in the following pages have been developed
to ensure that, by being
consistent in our use of our logos and our ‘look’, we (Heartland as
a whole) consistently make a positive impression with all of our
printed pieces, web pages and slides.
Thank you for helping us make and keep making a good
impression via excellent and consistent use of these branding
elements!
1
our brand
{Practical}
{Approachable}
friendly and welcoming; not
stuffy or pretentious; you can
ask us anything
straightforward and simple,
genuine and honest, real; not
unnecessarily complicated or
convoluted
{Original}
current and fresh, unique
and creative; not tired
or expected
{Playful}
fun and imaginative, lively
and light; not taking
ourselves too seriously or
being unnecessarily rigid
{Excellent}
skillfulness in execution; well-made final products that
professional in appearance
2
logo
{ The Heartland logo is made
up of three elements }
1. Symbol - The lime green shape
with the Heartland “rings” rendered in
simple white lines. This is an evolution
of the Heartland logo where the “rings”
are used as a connection to the past.
1
2
COMMUNITY CHURCH
{building a church for the unchurched}
3
2. Word Mark - The words “heartland
community church” 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 accessible feel.
3. Tagline - the phrase “building a
church for the unchurched”- this is
the mission of Heartland Community
Church.
3
logo specifications
Clear Space
In order to display the Heartland logo
properly for maximum impact a clear
space is required on all sides. This
clear space is measured by the height
of the lowercase letters as shown
(noted with the letter “x”). No imagery,
graphic, fold or any other element
should interfere with this space for
any reason.
x
x
x
COMMUNITY CHURCH
x
COMMUNITY CHURCH
{building a church for the unchurched}
Minimum Sizes
The size of the Heartland logo and its
elements are critical in order to
communicate our brand professionally
and consistently. The logo 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
COMMUNITY CHURCH
{building a church for the unchurched}
2”
COMMUNITY CHURCH
11/2”
COMMUNITY CHURCH
1”
4
logo specifications (cont)
The following colors are used in the
Heartland logo. For color usage on dark
or colored background see logo
specifications.
COMMUNITY CHURCH
{building a church for the unchurched}
Pantone 381C
CMYK (13,0,72,0)
Pantone 417 C
CMYK (0,0,25,65)
Pantone 158 C
CMYK (0,61,97,0)
5
logo specifications (cont)
The Heartland logo is available in
two different formats to allow for
flexibility in different design
environments.
primary formats
COMMUNITY CHURCH
{building a church for the unchurched}
COMMUNITY CHURCH
alternative format
6
logo usage
Full Color
Use full color logo primarily on
white for maximum legibility.
COMMUNITY CHURCH
{building a church for the unchurched}
Two Color
Use two color logo primarily on
dark or colored backgrounds for
maximum legibility.
7
logo usage (cont.)
Grayscale
Use grayscale logo primarily
on black and white documents.
COMMUNITY CHURCH
{building a church for the unchurched}
One Color
For one color applications
logo should be white or 85%
black
8
logo usage (cont.)
Incorrect Logo Usage
Below are examples if improper uses of
the Heartland logo. This usage applies to
all logos in this branding guide.
DO NOT
1. Distort the logo
2. Alter placement of the logo elements
3. Alter the color of the logo
4. Change the typeface of the logo
5. Use the logo symbol alone
6. Use a bit-mapped or low resolution logo
1
2
3
4
5
6
9
3g’s brand
{ The “gather”, “grow” and “go” logos
are made up of 3 elements.}
1. Symbol - Each “g” logo has a unique symbol
made up of a gray shape with an expressive line
drawing contained in each box. Each line drawing
is meant to represent and express the idea of
“gather”, “grow” or “go”
1
3
2
2. Word Mark - The words “gather”, “grow”, and
“go” in the Eurostile font.
3. Tag Line - Each logo has a unique tag line to
assist in further explaining the purpose of either
“gather”, “grow”, or “go”
The “gather, grow, go” logos can function
together as a set of three, but have also been
created to function separately as well.
10
3g’s brand specifications
Clear Space
In order to display the “gather, grow, go”
logos properly for maximum impact a clear
space is required on all sides. This clear
space is measured by the lowercase height
of the letter “g” (noted by the letter “x”) as
shown.
No imagery, graphic, fold or any other
element should interfere with this space
for any reason.
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
13/4”
1/2”
11
3g’s brand specifications (cont.)
Mid Green ( Option 1: 390 U) (Option
Dark Green ( Option 1: 377 U) (Option
Brown
476 C
Blue
(Option 1: 3155 U) (Option
Grey: PMS 417C
hex: 6
Light Green: PMS 381C hex: c9dc07
Orange: PMS 158C hex: e
Color
Grayscale
Black - 85%
Black - 25%
Black - 85%
Black - 45%
Black - 85%
Black - 60%
12
color
n 2: 390 C)
n 2: 377 C)
The Heartland brand has 4 “core” colors listed below.
These are the primary colors to be used in design pieces
n 2: 3155 C) that a the Heartland’s branding. A color ratio on the fol6d6e65
lowing page can be used as a guide for how prominent
each color should be in a design piece
e97124
Pantone 417 C
CMYK (0,0,25,65)
Pantone 381C
CMYK (13,0,72,0)
Pantone 476C
Pantone 377C
CMYK (57,80,100,45) CMYK (22,0,100,8)
The Heartland brand also has 3 “secondary”
colors that can be used to highlight or emphasize
a design piece.
Pantone 371C
CMYK (45,0,100,25)
Pantone 158 C
CMYK (0,61,97,0)
Pantone 3155C
CMYK (100,0,24,38)
13
color (cont.)
The color ratio can be used to determine how much
prominence or emphasis the different colors of the
Heartland brand should have in a given design piece
14
typeface
The Eurostile Font family is
our primary typeface. It is to
be used in headings and large
type only
The Helvetica font family is our
secondary typeface. It is to be
used in all body copy and large
portions of copy.
Aa
Aa
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890-+!@#$%^&*()_+
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890-+!@#$%^&*()_+
15
imagery
Imagery used with Heartland’s
brand should capture the nature
and essence of the brand. When
possible it is preferred that images
are macro in nature with either the
foreground or background being
in focus with the other being out of
focus.
16
supporting graphics
Curved lines can be used as in a
design piece as part of the
Heartland brand
The use of brackets from the
Eurostile font are often used in the
Heartland brand to bring emphasis
to a headline or other important
copy.
The “leaf” shape can be used
creatively as a supporting graphic
for the heartland brand. The shapes
can be outlines, filed with solid or
gradient color, or filled with images.
Please do not fill shapes with
patterns or texture.
lines
brackets
shapes
17
ministries branding
{ The ministry specific logos are made up of 3 elements.}
1. Symbol - The 3 “leaf” shapes make up the symbol part of the logo. They hint at the idea of
growth with their shape and position. Having 3 shapes also hints at the bigger overall church
strategy of “gather, grow, go” since each of those elements of the strategy are part of every
ministry at Heartland
2. Word Mark - The name of the specific ministry in all caps in the Eurostile font.
3. Word Tag - Each logo containts the name “heartland” in the eurostile font so that each ministry
is defined as a part Heartland Community Churh.
3
1
2
18
ministries logo usage
Clear Space
In order to display a ministry logo properly for
maximum impact a clear space is required
on all sides. This clear space is measured by
half the height of the letters in the minisry
name (noted by the letter “x”) as shown.
No imagery, graphic, fold or any other
element should interfere with this space
for any reason.
Minimum Sizes
The size of a ministry logo and its 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
2”
19
ministries logos - children
The following logos are for use in the different Children’s ministries at
Heartland Community Church.
20
ministries logos - youth
The following logos are for use in the different Youth ministries at
Heartland Community Church.
21
ministries logos - adults
The following logos are for use in the different Adult ministries at
Heartland Community Church.
22