St Brendan Brand Guidelines - St. Brendan Catholic Church

ST BRENDAN
BRAND
GUIDELINES
JANUARY, 2014
OUR
BRAND
0.0 GUIDELINES
Welcome Partners!
These guidelines are designed to help you work with our Ministry and
Organizational leaders to use our brand assets to produce brand-compliant
materials. Please remember all materials produced must be submitted to the
Marketing/Communications Department (MCD) for approval prior to release.
To make any use of our marks in a way that is not covered on the
following pages, please contact Jason Jourdan at [email protected]
with questions.
We appreciate your assistance in helping our faith community speak
with a unified voice and look forward to working with you.
Thank you.
POSITIONING
1.0 BRAND STORY
We’re all on a voyage of faith.
When we hold together as a community,
supporting one another as the tides rise and fall,
Christ will see us through life’s storms
and to the calm shores of His eternal salvation.
POSITIONING
1.1 POSITIONING STATEMENT
Saint Brendan The Navigator
is a community of Christ’s Catholic Church
that embraces people where they are
on their voyage of faith.
POSITIONING
1.2 MISSION STATEMENT
To meet people where they are on their
voyage of faith and offer them opportunities
to know, share, and live their faith.
POSITIONING
1.3 VIRTUES
Faith - Faith enables us to know God and all He has revealed
as the true center of our lives. Faith gives us the courage to
evangelize the Gospel and to live our Catholic Faith.
Hope - Hope compels us to desire God above all else.
We live out our lives in Hope, trusting in Christ Jesus
and His eternal salvation.
Charity - We seek to serve in love as God himself loves.
Charity enables us to live our faith and share it with others.
We love God above all things and our neighbor as ourselves.
IDENTITY
SYSTEM
2.0 BRAND ELEMENTS
LOGO
The Saint Brendan Identity System brings together
a carefully chosen combination of elements that differentiates
us in the marketplace and serves to tell our brand story.
COLORS
TYPOGRAPHY
PHOTOGRAPHY
IDENTITY
SYSTEM
2.1 LOGO
Our logo represents our brand and
is the cornerstone of our identity system.
Deviance from its defined usage can cause
confusion and loss of recognition in the public arena.
The strongest protection we can give our logo
is to use it consistently and correctly.
OUR LOGO SHOULD BE USED
IN ITS FULL COLOR VERSION
WHENEVER POSSIBLE. IT MAY
ALSO BE USED IN BLACK AND
WHITE OR (IN RARE INSTANCES)
A SINGLE COLOR APPLICATION.
IDENTITY
SYSTEM
2.1 LOGO
0.25”
WHERE
FAITH AND
EDUCATION
UNITE
IN ONE SCHOOL
Saint Brendan School is celebrating
50 years of Catholic education in
the Hilliard and Dublin communities.
We offer an educational program
that fosters lifelong development
of the whole child while striving
to teach students to be critical
thinkers, collaborative workers,
and Christian people.
SCAN HERE FOR INFORMATION
ON ENROLLMENT, ATHLETICS,
AND MORE!
614.876.6132 STBRENDANS.NET
OUR LOGO IS TO BE USED AS A SIGNATURE ON MOST PIECES
OF COLLATERAL. THE BOTTOM RIGHT CORNER WITH AN
APPROPRIATE AMMOUNT OF CLEAR ZONE IS BEST.
THE “CURRAGH” CAN BE USED AS AN
ICON OR MEME FOR SOCIAL MEDIA
APPLICATIONS ONLY.
OUR LOGO SHOULD HAVE A
MINIMUM PROPORTIONAL CLEAR ZONE
OF ONE “X” HEIGHT OF THE “N” IN BRENDAN.
DO NOT:
• SKEW OR MORPH SHAPE
• ROTATE OR CHANGE DIRECTION
• ADD SHINEY EFFECTS
IDENTITY
SYSTEM
2.1 LOGO
Logos are available for the Parish, School, and Faith Formation
in the following formats:
jpeg
.eps
.png
TAG - EXTERNAL
ALL LOGOS WITH THE “HILLIARD, OHIO”TAG
SHOULD BE USED FOR EXTERNAL COMMUNICATIONS.
Logo assets are available for download by clicking here:
https://www.dropbox.com/sh/m02h2tsez1ly7bl/eOqEcugr2Y
Please see descriptions and usage recommendations.
If you do not find a file format or version for a specific promotional
application, please contact Jason Jourdan at: [email protected]
Thank you!
NO TAG - INTERNAL
ALL LOGOS WITH NO TAG
SHOULD BE USED FOR INTERNAL PIECES.
IDENTITY
SYSTEM
2.2 COLORS
This is a visual representation of the colors in our brand palette.
White is a primary color and should always be the dominant
background color in brand-centric promotions.
Our secondary colors should always be used in a carefully
considered manner. PMS 325 is commonly associated with
materials for St Brendan School and PMS 1235 represents
The Ministry of Faith Formation.
PRIMARY COLORS
PMS 349
PMS 382
SECONDARY COLORS
PMS 325
PMS 1235
PMS 1525 PMS 1545
IDENTITY
SYSTEM
2.3 TYPOGRAPHY
Optima
Optima Regular
Optima Italic
Optima Bold
Optima Bold Italic
Optima Extra Black
Optima has been chosen as our primary font.
Used in the variations to the left, it is the
primary font for body copy.
Optima is also used in its Extra Black form
as our logo type.
IDENTITY
SYSTEM
2.3 TYPOGRAPHY
MYRIAD PRO
MYRIAD PRO LIGHT
MYRIAD PRO BOLD
Myriad Pro has been chosen as
our secondary and headline font.
It should be used in the variations shown
when absolute clarity is called for such
as business cards, charts, and signage.
Myriad Pro should only be used
in uppercase.
IDENTITY
SYSTEM
2.4 PHOTOGRAPHY
Photography should be selected with the following concepts in mind:
Honesty - Choose positive subjects shown in a straightforward manner.
Show real people, not models. Show real moments, not contrived poses.
Clarity - Our images should be fresh and distinctive with an
eye towards clear and contemporary lighting.
Metaphors - Our images should always tell a story. This will help
to ensure that our brand shines through in content as well as style.
Color Photography is preferred, but B&W images may be used
in instances of B&W print ads, internal forms, fliers, etc.
We use a mixture of original and stock imagery to create our promotions.
IDENTITY
SYSTEM
2.4 PHOTOGRAPHY
TELL OUR BRAND STORY
THROUGH AUTHENTIC MOMENTS.
REAL PEOPLE,
NOT MODELS.
SHOW ETHNICALLY
DIVERSE PEOPLE.
REAL MOMENTS
TO PULL PEOPLE IN.
REAL ENVIRONMENTS
WITH A HUMAN ELEMENT.
IDENTITY
SYSTEM
2.4 PHOTOGRAPHY
AVOID USING CLIP ART/ILLUSTRATION
IN PLACE OF PHOTOGRAPHY. OUR
MESSAGES ARE BETTER PORTRAYED
THROUGH PHOTOGRAPHS
Images from the St Brendan Promotional Library are available.
Please contact Jason Jourdan at: [email protected]
to request images.
Thank you!
WRITER’S
GUIDE
3.0 MESSAGING
We must communicate openly, honestly, and authentically.
How we speak to our audience is just as important as what we say.
Our writing should communicate our positioning and tell our story
in a voice that is approachable and resonate.
Clear objectives should be set when writing promotional materials.
There should also be a definable call to action in our communications.
Example(s): “Join us for an event,” “ Visit our web page,” or “Find us on Facebook.”
WRITER’S
GUIDE
3.1 FILTER
Every piece of communication we produce should be filtered
through the position of our brand. Does the message support
the St Brendan position to meet people where they are on their voyage of faith?
Does the combination of visuals and copy tell our story?
Is the campaign promoting St Brendan as a supportive community
on the voyage of faith?
By producing messaging and collateral materials specific to the
St Brendan Brand, we will be able to address our parish and speak
to the broader community with a unified voice.
WRITER’S
GUIDE
3.2 VOICE
In keeping with our desire to reach out and be welcoming,
our voice needs to be one of a trusted friend. We want to be inviting
to the faithful as well as the secular audience. Inspire people by posing
thoughtful questions, or making statements of universal truth and appeal.
Think parables.
Keep the communication simple and straight forward.
Headlines should capture moments and appeal to/promote
our positioning.
WRITER’S
GUIDE
3.3 STYLE GUIDE
Names and Titles - Our official names are:
“Saint Brendan The Navigator Church of Hilliard, Ohio”
and “Saint Brendan School of Hilliard, Ohio.”
Avoid periods after abbreviations for designations such as “Saint” and “Father.”
Example(s): St Brendan, Fr Bob
Abbreviations - On first reference to an organization or other abbreviated entity,
use its full name with abbreviation in parentheses. Thereafter, use on the abbreviation.
Example:
The Mutli-Purpose Room (MPR); thereafter, the MPR
The School Advisory Board (SAB); thereafter, the SAB
Commas - Use serial comma. Example: I enjoy apples, bananas, and grapes.
Phone Numbers - Phone numbers use decimal separators between area code
and phone digits. Example: 614.555.4545, ex 123
Time of Day - Use Uppercase AM and PM. Also drop “:00” for times on the exact hour.
Example(s): 1 PM (not 1 p.m.), 2:45 PM, 8:15 AM.
Calendar Dates - Dates appear in this format: January 31, 2014. If text follows,
use a comma after the year. Do not abbreviate the Month. Do not use ordinal numbers
for dates. Example(s): December 3 not December 3rd; July 4 not July 4th.
Numbers - Use percentage symbol, not spelled out percent.
Example: 5% not 5 percent.
Only use ordinal numbers to indicate grades or the order of days.
Example(s): 4th graders, 6th grade class OR 1st Sunday, 3rd week in November
COLLATERAL
4.0 BRAND-CENTRIC EXAMPLES
FR BOB PENHALLURICK
PASTOR
WISHING YOU
A MERRY
p: 614.876.1272
e: [email protected]
4475 DUBLIN ROAD
HILLIARD, OHIO 43026-2443
stbrendans.net
LIFE IS A
VOYAGE
ON THE SEA
OF FAITH
CHRISTMAS
JOIN
US FOR THESE
UPCOMING EVENTS
JANUARY 16, 9AM - 12PM
St. Brendan School Open House
JANUARY 30, 9AM - 12PM
St. Brendan School Open House
COLLATERAL
4.1 BRAND-CENTRIC EXAMPLES
WHERE
FAITH AND
EDUCATION
UNITE
WELCOME TO
IN ONE SCHOOL
Saint Brendan School is celebrating
50 years of Catholic education in
the Hilliard and Dublin communities.
We offer an educational program
that fosters lifelong development
of the whole child while striving
to teach students to be critical
thinkers, collaborative workers,
and Christian people.
SCAN HERE FOR INFORMATION
ON ENROLLMENT, ATHLETICS,
AND MORE!
614.876.6132 STBRENDANS.NET
facebook.com/StBrendanHilliard
COLLATERAL
4.2 CO-BRAND EXAMPLES
TICKETS SOLD
AFTER MASS
BASKET RAFFLE
Winners
drawn on
March 1st
(at the auction)
Winner need not
be present to win
BOOKWORM BASKET
FEB. 15,
16, 22,
& 23
STBRENDAN THE NAVIGATOR 2014 STEWARDSHIP
A COMMON
5
$
PER
TICKET
GOLF
LOVER’S
BASKET
Donated by St. Brendan Kindergarteners
22 BOOKS & $40 IN GIFT CARDS
Donated by
St. Brendan
1st Graders
$70 IN GIFT
CARDS PLUS
GOLF ITEMS
EXPLORE
COLUMBUS!
Donated by St. Brendan 5th Graders
$370 IN GIFT CARDS PLUS
COLUMBUS AREA PRODUCTS
LEGO LOVER’S
BASKET
COURSE
FOR OUR
FUTURE
PLEASE RETURN PLEDGE
CARDS BY OCTOBER, 31.
Donated by St. Brendan
2nd & 3rd Graders
$50 IN GIFT CARDS
PLUS 35 LEGO SETS
AMERICAN
GIRL
Donated by
St. Brendan
2nd & 3rd
Graders
$100 IN
GIFT CARDS
PLUS DOLL
ACCESSORIES
SHOP
TIL YOU DROP!
Donated by St. Brendan 6th Graders
$320 IN GIFT CARDS
TEENAGER BASKET
Donated by St. Brendan 7th Graders
$265 IN GIFT CARDS
PLUS “COOL”
STUFF
DINNER
AND A
MOVIE!
Donated by
St. Brendan
4th Graders
GAS &
GROCERY BASKET
$595 IN GIFT
CARDS, 8 GOLD
TICKETS PLUS
6 DVDs
PLEDGE CARDS WERE MAILED WITH YOUR
2014 DIRECTORY AND MAY BE INSIDE THE BOOKLET.
Donated by St. Brendan 8th Graders
$450 IN GIFT CARDS
FOR TICKET INFO:
Contact Deneen Schamer at [email protected],
Candace DeLuca at [email protected] OR visit our auction raffle webpage:
www.bit.ly/stbrendanrsvp
Branded templates are available for Ads, Direct Mail, Posters, etc.
Please contact Jason Jourdan at: [email protected]
with brand questions or to request templates.
Thank you!
THANK YOU.