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Alpha Brand Guidelines

Oct 2018


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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Introduction


Welcome to the Alpha Brand Guidelines.

1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values

These guidelines are designed to help you use Alpha brand assets, including the Alpha logo, fonts and colours, creatively and effectively.

6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice

Alpha is a global brand, with over 50 offices and courses in over 100 countries around the world and we communicate daily to thousands of people about Alpha; inviting people to try Alpha, inviting supporters to donate to Alpha or church teams to run Alpha. When we apply the Alpha brand consistently, and with a passion for

11. Definitions

creative excellence, we are giving our churches our best, and acting as

12. FAQs

guardians of the Alpha brand. Together, we are effectively raising the global awareness of Alpha in every village, town and city and country around the world.

If you have any questions about the brand guidelines, please contact

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comms@alpha.org.


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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Our Brand Vision, Mission and Values


Alpha’s vision is the evangelisation of the nations, the revitalisation of the church and the transformation of society.

1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts

We believe that everyone should have the opportunity to explore a personal relationship with Jesus, wherever they are in the world, for free.

10. Best Practice 11. Definitions 12. FAQs

Our mission is to equip and serve the church in its mission to help people to discover and develop a 5

relationship with Jesus.


Our Brand Values

1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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2

3

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We are for the church, by the church and through the church.

We are passionate about unity.

We believe the church deserves our best.

We believe in giving it all away.

Our goal is the revitalisation of the church. We don’t invite guests into a relationship with Alpha; our hope is to introduce people to a relationship with Jesus and to connect them into their local church

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community.

Alpha is unique in providing a common tool for evangelisation that is being used by all Christian traditions and denominations and is building relational unity at a grass roots level around the world.

We want to equip the church with excellent tools that they are excited and confident to share with unchurched guests. We’re focused on innovation to continually improve and respond to the evolving needs of the church around the world.

We don’t want to monetise Alpha: it’s free to guests and churches. Alpha is God’s mission and the glory goes to him, not us.


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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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What is Alpha?


We describe Alpha by answering three key questions:

1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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What is it? Alpha is a series of sessions exploring the Christian faith. Each talk looks at a different question around faith and is

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designed to create conversation.

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Where is it? Alpha is run all around the globe, and everyone’s welcome.

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How does it work? No two Alphas look the same, but generally they have three key things in common: food, a talk and good conversation.


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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Our Target Audiences


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo

In the context of our marketing and communication, Alpha has five key target audiences, with a primary focus on the church leader:

8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

We have multiple target audiences, all of which are unique and important, but in order to serve our vision effectively our primary focus is the church leader. When creating or communicating about Alpha materials, we need to be aware of each of their specific needs and cater accordingly. In order to make sure we are serving and equipping our global audiences effectively, we encourage you, the National Alpha

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Office, to refine these further to reflect your specific region.


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

Church Leader and Team Leader

4. Our Target Audiences 5. Creative Values

Church Leader

6. Tone of Voice

As we explained earlier, one of our core brand values is that we

7. The History of the Alpha Logo

are for the church, by the church, through the church. The church leader – the person responsible for the local church or diocese

8. The Alpha Logo

(eg pastor, vicar, priest or bishop) involved with Alpha – is therefore a key relationship for Alpha.

9. Colour and Fonts

The church leader is the person who encourages the team and

10. Best Practice

congregation to get behind Alpha, communicates the values of

11. Definitions

Alpha, mobilises the church to invite people to try Alpha as well

12. FAQs

Leadership Conference or a local Alpha Conference to learn

as to pray for Alpha. The church leader is likely to attend more about Alpha.

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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values

Team Leader

6. Tone of Voice

The team leader is someone who is either considering or already

7. The History of the Alpha Logo

running Alpha. The team leader interacts with Alpha through a National Alpha Office, through the Alpha website or through local

8. The Alpha Logo

Alpha events. Providing effective training and materials on how to run Alpha excellently is key in supporting and encouraging them

9. Colour and Fonts

as they run their course.

10. Best Practice 11. Definitions 12. FAQs

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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values

One way of communicating Alpha to church and team leaders is:

6. Tone of Voice

Alpha is a tool for empowering the local church in its mission to

7. The History of the Alpha Logo

share the good news of Jesus and to raise leaders. It does this by focusing on the initial message of the gospel; leading people to a personal encounter with God in the power of the Holy Spirit,

8. The Alpha Logo

fostering an invitational culture and enabling ‘ordinary’ church

9. Colour and Fonts

members to play their part in the church’s mission in engaging a younger generation through hospitality, food, interesting talks and

10. Best Practice

a safe space for discussion. It models a leadership pipeline, which keeps the church’s focus on forming disciples and releasing them

11. Definitions

as leaders in the life of the church.

12. FAQs

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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

Congregation and Guest

4. Our Target Audiences 5. Creative Values

Congregation

6. Tone of Voice

The congregation are those who are encouraged to spread the word

7. The History of the Alpha Logo

and invite people to try Alpha and/or are part of the team running it. The congregation interacts with Alpha through their church leader

8. The Alpha Logo

on a Sunday, through church communication and at team training events. Providing training specifically on authentic organic invitation

9. Colour and Fonts

and tools to prompt conversation with the people they want to invite

10. Best Practice

is essential in order for guests to come to Alpha.

11. Definitions

One way of communicating Alpha to this audience is: Alpha is a tool to help you introduce your friends and family to the

12. FAQs

Christian faith. It takes place over a series of sessions, with each session including food, a short talk and a discussion where they can share their thoughts. There’s no pressure, no follow up and no charge.

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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values

Guest

6. Tone of Voice

The guest is someone who is potentially thinking of or is doing

7. The History of the Alpha Logo

Alpha for the first time. The guest interacts with Alpha through both national and church-led advertising campaigns. These help

8. The Alpha Logo

increase brand awareness and consequently trust in the brand. They also might interact with Alpha through an invitation from

9. Colour and Fonts

a friend, or when visiting a local church or church website. The

10. Best Practice

majority of guests decide to try Alpha as a result of having been personally invited by a friend.

11. Definitions

One way of communicating Alpha to this audience is:

12. FAQs

Alpha is an opportunity to explore life and the Christian faith in a friendly, open and informal environment. Each session includes food, a short talk and a discussion where you can share your thoughts. There’s no pressure, no follow up and no charge.

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1. Introduction 2. Our Brand Vision, Mission and Values

Donor

3. What is Alpha? 4. Our Target Audiences 5. Creative Values

Donor

6. Tone of Voice

The donor is someone who is inspired by the vision and gives to

7. The History of the Alpha Logo

the work of Alpha. They are sometimes a former Alpha guest or host/helper too. The donor mainly interacts with Alpha through

8. The Alpha Logo

their National or Global Alpha Office or through an invitation to a donor event.

9. Colour and Fonts

One way of communicating Alpha to this audience is:

10. Best Practice

Alpha is changing lives by inviting people to find out more about

11. Definitions

the Christian faith through engaging a younger generation with hospitality, food, interesting talks and a safe space for discussion.

12. FAQs

It focuses on the initial message of the gospel – leading people to a personal relationship with Jesus in the power of the Holy Spirit. It also enables church members to play their part in inviting people to try Alpha and models a ‘leadership pipeline’, which keeps the church’s focus on forming disciples and releases them as leaders in the life of the church.

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1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

5.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Creative Values


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo

One of our values is we believe the church deserves the best, which is why we aim for creative excellence across all our marketing and communication.

9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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To help shape creative excellence across our marketing and communication, we follow five creative values and five tone of voice values.


1. Introduction 2. Our Brand Vision, Mission and Values

Integrity

Truthful Consistent Environmentally-friendly

3. What is Alpha? 4. Our Target Audiences

Simple

5. Creative Values 6. Tone of Voice

Clean Functional Uncluttered

7. The History of the Alpha Logo 8. The Alpha Logo

Emotive

9. Colour and Fonts 10. Best Practice

Expressive Positive Aspirational

11. Definitions 12. FAQs

Beauty Bold 19

Modern Aesthetically pleasing Kalos (inner beauty)

Iconic Innovative Eye-catching


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

6.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Tone of Voice


1. Introduction 2. Our Brand Vision, Mission and Values

Friendly

Welcoming Fun Kind Helpful

3. What is Alpha?

Community-driven

4. Our Target Audiences

Inspiring

5. Creative Values 6. Tone of Voice

Positive Thought-provoking Encouraging Uplifting

7. The History of the Alpha Logo 8. The Alpha Logo

Adventurous

9. Colour and Fonts 10. Best Practice

Innovative Aspirational Bold Exciting

11. Definitions 12. FAQs

Authentic

Honest Trustworthy Genuine Sincere

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Plain-speaking Uncomplicated Easy to understand Easy to translate


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

7.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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The History of the Alpha Logo


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo

1993

8. The Alpha Logo

2008

2012

9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

Artist and Alpha speaker Charlie Mackesy

The Alpha logo stays the same, but the

The Alpha logo is redesigned and

designed the first Alpha logo, drawing

font and colour get an update.

becomes a question mark. It is now

a man carrying a question mark. This

more inclusive and easily adaptive to

perfectly illustrated Alpha as a place to

the digital space. The iconic red question

bring your questions.

mark continues to represent Alpha as a place to bring your questions.

*Responsible use of the Alpha logo helps to positively impact awareness of Alpha

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around the world.


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

8.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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The Alpha Logo


1. Introduction 2. Our Brand Vision, Mission and Values

Primary Logo

Our logotype should primarily appear in Red. Care should be taken when using the logotype to ensure there is sufficient contrast between the artwork and background.

3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice

Primary logo

11. Definitions

Minimum size of logo

12. FAQs

Minimum space around logo

9mm

Alpha

Alpha Alpha

6pt min

9mm

Alpha

25


1. Introduction 2. Our Brand Vision, Mission and Values

Secondary Logos

The secondary Alpha logo is the same logo but in white, black and grey. To preserve brand recognition, do not use secondary logos on guest-facing marketing and communication (eg advertising,

3. What is Alpha?

invites, banners, posters): use secondary logos for church leader or donor-facing communication.

4. Our Target Audiences

Exceptions: Alpha products created by Alpha Global may have

5. Creative Values

exceptions for strategic purposes, eg the Alpha Youth Series

6. Tone of Voice

product branding. Exceptions are not permitted elsewhere.

7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice

White

11. Definitions 12. FAQs

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Black

Grey


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

Logo Don’ts 1

2

3

4. Our Target Audiences 5. Creative Values 6. Tone of Voice London Alpha

7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts

The Alpha logo is one single colour, not

The Alpha logo does not join with other

The Alpha logo is not the Alpha logo

multi-colour or patterned.

words to create a sub-logo for the

if it does not follow guidelines on size

National Alpha Office or context.

and angle.

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6

10. Best Practice 11. Definitions

4

12. FAQs

London

The smallest size logo is no smaller than

No other words are permitted in or around

the word Alpha at 6pt.

the dot. Exceptions only by permission of Alpha, eg where the word Alpha has to be

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translated to a different language.

Do not remove the word Alpha from the dot.


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

9.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Colours and Fonts


1. Introduction 2. Our Brand Vision, Mission and Values

Primary Colours

3. What is Alpha? 4. Our Target Audiences

Tints of Red Tints of Black White

5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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C 0 M 95 Y10 0 K0 R 2 28 G 3 5 B18 H E X #e 4 2312

C 6 0 M 4 0 Y4 0 K10 0 R0 G0 B0 HEX #000000

C 0 M 0 Y0 K0 R 25 5 G25 5 B 25 5 HEX #ffffff


1. Introduction 2. Our Brand Vision, Mission and Values

Secondary Colours

3. What is Alpha? 4. Our Target Audiences

Ochre Tan Sea Navy

5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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C11 M 39 Y95 K 2 R 2 2 4 G16 0 B127 H E X #e 0 a 01b

C17 M 6 8 Y10 0 K6 R 2 0 0 G 98 B1 H E X #c 8 62 01

C 93 M 6 0 Y18 K4 R 9 G 93 B14 8 H E X # 0 95 d 94

C 95 M 8 0 Y3 4 K 27 R 39 G 5 5 B 94 H E X # 27375 e

Moss Green Sand Brown

C71 M 9 Y4 3 K0 R6 4 G170 B16 0 HEX #40aaa0

C 8 2 M 32 Y8 2 K 2 2 R4 4 G170 B16 0 H E X # 2c 6 e 4 4

C16 M 41 Y52 K4 R 212 G15 8 B12 2 H E X #d 4 9e7a

C 27 M 5 9 Y 75 K 21 R16 5 G10 3 B 6 4 H E X #a 5 674 0


1. Introduction 2. Our Brand Vision, Mission and Values

Primary Font

3. What is Alpha? 4. Our Target Audiences 5. Creative Values

ITC Avant Garde

6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Medium Medium Oblique Bold Bold Oblique


1. Introduction 2. Our Brand Vision, Mission and Values

Secondary Fonts

3. What is Alpha? 4. Our Target Audiences 5. Creative Values

Helvetica

6. Tone of Voice

Exception 1 In countries where the specific fonts are unavailable,

7. The History of the Alpha Logo

please use the closest font possible and seek permission from your regional Alpha office.

8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Regular Oblique Bold Bold Oblique


1. Introduction 2. Our Brand Vision, Mission and Values

Secondary Fonts

3. What is Alpha? 4. Our Target Audiences 5. Creative Values

Baskerville 10 Pro

6. Tone of Voice

Exception 2 Alpha may use additional fonts for advertising

7. The History of the Alpha Logo

campaigns (eg the Alpha Invitation), events (eg The

8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Regular Italic Bold Bold Italic

Leadership Conference) and products (eg The Alpha Youth Series). Please only use additional fonts with permission from the Alpha Global Team.


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

10.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Best Practice


1. Introduction 2. Our Brand Vision, Mission and Values

Best Practice for Print

3. What is Alpha? 4. Our Target Audiences

Sign-up

5. Creative Values

Poster

Try Alpha

6. Tone of Voice

Alpha runs here.

7. The History of the Alpha Logo

Postcard

explore life faith meaning

8. The Alpha Logo 9. Colour and Fonts

What is Alpha?

Who’s it for?

How does it work?

How much is it?

Alpha is a series of interactive sessions that explore the basics of the Christian faith.

Alpha is for anyone who’s curious to explore the big questions of life, faith and meaning. The talks are designed to encourage conversation and explore the Christian faith in a friendly, open and informal environment.

Typically run over eleven weeks, no two Alphas look the same, but generally they have three key things in common: food, a short talk and a discussion where you can share your thoughts. There’s no pressure and no follow up.

There’s no charge for Alpha, though some places may ask for a contribution towards food.

10. Best Practice

You’re invited to Try Alpha

Sign me up If you would like to take part, please complete this form and send it to the address overleaf.

FIRST NAME

12. FAQs

SURNAME

ADDRESS POSTCODE

DAYTIME TEL

AGE (OPTIONAL)

Your text here Your text here Your text here

EMAIL HOW DID YOU HEAR ABOUT ALPHA? DIETARY REQUIREMENTS

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We look forward to seeing you

Alpha runs here. Alpha.org

Alpha.org

11. Definitions

Roller banner

Your text here Your text here Alpha.org


1. Introduction 2. Our Brand Vision, Mission and Values

Best Practice for Digital

3. What is Alpha? 4. Our Target Audiences

Facebook banner

5. Creative Values

Mobile image

Instagram post

explore

6. Tone of Voice 7. The History of the Alpha Logo

life faith meaning

8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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1. Introduction 2. Our Brand Vision, Mission and Values

Things to Avoid

3. What is Alpha? 4. Our Target Audiences

Example 1

5. Creative Values

Prison Alpha

6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo

Example 2 Incorrect sub-brand title. See p39 for correct practice.

You are invited

Incorrect font. See p31 for correct practice.

Incorrect colour. See p29 for correct practice.

9. Colour and Fonts

Logos are too small and too

10. Best Practice Incorrect logo orientation.

11. Definitions

See p25 for correct practice.

12. FAQs

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close together. See p25 for correct practice.


1. Introduction 2. Our Brand Vision, Mission and Values

Sub Brands

As a global organisation, Alpha oversees the ministries below: Using the Alpha logo, colour and font as inspiration, we use visual cues from the Alpha branding to identify these ministries as being part of Alpha.

3. What is Alpha?

You may notice that, in some cases, the Alpha branding has been

4. Our Target Audiences

adapted for these sub-brands. This is for sub-branding purposes only and may not be replicated in any other situation.

5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

The Marriage Preparation Course

The Parenting Children Course

The Marriage Course

The Parenting Teenagers Course

Leadership Conference

This is the LC19 logo; it might

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change for future LCs.

Bible in One Year


1. Introduction 2. Our Brand Vision, Mission and Values

Alpha as Words

3. What is Alpha? 4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts

When describing Alpha as a sub brand in words, the different contexts are called:

We may introduce videos or products as coming from Alpha as follows:

We describe a partnership with Alpha as follows •

In partnership with Alpha

In association with Alpha

In partnership with Alpha International

In association with Alpha International

Supported by Alpha

Powered by Alpha

Supported by Alpha International

Not: eg Alpha Catholics

Powered by Alpha International

Alpha Prisons

Supported by Alpha

Supported by Alpha International

Alpha Not: eg Alphacourse

10. Best Practice

11. Definitions

Alpha Catholic Context

Not: eg PrisonAlpha, Alpha–Prisons

12. FAQs •

Alpha Students Not: eg StudentAlpha, Student Alpha or Alpha – Students

Alpha Workplace Not: eg Workplace Alpha, Business Alpha

Alpha Youth Not: eg Youth Alpha, Alpha–Youth

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We apply copyright as © Alpha International 20XX.* *Adding the relevant date in place of the XX.


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

11.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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Definitions


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

Alpha Contexts

There is one Alpha. Alpha can be run in any environment. There are five different contexts in which additional resources are available for churches: Prisons, Workplace, Youth, Students and the Catholic Church. The different Alpha contexts are called:

4. Our Target Audiences 5. Creative Values

Alpha Alpha Catholic Context Alpha Prisons Alpha Students Alpha Workplace Alpha Youth

6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

There is one Alpha logo for all Alpha contexts. See products for exceptions. If you would like to run Alpha in any of these contexts, please

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ask for support from your regional Alpha office.


1. Introduction 2. Our Brand Vision, Mission and Values

Alpha Products

The Alpha Global Team oversees the production of Alpha Products (DVDs, books and guides) including:

3. What is Alpha? 4. Our Target Audiences 5. Creative Values

Alpha with Nicky Gumbel Alpha Film Series Alpha Youth Series The Marriage Preparation Course The Marriage Course The Parenting Children Course The Parenting Teenagers Course

6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

You may notice, in some cases, the Alpha branding has been adapted for these products. This is for publishing purposes only

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and may not be replicated in any other situation.


1. Introduction 2. Our Brand Vision, Mission and Values 3. What is Alpha?

12.

4. Our Target Audiences 5. Creative Values 6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

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FAQs


1. Introduction 2. Our Brand Vision, Mission and Values

FAQs

3. What is Alpha? 4. Our Target Audiences 5. Creative Values

What colour logo can we use on a red background?

6. Tone of Voice 7. The History of the Alpha Logo

We noticed the Alpha logo is used slightly differently for the Alpha Youth Series, can we also use this example for our purposes (eg an event or advertising)?

We do not have the same fonts in our country. What font should we use?

We create a lot of branding for Alpha-related events, what other colours can we use?

Alpha products are designed in-house

Adventor that you can use instead. If you

by Alpha Global for use around the world

use a different language to English, we ask

and adaption of the Alpha branding is

that you choose a font in that language

for publishing purposes, to make a clear

that’s as close as possible in look and feel

distinction between products.

to ITC Avant Garde.

For brand integrity, if it is an Alpha-related

Kindly refrain from adapting the Alpha

We recommend white. If white is not possible for print, consider using print

8. The Alpha Logo

techniques such as embossing or foil to print a red logo on a red background.

9. Colour and Fonts 10. Best Practice 11. Definitions 12. FAQs

event, these guidelines are set out within the boundaries of the Alpha colour palette. There are no other colours allowed for Alpha-related events.

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branding beyond these guidelines for your regional/national events and resources.

The majority of countries around the world have access to ITC Avant Garde. If your country does not have access to this font, there is a free font called Tex Gyre


1. Introduction 2. Our Brand Vision, Mission and Values

FAQs

3. What is Alpha? 4. Our Target Audiences 5. Creative Values

We create events that are run by our Alpha Office but the content varies from leadership to marriage to team training. What branding should we use?

6. Tone of Voice 7. The History of the Alpha Logo 8. The Alpha Logo 9. Colour and Fonts 10. Best Practice

The use of the Alpha logo should be as per

11. Definitions

these guidelines. All branding from Alpha for events and communications should

12. FAQs

follow our creative values. Designers can also use the secondary colours and fonts to guide design decisions.

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Should we translate a product logo to a local language? Feel free to translate the text to your local language, using the same layout, fonts and colours as in the original English/ Alpha Global product branding.

We would like to design our own Alpha Invitation. Can we create whatever we want? The Alpha Global Team creates the range of promotional and training resources to be used as is, or as inspiration for your adaption and localisation. Feel free to use them as templates for your own content, but keeping in mind the brand creative values and guidelines laid out in this document.


© Alpha International 2018

Profile for Alpha Global

Alpha Brand Guidelines - 2018  

Alpha Brand Guidelines - 2018  

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