EMI Brand Blueprint 2016 | V1.1

brand blueprint 2016 | Version 1.1

Table of Contents FOUNDATION Who we are RAW MATERIALS The individual elements that make up our brand BRAND ARCHITECTURE Bringing the individual elements together to create a consistent brand PHOTOGRAPHY The distinct visual element that shares our story BUILDING A SUCCESSFUL BRAND Other design standards that bring a cohesive brand

FOUNDATION

2

brand blueprint

Why We Brand Effective branding provides a central, unifying idea around which all behaviour, actions and communications are aligned. It emerges from a company’s values and culture, and reflects an in-depth understanding of our client’s needs and

perceptions. It is important to bring consistency, visual and verbal order, thought, and intention to disparate elements to help a company grow and market more effectively.

Brand Personality When we think about how to portray EMI as a whole, it helps to think about the personality of someone who encompasses the typical EMIer. Using a consisant brand personality will help us connect more with our audience in an emotional way. This will allow us to help build deeper relationships with our interns, volunteers, and donors, the way we might connect with a friend.

PRIMARY BRAND TRAITS • Professional • Experienced • Adventurous

brand blueprint

3

Who we are MISSION:

To develop people, design structures, and construct facilities which serve communities and the Church.

VISION:

People restored by God and the world restored through design.

CORE VALUES:

Design

EMI works within the local context to design and construct culturallyappropriate facilities that are sustainable, affordable, and transformational

Discipleship

EMI develops people spiritually and professionally through intentional discipleship and mentoring

Diversity

EMI builds the Church by connecting people of diverse backgrounds, abilities and ethnicities to demonstrate our love for God, our love for the nations and the unity we share in Christ

TAG LINE:

designing a world of hope

4

ELEVATOR SPEECH:

Engineering Ministries International (EMI) is a non-profit Christian development organization made up of architects, engineers, surveyors, and construction managers who use their skills to serve the least-reached worldwide. We design hospitals, schools, water systems, and many other facilities that enable our Christian ministry partners to fulfill their calling and transform their communities. Together we are designing a world of hope.

brand blueprint

While surveying the site at Into Abba’s Arms, our team leader, Brad Crawford, had the help of several Kenyan engineering students, Nelson (left) and Martin (right). Nelson grew up at IAA and he told us he and his friends learned more about surveying from this field experience than they had in their three college courses.

Jenni Keiter – Kenya

brand blueprint

5

RAW MATERIALS

6

brand blueprint

Logo Using our logo icon across all organisational entities brings unity and consistency so that stakeholders – clients, volunteers, interns, staff – know what to expect no matter where they are, thus building trust and loyalty.

Tag-line Our tag-line is short and memorable; a great lead-in to an elevator speech on who we are and what we do to serve God’s kingdom.

designing a world of hope

brand blueprint

Colour Pantone 294 C - “Blueprint Blue” CMYK: 100 57 0 57 RGB: 0 47 108 HEX: #002F6C

7

Colours Blueprint Blue (Pantone 294C) is our EMI colour.

Other colours in the primary palette are 95% black, and white, and are the only colours the logo should be shown in.

The secondary palette of black and three greys is also shown. This palette is helpful for creating hierarchy in text and page elements. These palettes help bring consistency and professionalism to our designs, and allow our photography to take the forefront as the primary visual design element.

A tertiary palette is provided for occasions when no photography is being used but colour is needed to differentiate hierarchy.

Primary Palette

Secondary Palette

Tertiary Palette Light Blue Blueprint Blue

CMYK: 33 16 0 18 HEX: 8BAED0 RGB: 139 174 208

Pantone 294 C CMYK: 100 57 0 57 HEX: 002F6C

Light Green

Black

Green

RGB: 0 47 108

CMYK: 98 12 100 2 HEX: 00964C

CMYK: 32 0 58 19 HEX: 96B677 RGB: 152 182 119

RGB: 0 150 76

Orange Red 95% Black

White / Negative

50% Black

25% Black

10% Black

CMYK: 0 96 89 0 HEX: EE2D30 RGB: 238 45 48

8

brand blueprint

CMYK: 0 59 90 0 HEX: F58433 RGB: 245 132 51

Type Face Open Sans is an elegant typeface designed for legibility across print, web, and mobile interfaces.

It has a professional, yet friendly appearance.

Five weights plus italic versions make it a versatile typeface for EMI.

Available for free at: fontsquirrel.com/fonts/open-sans/

Open Sans Font Family (10 Styles) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

brand blueprint

9

BRAND ARCHITECTURE

10

brand blueprint

Logo Lock-ups Bringing consistency to our logo communicates a single organisational presence unified by the same mission and values.

Logo

Primary text

Secondary text

Logo: Primary Text: Secondary Text: Lock-up: Clear-space:

Clear-space

Lock-up

The graphical portion of the logo Office, Program, or Other Tag-line, or address The combination of logo and text to make a complete unit.

Measured by the hight of the “e”, 1e around the lock-up and ½e between logo and text.

brand blueprint

11

Horizontal Lock-ups Several lock-up variations are provided to cover multiple uses across office locations, programme, events, print use, and on the web.

Office Locations: Semi-Bold, All Caps Events, Programme, Titles: Semi-Bold, Regular Tag-line: Thin, All Lower-case

Single Line (Used for tag-line, events, titles, and initiatives) Text: roughly the height of the “e� and centre aligned with the logo.

12

brand blueprint

Double Line (Used for office locations or programme) Text: Both lines should not extend past the hight of the “M”

CANADA

designing a world of hope Address: Thin, Regular

AESCM: This new descriptor adds depth to who we are and can be used across media

brand blueprint

13

Vertical Lock-ups Several lock-up variations are provided to cover multiple uses across office locations, programme, events, print use, and on the web.

Single Line (Used for tag-line, events, titles, and initiatives)

GLOBAL

14

brand blueprint

Double Line (Used for office locations or programme)

CANADA

designing a world of hope

brand blueprint

15

16

brand blueprint

PHOTOGRAPHY

brand blueprint

17

Communicating our Mission and Vision Our photos should communicate the EMI values of Design, Discipleship, and Diversity.

Captions should always include the name of the photographer, country and/or city. Portrait photography should always include the names of those pictured and caption story should be included whenever possible.

Care should always be taken to provide enough contrast between text and image when placing text.

A translucent black or white box may be used to increase contrast for legibility.

The Story Stories capture the hearts of people. They draw out ideas, communicate values and share experiences with others who have been or with those who hope to go. Stories inspire action, and photographs have become the basis of the stories of EMI. Without a compelling image, an inspiring written piece lacks the depth and clarity that it could have, and often times the photos carry the story. Since the inception of the EMI photo contest,

18

the staff, interns, and volunteers of EMI have shown their ability to capture excellent photo content that is both usable and genuine to the nature of EMI. As we continue on, the photo content will only get better as we define the parameters for capturing and using photographs.

brand blueprint

DISCIPLESHIP

People are important. Look to use photographs that capture the discipleship relationships that are vital to our ministry. These photos communicate our ministry heart to the world. [ministry, relationship, missions, outreach, love, compassion, service]

When crossing cultures, friendship doesn’t come quickly. The closeness of Yusufu and Steve has come over an extended period of time, working together and living life together. You can see it in the way they work together but even more in the way they joke with each other.

Christine Gerhart – Uganda

brand blueprint

19

Construction of the new office location is moving along quickly to be able to move as scheduled in August. Steve and Richard stop a moment to discuss and make sure every detail is done well.

Ligy Abraham – Uganda

DESIGN

Our photographs should capture the essence of EMI design work, and help reinforce our ministry focus in and through our design. The best EMI design photos include context to help provide a sense of place. [architecture, engineering, survey, construction, buildings, water systems, drawings, integrity]

20

brand blueprint

During a visit to the future site of Rakshak Trust’s Rehabilitation, eMi Long Term Volunteer David Logan, discusses details of the master plan design with local architect, Viji and American volunteer, Lauren Vogl.

Ligy Abraham – India

brand blueprint

DIVERSITY

As we build multicultural teams worldwide, our photographs should express the reality that we are a global organisation of like-minded followers of Christ using our skills to design a world of hope. These photos should show the diversity in the places we work, the people we serve, and a genuine reflection of the diversity of the EMI staff. [culture, adventure, travel, people, journey, partnership, global]

21

HOPE

We should use photographs that reveal hope in those following Christ and the ever-present need for hope in those who have not yet heard.

These photos capture the idea that things can be different, that tomorrow can be a better day, and that the future is good. [joy, contentment, eyes, faith, vision, belief, anticipation, need]

22

brand blueprint

While troubleshooting a malfunctioning water system in Chikwina, we met Waxoni. This 89-year-old elder had never seen water flowing through his village until recently. We were there to make sure he sees it flowing every day.

Nathanael Kohl – Malawi

brand blueprint

23

Look & Feel SINGLE FOCUS

Being on location and choosing a compelling subject is what makes EMI photography unique.

However there are a few other considerations that can turn a good photograph into a great one.

A clearly defined subject and a background free of clutter.

DEPTH OF FIELD Shallow depth of field helps create neutral space.

CONTEXT Where the photo is taken provides a sense of place.

24

brand blueprint

NEUTRAL SPACE Gives the subject space and allows for text to be placed over the image.

FRAMING Provides context and gives the photograph depth. It can be used to lead the eye to the subject, thus bringing the viewer into the scene.

brand blueprint

25

BUILDING A SUCCESSFUL BRAND

26

brand blueprint

Putting it together Creating a successful design requires more than simply combining the individual elements. As with photography, there are a few guidelines to follow that will help your layout take on the personality of EMI.

GENEROUS WHITE-SPACE Use of large margins, wide column spacing, large type leading, makes the layout more readable, and also brings clarity and conciseness to the content.

CLEAN LINES The use of 90° angles and clean geometric shapes gives our designs strength and stability.

FULL BLEEDS Allowing photography and other design elements to bleed off the page gives them more dominance in the layout and helps the reader imagine the scene beyond the edge of the paper.

CONSISTENCY Designing consistently to these standards will make EMI’s brand instantly recognizable. This communicates trustworthiness to our clients, no matter which office they visit.

brand blueprint

27

Text When used in body text, abbreviating Engineering Ministries International (EMI) should be done in all capitals as with any acronym. The abbreviation should be given in parentheses at the first mention of our name, and then as “EMI” thereafter. The use of “eMi” should be reserved for situations in which logo use is not possible.

EMI used as an acronym throughout email.

A primary example of this is in our email signature. Because images do not always get delivered the same through various email clients, a text only signature was created.

“eMi” used in email footer because it’s not in body copy and the use of an image would be cumbersome.

28

brand blueprint

Senior EMI overseas staff share their stories in 2016

About the Author Trained as an architect, John Sauder has served with EMI in various locations and capacities around the world for over a decade. His primary

Into Deeper Waters

by John Sauder, EMI Uganda Office Director

focus has been in East Africa, where

EMI and EMI Uganda used in body copy to differentiate between offices.

he currently leads the EMI Uganda team. John lives with his family outside the capital city of Kampala, near the EMI office in Kajjansi.

Plying the warm waters of the Indian Ocean with snorkel & mask has become a favorite family activity. The reefs along the African coast are color and motion on display, intricately woven and purposeful. But this exploration began in the bathtub. It was there that our boys learned the mechanics of the equipment – the basic tools to open another world. Diving competitions in a nearby pool honed technique and cultivated an urge for discovery. And then the ocean!

Slowly at first, wading out from the beach. Each experience built confidence and the insatiable desire for more. We had to go farther out.

We had to go deeper‌ A local dhow fisherman in the waters off the East African coast.

John Sauder Above: The Sauder family on the MAF airfield.

(John, Paula, Zane & Zac) Erin Means

brand blueprint

29

Email E-mail is our primary means of day-to-day communication with our constituency.

A consistent email signature block helps provide a unified look throughout EMI. This email signature block was created to read well across many platforms and with the majority of email being read on a mobile device, a mobile-ready signature was give priority. In each EMI office the signatures of the staff should match the signatures of the office director.

New Messages

Reply Messages

A few examples of what is not our communication style.

John Dallmann, PE

John Dallmann

John Dallmann The Big Cheese

President & CEO

eMi Global

eMi designing a world of hope mobile: +1-970-805-0048

designing a world of hope 130 East Kiowa Street, Suite 200 Colorado Springs, CO 80903 office: +1-719-633-2078 ext. 109 mobile: +1-970-805-0048 www.emiworld.org

Did Noah keep his bees in archives?

eMi Global

designing a world of hope 130 East Kiowa Street, Suite 200 Colorado Springs, CO 80903 office: +1-719-633-2078 www.emiworld.org

Arial font. Bold 10pt on name and office location. Regular 10pt on all else. Additional means of contact can be added: Skype, fax, etc.

John Dallmann <>< President & CEO See you next week, unless our Lord returns before then. eMi designing a world of hope office: +1-719-633-2078

30

brand blueprint

Publications About the Author

Senior EMI overseas staff share their stories in 2016

Trained as an architect, John Sauder has served with EMI in various locations and capacities around the

FALL 2016

Into Deeper Waters

world for over a decade. His primary

Logo Variation Single Line Full Bleed Photograph

focus has been in East Africa, where

Into Deeper Waters

he currently leads the EMI Uganda team. John lives with his family outside the capital city of Kampala,

by John Sauder, EMI Uganda Office Director

near the EMI office in Kajjansi.

Generous Margin

Photo Captions Clean Lines “White” space

Plying the warm waters of the Indian Ocean with snorkel & mask has become a favorite family activity. The reefs along the African coast are color and motion on display, intricately woven and purposeful. But this exploration began in the bathtub. It was there that our boys learned the mechanics of the equipment – the basic tools to open another world. Diving competitions in a nearby pool honed technique and cultivated an urge for discovery. And then the ocean!

Slowly at first, wading out from the beach. Each experience built confidence and the insatiable desire for more. We had to go farther out.

We had to go deeper…

A local dhow fisherman in the waters off the East African coast.

John Sauder Above: The Sauder family on the MAF airfield.

(John, Paula, Zane & Zac) Erin Means

EMI in Uganda. In the process,

lives have changed through their

God brought about the same

interaction with EMI in this part of

outcome in my family as well.

the world. Here too, God’s creative color and motion are on display,

How to describe this? After ten

Use of photography to communicate Use of text over photos “EMI” used, even in handwriting

intricately woven and purposeful!

years in Africa, it means Paula & I no longer say we are committed

This is perhaps a summary of God’s

to stay for a specific timeframe.

calling: To discover and illuminate

Instead we have simply said, ‘we

a small reef somewhere in the

are here’. It will not likely be the

vast ocean of His workmanship.

end of the journey, but we have

Encouraged by Paul’s claim in

discovered a fascinating reef at

Ephesians that you and I are part

EMI in Uganda. A reef where the

of it, ‘created in Christ Jesus for

wonders of God working in a place

good works’, we follow the current

over a longer period of time are

He draws us into. And we lean

being revealed: My supportive

upon the life-preserver of His

family has found its home, and on-

grace when we don’t measure

going friendships have sustained

up to all that He has called us to

us. Inspirational ministry partners

do and to be. But the more we

(and the people they serve) benefit

see of God, the more we realize

from EMI’s work all around us.

how much we have yet to see and

And there are stories of others –

experience. He leads us then, into

both here and abroad – whose

deeper waters.

Join us at the EMI Network Conference in late-October in Southern California!

This is a great opportunity to build relationships, earn CE credits, and prepare for service with EMI!

More details and registration at: emiworld.org/network_conference.php

Growing Globally

This year we are focused on our latest office launch in Cambodia. The team will hit the ground running with language school in early 2017. The physical office will follow soon after. Your gifts will help support EMI’s growth into this new location.

Learn more at: emiworld.org/growingglobally.php Seab and her daughter, Seandy, live and work at EMI designed after-care facility, New Development Center.

Leading a chapel service during the EMI Uganda office construction with EMI Foreman Richard Tatyabala.

Anna Seeley - Cambodia, 2015

Jay Whisnand

brand blueprint

31

Print

DESIGN Consistency in brand across

Use your skills to serve

various uses and sizes, from

emiworld.org

business cards to banners.

Generous White space Minimal Text Use of logo in various lockups Minimal use of colour

We long to see people restored by God and the world restored through design. Combine your passions and skills to serve globally.

emiworld.org We develop people, design structures, and construct facilities which serve communities and the church.

• Hospitals • Schools • Water projects

emiworld.org

32

HOPE

brand blueprint

Web

Even our web space will reflect our brand

Use of tertiary colour palette

brand blueprint

33

What Not To Do A few examples of what is NOT our personality.

Placing a lock-up over a busy image.

Choosing the right photo to provide proper negative space for text.

Using the logo in an unapproved colour.

Using the logo in an approved colour.

34

brand blueprint

Showing pictures without hope

Smiles and bright eyes convey hope in our clients.

Distorting the logo

Undistorted & Sharp Logo

Not providing enough contrast

Effective use of contrast. brand blueprint

35

2016 | Version 1.1 (Dec-2018)