Brand Guidelines version 1
introduction FIRST CONGREGATIONAL CHURCH, UNITED CHURCH OF CHRIST, COLUMBUS, OHIO “First Congregational UCC is a special community of faith. At First Church, we do our best to live into our open and affirming statement. We welcome people no matter who they are or where they are on life’s journey.“ - Rev. Timothy Ahrens CONTENTS 2 Logo Graphic Logo Uses & Variation 3-5 6 Font & Copy 7-9 Graphic Material Imagery 10 Our Online Voice 11-12 Our Online Appearance 13-16 E-mail Communication 17 18-19 Wearable Branding *Reference Material
By referencing this Brand Guide we can effectively portray our church’s mission through graphic means. Our goal is to transition into these guidelines to create a cohesive and memorable experience via our print and web media. Have questions? Contact the First Congregational Church’s Media Team - firstname.lastname@example.org
The Rose Window Logo is intended to be used on its own and with the logotype. When possible using the logo in the designated red color is suggested. If color is not an option, black or 80% gray is acceptable. When possible, allow breathing room around the logo approximately the width of the outermost shapes (see right). RED COLOR SPECS PANTONE 1805C CMYK 15, 93, 95, 4 RGB 202, 54, 44 GRAY COLOR SPECS PANTONE BLACK 7C CMYK 0, 0, 0, 80 RGB 88, 89, 91 *For decorative, graphic purposes any shade of gray is acceptable, the above is the design suggestion.
Logo Uses and Variations ROSE LOGO (LEFT) FCC+UCC STACKED - COLOR
ROSE LOGO (LEFT) FCC+UCC STACKED - BLACK+WHITE
*The above uses are suitable for print or web. It is suggested that web instances always use color. SIZING NOTE - When using the logo it is never to be size disproportionately. When sizing in graphic programs, hold down the shift key while sizing to ensure proportionate change.
Logo Uses and Variations PRINT+WEB VARIATION 1
PRINT +WEB VARIATION 2
VERTICAL LOGOTYPE WITH ROSE WINDOW
THESE INSTANCES OF THE LOGO + LOGOTYPE ARE FOR THOSE OCCASIONS WHEN THE HORIZONTAL VERSION OF THE LOGO + LOGOTYPE WILL NOT SUFFICE. PLEASE NOTE THAT THE WEB ONLY STACKED LOGOTYPE IS ONLY FOR THOSE INSTANCES WHERE A SQUARE LOGO IS NEEDED BUT THE NAME OF THE CHURCH IS PREFERRED OVER THE ROSE WINDOW.
Logo Uses and Variations PRINT + WEB VARIATION 3 HORIZONTAL LOGOTYPE (COLUMBUS) WITH ROSE WINDOW
PRINT+WEB VARIATION 4 HORIZONTAL LOGOTYPE (COLUMBUS) WITH UCC MEDALLION LOGO
THESE INSTANCES ARE FOR USE WHERE THE LOGO MAY INCUR INTERRUPTION BECAUSE OF PRINT OR WEB LIMITATIONS. THE UCC MEDALLION INCLUSION IS FOR EVENTS WHERE THE FOCUS ON THE UCC. THE ROSE WINDOW INSTANCE WILL MOST COMMONLY BE USED ON PRINT MATERIAL WHERE THERE IS FOLDING, STAPLING OR BINDING.
FONTS AND COPY PRIMARY FONT (PRINT + WEB)
Arial Arial font should be used whenever possible. This is a universally available font for both Macs and PCs. Size for body copy should be a minimum of 12pt font. When needed 11pt is acceptable. Body copy for print material (unless large scale print) should be no larger than 14pt font. Body copy should be upper + lower case, while headers and important information should be uppercase. SECONDARY FONT (PRINT)
Garmound Garamound font should be used only when needed. The main use for this font will be Sunday Service Bulletins. When it is not an inconvenience documents should be converted from Garamound to Arial font.
SECONDARY FONT (WEB)
Myriad Myriad may be used when creating graphics for the www.first-church.org website. This font may provide more opportunities for dynamic text in cramped areas.
NOTE: In body copy the use of hyphenation should be avoided. Sporadic use of italic, bold and underlined font should also be avoided.
graphic materials STANDARD LETTERHEAD (LETTER SIZE PAPER)
MAILING LABELS FOR ENVELOPES
UNITED CHURCH OF CHRIST 444 East Broad Street Columbus, Ohio 43215-3885
graphic materials USE OF LOGO WITH COMMISSION LOGO IN PLACE (PRINT) OPTION 1
graphic materials POSTER EXAMPLE (CHRISTIAN EDUCATION)
TRI-FOLD BROCHURE EXAMPLE (MISSIONS COMMISSION)
Building Relationships Building Faith
The Art and Music Funds available at First Church provide support for the church’s music and art programming, and provides flower arrangements to display for worship services or at special church events. Annual contributions are made from the funs to active church committees. Funds in this area also provide sponsorship musc education, choral activities and seasonal events.
You can support the Art and Music Ministry by contributing to one of the following funds: Martin/MjacNevin Organ Maintenance Jackie Owen Memorial Music Fund
Bernard Music Fund Flower Fund Music and Arts Heritage Fund
Music is an integral part of worship at First Church and an opportunity for all to lift their voices in praise of God. The music program includes choirs for adults and children, singing and ringing handbells. Congregational hymn singing is inspired by the accompaniment of our two magnificent pipe organs. The congregational concerts and other special programs extend an invitation to the greater Columbus community to be nourished by the gift of music in First Church’s majestic space.
Fullfilling Our Purpose Both Today and Tomorrow
The Art and Music Ministry
Want to support the art and music ministry? Presented here are ways that you can strengthen our cultural and spiritual programming: 1) Make a tax-deductible donation 2) Grow your investment tax-free, and then direct a contribution in your name to Art and Music Funds. 3) Host a fundraiser 4) Leave a legacy gift in your estate plan.
The First Congregational Church United Church of Christ 444 East Broad Street Columbus, Ohio 43215-3885 www.first-church.org Phone: 614.228.1741
IMAGERY WHAT TYPES OF IMAGES SHOULD WE USE? When choosing images for your materials, look for images that embody a warm, inviting feeling. Smiling faces, diversity, energy and spontaneity are all crucial for projecting the right brand appearance for First Congregational Church. Because we celebrate inclusion and equality, imagery should have a three out of four ratio for people to objects. So if you have four images on a page, three should be portraits of members and one should be of the church. While we want to present the characteristics of the members, we want visitors to remember what our church looks like, so they can recall the entire experience. Images should be clear, artistic and well lit. If you feel your image may need retouched - please e-mail it to email@example.com and someone will help you adjust the image. THINGS TO AVOID: We should always minimize the use of clip art. Graphic real estate is often minimal and clip art is generic. Rather than use clip art dig up old pictures you might have, or ask members and staff for their help in obtaining images. IMPORTANT NOTE: Images of children under the age of 18 should never include their names. If their name is on a name tag in a picture, the First Church Media team can help edit the image (e-mail image to firstname.lastname@example.org).
EXAMPLES OF APPROPRIATE IMAGERY
our online voice THE VOICE OF OUR CONGREGATION ON THE WEB CONSIDERATION Consider both strategic and practical issues when using social networking the church. Who the site is aimed at, what kind of information will be published, who will update the page, what kind of style will be used and so on. PERSONA It is desirable to have a consistent voice, despite the multiple users who might be producing content for a departmental social networking site. To help maintain consistency: • Speak in first person plural (We are holding an event tomorrow. Feel free to contact us.) • Try to use active, rather than passive, words • Try to maintain a semi-casual tone, without using slang or jargon PROMOTION There are a few simple steps that can be taken to promote social networking sites in a subtle but effective way. • All e-mails sent from the church should include a hyperlink to the social networking site(s). The hyperlink should be included in the email signature. • Any mailings could highlight the church’s presence in the social networking sites. • Presentations should include details of the social networking sites in a ‘how to contact us’ section. • The church’s webpage should have shortcut icons which lead directly to the social networking sites. • Following an event, encourage participants to view photos/video clips on the church’s social networking sites. MONITOR + MANAGE Checking for new queries or responses could be done a few times a day. In general, social networking site users don’t expect an instant reply but queries should be acknowledged in a timely manner to maintain user’s confidence. Typical response time should be within 24 hours of the inquiry. • Responses to queries should give a short answer to an exact question posed, with a link to relevant information on the church’s website. • Avoid giving the impression that questions are foolish, or that info should have been easily found elsewhere. • Make appropriate arrangements when people responsible for replying to the queries are on holiday. • Publish your moderation policy.
our online voice (continued) OTHER KEY ITEMS Consider an update strategy • Decide what information will be shared through the social networking sites. Is it used to promote future events, help with general communications or member applications? • When will the site be updated (before, during, after an event)? • Create a timetable for all events which should be included in the social networking updates. • Use helpful tools like www.hootsuite.com to keep posts organized. • Updates should not breach e-safety; the use of names should be omitted. Under no circumstance should names of minors be used, unless cleared by their parent(s)/guardian(s). • Any major updates made to the website should be announced via social networks • Reminder of an up and coming event or a registering deadline. • Photos from events • New videos (Vimeo account) • Forum/discussion questions that are posed to the current followers.
our online APPEARANCE WWW.FIRST-CHURCH.ORG
our online APPEARANCE WWW.FACEBOOK.COM/FIRSTCHURCHCBUS
our online APPEARANCE WWW.TWITTER.COM/FIRSTCHURCHCBUS
our online APPEARANCE http://vimeo.com/user10413553
e-mail communication STAFF E-MAIL SIGNATURES (EXAMPLE) ALL STAFF SIGNATURES SHOULD FOLLOW THIS FORMAT
Senior Minister First Congregational Church UCC 614.228.1741 x 13 444 E Broad Street | Columbus, OH 43215 www.first-church.org facebook twitter
E-MAIL BLASTS UTILIZING E-MAIL DESIGN AND ORGANIZATIONAL TOOLS
Using tools like www.mailchimp.com and www.signupgenius.com the First Church Media Team and staff will be able to provide members with well designed and trustworthy e-mails and event notifications. Mail Chimp should be used for newsletters and updates. SignUp Genius should be used to invite and register members and friends to events at the church.
wearable branding FIRST CONGREGATIONAL CHURCH “GEAR” FROM WWW.SKREENED.COM
Parish Life and Church Growth have decided to use Skreened, a Columbus based print company, to produce a variety of wearable branded items. These items are purchased through the First Congregational Church’s store on Skreened.com - the church will profit $5.00 for the purchase of each item. Customers can opt to ship their items at a cost or pick up at the store with no additional charge. (The above items are examples of possibilities, not final products.)
wearable branding FIRST CONGREGATIONAL CHURCH NAME TAGS FULL COLOR AND BLACK + WHITE OPTIONS
Cori Rowley Parish Life Commissioner
Cori Rowley Parish Life Commissioner
Staff, deacons, commissioners and other lay leaders may have their title added to the bottom of their name tag. Size: 3x2 COMMISSIONED MINISTER NAME TAGS
Commissioned ministers may have name tags engraved via Vermont Trophy & Engraving above are acceptable layouts. Size: 3x1.5
reference material DOWNLOADABLE REFERENCE MATERIAL This document along with other reference material can be downloaded in PDF format on First Congregational Churchâ€™s ISSUU page. www.issuu.com/firstchurchcbus IMAGES Images can be pulled from www.first-church.org for your print/web use. Additional images will be loaded on reference page which is TBD. BRAND GUIDE DEVELOPMENT This brand guide was created on March 19th, 2012 (Version 1) by Cori Rowley of Yellowood Design Studio. Contact email@example.com or firstname.lastname@example.org if you find a need for revision of the brand guidelines.