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2020 BRAND BOOK

Visualization

the gospeL CHAngEs evEryThiNg.

Welcome! We believe a strong, consistent brand is key to clear communication and calling the local church to be a catalyst of the gospel movement to unreached people. In this book you'll find guidelines that ensure consistency in our brand narrative and nuances for every application. If you have questions as you create within the Empower One brand, send an email to hello@honeystreet.com and we'll point you in the right direction.

TA B L E O F C O N T E N T S

Our Brand

Logos

Color

Typography

Texture & Pattern

Illustration & Icons

School of Church Planting

The Village

Storytelling

Photography

Video

Application

Language & Writing

APPENDIX

A. In-Country Brand

B. Additional Resources

Our Brand Vision Mission Essence & Promise Brand Tone Values

OUR VISION

For the local church to be a catalyst of the gospel movement to unreached people.

VISION

The local church, as God designed it, is the hope of the

V I S I O N S TAT E M E N T

world. Jesus called the church to care for one another and

Expounds on our why—bringing clear

represent the Kingdom of God here on earth. The mark

The most concise expression of our why.

focus to where we're headed and our approach for getting there.

of God’s people is their love for God, each other, and their neighbors. It’s faithful believers empowered and led by the Holy Spirit

The vision is our North Star—

that bear the fruit of love, joy, peace, patience, kindness,

it tells people why we exist and

goodness, faithfulness, gentleness, and self-control

provides direction for where

(Galatians 5:22). When people, communities and nations are

we're headed.

saturated by the gospel, the result is transformation. Many of the places where we work have been marked by violence, poverty and spiritual darkness. We believe Jesus Christ is the answer.

Our Brand

OUR MISSION

We empower local leaders by equipping and mobilizing them to reach people who don't know Jesus. Our mission defines our purpose by answering the why, what, who, and how of our vision.

BRAND ESSENCE & PROMISE

These repeatable phrases quickly connect with like-minded people, leading them to want to know more about our mission.

People. Communities. Nations.

TA G L I N E The simplest expression of our goal, used most frequently in brand messaging.

the gospel CHanGES EverYThing. We train leaders to reach people with no gospel access.

ESSENCE Why what we're doing matters.

BRAND PROMISE Our commitment to what will always be true of Empower One. We reiterate this frequently to make sure our partners know what we do and can easily invite others to join.

Our Brand

BR AND TONE

May I never boast except in the cross of our Lord Jesus Christ, through which the world has been crucified

We boast in Jesus Christ.

to me, and I to the world. – G A L AT I A N S 6 : 1 4 N I V

Contrasting the present darkness with the light of Jesus Christ, we exhort the church to partner with us in the gospel. Our tone is confident, clear and caring—highlighting hope

"And we boast in the hope of the glory of God.

through stories of transformation.

Not only so, but we also glory in our

We don't mince words.

suffering produces perseverance;

sufferings, because we know that perseverance, character; and

Communication is personal, not personalized. This means

character, hope.

that we ask "who is this for?" and do the work to make sure we're adding clarity, not confusion.

And hope does not put us to shame," –ROMANS 5:2B-5A NIV

Our Brand

OUR VALUES

ConfidEnce This is God's mission, we boast in Christ alone.

Dignity We honor the African church as they carry out the weight of the mission.

PErsevErance Fighting for gospel access regardless of what may stand in our way.

EncouragEment Light is breaking through the darkness and we can't help but share that good news.

Truth We're on the front lines, revealing the reality of what's happening there.

Our Brand

Visual Primary Brand Logo Family Brand Equity Common Mistakes Color Typography Kuba Texture & E1 Pattern Icons & Illustration

P R I M A RY B R A N D LO GO FA M I LY

primary logo

A fresh take on a rich history

extended logo

Historic brand elements paired with refined details to grow with the reach of the ministry. The primary brand logo family includes branding elements to fit all spaces and sizes where your brand is applied.

Africa mark

Visual

E1 mark

PRIMARY LOGO

The primary logo is used the most often and is usually the most versatile in the logo family.

BEST PRACTICES The primary logo is best applied in landscape copy space, horizontal signage, or potentially in a busier background where the elements in the extended logo may get lost.

Visual

PRIMARY LOGO: USAGE

SAFE SPACE • Always use with adequate margin. • For reference, the height of the “E” can be used to ensure proper spacing when placing next to other design elements.

COLOR Should only be used in Stone, Rust or Ebony. • Use the Stone on Rust. • Use Rust on Stone, Ebony or light backgrounds. • Use Ebony on Papaya.

MINIMUM SIZES • To ensure maximum legibility, make sure the primary logo is 1 inch or greater. • For the smaller areas use the E1 mark. > 1 in. or 60 px

Visual

> 0.2 in. or 12 px

EXTENDED LOGO

The extended logo is best for contexts that allow more space for brand expression.

BEST PRACTICES • Overlay the extended logo on solid, light colors from the E1 color palette. • Do not overlay on a texture or photo background. In these instances use the primary logo instead. • Make sure you also have enough contrast when overlaying to not lose visibility.

Visual Visualization

EXTENDED LOGO: USAGE

SAFE SPACE • Always use with adequate margin. • For reference, the width of the “W” can be used to ensure proper spacing when placing next to other design elements.

COLOR Should only be used in Stone, Rust or Ebony. • Use the Stone on Rust. • Use Rust on Stone or other light backgrounds. • Use Ebony on Stone or other light backgrounds.

MINIMUM SIZES • To ensure maximum legibility, make sure the extended logo is 1.75 inches or greater. • For smaller sizes from 1.25–1.75 inches, use the primary logo. • For the smallest areas use the E1 mark. > 1.75 in. or 300 px

Visual

> 1.25 in. or 75 px

> 0.2 in. or 12 px

AFRICA MARK

The Africa mark is a secondary brand element for instances when an Empower One logo has already been presented.

BEST PRACTICES • Best for square or round applications like signage, stickers, and other print collateral. • Make sure to overlay on high contrast backgrounds with minimal detail to ensure visibility.

Visual

AFRICA MARK: USAGE

SAFE SPACE • Always use with adequate margin. • For reference, the height of the “E” can be used to ensure proper spacing when placing next to other design elements.

COLOR Should only be used in Stone, Rust or Ebony. • Use the Stone on Rust. • Use Rust on Stone, Ebony or light backgrounds. • Use Ebony on Papaya.

MINIMUM SIZES • To ensure maximum legibility, make sure that the Africa mark is .875 inches or greater. • For the smallest areas use the E1 mark. > .875 in. or 150 px

Visual

> 0.2 in. or 12 px

E1 MARK

The E1 mark is a memorable icon to quickly identify your brand.

BEST PRACTICES • The E1 mark is the most versatile mark, intended for application in the smallest areas (when the Africa mark becomes too complex). • Best for "at a glance" representation of the Empower One brand.

Visual

E1 MARK: USAGE

SAFE SPACE • Always use with adequate margin. • For reference, the width of the “E” can be used to ensure proper spacing when placing next to other design elements.

COLOR Should only be used in Stone, Rust or Ebony. • Use the Stone on Rust. • Use Rust on Stone, Ebony or light backgrounds. • Use Ebony on Papaya.

MINIMUM SIZES • To ensure legibility, make sure the width of the E1 mark stays equal to or greater than > 0.2 in. or 12px

Visual

0.2 inches.

BRAND EQUITY

Ensure your brand equity It's important to remain consistent in brand application and to not distort your logo in any way from the original files provided. These guidelines apply to all brand elements, including the School of Church Planting and The Village.

C O M M O N M I S TA K E S

01.

EMPOWER ONE

02.

WER O P M E ONE

EMPOWER ONE

04.

EMPOWER ONE

03. TM

W H AT NOT TO D O

05.

01. distort or stretch

06.

02. add a drop shadow 03. tilt or rotate

04. move logo elements 05. use color outside the E1 color palette or provided logo file

07.

EMPOWER ONE

09.

08.

EMPOWER ONE

06. outline 07. place over a distracting background TM

08. use two colors within the logo 09. change the typeface 10. lower opacity

10.

11.

12.

11. place over a conflicting color 12. remove elements within the logo

EMPOWER ONE

Visualization

EMPOWER ONE

COLOR USAGE

Rich neutrals & warm reds Colors define mood and character of a brand. The Empower One color palette represents the brand values of confidence and dignity. Inspired by the rich, earthy colors of Africa, the neutrals create a strong balance with the warm reds. This color palette is an intentional nod to the organic landscape and bold colors of Africa.

BEST PRACTICES

The primary colors used are Rust and Stone paired with Papaya and Ebony. Secondary color accents include Lake, Java, Smoke, Ash.

Visual

PMS – WARM GREY 1 C – 40%

Stone

R G B – 2 4 0 , 2 3 7, 2 3 7 CMYK – 5,5,4,0 HEX – #F0EDED PMS – 7623 C

Rust

Ebony

RGB – 145,48,41 C M Y K – 2 8 , 9 0 , 8 7, 2 7

A consistent and well curated color

HEX – #913029

palette conveys trust, distinction,

PMS – 419 C

and familiarity within your brand.

RGB – 31, 13, 13 C M Y K – 6 3 , 7 2 , 6 7, 8 2 HEX – #160900

BEST PRACTICES Do not use any colors outside of the Empower

Papaya

PMS – 7597 C

One color palette. However, decreasing Ebony

R G B – 2 2 2 , 74 , 6 1

and Java in 10% increments is acceptable.

C M Y K – 7, 8 6 , 8 2 , 1 HEX – #DE4A3D

Smoke

COLOR CODES

PMS – BLACK 4 C – 10%

Color codes are specific formulas for the purpose

RGB – 214, 209, 209

of remaining consistent to the exact brand

CMYK – 15, 14, 13, 0

colors across all applications.

HEX – #D6D1D1

• Pantone or 'PMS' / Universal color system that can be applied to any application of print

P M S – 74 5 8 C P

Lake

RGB – 100, 182, 207 CMYK – 53, 3, 8, 9 HEX – #64B6CF PMS – 438 C – 50%

Ash

R G B – 1 3 7, 1 2 3 , 1 2 3 CMYK – 21, 28, 24, 39

or digital products. • CMYK / For print pieces, make sure to set up your document in CMYK. • RGB + HEX / For digital and web applications, make sure to set up your document colors with the RGB color code. • Use the HEX # for accurate web brand colors.

HEX – #897B7B

PMS – BLACK 4 CP

Java

RGB – 51, 26, 26 C M Y K – 5 5 , 7 5 , 6 7, 74 HEX – #331A1A

TYPOGRAPHY

TYPE FORMULAS 01. Family – Gibson Medium

Size – 10 pt Letter Spacing – 200 Caps – ALL CAPS 01.

02.

TA G L I N E S A R E T H E S I M P L E S T E X P R E S S I O N

Headlines quickly communicate the why

Color – E1 Papaya Alternative – Lato 02. Family – Gibson SemiBold

Size – 20 pt Letter Spacing – 0 Leading – 23 pt Caps – Sentence case Color – E1 Rust

03.

Bree Serif Light Italic is used for a secondary paragraph typeface for emphasis & quotes.

Alternative – Verdana Bold 03. Family – Bree Serif Light / Light Italic

Size – 12 pt

Bree Serif Light is the paragraph body font. It pairs well with

Letter Spacing – 0

the sans serif headlines. The paragraph font is generally half

Leading – 20 pt

the size of the headlines.

Caps – Sentence case Color – E1 Rust / E1 Ebony Alternative – Lato

04.

CAlL outs

04. Family – Chantal Medium*

Size – 20 pt Letter Spacing – 0 Caps – ALL CAPS Color – E1 Papaya Alternative – Lato *Only use with a call out of four words or less. Always use glyphs for repeated letters.

Visual

L AYO U T & M A R G I N

P. O . B O X 5 5 1 7 5 5 • D A L L A S , T X 7 5 3 5 5

January 1, 2020

Dear Insert Name,

MARGIN

Equasperum aut apis debis aut aria ne pe landici piendam rendit id

Use the inside edge of your logo

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to set the page margin.

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When the primary logo is right aligned,

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always use the left edge of the logo to

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set the right margin for your layout.

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Never allow the body copy to cross

aspicatem rehenimus aut dis sit ipitati antiberferes sam qui sequis voluptam

over the invisible plane created by the

dit qui quam ent ut que alitatur? Mus.

interior edge of the logo.

Bus, to quis rerferis adiorum et idest prestium deliqui beaquam, consequi ut rehenis ventiurio. Rumentibus andi volupta quibusae. Ut fuga. Nam

This allows your message to breathe

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and maintains visual balance, making

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it approachable and easy to read.

atempediti od ma dolupti aestiam aut atiisimagnia volupta voloribus aut. Qui voloria sinum dempore siminctori blaut rerum id molu. erorent sit amet.

David Kaya, Country Director & Co-Founder

EMPOWER-ONE.ORG

Visual

KUBA TEXTURE

01.

Kuba cloth HISTORY OF KUBA CLOTH

Inspired by traditional African Traditional African kuba cloth is made from dyed

kuba cloth, the Empower One kuba

raffia leaves. While the weaving process is extremely

texture visually represents the

time consuming and meticulous, the design itself is seldom planned.

Organic line patterns emerge as the cloth forms.

organic growth of the ministry in an ever changing environment.

BEST PRACTICES 01. Pair kuba texture with solid E1 color fields.

• No more than 15% of a designed area should include the kuba texture. • Use sparingly to add a subtle authentic African feel. 02.

• Do not increase the scale of the kuba texture files provided.

02. Only use the kuba texture color combinations

provided in the E1 Brand Assets.

Visualization Visual

E 1 P AT T E R N

01.

02.

PraY FoR SuDAn

God is at work in Northeast Africa.

Creating depth through patterns The E1 mark can also be used as a tiled pattern to add depth to branded designs.

BEST PRACTICES 01. Tile the E1 pattern rotating by 90°

increments only. • For creating the best tone on tone combination, choose a background color and use the same color for the E1 pattern, only decreased to 10% tint. Neutral colors from the palette are best. 02. When appropriate, call out one E1 mark

that has not been rotated to highlight the Empower One brand.

03. Keep it simple. The E1 pattern is inherently

busy, so be sure to limit your color combo to 03.

Visual

a max of two complementary brand colors.

I C O N S + I L L U S T R AT I O N

The Empower One illustration style uses custom abstract icons and organic lines to create simple visuals to make big ideas approachable. F U N DA M E N TA L S BEST PRACTICES • Don't use icons to represent more than one concept. The purpose of an icon is to bring clarity—using it to represent different concepts causes confusion. • Use these abstract icons to make

PRACTICUM

Students begin by establishing a solid

Under the supervision of our teaching

Biblical foundation. This includes

team, students gain practical

training in fundamental theology,

experience in a local ministry context.

Biblical literacy, missions strategy and

This includes leading small group

leadership development—specific to

Bible studies, sharing the gospel, and

their role as a church planter.

preaching.

complex concept feel approachable. • It's important not to distort or alter the icons in any way.

Visual

M O B I L I Z AT I O N

EQUIP

UNITE

Equipped to lead, graduates are sent

Our generation must take the gospel

God designed us to work together.

out by their local churches. Empower

further than the one before.

We're calling the local church to link

One leadership and local pastors

We are training local leaders to

arms globally with those acting on the

oversee these new church planters as

establish healthy churches through

front lines of this gospel movement—

they expand the reach of the gospel to

the knowledge and application of

until everyone hears.

people who don’t know Jesus.

God’s Word.

As our church planters make disciples the reach of their local church expands. Multiplication into new areas is inherent and intentional so everyone, everywhere has the opportunity to choose Jesus.

Visual

School of Church Planting Visual Elements Application Messaging

30 Visualization

S C H O O L O F C H U R C H P L A N T I N G : LO GO FA M I LY

academic seal

An academic look with a firm foundation These brand elements combine a traditional academic feel with rich history. The inclusion of the Africa mark establishes credibility, school logo lock-up

confidence and familiarity.

The School of Church Planting logo family includes branding elements to fit all spaces and sizes where your brand is applied.

School of Church Planting

ACADEMIC SEAL

The academic seal is the primary brand element specific to the School of Church Planting.

BEST PRACTICES

• Best for use when talking specifically about the school of church planting. • The format of the academic seal is best for square or round applications like signage, stickers, and other print collateral. • Make sure to overlay on high contrast backgrounds with minimal detail to ensure legibility.

School of Church Planting

ACADEMIC SEAL: USAGE

SAFE SPACE • Always use with adequate margin. • For reference, the height of the “E” can be used to ensure proper spacing when placing next to other design elements.

COLOR Should only be used in Stone or Ebony. • Use Stone on Ebony or Rust. • Use Ebony on light backgrounds.

MINIMUM SIZES • To ensure maximum legibility, make sure that the academic seal is .75 inches or greater. > 0.75 in. or 54px

School of Church Planting

> 0.2 in. or 12px

• For the smallest areas use the E1 mark.

S C H O O L LO GO LO C K- U P

By pairing the E1 mark and school name, the school logo lock-up is a secondary brand element that brings credibility and clarity within the overall brand.

BEST PRACTICES

• Best for use when highlighting "Empower One School of Church Planting" as the centerpiece of the organization. • The format of the school logo lock-up is best used in landscape applications such as signage, print collateral, and areas that are too busy visually to include the academic seal. • Make sure to overlay on high contrast backgrounds and/or minimal detail to ensure legibility.

School of Church Visualization Planting

S C H O O L LO GO LO C K- U P : U S AGE

SAFE SPACE • Always use with adequate margin. • For reference, the height of the “E” can be used to ensure proper spacing when placing next to other design elements.

COLOR • Use full color on light backgrounds.

MINIMUM SIZES • To ensure maximum legibility, make sure the school logo lock-up stays 1.5 inches or greater. • For areas less than 1.5 inches and greater than .75 inches, use the academic seal. • For the smallest areas use the E1 mark. > 1.5 in. or 100 px

School of Church Planting

> 0.75 in. or 54px

> 0.2 in. or 12 px

S C H O O L O F C H U R C H P L A N T I N G : A P P L I C AT I O N

Create school of church planting swag by incorporating the academic seal on relevant items in the Empower One color palette.

BEST PRACTICES

• Use the academic seal when creating swag. For items with multiple print areas, pair the seal with either the Empower One primary or extended logo. « See backpack for example. • Choose swag that is offered in the Empower One color palette. Then use Stone or Ebony for the application of the academic seal. Using these neutrals as your print/embroidery colors makes it easy to achieve a look consistent with the Empower One brand.

School of Church Planting

SCHOOL OF CHURCH PLANTING: MESSAGING

We say it like this: WHY

We believe this generation must take the gospel further than the one before, and the good news is they’re willing.

W H AT

•

We're equipping the next generation to lead.

•

Local leaders are bringing gospel access to unreached communities.

•

Rooted in the truth of God’s Word and in partnership with local churches, our graduates are fulfilling the Great Commission—making disciples of all nations.

HOW

•

At our School of Church Planting (formerly NEATS) we train local leaders to establish healthy churches. These leaders expand the reach of the gospel to people who have never had the opportunity to choose Jesus.

•

Biblical education meets church leadership experience.

Fundamentals Students begin by establishing a solid Biblical foundation. This includes training in fundamental theology, Biblical literacy, missions strategy and leadership development—specific to their role as a church planter.

Practicum

PROCESS

Under the supervision of our teaching team, students gain practical experience in a local ministry context. This includes leading small group Bible studies, sharing the gospel, and preaching.

Mobilization Equipped to lead, graduates are sent out by their local churches. Empower One leadership and local pastors oversee these new church planters as they expand the reach of the gospel to people who don’t know Jesus. School of Church Planting

The Village Visual Elements Messaging

Visualization

THE VILLAGE: VISUAL ELEMENTS

The Village sub-brand is specific to our community of courageous monthly donors.

WORD MARK

Use for all applications and communications specific to The Village.

The Village is our committed community of monthly donors who believe where you live shouldn’t determine whether you have the opportunity to choose Jesus.

B E L I E F S TAT E M E N T

Tells the world what our courageous monthly donors are committed to seeing happen. COLOR

Lake is the primary color used in combination with 100% White. The secondary color palette includes Papaya, Smoke and Ebony.

IMAGERY

All photography and video should highlight trained leaders. Imagery that conveys community may also be incorporated.

Visualization

SAFE SPACE • Always use with adequate margin.

WORD MARK: USAGE

• For reference, the height of the “V” can be used to ensure proper spacing when placing next to other design elements.

COLOR Should only be used in Lake or White. • Use White on Lake. • Use Lake on light backgrounds.

MINIMUM SIZES • To ensure maximum legibility, make sure that the word mark is 1 inch or greater. > 1 in. or 96 px

The Village

THE VILLAGE: MESSAGING

We say it like this:

WHO

•

Committed community

•

Partners in the gospel

•

Courageous community

•

Brothers and sisters, image bearers,

•

Community of monthly donors

•

Members of The Village

•

Where you live shouldn’t determine whether you have the

and co-heirs •

Not "white savior" mentality

opportunity to choose Jesus. •

Because Jesus is for everyone, everywhere.

•

How, then, can they call on the one they have not believed in? And

WHY

how can they believe in the one of whom they have not heard? And how can they hear without someone preaching to them? And how can anyone preach unless they are sent? As it is written: “How beautiful are the feet of those who bring good news!” -Romans 10:14-15 NIV

W H AT

C TA

IMPACT The Village

Together we’re equipping local leaders to reach people with no gospel access.

•

Join The Village

•

Fuel the mission. Give the unreached the opportunity to choose Jesus.

Your gift of $50/month helps train one church planter every year. 41

Storytelling Our Approach Photography Video Field Notes

Visualization

OUR APPROACH

Sharing stories is the single most powerful way to engage others to join in our mission. We are responsible for how we

Through these heroes of the faith, light is piercing through the darkness. "The world was not worthy of them.

gather and re-tell stories.

BEST PRACTICES • Consult with Kaya / Local leaders are your litmus test for stories. If they are uneasy with the person or concept, move on. • Ask permission / Communicate your purpose upfront and make sure it's ok to

They wandered in deserts and mountains, living in caves and in holes in the ground.

share their story publicly. Allow them to opt in or not. If it's questionable consider an audio-only recording. This can result in powerful pull quotes that don't require being

These were all commended for their faith, yet none of them received what had been promised, since God had planned something better for us so that

tied to their identity. • Bridge the gap / Make sure the person in front of and behind the camera have someone they know and trust present. Be

only together with us would they be made perfect."

mindful of gender. This helps make everyone

–HEBREWS 11:38-40 NIV‬‬

candid conversation.

feel at ease, and turns an interview into a • Ask them to say it again / Listen for opportunities for something to be shared more succinctly or clearly. • Be emotionally responsible / Express gratitude and care. Responsibly, you can match their emotion, but be mindful to not make person the sharing their hard story "take care" of your emotions.

Storytelling

PHOTOGR APHY

» Capturing images that highlight the dignity of our leaders in their relentless pursuit of the unreached.

BEST PRACTICES 01. Leaders / As the front lines of our ministry, we

02.

capture the strength, unwavering dedication and deep compassion of our leaders. We want

01.

their faces to feel familiar, creating a deep sense of connection with our U.S. partners. 02. Students / Eager to learn, study and live out

Biblical principles, we show students who are hungry to know Jesus deeply. 03. Ministry / In word and deed our church 03.

planters are actively training, equipping, evangelizing, and making disciples. The gospel is going forth—boldly proclaimed under mango trees and open air evangelism events, but also in simple acts of kindness. We have a great opportunity to create interruption of what we perceive is necessary for ministry. 04. Trips / Use minimally and intentionally to

celebrate the local church united globally. We guard against anything that portrays "white savior" mentality, our African leaders are the front lines of our mission. 05. Africa / In all it's color and rich history,

we show glimpses of beauty where light is breaking through the darkness.

04.

05.

Storytelling

VIDEO

» Every narrative we tell speaks in evidence of God drawing people to himself through the faithful obedience our leaders.

BEST PRACTICES • People over projects / We are responsible for the way we capture stories. While it's tempting to get caught up in technical details and deadlines, ensuring we honor the person in front of the camera (and their community) is our single priority. • Both sides of the story / Testimonies from the field include harsh realities. We maintain story integrity, while using discretion in how/ what details are included in the final edit. • Focus on transformation / Our goal is to make much of Jesus and the new life He brings. This means we craft stories that emphasize (in storyline and screen time) the reality of life since coming to know Jesus. • Protecting identity / We do not use identifiers: geographic, religious or other story details that may compromise safety. • Leaders and students / We share the stories of people we know—our leaders and students. Aside from their personal testimony, our leaders may retell their experiences from the field, but we do not record anyone outside of Empower One. This avoids confusion and ensures organizational integrity.

Storytelling

Application Field Photo Treatment Print Web Swag Social Media

F I E L D P H OTO T R E AT M E N T

We frame front line leader reports as mission critical—reinforcing our commitment in pursuit of the unreached. Pairing engaging meta data (dates and location) with a strong "hook" allows us to highlight the progress in the field while building trust with our partners.

BEST PRACTICES

• For the field photography treatment, use the Field Photo Template provided in the brand assets folder. • Only use this treatment for field photos from our local leaders. No professional brand photography should be combined with this treatment. • Black and white photography is an alternate way to create focus and eliminate distraction of low photo quality, without forsaking authenticity.

Application

Use this as a daily reminder of the hope we share in the gospel.

Give your fridge a facelift! Use this magnet to add your favorite E1 trip photo to your fridge. (Or keep it simple and use the front photo of the E1 notecard this came with!) Tag @empower_one on Instagram and Facebook and we’ll share your pic!

Application

WEB

Application Visualization

SWAG

We celebrate committed partners with relevant, quality branded Empower One items that connect with our mission.

BEST PRACTICES

• Quality over quantity. The quality of printing and product are a direct reflection of our stewardship of the resources entrusted to us. • Choose wisely. We don't opt for cheap substitutes that reflect poorly on who we are as an organization. Choose pieces that people actually want and last. • Follow brand guidelines. There is a best logo, mark and layout for every situation. Don't settle for ok, consult the logo guidelines and ask for help to ensure we're creating the best Empower One pieces possible.

Visualization Application

Language & Writing Voice Messaging Terminology

BRAND VOICE

Our confidence is built on the One who is faithful, steadfast and present in every season.

Pressing on toward the goal. Our brand voice reflects perseverance and encouragement through hope, in relentless pursuit of the mission we've been called to.

Kingdom vision compels us to move forward in faith, despite the circumstances or climate of the day. We're calling the local church to link arms globally with those acting on the front lines of this gospel movement. We are humble, dignifying and smart stewards of the resources and opportunities entrusted to us—eternity hangs in the balance.

Language & Writing

TERMINOLOGY

When talking about

We say it like this: unreached

THE PEOPLE WE SERVE

people who have never heard the name of Jesus people who don't know Jesus

We don't say this:

"most unreached" // people are either reached or not, there's not a most unreached, they may however be an under-engaged people group.

under-engaged

local leaders

OUR TEAM

brothers and sisters in Christ Empower One

church planters

OUR STUDENTS & GRADS

students disciples generation

OUR SUPPORTERS

partners partners in the gospel

"donors" // Rather than singling out financial commitment we use the term partners as much as possible when talking about those who have joined us in this mission.

Language & Writing

TERMINOLOGY

When talking about

We say it like this:

North East Africa

WHERE WE WORK

10/40 Window The North* South Sudan, Uganda, DR Congo

We don't say this: Use "The North" or 10/40 Window when communicating about leaders serving in closed areas. *We protect the identity and location of all leaders serving in Chad, Sudan and other closed countries.

Empower One is not a denomination, nor are

CHURCH

Omit denomination names

we associated with a specific denomination. When sharing field reports we omit denomination affiliation to avoid distraction.

OUR SCHOOL

School of Church Planting

NEATS

Extension Centers

DTI / Discipleship Training Institute

(formerly NEATS)

God's Word Word of God

THE GOSPEL

the good news of Jesus Christ

God's word word of God "good news" is always lowercase, never used as a proper noun.

the gospel

"gospel" is always lowercase, except when: •

Referencing a specific gospel book of the bible, i.e. the Gospel of Mark.

Language & Writing

•

In reference ot the first four books of the Gospel (Matthew, Mark, Luke, John).

APPENDIX A

In-Country Brand Elements

56 Visualization

IN-COUNTRY BRAND ELEMENTS

E1 Africa mark

United globally These brand elements are distinguished for in-country use by Empower One Africa.

BEST PRACTICES area logo lock-ups

• The E1 Africa mark is only for Africa facing applications. • When beneficial to show alignment with a specific region, the E1 Africa mark should be substituted for the specific area logo lock-up.

In-Country Brand Elements

E1 AFRICA MARK

The E1 Africa mark is intended specifically for in-country application.

BEST PRACTICES • Best used in square or round applications such as signage, stickers, and print collateral. • Overlay on high contrast backgrounds with minimal detail to ensure legibility.

In-Country Brand Visualization Elements

E1 AFRICA MARK: USAGE

SAFE SPACE • Always use with adequate margin. • For reference, the width of the “E” can be used to ensure proper spacing when placing next to other design elements.

COLOR Should only be used in Stone, Rust or Ebony. • Use Stone on Rust. • Use Rust on Stone, Ebony or light backgrounds. • Use Ebony on Papaya.

MINIMUM SIZES • To ensure maximum legibility, make sure the E1 Africa mark stays .375 inch or greater. • For the smallest areas use the E1 mark. > .375 in. or 25 px

In-Country Brand Elements

> 0.2 in. or 12 px

A R E A LO GO LO C K- U P

The area logo lock-ups pair the E1 mark with a specific ministry region while remaining consistent with the overall Empower One brand.

BEST PRACTICES

• The format of the area logo lock-up is best for landscape applications such as signage, print collateral, and web. • Make sure to overlay on high contrast backgrounds and/or minimal detail to ensure legibility.

In-Country Brand Visualization Elements

A R E A LO GO LO C K- U P : U S AGE

SAFE SPACE • Always use with adequate margin. • For reference, the height of the “E” can be used to ensure proper spacing when placing next to other design elements.

COLOR • Use full color on light backgrounds.

MINIMUM SIZES • To ensure maximum legibility, make sure the area logo lock-up stays 1 inch or greater. • For areas less than 1.5 inches and greater than .375 inches, use the E1 Africa mark. • For the smallest areas use the E1 mark. > 1.5 in. or 100 px

Visualization In-Country Brand Elements

> .375 in. or 25 px

> 0.2 in. or 12 px

APPENDIX B

Additional Resources

All brand resources are located on the Empower One 500-Marketing Shared Google Drive: • E1 Brand Assets / Logos, Marks, Icons, Kuba Texture, E1 Pattern • E1 Media Library / Approved brand photography and videos • E1 Collateral / Letterhead, Social Media Templates

Public facing brand assets for partners and advocates info@empower-one.org google drive: • [PUBLIC ACCESS] Empower One Brand Logos, Photos, Videos

Questions? Email hello@honeystreet.com and we'll be glad to point you in the right direction.

Branding & Layout by Honeystreet • Photography by Jordan Snowzell & Starla Koehler