B R A N D G U I D E L I N E S | V. 1 1 . 0 9 . 2 3
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Welcome We value upholding a strong brand that inspires others to join in our mission. This brand book includes our brand narrative and nuances for every application.
Reach out to info@grovetx.church with any questions as you create
Intro
within the The Grove brand.
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They will be called oaks of righteousness, a planting of the Lord for the display of His splendor.
Contents
ISAIAH 61:3 NIV
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Table of Contents
A RT I CU LAT I O N
Vision
7
Strategy
8
Mission
10
Posture
11
Tone
12
BLESS
13
Words We Use
14
V I S UA LI ZAT I O N
Our Logo
18
Common Mistakes
29
Ministry Logos
30
Color
32
Typography
34
A PP LI CAT I O N
Illustration
37
Stationary
38
Swag & Signage
39
A PP END I X
A: Evergreen
41
Articulation
Vision
7
Strategy
8
Mission
10
Posture
11
Tone
12
Posture
13
Words We Use
14
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VISION
OUR VISION
To see people transformed by the Good News of Jesus Christ for the display of His splendor.
Articulation
Isaiah 61:1-3; Luke 4:16-22; John 17
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ST R AT EGY
O U R S T R AT E G Y
Discipleship is what we are all about— here's why: God's strategy for bringing restoration to our broken world is through His Son, Jesus Christ. Jesus Christ lives in His people, the Church. His strategy for the Church? Discipleship. We're a church who wants to bring restoration in
Articulation
our neighborhoods and to the ends of the earth. Discipleship is God's strategy, so it's ours too.
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ST R AT EGY
P U R S U I TS
Exalt
• Worship God only.
As disciples of Jesus Christ our
• Imitate Jesus.
aim is to glorify God with our whole life.
Equip
• Multiply mature disciples.
We are committed to equipping
• Cultivate biblical community.
the church for ministry.
Engage
• Bless those who are near to us.
We are intentional to bring the
Articulation
Good News of the Kingdom
• Plant churches.
where it's needed most.
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MISSION
OUR MISSION
We exist to make disciples. Known by our love——from our neighborhoods to the ends of the earth——we are committed to bringing people into fellowship with Jesus and His Church.
Articulation
Matthew 28:18-20; John 13:35; 2 Peter 3:9
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P O ST U R E
Focused We bring clarity into everything we communicate so that we can
Everything we do is in response to God, not to get a response from God.
elevate what matters most—without distraction.
Active God designed his church to work together—bringing restoration into our broken world. We use active language that calls the Church to obedience and we welcome others to join in with us.
Our posture informs the tone of everything we write and speak about our team, church, partners and neighbors.
Bold We're serious about our mission. This means we don't shy away from what is true as we look for opportunities to bring people into
Articulation
fellowship with Jesus and His Church.
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TO N E
We are not:
Bold
Abrasive
Hopeful
Heroic
Equipping
Enabling
Inviting
Exclusive
Approachable
Arrogant
Confident
Cautious
Articulation
We are:
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B.L.E.S.S. •
LI
ST
E
LI •
•
AY E
R
T
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SHA E •
ITH
RV
PR
SE
GIN W
•
EA
Articulation
R
•
ST
N
•
E
AT
S H A R E • B EG I N W I T • H P E RA RV E YE S
N
E
If our hope is to see our neighbors come to know Jesus, we must become faithful disciples committed to BLESSing.
WORDS WE USE
Disciple-Making Groups (DMG)
Church
An equipped disciple or equipped couple leads 2-4
A gathering of disciples surrendered in obedience to
new believers for 1-year to help them follow Jesus, be
all the teachings of Jesus Christ. They gather regularly
changed by Jesus, and join the mission of Jesus. These
under Biblically recognized leadership for the purpose of
new believers will be equipped to disciple 2-4 people the
fulfilling the Great Commission (making disciples) with
following year.
a Great Commandment heart (loving God, loving people).
Disciple-Making Relationships
Church Plant
This is an intentional relationship where a disciple
A new church that is the fruit of intentional disciple-
enters into a relationship with a new believer to help
making. The Grove is committed to multiply the church
them follow Jesus, be changed by Jesus, and join the
by sending out leaders who make disciples who form
mission of Jesus (Matt. 28:18-20).
new churches.
Discipling to Maturity Relationships
Disciple
A relationship where a more mature disciple walks
A disciple is someone who is following Jesus, being
alongside another believer, leading by example and
continually transformed by the Holy Spirit, and is
growing together in love for God and others.
Articulation
committed to the mission of God (Matt. 4:19).
Discipleship
Elders
An intentional relationship where a more mature
Elders are responsible for the primary leadership and
disciple helps another deepen their relationship
oversight of a church. The function and role of an elder
with Jesus.
is to lead the church (1 Tim 5:17; Titus 1:7; 1 Peter 5:1–2),
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WORDS WE USE
teach and preach the Word (1 Timothy 3:2; 2 Timothy 4:2;
linguistic, and/or geographical boundaries, planting
Titus 1:9), protect the church from false teachers (Acts
churches, and teaching disciples to obey everything Jesus
20:17, 28–31), exhort and admonish the saints in sound
commanded.
doctrine (1 Timothy 4:13; 2 Timothy 3:13–17; Titus 1:9), visit the sick and pray (James 5:14; Acts 6:4), and judge
Missionary
doctrinal issues (Acts 15:6). In biblical terminology, elders
Someone sent out by the local church to make disciples
shepherd, oversee, lead, and care for the local church.
who make disciples, planting or strengthening local
An elder serves a 4-year term by vote of the Partnership.
churches by making the Gospel known across ethnic,
The Lead Pastor serves as a perpetual elder.
linguistic, and/or geographical boundaries. These are the ones the church is called to support.
Gathering People make up the church. Therefore, we call our
Partnership
Sunday morning a "gathering" of the church as it more
Partnership is a commitment to live in community
clearly reflects people (the Church) coming together.
and on mission with other disciples at The Grove. The pathway to partnership initially begins by attending First Steps. Partnership commitments are renewed
Gospel
yearly.
The good news that Jesus Christ came from heaven, died on the cross having lived a perfect sinless life, bore then in His body the full penalty of our sin and raised from
Residency
the dead. Those who repent of sin and place their faith in
The Grove offers a church planting residency for
Articulation
the perfect work of Christ can and will be saved.
training church planters in the knowledge and skills for planting reproducing, life-giving churches.
Missions Missions is the deliberate action of disciples making disciples of all nations by taking the gospel across ethnic,
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The Lord is not slow in keeping his promise, as some understand slowness. Instead he is patient with you, not wanting anyone to perish, but everyone to come to repentance.
Articulation
2 PETER 3:9
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Visualization
Our Logo
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Logo Family
19
Common Mistakes
29
Ministry Logos
30
Color
32
Typography
34
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O U R LO G O
The Grove logo family is designed with custom letter forms, which combine smooth and sharp
02 mark
Focused. Active. Bold.
angles for a strong, yet approachable feel. 01
01 arrow inspired 'G'
The "G" character is inspired by an arrow to communicate movement.
02 By duplicating a thinline
version of the “G” letterform, the brand mark conveys Visualization
values central to The Grove.
EXALT
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EQUIP
ENGAGE
LO G O FA M I LY
The Grove logo is arranged in a variety of approved layouts to fit
primary
all sizes and spaces the brand will be applied.
L O G O L AY O U T G U I D E L I N E S •
The primary layout is the most versatile of the logo layouts and is used most often. This layout works
lock-up
stacked
best in horizontal spaces and when you need The Grove name prominent and easy to read. •
Use the lock-up layout for landscape copy spaces you want to include the name and brand mark together.
•
Use the stacked layout for instances where you want to include "Church", rather than just "The Grove". This works best for large square spaces.
wordmark
mark
•
The wordmark is exclusively for vertical spaces.
•
The mark is a secondary brand element for instances when the The Grove name has already been
Visualization
presented. It's the best option when you're tight on space and still want branding.
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P R I M A RY LO G O
The primary logo is used most often and is most versatile in the logo family. BEST PRACTICES •
The primary logo is best applied in landscape copy space, horizontal signage, or potentially on busier background where elements of the
Visualization
logo-lockup may get lost .
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P R I M A RY LO G O : U SAG E
S A F E S PA C E •
Always use adequate margin.
•
For reference, the height of the 'G' can be used to ensure proper spacing next to other design elements and/or within the overall available space.
COLORS •
Use Spruce on Vanilla or other light backgrounds.
•
Use Vanilla on Forest or other dark backgrounds.
MINIMUM SIZES •
To ensure maximum legibility make sure the primary logo is 2
Visualization
inches or greater. • ≥ 2 in or 192px
inches, use the stacked logo.
≥ .1875 in or 13.5px
≥ 1 in or 72px
For smallaer sizes from 1 inch—2
•
For the smallest areas use the wordmark.
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LO G O LO C K- U P
The logo lock-up is best for contexts that allow for more brand expression. BEST PRACTICES •
This logo layout is only for use on light-colored backgrounds.
•
For best results on dark backgrounds, try the primary logo or stacked logo
Visualization
in Vanilla.
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LO G O LO C K- U P : U SAG E
S A F E S PA C E •
Always use adequate margin.
•
For reference, the height of the 'G' can be used to ensure proper spacing next to other design elements and/or within the overall available space.
COLORS •
Should only be used in Spruce and on light backgrounds.
•
Do not attempt to use 'an inverse' version of this logo layout.
MINIMUM SIZES •
To ensure maximum legibility make sure the logo lock-up is 1.5
Visualization
inches or greater. • ≥ 1.5 in or 144px
≥ .1875 in or 13.5px
≥ 1 in or 72px
For smallaer sizes from 1 inch—1.5 inches, use the stacked logo.
•
For the smallest areas use the wordmark.
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STAC K E D LO G O
The stacked logo is a secondary brand element for applications where it is best to include "Church" in our name. BEST PRACTICES •
When used with adequate margin, this logo layout works well positioned in the bottom left corner of pieces and in square spaces.
•
Alternate versions are available that include the stacked logo with The
Visualization
Grove website url.
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STAC K E D LO G O : U SAG E
S A F E S PA C E •
Always use adequate margin.
•
For reference, the height of the 'G' can be used to ensure proper spacing next to other design elements and/or within the overall available space.
COLORS •
Use Spruce on Vanilla or other light backgrounds.
•
Use Vanilla on Forest or other dark backgrounds.
•
Use the two color version of the stacked logo with website on plain, light backgrounds.
MINIMUM SIZES •
To ensure maximum legibility make sure the stacked logo with
Visualization
website is 1.5 inches or greater. •
For smallaer sizes from 1 inch—1.5 inches, use the stacked logo.
≥ 1.5 in or 144px
≥ .1875 in or 13.5px
≥ 1 in or 72px
•
For the smallest areas use the wordmark.
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WORDMARK
The wordmark is a brand element reserved exclusively for vertical spaces. BEST PRACTICES •
Use the wordmark as a secondary brand element in contexts where The Grove name is already understood.
•
The wordmark maintains readability at both large and small scale, but the best applications of this brand element are in complementary contexts where the wordmark serves can serve as a subtle "finishing
Visualization
touch".
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W O R D M A R K : U SAG E
S A F E S PA C E •
Always use adequate margin.
•
For reference, the height of the 'G' can be used to ensure proper spacing.
•
Never rotate the wordmark.
COLORS •
Use Vanilla on dark backgrounds.
•
Use Spruce on light backgrounds.
•
For a tone on tone look, use Moss or Spruce on Forest.
MINIMUM SIZES
Visualization
•
Ensure maximum legibility by making sure the width of the wordmark is .1875 inches or greater.
≥ .1875 in or 13.5px
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MARK
The mark is a memorable icon to quickly identify our brand. As a secondary brand element, the mark is for use in applications where another Grove logo has already been used.
BEST PRACTICES •
The most versatile of the brand elements, the mark is best for at a glance brand representation in small areas.
•
Always use with adequate safe space and margin on all sides of the mark.
•
Use Vanilla on dark backgrounds, and either Rain or Spruce on light backgrounds.
•
To ensure visibility, make sure the
Visualization
width of the mark is greater than .25 inches. ≥ .25 in or 18px
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CO M M O N M I STA K E S
Ensure your brand equity 01
02
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Follow these simple guidelines to avoid common mistakes:
WHAT NOT TO DO 04
05
06
The Grove
01
Distort or stretch
02
Add a drop shadow
03
Rotate
04
Rearrange logo elements
05
Use full colors other than Spruce or Vanilla—as provided in logo files.
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08
09
06
Outline
07
Place on a distracting background.
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Use two colors within the logo other than what is provided in logo files.
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12
Visualization
10
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09
Change the typeface
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Lower opacity or transparency
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Layer over a conflicting color
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Remove logo elements
M I N I ST RY LO G O FA M I LY
ministry wordmark
The ministry logos are secondary brand elements, exclusively for use where The Grove brand is already established. BEST PRACTICES
ministry lock-up
•
If and when we use a ministry logo directly reflects our understanding of the mission of the church. We want to represent a church unified in mission, so we only use ministry logos where The Grove primary brand has been established.
•
Use the ministry wordmark for external applications to ensure a
Visualization
clear association with The Grove. •
The ministry lock-up is best for internal applications or where The Grove brand is inherently understood.
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M I N I ST RY LO G O S : U SAG E
S A F E S PA C E •
Always use adequate margin.
•
For reference, the height of the 'G' can be used to ensure proper spacing.
COLORS •
Use Vanilla dark backgrounds.
•
Use full color, Moss, Rain or Fern version on light backgrounds.
MINIMUM SIZES •
Ensure maximum legibility by making sure the width of ministry
Visualization
wordmark is 1.5 inches or greater. •
For smaller areas from 1 inch—1.5 inches, use the ministry lock-up.
≥ 1.5 in or 144px
≥ .1875 in or 13.5px
≥ 1.5 in or 144px
•
For the smallest areas use the wordmark.
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CO LO R PA L E T T E
primary
FOREST
SPRUCE*
RAIN
VA N I L L A *
Visualization
COGNAC
T E R R A C O T TA*
secondary
PMS: BLACK 6 C CMYK: 76 60 72 80 RBG: 16 28 20 HEX: #101C14 SW 7069
MOSS
PMS: 5605 C CMYK: 74 56 72 66 RBG: 35 48 38 HEX: #233026 SW 6195
OLIVE
PMS: 2232 C CMYK: 59 16 33 0 RBG: 109 173 173 HEX: #6DADAD SW 9045
FERN
CMYK: 24 56 99 8 RBG: 184 119 44 HEX: #B8772C
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CMYK: 64 32 95 15 RBG: 99 127 60 HEX: #637F3C SW 6718
CMYK: 46 11 83 0 RBG: 149 183 89 HEX: #95B759 SW 6717
grays
PMS: 663 C CMYK: 4 4 10 0 RBG: 242 238 226 HEX: #F2EEE2
CMYK: 36 74 83 37 RBG: 119 64 44 HEX: #77402C
CMYK: 70 49 96 51 RBG: 55 69 32 HEX: #374520
*
SMOKE*
CMYK: 46 36 43 48 RBG: 88 91 86 HEX: #585B56
FOG*
CMYK: 4 4 10 10 RBG: 220 217 207 HEX: #DCD9CF
NOTE : When appropriate, these selected colors may
be used in shades decreased in 10% increments.
CO LO R P R O P O RT I O N S
Deeply rooted and curated colors The Grove color palette is inspired by the colors found deep in a lush forest. Dark greens create a strong foundation with complementary high contrast to the earthy neutrals—establishing an approachable, active and focused look.
BEST PRACTICES •
The primary brand colors include Forest, Spruce, Vanilla, and Rain.
•
Use Spruce on Forest to create a tone on tone look.
•
Secondary greens include Moss, Olive and Fern. These should be used in combination with Forest, Spruce or
Visualization
Vanilla to create contrast . •
Use Cognac, Terra Cotta, Fog and Smoke for applications that benefit from the addition of warm neutrals.
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TYPOGRAPHY
FONT FORMULAS
01
Interstate Regular Size & Leading: 8 / 12pt Letter Spacing: +200
01 02
LOREM IPSUM DOLOR SIT AMET
Caps: ALL CAPS
Lorem ipsum dolor sit amet, consectetuer.
Color: Forest Alternative: Lato Semibold 02
Stolzl Light Size & Leading: 28 / 32pt Letter Spacing: -20 Caps: Sentence case Color: Forest Alternative: Lato Light
03
Lorem ipsum dolor sit amet, consectetuer
03
Stolzl Medium Size & Leading: 13 / 22pt
04
Clavo Light is the primary option for paragraph text. Pairing well
Letter Spacing: -20
with the modern, san serif headings, it lends a classic feel and easy
Caps: Sentence case
readability for large areas of text. Lorem ipsum dolor sit amet,
Color: Moss
consectetuer adipiscing elit, sed diam nonummy nibh euismod
Alternative: Open Sans Bold
tincidunt ut. Lorem ipsum dolor sit amet, consectetuer adipiscing.
Clavo Light Size & Leading: 9 / 15.5pt
Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
Letter Spacing: 0
sed diam nonummy nibh euismod tincidunt ut. Lorem
Caps: Sentence case
ipsum dolor sit amet, consectetuer adipiscing elit.
Color: Smoke
–Isaiah 61:1-3
Alternative: Georgia
Visualization
05
04
05
Clavo Bold Italic Size & Leading: 9 / 15pt Letter Spacing: 0 Caps: Sentence case Alternative: Georgia Bold Italic
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T Y P O G R A P H Y: P U L L Q U OT E S & E M P H A S I S
FONT FORMULAS 06
LOREM IPSUM
07
DOLOR SIT AMET,
Lorem ipsum dolor sit amet, consectetuer
CONSECTETUER
adipiscing elit, sed diam nonummy nibh.
ADIPISCING ELIT, SED
— ADIPSCING ELITSED
06
Interstate Regular Size & Leading: 11 / 18pt Letter Spacing: -20 Caps: ALL CAPS
DIAM NONUMMY NIBH.
Color: Forest
— Adipscing Elitsed
Alternative: Lato Semibold 07
Stolzl Medium Size & Leading: 9 / 14pt Letter Spacing: -20 Caps: Sentence case Color: Forest
L O R E M I P S U M D O L O R S I T A M E T, 08
Alternative: Open Sans Bold
C O N S E C T E T U E R A D I P I S C I N G E L I T, 08
SED DIAM NONUMMY NIBH.
Interstate Bold Italic Size & Leading: 9 / 17pt
Adipscing Elitsed
Letter Spacing: +200 Caps: ALL CAPS Color: Moss Alternative: Lato Semibold Italic
09
•
Visualization
•
Lorem ipsum dolor sit amet,
•
Lorem ipsum dolor sit amet,
09
Interstate Light
consectetuer adipiscing elit, sed diam
consectetuer adipiscing elit, sed diam
Size & Leading: 8 / 13.5pt
nonummy nibh euismod tincidunt ut.
nonummy nibh euismod tincidunt ut.
Letter Spacing: 0
Lorem ipsum dolor sit amet,
•
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut.
nonummy nibh euismod tincidunt ut.
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Caps: Sentence case Color: Smoke Alternative: Lato Light
Application
Illustration
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Stationary
38
Swag & Signage
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I L LU ST R AT I O N
Create engaging visuals As a reflection of our pursuits, our illustration library includes helpful brand elements that can add visual depth anywhere the Grove brand is displayed. Illustrations are not icons. Meaning these custom illustations are not literal depiction, but rather a secondary way to engage the
Application
viewer visually, in a way that words alone cannot.
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Application
STAT I O N A RY
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Application
SWAG & S I G N AG E
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Appendix A: Evergreen
Assets
41
Typography
42
Textures & Photos
43
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EVERGREEN
wordmark
Faithful in every season — Evergreen. Building on the foundation of The Grove brand, these pages
tagline
are designed to bring clarity and consistency specific to communicating The Grove's Evergreen campaign.
color proportions
BEST PRACTICES •
The Wordmark can be used in White or Spruce.
•
The Tagline can be used in a variety of formats. (See example
Application
on left for the primary layout) •
Use White & Forest as the primary colors when designing for Evergreen with accents of Fern.
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E V E R G R E E N : T Y P O G R O P H AY
FONT FORMULAS
01
Interstate Regular Size & Leading: 8 / 12pt Letter Spacing: +200
01
02
03
04
LOREM IPSUM DOLOR SIT AMET
Caps: ALL CAPS
LOREM IPSUM DOLOR SIT AMET
Color: Fern Alternative: Lato 02
Marlide Light Size & Leading: 48 / 48pt Letter Spacing: -20 Caps: ALL CAPS Color: Spruce Alternative: Lora
Subheadings are Tiempos Headline Regular Italic
03
Tiempos Headline Regular Italic Size & Leading: 18 / 22pt Letter Spacing: 0 Caps: Sentence case Color: Spruce
Tiempos Text Regular is used for paragraph text. Lorem ipsum
Alternative: Lora
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut.
04
Tiempos Text Regular Size & Leading: 9 / 15.5pt
Application
05
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut.
Letter Spacing: 0 Caps: Sentence case Color: Forest Alternative: Lora 05
Marlide Regular Size & Leading: 20 / 20pt Letter Spacing: 0 Caps: Sentence case Color: Spruce Alternative: Lora
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E V E R G R E E N : T E X T U R E S & P H OTO S
Textured backgrounds & photo treatments. BEST PRACTICES •
Use high contrast black & white photography to create a focused, minimalistic feel.
•
Color photography is appropriate to pair with future-oriented messaging.
•
Use people-centric photos to highlight connection and community.
•
Use textured backgrounds or a subtle grain effect to create a sense of warmth and welcome.
Application
EVERGREEN ASSETS
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©2021 The Grove Church. All Rights Reserved. Brand & Layout Design by Honeystreet 44