Catholic Counselors Branding Guide

BRANDING GUIDE

CATHOLIC COUNSELORS As it enters its 20th anniversary celebration, Catholic Counselors is pleased to welcome a new brand identity befitting its holy mission and holistic approach.

Whether you want to create a more intimate and godly marriage, celebrate a more faithful and fulfilling family life, or discover the path to a more grace-filled personal life, Catholic Counselors can help strengthen and support you on your spiritual and emotional journey!

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Designed by artist and licensed counselor Jacob Popcak, this brand aims to capture the helpful and hopeful spirit of Catholic Counselors for another 20 years and beyond!

DEEPER MEANING The logo for Catholic Counselors combines two symbols to create one unified mark: the rising sun and the silhouettes of Jesus with Simon of Cyrene.

The sun, depicted as cresting over the horizon, gives the impression of hope. No matter how dark the night may seem, the sun will always rise.

This message of hope is central to the mission of Catholic Counselors.

The religious imagery is inspired by the Chapel of Simon of Cyrene on the Via Dolorosa. The presence of these figures represent not only our faith-filled orientation, but also the manner by which we serve our clients: by helping them carry their crosses, one step at a time, towards the hope and wholeness that Christ promises.

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MINIMUM SIZE: 1”

PROSOCIAL BEHAVIORS The logo is available in three versions: the primary with logotype (top left), the white with logotype (center left) and the gold without logo type (bottom left). Priority should be given to the primary. The white can be used in sub-dominant areas where the gold color would otherwise clash with surrounding design elements.

The version without logotype should be used only when the name of the company is close enough to the logo placement to risk redundancy.

The logo’s minimum size is 1”, and the logo should be given a minimum margin from other content with at least half its length horizontally and its full height vertically.

TOXIC BEHAVIORS To insure the consistency and integrity of the logo, effort should be made to avoid altering it in any way. Under no circumstance should the logo have its color changed, nor should it be paired with effects like drop shadow, glows, or texturing. It should not be adjusted from its horizontal orientation and its dimensions should not be squashed or stretched. Finally, the logotype shouldn’t be adjusted, either for content or style.

For the sake of simplicity, use only the logo in its three permitted variations as detailed on page 6.

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Catholic Counselors

CATHOLIC COUNSELORS

SENSING A PATTERN The central pattern and associated illustrative details (as seen left and marking the page number, respectively) hint at the psychological as well as the religious. Although the sun at the center of the pattern is clearly drawn from the logo, it is surrounded by polygons representing the cellular structure of serotonin, the “happiness� neurotransmitter. We also see that the sun is fully risen, representing the completion of the therapeutic process.

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The patterns can be used in their gold and teal variations (seen here as well as at the opening of this guide) between or next to solid colors as a visual break.

COLOR PSYCHOLOGY The brand’s primary colors are gold (#ccac24) and teal (#336766). Classic black and white are also available in limited amounts and for text.

Gold raises connotations of happiness and enthusiasm for the future, while avoiding the sometimes deceitful inferences of pure yellow. It also implies a elegance and therefore a high quality product or service.

Teal, a warm combination of blue and green, incorporates the refreshing and calming elements of both colors.

When possible, colors should be offset by some earthy texture (like parchment), in accordance with the guidelines established on page 14.

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HEX: #336766 RGB: 51, 103, 102 CMYK: 91, 33, 53, 27

HEX: #ccac24 RGB: 204, 172, 36 CMYK: 16, 29, 100, 4

VISUALIZE IT Although priority should be given to original photography whenever possible, both original and stock images should appear as candid or organic as possible. The Catholic Counselors brand is one defined by relationship, so depicting these scenes in an organic, holistic way is paramount. When possible, photos utilizing the brand’s color palette of teal and gold should also be chosen.

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Adding to the organic and holistic “vibe” of the brand are subtle textures like the “parchment” used throughout this guide. The modernist logo of Catholic Counselors is offset by earthy tones and textures which give a feeling of authenticity, of connecting with something older, wiser and more genuine.

PERSONALITY TYPE The logotype, L1, and L2 are Rounded Elegance.

Designed by Genumano, this type is based on sources "Giorgio", "Abeat By Ky" and "Ukiji". It’s purpose was to be a font with no burrs and with rounded and smooth contours.

L3, L4, and L5, used for isolated quotes, body copy, and footnotes respectively, are Futura.

Futura is a geometric sans-serif typeface designed by Paul Renner and released in 1927.

It is based on geometric shapes, especially the circle, similar in spirit to the Bauhaus design style of the period. Futura has an appearance of efficiency and forwardness. Its design avoids the decorative, eliminating nonessential elements, but makes subtle departures from pure geometric designs that allow the letterforms to seem both clean and balanced.

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I’M ROUNDED ELEGANCE AT L1 (36 PX) REGULAR. USE ME FOR HEADINGS. I’M ROUNDED ELEGANCE AT L2 (18PX), REGULAR. USE ME FOR SUBHEADINGS. I’m Futura PT at L3 (14px), medium oblique. Use me for brief, isolated quotes and sentiments.

I’m Futura PT at L4 (12px), book. Use me for body copy on web and in print.

I’m Futura PT at L5 (12px), book oblique. Use me for captions and footnotes.

JacobPopcak.com