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Š Urban Grace 2012 All rights reserved. 54 South Division Grand Rapids, MI 49504 urbangrace.org Designed by Kate Dupon Photography by Kate Dupon and Mark L Edwards


Urban Grace Brand Manual


CONTENTS BRAND SUMMARY������������������������������������������7–9 VISUAL ELEMENTS���������������������������������������� 11–21 Signature����������������������������������������������������������12–17 Color palette�����������������������������������������������������18 Typography�������������������������������������������������������19 Imagery������������������������������������������������������������ 20–21 APPLICATIONS������������������������������������������������23–61 Identity system������������������������������������������������� 24–27 Printed pieces�������������������������������������������������� 28–41 Environmental��������������������������������������������������� 42–49 Digital���������������������������������������������������������������50–61 STRUCTURAL ELEMENTS������������������������������� 63–67 File naming������������������������������������������������������� 64–65 Grids���������������������������������������������������������������� 66–67 BRAND PROCESS������������������������������������������� 69–89 Mood boards����������������������������������������������������70–71 Target audiences���������������������������������������������� 72–73 Identity naming������������������������������������������������� 74–77 Identity sketches����������������������������������������������� 78–81 Identity iterations���������������������������������������������� 82–85 Digital sketches������������������������������������������������ 86–87 Digital planning������������������������������������������������� 88–89

“I am loved, that’s all I need to know.”  — Urban Grace neighbor Sam Nathan


URBAN GRACE  BRAND GUIDELINES


Brand Summary

“This is the place where I can get the love I deserve, but have never received.”  — Urban Grace neighbor Dominic Toll CATEGORY  7


WHO WE ARE

OUR MISSION

We are God’s people. Our purpose is to help homeless and

Be the beacon of hope to those neighbors in need of

poverty stricken people build their lives back up physically,

spiritual, emotional, and physical support. We yearn to

emotionally, and spiritually. Unity is important to us, we

end poverty in the Grand Rapids community. Our goal

are all living and learning together.

as a ministry is to offer everyone the same opportunities

For over twenty–seven years, Urban Grace has worked

and give all we can to help our neighbors get their lives

to enrich and empower the people living in the shadow of downtown Grand Rapids, Michigan’s second largest city. Urban Grace neighbors are usually homeless, with little or no income, struggling with mental and physical disabilities or addiction. Poor in the things of this world but rich in the things of the spirit, they are brimming with talent, resolute in their faith—hopeful, caring, and deeply committed to the community they have found with their fellow neighbors. This ministry, with its many volunteers, donors and staff, has worked tirelessly to meet the unmet needs of the neighbors with spiritual, emotional, and practical help through programs and direct service, as well as by steadfast advocacy for responsible social and economic

moving in a positive direction. Counseling services, job resources, artistic outlets, and devotionals allow us to be able to enhance the lives of our neighbors. We believe in community and equality, we are striving to create a neighborhood where everyone looks out for one another and becomes a family. By raising poverty awareness in the community we can come together and make a difference in people’s lives. OUR VALUES “Love thy neighbor as thyself” A community environment is created where everyone is treated equally with compassion. “Thou shall not perish, but have ever lasting life.”

change and expanded access to basic human services.

God’s word is offered to everyone who enters the ministry,

At Urban Grace, our job is to approach each neighbor as

giving them a hope for a new life.

an individual, understanding their multiple vulnerabilities

“It is more blessed to give than to receive.”

and helping them move forward with their lives, while we

Meeting the physical, emotional, and spiritual needs

advocate for them to receive the support they need and

of neighbors without worrying about what we will gain.

deserve. The high levels of mental illness also must be address, our neighbors must be given the help that they need. We cannot expect to end homelessness unless we can also end mental illness. We cannot serve the easily managed majority and declare victory while overlooking those unfortunate people with three or five or even seven strikes against them. We are all worthy.

URBAN GRACE  BRAND GUIDELINES

WHO WE SERVE Homeless and poverty stricken individuals are the primary users of the ministry, some have mental illnesses or are substance addicts, while others are victims to housing eviction or foreclosure. Urban Grace opens its’ doors to anyone who is in need, offering new hope.


WHAT WE DO Urban Grace offers a wide variety of services for those

Urban Grace offers an attorney service which gives

in need. Church services are held to spread the love of

neighbors free council and helps to ease the stress

God throughout the community. Worship services and

of lawyer expenses.

devotional times are used to instill hope for the future in

Counseling is available in a variety of forms such as;

the neighbors. Urban Grace offers services for neighbors

alcohol anonymous, narcotics anonymous, men’s and

to receive identification so that they can try and find jobs,

women’s empowerment. Counseling is free and offers the

apply for health care and look for affordable housing.

help that many neighbors would never be able to receive

Education is the foundation for a better life. Tutoring is

or afford on their own.

available, which helps neighbors work towards earning

Job resources are made accessible for neighbors, such

their GEDs, receiving a GED helps the neighbors have

things as: resume builders, business card templates, how

a chance at getting a job and applying for college.

to dress tips and practice interview sessions. Neighbors

An art studio and gallery are an extension of Urban Grace,

have staff available to them throughout the week to help

supplying neighbors with creative outlets which become

them create positive resumes, prepare for interviews, and

therapeutic and help the neighbors have something to be

offer moral support.

dedicated to and builds a sense of accomplishment within

For people who are not in need of the services Urban

each neighbor. The art studio offers pottery and ceramic

Grace provides but want to experience what it would be

classes, the medium allows neighbors to be expressive

like to be in a neighbor’s shoes there is a program called

and try new challenges.

Urban Plunge. Urban Plunge gives visitors the opportunity

A computer center is available which teaches neighbors

to enter into a day in the life of a neighbor. All visitors are

the basics of computer programs and gives them the tools

given a tour, allowed to talk to current neighbors, allowed

they may need within a job setting. Since we live in the

chances to enter into support groups and opportunities

age of technology the computer center helps neighbors

to visit the worship services. Urban Plunge gives visitors

get into modern times, enhancing their skills sets when

the opportunity to reflect on their current and future lives

applying for jobs.

and also see how their donations are used to support the

Writer’s circle is for the neighbors which offers time for

Urban Grace neighbors.

neighbors to creatively tell their stories and listen to the stories of others. Education level from grade school to high school level is offered. The writer’s circle helps to build literacy in the neighborhood and ultimately helps to raise the intellectual level of the neighbors.

BRAND SUMMARY  9


URBAN GRACE  BRAND GUIDELINES


Visual Elements

“I now have a place to call my home, with friends and family.”  — Urban Grace neighbor Geoffrey Jackson CATEGORY  11


PRIMARY MARK The Urban Grace logo represents our unity as one, with no divisions between neighbors and staff. We are all worthy of God’s grace and his ultimate sacrifice, the crucifixion of his son. The sacrifice is represented through the thorns which create an abstract shape within the circle. The primary mark should always be the first choice when applying the logo.

URBAN GRACE

URBAN GRACE  BRAND GUIDELINES


SECONDARY MARK AND TAGLINES The secondary mark is used in horizontal instances where the primary does not lend itself to the particular application. If a tagline is used it is to be placed below the icon the primary typography, ITC Cheltenham Light, is to be used and remain is normal caps.

URBAN GRACE

We are all worthy. URBAN GRACE

VISUAL ELEMENTS  13


CLEAR SPACE The space surrounding the Urban Grace mark should always be used to ensure that the logo is being used properly, is easily identifiable and is legible wherever it appears. Clear space is the minimum amount of clearance maintained around the logo. The clear space should be considered so that the mark does not lose it’s integrity. No text, graphic, or image should ever intrude upon the clear space.

X = RADIUS OF THE ICON

X

SIGNATURE HEIGHT

X

URBAN GRACE X

SIGNATURE WIDTH

URBAN GRACE  BRAND GUIDELINES

X


SCALING AND MINIMUM SIZE The EPS signature files may be scaled to any size necessary for the specific application. However the minimum size must be considered, the minimum size is .05 inches high, including clear space, for the preferred signature. Always maintain the signature’s aspect ratio when scaling.

MINIMUM HEIGHT

URBAN GRACE

URBAN GRACE

VISUAL ELEMENTS  15


SIGNATURE ON BACKGROUNDS The signature should always be placed on backgrounds that meet image standards. The icon’s thorns become transparent so that the image shows through the icon. The transparency should reveal the background while maintaining legibility. Whenever the signature is used on top of an image or solid color the pure white mark should be used. The signature should be orientated in the lower corner of the image or solid background.

URBAN GRACE  BRAND GUIDELINES


SIGNATURE DON’TS To ensure the quantity of the signature the standards should always be followed. Do not alter the logo in any inappropriate ways.

Do not rotate the signature.

GRA N A URB Do not change the typography.

urban grace

Do not outline the signature.

Do not use thorns a part from the circle icon.

Do not use a color not specified in the palette.

CE URBAN GRACE

Do not add special effects, such as a drop shadow.

URBAN GRACE

Do not stretch the logo

URBAN GRACE

URBAN GRACE

Do not change the position of the icon.

URBAN GRACE Do not use multiple colors within the typography.

URBAN GRACE

VISUAL ELEMENTS  17


PRIMARY AND SECONDARY COLOR PALETTE The Urban Grace color palette is made up of Grace Fuchsia, Calm Gray and Pure White as the primary colors. The secondary colors may be used to bring additional color to the page or create a more dynamic design. The colors suggest a warm and inviting tone.

URBAN GRACE  BRAND GUIDELINES

GRACE FUCHSIA

CALM GRAY

PURE WHITE

PANTONE 690

PANTONE 425

CMYK  00 00 00 00

CMYK  00 97 00 59

CMYK  00 00 00 77

RGB  255 255 255

RGB  125 00 73

RGB  95 96 98

HEX  FFFFFF

HEX  7D0049

HEX  3B3B3B

INVITING BLUE

WARMING YELLOW

NURTURING GREEN

PANTONE 7470

PANTONE 114

PANTONE 7495

CMYK  80 15 00 45

CMYK  00 08 73 00

CMYK  25 00 80 30

RGB  00 105 144

RGB  255 227 99

RGB  148 165 69

HEX  006990

HEX  FFE363

HEX  94A545


PRIMARY AND SECONDARY TYPOGRAPHY

PRIMARY TYPEFACE

The primary typeface for Urban Grace is ITC Cheltenham.

ITC Cheltenham Light

The use of a serif typeface creates a feeling of personality and warmth within the type. The primary typeface should be used within the signature and for both print and digital application headlines. The primary typeface should not be used within body copy. The secondary typeface is Trade Gothic which matches the characteristics of the primary type. The secondary type should be used for body copy and general usages. To purchase the primary or secondary fonts for any Urban

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&

ITC Cheltenham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&

Grace use, a license can be purchased from:

ITC CHELTENHAM LIGHT ALL CAPS

(http://www.adobe.com/store)

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&

SECONDARY TYPEFACE

Trade Gothic Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&

Trade Gothic Bold No. 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&

TRADE GOTHIC LIGHT ALL CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&

VISUAL ELEMENTS  19


IMAGERY SUBJECT MATTER AND STYLE The subject matter of Urban Grace imagery should be real neighbors of the ministry. The photos should invoke an emotional response from the viewers. The neighbors within the imagery should be looking into or towards the direction of the camera. The imagery needs to create a connection between the subject matter and the viewer. All images, with the exception of the Urban Grace artwork images, must be in gray scale with high amounts of contrast. Imagery of neighbors should show them in their natural environment, a place that is comfortable and familiar to the neighbor. When using imagery from the Urban Grace Gallery, the images should be in color to show the aspects of the art. The art should not be shot straight on but instead use interesting angles to create a more interesting view.

URBAN GRACE  BRAND GUIDELINES


VISUAL ELEMENTS  21


URBAN GRACE  BRAND GUIDELINES


Brand Applications

“I’m not scared for our future anymore. I know that God has a plan for us, Urban Grace is a part of it.”  — Urban Grace neighbor Joy Davis


IDENTITY SYSTEM LETTERHEAD The icon must begin the letter and remains in the fixed location with 1.75 inch margins. The bottom of the letter should contain Urban Grace, the address, phone number, and website address. PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 24lb Writing U.S. LETTER SIZE 8.5” X 11” The margins should be set to .75 inches with a document bleed of .25 inches.

Mr. John Smith,

We would like to share a little information about our ministry and mission for your knowledge. Urban Grace is located in the heart of Grand Rapids on 54 S. Division. The sole purpose of the Urban Grace is to help homeless and poverty stricken people build their lives back up through offering grace and kindness. Urban Grace finds a need in a neighbor and fills the need through showing love and compassion. Urban Grace really stresses the importance of their clients being called neighbors and creating a sense of community. The staff treats every neighbor with respect and puts themselves on the same level as the neighbors to create a sense of equality throughout the organization. Urban Grace offers a wide variety of services for those in need. They offer church services to spread the love of God throughout the community. They use worship services and devotional times to instill hope for the future in their neighbors. Urban Grace offers services to get neighbors identification so that they can try and find jobs, apply for health care and look for affordable housing. Tutoring is also available at Urban Grace, which helps neighbors work towards earning their GEDs, receiving a GED helps the neighbors have a chance at getting a job and apply for college.

Best Regards,

Jane John son Jane Johnson Volunteer Coordinator

URBAN GRACE  54 S. DIVISION, GRAND RAPIDS, MI 49504  |  616 555 5555  |  URBANGRACE.COM

URBAN GRACE  BRAND GUIDELINES


IDENTITY SYSTEM BUSINESS CARDS The start of the information on the back of the business card is indicated by the placement of the icon. The amount of information shown on the card may vary but the staff member or neighbor’s name, position and phone number must remain on the card. The front of the card contains the reversed out mark on a solid fuchsia background.

Jane Johnson Volunteer Coordinator 54 S. Division Grand Rapids, MI 49504

URBAN GRACE

616 555 7211 Ext. 111 616 555 7212 johnsonj@urbangrace.org

PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 130 Cover BUSINESS CARD 3” X 2.5” The margins should be set to .25 inches with a document bleed of .15 inches.

Urban Grace 54 S. Division Grand Rapids, MI 49504 616 555 7211 616 555 7212 grace@urbangrace.org

URBAN GRACE

APPLICATIONS  25


IDENTITY SYSTEM #10 ENVELOPE The front of the #10 envelope contains the primary mark along with the return address for Urban Grace. The back

URBAN GRACE

of the #10 envelope contains a Grace Fuchsia flap with

54 South Division

the icon. PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 24lb Writing #10 Envelope

URBAN GRACE  BRAND GUIDELINES

Grand Rapids, MI 49504


IDENTITY SYSTEM CATALOG ENVELOPE The front of the catalog envelope contains the primary mark along with the return address for Urban Grace. The

URBAN GRACE 54 South Division Grand Rapids, MI 49504

back of the catalog envelope contains a Grace Fuchsia flap with the icon. PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 24lb Writing 9 x 12” Catalog Envelope

APPLICATIONS  27


BIBLICAL VERSE CARDS Cards with some of the core biblical phrases are printed and distributed to neighbors so that they can take the word of the Lord with them wherever they go. The front of the card contains the verse, while the back of the card has a gray scale image of nature scenes. PAPER SPECIFICATIONS

The LORD is my rock, my fortress and my deliverer; my God is my rock, in whom I take refuge. He is my shield and the horn of my salvation, my stronghold. —Psalm 18:2

Strathmore Writing and Script 100% Cotton Ultimate White Wove 130 Cover Jesus answered her, ‘Anyone who drinks this water will be thirsty again. But anyone who drinks the water that I will give him will never be thirsty. The water I give him will become a well inside of him that will never be dry. It will give him life for ever.’ — John 4:12-13

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  29


BIBLICAL BOOKMARKS Bookmarks with some of the core biblical phrases are printed and distributed to neighbors so that they can take the word of the Lord with them while reading their bibles or doing their devotionals. The front of the card contains a verse, while the back of the card has a gray scale image of nature scenes. PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 130 Cover

Jesus answered her, ‘Anyone who drinks this water will be thirsty again. But anyone who drinks the water that I will give him will never be thirsty. The water I give him will become a well inside of him that will never be dry. It will give him life for ever.’ — John 4:12-13

URBAN GRACE

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  31


SERVICE BULLETIN The bulletin would be used with church services as a

Urban Grace SchedUle oF evenTS For The Week oF noveMber 6 – 12 Sunday:

guide for neighbors to see what’s happening the church community and what the order of events is for the service. The front of the service bulletin can be a nature or artwork

Monday:

happenings with neighbors.

Computer Resource Center 9:00 am – 3:30 pm Painting and Drawing Class 11:00 am – 1:00 pm

Prayer Chain 6:00 – 7:00 pm

Pottery Studio 1:00 – 3:30 pm

Thursday:

10:00 – 11:00 am

Housing Assessment Program 9:00 – 11:30 am

Painting and Drawing Class 11:00 am – 1:00 pm

Art Studio and Gallery Open 9:00 am – 3:30 pm

Narcotics Anonymous 5:30 – 7:30 pm

Small Group Devotions 9:30 – 10:30 am Pottery Studio 1:00 – 3:30 pm Friday:

Small Group Counseling 9:00 – 10:30 am

Housing Assessment Program 9:00 – 11:30 am

Housing Assessment Program 9:00 – 11:30 am

Art Studio and Gallery Open 9:00 am – 3:30 pm

Art Studio and Gallery Open 9:00 am – 3:30 pm

Small Group Devotions 9:30 – 10:30 am

Painting and Drawing Class 11:00 am – 1:00 pm Pottery Studio 1:00 – 3:30 pm

Jewerly Making Class 11:00 am – 1:00 pm Pottery Studio 1:00 – 3:30 pm

PAPER SPECIFICATIONS

Narcotics Anonymous 5:30 – 7:30 pm

Art Studio and Gallery Open 9:00 am – 3:30 pm

Adult Education 1:30 – 3:30 pm

Tuesday:

Art Studio and Gallery Open 9:00 am – 3:30 pm

Neighbor Lunch 12:30 pm

Pottery Studio 1:00 – 3:30 pm

bar. The back of the service bulletin contains the weekly the bulletin provides information on current classes or

Wednesday:

Worship Service 11:30 am – 12:30 pm

Free Legal Advice

in gray scale, with the sermon title and date within the blue schedule which would be updated weekly. The inside of

Worship Service 9:30 – 10:30 am

Saturday:

Gallery Closed

Alcoholics Anonymous 5:30 – 7:30 pm

Strathmore Writing and Script 54 South Division, Grand Rapids, MI 49503 urbangrace.org grace@urbangrace.org 616 555 7211

100% Cotton Ultimate White Wove

Weekly Bulletin

24lb Writing BROCHURE 7” X 8.5” The margins should be set to .75 inches with a document bleed of .25 inches.

The Urban Grace bulletin is your way to connect at Urban Grace. read up-to-date information about what’s happening at Urban Grace, see who is in need, and what events are happening this week. if you would like more information about the Urban Grace ministry please contact helen Walker at 616 555 7211 ext. 112.

Urban Grace Success Story: William carson

Pray For neiGhborS in need

hoMeboUnd neiGhbor

Molly Geister, Martin Flack, Dontae DenBoer, Jeremy Graves, Marshall Smith, lily All, Bethany Jacobs, tim Oberle, Brenda Allen, kara nabkey The Urban Grace staff meets to pray for those in need on Sunday nights at 6:00 pm. If you would like to join the staff in prayer or you have a specific prayer request please stop by into the sanctuary or contact Cheryl Mohr at ext. 555.

neiGhborS Give ThankS Thank you to everyone for their prayers and words of encouragement during this sad part of my life. The passing of my dear friend Patty Benham has been extremely difficult, but the love from my neighbors has eased my grieving. Forever grateful, Rachel Wenzel I wanted to express my great thankfulness for Paster Jim Jacobson’s visit while I was at Blodgett hospital for nearly three weeks. Pastor’s words of healing and his prayer helped me stay positive and focused on the Lord in my time of need. I appreciate also that he visited me everyday. Thank you, I feel so blessed and fortunate to call Urban Grace my home. thanks, Jenn Anderson

Patty benham went home to be with the lord on Thursday, november 3. We miss and love our neighbor, but we rejoice that Patty is now at peace with the Father. Please join us for a memorial ceramony on Tuesday, november 8 at 10:00 am in the Urban Grace sanctuary.

URBAN GRACE  BRAND GUIDELINES

I want to offer my deepest thanks to Urban Grace. I am currently enrolled in the job resource center and the changes I have been able to make have helped me greatly in my new life. love and thanks, Rebecca White Thank you for the opportunity to show my work in the gallery this month. I have not had something to work towards and be proud of in a long time, so this gallery showing really boosted my self-confidence. Deepest thanks, Mark Sanchezt

alcoholicS anonyMoUS Men and women are invited to share their experiences, strength and hope with each other so that they may solve their common problem and help others to recover from alcoholism. The only requirement for membership is a desire to stop drinking. Our primary purpose is to stay sober and help other alcoholics to achieve sobriety. Meetings are held Tuesdays at 5:30 pm in room 212. For more information on meetings, please contact the ministry at 616 555 7211.

neW liFe devoTional claSS Paster Jim Carlson is now leading a devotional class that goes through the steps to a new life. The devotional class will be held on Tuesdays and Thursdays at 10:30 am in the prayer room. Please bring a bible along to the class.

adUlT edUcaTion and TUTorinG The Adult Education Program at Urban Grace offers tutoring for neighbors whose science, social studies, reading, writing and mathematics and/or knowledge range from minimal to that of High School level. We work to bring neighbor’s proficiencies to that of a high school graduate.

FondneSS oF FelloWShiP devoTional “So, being affectionately desirous of you, we were ready to share with you not only the gospel of God but also our own selves, because you had become very dear to us.” — 1 thessalonians 2:8 The kinship we experience with our fellow heirs in christ is more deeply rooted than any physical blood line or familial tie. When God saves an individual he literally exchanges their dead “heart of stone” for a living “heart of flesh”. With this exchange comes transformation! our greatest desires begin to conform to God’s desires, and ultimately, we want God’s will more than anything else. This change occurs at the core of who we are, it’s a central shift in identity. our newfound identity rests in what Jesus has accomplished and won, in his victory, not in any of our own. We delight in worshipping Jesus in all that we do, and we aspire to walk as he walked. While we will never be perfect on this earth we still share that foundational unity with other believers that is only found in christ. When you gather with your brothers and sisters, dwell upon the things of life with them, and reflect upon how God’s truth and reality can be witnessed everyday.

If you are interested in the Adult Education program or tutoring please contact Urban Grace at 616 555 7211

Try The PoTTery ProGraM The pottery program introduces clay, into the ministry’s already expansive array of expressive and therapeutic mediums/forms available to Urban Grace neighbors. Through the guidance of staff as well as their own peers, artists learn the essentials of working with clay—throwing, glazing, staining, firing, etc. Artists are encouraged to be persistent and gentle in working with the often-temperamental medium. You are welcomed to visit the studio: whether to create, observe & learn from artists at work or foster a new relationship. If you are interested in purchasing a piece of pottery, they are available for sale in the main gallery area. For more information, please contact the Arts Director, Sarah Scott at 616 555 7212.

Bertha Zane’s pottery is now on display in the Urban Grace Gallery, make sure you stop in and take a look.


APPLICATIONS  33


SUCCESS STORIES Neighbors are featured in success stories, which tell the neighbor’s story in their own words. The cover will always be a close up of the neighbor’s face invoking emotional quality. The back of the brochure will remain constant and

urbAn grAce Art gAllery For more than thirteen years, the Arts Program at Urban Grace has existed as a safe and catalyzing environment for the expression of the emotions, ideas, creativity and spirituality of our neighbors. The program space exists as both a studio and a gallery; the large storefront windows, high ceilings and supportive atmosphere makes for a setting that is especially conducive to artistic endeavor.

does not need to be changed from story to story. Inside

If you are interested in making an appointment during non-gallery hours, please contact Sarah Scott (the arts coordinator) at (616) 555-7211 ext. 103.

the brochure there should be a quick summary written on

Art ProgrAm oPPortunities

the top to introduce the viewer to what they are reading. Photos that relate to the neighbor’s story must be included and pull quotes are encouraged. The side fuchsia panel is perforated so that the viewer may remove the information and take it with them. The panel information includes Urban Grace Programs and a schedule of weekly events.

William Carson has a neW hope and home “I was broken and beat down, sleeping in doorways and under bridges. I didn’t know what the plan was for my life until I found Urban Grace. I know now that I have a new strength within me.”

Pottery and sculpture Clay is introduced to the neighbors. Through the guidance of staff as well as their own peers, artists learn the essentials of working with clay—throwing, glazing, staining, firing, etc. Neighbors are taught and encouraged to be persistent and gentle when working with the often-temperamental medium. Painting and drawing Abstract and realist painting instruction is offered to neighbors. Neighbors are encouraged to have use free expression and every piece of artwork ends up on display with the Urban Grace gallery. Jewerly making Neighbors are given the tools to create their own jewerly which they can keep for personal use or sell within the Urban Grace gallery.

54 South Division, Grand Rapids, MI 49503 urbangrace.org grace@urbangrace.org 616 555 7211

PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 24lb Writing BROCHURE 7” X 8”

William carson has been a neighbor of urban grace for the past nine years. We have grown to love and embrace him and he has changed our lives for the better. As we make this journey through life together we are proud to call William a friend and more importantly a family member. read William’s story told in his own words and make sure to stop by the urban grace studio to view his artwork.

The margins should be set to .75 inches with a document bleed of .25 inches.

my nAme is WilliAm cArson I have been homeless for twelve years. I use to be woodworker at Israel’s making furniture, but I was laid off in 1999. Six months later I was still jobless and my beloved wife of thirty seven years passed away. I snapped, my life was going down hill and I turned to alcohol as the answer.

my liFe’s doWnFAll Alcohol calmed all my senses, or so I thought, but what it really did was cause me to not care about anything or anyone in my life. I started to become aggressive and cruel to my family, which caused me to eventually isolate myself. I will never forget the day that my daughter looked me in the eye and said, “I don’t know who you are anymore. I don’t want to see you again.” No father wants to hear that from their daughter, ever. This was the little girl who use to run to me everyday when arrived home screaming in happy glee, “Daddy, Daddy!” In my drunken depression I didn’t realize what I was losing. My heart breaks when I think of her face and the fact that she felt so betrayed. I was selfish and in a dark place I can’t believe I treated my daughter that way.

William carson and his daughters during a summer family vacation in 1968.

URBAN GRACE  BRAND GUIDELINES

My home was foreclosed and with no where to go I turned to the streets. I was broken and beat down, sleeping in doorways and under bridges. I didn’t know what the plan was for my life until I found Urban Grace.

hoW grAce chAnged me The changes in my life that have happened since I arrived at Urban Grace have been vast. I began to attend Alcoholics Anonymous for treatment for the disease that gripped my life for so many years. The attention I have received has been friendly and open. The staff of Urban Grace really cares about me, I’m not just another face. I have also discovered my love for art through the Urban Grace Studio. Art has become an outlet for me to express my pain and my past. I am free to do whatever I want and develop new meanings for myself. I also have been exploring painting, a medium which is experimental for me. The gallery showings give me something to look forward to, I have something to step back and become proud. The job resource center gives me the opportunity to refine my resume and learn how to market myself. I have interviewed with several companies which I could never have done without the help of Urban Grace. I have goals for my life which I know are possible. I want to get a job and be able to purchase a new home. Urban Grace has shown me the importance of forgiveness and love, which I want to receive from my children. I know they are disgusted with my old self and I want to show them that I have changed. I don’t want my children to remember me as the abusive, angry drunk father. I want to be remembered as the loving, caring father.

“i didn’t knoW WhAt the PlAn WAs For my liFe until i Found urbAn grAce.”

I can never say thank you enough to Urban Grace. They have changed my life for the better and when I think about where I could be now it’s hard to stomach. Many of the “friends” I made while living on the streets are still there, hopeless and miserable. These “friends” never cared about me they just cared about taking care of themselves. They are too stuck in their selfish ways, thinking about how to get their next drink instead of focusing on how to better their lives.

Urban Graces cares about my success and how to increase the quality of my life. I think of how I could still be with these “friends” on the street, and it breaks my heart. My life would still be in shambles; I would still be lonely and depressed. Fortunately I now have Urban Grace. My hope is that everyone finds their own Urban Grace, a place to gain encouragement and shelter.

Art ProgrAm schedule monday:

Art Studio and Gallery Open 9:00 am – 3:30 pm Painting and Drawing Class 11:00 am – 1:00 pm Pottery Studio 1:00 – 3:30 pm

tuesday:

Art Studio and Gallery Open 9:00 am – 3:30 pm Jewerly Making Class 11:00 am – 1:00 pm

William carson’s artwork ranges from simple line drawings to abstract paintings. the urban grace studio, which is open to the public is proud to display William’s and other neighbors artwork.

Pottery Studio 1:00 – 3:30 pm Wednesday:

Art Studio and Gallery Open 9:00 am – 3:30 pm Painting and Drawing Class 11:00 am – 1:00 pm Pottery Studio 1:00 – 3:30 pm

thursday:

Art Studio and Gallery Open 9:00 am – 3:30 pm Pottery Studio 1:00 – 3:30 pm

Friday:

Art Studio and Gallery Open 9:00 am – 3:30 pm Painting and Drawing Class 11:00 am – 1:00 pm Pottery Studio 1:00 – 3:30 pm

saturday:

Gallery Closed


APPLICATIONS  35


MAILER POSTCARD Mailer may be used to bring awareness to the community

URBAN GRACE

about ministry happenings or poverty statistics. The mailer

54 South Division Grand Rapids, MI 49503

should be four pages with a wafer seal to allow for easy mailing. The front of the mailer should use the emotional gray scale imagery to draw attention to the piece. The Mr. and Mrs. david HolMes

inside of the mailer should include valuable information

24.7 percent of the Grand rapids population is living below the poverty line.

1234 North Woodward Dr NE Grand Rapids, MI 49505

and information graphics. PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 24lb Writing MAILER 6” X 4” The margins should be set to .05 inches with a document bleed of .25 inches.

How can we end poverty? Grand Rapids and the surrounding area now lead the nation in the percentage growth in poverty from 2000 to 2011. According to a recent conducted study the percentage of poverty in Grand Rapids grew from 15.8 percent in 2000 to 24.7 percent in 2011. The suburbs, surrounding the city, grew from 6.3 percent to 11.2 percent in the poverty rate. This rise in the poverty rate has left thousands struggling to survive. The findings by the Brookings Institution point to continued strain on the region’s social safety net, as poverty pushes out from metropolitan core to areas which are unaccustomed to dealing with hunger and unemployment. The shock of suddenly being thrown into a poverty lifestyle becomes overwhelming for most neighbors. Urban Grace is readily available for poverty stricken neighbors to find a place of refuge.

How can we Help our neigHbors? Grand rapids poverty percentaGe

24.7%

15.8% 11.2%

2000 2011 Metropolitan

URBAN GRACE  BRAND GUIDELINES

suburbia

Urban Grace offers neighbors the tools they need to realize their bad habits and begin to change them. Education classes and job resources are made available so that neighbors can begin to better themselves in a professional light. Once neighbors feel confident in their own abilities it is much easier for them to go out into the world and interview for jobs that can help them build their financial stability. Our goal is to help as many neighbors get back on their feet and evenutally be able to support themselves.

“you can be a part of tHe cHanges tHat needs to Happen.”

6.3%

The response from this drastic increase in the poverty rates has increased the amount of service that local ministries give out. Urban Grace served nearly 22,000 people in 2009, compared to 18,450 in 2005. This increase of people in need means that a change needs to be made.

Every day Urban Grace offers its doors to those in need, offering a place to become physically, emotionally, and spiritually renewed. Urban Grace offers basic needs of food, shelter, and comfort to those in need. Emotional needs are met through the ministry’s counseling sessions. Urban Grace recognizes that the first step to rebuilding a life is to acknowledge that a change needs to happen within the person’s lifestyle. Once the recognization is discovered the person can begin to rebuild.

neiGHBors served at UrBan Grace 22,000 18,450

2005

2009

You can be a part of the change that needs to happen. Even if all you have to offer is prayer for neighbors you will be helping to make a difference. If you would like to make a donation please visit our website at www.urbangrace.com/involved/donate or if you may mail a donation to 54 South Division, Grand Rapids, MI 49504. *Information received from Ted Roelofs | The Grand Rapids Press


APPLICATIONS  37


THANK YOU POSTCARD Thank you cards are mailed after a donation is received or a person has volunteered at the ministry. The front of the card is a enlarged and cropped view of a neighbor invoking an emotional response. The back of the postcard will have a standard message of you have made a difference, but the thank you message is to be written by the neighbor who appears on the front of the card. The personal thank you let’s donors and volunteers know that they really are making a difference in neighbor’s lives. PAPER SPECIFICATIONS Strathmore Writing and Script 100% Cotton Ultimate White Wove 130 Cover POSTCARD 6” X 4” The margins should be set to .05 inches with a document bleed of .25 inches.

YOU HAVE MADE A DIFFERENCE We appreciate the support you have offered the Urban Grace Ministry. Your gift will help to better the lives of our neighbors.

Mr. and Mrs. Aaron Fincher 1234 Buringham Dr. NW Grand Rapids, MI 49504

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  39


POSTER SERIES A poster series should be created to accompany the success stories brochures. The image on the posters should be a close up of a neighbor, with the headline

Karen parKs is beComing neW “The past dwells within me as it does in all

resting the in the negative space of the photo. The bottom

of us, but I have found some people and habits that have become advocates for my new and better life.”

information should be contained within a blue bar and include contact information. All other poster types should

William Carson found a neW hope and home

follow the same standards for type and image placement. PAPER SPECIFICATIONS

“I was broken and beat down, sleeping in

Strathmore Writing and Script

doorways and under bridges. I didn’t know

100% Cotton

Urban Grace. I know now that I have a

what the plan was for my life until I found new strength within me.”

Ultimate White Wove 24lb Writing POSTER ANY SIZE LARGER THAN 11” X 17” The margins should be set to .75 inches with

To read the rest of Karen’s incredible story and view other To read the rest of William’s story please visitvisit urbangrace.com/stories/william. neighbor’s stories please urbangrace.org/involved/stories.

a document bleed of .25 inches.

Jason rhodes is gaining a fresh start. “In the Army I learned about discipline and obedience, at Urban Grace I have learned about love and forgiveness.”

To read the rest of William’s remarkable story and view other To read the rest of William’s story please visitvisit urbangrace.com/stories/william. neighbor’s stories please urbangrace.org/involved/stories. To read the rest of Jason’s extraordinary story and view other To read the rest of William’s story please visitvisit urbangrace.com/stories/william. neighbor’s stories please urbangrace.org/involved/stories.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  41


BILLBOARD Billboards will be placed throughout the West Michigan area. The content should connect with the viewer while educating them with a fact on poverty. The hope of the billboards is to create a desire to learn more about the Urban Grace ministry.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  43


CLOTHING Hats, scarfs, and gloves are branded with the Urban Grace icon. The items of clothing are to be passed out to neighbors during the winter months.

URBAN GRACE  BRAND GUIDELINES


CLOTHING T-shirts, sweaters, and umbrellas. The items of clothing and accessories are to be passed out to neighbors throughout the year.

APPLICATIONS  45


PARK BENCHES The core messages of Urban Grace are displayed throughout the city.

URBAN GRACE  BRAND GUIDELINES


BUS ADVERTISEMENTS The core messages of Urban Grace are displayed throughout the city.

APPLICATIONS  47


CARE PACKAGE Due do the fact that Urban Grace does not offer overnight services we provide our neighbors with overnight care packages. Supplies for the packages are often donated by community members so the contents of each bag may vary. As a standard goal each bag should contain the following items: Bible Blanket Water bottle New Testament Bible Hairbrush Toothbrush Toothpaste Bar of soap Lotion Body wash Deodorant Chapstick Hand sanitizer Vitamins Fruit Granola Bar Single Serving Drink Mix

URBAN GRACE  BRAND GUIDELINES


OVERNIGHT PACKAGE At Urban Grace we understand that physical strength is just as important as spiritual well being, so please take this package of essentials. If you get low on any of the supplies feel free to bring your bag back and an Urban Grace staff member will help refill your bag.

APPLICATIONS  49


MOBILE APPLICATION The mobile application will serve to benefit those who are not neighbors within the community. There are three areas to the application: Encourage a Neighbor, Learn the Facts, and View the Gallery. Encourage a neighbor allows community members to view neighbors and their stories and leave a positive message. Learn the facts allows for community members to learn the statistics about the poverty levels in Grand Rapids. View the gallery allows the audience to see artwork that the Urban Grace neighbors have created and links to encourage a neighbor.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  51


WEBSITE The Urban Grace digital layout should stay consistent throughout all page types. The digital experience should embrace the feeling of the brand and create a memorable experience for the user. The Urban Grace news section of the website is a place where neighbors and friends can go and get updated on the ministry happenings. The planning stages of the website can be found on pages 86–89.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  53


WEBSITE The Urban Grace success stories are found within the ‘Get Involved’ section of the website. Each success story begins with an image of the neighbor and a quote from their story. The story is written in the neighbors own words and photos are included that pertain to the story. The planning stages of the website can be found on pages 86–89.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  55


WEBSITE The Urban Grace Ministry accepts donations and users can donate online within the ‘Get Involved’ section of the website. Once a user has donated they will receive an automated email which thanks them for their gift. The planning stages of the website can be found on pages 86–89.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  57


WEBSITE The Urban Grace gallery begins as a grid of images that showcase multiple neighbor’s art. When an artwork is selected the page opens into a detailed view where the viewer can scroll between pieces of art. The planning stages of the website can be found on pages 86–89.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  59


SOCIAL MEDIA Urban Grace can be found on Facebook, Twitter, and Flickr. Social medias must be updated at least biweekly so that community members can see what’s happening within the ministry. The importance of community is extremely important and helps staff, community members, and neighbors stay connected.

URBAN GRACE  BRAND GUIDELINES


APPLICATIONS  61


URBAN GRACE  BRAND GUIDELINES


Structural Elements

“I was lost, now I’m found. I was broken, now I’m whole. I was empty, now I’m full.”  — Urban Grace neighbor Jeremiah Young CATEGORY  63


NAMING FILES To maintain proper Urban Grace file structure, the following naming convention must be observed. The file name should include Urban Grace, the project type, project name, project detail, and the date if the file is a working document.

BRAND NAME

PROJECT NAME

DATE

UG_Print_SuccessStory_CarsonWilliam_11-22.pdf

PROJECT TYPE

URBAN GRACE  BRAND GUIDELINES

PROJECT DETAIL

FILE EXTENSION


NAMING SIGNATURE FILES To maintain consistency within files throughout the

The following list can be considered a

brand, the naming of files must be observed.

dictionary for the naming conventions within the signature files.

When locating a signature file the naming system will always include Urban Grace, signature or icon, number

UG  Brand name

of lines, number of colors, and the orientation of the mark.

SIG  Signature file ICON  Icon only file 1LINE  1 line of type 2LINE  2 lines of type

BRAND NAME

1 LINE OF TYPE

VERTICAL ORIENTATION

1COLOR  1 color file (fuchsia) 2COLOR  2 color file (gray and fuchsia) BW  Black and white file VERT  Vertical orientation HOR  Horizontal orientation

UG_Sig_1Line_1Color_Vert.eps

SIGNATURE

1 COLOR

FILE EXTENSION

STRUCTURAL ELEMENTS  65


BUILD GRID STEP 1 Create the document margins. The margins should be based on the document size in which the piece is being created. The margin details for each printed piece can be found on their pages within the brand manual.

MARGIN HEIGHT

MARGIN WIDTH

URBAN GRACE  BRAND GUIDELINES


BUILD GRID STEP 2 Create columns within the document, the columns should fit within the margin area. There should be 9 columns within the document’s grid. Next the gutter size to .1944 inches. Create rows also within the margin area. There should be 9 rows with the gutter size of .1944 inches.

MARGIN HEIGHT

MARGIN WIDTH

STRUCTURAL ELEMENTS  67


URBAN GRACE  BRAND GUIDELINES


Brand Process

“There’s nothing wrong with me, I am accepted for who I am. I’m loved for being me, it’s refreshing.”  — Urban Grace neighbor Ed Bauer CATEGORY  69


MOOD BOARDS The feeling of Urban Grace was explored through color, photography, and typography.

URBAN GRACE  BRAND GUIDELINES


PROCESS  71


TARGET AUDIENCES The target audiences for Urban Grace were determined so that the brand was centered around the people it exists for. The three types of users for the brand would be neighbors in need, volunteers, and donors. Each type of user should always be considered when working within the Urban Grace brand.

Dominic Parker Community Neighbor Grand Rapids, MI Age: 32 Dominic Parker is a homeless man who is looking for somewhere to call home. He is in need of physical, emotional, and spiritual support. Parker has an alcohol addiction so he needs a place that will help him start to rebuild his life. Parker would like to be able to start having the resources to find and keep a job. Parker does not have access to a computer unless he stops in at a shelter or library. He does understand that building his digital skills will help him to become more appealing to a potential employer so he would appreciate a place where he could come and learn about technology.

URBAN GRACE  BRAND GUIDELINES


Julie Jacobs Donor Walker, MI Age: 56

James Dunbar Volunteer Grand Rapids, MI Age: 28

Julie Jacobs is a retired successful entrepreneur who enjoys giving back to

James Dunbar is an active member of the community, he loves giving back

the community. Jacobs regularly donates to several Grand Rapids ministries.

to the community and since he doesn’t have the funds to donate he instead

Jacobs looks to make sure that ministries are striving to better community

gives his time. Dunbar recognizes that the community members who needs

member’s lives before making a donation. She appreciates ministries that

help in Grand Rapids are people to and all have stories. He enjoys talking

think out of the box and allow community members to be creative.

with the members and listening to what they have been through. Dunbar loves ministries that stress the importance of family and friendship.

PROCESS  73


IDENTITY NAMING Dozens of names were considered before Urban Grace was decided as the final brand name.

URBAN GRACE  BRAND GUIDELINES


PROCESS  75


IDENTITY NAMING Dozens of names were considered before Urban Grace was decided as the final brand name.

URBAN GRACE  BRAND GUIDELINES


Heartside Ministry 100 Name Options urban love

mercy alive

quiet place

hands healing

urban grace urban revival

safe refuge refuge

bread of life daily bread

healing place we the body

common souls neighborheart

seek seek peace

eternal light new song

souls on fire one body

revival

your place

soar on wings

uncontainable

new strength inspiring hearts

hearts on fire building hope

lifted up fearless life

beautiful life discover peace

echo mercy

encompassing

exalted light

come alive

echo unto others commonplace

abundant interlacing hearts be still

endless light growing in the way here i am

spirit of truth blind faith salt of the earth

anchorage mercy reins bestowing mercy remembrance across the heart thy neighbor inspiring hearts pure mercy simple love ignite abundance hearts fused united

my shepard green pastures hear my voice be still and know renewal light of the earth rock of refuge refuge rock solid rock light of life place of grace chosen by grace grace given

his presence souls find rest god for us keeping promises we sheep people praying hosanna strong tower moving mountains mighty to save always here our everything awaken

possibilities new journey god’s promise one day above all all is well be the light souls awakened connect his voice guiding light the way ministry one voice

ignite urban grace love echoed

PROCESS  77


IDENTITY SKETCHES Once a name was selected the sketching stage began. Multiple design visual iterations were worked through in order to discover the most beneficial mark.

URBAN GRACE  BRAND GUIDELINES


PROCESS  79


IDENTITY ITERATIONS Sketches were translated into digital iterations.

URBAN GRACE  BRAND GUIDELINES


PROCESS  81


IDENTITY ITERATIONS

1

Three directions were pushed through before narrowing in on the final brand mark.

URBAN GRACE URBAN GRACE

URBAN GRACE  BRAND GUIDELINES


2

3

urbangrace URBAN GRACE

URBAN GRACE

URBAN GRACE

urbangrace urbangrace

URBAN GRACE

URBAN GRACE

URBAN GRACE

urbangrace

PROCESS  83


IDENTITY ITERATIONS

1

4

Visual directions were focused to one and digital iterations

URBAN GRACE

began to move toward the final mark.

URBAN GRACE 2

5

URBAN GRACE 3

6

URBAN GRACE

URBAN GRACE  BRAND GUIDELINES

URBAN GRACE

URBAN GRACE


7

10

13

URBAN GRACE

URBAN GRACE 8

11

14

URBAN GRACE 9

12

URBAN GRACE 15

URBAN GRACE

URBAN GRACE

PROCESS  85


DIGITAL SKETCHES Visual directions were sketched for all of the print, digital, and environmental applications throughout Urban Grace.

URBAN GRACE  BRAND GUIDELINES


PROCESS  87


DIGITAL PLANNING Site mapping, critical thinking, and wireframing were all documented to show how the digital experiences should

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Advocacy Adult Education Creative Arts Computer Center Attorney Services Counseling Writers Circle

Adult Education The Adult Education Program at Heartside Ministry offers individualized tutoring for adults whose science, social studies, reading comprehension, writing and mathematics skills /knowledge range from minimal to the High School level. We work with learners to bring their proficiency to that of a high school graduate; and they are encouraged to take (and pass) the five Generalized Education Development exams—before taking the GED exams, learners are pretested, assuring that they are ready.

URBAN GRACE GALLERY

EMBROIDERED ANGEL

A gallery of self-taught artists creating folk, outsider and intuitive art. Artists display their work online and inside the Urban Grace Studio.

A gallery of self-taught artists creating folk, outsider and intuitive art. Artists display their work online and inside the Urban Grace Studio.

Our hope (and experience) is that cultivating language and mathematics skills as wells as general science and social studies knowledge will empower the learners: first, by allowing them to better navigate their day-to-day (i.e. understand a contract or cooking directions, count out change, etc). Second, GED certification opens the door to job opportunities and/or to going to college.

By: Bertha Zamora

If you are interested in being tutored or tutoring please contact the ministry at (616) 235-7211.

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Creative Arts For more than thirteen years, the Arts Program at Heartside Ministry has existed as a safe and catalyzing environment for the expression of the emotions, ideas, creativity and spirituality of Heartside neighbors. The program space exists as both a studio and a gallery; the large storefront windows, high ceilings and supportive atmosphere makes for a setting that is especially conducive to artistic endeavor. Monday through Friday from 9: 00am to 3:30pm the space is open to the public for creating, learning, socialization, perusing and commerce. If you are interested in making an appointment during non-gallery hours, please contact Sarah Scott (the arts coordinator) at (616) 235-7211 ext. 103.

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The gallery is also open for special neighborhood and city functions (e.g. the monthly arts walk). Under the guidance of Sarah these, often self-taught, artists have produced a prolific and moving body of work, spanning various mediums, styles and subject matters. Sarah works to encourage the intuitive and spontaneous artistic tendencies within each individual artist.

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Gallery

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Get Involved

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Programs

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Get Involved

Resources

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Announcements Publications Events

Donate Volunteer Urban Plunge

EMBROIDERED ANGEL

WHAT COMES OUT OF MY HANDS: JULY, 8 TO AUGUST 30, 2011

A gallery of self-taught artists creating folk, outsider and intuitive art. Artists display their work online and inside the Urban Grace Studio.

What Comes Out of My Hands is a solo exhibit by Grand Rapids visionary artist, Bertha Zamora. This show will feature ceramic wall-hangings and masks, created by Bertha both in her home and at Heartside Gallery and Studio. Imagery will range from familiar movie stars and folkloric characters, to Native children, cherub-goblins, and utilitarian wares.

By: Bertha Zamora

What Comes Out of My Hands will be featured at Sparrows Coffee Tea and Newsstand (1035 Wealthy Street) from July 8-August 30, with an opening reception on July 8 from 6-8pm. During the reception, take time to come out and meet the artist, and view other ceramic busts she will have with her for the reception only.

Though we yearn for a society characterized by fairness, where the weak are cherished and encouraged, we live in time and place where this is often not the case. Too many people slip through the cracks, because of mental disorder, disability, addiction and traumatic experience; Heartside Ministry welcomes these people. We work diligently to minister to and empower the disenfranchised; our programs and services are geared towards this end. Your contributions directly supports this essential work. Some of the many programs and services that are made possible through the ongoing generous support of donors like yourself include:

DONATE NOW! We appreciate your gifts

- Heartside Ministry’s Benevolent Fund, which is used primarily for emergency aid, for persons working with our advocacy office. - Our GED & adult education program - Our pottery & general studio arts programs For more information about the programs and services offered by the ministry, please refer to the programs heading or take a look at our weekly schedule and recent announcements. If you are interested in supporting the work of the ministry, you can securely donate on-line through the Network for Good (see the button to the right) or checks or money orders may be mailed to (see our printable donation form): Heartside Ministry 54 S. Division Grand Rapids, MI 49503

AVENUE FOR ARTS

ART DOWNTOWN

URBAN GRACE ON FACEBOOK

The Urban Grace Studio and Gallery will be participating in the Avenue For The Arts event on June 11th 4-9pm. The Market will feature local artists and entertainers.

When 250 artists and performers take over 25 downtown locations, empty buildings are transformed; performers pop up in unexpected paces and downtown Grand Rapids springs to life !

Become a fan of Urban Grace on Facebook and receive updates about the ministry: events, openings, news, etc.

learn more >>

learn more >>

learn more >>

URBAN GRACE GALA: THE ART OF THE HEART We are nearly a month away from Heartside Ministry’s annual gala. This year we celebrate ‘The Art of the Heart.’ We sincerely hope that you will join us for an evening of learning, fun, and fellowship on October 27.

For more information about the ministry and the most effective ways to contribute, please feel free to contact Janet Gockerman, executive director. Please also consider the volunteer opportunities we have posted. For a list of items the ministry has need for (e.g. coffee supplies) please see our publications section. Heartside Ministry, Inc. is 501(c)3 non-profit charitable organization. All donations are tax deductible.

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Social Media Links

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Social Media Links

PROCESS  89


INDEX Applications������������������������������������������������������������23–61 Billboard�����������������������������������������������������������������42–43 Bookmarks��������������������������������������������������������������30–31 Brand Process��������������������������������������������������������69–89 Brand summary���������������������������������������������������������� 7–9 Bus advertisements�������������������������������������������������������47 Business card���������������������������������������������������������������25 Care package����������������������������������������������������������48–49 Clear space������������������������������������������������������������������� 14 Clothing����������������������������������������������������������������� 44–45 Color Palette�����������������������������������������������������������������18 Digital planning�������������������������������������������������������� 86–89 Digital sketches�������������������������������������������������������86–87 Envelopes���������������������������������������������������������������26–27 File naming������������������������������������������������������������ 64–65 Grids���������������������������������������������������������������������� 66–67 Identity iterations����������������������������������������������������82–85 Identity naming������������������������������������������������������� 74–77 Identity sketches�����������������������������������������������������78–81 Imagery������������������������������������������������������������������20–21 Letterhead �������������������������������������������������������������������24 Mailer postcard�������������������������������������������������������36–37 Mobile application���������������������������������������������������50–51 Mood boards����������������������������������������������������������� 70–71 Park benches����������������������������������������������������������������46 Poster series�����������������������������������������������������������40–41 Primary mark����������������������������������������������������������������12 Scaling and minimum size��������������������������������������������� 15 Secondary mark������������������������������������������������������������13 Service bulletin�������������������������������������������������������32–33 Signature���������������������������������������������������������������� 12–17 Signature don’ts������������������������������������������������������������ 17 Signature on backgrounds��������������������������������������������� 16 Social media�����������������������������������������������������������60–61 Structural elements�������������������������������������������������63–67 Success stories�������������������������������������������������������34–35 Taglines������������������������������������������������������������������������13 Target audience������������������������������������������������������ 72–73 Thank you postcard�������������������������������������������������38–39 Typography�������������������������������������������������������������������19 Visual elements������������������������������������������������������� 11–21 Verse cards�������������������������������������������������������������28–29 Website�������������������������������������������������������������������52–59

URBAN GRACE  BRAND GUIDELINES


CATEGORY  91


Š Urban Grace 2012 All rights reserved. 54 South Division Grand Rapids, MI 49504 urbangrace.org Designed by Kate Dupon Photography by Kate Dupon and Mark L Edwards


Urban Grace Brand Manual