MDUMC Brand Book - June 2020

VISUAL ST YLE, STRATEGY, AND CULTURE GUIDELINES

UNIF IE D BY D E S I GN

U P D AT E D

J U N E 2020

be passionate about the details.

Telling our story with a single voice.

It is something we see more than we realize. It’s on our buildings, screens, printed materials, and so much more. It’s our logo, and in turn, the Memorial Drive United Methodist Church brand.

When I began to oversee the communications department in October of 2017, I quickly realized that MDUMC was sending out many different messages in terms of graphics and branding. I found that we had many versions of our logo, used a slew of unrelated fonts, and had very little organization around our branding. Our branding did not match the incredible intentionality that we put into our mission and ministry at MDUMC. You may ask yourself, “Why is a logo so important?”

In our increasingly fast-paced culture, visual messaging is vital. The purpose of our logo is to visually communicate who we are in an instant without saying a word. Think about the Golden Arches of McDonald’s or the Nike Swoosh.

Simply seeing these images elicits feelings about what that company represents. Our department’s

goal is for people to see our logo and think of the life and community that they find at MDUMC. With that goal in mind, our team designed this corporate style guide to help our staff and congregation understand the ins and outs of our branding. By bringing all of our brand design together in this way, we will find ourselves sending out one well-represented message of MDUMC. If you have any questions about this guide, its content, or our brand, do not hesitate to contact anyone in our department. Thank you for your help in following this guide, and as always, know that we are here to support the mission and ministry of MDUMC - so let us know how we can serve you!

In Christ,

REV. DREW ESSEN

Pastor of Development, Guest Services & Communications

01. WHAT IS THE MDUMC BRAND? The MDUMC brand is much more than just a logo and colors. It is the embodiment of what we believe and how people feel when they walk through our doors. It is constantly evolving and is a reflection of the community it’s placed in. The purpose of any identity is to capture the uniqueness of the body as a whole. MDUMC is considered home by many in West Houston, and our brand exists to take what we do within these walls out into the world to make the love of Christ known.

STYLE GUIDE

02. LOGOS The logo is at the core of MDUMC’s values, and it is a visual representation of who MDUMC is.

This style guide introduces all approved logo versions and demonstrated the rules for both print and digital use. Always use the logos in accordance with these guidelines.

The design language in this document is the primary tool for MDUMC to communicate, and the face of this communication is the logo. The primary logo and a family of alternates are to be used for specific purposes. With this family, MDUMC can communicate consistently across different media platforms.

ANATOMY OF A LOGO Our logos are composed of three parts: the icon, the logotype, and the descriptor. When all three parts are combined, we have the complete logo.

Icon

Icon

Logotype Logotype

Descriptor

Descriptor

LET THE LOGO BREATHE It is important to keep consistant clearspace around the entire logo that is free of text and any other graphics. The same amount of clearspace is required for all logo variations, and is measured from the border of all logo components as shown in the examples below.

WE LCO M E TO

No Text or Graphics Border of all Logo Components

Border of Appropriate Clearspace: .5 Inches on all Sides

WE LCO M E TO

MDUMC | MAIN CAMPUS Variations of the primary logo can be used for communicating across different platforms and size requirements. The content and size will define which layout to use.

Primary The primary version of the logo should be used as a focal point in large spaces such as headers or cover pages. It is meant to call attention to itself.

Alternative

(HORIZONTAL)

The horizontal alternative is best used when there is limited vertical space and stacking the icon is not possible.

Alternative

(ICON)

The icon alternative is best used when the logo is not meant to be the focus of a design, but rather an element of authenticity.

Alternative

(INITIALS)

The alternative initials are best used for small applications when a full logo would be scaled too small for legibility.

MDUMC

THE JOURNEY | WEST CAMPUS Variations of the primary logo can be used for communicating across different platforms and size requirements. The content and size will define which layout to use.

Primary The primary version of the logo should be used as a focal point in large spaces such as headers or cover pages. It is meant to call attention to itself.

Alternative

(STACKED)

The stacked alternative is best used when there is limited horizontal space and stacking the icon allows the logo to be more legible.

Alternative

(ICON)

The icon alternative is best used when the logo is not meant to be the focus of a design, but rather an element of authenticity.

MINISTRY LOGOS In order to create a sense of continuity, each ministry has a unified and uniquely colored logo. These are used on ministry-specific material and help to tie all materials under a specific ministry together.

SAMPLES Do Create Contrast Whether placing the logo over a white or colored background, or a photo, be sure to use the correct version in order to create the highest amount of contrast.

Solid Light Background | Dark Logo

Solid Dark Background | White Logo

Light Photo Background | Dark Logo

Dark Photo Background | White Logo

Don’t Change Color Color plays a vital role in establishing a brand identity. Featuring the logo in any off-brand colors can be confusing and diminishes the authenticity of the logo.

Logo Color Palette

Main Campus C:78 M:27 Y:27 K: 0 The Journey C:100 M:80 Y:44 K:43

HELPFUL HINTS Never combine any version of the logo with another symbol or icon. In a situation where a partnership is being featured, the use of a vertical bar to seperate the two brands is approved.

Never modify the logo in any way.

MEMORIAL DRIVE

Do not stretch or distort the logo.

Do not put a border or stroke around the logo text or icon.

MEMORIAL DRIVE

03. COLORS The identity of MDUMC has been designed purposefully for use with a bold and cohesive color palette. These colors have been thoughtfully selected based upon several influences, such as the color of the church interior, existing brand identification, as well as colors that represent the culture and community found within. These colors are designed to work well individually and together in a variety of contexts and scenarios.

PRIMARY

These colors make up the primary identity of MDUMC and are used in logos and all materials that serve a purpose to represet our brand as a whole.

Main Campus Teal C:78 M:27 Y:27 K:0 R:43 G:146 B:170

The Journey Navy C:100 M:80 Y:44 K:43 R:7 G:45 B:74

Faded Navy C:79 M:56 Y:38 K:16 R:67 G:96 B:118

Light Teal C:19 M:0 Y:4 K:0 R:203 G:234 B:241

Medium Teal C:100 M:0 Y:14 K:19 R:0 G:146 B:181

Dark Teal C:94 M:58 Y:47 K:40 R:0 G:69 B:83

SECONDARY

These colors are best utilized in partnership with primary colors and add variety and life to our design.

Bright Rust C:15 M:93 Y:100 K:5 R:199 G:53 B:39

Bright Mustard C:0 M:35 Y:94 K:0 R:252 G:175 B:40

Bright Olive C:28 M:0 Y:100 K:19 R:162 G:181 B:38

Dark Olive C:19 M:0 Y:4 K:0 R:203 G:234 B:241

Dark Magenta C:100 M:0 Y:14 K:19 R:0 G:146 B:181

Advent Red C:100 M:21 Y:29 K:57 R:0 G:79 B:95

NEUTRALS

These colors are meant to provide breathing room a neutral background and complement all colors well.

True Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0

True White C:0 M:0 Y:0 K:0

Light Gray C:0 M:0 Y:0 K:11

Medium Gray C:0 M:0 Y:0 K:27

Dark Gray C:0 M:0 Y:0 K:58

R:255 G:255 B:255

R:228 G:229 B:230

R:194 G:196 B:198

R:132 G:134 B:137

Charcoal C:0 M:0 Y:0 K:86 R:74 G:75 B:76

Aa

04. TYPOGRAPHY, FONTS

AND COPYWRITING

Typography is another key element of the MDUMC brand identity, to be used in print, web, mobile, and video environments. Like the logo, our three primary typefaces communicate the personal and friendly, yet strong personality of the MDUMC brand.

When writing copy, we want to convey a clear and inviting message. It is important that the language we use looks and sounds professional while still remaining friendly and casual. All text should be written with the voice of MDUMC in mind, and thoroughly proofread before being published or printed.

FONT HANDBOOK These fonts make up the primary identity of MDUMC and are used in logos and all materials that serve a purpose to represent our brand as a whole.

This is Avenir Next.

Avenir Next is a rounded, sans-serif font with many varieties that are easy to read. This is our default font for body text and document-style projects.

If you’re using paragraphs, Regular in sentence caps is best.

YOU CAN ALSO USE REGULAR IN ALL CAPS (TRACKED) FOR A HEADING.

Or make your heading stand out with bold.

OR BOLD CAPS TO REALLY MAKE A STATEMENT. This is Brandon Grotesque.

Brandon Grotesque is also approved for headings and body text that need a more modern look.

Light is best for body text.

Regular Italic provides a more stylized look.

Use Black to create contrast.

O R A L L C A P S (T R A C K E D ) F O R A H E A D I N G .

This is Playfair Display.

Playfair Display is an elegant serif font that can be used as a heading or subheading in combination with a body typeface.

Playfair Display includes a Regular version for body text.

As well as regular Italic for emphasis.

And Bold Italic that is best used for headings.

STANDARDIZED FORMATTING Language matters and we want to convey uniform messaging across all platforms. The following guidelines help us create and maintain the voice of MDUMC.

DO

DON’T

Time:

6:30 PM or 6:30 - 8 PM or 8 AM - 1 PM or 7 PM

6:30p.m. or 6:30pm-8pm or 8 - 1 or 7:00 PM or 7 o’clock

Date:

Sunday, July 7, 2019 July 7 (in a heading or info line) July 7th (in paragraph form)

July 7 (in paragraph form) July 7th (in a heading or info line) 7 July 2019

Do use contractions in non-formal media.

(We’re glad you’re here.)

Don’t use an apostrophe when pluralizing.

(Apostrophe’s are not for plurals.)

Do utilize the vertical bar.

5 PM | July 7 | Wesley Hall

Don’t forget the oxford comma! (paper, pens, and folders)

Do use the “&” symbol when pairing two things together in a title or subtitle. (“Fall & Spring Semesters”)

Don’t use the “&” symbol to list multiple things. (“Fall (“ Fall & Spring & Summer”) Summer”)

Punctuation

(2 spaces before and after the bar.)

SOCIAL MEDIA Our social media accounts function as platforms to engage individuals throughout the week, inform them of major events, and share some insight into why we do what we do.

Instagram is all about the image. We want to use high quality, compelling photos, videos, and graphics that will catch people’s attention and ultimately lead them to seek more information.

Instagram |

@mdumc

Always think about the big picture. Stay concious of our grid by making sure each post stays consistent with our style and brand.

Don’t forget to update the link in the bio to specific web pages or registrations as necessary.

Story Highlights are an engaging way to compartmentalize everything that we do and offer.

Facebook

@MemorialDriveUMC

Facebook is our homebase for making virtual connections with people by sharing pictures and videos, invitations to groups and events, and actively responding to comments.

Always think about the people in your network and their expectations. Facebook makes it easy to share posts, so relevancy to our community and culture is key for positive engagement.

Always link to the website when possible. This is especially important when promoting events or extending an invitation to join a new group or class.

Use the built-in Events feature to send personal invitations and automatic reminders to anyone who RSVPs directly from the MDUMC page. Events can also be searchable from your profile page.

Use the built-in Groups feature to create open forums for conversation for bible studies, teams, and more.

05. PHOTOGRAPHY Every image tells a story. The goal of every photographer is to convey the emotion of the environment and experience, with colorful images that focus on the personality of the community, the culture of the space, and authentic personal relationships. It’s important that the stories we tell communicate our brand principles—that’s a given. Additionally, they should: show diversity of age, gender, and ethnicity, engage the viewer as a participant, not an observer, and depict real people, living real moments—avoid staged scenes or stiff poses.

GUIDELINES Shoot in natural light whenever possible.

Never use flash.

Never shoot without a tripod with a shutter speed less than 75.

Create depth through foreground-middle-background relationship.

Capture a wide variety of angles and views, both vertically and horizontally.

Capture scope, but also draw attention to details.

Include shots containing empty space for text.

Use video to show action or anticipation—not just scenery.

SAMPLES

OUR STRATEGY

MDUMC COMMUNICATIONS & MEDIA

VISION The communications and media ministry exists to reach our community and congregation through multiple engagement platforms in order to inspire, inform, and invite participation in the life and mission of MDUMC.

COMMUNICATIONS STRATEGY WHO? WHAT? WHERE? WHEN?

do we intend to deliver?

LARGE %

SMALL %

A

B

C

D

SMALL

3. Make it Better 4. Hustle 5. Begin with the

how often?

HOW?

Impact

2. Synergize

church? community?

expected/desired result?

BIG IMPACT

Tell the Story

is the strategic message?

WHY?

CORE VALUES 1.

is the target audience?

TOOL:

End in Mind

SPOKEN ANNOUNCEMENT VIDEO LOOPING ANNOUNCEMENT

Where people go to blame.

EMAIL BLAST PUSH NOTIFICATION PRINTED MATERIALS

EVENTS PATTERNS STRUCTURES

All problems are resolved here.

BULLETIN MESSENGER SOCIAL MEDIA WEBSITE

A

B

C

D

OUR CULTURE

AS PART OF

YOU ARE AUTHORITY & GO HAND

If you are given AUTHORITY, you also get RESPONSIBILITY.

Authority and Responsibility SHOULD NOT BE

feared or

hoarded.

YOU ARE IN CHARGE OF YOUR OWN

THIS TEAM,

A LEADER.

RESPONSIBILITY IN HAND.

If you give RESPONSIBILITY, you must also give AUTHORITY.

SELF. ROLE. WORK.

Owning and Learning from our FAILURES is a

virtue.

06. STORY TELLING Story telling is a cornerstone of human culture, and is the oldest way to pass down information throughout generations. This oral tradition has impacted many people throughout all walks of life. At MDUMC we are no different. The stories from church staff and congregation are the core of MDUMC. Everyone who walks through our doors has a story.

Every story of life experiences, perspective, trials, etc. will give the MDUMC congregation the opportunity to relate with one another on a deeper level.

Gathering these stories and showcasing them, will perhaps bring more people forward willing to share some stories of their own.

Every number has a name, every name has a story, and every story matters to God. It’s our job to help tell the story.

HOW WE SHARE THE STORIES Now that we know WHY we tell stories, let’s talk about HOW we tell stories. We have three main platforms for sharing stories to the masses.

VIDEO By sharing stories in a video format, we are able to create an artistic and emotional product that will capture the audience’s attention to connect them to the speaker and engage with the story in a dynamic way. A video format works best for stories of greater length and emotion. By the use of strategic camera movement, artistic shots, and intentional lighting, we are able to produce captivating video that amplifies the telling of specific stories. This platform also takes the most time and effort to produce. For this reason, a process of refining and filtering each story we receive is set in place so that we can select the one most suited for video format.

SOCIAL MEDIA Social media was created for the purpose of sharing life with one another virtually.

This makes it the perfect platform for sharing short stories accompanied by striking photography. By sharing stories on a social media platform, we are able to reach an unlimited number of people because of the ability others have to share our posts and the public nature of our social media pages. Engaging with people on a digital platform also allows us to continually direct them back to our website, or provide links for other ways they can become involved in our community of faith. These posts will consist simply of stories provided by members of our congretation and community. Making this type of media a regularly scheduled post on our Facebook and Instagram platforms will help us continue to connect people to each other and connect their stories to the Gospel story.

GATHERINGS The most common platform for storytelling at MDUMC is sharing directly with others in a group setting. We have many different types of gatherings on a weekly, monthly, and quarterly basis, aside from Sunday morning worship.

Much of this type of storytelling will happen organically among those who gather together regularly. It is our job as leaders in many of these settings to listen for stories, tell our own personal stories, and encourage others to tell theirs. These gatherings are also where we are most likely to discover new stories that can be told using one of the above platforms and connect with a larger audience.

WHEN CONDUCTING AN INTERVIEW...

- Know the person and the story they are telling beforehand. This helps conversation to flow naturally and the interviewee to be more open.

- Ask open ended questions; we do not want answers of “yes” or “no.”

- Consider how you are refining the story. Every story has many different angles, but focus on one.

GUIDING INTERVIEW QUESTION EXAMPLES: - How has being a Christian impacted your life?

- When did you start following Christ?

- How has Christ helped you through struggles or hard times?

- How has Christ used people or experiences to bring you closer to Him? - Is there a Bible verse or quote that has meant a lot to you?

- Why is being a part of a church community important to you?

Every number

has a name Every name

has a story Every story

matters to God