OKUMC Brand Standards Guide

Oklahoma Conference of the United Methodist Church Brand Standards Guide

Brand Standards Guide WHO WE ARE

A P P L I C AT I O N

VISUAL IDENTITY

Positioning Statements

4

Primary Logo

6

Brand Voice

24

Brand Pillars

5

Logo Color Versions

8

Writing Style

25

Logo Mark

9

Brand in Use

26

Secondary Logo

10

Co-Branded Lockups

13

Departmental Logos

14

Icons

16

Do’s & Don’ts

17

Typography

18

Photography & Effects

21

Colors

22

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OKUMC

B R A N D S TA N D A R D S G U I D E

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Who We Are P O S I T I O N I N G S TAT E M E N T

E L E VAT O R P I T C H

Our unique position within the marketplace.

Who we are and what we do.

The Oklahoma Conference of the United Methodist Church (OKUMC)

Rooted in Christ and anchored in faith, United Methodists in Oklahoma

is a connectional body that equips, unites and strengthens United

are called to serve together to make disciples of Jesus Christ for

Methodist churches across Oklahoma. Rooted in Wesleyan tradition

the transformation of the world. The Oklahoma Conference of the

and anchored in faith, OKUMC serves as a bridge — connecting

United Methodist Church equips, connects and empowers church

churches not only to one another but also to their neighbors. Through

leaders and congregations across the state. Guided by God’s grace,

guidance, resources and leadership, we empower churches to thrive

we bridge the gap between churches and the support they need —

in their communities, building relationships that reflect God’s love.

removing barriers, fostering connection and helping them thrive. We

With collective wisdom and a bold vision for the future, we are called

walk alongside people, ministries and movements as they plant and

by the Spirit to equip clergy, laity and congregations to make disciples

nurture Christ’s love in their communities and bring pockets of heaven

of Jesus Christ for transformation the world — one church and one

wherever they love and serve on earth.

neighborhood at a time.

VA L U E P R O P O S I T I O N The value we offer the consumer.

OKUMC provides leadership, connection and resources to equip churches and leaders for their ministries. Fueled by faith, we serve as a bridge — connecting churches to one another, to essential support and to a shared vision for the future. Through training, financial support and strategic guidance, we help churches navigate challenges, embrace innovation and confidently live out their missions. As a Conference, we are committed to strengthening and uplifting pastors, congregations and communities, ensuring they are spiritually and practically empowered to be the hands and feet of God. OKUMC

Brand Pillars A N C H O R E D I N FA I T H

B R AV E LY B R I D G I N G

Faith holds us steady. It doesn’t mean having all the answers — it means

We are bridge builders. We listen, we show up and we do the rewarding

trusting God enough to ask hard questions, study Scripture and remain

work of bringing God’s people together. Real connection takes courage

open to growth. Anchored in Christ, we stand firm in who we are and

— it means removing barriers and creating spaces where all are

walk in grace, trusting that God is always at work in us and through us.

welcome to have honest dialogue, even when it’s uncomfortable. With faith and conviction, we invite, grow and make disciples by opening

D E E P LY R O O T E D We are rooted in Christ and strengthened together. Like deep roots that ground and sustain a tree, our foundational faith and Wesleyan

doors and widening tables, knowing that God’s love leaves no one out.

B O L D LY S E N T

connection bind us together and give us strength. Through every

We don’t stand still. Called by the Spirit, we go where love is needed

season – growth, challenge, celebration or sorrow — we remain

to serve our communities, seek justice and transform an anxious and

committed to each other, our communities and our Savior.

broken world. As a connected people, we support and strengthen one another to take action and make a difference — turning faith into something real, something seen, something lived. God’s love moves.

So do we.

God’s love moves... So do we.

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LOGO & USAGE

Primary Logo The Oklahoma Conference brand reflects a commitment to honoring sacred tradition while stepping boldly into the future. It carries a deep-rooted, historic faith and pairs it with a vibrant, contemporary visual language that signals strength, movement and vitality. The design embraces a spirit of being boldly sent — energized by purpose, anchored in spiritual heritage and awake to the needs and opportunities of today’s world.

The primary logo, seen here, is the version of the logo used most often and most prominently. The following pages provide instruction and guidance for using variations of this logo and brand system.

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OKUMC

LOGO & USAGE

The Mark The logo mark features the shape of Oklahoma built from colorful segments representing the rich diversity of people and places that make up the Conference. Subtle visual nods to stained glass and patchwork reflect a Church that is human, communal and grounded in its physical context. At the center, United Methodist cross and flame affirms a proud connection to the larger denomination — promintently featured, clearly recognized and woven into the OKUMC identity with intention.

OKLAHOMA Proudly and uniquely Oklahoma’s

THE UNITED METHODIST CROSS & FLAME

conference of the worldwide United

Featured prominently and unchanged

Methodist Church.

at the center of the logo, establishing context, identity and pride.

A W H O L E O F PA R T S

VIBRANT COLORS

Though not literal districts, visually

Lively colors symbolize energy,

distinct sections make up the shape of

vibrancy and a faith alive in every

Oklahoma, representing unity across

corner of Oklahoma.

a diverse Conference.

B R A N D S TA N D A R D S G U I D E

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LOGO & USAGE

Logo Color Versions FULL COLOR The primary logo features five brand colors. The full-color version should be used whenever possible as it conveys the full expression of the brand’s energy and identity. Use only on backgrounds that provide strong contrast and preserve visibility across all color areas.

TWO-COLOR This version supports scenarios with limited color flexibility while keeping the recognizable red flame intact. Retaining red preserves the logo’s strong visual connection to the United Methodist Church.

ONE-COLOR The one-color version simplifies the logo for use in black-and-white printing, embroidery or production methods with limited color capability. Line work is used to maintain the logo’s integrity and recognizability.

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OKUMC

LOGO & USAGE

Logo Mark The full primary logo should be used in most cases, especially when building brand recognition. The logo mark may appear on its own when brand context is clearly established, but only if the full name appears elsewhere on the page or screen.

The mark is available in full-color, two-color and one-color versions for use on light, dark and midtone backgrounds as appropriate.

Safe space guidelines should follow the standards outlined on page 11, and the mark should follow these minimum size guidelines for optimal visibility.

0.5”

35px 9

LOGO & USAGE

Secondary Logo A secondary, stacked version of the logo is available for situations where horizontal space is limited. This version follows the same color variations as the primary logo, including options for light and dark backgrounds.

The primary logo should be used whenever possible, with the stacked version reserved for cases where the horizontal layout is not possible.

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LOGO & USAGE

S I Z E & S PA C I N G The “safe area” around the OKUMC logo is defined as equal to the height and width of the logo mark. While each logo should always be left with as much surrounding “white space" as possible, this minimum requirement should be kept at all times.

The vertical spacing between the two wordmark elements — both in the primary and stacked versions — matches the height of the secondary logo text.

The spacing between the logo mark and the wordmark is defined in relation to the “O” shapes in “Oklahoma” — using the lowercase and capital forms as reference points.

When printed, the logo must be at least 1.75” wide in order to be legible. When displayed digitally, the logo must be at least 125 pixels wide in order to be legible.

1.75” B R A N D S TA N D A R D S G U I D E

125 px 11

LOGO & USAGE

12

LOGO & USAGE

Co-Branded Logo Lockups When representing a partnership between the Oklahoma Conference and another organization, a co-branded logo may be used separated by a vertical line — as shown here with Circle of Care, for example.

The space on either side of the divider line is defined by the width of two, side-by-side, lowercase "o's" from "Oklahoma."

The weight of the vertical divider line is equal to that of the cross in the UMC logo.

Optically pairing different logos can be nuanced. Aim to align the visual weight of each logo or wordmark so they appear balanced and horizontally justified in height.

B R A N D S TA N D A R D S G U I D E

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LOGO & USAGE

Departmental Logos In some instances, Conference ministry teams,

This treatment is best suited for internal

When communicating with external audiences —

or departments may use a version of the logo

audiences, event materials or documents

or in broader Conference communications — the

that includes their group name. This treatment

where the ministry’s identity is relevant and

primary logo should be used to maintain unity and

helps distinguish communications related to

already understood.

brand clarity.

specific areas of work.

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DISASTER RESPONSE

CENTRAL DISTRICT

NEW FAITH COMMUNITIES

LOCAL CHUCH DEVELOPMENT TEAM

LICENSED & ORDAINED MINISTRY

COMMUNICATIONS

OKUMC

LOGO & USAGE

S I Z E & S PA C I N G The “safe area” around all OKUMC logos is defined as equal to the height and width of the logo mark as shown previously on page 11. While each logo should always be left with as much “white space” as possible surrounding it, this minimum requirement should be kept.

The department or ministry name, typed in sentence-case, uses Pennypacker Medium Italic text at 1 point larger than the "The United Methodist Church" logo subtext.

The space between the word mark and department bar is equal to the height of the secondary text. The margin around the department name within the color bar is 3 pixels on top, 4 pixels on bottom and 5 pixels on each side at this size.

When printed, the logo with the departmental logo ust be at least 2.75” wide in order to be legible. When displayed digitally, the logo must be at least 200 pixels wide in order to be legible.

2.75” 200 px Shown in One-Color Logo Version

B R A N D S TA N D A R D S G U I D E

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Logo Icons SOCIAL ICONS Social icons are best when they are simple and yet identifiably unique. Filling the available space for profile images shows up best in the various uses across social media accounts.

For social media platforms with circular profile images, the profile image should include ample margin to fill the circle completely while leaving comfortable spacing around the logo.

W E B FAV I C O N S The favicon is for web use to mark your unique website url.

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OKUMC

LOGO & USAGE

Do’s & Don’ts Do not stretch the logo.

Always keep the ratio of the original file.

Do not add a shadow, outlines or other additional effects to the logo. There are versions to help your logo stand out in Do not make the file larger

any usage.

than it imports into your application or it may become

Do not rotate or turn

pixelated.

the logo.

Do not use the white

Do not use other colors in the

version of the logos on light

logo, whether brand colors or

backgrounds.

otherwise.

Don't place the color logo on

For polished layouts, Avoid placing

background colors used within the

the logo in a white or colored

logo itself, or on low-contrast mid-

box. Do not use a JPG version

tone colors, as parts of the mark will

of the logo when a transparent

be lost. Use another logo version,

background is needed. Choose

or choose a different background —

transparent PNG, EPS or PDF

never add a box behind the logo (see

files.

example at right).

17

Typefaces & Styling

Pennypacker is the primary family of typefaces for OKUMC and should be used for display, headline and body copy treatments. Pennypacker is available via Adobe Fonts and comes with several styles and widths that are utilized for a

Pennypacker ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

varied, yet cohesive hierarchy of brand type styles.

Large, sentence-case headlines should be in Pennypacker Compressed. All-caps subheadings use the "regular" width version of Pennypacker.

Tracking should be set at 10 for headlines to match the OKUMC word mark. Tracking for the loosely spaced, all-caps subheadings should be set at 200. Body copy is modeled as seen in this paragraph and settings are defined on the following page.

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OKUMC

T Y P E FA C E S & S T Y L I N G

HEADING PENNYPACKER COMPRESSED MEDIUM OR LIGHT 30PT FONT SIZE 32PT LEADING 10 TRACKING

SUBHEAD PENNYPACKER MEDIUM

Headlines look like this or headlines can look like this

Headlines look like this or headlines can look like this

SUBHEADINGS LOOK

SUBHEADINGS LIKE THIS

LIKE THIS

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur pretium dolor sed

ALL CAPS 10PT FONT SIZE

Lorem ipsum dolor sit amet, consectetur

nulla varius facilisis. Ut eleifend magna ac

17PT LEADING

adipiscing elit. Curabitur pretium dolor sed

est dapibus consequat aliquam tempus odio

200 TRACKING

nulla varius facilisis. Ut eleifend magna ac

viverra. Ut wisi enim ad minim veniam, quis

est dapibus consequat aliquam tempus odio

nostrud exerci tation ullamcorper suscipit

BODY

viverra. Ut wisi enim ad minim veniam, quis

lobortis nisl ut.

PENNYPACKER

nostrud exerci tation ullamcorper suscipit

CONDENSED

lobortis nisl ut.

Curabitur pretium dolor sed nulla varius facilisis. Ut eleifend magna ac est dapibus

REGULAR 09PT FONT SIZE

Curabitur pretium dolor sed nulla varius

12PT LEADING

facilisis. Ut eleifend magna ac est dapibus

20 TRACKING

consequat aliquam tempus odio viverra.

B R A N D S TA N D A R D S G U I D E

consequat aliquam tempus odio viverra.

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T Y P E FA C E S & S T Y L I N G

Archivo Narrow ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Alternate Typefaces We strongly advise using Pennypacker whenever possible.

Aptos Narrow

However, in the event that the brand typefaces are not available, the free Google font Archivo Narrow may be used.

If neither are available, the Windows system font, Aptos Narrow, can be used as an alternative.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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OKUMC

Photography & Layout Design People are at the heart of the Oklahoma Conference. Prioritize real photos of ministries, churches and individuals. If stock is needed, carefully curate images that feel authentic and candid — not overly posed or commercial.

When taking a photograph of a group, find individual or cluster to focus on. Use high-quality images: 300 dpi for print, 72 dpi minimum for web.

The human emphasis of the OKUMC brand lends itself to moments of brand color overlays and artistic texture.

Use these effects with discernment, so textural designs lean creative, not messy. Pair textural, overlapping elements with clean layouts and text for polished layouts with balance and room to breathe.

B R A N D S TA N D A R D S G U I D E

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BRAND COLORS

Brand Colors

UMC White #FFFFFF RGB 255, 255, 255 CMYK 0, 0, 0, 0

Open Orange #FF8F4E RGB 255, 143, 78 CMYK 0, 54, 74, 0 PANTONE 3588 C

Positive Pink #F763C2 RGB 247, 99, 194 CMYK 7, 73, 0, 0 PANTONE 224 C

Vivid Violet #F874FF RGB 248, 116, 255 CMYK 19, 58, 0, 0 PANTONE 252 C

UMC Red #E4002B RGB 228, 0, 43 CMYK 4, 100, 92, 0 PANTONE 1795 C

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UMC Black #231F20 RGB 35, 31, 32 CMYK 0, 0, 0, 100 PANTONE Black 3 C

Loving Lavender #C998FD RGB 201, 152, 253 CMYK 28, 41, 0, 0 PANTONE 2577 C

Brave Blue #232571 RGB 35, 37, 113 CMYK 100, 100, 25, 11 PANTONE 2756 C

Azure Blue #4DB2C6 RGB 77, 178, 198 CMYK 65, 11, 20, 0 PANTONE 631 C

Deep Red #6D0F23 RGB 109, 15, 35 CMYK 33, 99, 77, 46 PANTONE 1815 C

Rooted Green #1A4734 RGB 26, 71, 52 CMYK 84, 46, 78, 49 PANTONE 343 C

OKUMC

BRAND COLORS

C O L O R C O M B I N AT I O N S High-Contrast Combinations — Appropriate for All Contexts The energetic brand colors lean proudly on the UMC red and black while infusing fresh vitality and boldness through an expanded palette — emphasizing a lively, active vision for the future of the Oklahoma Conference.

When selecting a color combination, keep in mind the purpose of your design. If readability is key, then a high or mid-contrast color scheme is needed.

According to Web Content Accessibility Guidelines, large test is defined as ≥ 18 point type, or ≥ 14 point bold type.

Low-contrast color combinations can be used for decorative or non-essential design elements.

Keep in mind that legal accessibility standards are

Mid-Contrast Combinations — Large Text Only

updated regularly, so reference applicable standards to ensure usages of important design elements remain compliant with the most current accessibility requirements.

Low-Contrast Combination Examples — Decorative, Non-Essential Graphics Only If the design elements are more textural or artistic in nature (non-essential copy or information), lower contrast color combinations may be appropriate.

B R A N D S TA N D A R D S G U I D E

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A P P L I C AT I O N

Brand Voice 1.

A N C H O R E D I N FA I T H

3.

B R AV E LY B R I D G I N G

In written word this means... We write in a way that reflects trust

In written word this means... Our language leans into unity, inclusion

in God — not with rigid certainty, but with grace-filled openness. Our

and reconciliation — building trust with words that invite rather than

tone is calm, humble and grounded, inviting others to explore faith

divide. With a tone that is courageous, empathetic and relational, we

with honesty and safety. The language we use honors the journey —

write in a way that is curious and open-hearted, creating space for

embracing both questions and convictions as sacred steps in a deeper

honest dialogue and honoring diverse perspectives.

walk with Christ.

4.

2.

B O L D LY S E N T

D E E P LY R O O T E D In written word this means... Our tone is active, hopeful and mission-

In written word this means... Our tone is steady, warm and

driven. We write in a way that sparks movement and reflects our

communal. We write in a way that reflects strength drawn from

calling to embody faith in action. Our language is forward-looking,

Scripture and our shared history as a connected people. Our words

filled with urgency and purpose, encouraging others to join God’s

should feel like coming home — dependable, nurturing and deeply

transformational work in the world.

connected to who we are and where we’ve been.

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OKUMC

A P P L I C AT I O N

Messaging

Writing Style

The language and content used to convey a brand’s value

The specific writing style and guidelines used to maintain

proposition and personality. Language that conveys your

consistency and convey a brand’s personality and messaging.

brand’s value proposition would include: • We are grounded in faith and guided by grace.

• We don’t just speak love — we live it, in our communities and around the world.

• We lead with compassion and build bridges in the face of uncertainty and doubt.

DON’T • Use passive voice.

• Overcomplicate with unnecessary words.

• Bury the main point.

• Use insider buzzwords, jargon or “churchy” language.

• We walk into discomfort to foster real connection and unity.

DO

• We show up — in crisis, in celebration and in everyday

• Use active voice.

ministry.

• We are sent people, moving boldly in response to God’s call.

• We are Oklahoma United Methodists — resilient, faithful and filled with hope.

B R A N D S TA N D A R D S G U I D E

• Choose common, direct language.

• Be bold and concise.

• Write with purpose — know why you’re writing and who you’re writing for.

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A P P L I C AT I O N

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OKUMC

A P P L I C AT I O N

B R A N D S TA N D A R D S G U I D E

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© 2025 OKLAHOMA CONFERENCE OF THE UNITED METHODIST CHURCH. All Rights Reserved.

FOR INTERNAL USE ONLY. CONFIDENTIAL & PROPRIETARY. May not be reproduced or distributed without written permission of the Oklahoma Conference of the United Methodist Church.