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sermon works Brand Guide

What is a Brand?

How to use this Guide Our Mission Our Vision

Table of Contents

Our Values

Personality & Voice Logos



Quick Copy Guide Sermon Works Brand Guide | Winter 2019

A brand is not a logo A brand is not a service A brand is not who we say we are

What is a Brand?

A brand is who everyone else says we are A brand is a person’s gut feeling about a product, service, or organization. Brands are defined by the people experiencing them, not the people “managing” them. This means that our brand is our best practice and our worst practice, our best day and our worst day, our best work and our worst work. The perception of a brand varies from person to person. We can’t control it. But we can influence that gut feeling through excellence and consistency. That is

Sermon Works Brand Guide | Winter 2019

why this guide exists

How To Use This Guide The design team at Sermon Works exists to serve you in crafting content and visual communications that match the excellence of the message we are presenting. Learning the “how” and “why” of our brand standards, the right way to use our logo, the font you should use when writing a letter, the preferred way to write leadership titles, and even why we don’t write a “th” at the end of September 24 will help you become a capable brand ambassador, and be able to help us cohesively represent the vision God has given us. If you have any questions or something isn’t clear please reach out to us at Thank you!

Sermon Works' mission is to help ministries reach those far from God, so they can become closer to Him in Christ.

Sermon Works' vision is to help churches focus on people

We don’t maintain we multiply

We think inside the box

Our Values

We are constant learners

Jesus at the Center

We are all in. Sermon Works Brand Guide | Winter 2019

We believe big, but start small

We will not settle

Who We Are We are a group of Christ-loving creatives who long to see the world know the name of Jesus. We believe that God has called us to help the local church by taking their media to the next level. Through this we believe our vision of helping churches focus on people is accomplished.

We Are

Bold, Creative, Passionate, Active

Personality & Voice

We Are Not

Bland, Boring, Dull, Passive

How This Comes Across We are fun playful and passionate. We are serious about our work but like to have fun. Therefore our tone is professional with a splash (or a bucket full) of fun. So feel free to throw that emoji in your emial or add some slang in there -- just be tasteful :)

Sermon Works Brand Guide | Winter 2019


Our Logos

sermon works sermon works sermon works


Sermon Works Brand Guide | Winter 2019

Incorrect Usage.

Incorrect usage of the Sermon Works logo includes stretching, rotating, changing the color of the font or “S”. This also includes adding or subtracting from the logo. Please don’t modify the logo in any way outside of resizing it. If you have any questions about proper logo usage please email us at

sermon works Don’t stretch the logo

sermon works Don’t stack the logo and icon

s k r o w n o serm Don’t rotate the logo

sermon works Don’t change the color of the logo

sermon works Don’t stack the logo and icon

Don’t use an outline of the logo

Our Colors

Our bold colors reflect the same boldness and life that we desire to have as a brand. That said, please do not overuse these colors, but rather use them to tastefully compliment more neutral colors.

Sermon Works Brand Guide | Winter 2019





#4c79be R76 G121 B190 C74 M50 Y0 K0

#ebebeb R235 G235 B235 C7 M5 Y5 K0

#FFFFFF R255 G255 B255 C0 M0 Y0 K0

#000000 R0 G0 B0 C75 M68 Y67 K90


Helvetica is a great all-around font to use. We use it for both headings and main body text. In fact, the Sermon Works logo is made up of Helvetica. The only stipulation with this font is that we either use normal capitalization or no uppercase. We never go ALL CAPS.

AaBbCcDd1234 AaBbCcDd1234 AaBbCcDd1234

Our Fonts


AaBbCcDd1234 AaBbCcDd1234

Proxima Nova Proxima Nova is a great alternative to Helvetica. In many cases it is easily available for both print and web formats. Like Helvetica, it is a well rounded font that can be used for both headings and body text. The same restrictions apply to Proxima Nova as did Helvetica.

AaBbCcDd1234 AaBbCcDd1234 AaBbCcDd1234 AaBbCcDd1234 AaBbCcDd1234 AaBbCcDd1234 Sermon Works Brand Guide | Winter 2019

Quick Copy Guide How we say what we say is just as important as what we say. We want to present constancy and excellence in everything we do. It’s very important to make sure we are all on the same page with this, so here are a few common areas that can get confusing. Again, if you have any questions please reach out to us at


123 Main St. New York, NY 10001


Correct: 9am 10:30 & 11:30am 10:30, 11:30, & 12:30 pm Incorrect: 11AM 11 a.m 11 A.M


Correct: September 24 September 24, 2018

(Only include the year if it’s not the current year)

Incorrect: Sept. 24 September 24th September 24, ‘12


Correct: this, that, and the other Incorrect: this, that and the other

Phone Numbers Correct: (704) 555-555 Incorrect: 704-555-555 704.555.555

Exclamation Points

Use sparingly!!!!!! Let your message get people excited, not your punctuation.


Correct: Incorrect:

Numbers Spell out numbers one through nine unless in an address or phone number. 10 and above -- use numerals.

Semicolons Use them correctly. If you’re unsure then don’t use them.


In most cases use the first person (I and we) -- don’t speak at people, but help them understand that we are all in this together.

Periods/Spacing One space after a period. No double spacing. That just looks ridiculous.

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Sermon Works Brand Guide  

Sermon Works Brand Guide