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Centenary Brand Guidelines Property of Centenary United Methodist Church

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Brand Guidelines | Centenary United Methodist Church

Branding This identity guideline is a tool designed to project the image, values, and aspirations behind the brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. Every participating institution is responsible for representing or coordinating the use of the brand along with an individual institution’s brand.

“Let your words be the genuine picture of your heart.� - John Wesley

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Contents

01 THE LOGO The Logo and its usage

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Black, white and grey scale

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Logo construction and clearspace

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Minimum logo sizes and incorrect uses

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02 TYPOGRAPHY The primary & secondary font

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Typography and hierarchy

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03 COLOR SYSTEM The Logo color palette

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Secondary color palette

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The moodboard

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04 THE STATIONERY The letterhead

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The business card and envelope

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Brand Guidelines | Centenary United Methodist Church

Logo Design

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01 Our logo is the keystone of the brand system and one of the most valuable assets. Proper usage will ensure better brand awareness. 1. The logo and its usage / 2. Black, white and gray scale / 3. Logo layout + clearspace / 4. Mininum logo sites and incorrect uses

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Brand Guidelines | Centenary United Methodist Church

The general logo The corporate logo is

The logo and usage

presented through the

The icon

use of colors, shapes and typography.

The word mark

The brand colors are a

The tagline

fresh green combined with a dark powerful blue.

The Centenary logo combines three elements: wordmark, tagline and the icon as a graphic element. These elements should never be changed unless when using an alternate lockup. Position, size, and color, along with the spatial and proportional

Primary logo

relationships of the Centenary logo elements, are predetermined and should not be altered.

DARK VERSION

LIGHT VERSION

A variant of use when the background is

A variant of use when the background is dark

light colored.

colored.

The logo + tagline combination should be used sparingly and only when the tagline is legible. And in situations when there is a need to reiterate Centenary’s industry and affiliation.

Used consistently, these elements will reinforce public awareness of Centenary.

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100% black

Black, white and grayscale Sometimes, often due to production costs, only one color of ink is available and so the Logo must be reproduced using only one color. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light color type on a dark background or in a dark color type on a light background. The logotype and the symbol must be clearly distinguishable from the

70% black

background color.

Please use Centenary’s Logo palette when possible, using black or white if necessary.

100% white

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Brand Guidelines | Centenary United Methodist Church

FULL LOGO AND LOGO ICON

Logo Layout To enhance hierarchy, the Centenary logo requires serperation from the other elements around it. The space required on

1.9 x

Whenever you use the logo, it should be surrounded with clearspace to ensure its visibility.

all sides is roughly eqivalent to the wordmark and tagline heighth of the logo type. It should never be less than that. The logo must always fit into the clearspace area and can not be

1/2 x

1/2 x

1/2 x

intervened by other graphical elements which could hinder legibility of the brand.

.96 x

Use your judgement when placing text or pictorial figures in the vecinity of the logo. This may have a strong impact or impression within the layout. Use your graphic elements to emhance the hierarchy of the logo and a a clear layout message.

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1/2 x

1/2 x

If you use the logo icon as a single object, it will also needs clearspace all around.


MINIMUM LOGO SIZES

LOGO

SYMBOL

ICON

For digital uses the minimum recommended size for the standard logo is 120 px. This is the smallest

The Centenary logo does not have

size apart from when using an ICO

a predeterminded sizes. Scale and

(Microsoft icon format file). The size

proportion should be determined

for the ICOs is 16 px.

by the available space, function and visibility. In print the minimum recommended size is 1” width, for the symbol it is .5” width.

1”

.5”

16 px

LOGO: INCORRECT USE Please note: The logo cannot be changed. Although creativity is appreciated please do not alter the logo in anyway. That includes using the image file for the icon and adding

DON’T rotate the logo

DON’T add a drop shadow

DON’T rearrange elements

DON’T stretch the logo

Don’t mix colors

Don’t use different colors

DON’T outline the logo

DON’T add gradients

the name next to it with a font or adding strokes to text etc. Please use the logo files provided with this packet scaling accordingly for all your layout needs.

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Brand Guidelines | Centenary United Methodist Church

Alternate Logo Lockups Alternate logo mock ups can be applied when spacing restrictions restrict the use of the primary logo-mark.

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Brand Guidelines | Centenary United Methodist Church

Typography

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02 Typography is 95% of design – it’s a driving force in all forms of communication art 1. The primary and secondary font / 2. Typography and hierarchy / 3. Character and paragraph styles

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Brand Guidelines | Centenary United Methodist Church

Primary font Montserrat DESIGNER: JULIETA ULANOVSKY Montserrat was inspired by pre-digital posters and signage in the Montserrat neighborhood in Buenos Aires. The font carries on the simple, yet long-lasting qualities the historical signs and posters shared, making it a versatile and practical typeface. A monospaced font it lends itself to constructing balanced words and layouts. Montserrat is a free font under a libre license, the SIL Open Font License. As part of the Google Fonts Library it is easily accessible to virtually anyone and can be seamlessly integrated to a website.

This sans serif font comes in 18 weights. Centenary’s brand recommended use is two, regular and bold.

Montserrat THIN

MEDIUM ITALIC

THIN ITALIC

SEMI-BOLD

EXTRA-LIGHT

SEMI-BOLD ITALIC

EXTRA-LIGHT ITALIC

BOLD

LIGHT

BOLD ITALIC

LIGHT ITALIC

EXTRA-BOLD

ITALIC

EXTRA-BOLD ITALIC

REGULAR

BLACK

MEDIUM

BLACK ITALIC

Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_ 14


Bitter REGULAR ITALIC BOLD BOLD ITALIC

Secondary font Bitter DESIGNER: HUERTA TIPOGRÁFICA (COLLABORATIVE ARGENTINIAN TYPE FOUNDRY) A “contemporary” slab serif typeface for text, it is specially designed for comfortably reading on any computer or device. Based on a pixel grid, with rational rather than emotional principles. It combines the large x-heights and legibility of the humanistic tradition with subtle characteristics in the characters that inject a certain rhythm to flowing texts. Bitter has little variation in stroke weight and the Regular is thicker than a normal ‘Regular’ style for print design. This generates an intense color in paragraphs, accentuated by the serifs that are as thick as strokes with square terminals.

This serif font is available in four weights. Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!Ӥ$%&/()=?;,.:-_

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Brand Guidelines | Centenary United Methodist Church

Web Hierarchy

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Example

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Brand Guidelines | Centenary United Methodist Church

Print Hierarchy

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Example

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Brand Guidelines | Centenary United Methodist Church

Color System

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03 With 93% of customers influenced by colors and visual appearance, make sure you pick the right colors for your company. 1. The logo color palette / 2. Alternate color palette

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Brand Guidelines | Centenary United Methodist Church

100%

Color Palette

PRIMARY COLOR TWILIGHT SKY

80%

COLOR CODES CMYK 100 / 35 / 0 / 49

60%

(choice for icon)

RGB

0 / 92/ 143

HEX #074675 40%

PMS

7693 C

PMS

2187 U

The following palette has been selected for use in Centenary’s material. Lighter tints of these colors are

20%

also allowed. The Logotype + background may only be used with a 100% tint.

100%

The primary colors include a spring green and a dark blue, that embodies the welcoming nature and established force that is Centenary in our community.

A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.

PRIMARY COLOR SPRING GREEN

80%

CMKY 78 / 0 / 42 / 0 60%

(choice for icon)

RGB

116 / 183 /144

HEX #74b790 40%

20%

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COLOR CODES

PMS

2249 C

PMS

2249 U


ALTERNATE COLOR

COLOR CODES

White

CMKY 0 / 0 / 0 / 0 RGB

255 / 255 / 255

HEX #ffffff

Alternate Palette The color palettes include specifications for Pantone colors on coated stock (C) and uncoated stock (U). When reproduced using the four-color process (CMYK), and when creating digital material (RGB).

SECONDARY COLOR

COLOR CODES

Black

CMKY 75 / 68 / 67 / 90 RGB

0/0/0

HEX #000000

The alternate color palette is a cost effective option to our official colors. These neutral colors are not the most recognizable identifiers for Centenary, primary colors should be use as budget allows.

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Brand Guidelines | Centenary United Methodist Church

Stationery

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04 When it comes to developing the stationery, consistency using design elements is the key for all layouts and designs 1. The letterhead / 2. Business card and envelope

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Brand Guidelines | Centenary United Methodist Church

8.5” 1” .5”

.75”

~1”

Letterhead Our stationery is one of the most widespread forms of contact for business and corporate communications. Clean and simple, Centenary’s stationary is design to align the established our visual system. The letterhead features the logo in the top left corner with the business contact information on the opposite site.

Dimensions: Letter (8.5”x11”)

Paper: 24# bond .5” .5”

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BUSINESS CARDS The business card will be used for all official contact and communication Centenary.

Dimension: 2� x 3.5

Print: 14 pt glossy white stock

ENVELOPES The envelope will be used for all official contact and communication Centenary.

Dimension: #9 envelope

Print: 24# offset white paper

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Brand Guidelines | Centenary United Methodist Church

Typography and hierarchy

Main title: Montserrat display 60 pt bold

Title Heading 1: Montserrat display 48 pt regular

Size is the simplest way to create contrast between different typographic elements in your design. With three levels of typography, the font size generally starts out largest on top (level one; your most

Headline one

important information) and decreases in size as you move down the page.

Heading 2: Bitter display 30 pt italic

Layout, for both print and screen, is one of the most

Headline two

important aspects of graphic design. Designs that extend across multiple pages or screens, whether containing large or small amounts of type, must be carefully controlled in a way that is enticing and is easy for all to access.

Here are some of the most common tiers for the designs.

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Heading 3: Montserrat 24 pt italic

Headline three Heading 4: Montserrat 14 pt regular

HEADLINE FOUR


Character & paragraph styles BASIC TEXT BOLD UPPERCASE

Basic text italic

Basic text regular gray

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Profile for Work + Play

Centenary Brand Guideliness  

Passion project created for Centenary United Methodist Church. The brand aims to reinforce the longevity and steadfast nature of Centenary U...

Centenary Brand Guideliness  

Passion project created for Centenary United Methodist Church. The brand aims to reinforce the longevity and steadfast nature of Centenary U...

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