Brand Identity Standards Guide - North Way...Brand Identity Standards Guide North Way Christian Community Rev. February 2018 Page 3 YOUR PARTICIPATION IN ADHERING TO THE STANDARDS

Brand Identity Standards GuideRevised February 2018

Brand Identity Standards Guide North Way Christian Community

Rev. February 2018 Page 2

TABLE OF CONTENTS

Brand IdentityOverview 3Logo Usage 4Mission Statement 5Primary Color Palette 8Secondary Color Palette 9-10North Way Kids Palette 11Single Color Logos 12Non Interference Areas 13Positive Logo 14Reverse Logo 14Incorrect Logo Usage 15Tree Graphic 16Wordmark Usage 17Typographical Font Library 18

StationeryOverview 19 Letterhead 20 Business Card 21Envelopes 21Notecard 22

SignageOverview 23

eNewsletterOverview 24

Brand Identity Standards Guide North Way Christian Community


YOUR PARTICIPATION IN ADHERING TO THE STANDARDS DEVELOPED IN THIS GUIDE WILL PROVIDE A SUCCINCT MARKETING EFFORT TO OUR VARIOUS AUDIENCES.

This identity defines graphic standards for the correct use of the wordmark and tree icon. Proper treatment of the marks associated with this identity keeps our position strong and continues to build equity value.

Your compliance with the North Way Christian Community identity standards is critical. To assist you, this guide will be available via PDF files and should be referenced whenever it is necessary.

This guide illustrates and explains the required standards for applying all versions of the logos and other graphic elements. In addition, this guide provides guidelines for stationery elements and signage.

Brand Identity North Way Christian Community


NORTH WAY CHRISTIAN COMMUNITY LOGO USAGE

Campus/Venue Identities

The NW logo represents the high level visual identity for all use and communications. The only instance in which the NW logo can be altered is when it is used as an identity mark for a NW campus location, as shown in the examples below the main campus logo.

It is important to maintain the consistency that has been established for this identity system. Any modification to the graphic style, color schemes, positioning of elements beyond what is outlined in the pages of this guide is prohibited.

As you begin to develop any/all materials where these logos will be used, a file copy should be submitted to Communications for approval prior to final execution.

North Way Logos are availablefor download:northway.org/communication-requests

Other ministry logos can be found on /share/Communications/Projects/Communications Projects/PRINT PRODUCTION/Logos.

EAST END

DORMONT BEAVER VALLEY



NORTH WAY CHRISTIAN COMMUNITY MISSION STATEMENT

Fonts

Spacing

Size

Color




Main Photo

Alternate Photos




Photo Banners

Color Banners

A C H U R C H T H AT L O V E SP E O P L E W H E R E W E



The banners should always be hung in sets of three, with the same three North Way

brand colors to promote consistency among various campus locations.

C100 M43 Y0 K65 C25 M0 Y80 K30 C100 M0 Y44 K0



PRIMARY COLOR PALETTE

The primary color family used in all marketing collateral (when color applications are being used) is represented to the right. Dark Blue is to be used as the base color of all 2-color applications whenever possible.The information to the right lists all of the necessary equations for achieving accurate color reproductions.

Offset Printing

PANTONE MATCHING SYSTEM® (PMS) uses factory mixed inks for accurate color matching when printing on an offset press or silkscreening. The PMS colors represented in each color bar should be used whenever possible as they will reproduce more accurately and consistently. Always reference PMS swatch books/color chips for an accurate color match. Do not reference your monitor or print outs of this manual. When PMS inks are not possible, use the CMYK builds for use in 4-color-process offset printing.

Electronic Display

The RGB formulations provided should only be used when the final design will be displayed on a computer screen. Examples include: PowerPoint, web sites and announcement slides displayed during services.

North Way’s Color Paletteis available for download:northway.org/communication-requests

NORTH WAY CHRISTIAN COMMUNIT Y

Brand Ident i ty Standards Gu ide

PMS 7495 Green

CMYK: (4 Color Process Printing) C 25 : M 0 : Y 80 : K 30- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

rGB: (Electronic Display) r 147 : G 164 : B 69- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

rGB Web Color: (Electronic Display) # 93A445- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 5425 MediuM Blue



rGB Web Color: (Electronic Display) # 80A3B7- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 7421 BurGAndY



rGB Web Color: (Electronic Display) # 780032- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 7463 dArK Blue



rGB Web Color: (Electronic Display) # 00355F- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 1245 OChre



rGB Web Color: (Electronic Display) # d5A00F- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PRImaRY cOlOR PalEttE

The primary color family used in all marketing

collateral (when color applications are being used)

is represented to the right. Dark Blue is to be

used as the base color of all 2-color applications

whenever possible.

The information to the right lists all of the necessary

equations for achieving accurate color reproductions.

Offset Printing

PANTONE MATCHING SYSTEM® (PMS) uses

factory mixed inks for accurate color matching

when printing on an offset press or silkscreening.

The PMS colors represented in each color bar

should be used whenever possible as they will

reproduce more accurately and consistently. Always

reference PMS swatch books/color chips for an

accurate color match. Do not reference your

monitor or print outs of this manual. When PMS

inks are not possible, use the CMYK builds for

use in 4-color-process offset printing.

Electronic Display

The RGB formulations provided should only be

used when the final design will be displayed on a

computer screen. Examples include: Power Point,

web sites and animated designs displayed

during services.

Brand Identity

5



SECONDARY COLOR PALETTE

The secondary color family is to be used in multiple color applications to compliment the primary color palette. No other colors should be used with the primary color palette except what is listed in the secondary color palette unless first approved by Communications.



PMS 7529 GrAY



rGB Web Color: (Electronic Display) # d9CFC0- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

SEcONDaRY cOlOR PalEttE

The secondary color family is to be used in multiple

color applications to compliment the primary color

palette. No other colors should be used with the

primary color palette except what is listed on

pages 1.5 and 1.6 unless first approved by the

marketing department. PMS 3272 TeAl



rGB Web Color: (Electronic Display) # 00A29B- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 718 OrAnGe



rGB Web Color: (Electronic Display) # CB4F00- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 731 BrOWn



rGB Web Color: (Electronic Display) # 733e13- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 377 Green



rGB Web Color: (Electronic Display) # 719500- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Brand Identity

6



SECONDARY COLOR PALETTE(continued)



PMS 7447 PurPle



rGB Web Color: (Electronic Display) # 5B447A- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

SEcONDaRY cOlOR PalEttE cont’d

PMS 1805 red



rGB Web Color: (Electronic Display) # AF292e- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

PMS 675 MAGenTA



rGB Web Color: (Electronic Display) # B22873- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Brand Identity

7



NORTH WAY KIDSCOLOR PALETTE

PMS 424 GRAY



SINGLE-COLOR LOGO

A single-color NW logo will be used in certain applications where a single color is being used for reproducing the logo in printed collateral. The single-color logo can be reproduced in PMS 7463 Blue, black or white only, no other colors should be used.



LOGO NON-INTERFERENCE AREAS

When considering the amount of non-interference space that should be kept around the logo in order for it to display properly in any given application (ad, program, newsletter, etc.), using “x-height” is an easy way to maintain consistent spacing from one logo application to the next. The term “x-height” (or “x”) refers to the height of the capital “N” or “W” in the NW logo. (see example to the right). To keep from detracting from the integrity/visibility of the logo - a space no less than the x-height of these letters should be maintained around the logo when positioning text, photos or graphics near it. By developing a consistent non-interference space around the logo, it will ensure it always has proper prominence.



x

x

xx

x

x-height

Brand Identity

9



POSITIVE LOGOON COLOR BACKGROUND

The NW logo should always appear on a white or cream background only. It should NEVER be placed on a background that would detract from its integrity or visibility. There may be a rare instancewhen the logo will need to print on a color background other than white or cream. In this instance, a sample of the proposed layout MUST be submitted to Communications for final approval.

REVERSE LOGO ON DARK BACKGROUND

There will be instances when the NW logo will need to placed on a dark background.



INCORRECT LOGO USAGE

To maintain brand equity, the examples to the right show various examples of how the logo should not be reproduced. These are just examples, any and all situations that raise the question should be forwarded to Communications for approval prior to final production. As an example, the logo below has been approved by Communications.



TREE GRAPHIC NON-INTERFERENCE AREAS WHEN USED AT FULL STRENGTH

As with the NW logo, a consistent amount of non-interference space should be kept around the tree graphic in order for it to display properly in any given application. Maintaining a space no less than “y” (which, in this case, refers to the width of the middle 2 branches of the tree graphic) around the tree graphic when positioning text, photos or graphics near it will ensure that the tree graphic will always be given proper prominence.

A light screen of the logo can be used in certain applications with type or graphics positioned over top. These situations are applicable only when the full logo is represented in the overall communication.

Signage and video are exceptions to this “standard” rule.



WORDMARK USAGE

The main campus NW wordmark can print in PMS 7463 Blue or Black only, use of any other color beyond this is prohibited. The same color specifications apply for any single-color campus wordmark. For 2-color campus wordmarks, PMS 7463 Blue and PMS 7495 Green are only to be used.



TYPOGRAPHICAL FONT LIBRARY

The identity consists of two font libraries:

• Adobe Jenson Pro• Frutiger

These fonts should be used in any North Way communication.

North Way’s fonts can be downloadedat northway.org/communication-requests

Adobe Jenson Pro LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Adobe Jenson Pro RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Adobe Jenson Pro SemiboldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Adobe Jenson Pro BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Frutiger 55 LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Frutiger 55 RomanabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Frutiger 65 BoldabcdefghijklmnopqrstuvwxyzABCdeFGhiJKlMnOPQrSTuVWXYZ1234567890

Stationery North Way Christian Community


OVERVIEW The NW letterhead is an integral part of the overall NW identity. As such, it is subject to the specifications as outlined in this section.

The standard colors for NW letterhead includes a two-color palette (PMS 7495 Green and PMS 7463 Dark Blue, both at various percentage levels).

The printer specifications for producing all letterhead related items as outlined in this section should be closely followed at all times.

North Way campus letterhead and business envelopes can be downloadedat northway.org/communication-requests

To request business cards, complete agraphic design and/or print request available at northway.org/communication-requests

To request notecards and corresponding envelopes, send a print request availableat northway.org/communication-requests

The stocks used for printing stationery items are as follows:

LETTERHEAD: 24 lb. Navigator

ENVELOPES: Cougar Opaque, Bright White Smooth

BUSINESS CARD: Cougar Opaque, Bright White Smooth

NOTECARD: Cougar Opaque, Bright White Smooth



LETTERHEAD



BUSINESS CARD

ENVELOPES

LIVE, WORK & PLAYA CHURCH THAT LOVES PEOPLE WHERE WE

Name [email protected], if applicable xxx.xxx.xxxx (Cell) 724.935.6803 ext. xxxx (Office)

__________ CampusStreet Address

City, State ZIPnorthway.org

LIVE, WORK & PLAYA CHURCH THAT LOVES PEOPLE WHERE WE

Name xxx.xxx.xxxx (Cell)[email protected] 724.935.6803 ext. xxxx (Office)

__________ CampusStreet Address

City, State ZIPnorthway.org



NOTECARD

Signage North Way Christian Community


WAYFINDING SIGNAGE

Keeping all signage consistent is another important step to the overall NW branding initiative.

These examples show various signage configurations. While the sizes may vary, the overall look of all signage is the same. Note that all colors, fonts, and graphic treatment of the “tree” icon are consistent in all examples.

All signs were produced at:Photographic Reproductions1135 Pittsburgh StreetSpringdale, PA 15144724.274.4090

To preserve consistency, all future signage orders should be placed with this vendor. If circumstances dictate that another vendor be used, a signage sample should be produced by the vendor to assure consistency (identical color outputting/materials/ finishes, etc.) with existing signage before proceeding with and completing any order.

eNewsletter North Way Christian Community


ESTABLISHING BRAND IDENTITY IN NORTH WAY’S ENEWSLETTERS

Logo: Include the NW logo in the same place each time.

Colors: It is best to use two -- nomore than three -- colors from the NW Color Palette.

Fonts: Select a font or two at maximum for your text. Use a font that everyone has on their computers, such as Arial, Times New Roman, or Verdana, for the greatest readability.

Add links to increase NW brand identity awareness (e.g., website, facebook, twitter, etc.).

Comply with CAN-SPAM: In 2003, the U.S. Congress passed the CAN-SPAM Act. The law requires that every email message include an unsubscribe link and the physical address of the sender.

Documents

Brand Identity Standards Guide - North Way...Brand Identity Standards Guide North Way Christian Community Rev. February 2018 Page 3 YOUR PARTICIPATION IN ADHERING TO THE STANDARDS