BRANDING GUIDLINES

Whitewater “voice”

o All content written and visual should represent the heart of the church. It should carry a tone of

“realness”, no-nonsense, and simplicity. A little bit of humor should be used when appropriate. No

outdated, “churchy” language should be used anywhere (namely external marketing). Always look for

the most simple way to say what you want and be sure to answer the question “Why” as much

as the “What”.

Target audience

o Location: Those that live within a 30 minute radius for all on-campus communications.

Online audience is unlimited.

o Ages: Generally speaking, outside communications will be written loosely with the 19-29 year old in mind.

(Visionary Goal 5.4) This is also the most difficult age range to attract and assimilate into the church so

more effort must be given. Of course, the communication must match the target audience in every other

given situation respectively (children, teens, just women, etc.)

o Gender: Male. Same reasoning as above.

o Religious Background: Non-practicing, cultural Catholic. This means providing a steady balance of

familiarity of the Catholic experience in some worship elements, but also recognizing that what attracts this

demographic to Whitewater is the difference between Religion and Relationship.

o Culture: All communication must be sensitive to all ethnic and cultural backgrounds. This should be

done in a natural way, and not overtly written for one race or culture.

Key marketing messages

o “We exist to help people find hope in Jesus and a home in His local church.”

o Shortened: “Hope in Jesus”

o “Relationship, not a Religion”

Logo

o Logo should be used only in formats approved by the Communications Team.

o Any re-sizing should be done without distorting or altering the ratio (1:1 for graphic alone).

o All printed forms of the church logo shouldrinted in CMYK color space as determined by the

Whitewater style guide. It is preferred that printing be done only on the church’s printers to ensure quality

and consistency (especially when being printed in color)

o Native files should be used when creating content to be printed (.ai /.pdf /.eps) Other formats may be

used when being displayed digitally (.jpg /.psd /.png)

o The logo may be printed and displayed digitally in Black and White when necessary to the integrity of the

design or for economical reasons.

Communication / Marketing Plan

LOGO BEST PRACTICES

Communication / Marketing Plan

Full Color / Full Layout

Full Color / Graphic Only

Full Color / Concise Layout

Full Color / Concise Layout / Brown Text

Cordia New Regular Font

Cordia New Bold Font

Grayscale / Graphic Only

STYLE GUIDE

Overview

o Overview: All fonts, colors, justifications, layouts, and images should represent the natural, simplistic, real

way we want to communicate Jesus to our audience. Negative space and simple layouts create a sense

of openness. The message (Gospel) we have must be effectively communicated above all else.

Details

o CMYK Colors: Primary - Blue (#387888), Primary - Brown (#4A3714), Secondary - True Black (#000000),

Secondary - Red (#AD1F23)

o RGB Colors: Primary - Blue (#357989), Primary - Brown (#4A3714), Secondary - Black (#000000),

Secondary - Red (#AD1F23)

o Fonts - All church-wide, static communication should use the following fonts:

• “CordiaNewRegular”:shouldbeusedasadefault.Thisisthefontinourlogo.It’sthinlines,but

soft curves give it a modern feel but still in keeping with the natural tones and elements in our

design.

• “CordiaNewBold”:canbeusedforcertaintitles.

• “TimesNewRoman”:maybeusedwhenlargeamountsoftextisneeded.

• Generalavoidancesforallnon-staticcommunications:seriffontsfortitles,roundedstylefonts

such as Comic Sans, unusual and over-used fonts such as Papyrus, any fonts that could

potential distract the audience from the desired message. “Italicized” should only be used when

grammatically necessary (i.e. referring to a book title)

• AllCapsshouldonlybeusedintitlesorshortsentences.

• Alllower-caseshouldbethedefaultforallstaticcommunicationtomatchthelookandfeelofthe

logo.

• LeftorRightJustificationshouldbethedefaultforallnon-titletext.Centerjustificationshouldbe

used very sparingly on non-title text.

• Nofulljustification.

• Defaultbodytextsizeforprinted(non-outdoor)communicationshouldbe10pt.

o All static church-wide communications should exactly match the style guide.

o All adult ministries should also adhere to the style guide, but with more freedom depending on the

audience.

o Children and Teen ministries should loosely follow the style guide, but with great freedom to customize

based on the need or audience. If the audience is the parent then the style guide should be followed more

strictly. If the audience is the child then the style guide can be followed more loosely.

o Sermon series should loosely follow the style guide, but with freedom to customize based on the vision of

Communication / Marketing Plan