branding + design standards

The city is always changing. Traffic swells, leaves collect in the gutter, roads get a shiny new asphalt face. Our landscapes look different, season to season and day by day.

On our journey with Jesus, we, too, are portraits of constant change.

Downtown Church is a community of unfinished people in pursuit of truth. As we seek God and serve our neighbors, we strive to reflect the beautiful kingdom of God in Columbia. We believe our story is bigger than Sunday mornings — it’s happening all over our city as we share our individual journeys of faith. Rooted in the richness of our Presbyterian tradition, we worship together with joy.

Christ called us to a life of change. It is our hope to always look different.

CONTENTS

brand essence

brand promise

brand attributes

identity

logo variations

logo with tagline

use with photography

color

typography

scale + repetition

kaleidoscope

an ever-changing, multi-dimensional reflection of the beautiful kingdom of God

brand essence

We are a dynamic community of believers striving to reflect

the kingdom of God in Columbia.brand promise

brand attributes

OPEN

INTEGRATED

UNFINISHED

CURIOUS

We welcome all people from all places, wherever they are on their life journey.

brand attributes

OPEN

We are a part of Downtown Columbia and follow Christ by serving and interacting with our neighbors. We strive to shape culture as it shapes us.

INTEGRATED

brand attributes

We are a work in progress, committed to following Jesus.UNFINISHED

brand attributes

We ask honest questions and find God as we seek answers.CURIOUS

brand attributes

identity

downtown church is a vibrant community of believers striving to reflect the kingdom of God in Columbia. Our logo tells the story of who we are. The mark’s imperfect, kinetic shapes interact with color and negative space to express a sense of modern spirituality. Like our church community, the mark changes every time you look at it. Different perspectives uncover different meanings.

Shapes are arranged to create a cityscape that speaks to the movement and diversity of downtown; on another layer, the pattern and color of those shapes reflect the ever-changing beauty of stained glass. City blocks of negative space interrupt the buildings, highlighting the illuminations we find at life’s intersections. Shapes are not equal in size and alignment, emphasizing the uniqueness and unfinished nature of each individual’s life journey.

Downtown Church welcomes all with grace. The muted yet lively colors of our identity reflect an environment of peace and diversity. As a whole, the logo is multi-dimensional and layered with meaning — just as our community strives to be.

cityscape and buildings, reflecting the dynamic downtown areanegative space

representing intersections

colorful and kinetic shapes creating the buildings are meant to reflect the movement, change and diversity within the downtown community and also the visual aesthetic of stained glass

logo variationslogo variations

grayscale logotype only black logotype only

grayscale version

grayscale version without logotype

100% black version

color version without logotype

tagline

grayscale logotype only with tagline black logotype only with tagline

grayscale version with tagline black version with tagline

logo with tagline

color version with tagline

color logo without type applied to black and white photography

use with photographyuse with photography

logo shapes used to create a “window” effect

typographySeria Sans is geometric typeface that reflects modern and functional design. The uppercase W employs an extended intersection at the apex in the center, reflecting the shapes in the logo. Seria Sans should be used as the primary typeface for all Downtown Church material. The Seria Sans family can be purchased at www.fontshop.com.

r e g u l a r

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 1 0

b o l d

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 1 0

c a p i t a l s

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 1 0

i t a l i c

A BCDEFGH I J K LMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u vw x y z1 2 3 4 5 6 7 8 9 1 0

c

m

y

k

4

32

91

o

c

m

y

k

2

12

96

0

c

m

y

k

0

0

0

38

c

m

y

k

22

0

9

0

c

m

y

k

14

4

85

0

color

r

g

b

242

178

50

r

g

b

251

216

26

r

g

b

194

227

228

r

g

b

r

g

b

162

164

166

226

220

73

The logo can be cropped and scaled (proportionally) to create new and dynamic views of the city. Focusing in on the logo shapes without type maintains the style and feel of stained glass and intersections but also allows the logo to be used in an ever-changing system.

scale + repetition

This pattern is created by overlapping and scaling the logo and changing random opacities throughout the pattern. The pattern is more dense in the center (to reflect the city) and becomes less dense toward the edges (like the suburbs). There should always be an actual intersection from a map of downtown columbia on top of the pattern in white.

This pattern could be scaled or cropped for use in: web design, applied to t-shirt, banner design or any printed material that is in need of a bold visual pattern.

scale + repetition

top

middle

scale + repetition