Inflatable Question Mark Usage Guidelines Version 1.0 May 2015
Welcome to the Alpha Inflatable Question Mark Guidelines. One Alpha, Many Contexts.
Why one Alpha?
Alpha has one single identity visually represented by a question mark logo. Although Alpha is run in many contexts, for example in a church, a prison or school, the logo remains the same.
One Alpha means that wherever you are in the world, a person’s experience of Alpha is the same.
Alpha’s brand identity is articulated both visually and in our tone of voice. These are explained further in this document.
When we apply the branding consistently in our location, there is less confusion or lack of recognition. A simple and consistent articulation helps present Alpha as a trusted brand, which is important for anyone who interacts with us, whether it is an Alpha guest, an Alpha office staff member or a church leader.
What is my role if I use the Alpha inflatable question mark? We consider anyone using the Alpha brand identity to be a brand guardian. You are responsible for protecting the integrity of Alpha through brand application, as laid out in these guidelines. You are sharing Alpha not only locally, but also as part of one global team, working for the same goal – the evangelization of our nations and the transformation of society.
How to use the Alpha Inflatable Question Mark: 1. As a conversation starter The question mark is first and foremost a tool to start conversations about questions that people have about life, God and faith.
Always start with a dialogue. Avoid inviting to Alpha right away. • We all have questions & Alpha is about creating a safe place to ask questions. • Start a conversation with a question: “What’s your question about life?” If someone asks, “What is Alpha?” one response is, “Alpha is an opportunity to explore life and the Christian faith in a friendly, open and informal environment.” If you want to hand out an invitation to Alpha, it is best to have a conversation first and then follow up with an invite if they seem to be genuinely interested.
Maintain the DNA of Alpha when holding the question mark. Be friendly, non-judgmental, nonthreatening and welcoming, • No question is wrong, weird or out of bounds. There may be some who test you to see if they would feel safe on Alpha. Remember to use a broad response such as, “That is an interesting question” or “I have never thought of that before.”
Go to places where there are already a lot of people. Think of places where people gather where there will be a wide variety of questions and points of view. • Be present and ready to have a conversation.
Be prepared. At a booth or event, inflate the question mark when you are prepared to answer questions and dialogue with others—remember this is a conversation starter.
How to use the Alpha Inflatable Question Mark 2. On social media The opportunity is great. Through social media we have the opportunity to join a global conversation about Alpha. Social media connects us more quickly and easily than ever before to the other 169 countries running Alpha. Content is key on social media. Social media is full of noise, so it’s important to post something that stands out. The last thing you want to do is just add to the noise. Through social media, we want to: • Invite the world to #TryAlpha. • Provide content that people who know and love Alpha will want to share with their friends. • Get people talking about us, so more people will find out about Alpha. • Get people to engage with us. • Keep people up to date on what’s happening. • Inspire and encourage them with powerful stories of how God is working. • Build relationships and make connections with people. • Avoid “Christianese” language that might be considered odd or confusing to someone outside of the church.
Platforms and Hashtags At Alpha USA we are focused on 3 primary social platforms: Facebook, Twitter and Instagram.
We build our content and campaigns around the following hashtags: #TryAlpha, #RunAlpha and #YouthFilmSeries.
Things to consider when posting an image • The word Alpha should be visible, readable with the dot for the question mark on the right side. • Alpha is all about PEOPLE—any time the question mark is being used for a video or photo, be intentional to have it be held by a person. • Photograph the question mark around your regional landmarks/ famous street signs. • Try to find unique places to video/photograph – picturesque, photogenic. • Selfies with the question mark are encouraged. • If people are receptive, take a picture of the question mark with passersby and post it with their question (first name only and hometown—but make sure to ask permission first). • Include #TryAlpha or #RunAlpha, and tag us in the post @ AlphaUSA. • You can even share it with us directly: marketing@alphausa.org.
A few obvious cautions • Treat the question mark carefully (Note: It is not a toy. If it pops, rips or breaks we will not replace it). • Do not show political or ideological favoritism based on where the photograph of the question mark is taken. • Do not promote or post any image that could be construed as offensive, inappropriate, or crude.
Our Creative Values A final thought on the creative words that shape the Alpha voice. Let these words inspire you as you think about how to best use the question mark to start a conversation about life, faith and God.
Integrity
Honest Unified Holistic Environmental
Simple
Pure Functional Effective Minimal Clever
Emotive
Moving Playful Expressive Fun Life-changing
Beauty
Kalos Beautifully designed Stylish Refined Brilliant
Bold
Innovative Iconic Audacious Eye-catching Relevant