Advanced Style Guide _Version 1.0
Hey friends, Here’s your guide to success as you adopt the Bethel Brand into your life. Feel free to kick back and take a scroll through this booklet to see how we think, speak and look.
how we
think.
Our Worldview
2
Why We Exist
3
Our Aim
4
Heart of the House
Index
1
5
Our Worldview
od
G
&
in a
8
G s i d o oo
d
Worldview
1
G ood Mo
1
IMPOSSIBLE
Worldview
nothing is
9
Worldview
1
10
Ever
ything was
FINISHED at the cross
&
we live from
VICTORY
1
is significant
Worldview
EVERYONE
11
Why We Exist
2
on Earth
Why We Exist
We exist to see His kingdom
as it is in
Heaven
13
Our Aim
3
encounters
Our Aim
Our aim is that everyone who walks through our doors
His
presence
15
Heart of the House
4 Freedom Signif icance Identit y
Supernatural
Individuality His Presence Lovers Passion Dreamers Purit y
Worshippers
Apostolic Team Family Relationship
Covenant Unexpected Movement ...can be messy
Life-Flowing
Heart of the House
Encounters Power Pursuit of more
17
how we
speak.
Audience
Tone
Index
Introduction
19
Greetings & Closings
Introduction
1 brand, this section will help you understand what we sound like. Since Bethel interacts with people across the globe, we want to be consistent in how we speak so we don’t confuse anyone (including
Introduction
Voice & Tone
Now that you have a feel for how we think as a
ourselves). It’s important to know what we sound like because our language naturally reflects what we believe. Our house is about passion and presence, heaven on earth, and we want to make sure these things ring loud and clear. This section will show us how to do just that. Shall we take a look?
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Audience
2 One of the key things in good communication is
They sacrifice to experience His tangible presence,
understanding your audience. When people feel
and are often marked by worship and hope.
like they’re understood, they feel loved and are
Remembering these things will help us connect
much more willing to listen.
meaningfully with our audience when we have
Our audience consists of a multitude of people
Audience
Our Peeps
something to say.
scattered across the globe. Despite different cultures and languages, people who listen to us have a few things in common. They are hungry, passionate and want more of the supernatural. They refuse to settle for what they haven’t seen, and know that with God, nothing is impossible.
23
Tone
3
If God’s in a good mood, our emails should be too.
Tone
Good or Grumpy
If there’s no grumpiness in heaven, there shouldn’t be any when we’re talking to each other or to those outside of Bethel. A local guy in Redding once shared that he found Bethel by “following the happy people” (not the grumpy folk).
25
Tone
3
26
Funny is Good
Because boring is very, very bad. And God is anything but boring. Now, we don’t need to break out our most embarrassing stories, but it’s okay to be funny. Don’t be afraid to lighten the mood if it’s relevant.
3
Tone
!!!!!!
Boring is bad, but so is the use of a massive amount of exclamation points. Please use them sparingly.
27
Tone
3
28
Short & Sweet
Let your yes be yes and your no be no. Not, “Yes for sure, that’s more than I ever could’ve dreamed of in a multi-million years!” We like passion. But in our communications, let’s think NIV, not Amplified.
3
Since we treat our readers as friends, our tone is very conversational. And where there’s
Tone
Casual yet Credible
friends, there’s always room for jokes and lightheartedness. But we’re just as passionate about excellence as we are about having fun. So feel free to relate casually to our audience as long as you make sure to consistently deliver a high standard of service.
29
Greetings & Closings
Like we said, we’re much more the comrade than the CEO. Since it’d be weird for friends to call each other by their last name, we don’t really say “Dear Mr. or Mrs. Franklin.” We’re more laidback. We have more of a “Hi Mary” or “Hey Jack, how’s it going?” approach. We address by first name only.
Greetings & Closings
Hi & Bye
4
In the same way, we usually don’t sign off with things like “Best wishes.” Our farewells sound more like, “See you at the conference!” or even “Thank you so much.” Even though we’re organized, there’s no corporation here. Just a group of people who really like God.
31
Greetings & Closings
4
32
Yays
Greeting :
Closing:
+ Hi
+ See you soon!
+ Hello
+ Have a great week
+ Hey friends
+ Thank you again
+ Hey there
+ Blessings
4
Greeting:
Closing:
+ Dear
+ Sincerely
+ Yo
+ Best wishes
+ Whaddup
+ Yours truely
Greetings & Closings
Nays
33
how we
look.
the mark manipulation backgrounds
Icons social
2 3 4 Type
Color
Photos
family usages
simple % secondary
shoots usage
Index
1 5
Logo
35
we’re
Modern, Classic, St ylish, Timeless
...Yet,CHILDLIKE.
Logo
+ the mark + manipulation + backgrounds
1 Meet our face to the world. The Bethel logo visually represents
Logo | the mark
everything we are and the culture we carry.
Bethel Movement We have two key arrangements for our Bethel logo. One is for the Bethel movement and the other for Bethel Redding.  The Bethel Movement logo stands alone without any further identification, as seen to your left. It’s easy to identify what logo we should
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use by asking who the audience is. If the document is going outside of the local church, it needs to have this logo on it.
1
Cities The Bethel “City” logo should be used course local church material.
1.
2.
REDDING
1. Redding, CA 2. Atlanta, GA
ATLANTA
3. Cleveland, OH 4. Valparaiso, IN
3.
39
4.
CLEVELAND
Logo | the mark
for local events, conferences and of
VALPO
1
City - Arrangments
Logo | the mark
If you’re tight for space, use the
40
secondary arrangement. Otherwise, it’s best to stick to our primary
1.
arrangment.
RE D D I N G
1. Primary City Logo 2. Secondary City Logo
2.
RE D DIN G
1
Campuses Expansion is fun. As your local have need for more campuses use
1.
2.
this format to get the word out. 1. Twin View Campus
TWIN VIEW
2. College View Campus (Main)
COLLEGE VIEW
3. Lake Campus 4. Collyer Campus
3.
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4.
LAKE BLVD
Logo | the mark
expression of Bethel grows and you
COLLYER
1 .25x min.
.25x min.
Space & Size The Bethel logo needs room to
.25x min.
Logo | the mark
breathe to make it stand out from other graphical elements such as typography, imagery and document edges. (x = logo hieght) Sizing is important because if the logo is too small it will be illegible. The smallest the logo should be is .5in high unless you are placing it on media products, then it can be scaled
.75x min.
down to .25in. Don’t worry, we know you’ll do great!
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.5” min.
.25” min.
1
Strapline This is the format for our movement either to suit your branding needs. The Bethel “City� logos do not have a stapline. Please refrain from adding your own however clever it might be.
On Earth as it is in Heaven. Bethel.org
Logo | the mark
strapline. Feel free to choose from
43 On Earth as it is in Heaven. Bethel.org
Logo | manipulation
1
Steer Clear 1.
2.
Being manipulated isn’t fun and our logo doesn’t have arms so it can’t fight back. Here’s some stuff to keep in mind so that we all have fun.
1. Making the logo look like the
REDDING
inside band of your favorite stretchy pants is not a good idea. 2. Elongating the logo upward is also “no bueno.”
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3.
4.
3. Tilting the logo so that it appears to be ascending is, unfortunately, not an option. 4. Upside down. Really?
Cool & Not Cool
1 4.
2.
5.
3.
6.
kind of organization; however, here are some exaples of what we think is cool and just plain bad. 1. White backgrounds are super cool! 2. Neutral backgrounds are also very nice!
Logo | backgrounds
1.
We’re not a rules and regulations
3. Say no thanks to gradients on the logo. 4. Levitation mode (logo drop shadows) isn’t cool. 5. Backgrounds that are visually cluttered or squished are an “epic fail.” 6. Resting the logo on yucky colors, gradients and/or patterns seems wrong... So not cool.
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Type
+ family + usages
Open Sans The Open Sans family is our primary set as our default font. Open Sans is our everyday modernesque typeface; it’s what we use for conversation.
Variations Light Regular Semibold Bold Extrabold Italics Condensed
(12)
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*%) 0123456789
Type | family
type family. This typeface should be
2
47
Type | family
2
48
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*%) 0123456789
Cardo Cardo is our secondary font. Why two fonts? Good question. Cardo is our formal font, which we will use on contract agreements, “coroprate briefs” and the like. Cardo is our business voice.
Variations Regular Bold Italic
(3)
2
Headline & Body If you want to make your docs look
1.
text by 12pts and type something amazing.
Headline
2.
Body Text
Headline Body Text
1. Every day writings Headline (Open Sans _ SemiBold) Body (Open Sans _ Light)
Type | usages
legit, vary the Headline and Body
2. Creative language Headline (Open Sans _ Condensed) Body (Open Sans _ Light) 3. Semi Formal Headline (Open Sans_ Regular) Body (Cardo _ Regular) 4. Super Formal Headline (Cardo _ Regular) Body (Cardo _ Regular)
3.
Headline Body Text
4.
Headline Body Text
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Color
+ color % + secondary
Colorful Much? We live in a vibrant and colorful colorful peeps. So when it comes to the logo, we’re determined to keep it simple by sticking to these two colors. We’ll let the rest of the world be our palette.
100 RGB
R: 255
CMYK
C: 0
80
% white G: 255
M: 0
B: 255
Y: 0
K: 0
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% black
RGB
R: 88
CMYK
C: 0
G: 89 M: 0
Color | color %
world. Our lives are full of color and
3
B: 91 Y: 0
K: 80
3 Color | secondary
Autumn
52
What are the Colors doing? We like the world to be our color palette, so when creating something with a shorter life span look at what nature is doing. However, this is only
Winter
if your project calls for a secondary color, otherwise stick to the primary palette and allow your photography to add the life.
Spring
Summer
Photos
+ shots + usages
4
1.
2.
3.
What we like When we select photography as a
Photo | shots
way to enhance our brand story, remember that Bethel’s images are warm, real and inviting. The image should capture people’s hearts and introduce them to a greater reality.
4.
5.
6.
Here are a few things we like to see. 1) Smiles 2) Close Ups 3) Wide Framing 4) Movement 5) Nature
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6) Fun
7.
8.
9.
7) Raw & Real 8) Family 9) Encounters
Using Thirds
4
Make sure to use the “rule of thirds” The purpose of using this grid is to create a compelling composition as well as room for graphics and text. The most important elements of your composition should be placed in the cross hairs of the grid.
Photo | shots
when photographing your subject.
PS - This grid is imaginary so it’s up to you to see it with your creative eye... Unless, of course you, have one of those nifty cameras that has it in the view finder.
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4
Depth of Field The purpose of depth of field is
Photo | shots
to highlight or draw focus to the
1.
2.
Although in some cases it may be desirable to have the entire image in focus, a small depth of field can often be more effective.
VS
56
importance of the subject matter.
1) Focus on foreground subject 2) Focus on background subject
4
Expose to the Right When shooting in low level lighting services, it’s important to expose to the right. We want bright and vibrant shots, without blowing out the detail. As close to the right wall without hitting it is the key. This allows us to capture all the information and then
1.
Photo | shots
enviroments, such as conferences or
in post production we can adjust it to what our eye sees. Otherwise we’ll just have a SD card full of dark, unusable photos. Also, shoot in RAW format. 1. Histogram of a low contrast scene, exposed to the right.
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4 1.
4.
What to look for
Photo | usage
When we select photography as a way to enhance and communicate a message, remember that Bethel’s imagery needs to be real and raw.
2.
5.
Commissions & Stock There will be times when you want to commission photographers for specific shots or buy them from stock libraries. When you feel this, it’s a
58
good idea to go over this checklist
3.
6.
before you spend the dough. + Does the image feel natural? + Does the image feel unique and not like a stock shot? + Does it convey a story that you would like to be invited into?
4
Photos & Graphics When using photos and graphics they aren’t competing for attention. Harmony is a key factor when these
1.
3.
2.
4.
Photo | usage
together we want to make sure that
two become one. (Remember to use negative space to your advantage.) 1) Placing the logo in an unobtrusive spot is great. It should have room to breathe and be legible. 2) Having the title and subtext in negative space is your best bet. 3) When we put the logo on top of a photo that already has a lot going on, it just hurts the eye gates. 4) Please don’t place text over someone’s chest. Find open space to do that.
Title
& Subtext is welcome here
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Big Long Title & Subtext
Icons
+ Social + Office
5
We’re Sociable Peeps. When projects need to reference icons.
1.
2.
3.
4.
1. Instagram 2. Twitter 3. Vimeo
Icons | social
social networking sites, use these
4. Facebook 5. Flickr 6. Skype 7. RSS Feed
5.
6.
7.
61
Icons | office
5
1.
012
2.
szy
5.
4Z
3.
reV
6.
678
Visual Lingo Symbols are a quick and easy way to communicate. If it makes sense to
4.
dKDI
use these icons, go for it. It’ll keep us from being too wordy and more like “boo-yah it’s 2013.” 1. Sound & Volume 2. Menu
7.
fkg
8.
jlL
9.
wRX
3. Acounting 4. Search / Zoom 5. Notes 6. Fax/ Doc / Download/ Trash 7. Profile / Avatar
62 10.
mbo
11.
QOM
12.
CB,
8. Love / Like / Dislike 9. Web / Reload / Exit 10. Mail / Message / Share 11. iPad / iPhone / iPod 12. Music or CD / Book / Location 13. Video / Play / Full Screen
13.
hPv
And that’s it, Hope you’re as excited as we are. It’s been fun catching you up on all the new stuff. Be looking for the updated versions as we continue to find creative solutions to represent ourself to the world. Till next time.
Bethel Media Š 2013 | 5090 Caterpillar Rd. Redding CA 96003 | 530-351-7500