Brand Guide
Called to Renew is an historic effort over the next five years to raise $500 million to renew Catholic life in Southern California by elevating parishes, strengthening ministerial outreach, supporting vocations and seminarian education, and investing in the future of our young people through Catholic schools, religious education, and campus outreach. This brand guide will assist you in communicating our unique message in your parish and ministries.
The Brand
The Name
The name “Called to Renew� highlights the unique and wonderful call given to each of us by God to be a bold light for truth; committing to strengthening our families, renewing our parishes, and in turn, transforming our communities - all in Jesus’ name.
The Icon
The icon created for the campaign logo depicts a home, a parish, and a city building. The parish is intentionally at the center of life; serving both the communities they reside in and the families that call it home. The parish doors are also open wide as a sign of outward service; as we renew parishes, so our families and communities follow.
ICON LOGO
WORDMARK TAG LINE
Logo Use
Brand consistency
Use the Called to Renew logo, without changes, on all on all campaign-related communications. If the logo is to be printed under 2� in size then the version without the tag-line should be used. Black and white are the only authorized logo styles.
PLACEMENT When placing the logo, always leave an empty space at least the size of the icon’s parish window.
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LOGO DONT’S 1. Don’t skew or distort 2. Don’t color or texturize 3. Don’t outline
4. Don’t replace the text 5. Don’t rotate or move 6. Don’t edit the vectors
Color
Palette codes
The primary colors of the campaign are green and dark blue. Orange and light green serve as accent colors to these shades. Use the codes specified under each color to ensure the palette is replicated with precision in all communication.
GREEN #77C192 CMYK 55.2.55.0 RGB 119.193.146
BLUE #274958 CMYK 87.62.48.33 RGB 39.73.88
YELLOW #FAAB5A CMYK 0.38.73.0 RGB 250.171.90
LIGHT TEAL #E6F3EA CMYK 9.0.9.0 RGB 0.69.89
Textures A graphic complement
The icon of the logo can be used alone as a graphic element to form textures and add dynamism to designs. However, textures must be subtle and be used carefully and never in a way that competes with the content or prominent images of the piece.
Photography
Selection and treatment
The Called to Renew Campaign puts at your disposal a bank of preselected, professional photos that can be used for the campaign’s communication for free. Find the image bank here: Calledtorenew.com/parish/photos
It is important to note that photos selected showcase the vibrancy of life in the Church, especially within the context of parishes. If you choose to use images from your own parish or ministries, please select images that show people and vibrancy instead of empty pews or exteriors.
SHARE YOUR GIFTS When placing text over images, enough contrast between the image and the text must be ensured for readability, either by creating opaque text boxes, or by colorizing and/or darkening the background image.
Typography
Readability and hierarchy
The Called to Renew Campaign uses Avenir as its official typeface. It’s name means “Future” in french, pointing to its optimistic and energetic personality. It is a sans-serif designed in 1988, and its softened geometric shapes makes it both modern and approachable. Its different weights, ranging from Light to Heavy, make it versatile for use in body text and headlines.
Aa Bb Cc Dd Ee Ff Gg
ALTERNATIVE: CORBEL
Hh Ii Jj Kk Ll Mm Nn
Exceptionally, when Avenir is not available, like on applications that require standard Microsoft Office fonts, use Corbel as the alternative.
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Title: Called To Renew AVERNIR BLACK, 24PT, 10 PT KERNING AVERNIR BLACK, 18PT
AVERNIR BLACK, 55PT
Headline
Subhead in black or white
COLORED SPACE BAR BELOW SUB-HEADS AVERNIR LIGHT, 16PT, 24 LEADING
AVERNIR MEDIUM, 10PT, 40 TRACKING
BODY TEXT. Each of us is created with a purpose: Christ calls us to follow Him faithfully and commit to renewing our families, parishes, and communities in hope. We respond boldly by investing in the potential of our parishes and ministries for the light and hope they bring to our families and greater communities in need. FOOT NOTE: Archdiocese of L.A., CA, 2018
3424 Wilshire Blvd., Floor 6 Los Angeles, CA 90010 Telephone: (213) 637-7555