BRAND GUIDE
OUR CALL
Source of All Hope is the mission at the Basilica of Baltimore that seeks to return to the source of our faith. It is simply a Eucharist-fueled response to the needs in our neighborhood: Those who don’t know Christ or His Catholic Church living in Baltimore, those who are addicted and/or homeless living near the Basilica, and those who visit us weekly to worship God.
LOGO The logo points to the core of our mission: The Eucharist, true source of renewal, as revealed by Christ in the Divine Mercy image. This is the color version with the tagline. It is the primary version of the logo. Use it on white or offwhite backgrounds.
USE When placing the logo, pick the color version that best contrasts with the background. Always leave a minimum space between the logo/icon and its surroundings the size of at least the Eucharist circle in the icon.
LO G O
ICON
Versions
Only use the versions specified below. Do not attempt to recreate the logo or to create new versions.
COLO R
LO G O
LO G O + TAGLI N E
I CO N
BLACK
WHITE
Dont’s 1. Don’t skew or distort. 2. Don’t recolor or texturize.
1.
2.
3.
4.
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3. Don’t use a version that will compete with the background. 4. Don’t add, replace or change text. 5. Don’t rotate. 6. Don’t edit the vectors.
Color
RED-500 CMYK 18.100.91.8 RGB 190.32.46 Pantone 032 U/UP HEX #BE202E
RED-700 CMYK 47.85.59.56 RGB 82.32.46 Pantone 7420 U/UP HEX #52202E
GRAY-300 CMYK 9.6.6.0 RGB 230.231.231 HEX #E6E7E7
BLUE-300 CMYK 41.13.5.0 RGB 146.191.220 Pantone 283 U/UP HEX #92BFDC
BLUE-700 CMYK 94.79.43.37 RGB 29.52.81 Pantone 654 U/UP HEX #1D3451
BLACK AND WHITE
Source uses a color palette inspired by the Divine Mercy image: Reds, blues, gray and white. Red is a strong color, use it sparingly, only to give prominence to titles or details. Note: Avoid using colored text outside of headlines.
Patterns Textures support design, they do not lead it. They serve as a complimentary graphic element. Use them with subtelty, and sparingly. Play with their opacity and scale so ensure they don’t compete with the important elements of the design.
Less is more Just the way unleavened bread becomes the body of Christ, less becomes a source for more. Visually, that peace and quiet translates into white, or empty space that lets the design breathe and pop.
Typography
Source uses a color palette inspired by the Divine Mercy image: Reds, blues, and grays. White is very prominent as well. Note: Avoid using colored text outside of headlines.
AbcD Aa Bb Cc Dd
Bebas Neue is a condensed sans serif typeface. Use exclusively its bold weight in all caps, for prominent headlines and for display text (1 to 3-word key messages). Metropolis is a modern, geometric sans serif typeface. Open sourced, and openly available. Designed for optimal readability at small point sizes while beautiful at large point sizes. Use it for secondary headlines, subheads, body text, and small indicators, notes and descriptors.
Use Text hierarchy helps readers find information and understand its order. To achieve this, follow these guidelines:
LEVEL
USE
TYPE SIZE
FONT
LEADING*
L1 or H1
Key elements, display text
Print: 36 Desktop: 48 Mobile: 32
Bebas Neue bold, colored, all caps
100% of size
L2 or H2
Headlines
Print: 24–18 Desktop: 28–36 Mobile: 22–26
Metropolis bold
125% of size
L3 or H3
Sub-heads and tags
Print: 11 Desktop: 14 Mobile: 14
Metropolis bold, all caps, colored
150% of size
L4 or Body
Body copy, content
Print: 12 Desktop: 16 Mobile: 14–16
Metropolis light
150% of size
L5
Footnotes, captions, sources, etc.
Print: 8 Desktop: 12 Mobile: 8
Metropolis regular
125% of size
* Leading refers to the spacing between each line of text.
H1: 60pt Bebas Neue Bold, All Caps, Colored
H2: 24pt Metropolis Bold, Blue-700 or White, 25pt tracking H3: 14pt Metropolis Bold, All Caps, Colored, 100pt tracking
P: 16pt Metropolis Light, 24pt leading, White or Black
Sub: 11pt Metropolis Regular or Bold, 10pt tracking, any brand color, depending on desired prominence.
Mission A Light Brightly Visible LI G H TI NG TH E PATH TO M I SSI O NARY DI SCI PLES HIP
In his 2015 pastoral letter, Archbishop William Lori reminded us of Our Lord’s commandment to His disciples prior to His ascension into heaven: “Go, therefore, and make disciples of all the nations, baptizing them in the name of the Father, and of the Son, and of the Holy Spirit” (Mt. 28:19). Note: To learn more, visit americasfirstcathedral.org
Imagery
Find free stock options among the well curated free options at cathopic.com, pexels.com, or unsplash.com. Remember to credit the photogrphers!
Use photography that looks raw, genuine, human, urban. Like Baltimore. Avoid saturated bright tones. Look for tonalities that harmonize with the brand’s color palette. Leave a white margin around boxes and photos.
Photo by C. Simpson
Photo by M. Bekerman
Photo by Zac Ong
Photo by J. Tyson
Photo by E. White
Photo by A. Theby
Photo by P. Blocker Photo by B. Klemm
Photo by M. Cox
Photo by D. Ragusa
Skyline The Baltimore skyline silhouette is a graphic element available to use with the brand. Use it as a subtle background, and just like the logo, avoid skewing it, distorting it, outlining it, or modifying it. Add a gray box below it to make it cover whatever area you intend it for.
BRANDI NG + DE SI G N BY DANI E LAM ADRI Z.COM