BRAND GUIDE
Contents
Brand Statement
3
L OG O Logo Introduction Logo Summary Logo Do’s and Don’ts Spelling
5 6 7 8
TY P OG RA P H Y Typefaces Typography Use Example
10 11 12
COL OR Color Introduction Color Codes Textures White Space
14 15 16 17
P H OTOG RA P H Y Photography Use Photography Choice Moodboard Religious Subjects
19 20 21 22
Psychology You Can Trust B RA N D STATE M E N T We are grounded on the principle of both/and. Body and Spirit. Unity and Diversity. Modern and Traditional. Science and Faith. Being Catholic is to dwell in Truth and be comfortable with mystery at the same time. The tension stretches us into better versions of ourselves. Founded on these truths, the CatholicPsych Institute delivers resources and services that help others achieve their greatest potential. We raise the practice of psychology with insights from Catholicism, and enhance the practice of the Catholic faith with insights from psychology.
LOGO
The Logo M E A N I N G A N D USE
ICON Use alone only as a brand reminder.
CatholicPsych is at the intersection of modern psychology and Catholic anthropology, implicit in the minimalist look of the logo and its Eucharist icon. The full, blue logo shown here is the primary version, and should be given priority use. M A RG I N S
SHORTHAND Use only in reduced spaces or as a brand reminder.
To safeguard readability and avoid competing with elements around, always leave a minimum margin size. For the main logo, leave a minumun area the size of the diameter of the icon. For the shorthand, leave a space at least the height of the “C� around.
Logo Summary These are all the approved brand marks. Besides the following versions, the logo and icons are also available in black and white. When selecting a logo or icon version to use, legibility should dictate your choice.
TE AL
TAUP E
G OL D
G R AY - 7 0 0
Logo’s Usage 1
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D ON ’ TS 1. Don’t skew or distort the logo’s proportions. 2. Don’t color or fill the logo in any way. 3. Don’t add to, remove from, or alter the logo’s composition. 4. Don’t rotate the logo. 5. Don’t use unofficial colors. 6. Don’t add shadows, textures, gradients, or other effects. 7. Don’t place it in a box. 8. Don’t use or create unofficial logo versions. D O’ S To keep it simple, use only the unaltered, official logo versions provided.
“CatholicPsych Institute” S P EL L I N G T HE N A M E When typing out the brand’s name, CatholicPsych is spelled without a space, and without an “e” at the end.
TYPOGRAPHY
Brand Typefaces Typography can make or break a brand. It is key to use it correctly and consistently to build a recognizable brand and ensure readability. When creating any document, design, or web piece for CatholicPsych, only use the two oicial brand typefaces described below. Install them on all team member’s computers.
M E TROPOLIS
M E TROP OL I S
Use this sans-serif typeface for display text, subheads, side-notes, and small text. You can download it for free from Font Squirrel.
Aa Hh Oo Vv
CR IMS ON TEX T
Crimson Text
Use this serif typeface for headlines and for body text. You can download it for free from Google Fonts.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Bb C c Dd E e F f G g Ii J j K k Ll M m N n Pp Qq R r S s Tt Uu Ww Xx Yy Zz
Typography Use Effective communication relies heavily on hierarchy so readers can find information and know in which order to digest it. This table summarizes the hierarchy levels of text, to keep in mind when designing.
H1 : DISP LAY
H2: HE ADE RS
H3 : SUBHE ADS
P : BO DY
S I DE NO TE S OR SMALL TE XT
USE
T YP E SI ZE
FONT
L EA D IN G
Visual element for key ideas, max. 3 words
Print: 36-48 Screen: 48-60
Metropolis Semi Bold, colored
100% of size
Headlines
Print: 21 Screen: 24
Crimson Text Bold, black, gray or white
125% of size
Short introductions
Print: 12 Screen: 16
Met. Extra Bold, all caps, colored, 100 tracking
150% of size
Body copy, content
Print: 12 Screen: 16
Crimson Text Regular, black, gray or white
150% of size
Footnotes, captions, sources, etc.
Print: 8 Screen: 11
Metropolis Medium, any brand color
150% of size
H1: 60pt Metropolis Semi Bold, Colored
H2: 24pt Crimson Text Semi Bold, White or Gray-700
H3: 16pt Metropolis Extra Bold, All Caps, Colored, 100pt tracking
P: 16pt Crimson Text Regular, 24pt leading, White or Gray-700
Sub: 11pt Metropolis Medium, 10pt tracking, any brand color, depending on desired prominence.
About Bridging the Gap Between Faith and Psychology WHAT W E DO A N D W H Y W E D O I T The CatholicPsych Institute was formed to answer the great need of today’s Catholics. Catholics need psychology that is consistent with the truth and dignity of the human person. Secular psychology does not offer that consistency; it tries to treat the person without understanding the person. That’s like shooting arrows in the dark! Catholic psychology turns on the lights, and the CatholicPsych Institute provides resources and services that hit the mark.
Note: To learn more, visit www.catholicpsych.com
COLOR
P RIMARY Teal is CatholicPsych’s primary color, and should therefore be the most prominent in all its documents, designs, and pieces after black/gray and white. S ECONDARY Taupe and Gold are secondary colors that work to emphasize elements and add dynamism to the brand. BAS E Gray is the base color for body copy and headlines. It is meant to be used more often than the blue , because it discreetly eases readability while not competing visually with the other colors.
The Palette CON SI STE N C Y When designing or creating any piece for CatholicPsych, only use the exact colors provided in this guide.
TEAL-700
TAUPE-700
GOLD-700
GRAY-700
CMYK 82.44.36.50 RGB 24.73.87 Pantone xxxx U/UP HEX #184957
CMYK 18.71.71.50 RGB 120.58.44 Pantone xxxx U/UP HEX #783A2C
CMYK 19.18.88.50 RGB 122.113.34 Pantone xxxx U/UP HEX #7A7122
CMYK 70.64.63.61 RGB 48.48.47 Pantone xxxx U/UP HEX #30302F
TEAL-500
TAUPE-500
GOLD-500
GRAY-700
CMYK 82.44.36.9 RGB 51.115.136 Pantone xxxx U/UP HEX #337388
CMYK 18.71.71.4 RGB 197.100.80 Pantone xxxx U/UP HEX #C56450
CMYK 19.18.88.0 RGB 212.192.67 Pantone xxxx U/UP HEX #D4C043
CMYK 96.47.18.51 RGB 0.30.37 HEX #001E25
WHITE TEAL-300
TAUPE-300
GOLD-300
CMYK 41.16.19.0 RGB 152.186.195 Pantone xxxx U/UP HEX #98BAC3
CMYK 10.33.27.0 RGB 226.177.169 Pantone xxxx U/UP HEX #E2B1A9
CMYK 9.7.41.0 RGB 234.224.165 Pantone xxxx U/UP HEX #EAE0A5
BLACK
Textures CORRE C T USE The logo’s icon is the only element that can be used as a texture. It should be used sparingly, making sure it doesn’t conflict with the message and important elements of the design. Be careful when using textures near the logo. This may create visual clutter.
Don’t Forget To Breathe White or empty spaces also play an important role, letting the brand breathe and stay clean.
IMAGERY
To make visual banners or more interesting backgrounds, images can be used by desaturating its colors down to grayscale and applying a brand color layer with 70-80% opacity.
With or without a color mask, text placed over images must contrast enough to be readable: Achieve this by tweaking the text lightness/darkness, size and length (larger type size or shorter text is easier to read).
Avoid adding long bodies of text on an image background. Instead, reserve this look for short blurbs that you want to emphasize.
Try to place the text or the background image in such a way that the image’s subject isn’t directly behind the text.
Quality Over Quantity I M AG E SOURC E S Avoid photos that look evidently fake or posed. The resolution should be high and the quality consistent. For free stock images, look into the well curated options at Unsplash, Pexels, One Secret Mission, and Cathopic. Give back by crediting the artists when possible! –
Previous page photo credits, left to right: Wes Hicks, Mathew MacQuarrie, Milan Popovic, and Matthew Benett. Next page photo credits, left to right: Ben White, Matthew Fassnacht, Juliane Liebermann, Nik Shuliahin, P. Du Preez, Zoltan Kovacs, Ben White, OC Gonzalez, and P. Du Preez. Photo: Jonathan Pendleton
Imagery Subjects P RE A C H TH E G OSP E L ...And if necessary, use words. Remember this famous St. Francis principle. While it is sometimes necessary to use Catholic vocabulary and images to convey the Truth, we must not forget to do so in a genuine, human way. Seek to incorporate catholic symbols and photos that portray the faith under a fresh, inviting, humble and human way that doesn’t feel overdone or fake. Photo: Grant Whitty
BRAND GUIDE BY W W W . DA N I E L A M A D R I Z . CO M