Fusion Guidelines

FU S ION W I T H R A B B I J A S ON

BRAND STYLE GUIDELINES Sometimes, all it takes is a single spark.

+ Voice + Visuals + Tone + Style

fusionglobal.org

OUR MI S S ION

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Through resources and insightful t Fusion with Rabbi Jason sparks un between contemporary faith and i

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

teachings, nexpected connections its rich roots.

Mat t h ew 13 :5 2

L uke 24

J ohn 1 7

THE GUIDE

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Fusion with Rabbi Jason Brand & Style Guidelines Version: v1 // 2017

FU S ION W I T H R A B B I J A S ON

BRAND & STYLE GUIDELINES TABLE OF CONTENTS INTRODUC TION

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SEC TION 1 | VOICE & TONE

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SEC TION 2 | FUSION LOGO

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SEC TION 3 | FUSION T YPOGR APHY

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SEC TION 4 | FUSION COLOR SYSTEM

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SEC TION 5 | PHOTOGR APHY TONE & ST YLING

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SEC TION 6 | SOCIAL

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SEC TION 7 | BR AND EX AMPLES

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INTRO: WELCOME

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

FUSION WITH RABBI JASON GUIDELINES THE BRAND GUIDELINES These guidelines describe the visual and verbal elements that represent Fusion’s identity. This includes our visuals and voice throughout our materials.

Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our community.

These guidelines reflect Fusion’s commitment to quality, consitency and style.

Each of us is responsible for protecting the company’s message by following closely to our brand guidelines.

PERSONALITY

OUR BRAND DISTINCTIVES Authentic: genuine, grounded, down-to-earth, normal Creative: personally creative and supportive of other creatives and the arts Respectful: of others; God’s grace; different people, styles and approaches Insightful: intellectually rigorous yet accessible Engaging: welcoming, inviting and fun to be with, approachable Spontaneous: in-the-moment, surprising, unexpected, fun

TONE

THE OVERALL ATTITUDE OF FUSION’S WRITTEN COPY Surprising: unexpected, intriguing, and creative Personal: warm, inviting, hospitable Celebratory: positive, fun, grateful Inspiring: empowering, encouraging, hopeful Jewish: filtering everything through a Jewish lens, from messaging to terminology

Matthew 13:52

Luke 24

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John 17

WHA T ’ S T H E F I RST ST E P T O M O V I N G F O R W A R D I N Y OUR F A I T H ? Start your journey to a deeper, fuller life by looking backward. Watch the Bible come to life in new ways as you Learn about your Jewish roots and reconnect with the ancient spiritual practices of Yeshua and His Disciples. Discover a new layer of depth through Rabbi Jason’s fresh revelation and one-of-a-kind teachings centered on the essential ties between Torah and New Testament wisdom. Most off all, reconnect with your God-given identity, designed at the beginning of time for abundant life.

BY CON N E CT I N G OL D AN D N E W , our unique teachings and resources restore all believers to their true identity as heirs to God’s promises. As you make astounding connections between Hebrew wisdom and the life and teachings of Yeshua, you will access your full inheritance in Him: the rooted, revitalized, restored life He designed for you at creation. Stir global revival and hasten the coming of His Kingdom as you pursue a fuller, more meaningful picture of faith in your own life.

GO D L ON GS T O P E RFE C T H I S P E O P LE I N U N I T Y. Have you ever thought He would use you? When Gentile and Jew alike unite in the Messiah, His plan for humanity falls into place. Our interactive, life-changing teachings and resources not only add depth to your personal faith--they have power to ignite Kingdom momentum in the world around you. Revitalize your relationships and community as you become more like Yeshua as you integrate the Jewish roots into your every day life.

SECTION 1 FUSION LANGUAGE & VOICE The Logo Introduction The Logo Elements The Logo Application & Usage

OUR VOICE

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These tools help us communicate our unique message and personality to our audience. We use them consistenty in our messaging & writing.

STRONG, CONNECTING VERBS

like spark, ignite, connect, transform, bridge

RELEVANT, AUTHENTIC

language that relates with a diverse audience and doesn’t sound overly religious or intellectual; i.e. avoiding Bible jargon, keeping a balance between intellect and emotion

EMPOWERING, INVITATIONAL

language like discover, find out, see, learn; allowing audience to ask questions and make connections on their own

SURPRISING, CREATIVE

language--sometimes, almost poetic--that reflects the surprising and creative ways God connects old and new

FRESH WAYS OF COMMUNICATING TIMELESS TRUTHS i.e. “our rich roots” is better than “ancient wisdom”

TRADITIONAL, JEWISH

language like Messiah, Yeshua, Yeshua Followers instead of Christ, Jesus, and Christians

SIMPLE, DIRECT SENTENCES

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on high-level communications (i.e. captions and taglines like “Spark unexpected connections”) accented with complex sentence structure embedded in longer messages/paragraphs (see “Learn More” Page)

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

COPY STANDARDS THE COPY GUIDELINES Do not use “Fusion Global” in copy. We believe Fusion Global is a movement God is establishing, but at this time, we are using “Fusion with Rabbi Jason” when writing about the ministry.

Always use Yeshua instead of Jesus. On first mention in any given copy, type Yeshua (Jesus), then simply “Yeshua.”

Other names for Jesus include “Messiah” or “Messiah Yeshua.”

Rabbi Jason is the brand, as reflected in social media profiles. We are growing the ministry through promoting his teachings and resources.

Other Jewish words use the same example. In talking about holidays, we say Pesach (Passover) on first mention, then the Jewish term going forward.

Refer to him as “Rabbi Jason” on first mention in any given copy, and thereafter use just “Jason.”

We capitalize God pronouns, including Him, His, and He. We also capitalize “Bible,” and “Heaven” but we don’t need to capitalize “scripture” or “biblical.”

“Fusion with Rabbi Jason,” not Fusion Global, is his ministry, but we prefer to call it a “resource for (x,y,z)” when writing about it.

When the audience is primarily Jewish, use G-d and L-rd instead of God and Lord. In wider audiences (website, blog, social media) use God and Lord. Ask for clarification if you need help deciding.

When including quotes in copy (i.e. e-books), keep them in present tense; i.e. “C.S. Lewis writes,” not “C.S. Lewis wrote.”

All scripture quotes come from Tree of Life Version and should be referenced as follows: “For God so loved the world, He gave His one and only son that we might have eternal life” (John 3:16, Tree of Life Version). Write out “Tree of Life Version” upon first use and then you can use just “TLV.”

SECTION 2 FUSION LOGO The Logo Introduction The Logo Elements The Logo Application & Usage

OUR LOGO

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Our Logo is the key building block of our identity, and is a key visual element that identifies us. The signature is a combination of the the symbol itself and our ministry name – they have a fixed relationship that should never be changed in any way.

THE FULL LOGOTYPE The Fusion Logo comprises two elements, the logo symbol and logo type. The Logo Symbol is a powerful image evoking a sense of spark and connection. It represents our desire to provide that single spark to help others connect new and old.

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The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The

typeface is Open Sans and has also been chosen to compliment and balance perfectly with the logo symbol.

The Fusion logo is presented through the use of color as well as shape and form. We have strong core brand colors. They’re a fresh blend—showing our modern and timeless approach to our brand.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

OUR FUSION LOGO

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1) The Logo Type “Fusion” is purposefully larger—all letters should always be set in all caps. The typeface is clean and spacious.

2) The Logo Symbol Our ministry exists to ingnite a spark across nations. Our logo mimics a flame and supports our desire to spread our message.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

SECTION 2 FUSION LOGO CONTINUED The Logo Introduction The Logo Application The Logo Elements Clearspace and computation

HORIZONTAL ORIENTATION

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The Fusion logo should always by used in this horizontal format. If needed, the flame graphic may be used alone—but the full logo is preferred. Our secondary badge may be used in place or as a complimentary logo as needed.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

OTHER LOGO USAGE GUIDELINES

LOGO DARK VERSION

LOGO LIGHT VERSION

3) The Logo Dark Version will be used when the backround color is light colored, or is on top of a lighter photo.

4) The Logo Light Version will be used when the backround color is dark colored, or on top of a color-treated (darker) photo.

Recommended formats are: .eps | .ai | .png | .jpg | .tiff

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WHITE REVERSED VERSION

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4 5) White Reversed Version Examples will be used when the backround color is a solid brand color, or in other instances when needed.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

SECTION 2 FUSION SECONDARY LOGO

SECONDARY LOGO BADGE The Fusion secondary logo badge was created to compliment the main logo and is to be used as a design element—and is not intended to replace the main logo

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Our three badge variations may be used in our design materials in one simple brand color or reversed in white

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

SECTION 3 FUSION FONTS Primary Font Secondary Font When To Use Them

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OUR BRAND FONT SIMPLE & MODERN

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Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity

and harmony in all Fusion communications. We have selected Open Sans as our primary font and Crystal Sky as our secondary font to use in our communications.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

PRIMARY FUSION FONT PRIMARY FONT OPEN SANS

THE FONT

This font is our primary brand font and should be used whenever possible in all communications.

OPEN SANS Bold

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m

It is a free font available to download online for our team use.

n o p q r s t u v w x y z Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

TYPE EXAMPLES

Figures

Special Characters

0

1

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FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

SECTION 3 FUSION FONTS CONTINUED

WHEN TO USE WHICH FONT

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Open Sans is our primary font and should be used first in all communications. We use it in a variety of weigths to suit our needs. Open Sans is a free font available for download

online to be used by our entire team. All communications should use Open Sans primarily.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

SCONDARY FONT SECONDARY CRYSTAL SKY

THE FONT

This font is our secondary font and is to be used sparingly by designers ONLY within our team. It is used to compliment our brand and add a unique styling elements.

TYPE EXAMPLES

Crystal Sky Regular

Figures

A

B C

N

O P Q

R S

a

b

c

d

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F G H T

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SECTION 4 COLOR SYSTEM Primary Color System

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THE PRIMARY COLOR SYSTEM AND COLOR CODES THE COLOR SYSTEM Color plays an important role in the Fusion brand. The colors here are recommendations for various media.

A palette of primary colors has been developed, and provide a bold variety for our brand. Consistent use of these colors will contribute to the

PRIMARY COLOR SYSTEM

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Explanation: Our core Fusion color create a recongnizable suite, and are to be used tastefully by our designers.

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Usage: While Fusion leans towards the blue tones for primary useâ&#x20AC;&#x201D;all primary colors can used together to create a unique cohesive piece.

cohesive and harmonious look of the Fusion brand identity across all communications.

These colors bring a rich and vibrant voice to our brand.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

PRIMARY COLOR BLUE

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CMYK RGB Web

: C069 M012 Y006 K000 : R067 G170 B217 : #3060A8

PRIMARY COLOR TEAL

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CMYK RGB Web

: C069 M012 Y006 K000 : R067 G170 B217 : #05C3AF

PRIMARY COLOR RED

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CMYK RGB Web

: C069 M012 Y006 K000 : R067 G170 B217 : #B33110

PRIMARY COLOR GRAY

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CMYK RGB Web

: C069 M012 Y006 K000 : R067 G170 B217 : #25211E

PRIMARY COLOR YELLOW

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CMYK RGB Web

: C069 M012 Y006 K000 : R067 G170 B217 : #EFA108

PRIMARY COLOR LIGHT

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CMYK RGB Web

: C069 M012 Y006 K000 : R067 G170 B217 : #F2F2F2

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

SECTION 4 FUSION COLORS CONTINUED

WHEN TO USE ADDITONAL, SECONDARY COLORS

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Different tones of our primary colors may be used as needed. Using varying tones allows consistency & flexibility. Our primary colors may be used at different opacitiesâ&#x20AC;&#x201D;creating this set of secondary colors.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

SECTION 5 FUSION PHOTO STYLE & TONE Style & Tone Guidelines

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PHOTOGRAPH STYLE & TONE OUR IMAGE SYSTEM

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Our imagery captures a blend of new and oldâ&#x20AC;&#x201D;rich Jewish imagery and modern moments. We want to capture the attention and spirit of the people we serve and seek. Our tone is rich and warm. We do not use

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

EXAMPLES FOR FUSION PHOTO STYLING AND TONE

Requirements: - Historical & rich - High quality with a warm tone - Focused on people, togetherness - A mix of Jewish traditonal elements - No special filters or treatments - Soft focus on more intimate shots Resources: We primarily use unsplash.com for free photo resources or Adobe Stock for our paid photo needs. Login details can be share by key Fusion team members.

SECTION 6 FUSION SOCIAL

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SPEAKING PERSPECTIVE We speak in first person on Facebook, Instagram & Twitter.

We speak in third person for newsletters, promoting ads for books, events, images for FB Live (even though posting caption in first person).

HANDLE: @rabbijasonsobel Our handle is consistent across platforms.

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We use: • Facebook • Instagram • Twitter • YouTube

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

MEMES Our memes provide the people we serve with inspiration & teachings in a short digestible way.

Our website is always included. A variety of examples are shown here.

A weekly Shabbat meme is also posted every Friday.

SECTION 7 BRAND EXAMPLES Examples of the Brand Elements in Action

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BRAND EXAMPLES

These brand examples are meant to give a quick visual for how to devlop cohesive materials. They provide a good mix of our type, color and photography styling.

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Headline treatments are bold and easy to readâ&#x20AC;&#x201D;photography is the star where needed.

FUSION WITH R ABBI JASON BR AND & ST YLE GUIDELINES

fusionglobal.org

FU S ION W I T H R A B B I J A S ON

Discovering hidden links--between old and new, natural and supernatural, God and people, what is and what can be--creates a chain reaction that ultimately leads to transformation: a life with more depth, meaning, and connection.

CONTACT

DIGITAL COPY

Address, Mail Only

Email us:

5062 Lankershim Blvd., Suite 3017 North Hollywood, CA 91601

info@fusionglobal.org