branding + design standards
CONTENTS brand essence brand promise brand attributes identity logo variations logo with tagline use with photography color typography scale + repetition
The city is always changing. Traffic swells, leaves collect in the gutter, roads get a shiny new asphalt face. Our landscapes look different, season to season and day by day. On our journey with Jesus, we, too, are portraits of constant change. Downtown Church is a community of unfinished people in pursuit of truth. As we seek God and serve our neighbors, we strive to reflect the beautiful kingdom of God in Columbia. We believe our story is bigger than Sunday mornings — it’s happening all over our city as we share our individual journeys of faith. Rooted in the richness of our Presbyterian tradition, we worship together with joy. Christ called us to a life of change. It is our hope to always look different.
brand essence
kaleidoscope an ever-changing, multi-dimensional reflection of the beautiful kingdom of God
brand promise
We are a dynamic community of believers striving to reflect the kingdom of God in Columbia.
OPEN brand attributes
INTEGRATED UNFINISHED CURIOUS
brand attributes
OPEN
We welcome all people from all places, wherever they are on their life journey.
brand attributes
INTEGRATED
We are a part of Downtown Columbia and follow Christ by serving and interacting with our neighbors. We strive to shape culture as it shapes us.
brand attributes
UNFINISHED
We are a work in progress, committed to following Jesus.
brand attributes
CURIOUS
We ask honest questions and find God as we seek answers.
identity
downtown church is a vibrant community of believers striving to reflect the kingdom of God in Columbia. Our logo tells the story of who we are. The mark’s imperfect, kinetic shapes interact with color and negative space to express a sense of modern spirituality. Like our church community, the mark changes every time you look at it. Different perspectives uncover different meanings. Shapes are arranged to create a cityscape that speaks to the movement and diversity of downtown; on another layer, the pattern and color of those shapes reflect the ever-changing beauty of stained glass. City blocks of negative space interrupt the buildings, highlighting the illuminations we find at life’s intersections. Shapes are not equal in size and alignment, emphasizing the uniqueness and unfinished nature of each individual’s life journey. Downtown Church welcomes all with grace. The muted yet lively colors of our identity reflect an environment of peace and diversity. As a whole, the logo is multi-dimensional and layered with meaning — just as our community strives to be.
colorful and kinetic shapes creating the buildings are meant to reflect the movement, change and diversity within the downtown community and also the visual aesthetic of stained glass
negative space representing intersections
cityscape and buildings, reflecting the dynamic downtown area
logo variations
color version without logotype
grayscale version
100% black version
grayscale logotype only
black logotype only
grayscale version without logotype
tagline
logo with tagline
color version with tagline
grayscale version with tagline
black version with tagline
grayscale logotype only with tagline
black logotype only with tagline
use with photography
color logo without type applied to black and white photography
use with photography
logo shapes used to create a “window� effect
color
typography Seria Sans is geometric typeface that reflects modern and functional design. The uppercase W employs an extended intersection at the apex in the center, reflecting the shapes in the logo. Seria Sans should be used as the primary typeface for all Downtown Church material. The Seria Sans family can be purchased at www.fontshop.com. regular
c m y k
4 32 91 o
r 242 g 178 b 50
c m y k
2 12 96 0
r 251 g 216 b 26
c m y k
22 0 9 0
r 194 g 227 b 228
c m y k
14 4 85 0
r 226 g 220 b 73
c m y k
0 0 0 38
r 162 g 164 b 166
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 capitals
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
scale + repetition
scale + repetition This pattern is created by overlapping and scaling the logo and changing random opacities throughout the pattern. The pattern is more dense in the center (to reflect the city) and becomes less dense toward the edges (like the suburbs). There should always be an actual intersection from a map of downtown columbia on top of the pattern in white. This pattern could be scaled or cropped for use in: web design, applied to t-shirt, banner design or any printed material that is in need of a bold visual pattern.
The logo can be cropped and scaled (proportionally) to create new and dynamic views of the city. Focusing in on the logo shapes without type maintains the style and feel of stained glass and intersections but also allows the logo to be used in an ever-changing system.
scale + repetition
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middle