BRAND IDENTITY 2015 Brand Guidelines
TOC TABLE OF CONTENTS LOGO 1.1 Brand Rationale 1.2 Overview 1.3 Size and Color 1.4 Subsidiaries 1.5 Lockups
PHOTOGRAPHY 4.1 Brand Rationale 4.2 Style FULL SYSTEM APPLICATION 5.1 Service Experience
TYPOGRAPHY
5.2 Screens and Video
2.1 Brand Rationale
2.2 Primary Typefaces
5.3 Print Signage
2.3 Web Fonts
PRO PRESENTER
COLOR
6.1 Pro Presenter Guidelines
3.1 Color Palette
REDEMPTION ASSETS PACKAGE 7.1 Assetts Package
REDEMPTION BRAND IDENTITY TOOLBOX OVERVIEW MARK
LOGOTEXT
TYPOGRAPHY Avenir Next ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
SUBSIDIARY
PHOTOGRAPHY
COLOR PALETTE
LOGO Section 1
REDEMPTION BRAND IDENTITY
MARK Redemption’s mark—composed of 4 curved elements—represents the 4 core principles, values and desires of the church: Core Principles • Driven by Community • Grounded by Scripture • Guided by the Spirit • Inspired by Love Core Values (Chris-Centered) • Authenticity • Generosity • Honoring Excellence • Inspired Grace Our Desire for People • Connect • Discover • Grow • Serve These principles, values and desires are what governs Redemption Church.
1.1 Logo
1.2 Logo
REDEMPTION BRAND IDENTITY
MARK
ALTERNATE LOGOS
CORE LOGO
SUBSIDIARY
DOWNLOAD INSTRUCTIONS Logos are available as Adobe Illustrator files in the Redemption Assets Package. Download instructions in the final section of the Brand Guideline.
REDEMPTION BRAND IDENTITY
BLACK & WHITE LOGO
REVERSED LOGO
1.3 Logo
1.4 Logo
REDEMPTION BRAND IDENTITY
SUBSIDIARIES
SUBSIDIARIES REDEMPTION WORDMARK
DOWNLOAD INSTRUCTIONS Logos are available as Adobe Illustrator files in the Redemption Assets Package. Download instructions in the final section of the Brand Guideline.
REDEMPTION BRAND IDENTITY
LOCKUPS
1.5 Logo
TYPOGRAPHY Section 2
2.1 Typography
REDEMPTION BRAND IDENTITY
BRAND RATIONALE: Typography Redemption uses 3 typefaces to represent its visual identity. The
main logo typeface is Ailerons. This font is used as the primary typeface for the Redemption logo. Second, Redemption uses the typeface for its subsidiary, wordmark and lockup marks. Lastly, the Avenir Next typeface family is used for all Redemption body text.
Chasing Ambers
In the beginning
1 God created the heavens and the earth. 2 Now the earth was formless and empty, darkness was over the surface of the deep, and the Spirit of God was hovering over the waters. 3 And God said, “Let there be light,” and there was light. 4 God saw that the light was good, and he separated the light from the darkness. 5 God called the light “day,” and the darkness he called “night.” And there was evening, and there was morning—the first day. 6 And God said, “Let there be a vault between the waters to separate water from water.” 7 So God made the vault and separated the water under the vault from the water above it. And it was so. 8 God called the vault “sky.” And there was evening, and there was morning—the second day. 9 And God said, “Let the water under the sky be gathered to one place, and let dry ground appear.” And it was so. 10 God called the dry ground “land,” and the gathered waters he called “seas.” And God saw that it was good. 11 Then God said, “Let the land produce vegetation: seed-bearing plants and trees on the land that bear fruit with seed in it, according to their various kinds.” And it was so. 12 The land produced vegetation: plants bearing seed according to their kinds and trees bearing fruit with seed in it according to their kinds. And God saw that it was good. 13 And there was evening, and there was morning—the third day. 14 And God said, “Let there be lights in the vault of the sky to separate the day from the night, and let them serve as signs to mark sacred times, and days and years, 15 and let them be lights in the vault of the sky to give light on the earth.” And it was so. 16 God made two great lights—the greater light to govern the day and the lesser light to govern the night. He also made the stars. 17 God set them in the vault of the sky to give light on the earth, 18 to govern the day and the night, and to separate light from darkness. And God saw that it was good. 19 And there was evening, and there was morning—the fourth day.
Genesis 1:1-19
REDEMPTION BRAND IDENTITY
2.2 Typography
ailerons (primary typeface) ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!
chasing embers
ABCDEFGHIJKLMNOPQRSTUVWXYZ Avenir Next Avenir Next Ultra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Avenir Next Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Avenir Next Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Avenir Next Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
REDEMPTION BRAND IDENTITY
2.3 Typography
Nunito (Webfont) Nunito Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Nunito Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Nunito Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Nunito Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
COLOR Section 3
3.1 Color
REDEMPTION BRAND IDENTITY
Primary
Secondary
SWATCH:
RGB 41 171 226 HEX 29ABE2
RGB 98 99 102 HEX 626366
RGB 7 62 85 HEX 073E55
RGB 46 40 39 HEX 2E2827
RGB: 209 203 30 HEX: D1CB50
RGB: 235 228 90 HEX: EBE45A
RGB 208 182 142 HEX D0B68E
RGB 89 69 46 HEX 59452E
PHOTOGRAPHY Section 4
REDEMPTION BRAND IDENTITY
BRAND RATIONALE: Photography Modern Authenticity: is the term used for describing Redemption Church’s photgraphic style. Capturing authentic moments and natural settings are the key styles that connect with the brand’s demographic (families).
4.1 Photography
4.2 Photography
REDEMPTION BRAND IDENTITY
Selective Focus
Detail
Composition
Allows the eye to focus on a specific detail while still providing a background for visual interest.
Detail, macro and abstract shots with lack of detail provide a supporting image without being too literal. *This also allows for placement of type.
Create dynamism and tension using negative space, unorthodox positioning, cropping and angles. *This also allows for placement of type.
FULL SYSTEM APPLICATION Section 5
REDEMPTION BRAND IDENTITY
5.1 Full System Application
Service Experience The Redemption Church visual experience has a definitive look and feel across all platforms including projection screen images, video, print collateral and signage.
5.2 Full System Application
REDEMPTION BRAND IDENTITY Service Experience: Screens
Lighting:
Common themes should be determined visually each month for consistency throughout the various media. Color palettes, photo concepts or styles as well as graphic elements tie all the pieces together. Screens are preferably of a dark palette as to fall back so the speaker is emphasized in the foreground.
A stage lighting color palette should be cohesive with the screens and print collateral.
Screen: Monthly Default
Screen: Sermon Series Weekly
Screen Resolution:
The default screen sets the visual tone for the service. It’s used when no specific screens are needed.
This accompanies the weekly message, although different it should adhere slightly to the theme.
1920 x 1080px 72 dpi rgb *Screen template is available as an Adobe Photoshop (.psd) file in the Redemption Assets Package.
Formats: Still screens: jpg Video: m4v
Screen: Special Event/Campaign
Video/Motion Graphics: Church Stories
Campaigns will have their own themes and are accompanied by print/promotional collateral.
These also adhere to the Liberty photographic styles and color palette.
5.3 Full System Application
REDEMPTION BRAND IDENTITY Service Experience: Signage
T-shirt with Name Badge
Outdoor Banner
Indoor Banner
Indoor Directional Signs
Name Badges
PRO PRESENTER Section 6
6.1 Pro Presenter
REDEMPTION BRAND IDENTITY
Pro Presenter: Scripture
Pro Presenter: Lyrics
Christ alone, Cornerstone Weak made strong in the Savior’s love Through the storm He is Lord Lord of all
And the God of all grace, who called you to his eternal glory in Christ, after you have suffered a little while, will himself restore you and make you strong, firm and steadfast. 1 PETER 5:10 (NIV)
Typography
Background
Typography
Background
Scripture: Avenir Next Italic, 60pt
Solid black
Lyrics: Avenir Next Regular, 48pt
Change with theme.
Book: Avenir Next Regular, 52pt All caps (title case) Translation: Avenir Next Regular, 52pt Small caps (lower case) *auto leading Examples
REDEMPTION ASSETS PACKAGE Section 7
7.1 Redemption Assets Package
REDEMPTION BRAND IDENTITY
Redemption Assets Package Download off DropBox here: www.loremepsum.com Asset
Format
Avenir Next Font Family Ailerons Font Chasing Embers Font Logos Color Palette Swatches Connection Card Blank Note Handout Name Tags
True Type Collection (TTC) True Type Font (TTF) Open Type (OT) Adobe Illustrator (.ai) Adobe Swatch Exchange PDF PDF PDF