OAKS CHURCH IDENTITY SYSTEM STANDARDS AND GUIDELINES Prepared for:
Oaks Church
Prepared by:
Tanesha Burrell
Submitted:
October 2017
Oaks Church is a nondenominational church located in Muncie, Indiana near the campus of Ball State University. Oaks Church strives to present Jesus to the community. They want to be awake and alert to what God is doing, to be filled with His Holy Spirit for effectiveness, and to be living out lives that reflect the life, death, and resurrection of Jesus. To understand the function and value of the Oaks Church identity, it is important to recognize that every organization has a specific identity system—a system partly formed by the look of its printed materials, stationery, website, etc. Each element of communication contributes to the overall impression people have of the organization. When an organization’s identification program is a coordinated one, it projects a unified character, which works effectively to reinforce all of its activities. In many cases, it also helps the organization to be more cost-effective in its communication efforts by simplifying certain decision-making processes. The purpose of this manual is to explain the components of the Oaks Church visual identity system, to define its graphic design standards, and to illustrate how these standards are applied. These standards depend on relative size, proportion, and position of individual elements. They have been developed through careful consideration of many factors, both functional and aesthetic.
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TABLE OF CONTENTS Components of the Identity System....................4
-The Logotype..............................................5
-The Logomark.............................................6
-The Signature..............................................7
Identity Elements Combinations..........................8
-The Primary Lock-Up................................8
-The Primary Lock-Up Clearspace...........9
-The Alternate Lock-Up...........................10
-The Alternate Lock-Up Clearspace......11
Typography..............................................................12 Color Palette............................................................13 Integrity of the Identity Design...........................14 Identity Files Index...........................................15-16
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COMPONENTS OF THE OAKS CHURCH IDENTITY SYSTEM
LOGOTYPE
The Oaks Church visual identity system consists of - The Logotype - The Logomark - The Signature The logomark and signature are available in a primary and an alternate version, which may be used in specific applications. See pages 5 – 7 for detailed information on using various versions of the logotype, logomark, and signature.
LOGOMARK
Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.” See pages 8 - 11 for detailed information on using the lock-ups.
SIGNATURE
Preferred Signature (Single-line configuration)
OAKS CHURCH Secondary Signature (Two-line, flush left, stacked configuration)
O A KS
CHURCH Tertiary Signature (Two-line, centrally aligned, stacked configuration) OAKS CHURCH IDENTITY MANUAL | 4
THE LOGOTYPE
LOGOTYPE
This is the logotype and should be used whenever possible in order to build equity around it. The logotype is intended for use on applications where the width of the logotype is less than or equal to 0.75 inch. The logotype may never be used at sizes smaller than 1.5 inches wide. The Oaks Church logotype may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Oaks Church’s core colors conflict with the application, the logotype may be reproduced in black or white. See page 13 for the Pantone colors, CMYK, RGB, and HEX values. 1.5'' (Min. Width)
The Oaks Church logotype must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The logotype elements have been arranged to work at different scales, so it is crucial that independent versions of the logotype are not created.
x
THE LOGOTYPE CLEARSPACE
x x Clearspace Logotype
To maintain the integrity of the Oaks Church logotype, a certain amount of space around the logotype must be kept clear of competing visual elements. The area around the logotype should always provide ample space so that the balance and wholeness of the logotype is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the logotype.
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THE LOGOMARK
LOGOMARK
The logomark is intended for use on applications where the width of the logomark is less than or equal to 0.75 inch. The logomark may never be used at sizes smaller than 0.75 inch wide. The logomark may be used independent of the signature in appropriate contexts. See pages 8 – 11 for the available “lock-ups” which combine the logomark and the signature for appropriate use. The Oaks Church logomark may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Oaks Church’s core colors conflict with the application, the logomark may be reproduced in black or white. See page 13 for the Pantone colors, CMYK, RGB, and HEX values.
0.75'' (Min. Width)
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SIGNATURE
OAKSCHURCH
Preferred Signature (Single-line configuration)
THE SIGNATURE The Oaks Church signature (set in typeface POPPINS Regular and Black) is an integral part of the identity system. The signature is available in three versions: 1) The preferred signature is a single-line version that should be used independent of the logomark.
OAKS CHURCH Secondary Signature (Two-line, flush left, stacked configuration)
OAKS
CHURCH Tertiary Signature (Two-line, centrally aligned, stacked configuration)
2) The secondary signature is a two-line, flush left version that should be used in the horizontal lock-up with the logomark. 3) The tertiary signature is a two line, centrally aligned version that should be used in the vertical lock-up with the logomark. See pages 8 – 11 for the available “lock-ups” which combine the logomark and the signature for appropriate use. The Oaks Church signature may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Oaks Church’s core colors conflict with the application, the signature may be reproduced in black or white. See page 13 for the Pantone colors, CMYK, RGB, and HEX values. The Oaks Church signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the signature are not created from the typeface directly. OAKS CHURCH IDENTITY MANUAL | 7
IDENTITY ELEMENTS COMBINATIONS
PRIMARY LOCKUP
Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.� Two versions of Oaks Church lock-ups are available for use: 1) THE PRIMARY LOCK-UP (HORIZONTAL CONFIGURATION): The two-line, flush left signature placed beside the logomark is the primary lock-up and should be used in contexts where the symmetry of the logotype conflicts with the layout. It is also useful in places where the layout demands for a horizontal arrangement of elements. Primary Lock-up (Two-line, flush left, stacked signature with logomark)
2'' (Min. Width)
The primary lock-up is intended for use on application where the width of the logomark is more than or equal to 0.75 inch (width of the primary lockup is more than or equal to 2 inches). Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. The Oaks Church lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.
0.75'' (Min. Width)
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THE PRIMARY LOCK-UP CLEARSPACE To maintain the integrity of the Oaks Church lockups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lockup is not violated by the competing elements. The diagram below shows the correct amount of space that should surround the preferred lock-ups.
x
x
x
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2) THE ALTERNATE LOCK-UP (VERTICAL CONFIGURATION):
ALTERNATE LOCKUP
The two-line, centrally aligned signature placed below the logomark is the alternate lock-up and should be used in places where the layout demands for a vertical arrangement of elements. The alternate lockup is also useful where space constraints demand for a narrower arrangement of elements. The alternate lock-up is intended for use on application where the width of the logomark is more than or equal to 0.75 inches (width of the alternate lock-up is more than or equal to 0.8 inches).
Alternate Lock-up (Two-line, centrally aligned, stacked signature with logomark)
Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. The Oaks Church lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.
0.75'' (Min. Width)
0.8'' (Min. Width)
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THE ALTERNATE LOCK-UP CLEARSPACE To maintain the integrity of the Oaks Church lockups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the preferred lock-ups.
x
x x OAKS CHURCH IDENTITY MANUAL | 11
POPPINS Bold
ABCDEFGHI JKLMNOPQR STUVWXYZ POPPINS Regular
ABCDEFGHI JKLMNOPQR STUVWXYZ
TYPOGRAPHY SIGNATURE The Oaks Church signature uses the typeface POPPINS. This typeface should not be considered an everyday typeface, but should be reserved for the Oaks Church signature. POPPINS should only be used in uppercase letters, and never be set as running copy. POPPINS is designed by Ninad Kale and Jonny Pinhorn and is free for commercial use. The typeface can be downloaded from: http://fonts.google.com/ specimen/Poppins?selection.family=Poppins For more information on the rights and licenses, please visit: http://scripts.sil.org/cms/scripts/page. php?site_id=nrsi&id=OFL_web The Oaks Church signature may never be manipulated or created directly from the typeface. The elements in the signature have been arranged to work at different scales. To ensure that the correct scale relationships and spacing are maintained, these elements must always be used as provided in this style guide.
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COLOR PALETTE
CORE COLOR PALETTE PANTONE 4625 U
PANTONE 370 U
PANTONE 4625 C
PANTONE 370 C
CMYK: 45/58/70/30
CMYK: 62/29/89/11
RGB: 115/87/68
RGB: 105/137/72
HEX: #735744
HEX: #698948
SECONDARY COLOR PALETTE PANTONE 139 U
PANTONE WARM GRAY 9 U
PANTONE 139 C
PANTONE WARM GRAY 9 C
CMYK: 32/54/87/14
CMYK: 47/47/51/12
RGB: 160/112/59
RGB: 133/119/111
HEX: #A0703B
HEX: #84766E
PANTONE 580 U
PANTONE 5743 U
PANTONE 580 C
PANTONE 5743 C
CMYK: 22/04/40/00
CMYK: 58/44/70/24
RGB: 203/218/171
RGB: 100/105/80
HEX: #CBDAAB
HEX: #646950
NEUTRAL COLOR PALETTE PANTONE BLACK U
WHITE
PANTONE BLACK C
CMYK: 00/00/00/00
CMYK: 00/00/00/100
RGB: 255/255/255
RGB: 00/00/00
HEX: #FFFFFF
HEX: #000000
PANTONE WARM GRAY 1 U PANTONE WARM GRAY 1C CMYK: 12/14/17/0 RGB: 222/212/203 HEX: #DED4CB
CORE COLOR PALETTE The Oaks Church identity system should be reproduced using the core color palette. In contexts where the use of core colors is not an option, or when core colors conflict with the application, the identity system may be reproduced in black or white. SECONDARY COLOR PALETTE When finding an appropriate secondary color, first reference the chosen secondary colors that are complimentary to the core colors. The secondary color palette anticipates the need for a fuller range of colors that works in conjunction with the core colors of the Oaks Church identity system. The secondary color palette may also be used for contexts where there is demand for a coordinated spectrum of related colors (e.g. website, print collaterals). Not all color combinations will work together, so this palette should be considered as an indication of the palette, but not an endorsement of all potential combinations possible within it. Please use this sampled color at your discretion. NEUTRAL COLOR PALETTE The neutral palette acts as a foundation that works with both core and secondary palettes. Ample use of white as a canvas with monochromatic blacks and grays for elements such as type and paragraph rules will give the primary and secondary palette vibrancy and prominence. NOTE: Pantone (PMS), CMYK, RGB and Hex values are provided and should be used in the appropriate context. Pantone and CMYK should be used for print collaterals; RGB and Hex values should be used online. Pantone colors are typically used for one-color print jobs, however the CMYK color values will be used for the majority of your print collaterals. “Pantone U” is intended for uncoated paper. “Pantone C” is intended for coated paper.
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INTEGRITY OF THE IDENTITY DESIGN The Oaks Church identity is the official mark of the organization and should be rendered with utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated. This page shows typical mistakes to be avoided.
Do not outline any part of the identity design.
Do not apply any filters such as a drop shadow or emboss.
Do not apply a stroke to the identity design.
Do not adjust placement, spacing, and scale of any element of the identity design or its lock-up.
OAKS Do not place identity design at an angle.
Do not stretch the identity design in any direction other than in proportion.
Do not typeset any part of the identity design or its lock-up.
Do not create alternate lock-ups other than the ones suggested. OAKS CHURCH IDENTITY MANUAL | 14
IDENTITY FILES INDEX Included on pages 15–16 are the following versions of Oaks Church identity files: oakschurch_logotype_brown.pdf oakschurch_logotype_brown.png oakschurch_logotype_brown.jpg
oakschurch_logotype_black.pdf oakschurch_logotype_black.png oakschurch_logotype_black.jpg
- Oaks Church Logotype - Oaks Church Primary Lock-up - Oaks Church Alternate Lock-up - Oaks Church Logomark - Oaks Church Signature Each of these versions is provided in the core colors and a black & white option. All the files are provided in the following formats: PDF, PNG and JPG. Notes for file format usage:
oakschurch_primary_lockup_brown.pdf oakschurch_primary_lockup_brown.png oakschurch_primary_lockup_brown.jpg
oakschurch_primary_lockup_black.pdf oakschurch_primary_lockup_black.png oakschurch_primary_lockup_black.jpg
- PDF files are intended for use with print. They are a scalable vector format, which does not lose quality when printed in large or small sizes. - PNG is intended for your website. It is a transparent graphic, which means that it is not attached to any background color or flattened. - JPG is also intended mostly for online use, but they have been saved at the highest quality, providing you flexibility in its use. JPG is a flattened graphic and contains a white background. Depending on your use, you may need to scale the JPG or PNG formats down to the size you need and optimize them for your specific use.
oakschurch_alternate_lockup_brown.pdf oakschurch_alternate_lockup_brown.png oakschurch_alternate_lockup_brown.jpg
oakschurch_alternate_lockup_black.pdf oakschurch_alternate_lockup_black.png oakschurch_alternate_lockup_black.jpg
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IDENTITY FILES INDEX cont.
oakschurch_logomark_brown.pdf oakschurch_logomark_brown.png oakschurch_logomark_brown.jpg
oakschurch_logomark_black.pdf oakschurch_logomark_black.png oakschurch_logomark_black.jpg
oakschurch_preferred_signature_brown.pdf oakschurch_preferred_signature_brown.png oakschurch_preferred_signature_brown.jpg
oakschurch_preferred_signature_black.pdf oakschurch_preferred_signature_black.png oakschurch_preferred_signature_black.jpg
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THANK YOU Tanesha Burrell Ball State University, School of Art taneshatanae@gmail.com