Jonesboro Christian Church Brand Identity Guidelines

BRAND IDENTITY GUIDELINES

BROTHER

VANCE

OUR BRAND IS OUR MOST VALUABLE ASSET IN VISUAL COMMUNICATIONS.”

OUR BRAND

Words. Images. Emotions. It embodies the growth, openness, personality, and forward momentum intrinsic to who we are. Our art, media, and communication must create impressions that draw people closer to a relationship with Christ.

Helping people become more fully devoted followers of Christ.

OUR VISION

Living our lives for Christ.

OUR MISSION OUR VALUES

1. Honor God.

2. Maintain biblical integrity.

3. Reinforce that we are working together to help people.

4. Strive for excellence.

5. Be simple and clear.

6. Focus on the needs of our guests.

OUR LOGO

The Jonesboro Christian Church identity consists of an icon and wordmark to make the whole logo. The typographical style is global, versatile, and distinct, which helps emphasize the organization’s value as a modern, new beginning and growth reliable partner as Christ’s followers rely on Jesus Christ. Jonesboro Christian Church will use this main logo across all primary brand applications. Our logo is a visual asset of our commitment to helping people become more fully devoted followers of Christ. It helps our audiences identify what we stand for, whom we represent, and whom we want to help. Our brand’s success must ensure the logo is always in care and respected.

Using our logo is crucial in keeping its visual meaning and identity intact. While we can alter certain aspects of the logo without losing impact and recognition, these options are limited.

The Jonesboro Christian Church identity is a seal of approval and a promise of growth. The logo is stable and unchanging, whether seen on-screen, in print, or on apparel. Whether on or off campus, you represent JCC every time you use the brand. The identity can only make a positive impact if it is used consistently and correctly. By following these guidelines, you reap the benefits of JCC’s identity and contribute to its strength.

ALTERNATIVES

These logos should be used only when the following are considerations: one-color print jobs, large print cost, outdoor signage implementation for increased readability, and smaller logo use for increased readability or harsh color contrast on a print piece. Utilize these options minimally and with purpose.

LOGO: MISUSE

Our logo is designed for consistency, simplicity, and versatility for use in various ways. Not only does it drive our overall look, but it also helps create a focal point. This misuse of our logo is inconsistent and detracts from our efforts toward clear and consistent communication. If the logo is unapproved, it must be corrected before distribution, regardless of the associated cost or burden. Yes, it is that important. Thanks for your help in protecting our logo.

Do not use unapproved colors.

Do not use unapproved fonts.

Do not rotate the logo.

Do not use dropshadows or other unnecessary Photoshop effects.

CHURCH Jonesboro

CHRISTIAN CHURCH

Do not place the text in a weird way.

Do not skew the logo.

MINIMUM SIZE

The minimum size requirements for each variation are displayed in inches above. In no scenario should these be used in a smaller size than the measurements displayed and proper proportions should always be maintained.

The logo should always have breathing room. No graphics should ever invade this zone. As a general guideline, maintain a clear space to ensure visibility and readability. Using the top left square from the icon mark as a guide, make sure you put it on top, bottom, left, and right to ensure white space around the logo.

Similar to the logo, the icon needs to have white space around it, so that no other elements are within this space. Use the top left square from the icon as a general guideline. The area where the gray square is located on all four sides should be the breathing room the icon needs to receive

CLEAR SPACE ART FILES

EPS

Also referred to as a “vector” file, this is the preferred file type for most application; ideal for large format print jobs and traditional print jobs.

PDF

Widely accepted for most traditional print jobs

JPG

Widely accepted for use in web/digital applications. Sometimes acceptable for use in traditional print jobs

PNG

Digital-only file desired for its ability to save transparency; never to be used for print

VISUAL BLERUS

IF PEOPLE ARE FAMILIAR WITH YOUR LOGO, COLOR BECOMES A SHORTCUT FOR CONVEYING VISUAL DETAILS ABOUT YOUR BRAND.”

OUR COLOR PALETTE

Like the logo and typography, the colors we use to represent our brand identity should remain consistent across all media. Our primary color is green because it represents growth.

PRIMARY

FOREST GREEN

PANTONE: 7743 C

HEX/HTML: #406588

R64 G101 B56

C80 M36 Y99 K0

BRIGHT GREEN

PANTONE: 367 C

HEX/HTML: #BGCF54

R82 G207 B84

C36 M0 Y100 K0

BEIGE TAN

PANTONE: 7403 C

HEX/HTML: #E6C884

R230 G200 B138

C7 M20 Y57 K0

LIGHT BLUE

PANTONE: 2905 C

HEX/HTML: #8FC8E0

R143 G200 B224

C47 M4 Y7 K0

VIBRANT YELLOW

PANTONE: 101 C

HEX/HTML: #F9E557

R249 G229 B8

CMYK: C3 M4 Y92 K0

WHITE

PANTONE: 000 C

HEX/HTML: #FFFFFF

R255 G255 B255

C0 M0 Y0 K0

COOL GRAY

PANTONE: Cool Gray 10 C

HEX/HTML: #666767

R103 G103 B103

C60 M51 Y51 K20

“

USING TYPOGRAPHY STRATEGICALLY GRABS THE READER’S ATTENTION, CONTROLS WHERE THE EYES MOVE, AND EVOKES EMOTION.”

PAUL ERASMUS

OUR TYPOGRAPHY

As mentioned through our logo and colors, typography holds most of our brand’s visual identity. Typography is crucial because it represents the values and tone of the brand. Different typefaces can mean different things if not used properly. Our typefaces are IBM Plex Sans, Baskerville, and Buttergone Brush.

PRIMARY TYPEFACES

IBM Plex Sans

IBM Plex Sans is one of our primary typefaces, chosen for readability, J characteristics, and how it fits with the church, neutral yet friendly Grotesque style typeface. It should be used for the main headers, subheaders, and body copy. It has excellent legibility in print, web, and mobile interfaces.

Baskerville

Baskerville is our secondary typeface. We have chosen this serif typeface because it has the characteristic of a transitional typeface between classical typefaces and high-contrast modern faces. The typeface is known for its crisp edges, high contrast, and generous proportions. We thought this would be fitting because we have been here for half a century.

Buttergone Brush

Buttergone Brush is our accent typeface and should be used quite sparingly. In most cases, this should be treated as a design element and give us some personality. This typeface should only be used creatively.

IBM PLEX SANS

HEADLINE 1

IBM Plex Sans Bold

HEADLINE 2

IBM Plex Sans

Medium

Hello, I am a regular title. Use me for secondary headlines, but always keep me short.

Paragraph

Baskerville

Hi, I am a paragraph. Use me when you need to express or elaborate on a topic. I’m easy to read and like to go on and on. Some people call me body copy, but I can help you with anything. I am like the younger yet more accessible version of a headline.

ACCENT

Buttergone Brush

I am a title, yet I am only used for accent or creativity. Just right for any design element.

Hi there! I am a super colossal headline! Use me for the main headline.

ALTERNATE TYPEFACES

News Gothic

Georgia

Accent

News Gothic is an excellent choice for an alternate primary font if you do not have IBM Plex Sans installed on your computer, phone, or tablet. News Gothic typeface is similar to IBM Plex Sans, yet the forms are compact, and the descenders are shallow. A perfect choice for our secondary alternate is Georgia. The typeface itself so too similar to Baskerville; they can be almost identical twins. Georgia has lighted uppercase characters, and the x-height ascenders rise slightly above the cap height. There is no suitable alternate for the accent typeface. Buttergone Brush is too unique to let it be replaced and should only be used as a design element. Nevertheless, Buttergone Brush elite represents the church’s brand identity best way possible through its curvy style and hand-rendering-like element.

ALT ERN ATES

HEADLINE 1

News Gothic Bold

Hi there! I am a super colossal headline! Use me for the main headline.

HEADLINE 2

News Gothic Regular

Hello, I am a regular title. Use me for secondary headlines, but always keep me short.

Paragraph

Georgia

Hi, I am a paragraph. Use me when you need to express or elaborate on a topic. I’m easy to read and like to go on and on. Some people call me body copy, but I can help you with anything. I am like the younger yet more accessible version of a headline.

ACCENT

Buttergone Brush I am a title, yet I am only used for accent or creativity. Just right for any design element.

OUR PHOTOGRAPHY REPRESENTS ALL FACETS OF THE CHURCH AND THE FRONT LINE WHEN WE GET POTENTIAL NEW VISITORS. THE PHOTOGRAPHY SHOULD EXPRESS THE STORY OF OUR BRAND.”

NICOLE FRAKES

OUR PHOTOGRAPHY

Our photographic style should consistently tell the story of our brand through imagery. Each photo we use captures a moment that is inviting and welcoming and creates warm feeling that is family oriented to bring in new visitors. Use the attributes on the following pages as your guide.

Jonesboro Christian Church uses the photographic style to help bring brand awareness. Black and white photography should never be used. Only engaging warm undertones that are family orientated are encouraged. We want to capture the reality of the moment as simply as possible by capturing the inviting moments where our members welcome our new visitors. We do not want anything that seems to be staged or overly posed. Stock images should show people worshipping, interacting with one another, and having a welcoming attitude. Torsos are preferred over parts of bodies such as hands, arms, legs, that capture people worshipping Jesus Christ moments. Jonesboro Christian Church wants to photograph those moments because it returns to our mission, helping people become more fully devoted followers of Christ and show our potential new members how to grow their relationship with Jesus Christ visually.