The Crossing: Brand Guidelines by The Crossing

The Crossing Brand Guidelines

THE CROSSING Brand Guidelines â&#x20AC;&#x201D; 2015

The Crossing 133 N. 33rd St Suite 300 Quincy, IL 62301

+1 217 214 0210 media@thecrossing.net www.thecrossing.net

Contents

The Crossing Brandbook

Contents Sections

Final Logo 02 Logo Usage 03 Campus Use 04 Campus Examples 05 Logo Colors 06 Logo Errors 01

Logo Size 08 Logo Isolation 09 Fonts 10 Color Palettes 11 Print 07

For any questions regarding the contents of this document, please contact us at media@thecrossing.net and we will assist you as soon as possible. The contents of this document are private. All rights reserved. The Crossing, 2015.

Section Title

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The Crossing Brandbook

HERE ARE THE BRAND GUIDELINES FOR THE CROSSING. — AS ONE CHURCH IN MULTIPLE LOCATIONS, THESE GUIDELINES ENSURE CONTINUITY AND UNITY.

The Crossing Brandbook

Logo

Final logo The motivation of this design is to create a look and feel that will be easily associated with The Crossing. Use of this logo creates a consistent message and allows The Crossing to be recognized within the community.

Usage

When to use each variation A. Full Logo | The first choice for use on all media. B. Icon | Use when Full Logo is not required. C. Horizontal | Only used when there is not a square space available for A or B. D. Logotype | Used on media where A or B are present elsewhere. A

The Crossing Brandbook

Campus Use

Theory of location guidelines As part of The Crossingâ&#x20AC;&#x2122;s DNA, each location has unique features and experiences. As one church in multiple locations that is reaching a variety of people, we have guidelines that unify The Crossingâ&#x20AC;&#x2122;s image and appearance, just as each location is unified by Doctrine and Unity Statements. The Crossing logo is designed to easily identify our church within the community, regardless of the physical location of the campus. Our branding guidelines are not intended to replace creativity, but to set standards so that the image and quality remain unified and recognizable. Exclusive usage of this logo and guide ensures that content produced outside of the design department will be recognized and associated with The Crossing. Projects valued over $100 that use the logo should be sent to media@thecrossing.net for logo usage approval prior to ordering.

LOCATION

Examples

When to use each location variation A. Full Logo | The first choice for use on all media. B. Horizontal | Only used when there is not a square space available for A. C. Logotype | Used on media where The Crossing Logo is present elsewhere. (See Section 01) D. Error | Usage of the icon with campus name only is not proper usage.

LOCATION

The Crossing Brandbook

Colors

Logo color placement A. Black | White logo on black (dark) background B. Grey | White logo on grey or color. C & D. White | Black, Gold, or Secondary color on white or light background.

Errors

Be sure to avoid the following usages A. Dark on Dark | Use white logo on darker backgrounds. B. Write over | Do not write over any part of logo or replace logotype. C. Distort | Do not stretch or change aspect ratio of logo. D. Rotate | Logo must remain upright with no tilt or rotation. A

Do not write over logo

The Crossing Brandbook

Size

Ratio guidelines A. Full Logo | The logotype is always the same width as the icon. B. Horizontal | The logotype is always centered with the icon and never taller. The logotype must be spaced from the icon by the width of the â&#x20AC;&#x153;Oâ&#x20AC;? in logotype. A

Isolation

Logo isolation There must be negative space around the entire logo (inlcudes all variations of logo). This space is equal to the height of the top section of the design inside of the circle.

The Crossing Brandbook

Logo Fonts

Fonts used in the logo variations The following fonts are used for “The Crossing” and each location name when they appear in each logo variation

Avenir Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

H1 Header Avenir Roman 80pt / 80pt leading

Sub-Header Avenir Book 24pt / 30pt leading

BC (Body Copy) Avenir Light / Medium 12pt / 15pt leading

Caption Avenir Light 9pt / 15pt leading

AaBbCcDd 1234!@£$ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

The Crossing Brandbook

Palettes

Brand colors The official brand colors of The Crossing are Black, White, and Metallic Gold. These colors are exact and are not to be altered.

C000 M000 Y000 K100 / Pantone: Process Black / Web #121212 /

C000 M000 Y000 K000 / Web #FFFFFF /

C20 M30 Y70 K15 / Pantone 872c / Web #A99156 /

Secondary colors These secondary colors support the brand colors. This serves as a guide to inform the decisions we make to use colors outside of this set. While this list is not prescriptive of the only colors to ever use, we need to all be responsible in how we communicate with the colors we choose.

C69 M19 Y4 K0 / Pantone: 7688c / Web #3C9AC3 /

C1 M91 Y72 K3 / Pantone: 186u / Web #D33842 /

C30 M22 Y17 K57 / Pantone: Cool Gray 9c / Web #555A5D /

The Crossing Brandbook

Business cards and stationary Business cards and stationary will use the same design across departments and campuses in order to unify all staff of The Crossing. Both short and long format letterhead are displayed at the right. The use of these templates unifies all of our mailings and member contacts. For business cards, each staff member will choose a brand or secondary color to use on their card.

sadfa Brand or Secondary Color

Matching front

Dear Sir,

Brand or Secondary Color

Nam faccuptat expedit invelec eaquiani iumqui temperitat. Cearum iunt ommoluptasit aci venis et aceatibus ex essimilita nim aut pe non endisto rectia verios enihil ipicia sequatis adissunt mo molupta cus acea accuptatur, sa dit, quias am dolendenis suntur mint. Uptatem arume delest, que sequiat quuntios ent vel mi, ut et vel ilitatia alignatur? Nobitiat ut libus rem etur, verum apictum vendis et, experio nseque dolorib usdaepe quias ma si omnis volor reicita tiureictaqui dolorendeles everunti dolupta aut quis pratempos et lacipsam res sus, ut ommodis cipsapiendit doloreius ipsus volupta tquiaerio opta conse con evenit, ullibus enihil minvellora doluptatio tem dolectur? Magnimi, odistores earis audanih itatia perrum reptae nis excepra quis in nulla asitas re mil ese dunt ut fuga. Faccatur? Lit laut ratius quiate odi nam, quae omnis solum et fugitia ius, et hillend usciis andi omnihil latisentis adion nonsequ aercium nis mo mo volorero del maximpor sum ut aut quisciis inctur soluptio es dollor re, qui unto eaquis eossimus conecescid que optatio cum sectur sum dolor minctatur? Nonserum deliqua tiusam, quias ni nonseque presto optatem ea imagnim quas ex expliqui cuptas ilique volent, nit odit, coribus reptae niantia pratiorro dollautaquis dipisiti debiti con exero oditatur mosanto etusdan duscid moluptur sum fuga. Nemporum is sam se liquatquid ullam lanisseque vellab ius esequid quat. Onse re, inumque volupid mi, officatem int qui to eatur archill ecabo. Re voloria sum quae excesti scienim qui quati occae odiscit et is volorit ioritibus, seditatur alignis qui dolum simus

Yours Sincerely,

Signature YourName Your Position

Address Line 1 Address Line 2 City, State Zip Code

Email email@thecrossing.net www.thecrossing.net

Phone 0 000 000 0000 Fax 0 000 000 0000

Dear Sir,

Brand or Secondary Color

Nobitiat ut libus rem etur, verum apictum vendis et, experio nseque dolorib usdaepe quias ma si omnis volor reicita tiureictaqui dolorendeles everunti dolupta aut quis pratempos et lacipsam res sus, ut ommodis cipsapiendit doloreius ipsus volupta tquiaerio opta conse con evenit, ullibus enihil minvellora doluptatio tem dolectur? Magnimi, odistores earis audanih itatia perrum reptae nis excepra quis in nulla asitas re mil ese dunt ut fuga. Faccatur? Lit laut ratius quiate odi nam, quae omnis solum et fugitia ius, et hillend usciis andi omnihil latisentis adion nonsequ aercium nis mo mo volorero del maximpor sum ut aut quisciis inctur soluptio es dollor re, qui unto eaquis eossimus conecescid que optatio cum sectur sum dolor minctatur? Nonserum deliqua tiusam, quias ni nonseque presto optatem ea imagnim quas ex expliqui cuptas ilique volent, nit odit, coribus reptae niantia pratiorro dollautaquis dipisiti debiti con exero oditatur mosanto etusdan duscid moluptur sum fuga. Nemporum is sam se liquatquid ullam lanisseque vellab ius esequid quat. Onse re, inumque volupid mi, officatem int qui to eatur archill ecabo. Re voloria sum quae excesti scienim qui quati occae odiscit et is volorit ioritibus, seditatur alignis qui dolum simus Nam faccuptat expedit invelec eaquiani iumqui temperitat. Cearum iunt ommoluptasit aci venis et aceatibus ex essimilita nim aut pe non endisto rectia verios enihil ipicia sequatis adissunt mo molupta cus acea accuptatur, sa dit, quias am dolendenis suntur mint. Uptatem arume delest, que sequiat quuntios ent vel mi, ut et vel ilitatia alignatur? Nobitiat ut libus rem etur, verum apictum vendis et, experio nseque dolorib usdaepe quias ma si omnis volor reicita tiureictaqui dolorendeles everunti dolupta aut quis pratempos et lacipsam res sus, ut ommodis cipsapiendit doloreius ipsus volupta tquiaerio opta conse con evenit, ullibus enihil minvellora doluptatio tem dolectur? Magnimi, odistores earis audanih itatia perrum reptae nis excepra quis in nulla asitas re mil ese dunt ut fuga. Faccatur? Lit laut ratius quiate odi nam, quae omnis solum et fugitia ius, et hillend usciis andi omnihil latisentis adion nonsequ aercium nis mo mo volorero del maximpor sum ut aut quisciis inctur soluptio es dollor re, qui unto eaquis eossimus conecescid que optatio cum sectur sum dolor minctatur? Nonserum deliqua tiusam, quias ni nonseque presto optatem ea imagnim quas ex expliqui cuptas ilique volent, nit odit, coribus reptae niantia pratiorro dollautaquis dipisiti debiti con exero oditatur mosanto etusdan duscid moluptur sum fuga. Nemporum is sam se liquatquid ullam lanisseque vellab ius esequid quat. Onse re, inumque volupid mi, officatem int qui to eatur archill ecabo. Re voloria sum quae excesti scienim qui quati occae odiscit et is volorit ioritibus, seditatur alignis qui dolum simus Nobitiat ut libus rem etur, verum apictum vendis et, experio nseque dolorib usdaepe quias ma si omnis volor reicita tiureictaqui dolorendeles everunti dolupta aut quis pratempos et lacipsam res sus, ut ommodis cipsapiendit doloreius ipsus volupta tquiaerio opta conse con evenit, ullibus enihil minvellora doluptatio tem dolectur? Sincerely,

Your Name Your Title

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The Crossing Brandbook

The guidelines laid out in this document are for the overall appearance of media produced by The Crossing and for The Crossing. It is truly important to our DNA and future that we maintain a unified image with continuity throughout all of our locations and documents. With your help by following these guidelines, we can protect The Crossing from presenting an image that has a contradicting message. There may be situations when exceptions to these guidelines are necessary. If this is encountered, please contact media@thecrossing.net for assistance and approval. Ultimately, by presenting ourselves in the best way possible, we allow for minimal distractions from presenting the gospel to our communities. Thank you.