“at bottom, every ideal of style dictates not only how we should …€¦ · 22-06-2020 ·...

Inner City Brand Guidelines, June 2020

INNER CITY

Inner City Guidelines Addendum

Creating options together™

“At bottom, every ideal of style dictates not only how we should say things but

what sort of things we may say.”

C.S. Lewis

Inner City Brand Guidelines, June 2020 2

INNER CITY

CONTENTS

3 Brand Overview

4 Logo

5 Tagline

6 Color Scheme

7 Textures

8 Imagery

9 Trademark Overview

10 Inner City Lexicon


INNER CITY

BRAND OVERVIEW

Inner City is like a room in the Cru® house. Just like any room in a house, we want it to fit in with the overarching theme of the house decor. But within those parameters, we have the freedom to decorate our room with its own distinct touches that distinguish it as unique within the larger structure.

The Cru Style Guide is to remain the primary source for information about the Cru brand. This addendum is to be used to guide Inner City’s “room in the Cru house.”

The following are designed to communicate the Inner City room in the Cru house.

Cru Branding Guide : https://www.cru.org/brand

Gospel of Style : https://staffweb.cru.org/content/dam/staffweb/Text/Shared-LH-Comm-Web/2017/04/gospel-of-style.pdf


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We are Cru®. We are part of the Cru movement, which works in many different contexts. When it is clear to the audience that your particular context is the inner city, you should simply refer to yourself as Cru by using that logo without the Inner City descriptor.

We are Cru, serving in the Inner City. Whenever the context of your work is not clear, or when dealing with any type of fundraising, you should use the Cru logo with the Inner City descriptor underneath it.

We began as Here’s Life Inner City. For legal reasons, whenever possible, at the footer of documents or emails, we want to say: Cru’s inner-city ministry began as Here’s Life Inner City.

Cru LogoIf you are designing a brochure where the pictures and the text portray our work in the inner city, then the Cru logo should be used. (Meaning, the context of the piece will already give a clear picture that this work is focused on seeing the inner city trans-formed by the gospel.)

If you are producing a banner to be used at your Compassion in Action events where people arriving at your event know that the work is being done on behalf of the inner city, the Cru logo should be used.

Inner City DescriptorIf you are designing a stand-alone mail or email piece that will be used for fundraising purposes, you should use the Cru logo with the Inner City descriptor.

If your city is designing a Fellowship Dinner invitation, use the Cru logo with the Inner City descriptor.

If you are creating a recruiting banner or display booth where multiple divisions of Cru will be present, you would want to use the Cru logo with the Inner City descriptor.

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LOGO

Which logo serves my audience best?

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INNER CITY

TAGLINE

Creating options together™ Creating options together is the tagline for Inner City. It conveys the essence of what we do and who we are as a community: a movement that recognizes poverty as a lack of options and acts to create options that are Christ-centered, that demonstrate biblical justice, and address the needs of the whole person. We want to use this tagline whenever possible.

Guidelines

• We capitalize the first letter of the tagline and nothing else.

• We do not use a period at the end of the tagline.

• We always make sure to place a ™ at the end of the tagline.

Typically a tagline will go very close to an organization’s logo. However, because our lockup space is occupied by our Inner City descriptor, we cannot put our tagline too close to the Cru® logo.

We are currently using the tagline in the footer in our business cards, stationery and many of our appeals. We should continue to do so. In addition, we encourage you to find more prominent placements in design pieces for the tagline that don’t violate the lockup space of the logo.

Source Sans Pro (previously Freight Sans Pro Bold)

Lockup Space

Business CardsStationery - Footer Brochure

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INNER CITY

COLOR SCHEMEInner City utilizes the same primary, secondary, and accent colors found in the Cru® style guide. However, Inner City modifies the proportions of those colors to differentiate our brand from those of others within the Cru movement.

WhiteLike the rest of Cru, white should be a dominant color in most Inner City designs.

Cru GrayUnlike the rest of Cru, Inner City uses Cru Gray as a dominant color alongside white. The gray helps communicate the difficult reality of inner-city life that many urban residents encounter on a daily basis.

Cru GoldInner City uses Cru Gold in smaller proportions than the white or Cru Gray.

Cru Orange, Cru Deep Blue, and Cru Bright BlueInner City uses the same secondary and accent colors as Cru and follows the same guidelines found in the Cru style guide.Complete color details can be found in the

Cru Style Guide. The colors have changedslightly since first introduced in 2011. Thenew colors can be found atwww.cru.org/brand.

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INNER CITY

TEXTURESAbstract Textures

Graphic Textures

Textures are an especially important element for the Inner City brand. Along with images, they help distinguish us from other movements within Cru®.

Abstact TexturesThese textures are characterized by a more subtle quality that hints at our context without overpowering other images or text. In general, these textures can have some text laid over top of them, and function to incrementally communicate a sense of

“inner city.”

Graphic TexturesThese textures are a hybrid of images and texture. They are more bold than abstract textures and tend to draw more attention to themselves. In general, these textures should not have text laid over top of them. They function primarily to add visual pop to large white spaces, to support other images in a design piece when necessary, and to convey a sense of “inner city” to our audience.


INNER CITY

IMAGERY

Photos are another way Inner City can differentiate itself from other movements within Cru®. We want our photos to reflect who we are and what we do. Here are a few useful guidelines for selecting photos:

A. Relational Inner City is about relationships and mutu-ality as we create options together. Photo-graphs that show at least two people help reflect this sense of relationship.

B. HopefulAs an evangelical organization, we believe our God is present and active in the city, bringing hope in the midst of struggles. Photographs that reflect this hope through positive images and expressions help com-municate this message.

C. AuthenticInner City is about authentic and transfor-mative relationships. Whenever possible, we want to use real photographs of real people, as opposed to stock imagery, to convey this sense of authenticity.

D. UrbanAs our name suggests, Inner City is distin-guished from other movements by our context. Photographs can be an important tool to communicate our urban setting.

E. DiversePhotographs should convey the breadth of diversity (race, age, and gender) of our cities.

F. MovementIt’s important that photographs depict action or movement whenever possible to give the audience a sense of God at work.


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TRADEMARK INFOWhen any registered or trademarked word or phrase appears in a headline or title, and then appears again in the body of the text, the symbol should appear in both the headline or title as well as the first time it appears in the text.

When producing a publication that contains several articles or stories, each story should follow the guidelines as if it were an individual article or story. So if you use the trademark symbol on a reference to a PowerPack® in the first article and then again in another article, it should show the trademark symbol both times (but in each article, only the first time it appears).

Trademark SizingIt’s important to remember that trademarks are designed for lawyers, not for do-nors. In fact, using them too often or making them too visible can be obtrusive and make our writing feel less sincere and authentic.

When using ™ or ® after a word, there are a couple easy rules of thumb to follow if you are able:

Either make the trademark as small as possible while still being legible.

or

Set the trademark a little smaller than half the x-height of your text.

As the text sizes increase, the trademarks should become proportionally smaller. This is especially true when you are working with headlines.

Trademarks for Inner City

• The name S.A.Y. Yes! Centers for Youth Development® - U.S. Registration Num-ber 2108231

• The name S.A.Y. Yes!®

• The name Compassion by Command® - Registration Number 3037240

• The name Box of Love® - California state trademark registrations 67155 and 114445; U.S. Registration Number 4122789

• The name Boxes of Love® - California state trademark registration 67154; U.S. Registration Number 412629

• The name Summer in the City®

• The name PowerPacks®

• The name PowerPack®

• The name Heart & Sole® - (Not Heart & Sole Shoes; the Hear t & Sole Shoes Company claims that trademark) US Registration Number 4330988

• The name Compassionate Products™

• The name Urban Immersion™

• The name Creating options together™

• The Cru® logo every time it appears

• The Cru logo with Inner City descriptor every time it appears

• The name Cru®

• The name Cru® Inner City


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Inner City LexiconAfrican AmericanPreferred term for those of African descent. See entry for black for more information. When used as a noun or adjective, there is no hyphen. (Here GOS differs from AP, which uses a hyphen in all instances. Web-ster’s, however, presents both versions as acceptable.)

Asian AmericanTerm for those of Asian descent. Many prefer a more specific reference, such as

“Chinese American” or “Japanese American.” Whether used as a noun or adjective, no hyphen is used.

BibleCapitalize all names for the Bible (God’s Word, for example), as well as major sec-tions (Minor Prophets, for example) and individual books, but lowercase adjectives referring to the Bible, such as biblical.

See the Scripture entry for all other ref-erences to proper written style for Bible quotations.

body of ChristLowercase in this reference to all Christians collectively (also see the church entry for more information)

*Book of HopeA special edition of the Book of Hope is distributed with Easter Bags. Although commonly referred to as the Urban Book of Hope, that is not its official title.

*Box of Love® or Boxes of Love®

Use Boxes of Love®, Box of Love® Outreach, Box of Love® Initiative, NOT Box of Love® Campaign

Campus Crusade for Christ InternationalRefers to organization as a whole. Only use this as a first reference in formal documents like a national or city report.

Campus Crusade for Christ, Inc.This is the proper legal name of the ministry, to only be used for the annual report, fi-nancial or corporate reports, and copyright notices

churchDo not capitalize when referring to all Chris-tians collectively, but do capitalize when part of a church’s name.

Correct: Local leaders met to challenge the church to return to holy living.

Local leaders challenged members of North-land Community Church to holy living.

*Christ-centeredThis is an adjective, whether adjacent to the noun being modified or not. Christ centered is incorrect.

Example: We are a Christ-centered ministry.

Cross, theUppercase when referring to the event (see Resurrection entry for more information); lowercase when referring to the object upon which Christ was crucified.

Example:

Jesus died on the cross.

The Cross was a defining moment in Jesus’ earthly ministry.

Cru®

The correct re-branding language is to use: Cru is the name of Campus Crusade for Christ in the United States. Refer to the Gospel of Style on the StaffWeb for more detailed instructions.

disciple (noun)Lowercase even when the word appears before a name (exception to Webster’s). Technically it is not a title. The same applies to the word apostle. Avoid identifying someone with this term in the biblical sense unless referring to one of Jesus’ disciples.

disciple (verb)Avoid using as a verb—the word doesn’t communicate clearly as such even to most Christians.

For example:

Tori loves to disciple students at Cal Poly.

It’s better to use verb constructions such as “train in their faith,” “teach basic princi-ples of Christian living,” and so forth, even if it requires using more words, so that the precise meanings of personal discipleship activities can be captured and thus commu-nicated accurately to individuals who don’t understand the concepts.

evangelism and discipleshipNote the order of the two words—in minis-try, evangelism usually precedes discipleship. Make sure your audience understands the meaning of these words; in Cru, many words have become jargon.

follow up, follow-upNote the distinction: Follow-up is a noun or adjective; follow up is used as a verb. These expressions are somewhat overused in Cru circles and often misunderstood by the average Christian. Make sure your audience understands the meaning of the terms.

The common usages from the Cru Gospel of Style and others common to the inner city.


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GodCapitalize names or titles directly identifying any of the three Persons of the Trinity, such as the Almighty, Alpha and Omega, Com-forter, Lamb of God, Master and Redeemer. Lowercase other nouns of more generic usage, such as the way, deliverer and rock; or, in scientific usage, intelligent designer.Capitalize pronouns referring to God, such as He, Thy, You, and Me. Although One is technically not a pronoun, it’s typically used like one in referring to God, so it’s accept-able to capitalize that as well.

Lowercase such non-nouns as who, whom, and whose when referring to God.

Use these style guidelines even if the source you’re quoting from uses a different style. It’s acceptable to change capitalization in quoted matter, including Scripture (see Scripture entry for more information).

good newsLowercase when referring to the message of Christ (see gospel, Gospel(s) entry).

gospel, Gospel(s)Lowercase when referring to the message of Christ, but capitalize when referring to any or all of the first four books of the New Testament (“He presented the gospel while keeping his Bible open to the Gospel of John”). The presence or absence of capitalization helps confirm the meaning you’re using. The word gospel might mean a variety of things to different people and

therefore lose its meaning. Avoid usage of gospel by itself with non-staff audiences. Either include a brief description with the word or, even better, replace gospel with a descriptive phrase in place of it.

Examples:

Many people heard the good news about Jesus that night.

The speaker presented the message of God’s redeeming love in Jesus.

Sally Student told Agnes Agnostic about how to become a Christian.

help fulfill the Great CommissionNote help. The word help is important to include when referring to many of our min-istry activities. It emphasizes the fact that it is not our work alone. It leaves the meaning open to include the work of the Holy Spirit, Cru’s partnerships with other ministries, and the work of other entities within the body of Christ.

The same principle applies to other ministry activities, especially those closely associated with Cru, such as “spiritual movements,” for example.

Hispanic/LatinoAmericans of Latin decent have differing preferences on how they’re identified. In general, Floridians tend to refer to them-selves as Hispanic, while on the West Coast Latino is more popular. Always seek to use

the phrase most preferred either by your specific audience or by the person being identified.

holyAlways lowercase when using as an adjective in the construction holy God.

Holy SpiritAlways capitalize when referring to the third Person in the Trinity. See God entry for more information in the Gospel of Style.

*inner-city/ inner cityInner-city is an adjective, inner city is a noun.

Examples:

We provide resources to inner-city churches.

We serve churches in the inner city.

kingdomDo not capitalize even when referring to the kingdom of God.

mission, mission workSingular when referring to worldwide evangelism and discipleship, not plural (“mis-sions”). This emphasizes the ultimate singu-larity of purpose among everyone involved in making Christ known around the world, regardless of organizational affiliation.

nonbeliever/unbelieverNonbeliever, not hyphenated, is preferred and only capitalized at the beginning of a sentence.

one-to-oneThis is the proper way to refer to meeting, discipling or talking. One-on-one implies confrontation.

*people of colorThis terminology is to be used when referring collectively to persons of various ethnicities, such as African Americans, His-panics, Asian Americans, etc.

*resourceThis is a noun. Do not use as a verb. If a verb is necessary to the contest, use phrases like,

“provide resources.”

ResurrectionCapitalize when it stands alone, as with all names of major events in the Bible and the life of Christ (“Ascension,” “the Fall,” “Cre-ation,” for example). Lowercase when used with the name of Jesus Christ (“the resur-rection of Christ,” for example).

Inner City Lexicon The common usages from the Cru Gospel of Style and others common to the inner city.


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salvation decisionsBe careful to phrase these accurately.

Avoid saying, “He prayed to receive Christ,” because this implies that prayer is the way one becomes a Christian. The emphasis should be on faith, not prayer. Instead, say,

“He prayed and received Christ,” or “He com-mitted his life to Christ.” Avoid the phrase

“decisions for Christ.” Instead, say, “Nine people indicated decisions to trust Christ as their Savior,” or something similar that makes the emphasis less on decision-making and more on receiving Christ through faith. This also leaves room for the recognition that an indicated decision does not neces-sarily mean the person actually became a Christian.

Some variations on acceptable wordings:

1. Indicated that they received Christ.

2. Prayed and received Christ.

3. Put his faith in Jesus [Christ] as Savior and Lord.

4. Trusted in Jesus [Christ] as Savior and Lord.

5. Put her faith in Jesus [Christ] as the One who died for her sins.

6. Asked Christ to forgive his sins and give him a new life.

7. Committed her life to Christ as her Lord and Savior.

8. Accepted Christ.

9. Received Christ’s forgiveness.

10. Surrendered his life to Christ

Scripture, the ScripturesSynonyms for the Bible. Note that the initial letter “S” is uppercase: Scripture

When quoting from the Bible, you may only change capitalization (some Bible versions do not capitalize pronouns referring to God). Otherwise, leave all punctuation and spelling as is, regardless of how different it may be from Cru style or your own prefer-ence.

• When listing a series of two verses, use a comma or the word and to break up the series (Ephesians 2:8,9 or Ephesians 2:8 and 9).

• For a series of three or more verses, use a hyphen (1 John 5:11-13).

• Spell out the names of books—do not abbreviate (2 Chronicles 7:14, not 2 Chron. 7:14).

• Use Arabic numerals for books that are part of a succession (2 Chronicles, not II Chronicles). One exception: If the book title starts the sentence, spell the word out (“Second Chronicles 7:14 is my favor-ite verse”). Try to rewrite the sentence to avoid this.

• Indicate the Bible version either behind the quote or behind the reference (see examples below). Spell out the name of the version on first reference; abbreviate on subsequent references (see list of abbreviations later in this entry).

Behind the quote: “Never be lazy in your work but serve the Lord enthusiastically” (Romans 12:11, Living Bible).

Behind the reference: As Jesus asked in John 5:6 (LB), “Would you like to get well?”

• When placing the reference after the quotation, the quotation mark comes first, followed by the reference,then followed by the period (no period at the end of the actual quotation). For an example, see the “Behind the quote” example above.

• When quoting a portion of a verse, use ellipses to show what’s left out. For example, “. . . that He gave His only begotten . . . whoever believes in Him may not perish . . .” (John 3:16). In such a quotation it’s unnecessary to use letters to identify which part of the verse you’re quoting (John 3:16b, for example). See the ellipsis entry for guidelines on how to write ellipses.

The first time a Bible version is used, write its name in full. The second time that ver-sion is used, use these abbreviations (see sentences above for an example of how this is done):

Amplified—The Amplified Bible

ESV—English Standard Version

KJV—King James Version

LB—Living Bible

NIV—New International Version

NASB—New American Standard Bible

NKJV—New King James Version

NLT—New Living Translation

Phillips—Phillips Modern English

TM—The Message

For other, less common versions, as a gen-eral rule, abbreviate on second reference by using initials (TEV for Today’s English Version, for example).

Note to publication editors: It’s strongly ad-vised to determine a “default” Bible version for use throughout your publication. Identi-fy the version in a notation in the masthead (sample wording: “All Scripture quotations from the New American Standard Bible unless otherwise noted”), and conform Bible quotations to that version as much as possible. This establishes editorial consisten-cy and cuts down on version references that inhibit readability.

Inner City Lexicon The common usages from the Cru Gospel of Style and others common to the inner city.


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staff members/staff team/staff workersSome of our terminology—like coming on staff, for example—does not clearly communicate to people unfamiliar with Cru. To most people, the word staff refers to a group of people joined together to make up a team of workers. Use the word as an adjective, not as a noun. In other words, do not use staff when you mean staff team or staff member(s).

Examples of proper usages:

Paul has been a staff member for 12 years.

Paul has been a Cru staff member for 12 years.

Paul has been a staff member with Cru for 12 years.

Paul became a Cru staff member in 1987.

When Ken took the job, he surrounded himself with an experienced, competent staff team.

If Judy had her way, we’d eat Papa John’s pizza at every staff meeting.

Examples of improper usages:

Paul has been on staff for 12 years.

When Ken took the job, he surrounded him-self with experienced, competent staff.

Paul and Sophia like to joke that they came on staff for the money.

*WholisticCru uses this term as an adjective to de-scribe the whole person—mind, body, soul and spirit. It is intentionally “misspelled” to distinguish its use from the new age “holis-tic.”

*Indicates an entry created by Cru, not the communica-tions department at Lake Hart.

“at bottom, every ideal of style dictates not only how we should …€¦ · 22-06-2020 ·...

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