BRANDSTANDARDSGUIDEHow to use the Christ Journey Church brand to maintaina cohesive identity in all mediums of visual communication

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Brand Standards Guide OverviewAbout Our BrandThe Christ Journey Church Logo Logo Usage Alternate Logos Incorrect Logo Usage Stand Alone IconTypefacesThe Primary ColorsSupporting Visual Elements Imagery Texture Shape The IconCorporate Print Pieces

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BRAND STANDARDS GUIDE90% of all communication is nonverbal and weprocess images 60,000 times faster than text alone. At Christ Journey Church, our brand is our most valuable asset in visual communications. It embodies the vision and mission, and likely serves as the first impression of the church with any audience in person or online at christjourney.org.

The consistent application of a cohesive identity is crucial to supporting the message we carry. Our brand is a tool and, when used correctly and consistently, it ensures that every touch point reinforces the vision and mission of the Christ Journey Church we know and love; and that we want the world to know.

This guide contains constraints, rules and examples for maintaining a cohesive identity in all aspects of Christ Journey Church’s visual communications. It is as much a tool to help you, as it is to help all of us to speak visually with one voice. Every employee, intern and ministry volunteer plays a part in ensuring that visuals (produced in-house or with an outside professional) under their supervision hold fast to these standards.

The Communications Team will provide strategic assistance on any branding applications that are unclear to you. We’rehere to help, and we are passionate aboutour brand.

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ABOUT OUR BRANDThe mission of Christ Journey Church is to help people find and follow Christ. We do this by cultivating relevant environments towards Christ-centered living. Our values are:

• The Gospel• Life change• Missions• Serving• Family• Relevance• Community

The following words tell the story of the visual identity:

• Starting point• A compass giving direction• Moving forward• Missional• Modern• Diverse

Logo UsageThe Christ Journey Church name, icon, and other official marks are legally registered trademarks and can only be used on official materials and communications produced by Christ Journey Church.

All uses of the above words, symbols and graphics must have prior, written approval from the church. This applies to all forms of promotions, products, merchandise or externally produced communication, includingprinted materials such as internal and external posters, brochures and fliers, imprinted merchandise, videos, films, television, radio, and digital images and media, such as the internet, web sites, DVDs, CDs, etc.

For more information on appropriate use of the Christ Journey Church name, icon, and official marks, and to facilitate approvals for their use, contact the communications staff of Christ Journey Church.

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CHRIST JOURNEY CHURCH lOGOComponents• the icon - a round shape with an arrow cut out from the inside, representing a compass or starting

point, that points upward• the logotype - the words “Christ Journey Church”

Placement and Font• the components of the logo together are the backbone of the visual identity; in most cases these

should be used together• in certain cases, the icon may be used separately from the logotype, but the logotype should never

be used without the icon

icon

logotype

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limits & Padding The logo should always have ample breathing room. Maintain a generous “safe” area equal to .125 inches all around. This frames the logo with visually equal padding. Note the clearly defined spacing limits in the example. Signage application limits are similar.

Sizes The minimum application size for print applications of the logo is 1 inch. Smaller uses of the logo may detract from the overall visual impact and cohesive branding.

Color Refer to the Colors section of this guide for details on colors.

lOGO USEUsing the logo properly and consistently

1”

.125”

It is important for us to project a consistent, unified brand presence through our logo and in all of ourmarketing and communications. Each piece we create, whether written or visual, printed or electronic, makes a statement about who we are. For this reason, basic rules for proper use and consistent design have been developed to maintain the integrity of our logo.

The following graphic guidelines provide a detailed overview of the Christ Journey Church logo. They outline the basic graphic components of our logo, its proper use, fonts and color palette.

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AlTERNATE lOGOSOther acceptable versions of the logo

original version

all black*

reversed logotype on dark background* all white on dark background*

* These logos should only be used when the following are considerations: one-color print jobs, large print cost(s), outdoor signage implementation for increased readability or a harsh clash of colors with any message series color scheme or other print piece. Please utilize minimally and with purpose.

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INCORRECT lOGO USAGEHow not to use the logo

do not remove the icon

do not use obvious drop shadowor neat-o Photoshop effect

do not resize disproportionately(no stretching or squishing)

do not change the colors

do not change or use different fonts

do not angle or rotate the logo

CHURCH

CHRIST

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STAND AlONE ICONThe following symbols can be used as a stand-alone icon or as a design element. It can be used as an accent or as a background image with low contrast. Don’t reproduce the symbol in any colors other than those shown below.

full colorfull color with gradientfor depth (mainly for web)

all shades of black and gray

white on a dark background

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TYPEFACES

Proxima Nova Bold

Proxima Nova Regular

There are two typefaces used in the logo:

HEADlINES

Proxima Nova Bold or Extrabold

BODY COPY

Proxima Nova Regular

Typography is one of the most important design elements used in almost every communications application imaginable. Good typography allows you to visually differentiate sections of information as headlines, text or captions. From the hundreds of type fonts available, Proxima Nova was selected for use throughout all Christ Journey Church communication materials.

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THE PRIMARY COlORS This is the color palette for all mediums.

Color plays an important role in the Christ Journey Church identity program. The colors below are recommendations for various media and applications in communicating Christ Journey Church in color.

Pantone 7563

CMYK: 11,40,96,0

Pantone 563

CMYK: 57,7,31,0

Pantone 424

CMYK: 56,49,45,13

Pantone 446

CMYK: 0,0,0,90

The following colors can be used to complement the primary color scheme:

CMYK8,14,96,0

CMYK0,51,96,0

CMYK31,65,94,21

CMYK61,0,76,0

CMYK54,0,11,0

CMYK89,48,40,14

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SUPPORTING VISUAl ElEMENTSThere are several elements that help make up the visual identity for Christ Journey Church. Each element has several variations that can be used in different communication tactics. Also, the elements should be combined in ways that are audience and message appropriate.

The following section provides specific guidelines for the creation and use ofthe Supporting Visual Elements. When used in accordance with these guidelines, these elements work together to reinforce the vision and strategy of Christ Journey Church, creating a consistent visual brand in the minds of our target audiences.

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IMAGERYWhat to keep in mind when working with photos

Imagery used with Christ Journey Church’s brand should capture the nature and essence of the brand. In selecting and taking photos, choose as many photos as possible of people in settings outside of the church evironment. Choose photos taken by Christ Journey Church of our own people and events when possible. Stock images may also be used. This approach communicates our vision of reaching the world. We want to emphasize diversity and being the church out in the world through the photos that we choose.

Sample photos (only for reference):

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TEXTURETexture will help establish a personal and warm feel to Christ Journey Church’s communication, softening the overall feel. The texture should not be overpowering but should complement the design. The texture can be colorized or blended to create the desired effect.

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SHAPESCircles and Angled ShapesThese shapes can be used to highlight areas of the design, including providing space for appropriate text. The shape of the circle is, by itself, a symbol of oneness and completeness that’s reflected in the shape of the logo. As a large design element, it may be used to divide a page into sections with a curved edge. As a smaller element, it may be used to call attention to important text or key messaging. Angled shapes can also be used in this manner and should always be angled in the upward direction at approximately a 45-degree angle. Other upward angles may be used as well. To create depth, shapes may be overlayed onto one another.

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THE ICONThe logo icon can be used as a graphic element as well. Let it bleed off of the bottom left orbottom right corner. When used in this manner, make sure that more than half of the icon is visible on the page. The icon can also be used as a large border element, where most of the icon bleeds off the page.

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CORPORATE PRINT PIECESThe standard stationery

The following are the standard stationery pieces to be used by all ministries at Christ Journey Church.