cvm styleguide

Brand & Style Guide.May 2015

19303 Fremont Ave. N., Seattle, WA 98133 | T:206.546.7569 | F:206.546.7458 | cvmusa.org

2 Christian Veterinary Mission Brand & Style Guide

CVM’s mission is to challenge, empower and facilitate veterinary professionals to serve others by living out their Christian faith.

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This book is a guide to the Christian Veterinary Mission brand. We hope this book helps you better understand our new look and our strategic identity, as an organization that is devoted to sharing the love of Christ through veterinary medicine.

Our brand helps us share our unique story in a compelling way. It makes us memorable. Christian Veterinary Missions’s brand highlights our strengths and positions us well amongst other organizations.

The purpose of this book is to help you know how to use our logo, and adapt other brand elements into materials that you may produce. When Christian Veterinary Mission has unity in appearance and message, it strengthens the organization as a whole. We need to have the same story, and the same look. We are an organization called to excellence in our programs, and we hope to extend that ideal into all of our marketing materials.

3 Our brand

4 The meaning

6 Our logo

10 Our fonts

11 Installing fonts

12 Our colors

13 Our Photos

15 Contact us


Primary meaningChristian Veterinary Mission’s logo is a visual representation of our story. The icons within the logo illustrate four main ideas: the cross represents our foundation in Jesus Christ, the Rod of Asclepius shows our desire to challenge veterinary professionals to live out their faith through their profession, the sheep represents the animals that are a bridge to rela-tionships, and the globe represents the reach of our ministry.

Our logo symbolizes our diversity and brings our purpose, foundation in Christ and the glob-al impact of veterinary medicine together in one graphic story. In 2013, over 43,000 people heard the Gospel through our ministries.


Our logo comes in two different versions. A hori-zontal and vertical one. The horizontal version has an alternate version with abbreviated text.

1. Primary horizontal logo This is the primary version of the logo that should be used as the default

2. Vertical logo The vertical logo should be used for narrow documents or to achieve a cer-tain design objective.

3. Mark This version should be used when the name will not be legible because the logo is small.

Our brand themeBeyond our logo, our design team has produced a set of elements that should be used across our brand. With consistent usage, this look will help us become recognizable at a glance, and unified in our appearance across the world. These include specific colors, photo treatments, logo usage and more.

The Christian Veterinary Mission JournalThe “Christian Veterinarian” journal produced by the Seattle office should be the primary reference point for design direction, along with this brand book. Our designers produced the journal after the logo, but attention to all other elements. Because of that, the careful design of the journal has been used as a reference point for nearly all other design direction. Likewise, if you are producing materials outside the Seattle office, look to the journal for guidance about our brand theme.

Note. All versions of the logo come in a black and white variation as well as black with no halftones variation. These should be used when color is not an option. The white and no halftone version may be used on a case-by-case basis and need approval.

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Do’s and don’ts. How to effectively use our logo.

Do’s1. Maximum & Minimum Size

To ensures readability, the Christian Veterinary Mis-sion logo should not be printed larger than 2.8” wide or less than 1.85” wide and 200 pixels wide for the web. There should always be 1/2 the height of white space around the logo.

2. Dark backgrounds Use the white version of the logo on a dark back-ground to provide contrast with the background. The white version of the logo requires approval from Creative Director.

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Don’ts

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3. Bad colors! Don’t put the logo on backgrounds with colors that clash.

4. Pictures Don’t use the negative logo on backgrounds that are too cluttered.

5. Transform Don’t squish, rotate, or add any embellishments to the logo.

6. Out with the old Don’t use our old logo.

7. Squashed Don’t compress the logo vertically when you resize it, make sure to maintain the aspect ratio.

8. Condensed Don’t compress the logo horizontally, keep the proper proportions.

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Klinic SlabThe Klinic Slab type family is our primary font. It’s a type-face that’s approachable yet professional. Klinic Slab Bold is used for headlines within body text and Klinic Slab Book/Italic are used for body text.

Our typeface is part of how we tell our story.

Klinic Slab Book ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-nopqrstuvwxyz1934567890

Klinic Slab Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-nopqrstuvwxyz1934567890

Klinic Slab Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-nopqrstuvwxyz1934567890

Klinic Slab Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-nopqrstuvwxyz1934567890

*All numbers must be in Tabular Lining: 1234 vs 1234 (Select text > Character Panel > Open Type options > Tabular Lining)

Aa

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Mission Gothic The Mission Gothic type family is our secondary font. It’s a typeface that’s clean yet fresh. Mission Gothic Bold is used for headlines, Mission Gothic Light is used for subheads, and Mission Gothic Regular Italic is used for callout quotes.

AaMission Gothic Light ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstu-vwxyz1934567890

Mission Gothic Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstu-vwxyz1934567890

Mission Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-nopqrstuvwxyz1934567890

*All numbers must be in Tabular Lining: 1234 vs 1234 (Select text > Character Panel > Open Type options > Tabular Lining)


TFArrow MediumThe TFArrow Medium typeface is our logo font. It’s a typeface that’s professional and youthful. It should only be used as a part of our logo.

AaTFArrow Medium ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-nopqrstuvwxyz1934567890

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Windows 7 The easiest way to install a font is to double-click on a font file to open the font preview and select ‘Install’. Keep in mind that you must be an Administrator on the target machine to install fonts.

Windows VistaTo install a TrueType or OpenType font on Windows Vista, right-click on the font file and then select ‘Install’. You can also drag or paste a font into the Fonts Control Panel.

Note: In Windows Vista if you double-click on a font the ‘Install’ button is not available in the font preview. This is a new feature in Windows 7.

Windows XPTo add a new font to your computer:

1. From the ‘Start’ menu select ‘Control Panel’, then select the ‘Appearance and Themes’ category.

2. Select ‘Fonts’ from the ‘See Also’ panel at the left of this screen.

3. On the ‘File’ menu, select ‘Install New Font...’

4. Click the drive and folder that contain the fonts you want to add.

5. To select more than one font to add, press and hold down the CTRL key, click the fonts you want, then click on ‘OK’.

Installing fonts on your computer can be confusing. Here are some easy instructions to help you out.


Our colors help us stand out. They are variations that have been carried over from the old brand to maintain consistency for our donors and benefi-ciaries.

Uniqueness & ApproachabilityAfter looking at the colors used in our previous branding, we saw the colors were lacking an attractive and youthful quality. These new variations on those same colors are largely unique to us. The light blue and dark blue are cool colors which are indicative of our approachability as an organization.

CVM Light Blue PMS 2985 C CMYK: 60, 0, 0, 0 RGB: 68, 200, 245 HEX: #44c8f5

CVM Light Blue75% CVM Light Blue 50% CVM Light Blue 35%

CVM Dark Blue PMS 654 C CMYK: 92, 67, 10, 32 RGB: 0, 58, 112 HTML: #144477

CVM Green PMS 368 C CMYK: 50, 0, 100, 0 RGB: 141, 198, 63 HTML: #8dc63f

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Our photos help us tell the story of what God is doing through veterinary medicine.

RelationshipsWe highly value relationships, and above all, our relationship with Jesus Christ compels us to love and serve others with the talents, skills, and experience he has given us, and in so doing, to introduce others to Christ. We want our photos to reflect the importance of relationships.

1. Veterinary professional, client and animal The optimum photo that represents what CVM does should have three individuals: a veterinary professional, a client or national, and an animal.

2. Veterinary professional and client Show relationship with two individu-als: the veterinary professional, and the client or national. This leaves out the animal aspect, but still maintains relationship.

3. Two or more veterinary profession-als When showing relationship between veterinary professionals, whether stu-dents or in practice, use two individu-als at minimum.


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Whether it comes to usage for our logo, designing or printing brochures, or any other design questions, please contact us. We also want to be a resource for you in telling the Christian Veterinary Mission story. We’re here for you and are honored to be on your team, as we seek to be transformed into something better. And only by the grace of God can that happen. Thank you, and enjoy our new brand!

Call or email us. We want to help you through any of your design dilemmas.

Jonathan Steck

Fundraising and

Communications Director

(206) 546-7368

[email protected]

Melissa Sims

Marketing Coordinator

(206) 289-7954

[email protected]

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