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A N O R G A N I Z AT I O N A L I N I T I AT I V E F O R C O H E S I V E B R A N D C O M M U N I C AT I O N

Graphic Standards + Style Guide

v 2 . 0 / 1 2 0 2 0 7The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards.Always refer to a new PANTONE Color Swatch or Solid-to-Process Color Guide for the most accurate color evaluation. All printers will output this manual differently. 01

Introduction

The 12Stone™ Church Graphic Standards &Visual Style Guide establishes official policyand protocol for the design, typography andvisual communication of 12Stone™ Church.

Our publications, stationary, signage, video,and other applications, including the Webwill begin to speak with one voice.

The style guide section describes specificrules and usages to be followed by artists,typesetters, administrative, authors, editorsand external vendors. It will continue to befleshed out over the next few months.

Adhering to these standards will help ensurethat communications from every depart-ment and campus speak with a clarity anduniformity that best represents the imageand brand of 12Stone.™

It is important that 12Stone™ conveys animage of excellence and cohesiveness to ourmany audiences. We ask you to comply withthe standards outlined here, and urge you tojoin us in implementing 12Stone™ Church's’new identity system with pride and genuineenthusiasm.

Admonishments from PKand the Executive Staff

PKSenior Pastor

C. NorwoodDavisChief Financial Officer

The focus of a graphic identity is usually asymbol or logo. However, an identity systemis much more than the utilization of asymbol. A comprehensive graphic system isa structure for communicating andpresenting information logically, clearly andwith distinction. The visual touchpointsof a brand establish a baseline and contextfor the “essence” of an organization to takeroot within their constituency.

The standards and guidelines presentedin this manual have firm organizationalsupport.

Our comprehensive commitment toexcellence in thoughtful communicationwill exemplify our commitment to quality inall other respects. The world will notice.Excellence has stopping power.

When this visual identity system is fullyimplemented, it will consistently distinguishall of our print, electronic and audio visualmaterials, and provide visual unity to ourcommunication initiatives for the first timein the history of this ministry.

Graphic Design Standards

This ministry represents the very bestartisans, thinkers, craftsman, thespians andteachers who have established such a barof excellence, that this church has becomerenowned for its innovation and creativespirit. It is not the intention of a graphicstandards manual to promote the death ofcreativity, but to provide a framework forconsistency. Great creative pursuits tend tobegin with a desire to“blow-up”conventionand do it differently. We applaud andexpect this kind of thinking to continue. Butwe also ask that creative license be imple-mented in environments where suchexpression does not hinder the conformingduties and responsibilities of brandcommunication.

The Anarchy of aCreative Culture

Until an official position exists, the duty ofoversight for the rebranding initiative andof the design standards outlined in thisinstrument will be shared by severaldepartments. Please direct your requestsfor information, camera ready artwork,and electronic files to:

C. NorwoodDavisChief Financial OfficerPhone: 678.990.9512email: [email protected]

DaveRonnePastor of Redemptive ArtsPhone: 678.990.8108email: [email protected]

Quality Control + Coordination




Tableof Contents

How to use thisStyle Guide?03 What is this resource? When should I refer to it?

And other helpful answers.

UnderstandingBranding04 Branding 101. A two-minute read. We promise.

The BrandTagline05 The Background story fueling the entire Brand...in 3 powerful words.

The BrandComponents06 What is the difference between a Brand and a Brandmark?

Isn’t it all just about a logo? NO. Come find out why.

Logo Componentsand Mechanicals08 Exact proportions and instructions for the proper appearance of the logo.

Logo -Clear Space10 Guidelines for positioning the logo among other graphic elements.

Logo -Minimum Size11 Guidelines for the reproduction of the Brand Identity at minimal size.

Brand ColorPalette12 Pantone Color Matching. RGB, CMYK process, and

HTML Indexed Color references.

LogoConfigurations14 On pages 14 - 20 we have shown configuration and color examples of all of the

different logo formats. All of which are available from the Online Image Library.

ImproperLogo Use21 Scads of No-No’s. A fairly exhaustive list of ways to defile our Brand Logo.

Please educate yourself and design responsibly.

TypographicStandards24 All things font related. Page 25 details several cues for consistency when

typesetting many organizational standards.

BrandedExamples26 Several pages of branded materials available for your use.




Howtouse this styleguide

We’ve established these standards as a source of guidance and insight forcreating communications that connect with our audiences and send theappropriate messages.

Refer to the guidelines each time you prepare a new communication piece.

These standards function as the framework for creating strong and effective brand communications.They are our rules for providing definition of acceptable ways to communicate. Bottom line -- thesestandards are your compass, a tool to direct your decisions as you create, produce and represent12Stone™ Church.

Become familiar with the guidelines and use them whenever you are communicating about 12Stone™Church and its associated ministries, whether internally to our constituency and culture or externally tothe public. Print copies are readily available from the office of the CFO, Norwood Davis or from the Pas-tor of Redemptive Arts, Dave Ronne.

These guidelines govern the use and placement of the 12Stone™ logo, fonts, color palette, type treat-ment, common correspondence and communicate formats and photography usage.

We suggest that you:

1. Browse through the guidelines to get acquainted.2. Print these guidelines and refer to them frequently.3. Visit our branding website www.12stonebranding.com to view these guidelines electronically

Brands create identity, focus and clarity. They differentiate and refine what we are and whatwe represent into a few powerful elements...a memorable, mental short-hand allows people to know us and ouractivities “at a glance.”

Successful Branding is happening when people can see a piece of literature, a billboard, a written or videomessage and on the merits of its style, excellence, and heart, recognize it as being from 12Stone™. Hearingsome one say “I’ll bet that was 12Stone™ Church” is the kind of response branding desires.

Brand components serve as a primary vehicle to ensure that we are recognized and readily identified by ourconsumers – our students and their families and friends. Effective communications build our credibility bydescribing who we are and what we can do, providing information about our services, and maybe mostimportantly – the outstanding results we’ve already achieved.

A strong brand will make people more likely to:

• Recommend a group or organization because it has credibility

• Perceive higher quality and value

• Recommend or search for an organization as a place to “belong”

• Realize the strengths within an organization, which in turn, make the entire organization stronger

• Understand a cohesive missional message

The messages we communicate...the look of our literature...how we connect with all different constituentsegments. All of these actions continually shape our target audiences’perceptions of 12Stone™ Church.It is our collective responsibility to execute on this. It is YOUR responsibility.

04The colors shown on this page and throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards.Always refer to a new PANTONE Color Swatch or Solid-to-Process Color Guide for the most accurate color evaluation. All printers will output this manual differently.v 2 . 0 / 1 2 0 2 0 7



UnderstandingBranding




Tagline | InspiringBold Crossings

The tagline “Inspiring Bold Crossings” is theshort expression that summarizes our brand.It eludes to the passage in Joshua 4 wherethe children of Israel were crossing the Jor-dan and could not have undertaken such afeat unless God showed up and in his graceshowed them favor in parting the waters.The stones that were drawn from the riverthat day and layed on the far bank, mostlikely at the nearest “crossroads,” were in-tended to beg one question of children andfuture generations to come...

What happened here? What did God do inthis place?

Now while the stones are significant in point-ing to what God has done. The crossing is thereal miracle that characterizes who God is.12Stone™ is endeavoring to do something soamazing that it is doomed to failure unlessGod shows up, much like the spectacle onthe riverbank that day.

It also eludes to the “crossing” that happensin our personal and spiritual lives every day.The crossing from death to life. From slaveryto freedom. From impoverished to heirs withChrist. From self to service. It is the crossingthat we want to illustrate through our min-istries and implore the world to participatein.

This is the bold spirit of 12Stone™ Church.To “Inspire Bold Crossings”

Background and mechanics

Inspiring Bold Crossings™




Components of ourBRAND

The BrandA consistent, encompassing expression of theorganizations essence, personality, and missionalaspirations. A “vibe” that immediately differentiatesthis organization among peers. Everything from howwe answer phones to the environmental design to the printcollateral. An imbibed feeling of trust.

BrandmarkThe official graphic arrangement of the symbol,logotype, and tagline.

Symbol / IconA graphic identifier, one that reflects the organizations peo-ple, spirit, culture and missional philosophy and which pro-motes immediate identification by the public.

LogotypeThe organizations name designed in aunique and individual style.

TaglineStrategically impregnated phrase that conveys the centralidea of who we are and what we do.

Visual identity ProgramA system of visual communications, graphicallycoordinated in such a way that the public easilyidentifies 12Stone™ its constituent parts (multi-campuses),and its public presence and activities.

Compatible TypographyTypefaces that complement the logo and are used forsupplementary copy, such as address blocks, signage,publications, and advertising.

Approved PhotographyImages that literally or metaphorically convey (“visuallypayoff”) the message, themes and intent of the verbalizedbrand, mission, ministries and core values of 12Stone™ Church.

Color PaletteApproved Pantone (PMS) matched primaryand secondary colors referenced for bothCMYK (Print) and RGB (Web/Email) use.




Components in context

FIGURE 1

SYMBOL / ICON

TRADEMARK

TAGLINE

BRANDMARK

LOGOTYPE




LogoProportions |Mechanicals

FIGURE 1

FIGURE 1

Vertical Logo | “Church”In this configuration, the individual elements (StonesIcon, Logotype, and Church subhead are seperated byequal spaces at (D) and (E) which are approximatelythe same width or depth as the thickness of the Logotypecharacters (C)

The Stones have been created with a gap between therocks at the base and this should serve as the centeringpoint (X) for the Stones Icon. The Stones Icon is in turnaligned with the pace between the “t”and the “o” in theLogotype and the right hand side of the “u” in church.

The proportionate width of CHURCH should be nogreater than the width of the stones icon. This shouldmake the height approximately 1.5X larger than the gapspace above it (E).

The vertical orientation of the brandmark uses the“Stones Left”configuration which means that the stonessit farther left on the arc. Whereas in the Horozontal orien-tation the stones sit in a “Stones Right”configuration,more to the right on the arc path. (see following page)

The (™) Trademark should always be small and alignedwith the top of the logotype’s lowercase letters.

Vertical Logo | “Tagline”All proportions remain the same. The tagline width isgoverned by the “invisible equilateral triangle” formed bythe Stones Icon and should extend to the sides of thistriangle. The Tagline is always rendered in an upper lowercase configuration and the relative height measured fromAscender (the top of an upper case letter) to descender(the lowest point of a lowercase “g”or “p” )

All VariationsThe proportions described here hold true for all verticallogo treatments whether, monochromatic, 2-color,4-color, or reversed out.




LogoProportions |Mechanicals

FIGURE 2

Horozontal Logo | “Church”This configuration was established to allow the identityto better fit many modern “landscape oriented”environ-ments such as the 16x9 video format, billboard, exteriorsignage and other instances when it is desirable to maxi-mize the footprint of the logo and view the logotype andsubheading at optimal size.

The vertical and horozontal gap (E) is equally proportion-ate to gap (H) and as in the vertical specifications, equalto the thickness of the logotype characters (D).

The width of the word church is as wide as the lettersO-N-E in the logotype.

The Height of the stone icon (which in this orientationsits to the right of the logotype) is approximatelytwo gap heights (F) and (G) above the lowercase letters inthe logotype, and extends down to 1 gap height (E)below the “church”subheading. The arc should extendproportionately to the right and left. No attempt to adjustthe pitch or size of the stones should ever be made.

IMPORTANT! Due to an optical illusion resulting from the“tail”of the arc sticking out to the right, it is recom-mended that when centering this logo in a given space,it is “cheated” to the right of center to correct the illusion.(See Figure 3 at right)

FIGURE 1

FIGURE 1

Cheated Right >

True Center




LogoClear Space

Closest Graphic or Text BoxThis text box is representative of the clear space required toproperly position the logo on a page. The same rules applywhen positioning the logo anywhere on the page but forexample purposes, we will use the upper left corner.

The“X“ height is the guiding proportion for reference.The designer should always leave a space on all sides of thelogo proportionate to the“X”height.

The exception is when an address block isadded to the logo. (see FIG. 2 for reference)

HEADLINE EXAMPLEObject set to the right, should be measured from the center of theicon, not the tip of the arc, for proper positioning.

x

equal to “x”

equal to “x”

1322 Buford DriveLawrenceville, GA 30043

FIGURE 2

FIGURE 1

Address Box ExceptionThe address box should be cheatedcloser than other graphics to establish an“attachment”to the logo.

equal to “x”

equal to “x”

equal to “x”




LogoMinimumSize

1.5 inches - smallest useWhen the logo is reduced, there is a point’atwhich it becomes ineffective. By establishinga minimum size for the logo, we can ensurethat it remains readable and prominent.




BrandColorPalette ( CMYK + RGB PERCENTAGES )

PANTONE1817

PANTONE7531

Color is one of the most differentiating brand qualities. While colors like “fire Engine” red, or-ange and purple are appropriate for retail environments and more commercialized branding,we used the interior design palette for the new building as a string reference point.

The result was a primary and secondary palette that takes on a comfortable, approachable,“restoration hardware”type of look and feel. The idea of a very“earthy”substance like stone andthe very natural setting of the new facility also played a part in these decisions.

This should not inhibit the use of a fuller spectrum of colors in areas like video, children's’ministries and youth. However the colors outlined in this style guide need to be prioritizedwhen the overarching brand is being represented and special attention to the proper way touse logos and other graphics when using colors outside this palette must be considered.

Working with Color

PRINT - PROCESS COLORS0c | 90m | 100y | 66k

WEB - SAFE COLORS111r | 18g | 0b

WEB - INDEX [ 6f1200 ]



WEB - INDEX [ 948771 ]

12STONE™ RED 12STONE™ ROCK

PANTONE7534

PANTONE7500

PANTONE5773

PANTONE5763

PANTONE7533




SecondaryPalette ( CMYK + RGB PERCENTAGES )

80%60%40%20%

PANTONE7524

PANTONE7526

PANTONE469

PANTONEBLACK

PROCESS 2 0 c 75 m1 0 0 y 7 0 k



WEB - INDEX [ bc6c50 ]



WEB - INDEX [ ab5410 ]



WEB - INDEX [ 794400 ]



WEB - INDEX [ 562200 ]



WEB - INDEX [ 231f20 ]



WEB - INDEX [ e7e0d5 ]



WEB - INDEX [ f7edd4 ]



WEB - INDEX [ 9ea374 ]



WEB - INDEX [ 727a35 ]



WEB - INDEX [ 4b3900 ]

TERRA COTTA LT. TERRA COTTA DK. HAZELNUT BROWN 12STONE™ DK. RED PMS BLACK

NEUTRAL BONE NEUTRAL BUFF LIGHT SAGE DARK SAGE 12STONE™ DK . ROCK




LogoMonochromatic - Black

FIGURE 1

FIGURE 2

FIGURE 3

Facsimile and other inter office use may use the 1-color black version. Prefer the color versions first whenever possible.

1-Color Black




LogoMonochromatic - Pantone®1817

FIGURE 1

FIGURE 2

FIGURE 3

If the logo is to be printed in a 1- color application using a Pantone™ color, it should always be printed using either PMS 1817 or PMS 7531

SPOT COLOR




Logo | Monochromatic - Pantone®7531

FIGURE 1

FIGURE 2

FIGURE 3

If the logo is to be printed in a 1- color application using a Pantone™ color, it should always be printed using either PMS 7531 or PMS 1817

SPOT COLOR




Logo | 2-color

FIGURE 1

FIGURE 2

FIGURE 3

This is the brandmark that will be used the majority of the time except when the background of the design warrants or the printing costprohibits the use of this version. The PANTONE colors are (PMS1817) for the“red”and (7531) for the stones and tag. The tag should alwaysstay the same color as the stones for balance. This logo should be used on white and light neutral colored backgrounds

2-color process + 4-color process




Logo | 4-Color

This version is ONLY to be used under the authority of the Creative Director and other authorized executive leaders. It is mainly for usewithin a video and broadcast scenario and may be used infrequently on the web. We will still primarily use the Silhouetted logo even in4-color process printing to build the equity for this brand. This is simply just a more robust version used for unique storytelling applica-tions.

Realistic 4-color Process




Special Treatments

So named because of the lack of ink, this is abeautiful printing effect that has a particularlyrich tactile benefit. The !2Stone™ Brandmarkwill work well with this technique but shouldbe used at a minimum size of 2 inches(height) for optimal effectiveness. The illus-tration to the left is merely a simulation, theactual effect has true relief created by a dietemplate. Careful communication with theprinter doing the job should be undertakenprior to any files being sent out to insureproper execution and desired outcome.

BLIND EMBOSS

Another rich printing treatment. The paper orcover of the piece is pressed with a die anda “footprint” is left in the paper. This footprintis then filled with foil. Embossed meansextruded. Debossed means depressed.

FOIL DEBOSS

This technique uses foil in place of ink.The foil sits on top of the paper and is notdepressed into the paper. It is a slightly morecost effective approach than Foil Debossing.

FOIL STAMPING

DEBOSS

STAMP

EMBOSS




Logo | ReversedOut

FIGURE 1

The logo may be used reversed out insome applications. When used over aphoto image, the logo should be unob-structed from behind and place in an areathat either naturally has a dark area or isphotoshopped accordingly to designatesuch an area. (FIG. 1)

The reverse logo should also be usedwhen and if there is a need to place thebrandmark over darker colors and colorsoutside of the style guide palettes.

Reversed Logo

The relative proportions of the Brandmarkcomponents should never be adjusted.

The Brandmark should never beskewed on its Y axis.

The Brandmark should never beskewed on its X axis.

Subheadings should neverbe reset, kerned (letter spaces),

colored or moved up or down.




Logo | ImproperUse

The Brandmark should NEVERbe used diagonally.

The Brandmark should never be outlinedwith any color or line thickness.

The Brandmark shoud never be rendered with colorsoutside of the approved core brand colors

PMS 1817, PMS 753, Black or White (Reversed)

The Brandmark should never beaugmented and seen with components

missing such as the stones icon.

The Brandmark should never have anythingadded to it to “enhance” it such as flourishes, lines,

boxes or background color bursts

The Stones Icon should never appearanyhere except to the right (in the HOROZONTALapplication) and centered above the Logotype

(in the VERTICAL application)




Logo | ImproperUse

There shall be no “liberties” taken toinsert new subheadings without

prior executive staff approval.




Logo | ImproperUse

The Brandmark should never be seenscreened or muted, except during atransitional Video or FLASH™ effect.It is not to be used as a Watermark.

The Brandmark shoud never havePhotoshop™ Effects such as

embossing applied.

The Brandmark should never havea HARD or SOFT Dropshadow applied.

The Subheading, whether a URL, a tagline,or the designation of “CHURCH”, should never

be reproportioned from the approvedmechanicals outlined in this Style guide.

The Brandmark should NEVER be skewedon it’s Z axis in dimentional space.

The pitch or angle of individual componentsshould NEVER be skewed or rotated.




BrandTypographyGallery

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789




Myriad Pro Regular

Myriad Pro Bold

Cosmos BQ Light

Cosmos BQ Medium

The Myriad Pro type family is a classicsan-serif face that looks great at vari-ous sizes an in various environmentssuch as the web and on film. It is agreat alternative to a Helvetica orUnivers face. This style guide is set inMyriad Pro type family faces. It is anOPENTYPE format usable in both PCand MAC Environments.

Cosmos BQ is the typeface that isused in the tagline and can be usedfor subheading's and special head-line usage.

Cosmos BQ

Myriad Pro

Absoutely not! We would encouragethe use of stylized fonts for themesand creative use. However, typogra-phy is an important component in theidentity system of 12Stone™ Churchand the consistent use of typefaces isessential in creating a recognizablelook throughout all corporate com-munications. The following fonts arethe“standard issue”for any typesettingthat is linked to the brand of 12Stone™Church or will visually support thebranding and has been chosen for itssimplicity, readability, timelessness,and versatility.

Are these the ONLY FontsI can use for layout?




Typographic Standards

FIGURE 1

FIGURE 2

FIGURE 3

The word “12Stone” is always typed as the numeral 12 and the“S” in stone is always capitalized, except when used inthe communication of the URL/WEB and/or email addresseswhere it is set as lowercase. (see FIG. 1)

12Stone should never be referenced or spelled out as “twelve”under any circumstance.

12Stone should always be typeset conjoined and neveras “12 Stone”with a space between 12 and stone.(see FIG. 1)

12Stone™

www.12stone.com

[email protected]

FIGURE 4 12Stone™ Church

FIGURE 5 12Stone™ Church | Hamilton Mill

The word “Church” is always capitalized and seperated from12Stone™ by a space. (see FIG. 4)

For Multi-campus use, all the typeset standards still apply,however the name of the multi-campus location would beadded by the use of a vertical swash and a double-spaceon either side to give some breathing room. (see FIG. 5)

Even in text form, the logo should always appear with itstrademark insignia as 12Stone™. (see FIG. 1,4,5)




Stationary+ Business Cards Standards

LETTERHEAD

BUSINESS CARD

FAX TEMPLATE




Facsimile Standard




PPTStandards

COVER TEMPLATE

TRANSLUCENT BKGD

SOLID WHITE BKGD




Email Signature Standards

Your Name12Stone™ Church(Formerly Crossroads Church)1322 Buford DriveLawrenceville, Georgia 30043+1 678.990.9512 office+1 678.827.0938 [email protected]

C. Norwood Davis12Stone™ Church(Formerly Crossroads Church)1322 Buford DriveLawrenceville, Georgia 30043+1 678.990.9512 office+1 678.827.0938 [email protected]

STANDARD

EXAMPLE




Voicemail Standards

Hi. You have reached the voicemail of (enter your name),(enter your title) with 12Stone™ Church. I am away frommy desk or on the other line. Please leave your name,phone number and a detail message and I will return yourcall as soon as possible. Have a blessed day.

STANDARD

NEW CAMPUS

EDWARDS CAMPUS

HAMILTON CAMPUS




12Stone™ StandardizedMaps

12STONE™ NURSERY SUB-BRAND

12STONE™ PRESCHOOL SUB-BRAND

12STONE™ ELEMENTARY SUB-BRAND




Children’sMinistry | Sub-Brands

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