brand standards 2015

BRAND STANDARDSsummer 2015

version 3

At Sandals Church, our vision is to be real with ourselves, God and others. We strive to carry out this vision in every aspect of what we do as a church. Upholding a standard for our visual identity and communications will help us better express the vision of Sandals Church.

Our visual identity is rooted in an aesthetic that we refer to as “neo-Americana”. Taking the lead from the bold design style of the Industrial Revolution, our style emphasizes the mistakes and visual nature of hand finished work.

As established by Jesus in Matthew 18:20, the church is not a building, it is the people. We hope to invoke the idea that there is a person behind the work created by Sandals Church. Contrasted with the cold, clean style of modern branding, our visual identity allows observers to relax and relate to our imperfections.

The Sandals Church visual identity is authentic, not fabricated and most importantly, human.

REALWITH

OURSELVES,GODANDOTHERS

HOW BEAUTIFUL ARE THE FEET OF THOSE WHO BRING GOOD NEWS!

ROMANS 10:15

logos8 The Logo // 9 Minimum Sizes // 10 Proper Spacing // 11 Placements

12 Application on Full Color Backgrounds // 13 Colors // 14 Alternative Logos16 Incorrect Applications // 17 Outdated Graphic Standards

page 18

typography20 Acceptable Typefaces // 21 Cautions and Special Charachters // 22 Wood Type Catalogue

page 30

d.i.y.32 Creating Signage // 33 Displaying signage // 34 Badges // 36 Visual Inspiration

page 38

communication guidelines

40 Communication Goals // 41 The Voice // 42 Writing As Sandals Church

FULL COLOR LOGO

REVERSED LOGO

ONE COLOR LOGO ONE COLOR LOGO

REVERSED LOGO

(CLEAN) (TEXTURED)

(TEXTURED)

MINIMUM PRINT:1.5 INCHES

MINIMUM WEB/VIDEO:120 PIXELS (WIDE)





FOR SMALLER SIZES, CONSULT PAGE 8



THE LOGO ANDMINIMUM SIZESTHE LOGOThe Sandals Church logo focuses on the shape and form of the overall badge.

The logo is a crucial element in maintaining the visual identity of Sandals Church. It’s size, positioning, orientation and color treatment are governed and held accountable to the rules set in this guide.

This logo is to serve as a replacement of any existing logo treatments. It is the only visual element that may be used to properly represent Sandals Church.

The logo is never to be used as a replacement for the words “Sandals Church” in any type of headline, subheading, or body copy text. It will serve as a separate visual element.

MINIMUM SIZESThe logo is designed to be used in all forms of print, web, video, and other visual mediums. When used in print, the logo should never be scaled below 1.5 inches (printed size). If the logo must be scaled below 1.5 inches, an alternate must be used (See pgs. 5 & 6). This alternative should be used sparingly. In any form of web or video application, the logo will be no smaller than 120 pixels wide.

Use of these logos below the minimum size range is not acceptable and will need to be replaced urgently to maintain brand consistency.

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.375” .375”

.375”

.375”

PROPER SPACINGSpace must be allotted around the logo to provide a buffer zone. In all uses, a buffer of .375” should be left open as negative space. There should be no rules, pictures, graphic elements, color, or typography invading this buffer space.

The logo must maintain it’s proportions. When it 3 inches wide, it will be 1.92 inches tall.

3” (width)

1.92” (height)

ACCEPTABLE PLACEMENTSThe logo must be used in the proper placement on any print, web, or video. Given the strong symmetry of the badge, the logo is most effective when placed in any corner of the document, keeping in mind that at least .375” of buffer space must be accounted for. The logo may also be placed in the middle of the page, top middle of the page, or bottom middle of the page.

UNACCEPTABLE PLACEMENTSThe logo cannot be placed in any other orientations, positions, or locations. It is not to be rotated to fit the edges of the paper or otherwise modified. It cannot be placed on the right or left of the page in the horizontal center.

NO! NO!

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APPLICATION ON COLOREDBACKGROUNDSThe preferred logo should be in full color. If a background does not allow, a dark or light alternative may be used. If the image is a photo that contains many colors, the full color logo should be used. If the background is gray, up to 40% gray, the logo may stay in it’s darker form. If the background is above 40% gray, the logo must be reversed into the lighter alternative. The logo should never be altered to a medium gray. There are no additions to the three options of “Full Color”, “Light” and “Dark” of the logo. Do not use the “Dark” logo on a darker background and do not use the “Light” logo on a lighter background. If a solid dark background is used, it is suggested to use the “Light” logo instead of the full color. When applying the logo, use the .png version to achieve a “see through” look.

FULL COLOR FULL COLOR (ON PHOTO)

DARK LOGO ON LIGHT BACKGROUND

DARK LOGO ON MAXIMUMDARKNESS BACKGROUND

(BACKGROUND 40% Gray)

LIGHT LOGO ON DARK BACKGROUND(BACKGROUND ABOVE 40% Gray)

LIGHT LOGO ON DARK BACKGROUND

PRIMARY COLOR SCHEME

BLACK WHITE

C24M100Y100K40

R129G17B40

811114

C24M100V100K20

R160G29B33

A01D21

C3M2Y2K0

R245G245B245

F5F5F5

C0M0Y0K90

R65G64B66

414042

C0M0Y0K70

R109G110B113

6D6E71

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HORIZONTALThe Horizontal Logo application is reserved for use on print, web, or video resources that require a horizontal rectangular layout. This logo application should be used only in situations that have no other viable options for logo display. It must be displayed in one color, at a size that is no smaller than .5 inches tall. It must also maintain a .15 inch space around. Acceptable placements remain consistent with the traditional logo guidelines on page 6.

CIRCLE BADGE The Circle Badge logo application is reserved for use on print, web, or video resources that are explicitly shown to be directly related to Sandals Church and require a square or circle shaped layout. This application should be largely limited to in-house publications, or social media channels that are overtly displayed to be representing Sandals Church. This logo application should be used only in situations that have no other viable options for logo display. It must be displayed in one color, at a size that is no smaller than .5 inches tall. It must also maintain a .15 inch space around. Acceptable placements remain consistent with the traditional logo guidelines on page 6.

ACCEPTABLEALTERNATIVELOGO APPLICATIONS

Though the standard logo has been designed to best communicate our vision and identity, there are instances where an alternative logo application is needed. These logo applications are to be used sparingly, in rare circumstances that cannot accommodate for the traditional full logo. If the tradition full logo can be used in the desired space while adhering to the aforementioned standards on page 6, the traditional full logo must be used.

APpLICATION EXAMPLES

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Although we have ample capabilities to edit and add visual components, please resist any urges to be “creative” with the logo. Consistency is key in creating brand recognition. Do not stretch the logo in any direction that changes it’s proportion. Do not scale elements. Do not change the colors of the logo. Do not clip any of the logo. Do not add any effects such as (but not limited to) drop shadow, bevel, gradient, word art, watermark, mask, or any other effects that can be easily applied. Do not change the opacity of the logo.

INCORRECT APPLICATIONS

Previous graphic standards are now obsolete and should not be used. Obsolete typefaces should be immediately removed from your system. Below are examples of logo treatments,

typography, color, and design. The old logo should not be used or displayed and should be replaced if found in any version of correct material.

CHEAP PINE (all styles)

HELVETICA NEUE BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 123456789

OUTDATED GRAPHIC STANDARDS

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typefacesSANDALS CHURCH WOOD TYPE CATALOGUE

TRADE GOTHIC BOLD CONDENSED (SUBHEAD)

Trade Gothic Condensed (Body Copy)ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&!?abcdefghijklmnopqrstuvwxyz1234567890&!?

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&!?abcdefghijklmnopqrstuvwxyz1234567890&!?

Typefaces should be used to further our story and brand. The Sandals Church Wood Type Catalogue has been created to replicate wood type that defined the typographic look of the industrial revolution. During this era, there was an extreme surplus of typefaces and wood type letters. This led to a diversified look that expanded the use of type to an overall

aesthetic instead of a clearly defined single typeface. To replicate this look, these typefaces have very loose guidelines. 1. There should never be more than 3 typefaces on one page. 2. When able, keep the type layout as rectangular as possible. 3. Never allow a word to be hyphenated when broken by a line. 4. Do not mix textured and non-textured versions of type.

THESE TYPEFACES ARE NOT TO BE DISTRIBUTED OR USED OUTSIDE OF SANDALS CHURCH.For any questions, concerns, or feature requests, Email [email protected]

These typefaces have been augmented to best fit the uses that Sandals Church will have for them. The have also been augmented to restrict use outside of the intended guidelines. With that, we have had to make some decisions that you should be aware of when using the Sandals Church Wood Type Catalogue. To the right are a list of cautions when using these typefaces.

1. The following have intentionally had the numbers removed. - Van Dyne & PMB2. If the typeface changes or leaves a “ ” symbol, you have entered a character that is not available in that typeface.3. Using the hyphen key (-) on any typeface with textured uppercase options will result in a textured space instead of a hyphen.

USAGE CAUTIONS

CUSTOM KEYSTROKES

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SANDALS churchwood typeCATALOGUEfirst editionTYPOGRAPHY SPECIMENS & GUIDELINES

Delector is a heavy slab serif typeface. It has a sense of sturdiness and commands the readers attention. This typeface could be used for instruction on signage. (i.e. “STAFF ONLY”) Delector will always be in uppercase and does not offer textured options. As with all of the typefaces in the Sandals Church Wood Type Catalogue, Delector has been outfitted with custom keystrokes to better serve our needs. Consult page 15 to view all available custom keystrokes.

Suggested Uses: - Signage - Instruction - Headlines1-40 Characters5 Lines of text

FEATURES:Complete Numbers

STAFF ONLYBEYOND

THIS POINT23

Burro is a heavy sans serif typeface. It is bold and firm, demanding obedience. This typeface could be used for instruction on signage. (i.e. “EXIT ONLY”) Burro has been augmented to be automatically textured in the uppercase form. To add texture to a space, use - instead of the spacebar. As with all of the typefaces in the Sandals Church Wood Type Catalogue, Burro has been outfitted with custom keystrokes to better serve our needs. Consult page 15 to view all available custom keystrokes.

Suggested Uses: - Signage - Instruction - Headlines1-25 Characters4 Lines of text

FEATURES:Textured UppercaseComplete Numbers

EXITONLY

Palmyrita Press is a condensed typeface. It is clear, concise, and to the point. This typeface should be used in all caps for headlines or sentance case for support info. (i.e. “Please wait to be seated.”) Palmyrita Press has a complete set of glyphs. If vertical lines are touching, spacing should be increaded to 1.5 or 2 line spacing. As with all of the typefaces in the Sandals Church Wood Type Catalogue, Palmyrita Press has been outfitted with custom keystrokes to better serve our needs. Consult page 15 to view all available custom keystrokes.

Suggested Uses: - Signage - Instruction - Support Info5-60 Characters5 Lines of text

FEATURES:Upper & Lower CaseComplete Numbers

Please be seated.Auditions will begin

at 7:00PM.

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Suggested Uses: - Instruction - Weddings/Funerals - Support Info20-60 Characters6 Lines of text

FEATURES:Upper & Lower CaseComplete Numbers

ROGO97 is a vintage serif typeface. It is quaint, caring and warm in it’s instruction. This typeface should be used in all caps for headlines or sentence case for support info. (i.e. “REAL HEALING: Room 12”) ROGO97 has a complete set of glyphs. If vertical lines are touching, spacing should be increaded to 1.5 or 2 line spacing. As with all of the typefaces in the Sandals Church Wood Type Catalogue, ROGO97 has been outfitted with custom keystrokes to better serve our needs. Consult page 15 to view all available custom keystrokes.

REAL HEALINGMeeting in Room 12

at 8:00PM.

SUGGESTED USES: - Headline - SignageBetween 1-30 CharactersLess than 6 Lines of text

FEATURES:Textured UppercaseNo Numbers

Van Dyne is a Slab Serif typeface. It is bold yet calm, giving suggestions instead of commands. This typeface could be used for information on signage. (i.e. “Please Return Later.”) Van Dyne has been augmented to be automatically textured in the uppercase form. To add texture to a space, use - instead of the spacebar. As with all of the typefaces in the Sandals Church Wood Type Catalogue, Van Dyne has been outfitted with custom keystrokes to better serve our needs. Consult page 15 to view all available custom keystrokes.

THIS AREAIS CLOSED.

PLEASE PARDONOUR DUST.

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Crest is an expanded typeface. It is wide and easily seen. This typeface could be used for information on signage. (i.e. “Service Times”) Crest has been augmented to be automatically textured in the uppercase form. To add texture to a space, use - instead of the spacebar. As with all of the typefaces in the Sandals Church Wood Type Catalogue, Crest has been outfitted with custom keystrokes to better serve our needs. Consult page 15 to view all available custom keystrokes.

Suggested Uses: - Headlines - Signage 1-15 Characters3 Lines of text

FEATURES:Textured UppercaseComplete Numbers

servicetimes

4:00 pm6:00 pm

PMB is an thick serif typeface. It is sturdy, bold and commanding. This typeface could be used for information on signage. (i.e. “NO MEETING”) PMB has been augmented to be automatically textured in the uppercase form. To add texture to a space, use - instead of the spacebar. As with all of the typefaces in the Sandals Church Wood Type Catalogue, PMB has been outfitted with custom keystrokes to better serve our needs. Consult page 15 to view all available custom keystrokes.

Suggested Uses: - Headlines - Signage 1-20 Characters4 Lines of text

FEATURES:Textured UppercaseNo Numbers

NO MEETINGTHIS WEEKEND.

JOIN US INMAIN SERVICE.

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signage & badges

signageSignage is an important part of creating consistent branding. Signage is used to designate direction, or location of an event or ministry. Signage should be clean, simple and contain only necessary information such as the event name and the direction or room.

creating signageWhen creating signage, it can be composed in an editing software such as Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Adobe Acrobat, Preview or Microsoft Word.

All signage should be printed on 8.5” by 11” or 11” by 17” paper. All single direction signage should be displayed in a landscape orientation. If more than 2 directions are being given, a portrait orientation may be used. If instruction is being given, signage must be in a portrait orientation.

Signage should be simple and to the point. It should include only the event name, directional arrow or room number when necessary. Only typefaces from the Sandals Church Wood Type Catalogue should be used.

Content should be arranged in a way that the text is the highest element, written in all caps. An accompanying arrow may be used under the text to give direction.

A short third element, including room number, times or additional instruction, should be displayed as the lowest element on the page in Palmyrita Press, ROGO97, or Trade Gothic. The short third element should be displayed in sentence case and not all caps.

Any ministry logos should be displayed at the bottom of the page, in the center.

EXITONLY

are located downthe hall.[

FIRST STEPSRoom 12 at 7:00PM

>

DISPLAYING SIGNAGEAll temporary signage is to be displayed in a clean and professional manner. Temporary signage must be applied directly prior to the event and removed immediately after the event.

To preserve the integrity of the surfaces that signage is attached to, masking tape (painters tape) must be used. Duct tape, electrical tape, gaffing tape, or packing tape damage surfaces and are not to be used. Tape must be applied to all four corners of the back of the signage. No tape should be showing over the edge of the signage. No corners or sides of the signage should be separated from the wall. For temporary signage that will be displayed longer than 3 days, card stock is preferred.

All signage should be printed on 8.5” by 11” or 11” by 17” paper. All single direction signage should be displayed in a landscape orientation. If more than 2 directions are being given, a portrait orientation may be used. If instruction is being given, signage must be in a portrait orientation.

All tape and tape residue must be removed from the surface after the temporary signage has been removed.

If signage is not in compliance with brand standards, it is subject to be removed.

EXITONLY

are located downthe hall.

[

FIRST STEPSRoom 12 at 7:00PM

>33

BADGESBadges are used to regulate safety through all ministries. Badges are to be created by ministry leaders or volunteers for their respective ministries.

Badges must be created from existing badge templates and must match examples provided.

Each defined ministry has been provided with their own template in a unique color scheme.

Badges should be printed as a 2 sided document and should be distributed to new volunteers as soon as possible.

BADGE COLOR CODE KEY:CHECK IN: RED (WITH CHECK)FLIP FLOPS: LIGHT BLUEPIPELINE: ORANGEFRONTSIDE: BLACKOFFERING: DARK BLUEOTHER: REDSECURITY: GREY (WITH PHOTO)STAFF: WHITE (WITH PHOTO)MINISTER: WHITE (WITH PHOTO)

PAUL PAULMYRITA MYRITA

FRONTSIDE PRODUCTION FRONTSIDE PRODUCTIONASSISTANT ASSISTANT























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The design aesthetic of Sandals Church is based in the Industrial Revolution Era. Visual value is placed less on legibility and clarity and more on feel and tone of voice. Texture is valued and should be included in nearly every design. Strong and bold color schemes are used with thick type to convey a sense of stability and urgency.

Wood type of this era was often arranged in rectangular patterns, using all caps. Image or letter orientation may be skewed or distorted to increase visual interest and character.

For more design inspiration, visit bit.ly/sc_design

VISUAL DESIGN INSPIRATION

The photo aesthetic of Sandals Church is based in the Pictorialist movement. This photographic style is trademarked by the idea that the mood and essence of the photo is more important than the actual content. Often, it would lack any area of sharp focus.

Photos of this era would always create a barrier between the subject and the camera, often using blur, fog, or light to create depth or a sense of fantasy. Photos may also be destroyed or otherwise broken down to create mood and tone.

For more photo inspiration, visit bit.ly/sc_photo

PHOTOGRAPHY INSPIRATION

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COMMUNICATIONGUIDELINES

SANDALS CHURCH COMMUNICATIONS GOALSWe exist to compel people toward a real and awesome life.

INTRIGUEOur goal for all Sandals Church communications is to intrigue those outside the church and compel them to join us for a service. Therefore, all external content written on behalf of Sandals Church should be crafted with the non-believer in mind.

INFORMInformative content from Sandals Church is intended to lead people toward their next steps in being real. This content should be free of any insider language and make sense to someone who has never attended our church before.

INSPIREWe exist as a church to come alongside people as they become real with themselves, God and others. So content from Sandals Church is most effective when it is authentic and inspires our people to share it with others.

WRITING CONTENT ON BEHALF OF SANDALS CHURCHWhen you write for Sandals Church it is important to maintain a human voice that is consistent with who we are. We want everything we write to be simple, helpful and fun because that is exactly what you’ll experience during one of our services. Here are some guidelines to encourage consistency and authenticity in speaking on behalf of Sandals Church and to the people of Sandals Church.

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THE VOICE OF SANDALS CHURCHHere are some examples of copy written in the Sandals Church voice:At Sandals Church, our vision is to be real with ourselves, God and others. We invite you to join us for one of our weekend services at the location that’s most convenient for you. Our desire is for you and your family to feel welcome and have an opportunity to experience God’s love during your visit.Do you remember being a child and looking out at the life that was ahead of you and thinking everything was going to be so awesome? You were going to grow up and do something incredible with your life, you were going to have a great family with fantastic kids.

As the hero of your own story, you never imagined yourself as tragically flawed in a way that affected all of those close to you. Do you remember when you looked forward to your life as an adventure that was just full of possibility? That’s where we’re going this morning and for the next seven weeks as we explore what it’s like to look to the future through the lens of possibility and set out in pursuit of a more real and awesome life.

One year ago this month we launched a project aimed at increasing capacity, improving parking and upgrading the experience for children at our Riverside Main Campus.

Where We StandWe set out with a goal to raise $8.4 million and to date the people of Sandals Church have pledged $5,289,167 and we have already received $1,988,025.

Here are some things to note about our voice: - It is warm, welcoming and inviting - It speaks directly to the reader with “you” statements - It is simple, helpful and fun - It offers a clear next step - Informational content is broken up into easy-to-digest sections

REFERRING TO SANDALS CHURCHAlways use our full name: “Sandals Church” not “Sandals”

We want those outside the church to think of Sandals Church as a place where they can come to be real. That means we avoid using phrases like: - Sandals Church did this thing... - Sandals Church is this way…

SPEAKING AS SANDALS CHURCHContent should sound like it’s coming from a real person talking to real people, this means using phrases like: - We believe… - The class/event/ministry at Sandals Church exists to… - When you come to Sandals Church, this is what to expect…

When addressing an audience on behalf of Sandals Church, you are speaking for the people of Sandals Church, use phrases like this: - We are excited that you are here! - Thank you for joining us! - If you can’t make it to one of our locations…

Our audience can always include people who have never been to church before, so we use straightforward, non-churchy language.

When you need to use a church-specific term, always offer clarification. For example: - Worship = Singing - Sermon = Message/Teaching - Flip Flops = The ministry for babies to preschoolers at Sandals Church - Pipeline = The ministry for elementary school students at Sandals Church - Frontside = The ministry for middle and high school students at Sandals Church - Community Groups = Small groups that meet in homes during the week

WRITING AS SANDALS CHURCHAs a church, we follow AP Style guidelines for most of our writing. Here are some helpful things to keep in mind to keep our style consistent: - Use one space between sentences - No suffixes on numbers in dates (January 1, not January 1st) - Spell out numbers below ten. Write numbers for 11 and up - Don’t use symbols in place of words (i.e. & for and) - We are non-Oxford comma. We are real with ourselves, God and others.

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ASSET, TYPEFACE & TEMPLATESARE AVAILABLE AT

BRANDFOLDER.COM/SANDALSCHURCH

brand standards 2015

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