brand style guide - amazon s3€¦ · the following brand style guide is an important resource and...

Brand Style GuideUpdated: January 2012

topic headerIntroduction

For more than 35 years, Crown has educated and mentored countless Christians around the globe to make the most of their God-given resources and talents. The brand you are seeing is a culmination and outward expression of our organization’s vision, and the aspirations and needs of the people we transform each day. Our newly refreshed brand better reflects our organization’s mission and values, and our ongoing commitment to helping the world battle the global threats to God’s economy: corruption, poverty and materialism.

We must remember that our ministry’s brand is more than the logo. It’s more than our products. It’s more than the services we provide. Our brand is about defining and delivering on a promise — our commitment to our constituents. Our objective is to create and foster a consistently excellent brand experience with the people we have the privilege to serve. This experience is vital to our continued growth and success.

The following Brand Style Guide is an important resource and reference tool for consistently using and applying our identity, identity system and brand-reinforcing design elements and color palette. It is important that these applications are upheld in a methodical and intentional manner to support the greater strategy and vision of the organization. These guidelines will help us all create and maintain a consistent brand experience — with all of our constituents — at every touchpoint.

Strategy 1 Who We Are 2 Our Brand Dimensions

Identity 3 Logo Specifications 4 Logo Formats 5 Distinction for Crown 6 Logo Alignment and Positioning 7 Logo Sizing 9 Alternative Logo Usage 10 Logo Misuse

Brand System Elements 11 System Typography 12 System Color 13 Graphic Devices 17 Linkage Design Elements

Application Examples 19 Corporate Materials 21 Electronic Templates 22 Brochure

All images used in this Style Guide are for placement only. All stock photography needs to be purchased prior to use.

1 | crown brand style guide

Stra

tegy

vision

mission

core values

We help individuals understand God’s unique design and plan for their personal finances, career and business management decisions. Our biblically based teachings and principles inspire our constituents to faithfully apply their gifts and talents — transforming both their lives and the world around them.

Who We Are

Share Truth, Deliver Hope, Advance Transformation

We equip servant leaders to live by God’s design for their finances, work and life ... to advance transformation

Lordship:

Jesus Christ is our Head. All that we do should reflect our humble submission to His leading. We will seek Him first in our personal lives and corporate decisions.

Stewardship:

In all decisions we make, we do so with a desire to please the Lord with our management of the resources He has entrusted to us.

Generosity:

We commit ourselves to foster a culture of biblical generosity, practicing generous living and gracious giving within our spheres of influence through modeling, teaching and equipping.

strategy | 2

How we want to be perceived by those who engage with us — each and every time they engage.

Our Brand Dimensions

BEN

EFIT

Opposite: Personal Money

Management

Opposite: Critical Spirit

Opposite: Financial Planner

Opposite: Impartial Instructor

RELATION

SHIPPE

RSO

NA

LITY

SERVIC

E

Inspired, Faithful Stewardship

Compassionate Understanding

Engaging, Invested Mentor

Practical, Biblically Based Educator

Hope-Filled Transformation

BRAND PROMISE

Engaging, Invested Mentor Relationship

A mentor has “been there, and done that.” We provide this highly relational experience with practical application of knowledge and guidance, not just teaching.

Practical, Biblically Based Educator Service

We serve our constituents by providing biblically based solutions and tools to help them manage their personal, career and business finances.

Compassionate Understanding Personality

We want to be perceived as understanding our constituents’ challenges and helping them overcome those challenges. We want to be people our constituents can count on and who put it all on the line for them.

Inspired, Faithful Stewardship Benefit

The true benefit for our constituents is that they understand that consistently and faithfully applying God’s principles has tremendous impact on their lives and the world around them.

Hope-Filled Transformation Brand Promise

We provide hope and personal growth that leads to success, security and significance — meaningful change that lasts and transforms the world.


Iden

tity

logo elements

The Crown logo is custom artwork designed with intent and deliberation. It is important not to alter the logo artwork files in any way. Always use approved logo artwork files.

Logo Specifications

Icon: Our logo’s crown-shaped watersplash and ripples signify transformation.

Endorsement Line: At Crown, we want to help you faithfully apply your gifts and talents to advance God’s Kingdom — helping you Do Well now, so you can hear “Well done!” later.

Name: While remaining Crown Financial Ministries, we are going to refer to ourselves as the marketplace does.

X

9/32 X

2 1/4 X

1/4 X17/32 X

right-aligned

X

2 1/4 X

1/4 X

right-aligned

bottom-aligned

17/32 X

2/5 X

X is equal to the height of “N” in Crown.

logo specifications

identity | 4

logo arrangements

To accommodate diverse needs and uses, the Crown logo has a small, yet specific, selection of approved logo formats to utilize. The charts below show the approved logo arrangements as well as the logo color formats. Always use approved logo artwork.

Stacked:

The preferred logo format is the stacked lockup with the crown-shaped icon on top of the name.

Horizontal:

The optional logo format is a horizontal arrangement; it may be used where the preferred (stacked) format does not fit well.

It is preferred to use the Crown logo with the endorsement lockup.

Logo Formats

stacked(preferred)

horizontal

stacked, no endorsement

horizontal, no endorsement

reverse (all white)

2-color (preferred)

teal reverse

1-color teal

warm gray reverse

1-color warm gray

Reve

rse

Part

ial R

ever

sePo

siti

ve

The partial reverse color formats may only be used over approved colors (shown to the left)that provide ample contrast.

The all white reverse logo may be used on all colors from the Crown color palette.

logo color formats


Iden

tity

marketing communications example

legal paperwork example

In all references to Crown, it is vital to ensure distinction for Crown, both in logo use and the use of “Crown” within text. Consistent and clean representation of “Crown” will strengthen the recognition of the organization as a whole.

Ensuring Clarity:

Clearspace around the logo ensures that the logo stands out from the messaging and graphics.

The clearspace is equal to 1 X surrounding all sides of the logo. “X” is equal to the height of “N” in Crown.

No graphics, copy, page edges or any other distracting elements can be placed within this space on any side of the logo.

Distinction for Crown

X is equal to the height of “N” in Crown.

Verbal Representation:

With the new rebrand of our organization, we refer to our company name as “Crown” within type/body copy of all marketing communications. We only refer to ourselves as “Crown Financial Ministries” on legal paperwork (i.e., invoices and within our privacy policy).

When referencing Crown within type/body copy, always be sure to capitalize the “C” in Crown.

clearspace

“crown” in text

At Crown, we want to help you faithfully apply your gifts and talents to advance God’s Kingdom — helping you Do Well now, so you can hear “Well done!” later.

© 2012 Crown Financial Ministries. All rights reserved.

identity | 6

logo alignments

Aligning elements within a layout to the logo provides structure and organization to applications.

Vertical Alignment:

• The left side of the “R” in “Crown” is the primary vertical alignment.

• The right side of the “N” in “Crown” is an optional vertical alignment.

• The inside of the stroke of the “C” in “Crown” is an additional optional vertical alignment.

Horizontal Alignment:

• The baseline of “Crown” is the primary horizontal alignment.

• The baseline of “Do Well” is an optional horizontal alignment.

Logo Alignment and Positioning

primary horizontal alignment

optional horizontal alignment

primary vertical alignment, left-justified

optional vertical alignment, left-justified

optional vertical alignment, right-justified

logo placement

Upper Left:

It is recommended to place the logo on the grid consistently for ease of layout alignment. Whenever possible, place the logo in the upper left corner.


Iden

tity

stacked logo sizes

Logo sizes have been established for specific materials; please refer to the list below at all times. The logo should be measured and sized by the overall width of the logo, as illustrated here.

Stacked Logo Sizes: (preferred)

• Large Collateral = 1.5" (8.5" x 11" marketing collateral)

• Medium Collateral = 1.25" (envelopes, letterhead and 4" x 9" brochures)

• Small Collateral = 1" (business cards)

Horizontal Logo Sizes:

• Large Collateral = 2.25"

• Medium Collateral = 1.875"

• Small Collateral = 1.5"

Minimum Logo Sizes:

The logo should never be used smaller than the minimum sizes listed here. Producing the logo any smaller hinders legibility.

• Stacked with Endorsement Line = 0.625"

• Horizontal with Endorsement Line = 0.9735"

• Stacked without Endorsement Line = 0.5625"

• Horizontal without Endorsement Line = 0.875"

Logo Sizing

(large collateral) 1.5"

(medium collateral) 1.25"

(small collateral) 1"

(pr

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log

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rr

an

ge

me

nt

)

identity | 8

horizontal logo sizes minimum logo sizes

(large collateral) 2.25"

(medium collateral) 1.875"

(small collateral) 1.5"

0.625"

0.5625"

0.9375"

0.875"

(wit

h en

dors

emen

t li

ne)

(wit

hout

end

ors

emen

t li

ne)


Iden

tity

logo containment shape

To build and maintain equity in the Crown brand, it is important to use the preferred logo treatments at all times. However, the visual depth that the brand system provides allows for subtle alternative logo usage to represent the brand.

Icon Use:

The Crown watersplash icon may be used by itself in limited situations.

If the use of the icon is desired, it should be used on interior pages after the Crown identity has already been established. The icon should never be used by itself to represent Crown (i.e., on the cover of a marketing communication piece).

To build and maintain equity of the Crown brand, the icon alone should be used sparingly.

The icon is used in the folio in the PowerPoint template. See Application Examples.

DO NOT place the icon in close proximity to other copy/type. There should be ample space around the icon.

Branded Shape Use:

The Crown logo may be placed within a branded shape on applications, creating a tab-like appearance. It is preferred to use this logo containment treatment sparingly.

When used, the branded shape must be anchored to a page edge and provide more than the minimum clearspace around the logo. Always use a color from the Crown color palette, preferably from the dominant color palette.

The Crown logo is used in a containment shape on the cover of the PowerPoint template. See Application Examples.

DO NOT place the containment shape within a page, appearing to be floating.

Alternative Logo Usage

icon

Y is equal to the height of the watersplash icon.

The clearspace for the icon is equal to 1/2 Y surrounding all sides of the icon.

Y

1/2 Y

1/2 Y

1/2

Y

1/2

Y

identity | 10

God ProvidesGod Provides

Even with the best intentions, any changes to the logo can undermine the brand. Always use the original logo artwork files to ensure consistency and high quality.

Logo Misuse

DO NOT scale or stretch the logo in a manner that distorts the original proportions.

DO NOT alter the colors of the logo.

DO NOT typeset the name “Crown” or the tagline “Do Well” or redraw the icon.

CROWNDo Well

DO NOT rearrange the logo components.

DO NOT stylize or apply drop shadows or other special effects to the logo.

DO NOT rotate the logo.

DO NOT lock up the Crown logo with other logos or violate clearspace.

DO NOT create additional logos using the watersplash icon.

DO NOT extract or imitate parts of the icon to create other logos.

DO NOT place the logo over a busy background that impairs legibility.

DO NOT apply a glow behind the logo or other special effects to the logo.

DO NOT contain the logo in a constricting, non-branded shape.


Bran

d Sy

stem

Elem

ents

cronos pro

Using consistent typefaces for all of our materials provides a visual voice to the written words. It is important to always use the selected fonts listed here.

Below are two specific type treatments that have been established and should be followed on all applications. This will provide recognition through consistent treatment.

Design Fonts:

Cronos Pro and Adobe Caslon Pro are Crown’s system fonts and should be used whenever possible. These are “design” fonts and should be used for all design/marketing applications such as brochures, stationery, advertisements, etc.

In general, Cronos Pro should be the dominant font used; Adobe Caslon Pro should be used sparingly to provide contrast.

Electronic Fonts:

Arial and Times New Roman are “electronic” fonts and should only be used when design fonts are not available such as PowerPoint presentations, the body of the letterhead, web, emails, etc. They are available on all computers.

DO NOT use any fonts other than the approved fonts. Cronos Pro and Adobe Caslon Pro, our design fonts, are available for purchase at fonts.com.

URL:

The Crown URL should always appear in Adobe Caslon Pro, Semibold Italic, in all lowercase.

DO NOT include “www.” in the URL.

Do Well:

When using “Do Well” within copy type, it should use initial caps. It should NOT be called out from the rest of the copy in any other fashion.

DO NOT change the color or font from the rest of the paragraph type treatment.

System Typography

AB CD E F GH I J KL MNopqrstuv w x y z0123 45

ABC DE F GH I JK L MNopqrs tuvwx y z 012 3 45

AB CD EF G H I J K L MNopqrstuv w x y z0123 45

ABCDEFGHI JKL MNopqrstuvwx yz012345

A B CD EF G H I J K L M N opqrstuv w x y z012345ABCDEFGHI JKL MNopqrstuvwxyz012345A B CD E F G H I J K L M N opqrs tuv w x y z012345ABCDEFGHIJKLMNopqrstuvwxyz012345

adobe caslon pro

Light

Light Italic

Regular

Italic

Semibold

Semibold Italic

Bold

Bold Italic

ABCDEFGHIJKLMNopqrst uvw xyz012345A BC DE F GH I J K L M Nopqrstuvwxyz 012345ABCDEFGHIJKLMNopqrstuvw x yz012345A B C DE F G H I J K L M No pq r st uv w x y z 012 3 45ABCDEFGHIJKLMNopqrstuvw x yz012345A B C D E F G H I J K L M N o pq r s t uv w x y z 01 2 3 4 5

Regular

Italic

Semibold

Semibold Italic

Bold

Bold Italic

crown.org Do Well

url “do well” within text

type treatments

brand system elements | 12

dominant color palette

Color Effects:

Large color fields should have a vignette appearance to add depth and warmth using an inner glow effect. The vignette should blend smoothly and appear tone on tone of the same color. The center of the color field should always be 100% tint of the color from the color palette, allowing the outside edges to be slightly darker and richer in tone.

Color vignettes are used on the interior pages of the corporate brochure. See Application Examples.

DO NOT use a spotlight glow treatment, radial gradients or have sharp edges. The vignette should provide a balanced glow around the edges of the color field.

Color sets the tone for all of our applications and represents the brand in a bold and compelling way. When used consistently, it establishes an emotional reaction and expectation of our communication materials.

Color Impact:

Consistent use of color creates a strong visual signal which identifies the Crown brand.

Our dominant color palette includes Teal, Blue and Warm Gray. The Orange, Light Blue, Green and Brick comprise the support color palette and should be used sparingly to add interest.

The color usage scale, below, provides guidance for color proportion use on the overall system and individual applications.

System Color

color usage scale:

support color palette:

vignettes

PANTONE® 3145TealCMYK: 100/5/20/22RGB: 0/130/164

PANTONE® 144OrangeCMYK: 0/52/100/0RGB: 255/153/0

PANTONE® 303BlueCMYK: 100/47/23/57RGB: 0/60/87

PANTONE® Warm Gray 11 Warm GrayCMYK: 0/17/34/62RGB: 125/106/85

PANTONE® 318Light Blue CMYK: 41/0/12/0RGB: 171/218/219

PANTONE® 384GreenCMYK: 24/5/98/35RGB: 172/170/0

PANTONE® 180BrickCMYK: 0/79/100/11RGB: 217/83/30


Bran

d Sy

stem

Elem

ents

DO NOT use convex curves, forcing the Belt graphic to bloat outward, or use only one pin line.

Graphic devices are design elements used to illustrate the brand — building another layer of distinction and recognition for the brand as a whole. This section provides details for Crown’s graphic element treatments. When used consistently, these devices shape the core visual treatments to all of our internal and external applications.

The graphic elements shown here include: Belt, Curved Bar, Curved Divider, Anchor Bar, Call-out Tab, Imagery Bar and the Pulse Graphic. Each brand element illustration is accompanied with top level guidelines on the graphic, as well as an illustration and note on misuse of the graphic. Please refer to the Application Examples section of the Style Guide for examples of these graphic elements in application use.

Please note that the graphic devices are shown in color, typically Blue and Teal. On some of the examples, we use a light gray color to represent other elements on the page that are necessary for a clear understanding of the element in discussion.

Concave, Not Convex:

The Belt graphic is developed using subtle symmetrical concave curves. The belt should always span the entire width of an application. Two thin pin lines (1pt stroke) should always appear slightly within the belt edges on both the top and bottom. The Belt should only be used horizontally.

The Belt is used on the iPhone app splash page. See Application Examples.

belt

Graphic Devices


curved bar

DO NOT center the Curved Divider within the layout or use steep or asymmetrical curves.

Dividing Page Areas and Content:

The Curved Divider is similar in nature to the Curved Bar, the main difference being that it is used in a bolder way to help separate areas within a layout and create a stronger visual impact and color signal. The Curved Divider does not always have to be anchored to a page edge; it can overlap imagery for example, as long as it provides an asymmetrical balance in the layout. It must always span the width or height of the application, depending on orientation of the graphic (vertical or horizontal).

The Anchor Bar is used on the interior pages of the corporate brochure. See Application Examples.

curved divider

DO NOT use a steep curve, creating hills or apply an asymmetrical curve.

Main Graphic:

The Curved Bar is one of the main graphic elements for Crown; it is a thin bar which utilizes a subtle curve that is always symmetrical and centered. The Curved Bar may be used vertically or horizontally, anchoring to an edge of the application.

The Curved Bar is used on the stationery. See Application Examples.


Bran

d Sy

stem

Elem

ents

anchor bar

DO NOT use the Call-out Tab graphic without attaching to an Anchor Bar.

Calling Attention:

The Call-out Tab is used within applications to call special attention to and create distinction for important information. The Call-out Tab must always coexist with the Anchor Bar, and the overlap portion of the bar should change colors. These horizontal graphic elements should use a subtle and symmetrical curve on the opposite side, and as a whole should provide ample contrast over the background.

The Call-out Tab is used on the PowerPoint template. See Application Examples.

call-out tab

DO NOT use thick bars or place information within the Anchor Bar.

Tall and Skinny:

The Anchor Bar is a thin, vertical bar that spans the height of an application and is anchored to the edge of the application. The Anchor Bar must always be used in tandem with other Crown graphic elements within a spread; it is not distinctive enough to stand on its own.

The Anchor Bar is used on the interior pages of the corporate brochure. See Application Examples.

Graphic Devices (continued)


imagery bar

DO NOT use more than one set of loops within a line or more than one Pulse Graphic per spread. Never allow for the strokes to curve downward.

Personal Touch

The Pulse Graphic is a stylistic stroke that adds a personal touch to our materials, as it directs the eye to something else within a layout through the use of the alignment of the larger loop. The straight portions of the Pulse Graphic stroke should extend to the edges of the application. When the Pulse Graphic is used horizontally, it must always curve up; when it is used vertically, the larger loop must always be on the bottom.

The Pulse Graphic is used on the corporate brochure. See Application Examples.

pulse graphic

DO NOT extend the height of the Imagery Bar to be taller than the image.

Vertical Photo Edge:

The Imagery Bar is a simple and clean graphic element that can easily be applied to the edge of imagery used in applications. The Imagery Bar, similar to the Anchor Bar, is a thin vertical bar treatment; it should be the exact height of the connected image.

The Imagery Bar is used on the e-newsletter. See Application Examples.


Bran

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stem

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ents

personal finance

As we continue to evolve and finalize the Crown master brand linkage strategy, the following design elements and groupings have been identified as preliminary sub-brand visual cues for Crown’s three primary product/service categories: Personal Finance, Career and Job, and Business Management. As the strategy is finalized, this section will be updated with the strategy overview, along with enhancements, additions or modifications to the design elements.

The Personal Finance category is represented by the Orange color from our support color palette; PANTONE® 144.

The Career and Job category is represented by the Light Blue color from our support color palette; PANTONE® 318.

The Business Management category is represented by the Green color from our support color palette; PANTONE® 384.

Linkage Design Elements

career and job

business management

Headline Type Color

[ ]

Headline Type Color

[ ]

Headline Type Color

[ ]


linkage application example

Category Applications:

The images presented here provide examples of how these linkage elements have been applied to the category-specific, product/service one-sheets.

While the overall template layout is essentially the same core look and feel across all of the product/service one-sheets, the category color is strategically used to bring awareness to the subject matter in a clean and precise way.

In this particular layout, the category color is used in the two thin pin lines within the Belt graphic, subtitle, call-out information and the top background layer behind the Belt. These color signals are a subtle, yet effective means of organizing and creating purposeful category distinction, while maintaining, strengthening and supporting the established core Crown look and feel.


Appl

icatio

n Ex

ampl

es

stationary

The following section provides a variety of examples of some of our rebranded applications utilizing criteria found in this Style Guide. These applications are intended to help inspire future application development and to ensure every communication touchpoint is clearly and consistently branded.

Stationary is one of our most essential application suites, as it is often both our brand’s introduction and lasting impression for our clients.

Corporate Materials

application examples | 20

powerpoint template

The PowerPoint template offers considerable flexibility of use through a variety of slide options.

The pocket folder provides a simple, core-branded look and feel that allows for customization through inserted materials. The branded Call-out Tab allows for a distinctive business card holder.

pocket folder


Appl

icatio

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ampl

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e-newsletter

The iPhone app splash page is a simple and clean design that introduces the user to the Crown identity.

The e-newsletter displays flexibility grounded by structure. Elements of the eNewsletter stay constant, such as the header and footer, while the content and the length of the body will change depending upon the eNewsletter issue.

iphone app splash page

Electronic templates provide another expression outlet for our applications — they function in a variety of ways that require a viewer to interact with them differently than with printed material. In today’s heavily driven social media culture, electronic templates are required to be consistently branded with the core brand elements.

Electronic Templates

application examples | 22

corporate brochure

Brochures offer a compelling way to tell stories through the highly expressive lens of the Crown brand. Use this as an example to refer to when creating future brochures that represent Crown. Always use the content, filtered through the specifications within this Style Guide, to develop the best layout and design for your materials.

Brochure

This corporate brochure offers a window into the Crown organization through dynamic photography, large color vignette floods and crisp, clean typography.

This brochure is for concept only.

All content is intended for training and general reference only. For internal use only.

© 2012 Crown Financial Ministries

brand style guide - amazon s3€¦ · the following brand style guide is an important resource and...

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