BRANDING STYLE GUIDE

OUR MISSION AND VISION
COMMUNICATING THE FIRST CHURCH BRAND
The First Church brand message and attributes are carried through all mediums of communications through the intelligent use of color, typography, photography, and other First Church brand elements. Proper usage is important to ensure the quality of the experience of every First Church member and attender. The brand elements include: The First Church logo, the First Church cross, color fields and bars, typefaces, and line art. Our brand strategy is made up of a vision that comes to life through our brand essence, positioning statement and image attributes, which define how we live, behave and communicate every day with our community.
LOVING GOD. LOVING OTHERS. SERVING THE WORLD.

LOVING GOD • As individuals and as a larger church body, we strive to love God with our heart, soul, mind and strength, as commanded by Jesus in Mark 12:30. We express this love for God in a variety of ways, from corporate worship and prayer to individual acts of obedience and service. LOVING OTHERS • While God calls us to personal obedience, we believe the deepest Christian life is one lived in community with others. By sharing our lives with those around us, we bear each other’s burdens, celebrate each other’s successes, and hold each other accountable. SERVING THE WORLD • The second part of Jesus’ “Great Commandment” in Mark 12 is to “love your neighbor as yourself.” At First Church, we place great emphasis on the value of service and humility. As we have been given undeserved grace, so we also strive to show that same grace and mercy to others—both inside and outside our walls—by serving them in the name of Christ.

OUR IMAGE ATTRIBUTES
CONTEMPORARY MODERN URBAN MISSIONAL

When we write, when we present to our community or congregation and when we interact with individuals, our image attributes guide our tone of voice and our actions. As we go forward, we want our personality and the way we work to be succinctly summarized in four words: contemporary, modern, urban, and missional.

First Church Cross Icon

Loving God. Loving Others. Serving the world.

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LOGO STANDARDS

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FIRST CHURCH LOGO STANDARDS
The following symbol has been developed for First CHurch. There are three configurations of the First Church logo: —one with a SQUARED orientation, and another with a LONG LEFT JUSTIFIED orientation. Either version may be used. Use your best discretion on which orientation will look best in your document. To maintain consistency, proportions must not be altered.

STANDARD ONE
Loving God. Loving Others. Serving the world.

STANDARD TWO

UNACCEPTABLE USE
• Condensing, extending, skewing, distorting, manipulating, modifying, or redrawing the logo in any way • Printing the logo in a screen or texture • Printing type or other elements inside the logo • Altering the proportional relationships or the verical and horizontal alignment of the elements of the logo • Placing the logo over areas of imagery where the logo is not clearly defined

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COLOR STANDARDS

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FIRST CHURCH COLOR STANDARDS
Standardizing a strong color palette will enhance the impact of the First Church brand. Used consistently over time, colors become associated with organizations. Consistent use of the First Church color palette will make our church more recognizable and uniform. It provides a strong visual link across a wide range of applications.

TERTIARY COLOR PALETTE
The tertiary color palette should be used to provide an accent or to add a highlight. Avoid using these colors as the dominant color field. In most communications the green primary color should dominate.

DARK GREEN MUTED YELLOW NEARLY AQUA SUMMER BROWN

BURNT ORANGE
PMS: 1655c HEX: ff5113

LIGHT GRAY
PMS: 7541c HEX: e5e5e5

CHARCOAL GRAY
PMS: 11c HEX: 4b4b4b

LEAFY GREEN
PMS: 377c HEX: 92ae34

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TYPEFACE STANDARDS

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FIRST CHURCH TYPEFACE STANDARDS
When used carefully and consistently, typography can be a powerful tool that can help us to create a constant and credible brand style. Helvetica Neue has been chosen for most applications because it is modern, simple and readable. For simplicity and ease of use, we only use select weights of Helvetica Neue. For internal word-processed communications, presentations and web sites, Arial, may be substituted. No other typefaces, no matter how similar they appear, may be used.

PRIMARY TYPEFACE

Helvetica Nue
HELVETICA NEUE LIGHT
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

HELVETICA NEUE LIGHT ITALIC
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

HELVETICA NEUE REGULAR
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

HELVETICA NEUE REGULAR ITALIC
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

HELVETICA NEUE BOLD
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

HELVETICA NEUE BOLD ITALIC
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

SECONDARY TYPEFACE

Arial
ARIAL
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

ARIAL ITALIC
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

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STATIONARY STANDARDS

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STATIONARY STANDARDS
Letters should always be typed in 11 pt Times New Roman on standard, preprinted First Church letterhead, using standard margins and headers. Refer to the Logo Standards for best practices regarding proper placement of logo on stationary pieces.

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WEBSITE STANDARDS

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WEBSITE STANDARDS
First Church’s Web Design Standards were developed to ensure that the church has a consistent - and consistently positive - web presence, internally and externally. These standards support the church’s brand strategy and require that all First Church web pages (internal and external) adopt a common and consistent look and feel. All First Church’s sites will also use common and intuitive web navigation tools that will make it easier for visitors to locate information about First Church and its ministries. For all standard text the web typeface for First Church is Tahoma. Only variations in size and colors within the pallete are acceptable

WEB TYPEFACE

Tahoma
TAHOMA
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

TAHOMA BOLD
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKMLNOPQRSTUVWXYZ 1234567890$%&(.,: ‘’ “ ”/ !?)

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Loving God. Loving Others. Serving the world.

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