Brand Guidelines.
Welcome to The Brook Church's Brand Guidelines. This is a detailed guide for the usage and details of the church brand, including: the logos, logo variants, color usage & codes, visual & icon style, and typography. This is intended to be used as a reference to ensure that branding consistency is maintained across all platforms and marketing initiatives.
Logos
One of our most recognizable elements of brand identity. Consistently applied placements, clear space, and color treatments ensure our logo remains iconic in any context. Download them, use them where you use logos. You know the rules, no putting it upside down, stretching it, or doing anything else funky.
To save an image for use, right click it and 'save as'.
Primary
Primary Icon
Icon White
Icon Black
Horizontal - Primary
Horizontal - White Text
Horizontal - Black
Horizontal - White
Horizontal - Primary Short
Horizontal - Short White Text
Horizontal - Short Black
Horizontal - Short White
Secondary
Stack - Primary
Stack - White Text
Stack - Black
Stack - White
Stack - Short
Stack - Short White Text
Stack - Short Black
Stack - Short White
Misuse
It is important that the appearance of the logo remains consistent. It should not be reinterpreted, modified or embellished. No attempt should be made to alter the logo in any way. Below are some mistakes to avoid.
Skewed
Stretched vertically
Stretched horizontally
Tilted
Drop shadow
Vertical orientation
Scalability
The logos were designed and tested to work at various sizes.
The minimum logo size for adequate legibility is 16px height. Never go smaller than this. Establishing a minimum size helps ensure that the logo’s legibility is never compromised.
The maximum logo size for digital uses is unspecified, according to the context of each design. Keep balance and visual hierarchy in mind, never over-focusing on the logo unneccessarily.
Smallest
Largest
Clearspace
When applying our logo, it is important that it is given enough space from the margins and other elements on the page. Maintain a minimum of roughly 100% of the font size (or one of the logo's 'o' height as a visual reference) worth of clearspace around the logo in digital and print uses.
Designers will provide ample negative space around the logo so not to crowd it with other design elements and/or marks. This includes placement too close to— or touching — edges of the page or other design elements. For example, placement in the lower corner of a slide/frame. Transparency is okay in black & white applications only.
Clarity
When creating a composition, it is important to have enough contrast between background and logo to maximize legibility. Below are some do’s and don’ts for logo clarity.
Similar colors
Dark on dark
Light on light
Colors
Our main palette uses the following colors to help bring a unique identity to your brand, and is used in logical ways throughout to guide users and create the emotional connection we're after.
Primary
Dark Navy
Primary Blue
Secondary Blue
Tertiary Brown
Neutrals
Black
Light Grey
White
Typography
Straight-forward with a polished simplicity, our typography gives all the key information but never talks over the main content.
We follow general typography sizing and proportion guidelines, seen below. These sizes are intended for keeping proportional hierarchy, alignment, and visual structure in the typography system. It is recommended not to use type that does not adhere to one of these preset styles unless a specific use case should arise for a unique style.
All fonts
The only font in our brand is Avenir. We will use this for our headings and larger text styles as well as all body copy and smaller text styles. Use of weights is flexible depending on context.
Heading H1
Heading H2
Heading H3
Heading H4
Heading H5
Heading H6
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Visual Style
Iconography
The iconography style for our brand is minimal, clean, and informational. When used, the icons follow a few simple guidelines. The examples shown below are used on the website and are to be seen as the visual style example, but are by no means the only icons that can be used.
- Clean, line-based styles
- Good color contrast using brand colors and neutrals
- Keep their size small and concise
Photography
The photography style for the church is real, energetic, diverse, people-centered and transparent. We want to show the real life of our church in the photography we use. The following are just a few examples.
- High-quality (no blurry, low-quality photos)
- Focused on real life
- Colorful and vibrant
Real People,
finding Real Hope,
in the Real World.