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Temple Beth Sholom

BRAND STANDARDS GUIDE

Revised as of 8/8/16

Index

Temple Beth Sholom

BRAND STANDARDS GUIDE1. Brand Strategy Overview

2. Color Palettes

5. Logo Standards and Nomenclature as follows:- Color(s)- Usage- Positioning and Scale- Typeface

i. Foundation School (horizontal/vertical)ii. Camp Beth Sholom (horizontal/vertical)iii. Parent Childiv. Parent Teacher Organizationv. Shalom Babyvi. Shalom Familyvii. Social Justice Networkviii. jTravelix. Rabbi Leon J. Kronish

School for Living Judaismx. Legacy

8. Fonts

9. Stationery Systems

10. E-mail signatures

13. Additional Collateral- E-mail headers

14. Program template

15. Postcards

15. Copy Standards (Examples)

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Overview

1

Temple Beth Sholom Miami Beach is evolving to reflect the times, its membership, and it s unique location on Miami Beach.

This is a temple-wide initiative with an eye to providing a brand strategy,i.e. a consistent way to present the temple to the public.

It is important that the TBSMB materials reflect its new positioning in all communication to key target audiences including customers, strategic partners, employees and the business community.

This brand standards guide allows us to manage the TBSMB brandintegrity. By overall consistent use of color, tone, voice and message, we have a solid platform to anchor the temple. The materials are the representation of the brand, and therefore directly responsible for themaintenance of the brand.

Our goal is to be consistent, memorable and effective.

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Logo Uses & Logo Colors

2

TEMPLE BETH SHOLOM :: BRAND STANDARDS GUIDE

primary logo

alternate logos

color palette

PANTONE 300*C-100 M-52 Y-0 K-0

Web: use #0066CC

PANTONE 583*C-25 M-3 Y-100 K-14

Web: use #b0ba25

PANTONE 136*C-0 M-32 Y-86 K-0

Web: use #fcb53e

PANTONE 282*C-100 M-77 Y-46 K-46

Web: use #002D62

TempleBeth Sholom

TempleBeth Sholom

TempleBeth Sholom

* Specify this PMS color for spot color if needed for PRINT USE, otherwise use CMYK formula

Logo position is either centered or flush left onletterhead. Variation in placement can be madeso it appears either top or bottom depending onthe material on which it is placed.

Type in the logo (Temple name, tagline) shouldnot be altered, i.e. italicized or be changed incolor.

The logo tagline should not be separated from the logo icon.

The tagline should not be translated from Hebrew.

The logo may be reversed out on a colored background (not within a box) or a black and white version may be used.

Blue used for logo type: Temple Blue: C:100 M:52 PMS 300

For headline copy or secondary color use, a recommended fourth color should be intro-duced to the primary palette: PMS282, a darkblue which reads as black visually.

Please specify the PMS color by number for print use.

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Web Guidelines - Palette

3

#FF9700R-255 G-151 B-0

#0066CC*R-0 G-29 B-76

#0C00D3R-12 G-0 B-211

#FF5300R-255 G-102 B-0

#FF6633*R-255 G-102 B-51

#993366R-153 G-51 B-102

#99CC33*R-153 G-204 B-51

#FCB53E*R-252 G-181 B-62

#CC6633*R-204 G-102 B-51

#009933*R-0 G-153 B-51

#006699R-0 G-102 B-153

#99CCFF*R-153 G-204 B-155

#330033R-51 G-0 B-51

#002D62R-0 G-45 B-98

#333333R-51 G-51 B-51

D2C2A5R-204 G-204 B-153

#7C7359R-102 G-102 B-102

web color palette

TEMPLE BETH SHOLOM :: BRAND STANDARDS GUIDE

* denotes this is a hex code for a current logo color

#

The web colors differ from the printcolors because they are made up ofRed, Green, and Blue (RGB), whichare the colors a computer monitoremits.

A printed color will include Cyan,Magenta, Yellow, and Black (CMYK).

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Web Guidelines - Fonts/Buttons

4

web fonts

HIND

AVAILABLE AT GOOGLE.COM/FONTSNOTO SERIF

AVAILABLE AT GOOGLE.COM/FONTS

web buttons

#009933*#FCB53E*#99CC33*#FF6633* #0066CC* #CC6633* #99CCFF*

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Organizational Logos

5

TBSMB Logo

Foundation SchoolHorizontal Vertical

Camp Beth SholomHorizontalVertical

Usage Guideline for graphic file types

EPS - use for large size printing, signage, andto create promotional items such as shirts;usually created with no background color

JPG - print use, web use; always has a whitebackground

PNG - web use, has a transparent background

GIF - web use, can be animated, can have atransparent background

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Organizational Logos

6

Parent/Child

Parent Teacher Organization

Shalom Baby

Shalom Family

Social Justice Network

Temple Beth Sholom

BRAND STANDARDS GUIDE

7

jTravel

Rabbi Leon J. Kronish School for Living Judaism

Legacy

* Each logo included here is also available inwhite, to be used on top of a color.

An example of how the logos are organized:LOGOS 2015>Main

> eps> jpg> gif> png

>Camp Beth Sholom> Horizontal

> eps> jpg> gif> png

>Stacked logo (vertical)> eps> jpg> gif> png

Key for logo colors: K indicates blackW indicates whiteC indicates blue

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Fonts

8

headline fonts

AILERON

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

AILERON BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

AILERON FAMILY - ALL WEIGHTS

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

AILERON BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

MODERNEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

sign fonts

AILERON

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

copy fonts

9

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Stationery System - Letterhead

Letterhead:

Logo position is either centered or flush left on letterhead.

8.5” x 11” 70# Bright White Text4/0 Blue used for type: Temple Blue: C:100 M:44 or PMS 300

Return address, phone, fax andweb address in one line across bottom.

Font: Moderne, 9 pt in black,centered at page bottom.

#10 Envelope:

24# Standard Bright White Envelope 4/0

Temple logo flush left return address in two lines flush left underneath Hebrew tagweb address is line 3no http or www listed

Moderne 9 pt over 11 pt - text size and leading.

Color bars do not extend to edge. This avoids additional printing costs for bleeds.

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Stationery System - Business Cards

10

Business Card Options, Fronts:

Size2”x3.5”

Stock130# White Cover

Colors4/0 Black Type

FontModerne

Logo always flush left on front,1/8” from left edge and top edge

Business Card Options, Backs, color by department: TempleBeth Sholom

TempleBeth Sholom

TempleBeth Sholom

TempleBeth Sholom

Admin

Clergy Education Programs

TempleBeth Sholom

School for Living Judaism

Temple Beth Sholom

BRAND STANDARDS GUIDE :: E-mail Signature

11

Create two versions, one for outgoing, original email, and one for replies. Limit 72 characters per line to avoid wrapping to next line.

Outgoing:Helvetica Flush left, rag rightSet with spaces and lines in between, as shown in sample.Fax number optional. Include URL.

If using logo in signature line, please use Alt Text behind it so if it’s not readable in recipient emil, the text shows instead of an empty box with a question mark.

No smaller than 11 point, to facilitate use with mobile devices.

Limit to 4 lines for signature, use 5th line for social media links.

For replies:

Physical address not necessary.

Limit to 2-3 lines; name and phone number.

NameTitleTemple Beth Sholom | Department4144 Chase Avenue, Miami Beach, FL 33140305.538.7231 ext. 375tbsmb.org

Nerissa Balland305.538.7231 ext. 375

SAMPLE

SAMPLE

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Collateral

12

Brochure

Paper: MacGregor XPDull 100# Text - for pieces with response mechanismsor Glossy 100# Text - for pieces with no response mechanism

Size options:All sizes are acceptable.

Each cover has the logo, a signature photo reflecting the temple or theprogram, and a simple headline that supports the event or programbeing promoted in the brochure.

Text should be colorful but brief, so that focus is more on the visual photography.

The back cover of the brochure should include web addresscentered below the logo.

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Email Headers/Banners

13

600 px wide

GENERICHEADER1

600 px widex 100 px high

Temple TalkHeader for Constant Contact

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Program Template

14

4144 Chase Avenue | Miami Beach, Florida 33140 | 305.538.7231 tbsmb.org4144 Chase Avenue | Miami Beach, Florida 33140 | 305.538.7231 tbsmb.org

8.5x11 folded down to 5.5x8.5”

Back, and front, view.

Clergy Department communication, therefore, color bar is darker orange.

15

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Postcards

FRONTPreferred Size: 11”x6”

This size delivers visual impact and still qualifies for letter postagerate, i.e. the same as 6”x9”/5”x7”/4”x6”

Teaser headline in Aileron Bold font and type treatment logo onfront in Optima, or, color logo may be used.

1 large main image on front.

BACKSize: 11”x6”

1 large main image accompanied by 2-3 smaller images.

Type treatment version of the logo, or regular colored version oflogo may be used. Body font is Aileron family. Postage

paidPermit #18

Temple Beth Sholom

BRAND STANDARDS GUIDE :: Copy Standards Samples

16

Merriam-Webster should be the standard for allspelling and word usage questions and New York Public Library Writer’s Guide to Style and Usageis the reference for all grammar issues.

URJ standards dictate holiday spellings.

Keep titles such as “service manager” and “janitorialstaff” all lowercase (except at beginning of sentence).

Do not use a series of commas except when neededfor clarity.

Ellipses are used to indicate words are missing from a sentence, not for emphasis.

Phone number style: use periods. e.g., 305.538.7231

For URLs: “website” is one word.

Do not use http:// or www prefix

“Prayerbook(s)” is one words.

“High Holy Days” is three words.

e-mail – use hyphen between e and mail, all in lowercase letters.

Decide if Temple has a capital “T” and remain consistent.

Please show time as indicated: am and pm

Try to avoid a possessive on Temple Beth Sholom, i.e.Temple Beth Sholom’s Shalom Y’all Ball.

Instead: Temple Beth Sholom presents The ShalomY’all Ball

Or: The Temple Beth Sholom Shalom Y’all Ball.

Hebrew words are not italicized in Temple materials.

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