BRANDING STYLE GUIDE

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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.

OUR MISSION AND VISIONLOVING 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 ATTRIBUTESCONTEMPORARY 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.

Loving God. Loving Others. Serving the world.

First Church Cross Icon

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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

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

Loving God. Loving Others. Serving the world.

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COLOR STANDARDS

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BURNTORANGE

PMS: 1655c

HEX: ff5113

LIGHTGRAY

PMS: 7541c

HEX: e5e5e5

CHARCOALGRAY

PMS: 11c

HEX: 4b4b4b

LEAFYGREEN

PMS: 377c

HEX: 92ae34

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

PALETTEThe 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

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TYPEFACE STANDARDS

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

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

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

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

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

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

PRIMARY TYPEFACE

Helvetica Nue

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

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

SECONDARY TYPEFACE

Arial

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.

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STATIONARY STANDARDS

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STATIONARYSTANDARDS

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 STANDARDSFirst 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

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

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

WEB TYPEFACE

Tahoma

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Loving God. Loving Others. Serving the world.