Identity & Brand Standards

The Reasons for Brand Standards....................................

The Congregation Micah Brand.......................................

The Congregation Micah Logo.........................................

The Congregation Micah Colors.......................................

Allowable Uses of Colors and Elements.............................

Clear Space and Design..................................................

Unacceptable Uses of the Logo.........................................

Stationery Items..............................................................

Advertising.....................................................................

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Contents

Revised July 2010

The goal of any institution is to create the concept of its “brand” in the mind of the public,making the institution instantly recognizable, with an implied personality that is consistent with its stated mission.

The cornerstone of any “branding” effort is the consistent use of its identity (sometimes referred to as its “logo”) in all applications in which it appears, without alteration or variation from the standards set forth by the institution. Because it often takes years of consistent and frequent use of an identity to fix it in the mind of the public, it is imperative to conform to the institution’s standards on all occasions.

Definition of Terms

Logo The entire identity, including the symbol (the hills) and the logotype (Congregation Micah). Together, the symbol and the logotype, arranged in exactly the configuration and colors set forth in these guidelines, are referred to as “the logo.”

The Reasons for Graphic Standards

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Brand The distinctive image and personality of Congregation Micah, including its logo, imagery style, copy tone and color palette, is supported by all its marketing and public relations efforts.

Symbol

Logotype

The “brand” of the Congregation Micah extends beyond the consistent use ofa logo, tagline, etc. It includes elements of style and personality that reflect thevalues embodied in its guiding principle:

Do justly, love mercy, walk humbly with thy God. ~Micah 6:8

This quote from the prophet Micah should be used wherever appropriate.There is no other tagline.

The following elements should appear in all communications related to CongregationMicah, whether in print or online:

Imagery should be straightforward photography (rather than clip art), in color whenallowed by budget and technical considerations. Imagery should illustrate the beautyof its setting and facilities, its diversity, and its welcoming nature.

Copy should be warm, inviting, and professional, reflecting the inclusiveness andspiritual air of Congregation Micah.

Content should include (as appropriate) a balance of congregant focus, institutional news,and Reform Jewish principles.

Fonts: The preferred font is Futura or Intrepid; where not available (such as HTML fonts), Tahoma or Arial may be substituted.

The Congregation Micah Brand

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The Logo

The proper and only acceptable usages of the Congregation Micah logo (symbol andlogotype) are set forth in these guidelines.

Use of the logo is based on the following assumptions:

The logo must only be reproduced in its entirety; no element of the logotype should be left out,and the symbol must not be left out or used alone.

The Congregation Micah Logo

The logo must ALWAYS be reproduced from digital files or press-ready art furnished by Congregation Micah. No one should ever re-create the logo, for any reason.

The logo should only be used by people or institutions specifically authorized to do so by Congregation Micah.

The logo should NEVER be stretched horizontally or vertically, which would unacceptably alter its overall proportions.

If there is ever a question about how the logo should be used or by whom, please contact Congregation Micah.

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Symbol

Logotype

The Congregation Micah Color Palette

Colors Used in Printing

The elements of the Congregation Micah logo are to be printed in the specific PMS (Pantone Matching System) colors listed below. These numbers are used by commercialprinters to match printed colors exactly. The PMS ink color numbers for CongregationMicah are the same whether printed on coated or uncoated stock.

When it is not possible or practical to reproduce the logo using Pantone spot colors, CMYK (4-color process colors may be substituted. The closest CMYK color is listed with each Pantone color below.

Online Reproduction

Internet and other screen viewing use the RGB (rather than CMYK) color model. See color formulas above.

Other Forms of Reproduction

Even though commercial printers use a specific numbering system for matching ink colors,other forms of reproduction may not be accurate, such as quick-printers, laser printers, ink-jet printers, digital presses, silkscreeners, dye-sublimation printing, and so on. When using these forms of reproduction, PMS colors will be the default colors to match; a commercial printer can supply swatches if the color models above do not apply. Do not substitute just any color combination; use a black or white logo instead, depending on the situation.

The appearance of color may vary widely when viewed on computer screens, or when produced as silkscreen or other forms of reproduction such as inkjet, die sublimation,etc. It is recommended to use the Pantone colors as the visual guide, and to use the correct RGB formula on screen.

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PMS 276C=91, M=90, Y=44, K=52 | R=33, G=28, B=61

BlackC=0, M=0, Y=0, K=100 | no RGB equivalent

Allowable Uses of Colors and Elements

No other color or element combinations are allowed.

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Option 1: Logo with shaded hillsPantone, CMYK, or (screen) RGB

Option 2: Logo with solid hillsPantone, CMYK or (screen) RGB

Option 3: Reversed white on blackbackground

Option 4: Reversed white on colorbackground

Option 5: Color on photographic background

Option 6: Reversed white on photographic background

Clear Space and Design

Clear Space

The logo, in relation to other elements in any form of communication, should be given adequate clear space.

Clear space around logo should equal 1/3 of the width of the logo.

Design

In order to maintain the integrity of the Congregation Micah brand, it is preferable that all forms of communication be created by they synagogue, its agencies and designated designers.

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Unacceptable Uses of the Logo

Logo stretched horizontally(not acceptable)

Logo stretched vertically(not acceptable)

All one color other than black and whiteor solid white

(not acceptable)

Re-typeset logo(not acceptable)

Correct logo but inappropriateuse of clear space.

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Stationery Items

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Advertising

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www.congregationmicah.org

a Reform Jewish synagogue