Eastern Mennonite Missions. Visual Identity Guidelines

Transcription

1 Eastern Mennonite Missions Visual Identity Guidelines

2 2017, Eastern Mennonite Missions Logo and Visual Identity Guidelines design by Greg Yoder Graphic Design, Lancaster, PA,

3 Contents 4 Purpose 5 Logo, tagline, and signature 6 Signature clear space Minimum signature size 7 ID set/address format 8 Incorrect use of logo/signature 10 Typography 12 Color 14 Additional visual devices used in identity 16 Sub-branding EMM ministries and programs 17 Application of visual identity: Stationery Website 3 EMM Visual Identity Guidelines

4 Purpose The purpose of these Visual Identity Guidelines is to establish a consistent, recognizable, professional application of the EMM visual identity as part of a comprehensive re-branding process undertaken in Every effort should be made to follow these guidelines, and any deviation or changes to the guidelines should be done only after careful consideration about how it may affect the integrity of EMM s branding. 4 EMM Visual Identity Guidelines

5 Logo, tagline, & signature Logo A simple, recognizable wordmark, the EMM logo conveys sending going into the world. The distinctive EMM letter forms are adapted from the Generation Gothic typeface. This typeface is not used elsewhere in the visual identity. Tagline This phrase emphasizes our efforts in mobilizing and equipping anyone to become missional in any contet. The tagline is set in ITC Franklin Gothic Book Italic. Logo signature To strengthen EMM s branding message, the logo must be used with the tagline as a complete signature. The EMM logo files are set up as signatures to ensure proper spacing and size relationships between the logo and tagline. Signature spacing & alignment Align Left alignment should be set to match the corner of the E that is circled in the diagram above. Spacing between the logo and the tagline is determined by space () as shown in the diagram. 5 EMM Visual Identity Guidelines

6 Signature clear space The minimum clear space around the signature should be set as shown in the diagram below. This ensures that the signature is not cluttered or compromised by other visual elements, and it should not be enclosed by a shape. This minimum amount of clear space allows the signature to have the necessary breathing room. Ideally, etra clear space should be used above and below the signature as shown in gray. There is one eception to the rule: When absolutely necessary, the curved orange arc shape (one of EMM s supporting visual devices) can be used to break into the upper right corner of the clear space as shown below. This should be done only with great care when layouts, such as prayer cards or small ads, are tight. Eample of the clear space rule eception Minimum signature size 1 The signature should not be displayed smaller than 1 in total width (as shown at left). This is the EXTREME MINIMUM size, and it should be displayed larger than this whenever possible. 6 EMM Visual Identity Guidelines

7 ID set/address format Signature y Left alignment should be set to match the left edge of the tagline and the corner of the E that is circled in the diagram. Address lines y 53 W. Brandt Blvd PO Bo 458 Salunga, PA USA Fa emm.org info@emm.org Spacing between the signature and address lines is determined by space (y) as shown in the diagram. Align ID set eamples Standard ID set 53 W. Brandt Blvd PO Bo 458 Salunga, PA emm.org These ID sets can be used to show EMM s contact information on the back of printed materials such as brochures and flyers. Typography Address lines should be Franklin Gothic Book, sizes 7.25 to 9 points, depending on the size of the logo. Address lines color should be printed as a CMYK build of PANTONE Warm Gray 11 or 484. Black is also acceptable if the other two colors pose printing problems on a particular piece. Etended ID set (includes FAX & ) 53 W. Brandt Blvd PO Bo 458 Salunga, PA USA Fa emm.org info@emm.org 7 EMM Visual Identity Guidelines

8 Incorrect use of logo/signature Shown below are eamples of how the EMM signature should appear and should not appear. 1. Acceptable The value of the background should never be darker in value than the tail end of the swoosh as shown above. 2. Do not use the logo/signature in colors other than the pre-designed ones (which are standard 2-color, grayscale, solid black and white, or white for dark background). 3. Acceptable If the logo/signature must be placed on a dark background, the white version of the logo should be used. 4. Do not scale the signature so that it is out of proportion. 8 EMM Visual Identity Guidelines

9 Incorrect use of logo/signature continued 5. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Nullam sit amet enim. Suspendisse id velit vitae. Do not wrap tet around the logo/signature. 6. Do not add artistic effects, such as a drop shadow, to the logo/signature. 7. Acceptable Do not place the logo/signature tightly within a bo that violates the clear space guidelines. If it must be shown on top of a photo or dark area, it is best to use a swoosh shape (eamples shown above right and below). More information on this visual device can be found on page Acceptable If the signature shows up on a tetured area or screened-back area of a photo, the background should be light enough that it does not compromise the readability of the signature. The background color value rule applies (see page 8, number 1). 9 EMM Visual Identity Guidelines

10 Typography Type is an important part of the EMM visual identity. The primary typeface to use on printed materials and electronic media (when possible) is ITC Franklin Gothic. It is available in four weights plus italics. A secondary typeface can be used to complement Franklin Gothic Sabon LT Std a classic serif typeface. Sabon is available in two weights plus italics. Lastly, a grunge typeface Rust Bucket is to be used in identifying specific ministry/program sub-brand names (see page 16). ITC Franklin Gothic Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ITC Franklin Gothic Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ITC Franklin Gothic Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ITC Franklin Gothic Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Sabon LT Std Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Sabon LT Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Rust Bucket ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 10 EMM Visual Identity Guidelines

11 Typography continued A consistent type style and size will add to a sense of uniformity. Below are some general guidelines to follow for publications like Missionary Messenger. However, the type size and leading can be adjusted depending on the contet. For instance, a very narrow column of tet may read better with less leading than a very wide column, or a smaller brochures might be better designed using a smaller type size than what is shown below. Heading tet: (Variable, depending on contet) Shown here, it is: ITC Franklin Gothic Book 24pt size Standard body tet: ITC Franklin Gothic Book 9.5pt size, 12pt leading Caption tet: ITC Franklin Gothic Medium 8pt size, 9pt leading Pull quote tet: ITC Franklin Gothic Demi 16pt size, 19.2pt leading Heading here Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Integer nec. Phasellus aliquam enim et tortor. Quisque aliquet, quam elementum condimentum feugiat, tellus odio consectetuer wisi, vel nonummy sem neque in elit. Curabitur eleifend wisi iaculis ipsum. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. In non This is an eample of a photo caption. This is an eample of a photo caption. velit non ligula laoreet ultrices. Proin at This is an eample of a pull quote. eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus erat vitae libero. Phasellus aliquam enim et tortor. Quisque aliquet, quam elementum condimentum feugiat, tellus odio consectetuer wisi, vel nonummy sem neque in elit. Curabitur eleifend wisi iaculis ipsum. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. In non velit non ligula laoreet ultrices. 11 EMM Visual Identity Guidelines

12 Color The EMM color palette is divided into a hierarchy of three tiers. Tiers 1 and 2 should be used as the primary colors, while Tier 3 should be used more sparingly. Colors below are defined using the PANTONE MATCHING SYSTEM. Spot to process color conversions use Adobe s color formulas. Tier 1: Logo colors EMM Red PMS 484 EMM Orange PMS 173 M: 95 Y: 100 K: 29 R: 179 G: 35 B: 23 HEX: #B32317 M: 69 Y: 100 K: 4 HEX: #E86C1F R: 232 G: 108 B: 31 Tier 2: Supporting color palette PMS 7500 PMS 7502 PMS 4505 PMS 147 M: 2 Y: 15 K: 3 R: 247 G: 237 B: 212 M: 8 Y: 35 K: 10 R: 233 G: 211 B: 162 M: 15 Y: 78 K: 36 R: 177 G: 149 B: 58 M: 28 Y: 100 K: 56 R: 135 G: 101 B: 0 HEX: #F7EDD4 HEX: #E9D3A2 HEX: #B1953A HEX: # PMS 1245 PMS Warm Gray 4 PMS Warm Gray 11 M: 28 Y: 100 K: 18 R: 179 G: 35 B: 23 M: 4 Y: 9 K: 24 R: 202 G: 194 B: 184 M: 17 Y: 34 K: 62 R: 124 G: 106 B: 85 HEX: #D59F0F HEX: #CAC2B8 HEX: #7C6A55 12 EMM Visual Identity Guidelines

13 Color continued Tier 3: Supporting color palette PMS 129 M: 16 Y: 77 K: 0 R: 255 G: 212 B: 87 HEX: #FFD457 PMS 4725 M: 32 Y: 35 K: 25 R: 196 G: 146 B: 126 HEX: #C4927E PMS 556 C: 42 M: 0 Y: 33 K: 27 R: 114 G: 163 B: 146 HEX: #72A392 PMS 576 C: 49 M: 0 Y: 100 K: 39 R: 92 G: 135 B: 39 HEX: #5C8727 PMS 5483 C: 62 M: 0 Y: 21 K: 31 R: 56 G: 147 B: 155 HEX: #38939B PMS 387 C: 20 M: 0 Y: 100 K: 0 R: 215 G: 223 B: 35 HEX: #D6DF23 PMS 7448 C: 40 M: 50 Y: 14 K: 59 R: 83 G: 67 B: 90 HEX: # PMS 7546 C: 76 M: 58 Y: 47 K: 28 R: 66 G: 84 B: 96 HEX: #41535F 13 EMM Visual Identity Guidelines

14 Additional visual devices used in identity Along with the logo/signature, the EMM color palette, and type styling, there are additional visual devices that can be used as part of the EMM visual identity. Listed below are a few visual devices you might consider using. Gritty teture A gritty teture helps to reflect the hands-on, pioneering nature of EMM s work. Serving others can get dirty, so this helps to convey that message. Curved arc The curved arc or swoosh area visually echoes the curved arrow in the logo and may be useful for dividing visual space. The arc is drawn using the top curve of the swoosh that is in the E in the logo (as shown below/left). However, for consistency, it is preferable to reuse the arc artwork that is provided. Origin of curved arc artwork Color: 7502 Screen: 100% Transparency: none Color: 7500 Screen: 70% Transparency: none For solid color backgrounds Curved tan background The curved tan background allows the standard two-color signature to be placed onto dark backgrounds or photos. Color: 7502 Screen: 100% Transparency: 75% For photo backgrounds Color: white (paper) Transparency: 75% 14 EMM Visual Identity Guidelines

15 Additional visual devices used in identity continued Break the bo Standard use of photos can make the design feel very boy and predictable. When possible, look for opportunities to break the bo. In the eample shown, the woman s head breaks out of the predictable photo frame. Gradient using color 7500, created as raster art in Photoshop using.75% noise to avoid banding problems. Tan gradient Where beneficial, use a smooth tan gradient to help warm up the design. It also helps things to feel less rigid and boy. Use color 7500 or A subtle, gritty teture can also be incorporated into the gradient. Beware of reproduction issues when printing the gradient. Horizontal banding may appear in the gradient if the gradient spans too large of an area. The banding may show up some places and not others depending on the output device, media, etc. After applying the noise, add a small white gradient at bottom so that the bottom fades out to 100% white. To avoid banding in a gradient: Do not try to spread out the gradient over too large of an area. At 300 dpi/ppi, keep the gradient less than 4 when reproduced on a common offset printing press. Vector versions of a gradient will show the distinct steps of a gradient more than a raster gradient. Therefore, create the gradient as raster artwork in Photoshop instead of using Illustrator or InDesign. Add a small amount of noise to the gradient in Photoshop. This helps to diffuse the banding. (Try.75% noise as a starting point.) When printed, this noise probably won t show up, but even if it does, the teture it creates will probably not be detrimental to the overall design. 15 EMM Visual Identity Guidelines

16 Sub-branding EMM ministries & programs In order to identify EMM s program or ministry sub-brands, unique type styling should be applied to the sub-brand names as shown in the eamples below. The font size and leading values below should be scaled proportionally if reducing or enlarging the sub-brand name. Church Development MINISTRY Rust Bucket 24pt size, 20pt leading Tracking: 10 ITC Franklin Gothic Medium 13pt size, 20pt leading Tracking: 50 Eample of how the type may need to be stacked: Business for Transformation MINISTRY Eample of sub-brand in a heading tab : Church Development MINISTRY Additional sub-brand name eamples: Pioneering MINISTRY Children at Risk MINISTRY Relief MINISTRY Education MINISTRY Leadership Development MINISTRY YES SHORT-TERM MISSIONS GO! SHORT-TERM MISSIONS Mission Internships K-Teams SHORT-TERM MISSIONS StaffX MINISTRY Associate MINISTRY Medical MINISTRY 16 EMM Visual Identity Guidelines

17 Salunga, PA USA Application of visual identity Stationery: Letterhead, envelope, business card 53 W Brandt Blvd PO Bo 458 Staff Name Job title here here@emm.org Ph: F: emm.org Eastern Mennonite Missions 53 W Brandt Blvd, PO Bo 458, Salunga, PA USA Ph: F: Web: emm.org 53 W Brandt Blvd, PO Bo 458, Salunga, PA USA Address Service Requested 17 EMM Visual Identity Guidelines

18 Application of visual identity continued Website: Homepage 18 EMM Visual Identity Guidelines