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Congregation Micah Brand Manual
 

Congregation Micah Brand Manual

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    Congregation Micah Brand Manual Congregation Micah Brand Manual Document Transcript

    • Identity & Brand Standards
    • ContentsThe Reasons for Brand Standards.................................... 1The Congregation Micah Brand....................................... 2The Congregation Micah Logo......................................... 3The Congregation Micah Colors....................................... 4Allowable Uses of Colors and Elements............................. 5Clear Space and Design.................................................. 6Unacceptable Uses of the Logo......................................... 7Stationery Items.............................................................. 8Advertising..................................................................... 9Revised July 2010
    • The Reasons for Graphic StandardsThe 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 consistentwith its stated mission.The cornerstone of any “branding” effort is the consistent use of its identity (sometimesreferred to as its “logo”) in all applications in which it appears, without alteration orvariation from the standards set forth by the institution. Because it often takes years ofconsistent and frequent use of an identity to fix it in the mind of the public, it is imperativeto conform to the institution’s standards on all occasions.Definition of TermsLogo 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.” SymbolLogotypeBrand 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. 1
    • The Congregation Micah BrandThe “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 6:8This 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. 2
    • The Congregation Micah LogoThe LogoThe 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. Symbol LogotypeThe logo must ALWAYS be reproduced from digital files or press-ready art furnished byCongregation 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 byCongregation Micah.The logo should NEVER be stretched horizontally or vertically, which would unacceptablyalter its overall proportions.If there is ever a question about how the logo should be used or by whom, please contactCongregation Micah. 3
    • The Congregation Micah Color PaletteColors Used in PrintingThe 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 listedwith each Pantone color below. PMS 276 Black C=91, M=90, Y=44, K=52 | R=33, G=28, B=61 C=0, M=0, Y=0, K=100 | no RGB equivalentOnline ReproductionInternet and other screen viewing use the RGB (rather than CMYK) color model.See color formulas above.Other Forms of ReproductionEven 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 notsubstitute just any color combination; use a black or white logo instead, depending onthe situation.The appearance of color may vary widely when viewed on computer screens, or whenproduced 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 thecorrect RGB formula on screen. 4
    • Allowable Uses of Colors and Elements Option 1: Logo with shaded hills Pantone, CMYK, or (screen) RGB Option 2: Logo with solid hills Pantone, CMYK or (screen) RGB Option 3: Reversed white on black background Option 4: Reversed white on color background Option 5: Color on photographic background Option 6: Reversed white on photographic backgroundNo other color or element combinations are allowed. 5
    • Clear Space and DesignClear SpaceThe logo, in relation to other elements in any form of communication, should be givenadequate clear space. Clear space around logo should equal 1/3 of the width of the logo.DesignIn order to maintain the integrity of the Congregation Micah brand, it is preferablethat all forms of communication be created by they synagogue, its agencies anddesignated designers. 6
    • Unacceptable Uses of the Logo Logo stretched horizontally Logo stretched vertically (not acceptable) (not acceptable)All one color other than black and white Re-typeset logo or solid white (not acceptable) (not acceptable) Correct logo but inappropriate use of clear space. 7
    • Stationery Items 8
    • Advertising Come worship with us. Sing, pray, study, and join in a vibrant, diverse, welcoming community. www.congregationmicah.org a Reform Jewish synagogue 9