This document defines the brand identity guidelines for Valley Church. The primary brand identity consists of the logotype, symbol, and secondary typography, which must always appear together and cannot be altered. A secondary brand identity can only be used if the primary logo will not work in a specific application. Strict rules are provided for logo size, placement, scaling, and color usage to maintain a consistent brand image across all materials. The logo may be reproduced in either a positive or negative format, with guidelines for when each version is appropriate.
1. G R A P H I C S T A N D A R D S G U I D EG R A P H I C S T A N D A R D S G U I D E
2. G R A P H I C S T A N D A R D S G U I D EG R A P H I C S T A N D A R D S G U I D E
GRAPHIC STANDARDS GUIDE:GRAPHIC STANDARDS GUIDE: BRAND IDENTITY DEFINEDBRAND IDENTITY DEFINED
PRIMARY BRAND IDENTITY
LOGOTYPE
SYMBOL
Primary brand identity:Primary brand identity:
The primary (preferred) brand identity consists of three coreThe primary (preferred) brand identity consists of three core
elements: the “Valley Church” logotype; the Valley Church symbol, orelements: the “Valley Church” logotype; the Valley Church symbol, or
the “X-man”; and the secondary typography, “cupertinothe “X-man”; and the secondary typography, “cupertino ••
california”.california”.
These three core elements are “locked together” and cannot beThese three core elements are “locked together” and cannot be
separated, altered, retyped or recreated in any way.separated, altered, retyped or recreated in any way.
The Valley Church brand identity must appear in a prominent locationThe Valley Church brand identity must appear in a prominent location
on all materials published by Valley Church, whether in print or digitalon all materials published by Valley Church, whether in print or digital
form.form.
Secondary brand identity:Secondary brand identity:
The secondary (alternate) brand identity can be used in brandedThe secondary (alternate) brand identity can be used in branded
applications, if and only if, the primary logo will not work - a pen,applications, if and only if, the primary logo will not work - a pen,
banner ad, or a “horizontal application”, for example. The secondarybanner ad, or a “horizontal application”, for example. The secondary
brand identity consists of the same three elements, but positioningbrand identity consists of the same three elements, but positioning
has been altered for different branding applications. The secondaryhas been altered for different branding applications. The secondary
brand identity should only be used when the primary logo will absolutelybrand identity should only be used when the primary logo will absolutely
not work, or when using the primary logo causes it to be reproducednot work, or when using the primary logo causes it to be reproduced
at sizes too small to be legible.at sizes too small to be legible.
Safe area:Safe area:
To allow for maximum legibility, a “safe area” must be preservedTo allow for maximum legibility, a “safe area” must be preserved
around the brand identity. The safe area is a minimum requirement.around the brand identity. The safe area is a minimum requirement.
Please place all graphic elements (such as typography, photography,Please place all graphic elements (such as typography, photography,
illustrations, etc.) away from the logo at least as far as the safe area.illustrations, etc.) away from the logo at least as far as the safe area.
The “safe area” is one half of the height of the symbol, or “X-man”, orThe “safe area” is one half of the height of the symbol, or “X-man”, or
approximately the height of the letters in the logotype (excluding theapproximately the height of the letters in the logotype (excluding the
capital “C” and the capital “V” at the beginning of each word).capital “C” and the capital “V” at the beginning of each word).
Maintaining a comfortable “safe area” helps to produce a maximumMaintaining a comfortable “safe area” helps to produce a maximum
impact of the Valley Church brand identity in all applications.impact of the Valley Church brand identity in all applications.
SECONDARY BRAND IDENTITY
SAFE AREAS
3. G R A P H I C S T A N D A R D S G U I D EG R A P H I C S T A N D A R D S G U I D E
GRAPHIC STANDARDS GUIDE:GRAPHIC STANDARDS GUIDE: BRAND IDENTITY DEFINEDBRAND IDENTITY DEFINED
The symbol:The symbol:
The symbol, or “X-man” of the Valley Church brand identity may notThe symbol, or “X-man” of the Valley Church brand identity may not
be used in isolation unless the Valley Church logotype appearsbe used in isolation unless the Valley Church logotype appears
elsewhere on the same document, nor should it be used in isolationelsewhere on the same document, nor should it be used in isolation
on the same page as the brand identity. Remember to preserve aon the same page as the brand identity. Remember to preserve a
“safe area” around the symbol as you would the brand identity.“safe area” around the symbol as you would the brand identity.
Size restrictions:Size restrictions:
Primary brand identity
For printed pieces, the primary brand identity should be reproducedFor printed pieces, the primary brand identity should be reproduced
at a minimum size of 1 1/2 inches wide. Printed pieces vary in size,at a minimum size of 1 1/2 inches wide. Printed pieces vary in size,
therefore, maximum sizes will vary. In general, the brand identitytherefore, maximum sizes will vary. In general, the brand identity
should be considered as a “sign off,” (similar to a notary stamp) not ashould be considered as a “sign off,” (similar to a notary stamp) not a
graphic element or illustration — and sized accordingly. For webgraphic element or illustration — and sized accordingly. For web
pages, the primary brand identity should be at least 150 pixels widepages, the primary brand identity should be at least 150 pixels wide
(75 dpi or “dots per inch”) and no larger than 250 pixels wide.(75 dpi or “dots per inch”) and no larger than 250 pixels wide.
Secondary brand identity
For printed pieces, the secondary brand identity should be reproFor printed pieces, the secondary brand identity should be repro--
duced at a minimum size of 2 inches wide. For web pages, theduced at a minimum size of 2 inches wide. For web pages, the
primary brand identity should be at least 225 pixels wide (75 dpi orprimary brand identity should be at least 225 pixels wide (75 dpi or
“dots per inch”) and no larger than 375 pixels wide.“dots per inch”) and no larger than 375 pixels wide.
Scaling:Scaling:
The Valley Church brand identity should be scaled proportionately,The Valley Church brand identity should be scaled proportionately,
to maintain the integrity and strength of the brand’s image. Alwaysto maintain the integrity and strength of the brand’s image. Always
scale logo proportionately or “uniform scale” with X (horizontal axis)scale logo proportionately or “uniform scale” with X (horizontal axis)
and Y (vertical axis). When scaling the brand identity in Adobeand Y (vertical axis). When scaling the brand identity in Adobe
Illustrator, always click option to “scale stroke & effects”. This isIllustrator, always click option to “scale stroke & effects”. This is
necessary because the words “cupertino california” have a slightnecessary because the words “cupertino california” have a slight
stroke (or an outline on the font) to increase legibility, especially atstroke (or an outline on the font) to increase legibility, especially at
small sizes.small sizes.
1 1/2 inches
2 inches
4. G R A P H I C S T A N D A R D S G U I D EG R A P H I C S T A N D A R D S G U I D E
GRAPHIC STANDARDS GUIDE:GRAPHIC STANDARDS GUIDE: BRAND IDENTITY DEFINEDBRAND IDENTITY DEFINED
Reproduction options:Reproduction options:
To add a level of flexibility to the brand image, the brand identity mayTo add a level of flexibility to the brand image, the brand identity may
be reproduced as either a “positive” or “negative” image. A “positive”be reproduced as either a “positive” or “negative” image. A “positive”
brand identity is the preferred method of presenting the brandbrand identity is the preferred method of presenting the brand
identity. The “positive” brand identity consists of using a white backidentity. The “positive” brand identity consists of using a white back--
ground with a blue logotype and a red and orange symbol. A “negaground with a blue logotype and a red and orange symbol. A “nega--
tive” brand identity consists of a white logotype and slightly modifiedtive” brand identity consists of a white logotype and slightly modified
red to increaste contrast and assist legibility.red to increaste contrast and assist legibility.
Positive brand identity
This standard “positive” brand identity reproduction includes BLUEThis standard “positive” brand identity reproduction includes BLUE
(”Valley Church”) text and a small BLUE square separating the two(”Valley Church”) text and a small BLUE square separating the two
words “cupertino” and “california”. The RED elements of the brandwords “cupertino” and “california”. The RED elements of the brand
identity include both the primary elements of the symbol, or theidentity include both the primary elements of the symbol, or the
“body” of the “X-man” and the two words “cupertino” and “california”.“body” of the “X-man” and the two words “cupertino” and “california”.
Finally, the GOLD element of the brand identity is the “head” of theFinally, the GOLD element of the brand identity is the “head” of the
symbol, or the “X-man”.symbol, or the “X-man”.
Negative brand identity
This “negative” brand identity reproduction includes WHITE (”ValleyThis “negative” brand identity reproduction includes WHITE (”Valley
Church”) text. The RED elements of the brand identity include bothChurch”) text. The RED elements of the brand identity include both
the primary elements of the symbol, or the “body” of the “X-man” andthe primary elements of the symbol, or the “body” of the “X-man” and
the small BLUE square separating the two words “cupertino” andthe small BLUE square separating the two words “cupertino” and
“california”. Finally, the GOLD elements of the brand identity are“california”. Finally, the GOLD elements of the brand identity are thethe
“head” of the symbol, or the “X-man” and the two words “cupertino”“head” of the symbol, or the “X-man” and the two words “cupertino” andand
“california” (colors & text weight change to increase legibility).“california” (colors & text weight change to increase legibility).
Examples of when to use the POSITIVE brand identity includeExamples of when to use the POSITIVE brand identity include
busines cards, letterhead, envelopes, and promotional items.busines cards, letterhead, envelopes, and promotional items.
Examples of when to use the NEGATIVE brand identity includeExamples of when to use the NEGATIVE brand identity include
brochures, and outdoor back lit signage - which helps to increasebrochures, and outdoor back lit signage - which helps to increase
the impact of the brand image and enhances legibility.the impact of the brand image and enhances legibility.
POSITIVE BRAND IDENTITY
NEGATIVE BRAND IDENTITY
5. G R A P H I C S T A N D A R D S G U I D EG R A P H I C S T A N D A R D S G U I D E
GRAPHIC STANDARDS GUIDE:GRAPHIC STANDARDS GUIDE: COLOR USAGECOLOR USAGE
Color usage:Color usage:
Use the following colors at all times when reproducing the ValleyUse the following colors at all times when reproducing the Valley
Church brand identity, printed materials such as business cards,Church brand identity, printed materials such as business cards,
letterhead, envelopes, mailing labels, & promotional materials suchletterhead, envelopes, mailing labels, & promotional materials such
as brochures and leaflets; and all digital content, including websites,as brochures and leaflets; and all digital content, including websites,
interactive CD-Roms and Powerpoint presentations. Consistent useinteractive CD-Roms and Powerpoint presentations. Consistent use
of color is essential in building a strong brand image.of color is essential in building a strong brand image.
Positive brand identity
POSITIVE BRAND IDENTITY
BLUE
RED
GOLD
GRAY
PANTONE - PMS 301- PMS 301
CMYK - C=100; M=45; Y=18; K=18- C=100; M=45; Y=18; K=18
RGB - R=8; G=72; B=135- R=8; G=72; B=135
HSB - H=208; S=93%; B=52%- H=208; S=93%; B=52%
WEB - #666699- #666699
PANTONE - PMS 1797- PMS 1797
CMYK - C=0; M=100; Y=99; K=4- C=0; M=100; Y=99; K=4
RGB - R=245; G=0; B=3- R=245; G=0; B=3
HSB - H=358; S=100%; B=96%- H=358; S=100%; B=96%
WEB - #CC0033- #CC0033
PANTONE - PMS 130- PMS 130
CMYK - C=0; M=30; Y=100; K=0- C=0; M=30; Y=100; K=0
RGB - R=255; G=179; B=0- R=255; G=179; B=0
HSB - H=40; S=100%; B=100%- H=40; S=100%; B=100%
WEB - #FF9900- #FF9900
PANTONE - COOL GRAY 3- COOL GRAY 3
CMYK - C=0; M=0; Y=0; K=17- C=0; M=0; Y=0; K=17
RGB - R=212; G=212; B=212- R=212; G=212; B=212
HSB - H=40; S=0%; B=83%- H=40; S=0%; B=83%
WEB - #CCCCCC- #CCCCCC
6. G R A P H I C S T A N D A R D S G U I D EG R A P H I C S T A N D A R D S G U I D E
GRAPHIC STANDARDS GUIDE:GRAPHIC STANDARDS GUIDE: COLOR USAGECOLOR USAGE
Color usage:Color usage:
Use the following colors at all times when reproducing the ValleyUse the following colors at all times when reproducing the Valley
Church brand identity, printed materials such as business cards,Church brand identity, printed materials such as business cards,
letterhead, envelopes, mailing labels, & promotional materials suchletterhead, envelopes, mailing labels, & promotional materials such
as brochures and leaflets; and all digital content, including websites,as brochures and leaflets; and all digital content, including websites,
interactive CD-Roms and Powerpoint presentations. Consistent useinteractive CD-Roms and Powerpoint presentations. Consistent use
of color is essential in building a strong brand image.of color is essential in building a strong brand image.
Negative brand identity
BLUE
WHITE
RED
GOLD
DARK BLUE
NEGATIVE BRAND IDENTITY
PANTONE - PMS 301- PMS 301
CMYK - C=100; M=45; Y=18; K=18- C=100; M=45; Y=18; K=18
RGB - R=8; G=72; B=135- R=8; G=72; B=135
HSB - H=208; S=93%; B=52%- H=208; S=93%; B=52%
WEB - #666699- #666699
PANTONE - PMS 185- PMS 185
CMYK - C=0; M=91; Y=76; K=0- C=0; M=91; Y=76; K=0
RGB - R=252; G=25; B=33- R=252; G=25; B=33
HSB - H=357; S=89%; B=98%- H=357; S=89%; B=98%
WEB - #CC0033- #CC0033
PANTONE - PMS 130- PMS 130
CMYK - C=0; M=30; Y=100; K=0- C=0; M=30; Y=100; K=0
RGB - R=255; G=179; B=0- R=255; G=179; B=0
HSB - H=40; S=100%; B=100%- H=40; S=100%; B=100%
WEB - #FF9900- #FF9900
PANTONE - PMS 296- PMS 296
CMYK - C=100; M=46; Y=0; K=70- C=100; M=46; Y=0; K=70
RGB - R=2; G=26; B=50- R=2; G=26; B=50
HSB - H=208; S=95%; B=19%- H=208; S=95%; B=19%
WEB - #000033- #000033
*
* Example only:Example only:
The Valley Church brand identity shouldThe Valley Church brand identity should
never be reproduced in a “bounding box”.never be reproduced in a “bounding box”.
7. G R A P H I C S T A N D A R D S G U I D EG R A P H I C S T A N D A R D S G U I D E
GRAPHIC STANDARDS GUIDE:GRAPHIC STANDARDS GUIDE: TYPOGRAPHYTYPOGRAPHY
Typography:Typography:
Use the following fonts in all materials created to promote the ValleyUse the following fonts in all materials created to promote the Valley
Church brand. Generally, “display” typefaces are used at larger pointChurch brand. Generally, “display” typefaces are used at larger point
sizes, for headings and larger typographical treatments. “Sans-serif”sizes, for headings and larger typographical treatments. “Sans-serif”
typefaces are used as subheadings and medium sized typorgaphicaltypefaces are used as subheadings and medium sized typorgaphical
treatments. “Serif” typefaces are used as body text, or small typotreatments. “Serif” typefaces are used as body text, or small typo--
graphical treatments. Consistent use of typography is essential ingraphical treatments. Consistent use of typography is essential in
building a strong brand image.building a strong brand image.
Display typeface: “Malaise Text”
“Malaise Text” is the font used for the logotype of the Valley Church“Malaise Text” is the font used for the logotype of the Valley Church
brand identity. The capital “A” and the capital “H” have been slightlybrand identity. The capital “A” and the capital “H” have been slightly
modified to create a more unique logotype. “Malaise Text” wasmodified to create a more unique logotype. “Malaise Text” was
designed by Adam Roe of Lunchbox Studios and can be purchaseddesigned by Adam Roe of Lunchbox Studios and can be purchased
at http://www.Fonts.com for $24.00.at http://www.Fonts.com for $24.00.
Sans-serif typeface: “Eagle Light”
“Eagle Light” is the font used for the words “cupertino” & “california” of“Eagle Light” is the font used for the words “cupertino” & “california” of
the Valley Church brand identity. “Eagle Light” is part of a four typethe Valley Church brand identity. “Eagle Light” is part of a four type--
face family, which includes: Eagle Light, Eagle Book, Eagle Bold andface family, which includes: Eagle Light, Eagle Book, Eagle Bold and
Eagle Black. The Eagle typeface family was influenced by lettering byEagle Black. The Eagle typeface family was influenced by lettering by
Morris Fuller Benton and designed by David Berlot and JonathanMorris Fuller Benton and designed by David Berlot and Jonathan
Corum. Single fonts in this family can be purchased atCorum. Single fonts in this family can be purchased at
http://www.FontBureau.com for $40.00. The four typeface familyhttp://www.FontBureau.com for $40.00. The four typeface family
can be purchased for $140.can be purchased for $140.
Serif typeface: “Giovanni”
“Giovanni” is a highly versatile six typeface family used for body text.“Giovanni” is a highly versatile six typeface family used for body text.
It was designed by Robert Slimbach. Single fonts in this family can beIt was designed by Robert Slimbach. Single fonts in this family can be
purchased at http://www.Fonts.com for $24.00. The six typefacepurchased at http://www.Fonts.com for $24.00. The six typeface
family can be purchased for $118 and includes: Giovanni Book,family can be purchased for $118 and includes: Giovanni Book,
Giovanni Book Italic, Giovanni Bold, Giovanni Bold Italic, GiovanniGiovanni Book Italic, Giovanni Bold, Giovanni Bold Italic, Giovanni
Black and Giovanni Black Italic.Black and Giovanni Black Italic.
MALAISE TEXT
Giovanni book
Giovanni book italic
Giovanni bold
Giovanni bold italic
Giovanni black
Giovanni black italic
EAGLE LIGHT
EAGLE BOOK
EAGLE BOLD
EAGLE BLACK
BRAND IDENTITY TYPOGRAPHY
MALAISE TEXT
EAGLE LIGHT
