Guide in branding your church. may apply to you business as well

1. BRAND GUIDE

2. Why Brand .........................................
Our Story ...........................................
How We Feel ......................................
Coffee Shop Meets Cabin ................
Logo ...................................................
Logo Guide ........................................
Logo Misuse ......................................
Ministry Logos ...................................
Typography .......................................
Color ...................................................
Imagery ..............................................
Graphics .............................................
Tone of Voice .....................................
Brand Execution ...............................
Questions? .........................................
TABLE OF
CONTENTS
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3. 1
BRAND GUIDE
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At Woodlands we define brand as “perception”. People are always
perceiving and experiencing Woodlands and we want to ensure
their experience lines up with who we really are. This matters
because how people view us determines whether or not they
listen to us. Thus, we must all communicate a compelling and
consistent message, so we can reach more people for Christ.
WHY
BRAND?
Perception

4. 2 OUR STORY
Who we are
OUR MISSION: TO BUILD
COMMUNITIES OF CHRIST-CENTERED
PEOPLE TO REACH THE WORLD.
We help people follow Jesus for their entire life. We value God’s
Word & prayerful dependance. We are passionate about seeing
people connect with others in community, worship God together,
and grow in Christ in a grace-filled environment. Together, we
share the hope of Jesus with the people in our community and
around the world.
GATHERING. GROWING. GROUNDED.
GIVING. GOING. GRACE-FILLED.
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5. 3
We are down to earth and authentic. Woodlands is a place where people feel
comfortable and want to stay for awhile.
HOW WE
FEEL
WARM
Relationships matter. We are a community of people who are welcoming.
People are longing for some type of family-like group where they can belong.
FRIENDLY
In order for people to stay, they first must come. We are a church who is committed
to the Truth and we invite people to follow Jesus with us, in relevant ways.
INVITING
Our personality
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6. 4 COFFEE
SHOP
MEETS
CABIN
Our name, Woodlands, doesn’t explicitly communicate anything
about who we are, so we get to define it. For the people of
Central Wisconsin, escaping to the cabin or connecting at a local
coffee shop with friends is a very familiar experience. For so
many reasons, community is built at these places – so this
concept paints a powerful picture for our brand. We want this
to be the unified story we tell, from the aesthetics, to our digital
presence, to the Sunday morning experience. This allows people
to have a “coffee shop-cabin experience” at Woodlands where
they build community and grow in their faith, so that together
we can reach the world for Christ.
WARM. SIMPLE.
CLEAN. NATURAL.

7. 5 LOGO
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8. 6 LOGO
Intended Audience: While a logo should represent the inner
workings of the church/organization it represents, the main
usage for a logo is outreach. A logo needs to connect with the
person that it is trying to attract as well as the group of people
that it represents.
Purpose: We feel like this mark will be able to connect with
the unchurched people of our community as well as hold deep
meaning for those of us within the church and align with our
vision and values. Our heart for this logo mark is that it would
spark curiosity in those who do not know Christ without any
hindrances or preconceived notions. We also feel that it
communicates our heart as a church – to elevate people’s eyes
(both locally and globally) to Christ in a way that they can
understand.
Our History: In 2000, the name of our church changed from
Stevens Point Evangelical Free Church to Woodlands Church. We
are echoing this movement in our logo mark as well.
Why this mark?Why not a cross?
Removes Barriers: We know that there are many in our com-
munity who have had a harmful experience within the context
of a local church. Our heart is to remove those barriers before
they step into our doors. Since our logo may be one of the
first interactions that someone has with Woodlands, we want
to lead with a mark that comes with no previous associations.
This is a big reason that we decided to move away from a cross
as our logo mark. We see in 1st Corinthians 1:8 that the cross
is “foolishness to those who are perishing.” For someone to
fully grasp the love displayed on the cross and the power of the
resurrection, they must first hear the Gospel. We do not want
a logo mark to be the thing that keeps them from stepping into
our building to hear that Good News.
Lacks Redundancy: When looking at our full logo, it will be
understood that we are a church. If we had chosen a cross,
there would have been some redundancy between the cross
itself and the word “Church” in our name. Since it is already
established that we are indeed a church, we looked at the logo
as an opportunity to capture and represent our vision more fully.
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CONTINUED

9. 7 LOGO
The upward arrows resemble a tree. This is a
nod to our community here in Stevens Point
and the property that the Lord has given to us
here at Woodlands.
Nature is something that connects many of
us here in central Wisconsin, and we wanted
our logo to represent and connect with our
community as a whole – both those who know
Jesus and those who do not yet know Him.
The rough paint strokes that our logo is
comprised of represent authenticity. We are
all in progress and not one of us is perfect.
We want people to feel the freedom to bring
their questions, doubts and struggles here and
feel authentic, Christ-centered community
surrounding them.
A reminder that we all need, almost daily is to take our eyes off of ourselves and
look towards God. Our heart as a church is to fix our eyes on Jesus as individu-
als, and help other people do the same. The logo is meant to be a visible repre-
sentation of this reality. The series of upward arrows are meant to be a simple
reminder to look upward and keep our eyes fixed on God.
rough stroke
tree-like
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message behind the mark
CONTINUED

10. 8 LOGO
GUIDE
PRIMARY LOGO
SECONDARY LOGO
SIMPLE LOGO
Black logos should only be used if print process limits use of color.
Primary
Primary logos should be
used by default in either
Pine or White depending on
background.
Secondary
Secondary logos should be
used on mail, letterhead, and
other documents when
vertical height is not available.
Simple
Simple logos should be used
for favicons, app icons, or in
all other cases when the min-
imum logo size is > 0.5 inch.
Choose either Pine or White
depending on which provides
greater contrast on back-
ground. In most all cases,
choose white on photos.

11. 9 LOGO GUIDE CONTINUED
Welcomes you
.25 in
.25 in
.25 in
.25 in
.25 in
.25 in
.25 in
.25 in
min 1.75”
or 125 px
min 1.5”
or 110 px
Minimum margin + width
A minimum of .25” margin should be used between logo and other
objects including distance from document edge.
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Logos should follow the minimum measurements below.

12. 10 LOGO
MISUSE
Shapes and symbols
shouldn’t be placed in
close proximity to the
logo.
Other logos and icons
(Woodlands or
external) shouldn’t
be placed in close
proximity to the logo.
The logo shouldn’t be
compressed, stretched,
rotated or transformed
in any other way from
its original form.
The logo must be used
in brand specific colors
and its strokes cannot
be changed to a
heavier or lighter
weight.
The colored logo
cannot be used on
gradient colored back-
grounds. The white
logo may be available
in certain cases for this.
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13. 11 MINISTRY LOGOS
YOUTH
KIDS
MISSIONS
ADULTS
- Kids Crossing
- Sunday Kids
- VBS & Camp Zip
- Nursery
- Centershot
- The Parent’s Summit
- MOPS
- Foster Friends
- Serve Kids
- Hooked for Life
- Local Outreach
- Global Outreach
- Reality Check
- Edge
- Church U
- Rent a Student
- Spring is Coming Cookout
- GroupLife
- Care & Support
- College Age
- Men
- Women

14. 12 MINISTRY LOGOS EXAMPLE
KIDS
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15. 13 TYPOGRAPHY
heading 1 - Big John
AaBbCcDdEeFfGgHhIiJjKkLlMmN-
nOoPpQqRrSsTtUuVvWwXxYyZz
0123456789
Accent text - Northwell Alt
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsT-
tUuVvWwXxYyZz
0123456789
Heading 2 - Open Sans
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoP-
pQqRrSsTtUuVvWwXxYyZz
0123456789
Body - Open Sans
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoP-
pQqRrSsTtUuVvWwXxYyZz
0123456789
OUR MISSION
We’re glad you’re here
INTERESTED IN SIGNING UP?
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam vel
nulla purus. Vestibulum sollicitudin in nibh id rhoncus. Praesent
mattis dapibus lorem, id commodo ante sagittis sed.
Use on short headlines only
Don’t use on multiple lines.
Use on subheadings
Use on body text
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16. These colors should be used most often and be
the color statement for external communication.
These colors support both the primary and secondary
palettes and are used often to add texture, contrast, etc.
These colors add warmth to our brand and can be
used more frequently with internal communcation or
in very small doses next to the primary greens.
#296656
#EAEADC #FFFFFF #000000 #ABAFA5
#81A61D
#BA661D #3C2A2C #9A7C40 #D4A549
75% 75%
50% 50%
80% usage 20% usage
Pine Leaf
Sand White Black Fog
Spice
Coffee
Bean
Acorn Honey
PRIMARY COLORS NEUTRAL COLORS
SECONDARY COLORS
COLORS
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17. IMAGERY
15
Images used should have an element of warmth, people and
connections or speak to the nature around Central Wisconsin
and the coffee shop meets cabin look and feel. Photos should
feel lifestyle – not staged or cliche.
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18. GRAPHICS
16
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19. 17 TONE OF
VOICE
Our voice powerfully communicates who we are. It’s our
personality combined with our tone, to create a unified message.
FRIENDLY. CONVERSATIONAL.
INVITING.
PERSONALITY
- Warm
- Friendly
- Inviting
- Christ-centered
- Grace-filled
- Supportive
- Family-oriented
- Genuine/authentic
- Humble
- Intentional
- People-focused
- Attractive
TONE
- Conversational
- Relevant
- Positive
- Clear
- Simple
- Welcoming
- Accurate
- Practical
- Relaxed
- Down-to-earth
- Hopeful
- Grateful
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20. 18 BRAND
EXECUTION
WHAT DOES BRAND AFFECT?
- Woodlands website
- Facebook
- App
- Bulletin
- Church letterhead
- Monthly newsletter
- Building look & feel
- Every Ministry
- Building signage
- Graphics for events
- Graphics for screens
- E-mail signatures
- Various print materials
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21. 19 Brand
EXECUTION
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EXAMPLES

22. 20 Questions
ABOuT BRAND?
CONTACT
Lindsey Nelson
Director of Communications
lnelson@woodlandschurch.org
715.341.0800 ext. 115
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