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Visual Identity Guide DECEMBER 2011 Vale Church’s logo should be used in all congregational and external communications. The logo usage logo mark (the dot design) and the logotype (the words) should never be used in ways outside of what is shown in this visual identity guide. Below is the full, three- logo mark. Make sure to always leave space around the logo to avoid crowding, so that it can be viewed properly. Also shown below are different layout variations of the logo as saved in the logo files: The tagline may appear with the logo mark and no church name, and the church name may appear with the logo mark and no tagline.

FULL LOGO

LOGO MARK + TAG LOGO MARK + NAME

p 2 Vale Church | Visual Identity Guide There are different layout versions of the Vale Church logo saved in the files. Shown here logo usage are versions of the logo mark alone, the church name alone and the tag alone. These separate components of the full logo should be used for strategic purposes such as stirring conversation, etc. For example, in pieces like t-shirts or coffee mugs, the logo mark may be alone on the front and the church name or tag on the back, etc.

MARK ALONE NAME ALONE

TAG ALONE

p 3 Vale Church | Visual Identity Guide There are alternate color versions of the logo: (PMS) color, CMYK color, , logo usage & white and reverse files exist of all the different versions of the logo shown on page two and three. The PMS versions should only be used in professional , and the CMYK should be used for all other . The grayscale version of the logo should be used when a printer is not capable of printing color, but can print grayscale. The black & white version of the logo should be used for printing, or if the color version will not show up on a background. The reversed version of the logo should be used when the color version will not show up on a background, or if the background is too busy.

GRAYSCALE BLACK & WHITE

REVERSE

p 4 Vale Church | Visual Identity Guide For certain situations when the vertical lock-up of the logo will not work, there are secondary secondary lock-up horizontal lock-ups available. The vertical lock-up is the primary logo and should be used the most—only use the horizontal lock-up when it absolutely has to be.In order to establish a strong, consistent brand, the horizontal lock-up should only be used sparingly when the primary vertical lock-up will not fit into the given layout.

HORIZONTAL LOCK-UP - COLOR HORIZONTAL LOCK-UP - GRAYSCALE

HORIZONTAL LOCK-UP - BLACK & WHITE HORIZONTAL LOCK-UP - REVERSE

p 5 Vale Church | Visual Identity Guide Please do not attempt to scan, reproportion, reconstruct or modify the logo in any way. Below incorrect logo usage are several examples of incorrect logo usage.

1. Do not stretch the logo vertically. 2. Do not stretch the logo horizontally. 3. Do not rearrange any of the logo parts/pieces in ways outside of the standards given in this document. 4. Do not modify any lettering or typeface in the logotype. 5. Do not “stylize” the logo with added effects. 6. Do not recolor the logo.

1. 2. 3.

4. 5. 6.

VALECHURCH

p 6 Vale Church | Visual Identity Guide The Vale Church color has been selected to reflect the personality of the brand—it is warm, vibrant, passionate and energetic. Consistent usage of the Vale Church color palette is an important part of building brand consistency with the logo mark, logo type and the overall identity. The primary colors shown below are the three used in the logo. The secondary may be used in communication pieces in addition to the primary colors. The PMS colors should only be used for professional, offset printing. The CMYK formulas are for non-professional color and digital printing, and the RGB and WEB formulas are for use in web design and electronic media.

PRIMARY COLORS

PANTONE 1797 C PANTONE Warm C PANTONE 151 C CMYK 2 97 85 7 CMYK 0 83 80 0 CMYK 0 60 100 0 RGB 203 51 59 RGB 249 66 58 RGB 255 130 0 WEB CB333B WEB F9423A WEB FF8200

SECONDARY COLORS

PANTONE Warm Gray 4 C PANTONE Warm Gray 11 C PANTONE 340 C PANTONE 308 C PANTONE 261 C CMYK 11 13 15 27 CMYK 26 36 38 68 CMYK 99 0 84 0 CMYK 100 18 8 50 CMYK 62 100 9 44 RGB 182 173 165 RGB 110 98 89 RGB 0 150 94 RGB 0 88 124 RGB 93 40 95 WEB B6ADA5 WEB 6E6259 WEB 00965E WEB 00587C WEB 5D285F

p 7 Vale Church | Visual Identity Guide The use of recognizable, signature typefaces further ensures consistency within an typeface usage organization or brand. Using the following typefaces will help build a familiarity with anyone coming into contact with Vale Church.

The logo uses the typefaces Interstate Regular and Interstate Extra . For all external communication and design pieces Interstate (in its different weights) should be used for headlines and subheads, and the typeface Georgia should be used for body content. This parameter keeps the logo typeface distinct and prevents it from being overused. If these typefaces are not currently owned by Vale Church, they will have to be purchased online at myfonts.com. Below are guidelines for body content hierarchy.

Interstate Georgia AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz Aa 1234567890!@#$%^&*() Aa 1234567890!@#$%^&*()

Headlines Upper & Lowercase - Interstate Bold - 18 pt. SUBHEADS ALL UPPERCASE - Interstate Regular - 14 pt.

Body Text Upper & Lowercase - Georgia - 10 pt.

p 8 Vale Church | Visual Identity Guide These logos were created for Vale Church by Fishhook. email: [email protected] web: fishhook.us phone: 317.571.FISH {3474} twitter: @FishhookHQ

10609 North Park Avenue, Indianapolis, Indiana 46280