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Church
Visual Identity
Guidelines
Contents
Introduction 1
A Symbol of Our Faith 2
Type Signatures 4
Logo Formats 5
Logo as Primary Identification 6
Logo as Secondary Identification 7
Logo and Address Information 8
Logo and Address Applications 9
Logo Tolerances 10
Typefaces 11
Colour and Materials 12
Incorrect Use 14
Stationery for Church Agencies 15
Forms for Church Agencies 16
Stationery for Congregations 17
Publication Formats 18
Signage 20
Congregational Applications 22
Other Applications 23
Where To Go for Help 24
Introduction
We are pleased to share with you this booklet of visual identity guidelines for the new
Mennonite Church. The Joint General Board Executive Committee of the Mennonite
Church, General Conference Mennonite Church and Conference of Mennonites in Canada
approved this symbol to represent the new church in February 1999.
The simple, green drawing of a dove carrying an olive branch reflects Jesus’
baptism and his life and ministry; the Holy Spirit; biblical history; and the mission and
Mennonite values of the new Mennonite Church.
Church
When the new visual image was being considered by the Joint General Board,
former CMC general secretary Helmut Harder may have summed it up best when he said
the image suggests to him the biblical pilgrimage, with references to past, present and
future. “A strength of the image is that it ‘touches down’ at a number of places in our
salvation history,” he said.
Designer Glenn Fretz, Waterloo, Ont., created the image with help from designers
Judith Rempel Smucker, Akron, Pa., and Ron Tinsley, Philadelphia, Pa. Fretz said that
creating a symbol and visual identity system for the new Mennonite Church was the most
challenging assignment of his career. “It is quite a privilege to be given the task of trying to
represent the spiritual heart and soul of a people,” he said.
In January 1998, a communications task force of the Integration Committee
identified two projects requiring immediate attention—conducting a constituent
survey and developing a visual identity system for the new church. The results of the
Parkwood Constituent Survey provided the foundation for the new visual identity.
Ruth Suter, IC liaison with the communications task force, said that objectives for
the new visual image were established at the outset. The task force agreed that the image
should bring programs and people together, project the core values of the new church, be
easily adaptable, serve as a visible symbol, position the Mennonite Church as distinct within
the larger Christian movement, fit Mennonite sensibilities, stand the test of time, and meet
necessary technical requirements.
We believe that as Mennonite Church Canada and Mennonite Church USA
continue to develop as partner church bodies, this new image can serve to remind us of
our oneness in Christ and encourage us in our desire to be a new Mennonite Church
faithful to God’s call for us.
We hope that you will find these guidelines clear and thorough. As questions
surface, please direct them to us as indicated on the final page of this booklet.
Ron Byler
Dave Linscheid
Aiden Schlichting Enns
Time after time, the Spirit in the form of a dove The symbol is graphically simple so it will function in Use only the approved artwork for the symbol. Do not
announces the coming of God to us. As Mennonites, all media: electronic, print, on-screen and display. The attempt to redraw or redesign the symbol. Artwork is
we recognize the centrality of Christ as proclaimed in design works in both large and small scales. available in both digital and photographic formats.
Scripture, revealed through the Holy Spirit, and Digital EPS files and reproduction proofs of the symbol
discerned in Christian community. The new symbol, Proper use of the symbol is the cornerstone of the can be obtained by contacting the Mennonite Church.
which has been specially designed for the Mennonite visual identity system. By following the guidelines
Church, reflects these basic tenets. outlined in this booklet, the consistent application of
the symbol will be ensured.
Specially designed 1
variations of the MC
symbol are available for
specific applications.
3. An outline version is
available for stitching,
quilt patch and other
cutout applications.
4. A bit-mapped version is 4
useful for craft
applications such as
needlepoint and cross-
stitch.
Minimum size of
reproduction
3/8”
There are several groups that will use the Mennonite Type signatures that need to be created for a specific
Church symbol. The binational and national agency or congregation should be done only by a
organizations and their agencies need to be identified qualified printer or graphic designer who has access
as well as conferences and congregations. These to a computer and the official typefaces.
groups are identified by a unique type signature.
To ensure consistency, it is important that type
signatures be set in the same typeface with the same
letterspacing and leading characteristics.
Mennonite
Mennonite Church Type Signature Settings:
Binational Frutiger Condensed
Bold Type Size: 24 pt
For general identification
of the Mennonite Church
in North America.
Church Leading: 22 pt
Letterspacing: +25/1000 em
Typefaces: Frutiger Cond.
Weights: Bold and Light
Mennonite Church
Agencies Mennonite
For specific Mennonite
Church agency
identification in North
Church
America. This format also Empty line space
applies to national
Board of
identities where the
“Canada” or ”USA”
signature is used.
Ministries
For independently
identified agencies of the
An agency Iowa-Nebraska A congregation Waterloo
Mennonite Church, of the Conference of the North
conferences and Mennonite of the Mennonite Mennonite
congregations.
Church Mennonite Church Church
Church
The logo is a combination of the Mennonite Church Except in special circumstances described elsewhere
symbol and one of the group type signatures creating a in this booklet, the symbol should not appear without
unique identifying mark. There are two official formats the “Mennonite Church” type signature.
for the Mennonite Church logo: primary (horizontal)
and secondary (vertical). The primary format should Two logo sizes are used for most applications: 1” and
be used most often. 3/4”. The size is based on the height of the symbol.
Primary Format
Mennonite
Church
Secondary Format
Mennonite
Church
In addition to the binational and national should be based on that particular agency’s generic
organizations, Mennonite Church agencies and work (e.g. Missions, Media Services, Urban Ministries,
institutions are encouraged to use the Mennonite etc.). To avoid repetition, don’t use the word
Church logo as their primary identification. A “Mennonite” in these descriptions.
description of the agency is added to the logo as
shown below. When developing an agency name, it
Binational Logo
for North America
without and with an
agency description.
1” Symbol
with address information
set in 8/9 ITC Garamond
Book Condensed Mennonite
Church
3456 West Street
Anywhere, ST 10001
T: 555-555-1212 ITC Garamond
F: 555-555-1212 Book Condensed
E: menn@aol.com
W: www.mc.org
align
1” Symbol
with address information
set in 8/9 ITC Garamond
Book Condensed Mennonite Mennonite
Church Church
Canada
3456 West Street
Board of
Anywhere, PR N2G 3O1 Ministries
T: 555-555-1212
F: 555-555-1212 3456 West Street 3456 West Street
E: menn@aol.com Anywhere, ST 10001 Anywhere, PR N2G 3O1
W: www.mc.org T: 555-555-1212 T: 555-555-1212
F: 555-555-1212 F: 555-555-1212
E: menn@aol.com E: menn@aol.com
W: www.mc.org W: www.mc.org
1” Symbol
with address information
set in 8/9 ITC Garamond
Book Condensed
Mennonite
Church
USA
3456 West Street
Anywhere, ST 10001
T: 555-555-1212
F: 555-555-1212
E: menn@aol.com
W: www.mc.org
Large publication format essential for promoting the organization as a whole. Graphic standards must be developed so planned manner. The consistent application of a
(8.5”x 11”) using whole. Graphic standards must be developed so that communications pieces are produced in a visual identity has many advantages.
horizontal logo format
with two addresses.
Mennonite Mennonite
Church Church
Canada
3456 West Street 3456 West Street
Anywhere, ST 10001 Anywhere, PR N2G 3O1
T: 555-555-1212 T: 555-555-1212
F: 555-555-1212 F: 555-555-1212
W: www.mc.org W: www.mc.org
Small publication format The Mennonite Church is a fellowship of planned manner. The consistent application of
(8.5”x 11”) using vertical congregations with many programs. A obvious one is identification/visibility in the mind
logo format with one consistent, coordinated visual identity is of the public.factor and a bond of trust among
address.
essential for promoting the organization as a the constituency will result from a coordinated
whole. Graphic standards must be developed so and focused program. Please contact me by
that communications pieces are produced in a phone: 555-666-1212m, fax: 555-666-1221 or Mennonite
planned manner. The consistent application of a e-mail: dl@mc.com. Church
visual identity has many advantages. The most USA
obvious one is identification/visibility in the 3456 West Street
Anywhere, PR V3W 1E3
T: 555-555-1212
F: 555-555-1212
E: menn@aol.com
W: www.mc.org
Small publication format and focused program. Please contact me by phone: and focused program. Please contact me by phone:
(8.5”x 11”) using 555-666-1212m, fax: 555-666-1221 or e-mail: 555-666-1212m, fax: 555-666-1221 or e-mail:
horizontal logo format dl@mc.com. dl@mc.com.
with two addresses.
To ensure that the Mennonite Church logo is In addition, a reserved space must be maintained
sufficiently prominent at any size, all typographic and around the logo into which no other elements may be
other graphic elements should remain clear. When placed.
positioning the type signature next to the symbol, a
minimum distance must be maintained between the
elements.
Provide a minimum
space between the type
signature and symbol
equal to the height of
the lower-case letters
(x). Align as shown.
align
Provide a minimum
space between the
extremities of the logo
and any other adjacent
elements in the layout
(type, illustrations,
photos, etc.).
The official typefaces for the Mennonite Church are For word-processing applications, alternatives such as
Frutiger Condensed (characterized as a sans serif Helvetica and Times or Arial and English may be used.
face) and ITC Garamond Condensed (a serif face). These are included in both PC and Macintosh
These faces were chosen because both are highly computer operating systems.
legible and versatile. If you don’t have them in your
type library, they are available from Adobe Systems on
their website: www.adobe.com/type.
Mennonite
Church
Mennonite
Church
Mennonite
Church
Mennonite
Church
Mennonite Mennonite
Church Church
Symbol crafted in
needlepoint or quilt
applique. Patterns are
available on request.
Mennonite
Church
Thank you for your questions regarding the Mennonite Church Sunday School materials.
Enclosed is a brochure giving you further information. I would encourage you or a
member of your congregation to visit the resource centre at 600 Shaftesbury Boulevard.
Staff there will be happy to direct you to further educational materials. J. Thiessen
7/8” Executive Secretary
God bless you as you find the right resources for your Church congregation.
5/8”
Mennonite 3456 West Road
Church Anywhere, ST 67103
Sincerely Mennonite 3456 Bearinger Road T: 555-555-1212
Church Anywhere, ST 35687 F: 555-555-1212
Commission H: 555-555-1212
on Overseas E: thiessen@mennchurch.com
Commission Mission
on Overseas
Mission 1” 1”
Business Card
Cheryl Bondar1.25” 1.25”
Encl. 1/2”
Envelope
Label
Letterhead
Symbol for new Mennonite Church communicates Jesus' life and ministry
The simple, green drawing of a dove carrying an olive branch reflects Jesus' baptism, life
and ministry; the Holy Spirit; biblical history; and the mission and values of the new 1/8”
Mennonite Church.
1”
CMC general secretary Helmut Harder said the image suggests to him the biblical Fax 3/4” 1”
pilgrimage, with reference to past, present and future. "A strength of the image is that it
'touches down' at a number of places in our salvation history," he said.
Mennonite 3456 Bearinger Road
Anywhere, ST 10001
Church T: 555-555-1212
The image brings to mind theUSA
biblical themes of hope and creation, the vision of the F: 555-555-1212
E: mennchurch@aol.com
prophets for a peaceable kingdom, Jesus' baptism and Pentecost, and the Anabaptist
vision of peace and renewal. It points us to God and the Holy Spirit, inviting us to move
forward with Christ and encouraging us to aspire to a new heaven and new earth, Harder
1.5” 1” 1.5”
said. 1.5”
Date:••
Designer Glenn Fretz, Waterloo, June
Ont., created the3,image
1999 with help from a team of
To: •• Smucker,
designers, including Judith Rempel Mennonite
Akron Pa.,Church Agency
and Ron Staff
Tinsley, Philadelphia,
Pa. From:•• Dave Linscheid, Communications
Subject:•
and visualThe Value of Graphics
for the Standards
Fretz said that creating a symbol identity system new Mennonite
Church was the most challenging assignment of his career. "It is quite a privilege to be
Memo
given the task of trying to represent the spiritual heart and soul of a people," he said.
Mennonite
The Mennonite Church is a fellowship of congregations with many programs. A 3456 Bearinger Road
Anywhere, PR W3B 1J7
In January 1998, the Integration Church
consistent, coordinated
Committee visual identity
communications is essential
task force for promoting
identified two the organization as a
T: 555-555-1212
F: 555-555-1212
projects requiring immediatewhole. Graphic
attention: standards
conducting must be developed
a constituent survey and sodeveloping
that communications
a pieces are produced
E: mennchurch@aol.com
in a planned manner. The consistent application
visual identity system for the new church. Results of the Parkwood Constituent Survey of a visual identity has many advantages.
were presented to the IC andThe mostBoards
General obviouslast onespring
is identification/visibility
and have served as the in the mind of the public. A high
foundation for the developmentrecognition factor
of the new andidentity.
visual a bond of trust among the constituency will result from a
• coordinated and focused program whereby printed materials reflect unity, simplicity and
--more-- clarity. Date:•• June 3, 1999
To: •• Mennonite Church Agency Staff
The purpose of this manual
From:•• Jamesis Wright,
to provide tools for such graphic consistency, while still
Communications
l i f i i hf l f h l ill h l h l
Letterhead
Symbol Size: 1”
Address: 8/9 ITC
1” 1”
Garamond Book Cond fl
Envelope
3456 Bearinger Road Symbol Size: 3/4”
Waterloo Anywhere, PR W3B 1J7
North T: 555-555-1212
Address: 8/9 ITC
2.5” Garamond Book Cond fl
Mennonite F: 555-555-1212
W: www.mennonites.com
Church Business card
Symbol Size: 3/4”
Address and title:
1.5” 1.5” 7.5/8.5 ITC Garamond
Book Cond fl
June 1, 1999 Name: 8/9 Frutiger Bold
Cond fl
J. D. Kauffman, Pastor
Valleyview Mennonite Church
Winnipeg, MB R3T 2C8
1” 1”
Sincerely Waterloo 3456 Bearinger Road
North Anywhere, PR W3B 1J71
Mennonite Business Card
Church
J. D. Kauffman, Pastor
Valleyview Mennonite Church
Winnipeg, MB
R3T 2C8
Envelope
Letterhead
To assist with the consistent presentation of the Each format employs a grid to help organize and
Mennonite Church identity in print, two publication define the space. These grids are shown below. Within
formats have been developed. The large format is a the grid there is provision for a variety of column
standard 8.5”x 11” size and may be used for widths and layout possibilities. The thumbnails
newsletters and reports. The small format is a standard indicate layout variations that are possible within each
3.75”x 8.5” size and is used for brochures. It is most publication format grid.
often derived from an 8.5”x 11” sheet size and folded
twice to create a typical brochure.
1/2”
1/2”
6 columns
1”
3 columns
2 columns
1/2”
1/2”
6/3 column format 6 column format
1”
1”
1/4”
2 columns
1 column format
1 columns
1/2”
Large Format:
8.5”x 11”
1/2 column format
1/2”
Small Format:
3.75”x 8.5”
Newsletter
Newsletter s
Mennonite A bimonthly newsletter for
This i
pastors and conference leaders
on
my S
Church
September 1999
whom
; with
In Support of Sunday
School Teachers
Graphic standards must be developed so
c provide tools for such graphic
The purpose of this manual is to provide
tools for such graphic consistency, while I love
consistency, while still leaving room for still leaving room for creativeness. Faithful
am
Him I
creativeness. Faithful use of these tools will use of these tools will help channel
The Mennonite Church is a fellowship of help channel communication ideas in the communication ideas in the midst of a
congregations with many programs. A midst of a media-saturated society. media-saturated society.
consistent, coordinated visual identity is
essential for promoting the organization as
a whole. Graphic standards must be
If you have any questions related to general
identity isssues or specific applications,
If you have any questions related to
general identity isssues or specific well
developed so that communications pieces
Mennonite
please contact me by phone: 555-666- applications, please contact me by phone:
ed
pleas
are produced in a planned manner. The 1212m, fax: 555-666-1221 or e-mail: 555-666-1212m, fax: 555-666-1221 or e-
consistent application of a visual identity dl@mc.com. mail: dl@mc.
has many advantages. The most obvious
one is identification/visibility in the mind
Church Graphic standards must be developed so
c provide tools for such graphic Matt
hew 3:1
7
Ministries
mail: dl@mc.com.Graphic standards must
be developed so c provide tools for
such graphic consistency, while still
leaving room for creativeness. Faithful use
in the Faith
of these tools will help channel
Community
communication ideas in the midst of a
media-saturated society.
e
nonit
If you have any questions related to Men rch
general identity isssues or specific Chu
applications, please contact me by phone:
555-666-1212m, fax: 555-666-1221 or e-
mail: dl@mc.com. are produced in a
planned manner. The consistent application
of a visual identity has many advantages.
The most obvious one is Bulletin Cover
Mennonite
Church
Mennonite
Church
inclusiveness
Report Cover
Brochure
Signs can create a strong visual link with other print If in doubt about what is appropriate, check with an
and media applications. Even though church buildings architect, graphic designer or the Mennonite Church
are physically different, by using this system, a office.
consistent look and feel can be established and
maintained for Mennonite churches and church offices
throughout North America.
All signs are designed on a The sign shape will be The green background
modular grid of squares. determined by either: may be extended
The first module contains 1. multiplying the module horizontally or vertically
the symbol which is sized or to create a feature as
and positioned within the 2. superimposing the shown in the examples on
5x
square as shown. module onto an existing the opposite page. When
sign. deciding a sign shape,
The symbol module must simple ratios are best, e.g.
always be green and 1:1, 1:2, 1:4, etc.
appear in the upper left
corner of the sign. Symbol Module
Modular Grid
Single-line Layout
Multiple-line Layout
If the words
“Mennonite Church”
are not included in the
name of the First line
congregation, the
complete name is set in
Second line Frutiger Condensed Light
bold. Mennonite Frutiger Condensed Bold
Church
Trailblazers
Mennonite Mennonite
Church Church
of Mennonite
12”
Wall-mounted Identification
Waterloo First
Mennonite 18”
North Church
Mennonite of
Church Middlebury
Mennonite
Church
USA
Main Identification
Post-mounted Identification
Mishler Auditorium
Church Office
Washrooms
Directional
Three-dimensional wood
cutout, fabric banners,
cross-stitch and quilt
applique.
My
peace
I give
to you
Wood Plaque
Hanging Banners
Church Interior
Mennonite
Church
T-shirts
Mennonite
Church
Canada
Buttons
Mennonite
Church
Mennonite
Church
Mugs
J. Ron Byler
421 S. Second Street, Suite 600
Elkhart, IN 46516-3243
T: 219-294-7131
F: 219-293-3977
E: rbyler@juno.com
Mennonite
Church
08/99/100/GFL/MP
24 Mennonite Church Visual Identity Guidelines
Mennonite
Church