BRANDING STYLE GUIDE
OUR MISSION AND VISION
COMMUNICATING THE
FIRST CHURCH BRAND
The First Church brand message and
attributes are carried through all
mediums of communications through
the intelligent use of color,
typography, photography, and other
First Church brand elements. Proper
usage is important to ensure the
quality of the experience of every
First Church member and attender.
The brand elements include: The First
Church logo, the First Church cross,
color fields and bars, typefaces, and
line art.
Our brand strategy is made up of a
vision that comes to life through our
brand essence, positioning statement
and image attributes, which define
how we live, behave and
communicate every day with our
community.
First Church Cross Icon
FIRST CHURCH BRANDING STYLE GUIDE
LOVING GOD. LOVING OTHERS. SERVING THE WORLD.
LOVING GOD • As individuals and as a larger church
body, we strive to love God with our heart, soul, mind and
strength, as commanded by Jesus in Mark 12:30. We
express this love for God in a variety of ways, from
corporate worship and prayer to individual acts of
obedience and service.
LOVING OTHERS • While God calls us to personal
obedience, we believe the deepest Christian life is one
lived in community with others. By sharing our lives with
those around us, we bear each other’s burdens, celebrate
each other’s successes, and hold each other
accountable.
SERVING THE WORLD • The second part of Jesus’
“Great Commandment” in Mark 12 is to “love your
neighbor as yourself.” At First Church, we place great
emphasis on the value of service and humility. As we
have been given undeserved grace, so we also strive to
show that same grace and mercy to others—both inside
and outside our walls—by serving them in the name of
Christ.
OUR IMAGE ATTRIBUTES
CONTEMPORARY MODERN URBAN MISSIONAL
When we write, when we present to our community or
congregation and when we interact with individuals, our
image attributes guide our tone of voice and our actions.
As we go forward, we want our personality and the way
we work to be succinctly summarized in four words:
contemporary, modern, urban, and missional.
Loving God. Loving Others. Serving the world.
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LOGO STANDARDS

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 FIRST CHURCH LOGO STANDARDS

The following symbol has been developed for First CHurch. There are three configurations of the First Church logo:
—one with a SQUARED orientation, and another with a LONG LEFT JUSTIFIED orientation. Either version may be
used. Use your best discretion on which orientation will look best in your document.
To maintain consistency, proportions must not be altered.

STANDARD ONE
Loving God. Loving Others. Serving the world.

STANDARD TWO

UNACCEPTABLE USE

• Condensing, extending, skewing, distorting,

manipulating, modifying, or redrawing the logo in any way
• Printing the logo in a screen or texture
• Printing type or other elements inside the logo
• Altering the proportional relationships or the verical and
horizontal alignment of the elements of the logo
• Placing the logo over areas of imagery where the logo is
not clearly defined

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 COLOR STANDARDS

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 FIRST CHURCH COLOR STANDARDS

Standardizing a strong color palette will enhance the impact of the First Church brand. Used consistently over time,
colors become associated with organizations. Consistent use of the First Church color palette will make our church
more recognizable and uniform. It provides a strong visual link across a wide range of applications.

TERTIARY
COLOR
PALETTE
The tertiary color
palette should be used
to provide an accent
or to add a highlight.
Avoid using these
colors as the dominant
color field. In most
communications the
green primary color
should dominate.

DARK GREEN

MUTED YELLOW

NEARLY AQUA

SUMMER BROWN

BURNT LIGHT CHARCOAL LEAFY

ORANGE GRAY GRAY GREEN

PMS: 1655c PMS: 7541c PMS: 11c PMS: 377c

HEX: ff5113 HEX: e5e5e5 HEX: 4b4b4b HEX: 92ae34

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 TYPEFACE STANDARDS

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 FIRST CHURCH TYPEFACE STANDARDS

When used carefully and consistently, typography can be a powerful tool that can help us to create a constant and
credible brand style. Helvetica Neue has been chosen for most applications because it is modern, simple and
readable. For simplicity and ease of use, we only use select weights of Helvetica Neue.

For internal word-processed communications, presentations and web sites, Arial, may be substituted. No other
typefaces, no matter how similar they appear, may be used.

PRIMARY TYPEFACE
Helvetica Nue
HELVETICA NEUE LIGHT HELVETICA NEUE LIGHT ITALIC
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKMLNOPQRSTUVWXYZ ABCDEFGHIJKMLNOPQRSTUVWXYZ
1234567890$%&(.,: ‘’ “ ”/ !?) 1234567890$%&(.,: ‘’ “ ”/ !?)

HELVETICA NEUE REGULAR HELVETICA NEUE REGULAR ITALIC

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKMLNOPQRSTUVWXYZ ABCDEFGHIJKMLNOPQRSTUVWXYZ
1234567890$%&(.,: ‘’ “ ”/ !?) 1234567890$%&(.,: ‘’ “ ”/ !?)

HELVETICA NEUE BOLD HELVETICA NEUE BOLD ITALIC

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKMLNOPQRSTUVWXYZ ABCDEFGHIJKMLNOPQRSTUVWXYZ
1234567890$%&(.,: ‘’ “ ”/ !?) 1234567890$%&(.,: ‘’ “ ”/ !?)

SECONDARY TYPEFACE
Arial
ARIAL ARIAL ITALIC
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKMLNOPQRSTUVWXYZ ABCDEFGHIJKMLNOPQRSTUVWXYZ
1234567890$%&(.,: ‘’ “ ”/ !?) 1234567890$%&(.,: ‘’ “ ”/ !?)

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STATIONARY STANDARDS

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 STATIONARY
STANDARDS

Letters should
always be typed in
11 pt Times New
Roman on standard,
preprinted First
Church letterhead,
using standard
margins and
headers.

Refer to the Logo

Standards for best
practices regarding
proper placement of
logo on stationary
pieces.

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WEBSITE STANDARDS

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 WEBSITE STANDARDS
First Church’s Web Design Standards were developed to ensure that the church has a consistent - and consistently
positive - web presence, internally and externally. These standards support the church’s brand strategy and require
that all First Church web pages (internal and external) adopt a common and consistent look and feel. All First
Church’s sites will also use common and intuitive web navigation tools that will make it easier for visitors to locate
information about First Church and its ministries. For all standard text the web typeface for First Church is
Tahoma. Only variations in size and colors within the pallete are acceptable

WEB TYPEFACE
Tahoma
TAHOMA TAHOMA BOLD
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKMLNOPQRSTUVWXYZ ABCDEFGHIJKMLNOPQRSTUVWXYZ
1234567890$%&(.,: ‘’ “ ”/ !?) 1234567890$%&(.,: ‘’ “ ”/ !?)

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 Loving God. Loving Others. Serving the world.

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