Continuation of Pastor’s Vision

Habakkuk 2:2 “And the Lord answered me, and said, Write the vision, and make it plain upon tables, that he

may run that readeth it.”

What is Branding?

“Branding is merely a platform to carry the already established message of the church.“

Purpose of Branding Calvary

• Impact thousands in the Columbus area and around the world.

• Establish Spiritual Authority

• Develop Leaders

• Plant Churches

What are we going to decide on today?• Complete branding is a huge undertaking and there is no way that that we

can accomplish every aspect of it in the time we have tonight tonight. So what we are going to do is start-taking steps by laying the foundation and then build on the foundation in the weeks and months that follow. Today we will tackle the following:

• Revised logo • Umbrella color scheme (primary)• Secondary color scheme• Fonts (if time permits)

Problems and Limitations with Current Logo• The “C” is an unknown Arabic style font that clashes with our

Christian beliefs.

• The shape of the C is not smooth and doesn’t flow correctly. This is because the “C” was modified extensively.

• The thickness of the “C “does not match the rest of the text and as a result there is a disconnect between C and ALVARY.

• The logo has too many fonts.

• “C” Style limited to the established style on building.

Benefits of a simple “C” with icon• Matches the line weight of the rest of the logo.

• Limits the total number of font variations from 6 to 5 which increases brand recognition.

• To maintain unify with the main logotype.• The logo-type appeals to Millennials, while the cursive slogan appeals to

humanity, is inviting and adds personality.• Icon can be used as logo substitution on internal marketing and social

media profiles.• Vibrant colors draw attention from the road• Icons have symbolic meaning (vision) to members and a separate (cross)

meaning to visitors.

Backgrounds

When the city skyline is juxtaposed with the slogan, the image reads as:

“Hey listen up Columbus, you belong here!”

Add a city overlay the background of default slides, billboards and every day marketing material

Branding is 80% Color – Kim Ferguson

Color

Crisp Orange = Friendly, cheerful, expresses confidence, active, fun and youthful.

Sky Blue = Accent Color – Signifies trust, strength and dependability.

Charcoal = Sophisticated

White= Hope and purity

Sand = Appeals to traditions, references the color of the church walls (internal) with our advertising efforts (external).

The secondary colors have been selected for versatility and compatibility with the Calvary Apostolic Church primary color palette. Whenever selecting a single secondary color or many, the primary colors should always be the most prominent.

Tints and ShadesTints: A hue produced by the addition of white

Shades: A hue produced by the addition of black

Font ChoiceGill Sans – Main logotype headline

Reasons:Previously used in the original typeface.Keeping the font due to the sign

Eurostile – Main font used in the Calvary logo.Reasons:

Previously used in the original typeface.Keeping the font due to the sign

Oswald – For Headlines is a similar substitute for the font used on the billboards.

Easy to readSan-serif typeface so it It is an open-source Google font, so there

are no cost to use and can be installed on any machine so there is no excuse for anyone not to stick to the branding.

Open-Sans – for lengthy copy text and sub headlines

Benefits: Easy to readSan-serif typeface so it It is an open-source Google

font, so there are no cost to use and can be installed on any machine so there is no excuse for anyone not to stick to the branding.

Angelina – For slogan and buzzwordsBenefits:

Friendly typefaceOpen-source and free