Alpha | Brand and Usage Guidelines | June 2017 1

Alpha Brand and Usage Guidelines

Alpha Invitation 17–18 // Alpha Film Series // Alpha Youth Series

One Alpha, Many Contexts.Wherever you are in the world, a person’s experience of Alpha’s brand should be the same.

Alpha has one single identity visually represented by a question mark logo. When we apply the branding consistently, there is less confusion and more recognition.

This document includes usage guidelines for our 2017/18 invitation resources as well as the promotional material of our Alpha products. Feel free to use this as a guide for how to best adapt them for your contexts.

What is my role if I use the Alpha branding?

We consider anyone using the Alpha brand identity to be a brand guardian, responsible for protecting the integrity of Alpha through brand application, as laid out in these guidelines.

Please contact your National Alpha Office with any questions you might have about our branding: alpha.org/global

Alpha | Brand and Usage Guidelines | June 2017 2

THE ALPHA LOGO & LOGO ISOLATION AREA

The Alpha logo brings to life our central brand-positioning statement:

Everyone carries a unique question.This is why the Alpha logo is a question mark with the word Alpha in the dot.

The Alpha logo should always be surrounded by a minimum of a dot’s width of space.

This area is a minimum and should be increased wherever possible.

The area of isolation ensures that no text or other visual elements encroach on the logo.

Other logo Other logo

The logo colour is red.

If we are to build strong recognition of the Alpha logo around the world, we recommend the use of the same red wherever possible.

We recommend setting the red to 95 per cent opacity when applied over images.

Print

Coated paper Pantone 485 C

CMYK C0 M95 Y100 K0

Screen

RGB R228 G35 B18

HEX# e42312

LOGO COLOUR

Alpha | Brand and Usage Guidelines | June 2017 3

LOGO DON’TS

Here are some good examples of how not to use the Alpha logo:

The Alpha logo is one single colour, not multi-colour or patterned.

The Alpha logo does not join with other words to create a sub-logo.

The Alpha logo is not the Alpha logo if it is not at a 45° angle or does not follow guidelines on size.

The smallest size logo is no smaller than the word ‘Alpha’ at 6pt.

No other words are permitted in the dot or around the dot.

Do not remove the word ‘Alpha’ from the dot, unless the word ‘Alpha’ will be smaller than 6pt, e.g. when used as your profile picture on Facebook or Twitter.

London

London

THE ALPHA TYPEFACE

The Alpha typeface is ITC Avant Garde Gothic Std.

If you are doing any design work on Alpha assets for your church then please use this typeface.

You can buy it here or download a similar free typeface:

• ITC Avant Garde Gothic Std: https://www.myfonts.com/fonts/itc/avant-garde-gothic/

• Tex Gyre Adventor: https://www.fontsquirrel.com/fonts/tex-gyre-adventor

ITC Avant Garde Gothic Std – Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890,./<>?!@£$%^&*()

ITC Avant Garde Gothic Std – Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890,./<>?!@£$%^&*()

Alpha | Brand and Usage Guidelines | June 2017 4

USAGE GUIDELINES FOR THE ALPHA INVITATION 17/18

The Alpha Invitation 17/18 will be available to run from August 2017 to December 2018. It’s been designed to sit alongside the current invitation featuring Bear Grylls.

Feel free to use these new images alongside the Bear images until 31 December 2017 when all the Bear assets have to be taken down, and on their own through to 2018.

The text on the assets can be edited, so you can translate the taglines and change the URL and course details to that of your church’s Alpha.

We recommend that you use Adobe Acrobat Pro to edit the text.

For more information, contact your National Alpha Office.

Alpha runs here.

Your text hereYour text hereYour text here

Your text hereYour text hereAlpha.org

Alpha runs here.

Your text hereYour text hereYour text here

Your text hereYour text hereAlpha.org

Alpha runs here.

Your text hereYour text hereYour text here

Your text hereYour text hereAlpha.org

Alpha runs here.Insert DayInsert TimeInfo hereInfo here

your.url.here.org

Wave3_8x3_Banner_v4_All.indd 1 08/06/2017 12:07

Alpha runs here.Insert DayInsert TimeInfo hereInfo here

your.url.here.org

Wave3_8x3_Banner_v4_Asia.indd 1 12/06/2017 23:34

Alpha | Brand and Usage Guidelines | June 2017 5

USAGE GUIDELINES FOR THE PROMOTIONAL MATERIAL OF OUR ALPHA PRODUCTS

You can use the Alpha Film Series or the Alpha Youth Series to run any of your Alphas. While the Alpha Film Series is already available on Alpha Builder (alpha.org/run), the Alpha Youth Series will only be available from October 2017. Until then, please feel free to continue using the Alpha Youth Film Series (created in 2013). For more information, visit alpha.org/youth.

Question Mark and Typeface

We have an Alpha question mark specific to both the Alpha Film Series and Alpha Youth Series, which you would use in the same way that you would use any Alpha question mark.

The typeface used for both products is Trade Gothic Bold Condensed No. 20.

Kindly note that this is just the font specific to the logo mock-ups of the Alpha Film Series and the Alpha Youth Series, and isn’t an official Alpha font.

You can buy it here or download a similar free typeface:

• Trade Gothic Bold Condensed No. 20: https://www.myfonts.com/fonts/linotype/trade-gothic/bold-condensed-no-20-63882/

• NHL Colorado: https://www.ffonts.net/NHL-Colorado.font.download

Editing the Promotional Material

Like with the invitation resources, the text on these promotional material (e.g. postcards and posters) can be edited, so you can translate the taglines and change the URL and course details to that of your church’s Alpha.

We recommend that you use Adobe Acrobat Pro to edit the text.

For more information about the Alpha Film Series and the Alpha Youth Series, please visit their specific webpages:

http://alpha.org/alphafilmseries

http://alpha.org/youth

Or contact your National Alpha Office.