MOUNTAIN PARK CHURCH

DESIGN &
BRAND GUIDELINES

MOUNTAINPARK.ORG
 TABLE SECTION 1
3 BRAND GUIDELINES
OF
CONTENTS SECTION 2
8 MOUNTAIN PARK CHURCH TYPOGRAPHY

SECTION 3
10 CORPORATE COLOR SYSTEM

SECTION 4
11 ALTERNATE BRAND MARK

SECTION 6
12 CONSISTENCY

SECTION 7
13 COMMUNICATION STANDARDS
SECTION 1 BRAND GUIDELINES

MOUNTAIN PARK CHURCH

BRAND MARK
Every corporate communication from Mountain Park
Church, it’s media and marketing partners, or third
party vendors is an opportunity to express the Mountain
Park Church brand. It’s one more way we can build
relationships and reinforce loyalty.

By using these standards, we create

compelling communications that:

• Build a distinctive and memorable impression.

• Establish a consistent voice.

• Provide practical, relevant and essential information.

• Ensure that core values are the foundation

of every message that carries our name.

The information in this document is based on Mountain

Park Church’s core mission and vision. The visual brand
experience accurately reflects the values of the mission
and vision. Our mission articulates what we need to
accomplish and why we do what we do. Our vision
describes how we see ourselves and how we want
others to see us.

So, take some time and look through this document.

Become familiar with the content. Refer to these
standards on a regular basis—especially in the
beginning. The better you are able to understand the
brand, the easier it is to accurately represent the brand.

3
SECTION 1 BRAND GUIDELINES

WHY Brands create focus and clarity. They refine who we are
and what we represent into a few powerful elements.
IS Brands tell compelling stories that get us noticed.

BRAND Brand components act as a type of shorthand that

IMPORTANT? ensures we are recognized and readily identified by
companies and consumers. Effective communications
can help build our credibility by describing who we
are, differentiate what we can do better than anyone
else, and deliver target audience specific information
about our services. Maybe most importantly—it can
build the outstanding results we plan to achieve.

A strong brand will make people more likely to:

Recognize our individual identity within a

multi-faceted group

Recommend our organization because we have

credibility

Perceive higher quality and value

Realize our strengths, which in turn make the entire

organization stronger

4
SECTION 1 BRAND GUIDELINES

A BRAND &
THE DESIGN
The Mountain Peak is the visual focal point of the Mountain
Park Church brand. It visually conveys a simple yet strong
reminder of God’s vision for Mountain Park Church. The
Mountain icon represents the steadfastness and strength
of a community of people inviting the distracted and
disinterested to realize their role in God’s story.

This guide contains constraints, rules and examples for

maintaining a cohesive identity in all aspects of Mountain
Park's visual communications. Every employee,
intern and volunteer plays a part in ensuring that visuals
produced inhouse (or with an outside vendor) under their
supervision hold fast to these standards. The Com-
munications Team will provide strategic assistance on
any branding applications that are unclear to you. We’re
here to help, and we are passionate about our brand.

5
SECTION 1 BRAND GUIDELINES

MAIN LOGO
MOUNTAIN PARK CHURCH
Our brand is our most valuable asset in visual
communications. It embodies the growth,
openness, personality and forward momentum
intrinsic to who we are and likely serves as
the first impression of Mountain Park Church
with any audience in person or online at
mountainpark.org. We have evolved our look
and feel so that we present a consistent, modern
and distinctive appearance across all mediums
of visual communication; not only internally
but to the surrounding community and beyond.
The Mountain Park Church “Mountain” icon is a
visual representation of our mission to Invite the
LOGO DARK VERSION distracted and disinterested to realize their role in
will be used when the backround color is light colored. God’s story. The logo will be the principal identifier
for the brand’s visual identity. This identity must
be used consistently to adhere to the standards
set in this manual. Applying the logo as indicated
will help leverage the value of the identity, which
is the brand’s most important visual reference.

LOGO LIGHT VERSION

will be used when the backround color is dark colored.

6
SECTION 1 BRAND GUIDELINES

CLEARSPACE | Full Logo

DEFINITION
1
/2 x 1
/2 x Whenever you use the logo, it should be surrounded with clear space
to ensure its visibility and impact. No graphic elements of any kind
should invade this zone.
x

1
/2 x 1
/2 x
COMPUTATION
To work out the clearspace take the height of the logo and divide it
in half (Clearspace = Height/2).

CLEARSPACE | Logo Symbol

MINIMUM LOGO SIZES

Full Logo
Minimum Size: .75in
.75in

7
SECTION 2 MOUNTAIN PARK CHURCH TYPOGRAPHY

THE Typography plays an important role in communicating an

overall tone and quality. Careful use of typography bold

BRAND reinforces our personality and ensures clarity and
FONTS harmony in all Mountain Park Church communications.

AND We have selected fonts, Montserrat and Fox and Bower

TYPOGRAPHY which help inject energy and enthusiasm into the entire

Mountain Park Church communications, as the primary

and secondary corporate typefaces.

PRIMARY FONT: MONTSERRAT LIGHT

MONTSERRAT REG.

MONTSERRAT BOLD

BOLD

A B C D E F G H I J K L M

N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m

n o p q r s t u v w x y z

REGULAR

A B C D E F G H I J K L M

N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m

n o p q r s t u v w x y z

FIGURES

0 1 2 3 4 5 6 7 8 9

8
SECTION 2 MOUNTAIN PARK CHURCH TYPOGRAPHY

CONTEXT Caption Text Mountain Park Church

TEXT Montserrat Light

8 pt Type / 9 pt Leading
& INNER
HEADLINES
Copy Text Mountain Park Church

Monterrsat Light
10 pt Type / 13 pt Leading

Headlines MOUNTAIN PARK CHURCH

Copy Text
Montserrat Bold - Capital Letters

HEADLINES 12pt Type / 14pt Leading

& TYPOBREAKS

MOUNTAIN
Big Headlines
& Title

Fox and Bower Regular - Capital Letters

34pt Type / 14pt Leading / 25pt Kerning

THE
Sequencer
and Title for
Marketing

HEADER
Fox and Bower Bold Regular - Capital Letters
40pt Type / 48 pt Leading / 25pt Kerning

9
SECTION 3 CORPORATE COLOR SYSTEM

THE Color plays an important role in the Mountain Park Church

corporate identity program. The colors below are
PRIMARY recommendations for various media. A palette of primary
colors has been developed, which comprise the “One
COLOR Voice” color scheme. Consistent use of these colors will
SYSTEM contribute to the cohesive and harmonious look of the
Mountain Park Church brand identity across all relevant
& COLOR media.

CODES

1
CMYK: C 0 M 38 Y 100 K 0
RGB: R 251 G 169 B 25

Color Tones
100% 80% 60% 40% 20%

Gradient

2
CMYK: C 0 M 0 Y 0 K 100
RGB: R 35 G 31 B 32

Color Tones
100% 80% 60% 40% 20%

Gradient

10
SECTION 4 ALTERNATE BRAND MARK

ALTERNATE
BRAND MARK
When necessary there is an
alternate mark that can be used
(displayed to the right). It follows
the same color usages as the
main logo, its only restriction is
related to its size.

11
SECTION 6 CONSISTENCY

UNACCEPTABLE In order to preserve the logo’s functionality and identity,

it may not be altered in any manner other than indicated
ALTERATIONS in this standards manual. No color alterations, no
photographic effects (filters, textures or drop shadows),
OF LOGO no rotating the logo or skewing the proportions, and no
altering the typeface.

12
SECTION 7 COMMUNICATION STANDARDS

COMMUNICATION How Mountain Park Church should write, speak, and

communicate clearly and consistently in all mediums.
STANDARDS
ACCURATE
Make sure the facts are correct and double check
names, numbers, and spellings.

BRIEF & ENGAGING

Get to the point quickly. Use fiction approach to
non-fiction (make it interesting). Leave readers with
something to remember.

INFORMAL
Copy should reflect our leadership and church
personality. Use humor where appropriate and have
fun. Avoid use of second person narrative as much as
possible. Avoid insider language since most writing
will likely be used in part or in whole in a community
setting across all social media outlets.

INFORMATIVE
Find ways to reflect our mission and core values.

CONSISTENT
Copy will conform with the guidelines of the
Associated Press Stylebook with minor modifications.

13
SECTION 7 COMMUNICATION STANDARDS

PUNCTUATION How Mountain Park Church should write, speak and

communicate clearly and consistently in all mediums.
SPELLING
& GRAMMAR APOSTROPHE
Avoid using apostrophes in plurals. Example: CDs not
CD’s. URLs not URL’s.

BULLETS
Use consistent types of bullets in publications. Circle
bullets are preferred.

CAPITALIZATION
Avoid all caps, except for emphasis. It gives the
impression of YELLING. Capitalize pronouns when
referencing the Deity. Examples: God, Father, Holy
Spirit.

EXCLAMATIONS
Use sparingly!!!!!!

HYPENS
Do not hyphenate words at line breaks. Never
hyphenate Web site addresses.

NUMBERS
Spell out numbers one through nine and use numerals
for 10 and above.

PERIODS
One space after periods and at the end of sentences.
Omit periods in incomplete sentences.

TITLES
Do not use courtesy titles. Examples: The Rev. Allan Fuller

14
SECTION 7 COMMUNICATION STANDARDS

PUNCTUATION Common copywriting errors

SPELLING PUNCTUATION IN QUOTE

The period and comma always go inside the quotation
& GRAMMAR marks. The dash, the semicolon, the question mark and
the exclamation point go within the quotation marks
when they apply to the quoted matter only. They go
outside when they apply to the whole sentence.

SENTENCES
Choose active versus passive voice.

TITLES
Bold titles to increase readability.

EMAIL
Lowercase email addresses in sentences. Never hyphenate
email addresses.

PHONE
Phone numbers should be separated with periods.
777.777.7777

TIMES
Write times consistently. Use a space and periods if
regular case, use a space and no periods if all caps. ex.
6:30 p.m. or 6:30 PM Always write 5 p.m. with no zeros
when it’s on the hour.

WEB
The “www” is unnecessary on any other .com, .net, .org
domains. Web is capitalized when referring to the world
wide Web or Web site. When used as an adjective like web
address or web copy it is lower case.

15
SECTION 7 COMMUNICATION STANDARDS

WEBSITE MOUNTAINPARKCHURCH.ORG

FUNDAMENTALS

• Direct all promotions traffic through

mountainpark.org. This creates a single, unified
view of the church.

• Always design under the context of low-to-no

maintenance. Automate whenever possible. If
you can’t maintain it, please don’t implement
it. Abandoned or rarely-updated content is
unprofessional.

• Design from the outside in, not the inside out.

Make it user-centric not organization-centric.
Build around services, not the organizational
chart. Fairness and/or equal promotions for all
ministries is not a communications priority.

• Design for re-use and reach. Recycle existing

information and provide multiple entry points for
the same information.

• Reduce noise and keep it simple.

• Facilitate connections. Everything should be

relational and interactive.

16
SECTION 7 COMMUNICATION STANDARDS

MOUNTAINPARKCHURCH.ORG
VOICEMAIL FUNDAMENTALS

& EMAIL
• Direct all promotions traffic through mountainpark.
org. This creates a single, unified view of the church.

• Always design under the context of low-to-no

maintenance. Automate whenever possible. If
you can’t maintain it, please don’t implement
it. Abandoned or rarely-updated content is
unprofessional.

• Design from the outside in, not the inside out.

Make it user-centric not organization-centric.
Build around services, not the organizational chart.
Fairness and/or equal promotions for all ministries
is not a communications priority.

• Design for re-use and reach. Recycle existing

information and provide multiple entry points for
the same information.

• Reduce noise and keep it simple.

• Facilitate connections. Everything should be

relational and interactive.

EXAMPLE

Joe Shmoe

Assistant Manager Mountain Park Church

mountainpark.org

Office: 777.777.7777 x7777

17
SECTION 7 COMMUNICATION STANDARDS

PROMOTION & ALL MINISTRY OPPORTUNITIES WE HAVE AT MOUNTAIN PARK

CHURCH ENCOURAGE PEOPLE TO TAKE THEIR NEXT STEPS IN
PHILOSOPHY THEIR RELATIONSHIP WITH JESUS.

It’s important to communicate clearly everything that is needed

to make events successful. Complete the following steps for every

event, class, team opportunity or other announcement.

• Think about what you’re trying to communicate to people

while you’re e
 ntering the information in the fields. The

information you enter in this section will be used to

communicate the who, what, when, where and why about

your event.

• Clarify if your event will need online sign ups

If you have specific thoughts or ideas of promotion methods, include

them in the promotions request form online. The request will be

reviewed by the Project Manager, approved and posted on Basecamp

as a work order for the Communications Team.

A request for a specific communication vehicle (e.g. Main Stage) is

not guaranteed. Promotions are not based on fairness but based on

ministry priority.

18
SECTION 7 COMMUNICATION STANDARDS

MEDIA EFFECTIVELY ESTABLISHING & MAINTAINING RELATIONSHIPS

WITH THE PUBLIC AUDIENCE
RELATIONS
For each targeted event or audience, the Communications Team

helps facilitate and implement strategies to make it run smoothly

for media access. A typical plan for publicizing an event may include:

• Coordinate any pre-event publicity.

• Assemble all event information.

• Distribute press release and media packets (if applicable) to

comprehensive media list.

• Scan local press for coverage and maintain press clipping book

as archive.

• Run social media campaign 30/15 days before event.

OTHER MEDIA RELATIONS

• Writing/editing

• Develop relationships with media contacts

• Media pitching and Media alerts/press releases

• Media distribution list maintenance

• Special events
• Editorial requests

If you have something you consider news worthy and would

like publicity, please contact the Communications Team. Please

remember that no news releases should be sent out, interviews

conducted or endorsements provided without first consulting the

Communications Team.

19
SECTION 7 COMMUNICATION STANDARDS

BLACK MARKET
GRAPHICS
YOU’VE GONE ROGUE, TIME TO COME IN

Your job is to do ministry and our job is to support your ministry by

providing tools, strategic thinking and visuals to help you achieve your
goals. To put it bluntly, you don’t get paid to do graphic design and we
don’t get paid to do what you do, for good reason.

The Communications Team calls any unapproved graphic design or

visual pieces created by a ministry area “Black Market Graphics.” This is
all the stuff that was deemed too minor to put in a design request for,
or the pieces that just had to be done for a given Sunday, or the things
that you requested but you thought wouldn’t get produced by the
Communications Team in time. Our revitalized brand is cohesive and
detailed, and the standards for maintaining it are exacting, purposeful and
well thought through. Graphics produced without the Communications
Team’s input will stand out in an unexcellent fashion in the Mountain
Park Church culture. We want every touch point on campus and every
off campus event to reinforce the Mountain Park Church brand. We are
committed to that as a team, and this frees you from having to focus on
areas that aren’t your area of expertise. These standards will allow you to
focus on what you do best, ministry, and allow us to focus on what we do
best, promoting your ministry.

We’re here to support you by providing visuals in keeping with our identity.
We need you to plan in advance, give us ample lead-time for all projects
and to work with us to make strategic decisions about how to best achieve
your goals. We are passionate about our brand and the ministry you are
doing. Thank you for your cooperation!

20
DESIGNED BY LIVE DESIGN, INC. LIVEDESIGN.ORG