Calvary Brand Strategy 0.1

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Calvary Brand Strategy slides Version 0.1

Text of Calvary Brand Strategy 0.1

  • 1. Continuation of Pastors 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.

2. What is Branding? The goal of the branding is not to do something new and creative, but to reflect and present the standards and beliefs of the church in a tangible way. Branding is merely a platform to carry the already established message of the church. 3. Purpose of Branding Calvary The purpose of rebranding is to help accomplish the vision of the church Impact thousands in the Columbus area and around the world. To impact thousands we need to have a focused brand strategy that effectively communicates the church message. Establish Spiritual Authority - By strategically positioning ourselves the church can reach more people and develop more spiritual authority. Develop Leaders - If brand expectations are clearly defined, then anyone with the proper training can teach and develop the brand through marketing and promotions. Plant Churches When daughter works are planted the church planter will have an already established blueprint for growing and marketing their church. Starting from the ground up takes way too much effort and in this end-time harvest we dont have a lot of time to keep re-inventing the wheel. 4. 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 doesnt 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. 5. 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. 6. 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 7. Branding is 80% Color Kim Ferguson Color 8. 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. 9. Tints and Shades Tints: A hue produced by the addition of white Shades: A hue produced by the addition of black 10. Tints and Shades Tints: A hue produced by the addition of white Shades: A hue produced by the addition of black 11. Font Choice Gill 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 read San-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. Open-Sans for lengthy copy text and sub headlines Benefits: Easy to read San-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 buzzwords Benefits: Friendly typeface Open-source and free