Brand Guidelines -...
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Brand Guidelines MOPS INTERNATIONAL — 2018
Transcript of Brand Guidelines -...
Brand GuidelinesMOPS INTERNATIONAL — 2018
INTRODUCTION
We believe that incubating hearts and giving just-because hugs can change the course of history. That’s why we connect moms all over the world to a community of women, in their own neighborhoods, who meet together to laugh, cry and embrace the journey of motherhood.
The MOPS brand guidelines exist to ensure visual and brand consistency across various print and web materials. Guidelines within these pages cover usage of such assets as the logo, voice, colors and typography. Please adhere to these guidelines to create a brand image and identity that is consistent across all mediums.
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BETTER MO
MS
BETTER WORLD
020506081620222628
CONTENTS
IntroductionManifestoWho We AreLogo UsageTypographyColor PaletteImageryOur VoiceSocial Media
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Never forget that love is the best thing we do. Love big, love messy, love loud.
Slow down and cuddle your littles, even when they’re big. Abandon the lie of
perfectionism. Learn from your kids and color outside the lines, and then stand in
awe of the masterpiece you create. Smile knowing right now will taste even better
as a memory. Declare goodness; the words you speak dictate the life in front of
you. Remember that bad days come and go. When all else fails, dance it out. You are
loved by a good God who calls you daughter. Tend to your own wounds as gently
as you do the skinned knees and the jammed fingers and the hurt feelings. Be the
friend you need, even when you’re busy. Hug people too long. Catch the tears of
other moms too. Speak up for those who don’t have a voice and your kids will do
the same. Sit in the warmth that your baby will change the world someday. Stand
knowing that you can too.
THIS IS MOTHERHOOD
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who we are
We are compelled by the movement of Jesus Christ and invite others to explore their own faith journey toward him.
We believe in God’s redemptive work in the world which encourages us to be playful in spirit, generous at heart and faith-filled in confession.
Every mom has a place with us. We uphold a boldness of inclusion because we know there is room for a vast collage of women who thirst for Jesus.
We are passionate proponents for the value of motherhood and the influence of women.
J ESUS FOLLOWERSJOHN 14 :6
K INGDOM ENTHUSIASTSMATTHEW 6 :23
EXPANSIVEREVELATION 22 : 17
ADVOCATESPROVERBS 31 :8 -9
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We look to Jesus’ footsteps for how to walk through the world, which allows us to be radically gracious in expression and association.
We lead communication of a timeless message to a culture of many voices, dialects and backgrounds.
We build circles of women who love each other like family, because we believe in the transformative potential of relationships and mentoring.
KNOWN BY WHAT WE ARE FORMATTHEW 22 :36-40
MULTIL INGUAL1 CORINTHIANS 9 :22
S ISTERHOOD CULTIVATORSHEBREWS 10 :25
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The eyelet in the “M” represents the binding of two sides such as two hands holding or two homes being joined. This mark embodies unity and strength.
LOGOMARK
LOGO USAGE
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The wordmark is to be used in a supporting role to the logomark. MOPS is clean and modern, pulling the brand forward, aiming to reach audiences that are deeply rooted in the history of MOPS.
SECONDARY WORDMARK
LOGO USAGE
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LOGO USAGE
LOGOMARK + WEBSITE LOGOMARK + TAGLINE LOGOMARK + TAGLINE
MOPS.ORG THIS IS MOTHERHOOD #thisismotherhood
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LOGO USAGE
X
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When placing the logo with other objects such as text or graphics, be sure to provide appropriate space above, below and to the sides of the logo.
When placing the logo with other objects, such as text or graphics, be sure to provide appropriate space above, below and to the sides of the logo and tagline.
LOGO CLEARSPACE LOGO + TAGLINE CLEARSPACE
3X
X
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LOGO USAGE
SQUASH
Do not squash, squeeze or non-proportionally transform the logo.
ROTATE
Do not rotate the logo. The logoshould always be straight or parallel
to the edge of an image.
CHANGE COLOR
Do not add a gradient, tint or change the color shade of the logo
outside the brand color palette.
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LOGO USAGE
THICK OR BORDERED
Do not make the logo bold by addingborders or additional weight.
OUTLINED
Do not outline the logo. The logoshould always be a solid color.
OPS
CREATE WORD
Do not use the logomark in conjunction with a word or phrase.
The logo should always stand alone. Do not combine logomark with the
secondary wordmark.
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TAGLINE
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ALTERNATIVE TAGLINE
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CrimsonRoman
ADRIANNAREGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789-=!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789-=!@#$%^&*()
Crimson Regular is a legible, friendly serif font. It is
well-suited for paragraph text or long headlines. For
the MOPS brand, it should be used as body copy,
introduction text and for large, bold headlines. This
font family can be used both in print and online.
Adrianna is a clean, modern sans-serif font. For
the MOPS brand, it should be used for headlines,
captions, body copy and subtext. This font can be
used in print and online.
As a headline or subheadline, tracking should be
set to 120. As body copy, tracking is set to zero.
TYPOGRAPHY
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zooja light proa b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 - = ! @ # $ % ^ & * ( )
Zooja Light Pro is a playful, feminine script. It is to
be used only for taglines, major headlines or
marketing materials. Zooja Light should be used in
all lowercase letters and kerned appropriately. This
font has the most impact when used sparingly and
in print.
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H1 H2
TYPOGRAPHY
Hierarchy allows the reader to easily find what they are looking for and navigate content.
48/55pt 30/37pt
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H3 H4 BODY COPYY
HeadlineCRIMSON ROMAN, 48PT
HeadlineCRIMSON ROMAN, 20PT
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh.
CRIMSON ROMAN, 15PT
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
CRIMSON ROMAN, 12PT
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh.
ADRIANNA REGULAR , 9PT
HEADLINEADRIANNA REGULAR , 13PT
HEADLINE
ADRIANNA REGULAR , 10PT
19/25pt 12/15pt 9/11pt
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COLOR PALETTE
MutedSoftFeminineNeutralsMinimalModernColor is one of the most powerful elements. It has tremendous expressive qualities. Understanding the usage of color is crucial to effective composition in design and the fine arts. Colors must be specified in CMYK, as an RGB triplet or in hexadecimal format (a hex triplet).
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Primary Colors
Secondary Colors
L IGHT TANSOFT BLACK
CMYK C5 M6 Y10 K0RGB R239 G233 B224WEB #EFE9E0
CMYK C15 M21 Y17 K0RGB R215 G197 B196WEB #D7C5C4
CMYK C0 M0 Y0 K92RGB R59 G59 B60WEB #3B3B3C
CMYK C32 M52 Y38 K21RGB R147 G110 B114WEB #936E72
L ILACPLUM
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IMAGERY
Art Direction+ MoodWhen selecting imagery for the MOPS brand, be mindful of the content represented. The goal is to be inclusive and relatable. Use images that portray moms of all ages, ethnicities and backgrounds. This includes, but is not limited to, imagery containing: one child, multiple children, outdoors and indoors, urban and rural environments, working and stay-at-home moms. Above all, aim for the content to be joyful, approachable and authentic.
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AUTHENTIC
Older mom, indoor setting,simple & joyful
D IVERSE
Multicultural, urban setting,natural & not posed
RELATABLE
Desk setting, working mom,could be a “selfie”
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I found freedom in a MOPS group, and my
life has not been the same since. I never in my
wildest dreams could have prepared myself
for what God was going to do through MOPS.
-SHANNA
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our voiceEach content-grouping has its own voice and biblical posture based off of the audience for whom it was created. Being “relevant” is not the aim, however, it is a byproduct of knowing our audiences well enough to speak their language and draw them in.
Voice: Kindred spirit, girlfriend voice. We are conversational, inclusive, transparent, honest, welcoming and encouraging. We may acknowledge that something is missing or that there must be something more.
Biblical Posture: Biblical principles are implied but not explicit; less in-depth, often more topical in nature. Biblical depth increases throughout the course of the year, the Gospel is present but church jargon is not.
Purpose: To provide a low barrier to entry for any and all moms to join the MOPS community. Radical transformation begins with an invitation. This allows moms to move at their own pace in their faith journey and dismantles the “one size ts all” evangelism perspective.
CURRENT OR FUTURE MOPS MEMBERS
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Voice: Sisters in Christ, encouraging inuence. We are collaborative, motivational, practical, inspiring and honest. Our voice aims to equip with grace.
Biblical Posture: Biblical principles are present and explicit in varying degrees; Jesus is the Good News. We invite these Leaders to emulate the way Jesus walked through the world by spreading the Good News, eating with people who are considered outsiders and offering healing.
Purpose: To reveal their extraordinary infuence in the world as Leaders of moms; purposing them to care for the hearts of the moms they serve.
Voice: Insider, humble, reverent. We are professional, strategic, supportive and empathetic to their vision for their churches. As our partner, we may boldly invite them into considering new perspectives or approaches.
Biblical Posture: Biblical principles are present and explicit, Jesus is the Good News. We emulate the way Jesus walked through the world and speak as the hands and feet of Jesus.
Purpose: To support them in taking care of their community like Jesus, to raise up leaders in their church, to transform families and to grow the Church.
GROUP LEADERS, MENTORS AND VOLUNTEERS PASTORS
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SOCIAL MEDIA
FACEBOOKfacebook.com/mops.int
INSTAGRAMinstagram.com/mops_international
LEADERS FACEBOOKfacebook.com/mopsleaders
Our largest social media platform serves as a place to feature blogs, videos and images about the realities of motherhood and being a woman. Posting several times a day, it is a mixture of internal, external and corporate content.
Instagram is a place to feature snapshots of the MOPS HQ, and reposts of what MOPS groups are up to around the world. Posting 4-5 times a week, our Instagram is light-hearted, inspiring and easy to consume. It is also a great place to follow and engage publicly with people and organizations we are interacting with as an organization.
Our Leaders’ Facebook features updates from MOPS, information on upcoming events, tips for running a healthy MOPS group and encouragement for our Leaders.
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P INTERESTpinterest.com/mops_int
TWITTERtwitter.com/mops_int
V IMEOvimeo.com/mopsinternational
YOUTUBEyoutube.com/mopsint
Pinterest is where we share and re-pin practical ideas on parenting, hacks, crafts, style and our annual theme, always linking back to our webpage when possible.
Pinterest is where we share and re-pin practical ideas on parenting, hacks, crafts, style and our annual theme, always linking back to our webpage when possible.
Twitter represents our corporate voice, tweeting and retweeting various churches, associations, media outlets, other mom organizations and fans of MOPS.
Vimeo is where we host the majority of our video content for Leaders and groups. On this platform, you will find high quality videos that are used throughout the year to show video stories in MOPS groups.
Vimeo is where we host the majority of our video content for Leaders and groups. On this platform, you will find high quality videos that are used throughout the year to show video stories in MOPS groups.
Our YouTube features inspiration for each passing MOPS year, highlights from MOMcon, behind-the-scenes looks and sneak peeks of video stories shown in MOPS groups.
© M
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