Brand Guidelinesmops.org.au/.../08/MOPS-International_Brand_Guidelines-2017-lowres.… · LOGO...
17
MOPS INTERNATIONAL — 2017 Brand Guidelines
Transcript of Brand Guidelinesmops.org.au/.../08/MOPS-International_Brand_Guidelines-2017-lowres.… · LOGO...
M O P S I N T E R N AT I O N A L — 2 017
Brand Guidelines
I N T R O D U C T I O N
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.
CONTENTS
BETTER MO
MS
BETTER WORLD
IntroductionManifestoWho We AreLogo UsageTypographyColor PaletteImageryOur VoiceSocial MediaEmployee Assets
02050608162022262830
32
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
T H I S I S M OT H E R H O O D
54
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
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 �ngers 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.
We are compelled by the movement of Jesus
Christ and invite others to explore their own
faith journey toward him.
We are passionate proponents for the value of
motherhood and the in�uence of women.
We believe in God’s redemptive work in the
world which encourages us to be playful in
spirit, generous at heart and faith-�lled 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.
J E S U S FO L LO W E R SJ O H N 1 4 : 6 M A T T H E W 6 : 3 3
P R O V E R B S 3 1 : 8 - 9 R E V E L A T I O N 2 2 : 1 7
M A T T H E W 2 2 : 3 6 - 4 0 1 C O R I N T H I A N S 9 : 2 2
H E B R E W S 1 0 : 2 5A DVO C AT E S
K I N G D O M E N T H U S I A S T S
E X PA N S I V E
We look to Jesus’ footsteps for how to walk
through the world, which allows us to be
radically gracious in expression and association.
We build circles of women who love each
other like family, because we believe in the
transformative potential of relationships and
mentoring.
We lead communication of a timeless message
to a culture of many voices, dialects and
backgrounds.
K N O W N BY W H AT W E A R E FO R
S I S T E R H O O D C U LT I VATO R S
M U LT I L I N G UA L
76
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
LO G O U S AG E
LO G O M A R K
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.
S EC O N DA R Y W O R D M A R K
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.
LO G O U S AG E
98
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
LO G O U S AG E
LO G O M A R K + TA G L I N ELO G O M A R K + TA G L I N ELO G O M A R K + W E B S I T ELO G O C L E A R S PA C E
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. LO G O M A R K + TA G L I N E C L E A R S PA C E
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.
X
X
3X
X
LO G O U S AG E
11
10
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
THIS IS MOTHERHOOD
LO G O U S AG E LO G O U S AG E
C H A N G E C O LO R
Do not add a gradient, tint or change
the color shade of the logo outside
the brand color pallete.
C R E A T E W O R D
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.
R OTAT E
Do not rotate the logo. The logo
should always be straight or parallel
to the edge of an image.
O U T L I N E D
Do not outline the logo. The logo
should always be a solid color.
S Q U A S H
Do not squash, squeeze or non-
proportionally transform the logo.
T H I C K O R B O R D E R E D
Do not make the logo bold by adding
borders or additional weight.
1312
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
OPS
LO G O U S AG E
TAG L I N E A LT E R N AT E TAG L I N E
LO G O U S AG E
1514
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
Source Serif Pro RegularABCDEFGHIJKLMNOPQRSTUVWXZ
abcdefghijklmnopqrstuvwxz
0123456789!@£$%^&*()
A D RIA N NA R EG U L A R
ABCD EFG H I J KL M N O PQ RSTU V W X Z
ab cd efg h i j k lm no p q rs tu v w x z
0123 4 5678 9 ! @ £ $%^&* ( )
Source Serif Pro 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.
Zooja Light 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.
Adrianna is a clean, modern sans-serif font. For
the MOPS brand, it should be used for headlines,
captions and subtext. This font can be used in
print and online.
T Y P O G R A P H Y
1716
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
1 7—
18
20
17—
18
H 2
29/36ptH 1
47/54pt
T Y P O G R A P H Y
Hierarchy allows the
what they are looking for and navigate content.
H 4
11/18ptB O DY C O P Y
7/12ptH 3
18/24pt
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
H E A D L I N E
H E A D L I N E
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh.
S O U R C E S E R I F P R O R EG U L A R , 47 P T
S O U R C E S E R I F P R O R EG U L A R , 1 3 P T
S O U R C E S E R I F P R O R EG U L A R , 11 P T
A D R I A N N A R EG U L A R , 8 P T
S O U R C E S E R I F P R O R EG U L A R , 17 P T
A D R I A N N A R EG U L A R , 11 P T
A D R I A N N A R EG U L A R , 7 P T
Headline
Headline
19
18
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S2
017
—18
Color 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 bmust e
specified in CMYK, as an RGB triplet or in hexadecimal format (a hex
triplet).
Muted
Feminine Neutrals Minimal Modern
Primary Colors
Secondary Colors
C M Y K C15 M21 Y17 K0
R G B R215 G197 B196
W E B #D7C5C4
C M Y K C32 M52 Y38 K21
R G B R147 G110 B114
W E B #936E72
C M Y K C5 M6 Y10 K0
R G B R239 G233 B224
W E B #EFE9E0
C M Y K C0 M0 Y0 K92
R G B R59 G59 B60
W E B #3B3B3C
L I G H T TA N
S O F T B L AC K
L I L AC
P LU M
C O LO R PA L E T T E
21
20
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
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.
Older mom, indoor setting,
simple & joyful
Multicultural, urban setting,
natural & not posed
Desk setting, working mom,
could be a "selfie"
I M AG E R Y
R E L ATA B L E
A U T H E N T I C
D I V E R S E
23
22
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
25
24
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
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
Voice: Kindred spirit, girlfriend voice. We are conversational, inclusive, transparent, honest, welcoming and encouraging. Wemay acknowledge that something is missing or that there must besomething more.
Purpose: To provide a low barrier to entry for any and all moms
Biblical Posture: Biblical principles are implied but not explicit;
incless in-depth, o�en more topical in nature. Biblical depth
reases throughout the course of the year, the Gospel is present but church jargon is not.
to join the MOPS community. Radical transformation begins with an infaith journey and dismantles the “one size �ts all” evangelism
vitation. This allows moms to move at their own pace in their
perspective.
C U R R E N T O R F U T U R E M O P S M E M B E R SE
voice and biblical posture based o� of
ach content-grouping has its own
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.
aVoice: Sisters in Christ, encouraging in�uence. We
re 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
hwith people who are considered outsiders and o�ering
ealing.
world as Lea
Purpose: To reveal their extraordinary in�uence in the
ders 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 Christ.
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.
G R O U P L E A D E R S , M E N TO R S A N D V O L U N T E E R S PA S TO R S
27
26
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
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.
Pinterest is where we share and re-pin practical ideas on parenting, hacks, cra�s, style and our annual theme, always linking back to our webpage when possible.
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.
Vimeo is where we host the majority of our video content for Leaders and groups. On this platform, you will �nd high quality videos that are used throughout the year to show video stories in MOPS groups.
Twitter represents our corporate voice, tweeting and retweeting various churches, associations, media outlets, mom organizations and fans of MOPS.
FACEBOOKfacebook .com/mops . int
facebook .com/mops leaders twi t ter .com/mops_ int youtube .com/mops int
v imeo .com/mops internat iona linstagram.com/mops_ internat iona l p interest .com/mops_ int
Our Leaders’ Facebook features updates from MOPS, information on upcoming events, tips for running a healthy MOPS group and encouragement for our Leaders.
LEADERS’ FACEBOOK
INSTAGRAM PINTEREST
TWITTER YOUTUBE
VIMEO
29
28
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
SOCIAL
MOPS MagazineThe
and reposts ofwhat MOPS groups are up to around the world. Posting 4-5 times a week, our Instagram is light-hearted, inspiring and easy to consume.
Instagram is a place to feature snapshots of the MOPS HQ,
E M P L O Y E E A S S E T S
Business Cards
Email Signature
LetterheadE M M A T U R N B U L L
Director of Marketing, MOPS International
mops.org | 123.456.7890 | @mops_international
E M M A T U R N B U L L
Director of Marketing, MOPS International
@mops_international
123.456.7890
S P OT G LO S S O N
S O F T B L A C K
31
30
TH
IS IS
MO
TH
ER
HO
OD
TH
IS IS
MO
TH
ER
HO
OD
MO
PS
BR
AN
D G
UID
EL
INE
S
MO
PS
BR
AN
D G
UID
EL
INE
S
20
17—
18
20
17—
18
© M
OP
S IN
TE
RN
AT
ION
AL
20
17
2370 SOUTH TRENTON WAY
DENVER, CO 80231-3822
888.910.6677
