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Temple Beth Sholom
BRAND STANDARDS GUIDE
Revised as of 8/8/16
Index
Temple Beth Sholom
BRAND STANDARDS GUIDE1. Brand Strategy Overview
2. Color Palettes
5. Logo Standards and Nomenclature as follows:- Color(s)- Usage- Positioning and Scale- Typeface
i. Foundation School (horizontal/vertical)ii. Camp Beth Sholom (horizontal/vertical)iii. Parent Childiv. Parent Teacher Organizationv. Shalom Babyvi. Shalom Familyvii. Social Justice Networkviii. jTravelix. Rabbi Leon J. Kronish
School for Living Judaismx. Legacy
8. Fonts
9. Stationery Systems
10. E-mail signatures
13. Additional Collateral- E-mail headers
14. Program template
15. Postcards
15. Copy Standards (Examples)
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Overview
1
Temple Beth Sholom Miami Beach is evolving to reflect the times, its membership, and it s unique location on Miami Beach.
This is a temple-wide initiative with an eye to providing a brand strategy,i.e. a consistent way to present the temple to the public.
It is important that the TBSMB materials reflect its new positioning in all communication to key target audiences including customers, strategic partners, employees and the business community.
This brand standards guide allows us to manage the TBSMB brandintegrity. By overall consistent use of color, tone, voice and message, we have a solid platform to anchor the temple. The materials are the representation of the brand, and therefore directly responsible for themaintenance of the brand.
Our goal is to be consistent, memorable and effective.
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Logo Uses & Logo Colors
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TEMPLE BETH SHOLOM :: BRAND STANDARDS GUIDE
primary logo
alternate logos
color palette
PANTONE 300*C-100 M-52 Y-0 K-0
Web: use #0066CC
PANTONE 583*C-25 M-3 Y-100 K-14
Web: use #b0ba25
PANTONE 136*C-0 M-32 Y-86 K-0
Web: use #fcb53e
PANTONE 282*C-100 M-77 Y-46 K-46
Web: use #002D62
TempleBeth Sholom
TempleBeth Sholom
TempleBeth Sholom
* Specify this PMS color for spot color if needed for PRINT USE, otherwise use CMYK formula
Logo position is either centered or flush left onletterhead. Variation in placement can be madeso it appears either top or bottom depending onthe material on which it is placed.
Type in the logo (Temple name, tagline) shouldnot be altered, i.e. italicized or be changed incolor.
The logo tagline should not be separated from the logo icon.
The tagline should not be translated from Hebrew.
The logo may be reversed out on a colored background (not within a box) or a black and white version may be used.
Blue used for logo type: Temple Blue: C:100 M:52 PMS 300
For headline copy or secondary color use, a recommended fourth color should be intro-duced to the primary palette: PMS282, a darkblue which reads as black visually.
Please specify the PMS color by number for print use.
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Web Guidelines - Palette
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#FF9700R-255 G-151 B-0
#0066CC*R-0 G-29 B-76
#0C00D3R-12 G-0 B-211
#FF5300R-255 G-102 B-0
#FF6633*R-255 G-102 B-51
#993366R-153 G-51 B-102
#99CC33*R-153 G-204 B-51
#FCB53E*R-252 G-181 B-62
#CC6633*R-204 G-102 B-51
#009933*R-0 G-153 B-51
#006699R-0 G-102 B-153
#99CCFF*R-153 G-204 B-155
#330033R-51 G-0 B-51
#002D62R-0 G-45 B-98
#333333R-51 G-51 B-51
D2C2A5R-204 G-204 B-153
#7C7359R-102 G-102 B-102
web color palette
TEMPLE BETH SHOLOM :: BRAND STANDARDS GUIDE
* denotes this is a hex code for a current logo color
#
The web colors differ from the printcolors because they are made up ofRed, Green, and Blue (RGB), whichare the colors a computer monitoremits.
A printed color will include Cyan,Magenta, Yellow, and Black (CMYK).
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Web Guidelines - Fonts/Buttons
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web fonts
HIND
AVAILABLE AT GOOGLE.COM/FONTSNOTO SERIF
AVAILABLE AT GOOGLE.COM/FONTS
web buttons
#009933*#FCB53E*#99CC33*#FF6633* #0066CC* #CC6633* #99CCFF*
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Organizational Logos
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TBSMB Logo
Foundation SchoolHorizontal Vertical
Camp Beth SholomHorizontalVertical
Usage Guideline for graphic file types
EPS - use for large size printing, signage, andto create promotional items such as shirts;usually created with no background color
JPG - print use, web use; always has a whitebackground
PNG - web use, has a transparent background
GIF - web use, can be animated, can have atransparent background
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Organizational Logos
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Parent/Child
Parent Teacher Organization
Shalom Baby
Shalom Family
Social Justice Network
Temple Beth Sholom
BRAND STANDARDS GUIDE
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jTravel
Rabbi Leon J. Kronish School for Living Judaism
Legacy
* Each logo included here is also available inwhite, to be used on top of a color.
An example of how the logos are organized:LOGOS 2015>Main
> eps> jpg> gif> png
>Camp Beth Sholom> Horizontal
> eps> jpg> gif> png
>Stacked logo (vertical)> eps> jpg> gif> png
Key for logo colors: K indicates blackW indicates whiteC indicates blue
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Fonts
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headline fonts
AILERON
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
AILERON BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
AILERON FAMILY - ALL WEIGHTS
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
AILERON BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
MODERNEABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
sign fonts
AILERON
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
copy fonts
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Temple Beth Sholom
BRAND STANDARDS GUIDE :: Stationery System - Letterhead
Letterhead:
Logo position is either centered or flush left on letterhead.
8.5” x 11” 70# Bright White Text4/0 Blue used for type: Temple Blue: C:100 M:44 or PMS 300
Return address, phone, fax andweb address in one line across bottom.
Font: Moderne, 9 pt in black,centered at page bottom.
#10 Envelope:
24# Standard Bright White Envelope 4/0
Temple logo flush left return address in two lines flush left underneath Hebrew tagweb address is line 3no http or www listed
Moderne 9 pt over 11 pt - text size and leading.
Color bars do not extend to edge. This avoids additional printing costs for bleeds.
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Stationery System - Business Cards
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Business Card Options, Fronts:
Size2”x3.5”
Stock130# White Cover
Colors4/0 Black Type
FontModerne
Logo always flush left on front,1/8” from left edge and top edge
Business Card Options, Backs, color by department: TempleBeth Sholom
TempleBeth Sholom
TempleBeth Sholom
TempleBeth Sholom
Admin
Clergy Education Programs
TempleBeth Sholom
School for Living Judaism
Temple Beth Sholom
BRAND STANDARDS GUIDE :: E-mail Signature
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Create two versions, one for outgoing, original email, and one for replies. Limit 72 characters per line to avoid wrapping to next line.
Outgoing:Helvetica Flush left, rag rightSet with spaces and lines in between, as shown in sample.Fax number optional. Include URL.
If using logo in signature line, please use Alt Text behind it so if it’s not readable in recipient emil, the text shows instead of an empty box with a question mark.
No smaller than 11 point, to facilitate use with mobile devices.
Limit to 4 lines for signature, use 5th line for social media links.
For replies:
Physical address not necessary.
Limit to 2-3 lines; name and phone number.
NameTitleTemple Beth Sholom | Department4144 Chase Avenue, Miami Beach, FL 33140305.538.7231 ext. 375tbsmb.org
Nerissa Balland305.538.7231 ext. 375
SAMPLE
SAMPLE
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Collateral
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Brochure
Paper: MacGregor XPDull 100# Text - for pieces with response mechanismsor Glossy 100# Text - for pieces with no response mechanism
Size options:All sizes are acceptable.
Each cover has the logo, a signature photo reflecting the temple or theprogram, and a simple headline that supports the event or programbeing promoted in the brochure.
Text should be colorful but brief, so that focus is more on the visual photography.
The back cover of the brochure should include web addresscentered below the logo.
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Email Headers/Banners
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600 px wide
GENERICHEADER1
600 px widex 100 px high
Temple TalkHeader for Constant Contact
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Program Template
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4144 Chase Avenue | Miami Beach, Florida 33140 | 305.538.7231 tbsmb.org4144 Chase Avenue | Miami Beach, Florida 33140 | 305.538.7231 tbsmb.org
8.5x11 folded down to 5.5x8.5”
Back, and front, view.
Clergy Department communication, therefore, color bar is darker orange.
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Temple Beth Sholom
BRAND STANDARDS GUIDE :: Postcards
FRONTPreferred Size: 11”x6”
This size delivers visual impact and still qualifies for letter postagerate, i.e. the same as 6”x9”/5”x7”/4”x6”
Teaser headline in Aileron Bold font and type treatment logo onfront in Optima, or, color logo may be used.
1 large main image on front.
BACKSize: 11”x6”
1 large main image accompanied by 2-3 smaller images.
Type treatment version of the logo, or regular colored version oflogo may be used. Body font is Aileron family. Postage
paidPermit #18
Temple Beth Sholom
BRAND STANDARDS GUIDE :: Copy Standards Samples
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Merriam-Webster should be the standard for allspelling and word usage questions and New York Public Library Writer’s Guide to Style and Usageis the reference for all grammar issues.
URJ standards dictate holiday spellings.
Keep titles such as “service manager” and “janitorialstaff” all lowercase (except at beginning of sentence).
Do not use a series of commas except when neededfor clarity.
Ellipses are used to indicate words are missing from a sentence, not for emphasis.
Phone number style: use periods. e.g., 305.538.7231
For URLs: “website” is one word.
Do not use http:// or www prefix
“Prayerbook(s)” is one words.
“High Holy Days” is three words.
e-mail – use hyphen between e and mail, all in lowercase letters.
Decide if Temple has a capital “T” and remain consistent.
Please show time as indicated: am and pm
Try to avoid a possessive on Temple Beth Sholom, i.e.Temple Beth Sholom’s Shalom Y’all Ball.
Instead: Temple Beth Sholom presents The ShalomY’all Ball
Or: The Temple Beth Sholom Shalom Y’all Ball.
Hebrew words are not italicized in Temple materials.
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