COMMUNICATING VISION

C O M M U N I C A T I N G V I S I O N

A U X A N O B R A N D P R O C E S S 2

It all starts with the Brand.


What is a Brand?


Your BRAND is the perception of your organization that lives in the minds of your audience.

Every interaction your audience has with your church or organization forms thoughts, feelings, and perceptions in their minds. In this understanding of a brand, everything speaks—business cards, your website, words and posture, and interaction with volunteers and staff. All of these things contribute to your audiences’ perceptions of you.

An important part of your brand is what we call your Visual Identity. This is the part of your brand that you can control most easily because it is constructed using graphic design and applied in print, on the web, and in other communication tactics. Through the consistent use of intentionally designed visual elements, your Visual Identity can consistently communicate who you are to your audiences.

Think about some of the strongest brands you know. How about Starbucks? What color is most associated with Starbucks? What shapes do you think of when you close your eyes and think of Starbucks? The color green and the shapes of a circle and of a Starbucks cup are key elements to the Starbucks Visual Identity. These elements are used over and over in many different communication tactics to create a consistent imprint in our minds that is associated with their organization. In this Visual Identity process, we will develop these types of elements (and more!) for your organization.


Guiding you as you ... tell your story, create your culture, design your future.

Begin with your Vision Frame as the basis for your story. It is your unique expression.

During our process, our marketing team will partner with you in an iterative process. We will guide you with strategic direction and design expertise to develop a brand package that will provide you with a palette of visual assets. By developing this brand package, you will equip your leadership and communications teams to be set free with tools in hand. We complete the process with a set of guidelines that establish how to apply the palette across communication mediums, using approved colors, fonts, shapes, photo treatments, and more. The guide is a valuable tool for maintaining brand consistency to assure you stay on message.

All of the elements of the Visual Identity work together to create a consistent imprint in the minds of your audiences. For example, your logo is not your brand—it is a portal to your brand. As such, that is where our design process begins—but not until we lay a strong foundation.

The Auxano Design Brand Development Process


Development Foundational StepsYour brand promise, tagline, and key messages establishes the core of your mission in a way that is emotive and invitational to an external audience.

Logo Design Your logo is the entry point to your brand and a symbol of the overall brand.

Strategy Icon DesignYour strategy icon is a visual representation of the strategy you developed as a part of the Vision Frame.

Graphic Identity DesignThe graphic identity establishes a toolbox of design assets as it is developed in an iterative process.

Brand Development Your brand is developed in multiple communication applications to model brand integration.

Website Brand IntegrationIt is critical for your website to fully integrate your brand, so included are two hours of consulting to be sure your website reflects your brand story.

Signage We provide practical solutions to demonstrate how to integrate your brand into your awareness and way finding signs.

Business PackageYour brand is built into your business package to create print communications pieces that reflect your brand attributes.

Brand Guidelines DevelopmentThe guidelines document provides your team with the tools for consistent integration and execution of your visual brand elements (or visual identity elements).

Brand Development Packages

We offer two brand development packages.

The Works The Works is a comprehensive brand development package developed in a process that includes the following elements:


Brand PromiseYour brand promise, or tagline, should communicate the core of your mission in a way that is emotive and invitational to an external audience.

Logo Design Your logo is the entry point to your brand and a symbol of the overall brand.

Strategy Icon DesignYour strategy icon is a visual representation of the strategy you developed as a part of the Vision Frame.

Business PackageYour brand is built into your business package to create print communications pieces that reflect your brand attributes.

Graphic Identity RecommendationsThe graphic identity recommendations demonstrate how a toolbox of design assets could be applied to one major communications piece.

Brand Guidelines DevelopmentThe guidelines document provides your team with the tools for consistent integration and execution of your visual brand elements (or visual identity elements).

Brand Development Packages

The BasicsThe Basics package is recommended for churches and ministries with limited resources that are looking for the fundamental elements of their Visual Identity. The Basics is a brand development package developed in a process that includes the following elements:


The following pages paint a picture of one church’s brand development experience with Auxano Design. This church selected The Works, our comprehensive package.

Explore and enjoy.

We hope you are inspired and can imagine what this could look like for your church or ministry.

I L L U S T R A T E D


Christ Fellowship – Palm Beach, FL

A U X A N O B R A N D P R O C E S S 1 0

Before developing your visual brand, your Vision Frame must be established and specific verbal elements of your brand must be articulated. These serve as the conceptual foundation for your visual brand and also provide a palette of language that can be used in all communications efforts.

A R T I C U L A T I N G T H E L A N G U A G E


Foundational StepsThe brand process assumes that your Vision Frame has been articulated so the branding efforts can focus on communicating that vision effectively.


Key Messages The key messages flesh out the foundation of the Christ Fellowship messaging framework. The sentences that accompany each key message give further explanation and depth.

Inspiring CommunityYou feel it when you walk in the door. An energy, an atmosphere, a connection. As God’s people gather, His presence—and the oneness we experience as we gather—inspires us and lifts us in unexpected ways. Through times of worship, we both experience and respond to His love. Through focusing on God’s Word, we both discover and remember His truth. Our hearts are changed by these times together, inspiring us for a life of mission.

Tangible LoveLove is a big deal at Christ Fellowship. God’s love for us gives us the pattern for how we should love each other. We really care about each other.

Dramatic ChangeThe love and message of Jesus Christ changes things. As a matter of fact, it changes everything ... dramatically. Each of us begins to experience the kind of life that lasts forever—a life of hope, forgiveness, and purpose.

Significant MissionHow would our community and our world be different if Christ were at the center, with His love and His ways calling the shots? That’s our mission. And the only way we’ll achieve it is by actively working with God’s Spirit—everyone, everyday, everywhere.

Vision FrameMission: what are we doing? (what)

We are called to impact our world with the love and message of Jesus Christ... everyone, everyday, everywhere.

Values: the reason we do what we do (why)

core beliefs

and integrity

love of God

Strategy: the rhythm of what we do (how)

worship and reflecting on God’s Word

shape and challenge us

everyone, everyday, everywhere

Measures: the outcome of what we do (when)

foster growth

The Vision Frame and Key Messages provide the foundation for development of the Brand


Brand Promise, Tagline, & Key Messages

The tagline—love on—came during an on-site visit by an Auxano team member. It serves as a rallying cry that boils down the Christ Fellowship mission statement to two words. Other taglines had been developed, but the almost epic feel yet casual warmth of the phrase “love on” served as the perfect tagline for Christ Fellowship. The key messages and brand promise were recommended and revised in an iterative process that yielded a strong palette of language.

Before any visual design takes place, we develop language to articulate your vision and unique personality to your target audiences. Specifically, your tagline and key messages provide a much-needed consistency in the language you will use to talk about your mission and vision in all of your communications efforts. These elements of your brand are presented and then refined in a collaborative process until completed.


The logo, one of the most recognizable elements of your visual palette, serves as the conceptual doorway to your brand.

T H E D O O R W A Y T O Y O U R B R A N D


What is a Logo?

A logo is an icon and font treatment that, over time, will come to represent your brand in the minds of your key audiences. The logo is identified by shape, color, and content. The logo cannot, on its own, communicate everything about your organization. It can, however, serve as the main identifier of your brand.


Rough IdeasWe begin with good information about the client—who they are, what they believe, and their key messages. Rough sketches provide the starting point and help to generate ideas and develop directions and possible solutions.


Logo Designs – Initial Concepts

What should the Christ Fellowship logo communicate?

Based on a thorough development of the church’s Vision Frame, there were several key concepts that we thought should be communicated either overtly or subtly in the Christ Fellowship logo.

OnenessThe potential of each ONE and the power of ONE-ness is one of the church’s key ideas.

TransformationThe ideas of both life and world transformation are at the heart of Christ Fellowship.

Warm & AccessibleThis may be communicated mostly by color and font choices, but the logo should communicate the warmth and friendly nature of Christ Fellowship.

These are three of the initial concepts that were presented to the client. During the early stages of logo development, all designs are presented in black and white until the final design direction is selected. Since color is such an influential element, we believe it is helpful to show designs in black and white to be able to focus on the design and not be distracted by colors during the early stages.


Logo Refinement and Modification

Logo Defined

combined, forms a pattern/image and represents each one, oneness, and diversity.

creates an outward movement, symbolizing the “grow to go” philosophy.

mark signals a cross.

“ As you find your place at Christ Fellowship, you contribute your unique color and character to the picture God is painting. And through all of us working together as one, the message of His love radiates outward to impact our world.”

Once the basic design direction is selected, there is a multi-phase process of gradual refinement and modification. In addition to the design of the symbol, decisions are made regarding font style, arrangement of the symbol and font, size relationships, the style of symbol, as well as an extensive process of color review and selection.


Logo – Final VersionThe final logo includes two versions—the primary version with a gradient and the secondary version with solid colors. Once the design is finalized, a set of art files are created in several versions, including: two color, one color, grayscale, black and white, and white reverse in various formats for different applications.

Logo Rationale

“Transforming Oneness”Christ Fellowship is “ONE Jesus-centered community that realizes the potential of each transformed ONE.” That idea, along with the phrases “the potential of each ONE” and “the power of ONEness,” led to the mark as a visual expression of the Kingdom Concept. The smaller marks come together to form a larger shape, each one making a significant contribution to the whole (if any of the marks are removed from the logo, it loses its symmetry and strength).

Centered on JesusSubtle but central in the mark is a cross in the white space between the smaller pieces of the logo. The equilateral cross (where both the horizontal and vertical pieces are the same length) has been around as a Christian symbol longer than the cross that has become standard in the last few hundred years. The cross is central to Christ Fellowship, and what our ONEness is centered around.

Impact our World/Grow to Go The circular nature of the logo paired with the shape of the pieces of the outer ring convey an outward movement, similar to the rays of the sun. This is meant to communicate the “Grow to Go” idea that Christ Fellowship, in its essence, focuses outward and takes the love of Christ to impact the community and the world.


The Strategy Icon visually communicates the strategy developed as a part of your Vision Frame, clearly telling people how you go about accomplishing your mission on a regular basis.

T H E R H Y T H M O F W H A T W E D O


Strategy ConceptsNow that the design, direction, and colors of the logo have been approved, it is time to develop the strategy icon. In most cases, the look and feel of the logo provides the launching pad for the design of the strategy icon. Again, the process begins with rough sketches that quickly provide the initial direction and possibilities for development.


Strategy Icon – Initial Designs

The Christ Fellowship strategy is based on two main environments—a one-time assimilation environment and a lifestyle component.

Some of the discussion with Christ Fellowship during this point of the process was continuing to clarify how the elements will fit and work together in their weekly/monthly rhythms.

During this process they determined that although the Journey is a key one-time assimilation piece of their strategy, it would not be included in the final version of the Strategy Icon.

The icons shown here are from the initial Strategy Icon presentation to Christ Fellowship. You can see how all of them maintain the visual style set in the logo, but explore very different ways of illustrating the flow of the strategy. The goal of the Strategy Icon is to create a visual map that helps people in your congregation clearly understand how they should be involved in the ongoing life of the church as you pursue your mission.

GATHER

GROW

JOURNEY

GO


Strategy Icon – Final Designs

The final version of the Strategy Icon focuses on the three main elements of the strategy: Gather, Grow, and Go.

The two main environments are Gather and Grow. On a weekly basis, they encourage everyone to be a part of both a Gather environment and a Grow environment. A Gather environment for them is a weekend service at one of their locations. For Grow environments, Christ Fellowship offers a range of possible options including small groups, support groups, Bible classes, and serving opportunities. They encourage their congregation to find the Grow environment that is right for them.

The final component, which is a lifestyle component, is captured in the word “Go.” Members are reminded consistently that they are supposed to “Grow to Go.” Growing is not something they do just to learn more about God, they Grow with the purpose of Go-ing to impact their world with the love and message of Jesus Christ ... everyone, everyday, everywhere. Gather > Grow > Go.


Specific visual elements are developed and integrated in creative ways to communicate your unique vision and personality.

T H E D E S I G N P H A S E


Graphic IdentityWith the Graphic Identity Design phase, we develop specific elements that more fully flesh out the visual palette that will be used to communicate your vision and personality visually. The elements, shown separately in black and white at first, can be used both individually and in integrated ways to create a consistent, compelling graphic identity for your organization.


Graphic Identity – Visual Elements

These specific graphic elements developed for Christ Fellowship communicate different components of the Christ Fellowship Vision Frame and Brand Identity. Some of the main components that these visual elements communicate are:

life change

transformed ONEs

Throughout the initial presentation, the connection of each of the visual elements to these key components of the Christ Fellowship brand were articulated anddemonstrated. The elements were also combined to show how they could work together.

The elements were refined and further defined through an iterative process with the Christ Fellowship team. Each element was discussed and its usage clearly defined in relationship to the other elements. In addition, revisions were made to the sample designs showing how the elements work together based on continuing feedback.


Graphic Identity – Initial Designs

The Christ Fellowship Graphic Identity uses color, texture, and the shape of a circle to create a consistent visual style. Sometimes the circle is more fully shown and at other times only a curve is visible. Flexibility and creativity with the graphic elements are encouraged and allow room for Christ Fellowship to use them in different ways while still maintaining consistency. While these are not the only elements in the Graphic Identity, they provide the foundation that is present across all communications vehicles.


Your brand is developed in multiple communication applications to model brand integration.

C O M M U N I C A T I N G V I S U A L L Y


Brand DevelopmentIn the Brand Development phase, we apply the elements defined in the Graphic Identity phase to multiple communications pieces. The goal in this phase is to demonstrate how the visual elements should to be applied different communication channels [print (both internal and external pieces), presentation slides, social media, etc.]. We collaborate with you and your team to determine which pieces are the most critical to be designed by our team in this phase.


Brand Development

During Brand Development, the visual brand really comes to life. We define all of the visual elements that will be a part of your brand and demonstrate how they work well together. In addition, during this phase, we make recommendations for color and font palettes. The color palette is based on the colors in the logo, and secondary accent colors are also defined. Fonts, a key element to implementing a unique as well as consistent look and feel, are recommended and intended to be used across all communications pieces.

Christ Fellowship’s primary color palette consists of the three colors found in their logo. The mix of blues and yellow sets a solid visual direction. In addition, after showing several possible options, we settled on the specific texture that would be used as a foundational element for their visual brand. A very specific font treatment was recommended for the tagline “love on” so the tagline always appears in only that font. Finally, we also recommended both serif and sans serif fonts to be used in all of their communications, with the addition of a handwritten font that can be used for headlines or accents. These elements work together to form a unique and consistent expression of Christ Fellowship’s personality and vision.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890




Brand Development

Christ Fellowship’s weekly communications piece is a key element in their communication strategy. In collaboration with their team, we developed three different shell designs that were used to introduce the new visual brand as well as some of the new vision language from their Vision Frame.

Weekly Hilite

Brochure


To be sure your website fully integrates your brand, you’ll receive two hours of consulting with an Auxano branding team member to assess your current website and provide specific suggestions for visual brand alignment.

B R A N D I N T E G R A T I O N O N L I N E


Website Brand IntegrationIncluded in The Works package is two hours of consultation with our branding team to find the best way to integrate your new brand direction into your website. Your website is a key part of your brand expression, especially to people that want to check you out before attending one of your services. Sometimes it is helpful to include your web design and development partner in this consultation (if you use an outside organization for this type of work) to discuss possible approaches for bringing in design elements that do not require a complete redesign. In addition, many times these discussions lead to a phased plan for improving the website and aligning it more closely with the Vision Frame in the navigation and language.


Website Brand Integration

Christ Fellowship had the unique challenge of not only applying their new visual brand to their main website, but they were also launching a microsite related to their new television show. We reviewed the designs for these sites and gave input on how they could more closely align with the new visual direction.

Christ Fellowship was able to redesign the look of their site without rebuilding the entire structure. This approach often works well as a next step after a branding process. They were able to integrate the following design elements from their new brand:

and navigation areas

(moving lines, etc.)

These elements are exactly the same as those that were implemented on their updated print pieces, giving a consistent and compelling visual style to all Christ Fellowship communication.

christfellowship.tv

gochristfellowship.com


One of the most visible and ubiquitous implementations of your brand is in your signage. We provide direction on how your signage should align with your visual brand.

V I S I B L E A N D F U N C T I O N A L


SignageAs a part of your brand development, we make some recommendations on how the visual elements could be used on a functional and important area: signage. An area like signage is a key place to implement your new visual brand because it is seen all over your campus and will either strongly reinforce your brand or work against it.


Signage

We collaborate with you to determine the signage elements that will be most helpful for you to visualize. Although we do not build the designs to be ready for production, we apply the elements of your visual brand to internal environmental items such as: way-finding signs, display areas, posters, environmental graphics, banners, and media slide backgrounds (you can choose up to three for us to design).

Christ Fellowship uses many floor-standing banners to help people find their way to specific events, like their Guest Reception. They wanted a design that kept the personal feel of a photo but clearly directs people to where they need to go. The directional signage shown here is an even simpler implementation of their brand elements that focus more on function than anything else. The fonts, logo, and colors, however, work well together to create a consistent visual expression of the Christ Fellowship brand.

Banner

Directional Signage

Offices

Children

Worship

Administration


Your visual brand is implemented on the standard elements of letterhead, an envelope, and business cards.

S T A N D A R D E L E M E N T S


Business PackageSome of the most functional pieces of your visual brand are the basic elements of letterhead, an envelope, and business card design. By developing pieces that reflect your new logo and a few simple brand elements, we create pieces that strongly reinforce your visual brand.


Business Package

Several options for letterhead, envelope, and business card design are developed based on the direction of your visual brand. One version of each is selected and an iterative process of revisions leads to finalized versions of all pieces. These files can then be sent to a printer for production.

Clean, functional designs were delivered to Christ Fellowship, maximizing the strength of the logo symbol and the tagline. A large watermark of the logo symbol adds interest to the letterhead while also reinforcing the symbol itself. A watermark of the tagline treatment reinforces that key message on the envelope. On the business card, the strong texture element of the Christ Fellowship visual brand was reinforced along with an elegant, centered treatment of the logo. Because of their desire for a unique business card, we recommended a square card that served as a memorable, balanced canvas for the centered logo symbol.

5343 Northlake BlvdPalm Beach Gardens, FL 33418

goChristFellowship.com

November 2, 2011

Mr. Bill Smith123 Oak DrivePalm Beach Gardens, FL 77346

Dear Bill

Lorerosto conse vulla ad eu feugiametum elis digna alit lut del el dolore facillu ptatin vel ip el utpat. Ut loreet, quat. Adiamet, consequat wisl ipismolor sum zzrilit nullamet wiscinc illaore mod modolor secte tatin veleseq uismolesto odignibh eugue vent lan eraessim er sum aut utat alit ut veliquat vullandiamet augue magna cor sum alissim aut verit illaortie consenit ea feugait luptat lamcorem illutem incipis cidunt veraese minibh minis eliquis modiat iriure tatummod et luptat, cor sequiscing er irilit wisim doluptat augiametuer incil endit ip et, quipit loborti onsequipis ea feummodigna ad dolent lamet venim il exer amcommy nit vel ing er ilismolent ut ex eugiamcommy non ea accum qui et incidunt ad tin eraessi.

Wismodi onulla aciliquat ullaortis ea corem ipisisi erci te mod tion eum dolobore min hent iriuscidunt aci blametu mmolore feugiat vercincidunt nulla alisit prat lore tie del euguercipis aci ex estrud dio dionsecte magna augiam, consendrer autpat. Min ut nullaorer sequat augait irillandre dunt il do do dunt ip el eu faccum illa commy nonse tis nulputat. Ut nim eui te magniam nim vullum augue dolortis adignis er in heniam, quisseq uamcore rcidunt et lutat, quam, sent lorperat.An veliquis dolor in henis exer adignim dolore cor si. Iquamco nsecte dolobore min ut prat.

Sincerely,

Cindy BiernatDirector of Communications

Cindy BiernatDirector of [email protected], ext. 3372

GARDENS CAMPUS5343 Northlake BlvdPalm Beach Gardens, FL 33418 goChristFellowship.com


The guidelines document provides your team with the parameters and tools you need for consistent integration of your brand elements in order to deliver a strong, effective visual brand over the long haul.

C O N S I S T E N T A P P L I C A T I O N


Brand GuidelinesThe Brand Guidelines document is your manual for how to use the different elements of your new visual brand. In order to develop strong brand recognition over time, the logo, colors, fonts, and other visual elements must be used consistently within the specific parameters outlined in the Brand Guidelines.


Brand Guidelines

The Brand Guidelines serves as both the toolbox and instruction manual for how to implement your visual brand. It includes specific definitions of colors, recommended fonts, layout and usage of brand elements, and parameters for different applications. This comprehensive, detailed document will answer all of your questions on how to appropriately handle the visual elements that have been developed in the branding process.

The Christ Fellowship logo is comprised of three main colors in the positive version (the version shown on a white background). Each color was specifically defined with its Pantone value for consistency in print, online, and video applications. A different version of the logo was developed in a reversed version (the version for use on black or very dark backgrounds). Every allowable usage of the logo was defined and shown in the guidelines. This is just an example of the level of detail used around one specific element of the visual brand—the logo. The same level of care and attention is applied to all of the graphic elements, resulting in a powerful tool for consistent and effective use of your visual brand.

Avant Garde Medium

Jane Austen

Pantone 292

Pantone 130

Pantone 3025

Gradient: Pantone 3025 – 292

The negative cross shape of the symbol aligns with the letter “t” in Christ and the letter “i” in Fellowship

gradient logo – white with color

gradient logo – white and grayscale

solid logo – white with color

solid logo – white and grayscale

solid white logo

Logo–Tagline

40% Black


We will guide you with strategic direction and design expertise to develop a brand package that will provide you with a palette of visual assets.

B R A N D D E V E L O P M E N T P R O C E S SThe Auxano Design


5343 Northlake BlvdPalm Beach Gardens, FL 33418

goChristFellowship.com

November 2, 2011

Mr. Bill Smith123 Oak DrivePalm Beach Gardens, FL 77346

Dear Bill

Lorerosto conse vulla ad eu feugiametum elis digna alit lut del el dolore facillu ptatin vel ip el utpat. Ut loreet, quat. Adiamet, consequat wisl ipismolor sum zzrilit nullamet wiscinc illaore mod modolor secte tatin veleseq uismolesto odignibh eugue vent lan eraessim er sum aut utat alit ut veliquat vullandiamet augue magna cor sum alissim aut verit illaortie consenit ea feugait luptat lamcorem illutem incipis cidunt veraese minibh minis eliquis modiat iriure tatummod et luptat, cor sequiscing er irilit wisim doluptat augiametuer incil endit ip et, quipit loborti onsequipis ea feummodigna ad dolent lamet venim il exer amcommy nit vel ing er ilismolent ut ex eugiamcommy non ea accum qui et incidunt ad tin eraessi.

Wismodi onulla aciliquat ullaortis ea corem ipisisi erci te mod tion eum dolobore min hent iriuscidunt aci blametu mmolore feugiat vercincidunt nulla alisit prat lore tie del euguercipis aci ex estrud dio dionsecte magna augiam, consendrer autpat. Min ut nullaorer sequat augait irillandre dunt il do do dunt ip el eu faccum illa commy nonse tis nulputat. Ut nim eui te magniam nim vullum augue dolortis adignis er in heniam, quisseq uamcore rcidunt et lutat, quam, sent lorperat.An veliquis dolor in henis exer adignim dolore cor si. Iquamco nsecte dolobore min ut prat.

Sincerely,

Cindy BiernatDirector of Communications

Cindy BiernatDirector of [email protected], ext. 3372

GARDENS CAMPUS5343 Northlake BlvdPalm Beach Gardens, FL 33418 goChristFellowship.com

Offices

Children

Worship

Administration


The Auxano Design Brand Development Process

The Basics

The Works


C O M M U N I C A T I N G V I S I O N


auxano.com

COMMUNICATING VISION

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