Calvary Church
1200 Roosevelt Rd
St. Cloud, MN 56301
Sunday Gathering: 10:30 a.m.
There's a nagging temptation to always be fresh and try lots of different, new styles in order to keep the brand from feeling "tired" or boring. But don't forget—people are bombarded with hundreds of ads a day. It's more important for our brand to be recognizable than original. This is achieved through stylistic consistency.
By paring down the different visual tools in our brand system, our designs will all feel like "Calvary," even if they vary from design to design (and across different mediums). These are the key brand elements we propose using to make the designs feel on brand:
Brand Colors
Helvetica Neue/Now Font (or similar)
Photography
Diamond Shape
That being said, there are a handful of colors that we would still consider "brand colors." These color infer different aspects of the Calvary brand. For instance, the violet color is reminiscent of the stage backdrop in the auditorium. The gold color is recognizable for its historical use. The red is used in Calvary Kids. If all else fails, default to these colors.
Warm Black
#25272a
Off White
#F6F5F4
Backdrop Violet
#5853EC
Darker Violet
#4A30DA
Gold
#e2a425
Kids Red
#E05858
Mint Green
#b1d9d3
Whole Story Blue
#2d51b5
The Calvary brand uses system fonts that come standard to every Mac or PC. They're also used in the Church Center / Planning Center app and the website, so they make extra sense to use for the brand for consistency.
We recommend using a combination of "Medium" and "Regular" weights for all these fonts.
Beautiful, free stock photos gifted by a generous community of photographers.
A wide variety of public domain visuals, including historical photos and illustrations.
You can rely on the right photo to capture the desired tone. The choice of font doesn't need to do that. You can also use color to reinforce the vibe you're going for: For instance, green can help make something feel more fresh or spring-like.
You can rely on your choice of words to add interest or grab attention—after all, there are no visuals to compete or get in the way. Most of the time, though, you don't need to worry about being clever. Communicating clearly and succinctly is most valuable.
Try it as a background shape behind text, as an outline, as a callout, a bullet point… experiment with it.
For example, you can try slight deviations like combining fonts in the headline—as long as the brand font is still present to keep the visual consistency.
Calvary Church
1200 Roosevelt Rd
St. Cloud, MN 56301
Sunday Gathering: 10:30 a.m.