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This brand guide describes how each element of Calvary Memorial Church’s visual identity—its logo, lockup, color, typography, etc.—is designed to present a cohesive brand.
All of the elements outlined below are included for download and use in a variety of formats.
Logos
The logo is the primary element of the Calvary Memorial Church brand identity. It can be applied on its own or in tandem with the logotype across brand materials.
Logo
A white logo may be used on backgrounds that will provide high contrast; e.g. relatively uniform color fields and non-busy photos or images.
Alternate color ways of the logo within the brand color palette may be applied in expressive settings at the user’s discretion.
It’s okay to superimpose the logo on photos, but avoid doing so on images that won’t provide clear contrast.
Only the main multicolor logo should be used in brand applications—avoid using other color combinations within the logo.
Primary Lockup (Stacked)
This lockup of the logo and accompanying type is the main brand asset. This lockup should be used whenever possible, especially when using only one piece of the brand identity—for example, when the lockup appears in a third-party setting alongside other organizations’ logos.
primary lockup
Solid color versions of the lockup within the brand color palette may be used in expressive settings at a designer’s discretion.
Two-color combinations of the logo and logotype should be avoided. Always apply the lockup in one color or in the standard multicolor version.
The horizontal lockup should always feature the logo on the left and the logotype on the right—avoid reorienting these elements.
In the primary stacked lockup, the logotype is left-aligned. Avoid center-aligning the logotype in this horizontal orientation.
Avoid shrinking or enlarging the relative proportions of the logo and logotype to create a new version of the lockup.
Avoid changing the typesetting next to the logo to create a new version of the lockup. Always use the logotype as designed.
Secondary Lockup (Horizontal)
This lockup of the logo and accompanying type is an additional brand asset. This lockup can be used whenever appropriate, especially when using only one piece of the brand identity.
secondary lockup
Always aim to apply the lockups on backgrounds that will provide contrast—for example, relatively uniform color fields and non-busy images.
Two-color combinations of the logo and logotype should be avoided. Always apply the lockup in one color so that the logo and logotype match.
The secondary lockup should always feature the logo to the left of the logotype. The logo and logotype should not be rearranged to create a different lockup.
In the secondary lockup, the logotype exists on a single line. Avoid stacking the logotype to create a different lockup.
Avoid shrinking or enlarging the relative proportions of the logo and logotype to create a new version of the lockup.
Avoid changing the typesetting next to the logo to create a new version of the lockup. Always use the logotype as designed.