Follow this framework to ensure consistent use of the Lead Like Jesus brand elements. This document provides information and sets the standards for using Lead Like Jesus logos, typography, and other design elements in marketing, packaging, and online communications.
OUR IDENTITY STANDARDS
Brand +
Messaging
Guide
OVERVIEW
The purpose of this guide is to clearly and consistently communicate the Lead Like Jesus brand.
THE MARK
The Lead Like Jesus logo should be used consistently and clearly in all instances. Clear space minimum is the height of the capital “J” in Jesus around the full mark.
The “LLJ” minimal marks can be used when brand awareness is high or there is more context to the full brand name.
Place the logo on solid colors or simple backgrounds (images). Never add a drop shadow or place text or imagery on top of the logo. Always use the exact logos and colors specified here.
COLORS
Colors matter. The colors that represent Lead Like Jesus are teal, gray, and white – with a secondary palette of navy blue, red, yellow, and green.
Use gradients, tints, and shades to bring added depth and interest to each of the colors.
PRIMARY
Teal
–
#009dab
R0 G157 B171
C80 M19 Y32 K0
Cool Grey
–
#374040
R55 G64 B64
C73 M59 Y60 K48
Dark Gray
–
#1c2121
R28 G33 B33
C75 M65 Y65 K73
White
–
#ffffff
R255 G255 B255
C0 M0 Y0 K0
SECONDARY + GRADIENTS
Light Red
–
#cc375b
R204 G55 B91
C15 M93 Y53 K2
Yellow
–
#f2b11c
R242 G177 B28
C4 M32 Y100 K0
Navy Blue
–
#172c4e
R23 G44 B78
C98 M85 Y42 K39
Green
–
#00af4d
R0 G175 B77
C84 M0 Y100 K0
TYPOGRAPHY
This font family should be used consistently across all communications. You can access them in the Downloads section below.
Roboto should be used for headlines, subheads, and body copy while script fonts can be used in spaces where a name or story is being told.
Headlines + Subheads + Body Copy
Roboto Black
Roboto Bold
Roboto Medium
Roboto Regular
Roboto Light
Roboto Thin
Script + Handwriting for Stories
Alternative font for internal documents and email: Arial
Serif font option, when necessary: Cormorant Garamound
MESSAGING
Consistent messaging ensures everyone is on the same page on how to communicate both internally and externally.
OUR VISION
Someday everyone, everywhere will be impacted by someone who leads like Jesus.
OUR MISSION
Glorifying God by inspiring and equipping people to lead like Jesus.
OUR METHOD
Leadership starts on the inside – heart, head, hands, habits.
BRAND ROADMAP
Our roadmap is simply an overview of how all of our key brand messages work together to accomplish our mission.
Photography + Film
Every photo we use tells a story. The right image or film can quickly capture the essence of the story, express a mood, or share a powerful idea.
BEST PRACTICES
- Shoot both wide and tight, vertical and horizontal.
- Look for an emotional connection. People over products.
- Highlight specific stories and examples of servant leadership
- Show global imagery; not neglecting North America
- Use a monochromatic image color treatment on images for emphasis
- Focus on both the journey + the outcome
- Show each phase in your discipleship pathway
- Seek to visualize your mission and vision
- Include shots with empty space for text.
- Shoot during all times of day (morning, afternoon, evening).
BRINGING IT ALL TOGETHER
When the logomark, messaging, typography, colors, and imagery are used in unison it creates a beautiful and cohesive brand experience.
Use the halftone pattern to represent multiplication and growth while also adding depth and consistency across marketing materials.
