bayside_design resource guide
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BAYSIDE CHURCH<br />
Design Resource Guide<br />
<strong>resource</strong>s.<strong>bayside</strong>online.com<br />
1<br />
Bayside Communications | updated February 2018
GUIDELINES<br />
Welcome<br />
We believe in reaching people and<br />
connecting them to God and the Church.<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
This <strong>guide</strong> establishes the voice and look of the<br />
Bayside brand. Presenting ourselves clearly and<br />
consistently is crucial to our effectiveness. Here,<br />
you’ll find principles and standards that help our<br />
staff, volunteers, and contractors communicate our<br />
mission and personality so the name of Bayside is<br />
trusted and recognizable!<br />
Goals<br />
1. To define Bayside’s mission,<br />
culture and personality.<br />
2. To define standards for the<br />
Bayside visual identity.<br />
3. To give examples of our<br />
photography style and<br />
implementation.<br />
4. To get you started with your<br />
marketing strategies.<br />
2
SIGNATURE<br />
Primary Signatures<br />
The primary Bayside signature may be used with or without the ‘Church’ identifier. The Bayside signature without<br />
the ‘Church’ identifier is the most commonly used option. Alternatively, the ‘Bayside Church’ signature is an ideal option<br />
when advertising externally in mass media, or in communities where Bayside Church isn’t well-known. (For example, on<br />
a billboard in San Francisco).<br />
The placement and scale of the identifier should be centered proportionately within the baseline of the signature and decender of the letter ‘y’.<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Baseline<br />
Descender<br />
Baseline<br />
Gotham Bold<br />
Descender<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
• most commonly used option • ideal option when advertising externally in<br />
mass media<br />
• communities where Bayside Church<br />
isn’t well-known. (For example, on a billboard<br />
in San Francisco).<br />
Contact<br />
Vendors<br />
3
CLEAR SPACE & SCALE<br />
Clear Space<br />
Our brandmark signature is our most valuable asset.<br />
It provides brand recognition and should be used<br />
correctly to ensure it has room to breathe.<br />
For the Bayside signature to communicate effectively,<br />
it should not be crowded or overwhelmed by any other<br />
elements. “Clear Space” refers to the area surrounding<br />
the brandmark that should be kept free from visual<br />
distraction. It is equal to the width of the capital<br />
letter ‘B’ surrounding the signature at the furthest<br />
point of each side.<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Scale<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
The brandmark must be<br />
used at a size no smaller<br />
than .25 inches in height.<br />
The Bayside brandmark signature may be enlarged<br />
or reduced in size as required. The minimum size<br />
<strong>guide</strong>line of any signature is often to make sure<br />
the signature is readable. Follow these minimum<br />
size parameters to ensure that our brandmark<br />
communicates effectively.<br />
There will be no enlargement restrictions<br />
except that this application should be<br />
reserved for specialty purposes.<br />
4
USAGE<br />
No-no’s<br />
x<br />
x<br />
Do not apply an outline to the Bayside<br />
signature or use old versions.<br />
Do not use old symbols, old taglines or<br />
old versions of the signature.<br />
Guidelines<br />
Signature<br />
To maintain consistency throughout our identity<br />
application it is essential that the brandmark is<br />
never altered in any way.<br />
x<br />
x<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Please keep in mind that the integrity of the<br />
Bayside brand is diminished when the brandmark<br />
is used incorrectly. It is essential that the<br />
brandmark is always reproduced from the master<br />
artwork available at:<br />
Do not use chevrons or apply “thrive”<br />
tagline to the Bayside signature.<br />
x<br />
Do not create a badge, apply gadients or<br />
texture to any part of the signature.<br />
x<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
Do not stretch, skew or alter<br />
the Bayside signature.<br />
Do not pluralize, use unapproved fonts<br />
or alter the Bayside signature<br />
5
USAGE<br />
Campus Signatures<br />
Campus signatures may be used only when referring to events unique to your specific campus.<br />
(example: Pancake Breakfast at Bayside San Francisco, Service times at Bayside Los Angeles, Drop off donations at Bayside Manhattan).<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
Campus signatures should follow the same <strong>guide</strong>lines as the primary signature<br />
in terms of ‘identifier’ placement and scale.<br />
6
USAGE<br />
Ministry Logos<br />
Horizontal Lockup<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
7
USAGE<br />
Ministry Logos / No-no’s<br />
Campus signatures should not be added to any ministry logos. When using the ministry logo, the “Bayside” signature should be used<br />
at all times.<br />
x<br />
x<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
x<br />
x<br />
x<br />
x<br />
8
FILE TYPES:<br />
WHICH FILE TYPE SHOULD I USE?<br />
PDF<br />
PNG<br />
commonly used for: print materials, apparel<br />
commonly used for: web or digital application<br />
(i.e. email signatures, social media, websites).<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
• vector (line illustration) file<br />
• small file size<br />
• will maintain quality (i.e. crisp edges)<br />
when scaled<br />
• editable in Adobe Illustrator<br />
• handy for transferring files, because they’re<br />
viewable regardless of software, hardware or<br />
operating system (most common file type to<br />
send to outside vendors that print apparel,<br />
decals, etc).<br />
• image file<br />
• small file size<br />
• transparent background makes it ideal to<br />
place over images<br />
• may lose quality when scaled drastically<br />
9
IDD<br />
COLOR<br />
The Bayside signature is restricted to a grayscale color palette. This allows it to be flexible when used in conjunction with photography.<br />
The most important rule is to allow sufficient contrast for the signature to be prominent and legible.<br />
A<br />
B<br />
C<br />
Guidelines<br />
White signature on dark colored background Black signature on light colored background White signature on photographic background<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
Bayside Blue<br />
C 73<br />
M 13<br />
Y 4<br />
K 0<br />
#00aada<br />
Gradient for Campus Signage<br />
C 36<br />
M 0<br />
Y 12<br />
K 0<br />
C 95<br />
M 69<br />
Y 53<br />
K 55<br />
10
TYPOGRAPHY<br />
Gotham<br />
GOTHAM THIN<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
GOTHAM MEDIUM<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
GOTHAM EXTRA LIGHT<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
GOTHAM LIGHT<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
GOTHAM BOOK<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
For circumstances where Gotham is<br />
not available, please use Helvetica<br />
as an alternate.<br />
GOTHAM BOLD<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
GOTHAM BLACK<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
GOTHAM ULTRA<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
1234567890!@#$%^&*()_+?{}|\<br />
11
E-MAIL SIGNATURE<br />
James Doe<br />
Bayside Kids<br />
Director<br />
Bayside | San Francisco Campus<br />
123 Anywhere St., Ste 100<br />
City, State, 91234<br />
office<br />
mobile<br />
(123) 456-7890<br />
(000) 123-4567<br />
Web: <strong>bayside</strong>online.com<br />
Facebook : <strong>bayside</strong>kids<br />
Name & Title<br />
Department<br />
Campus Name<br />
Office Address<br />
Phone # 1<br />
Alternate Phone #<br />
Website and<br />
social media<br />
To reinforce brand consistentency at all touchpoints<br />
we are suggesting that all email signatures use the<br />
same formatting. A custom HTML signature has been<br />
created for all staff members and has been formatted<br />
to look like that shown on the left.<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
James Doe Director<br />
Bayside Kids<br />
Bayside | San Francisco Campus<br />
123 Anywhere St., Ste 100<br />
City, State, 91234<br />
office (123) 456-7890<br />
mobile (000) 123-4567<br />
Web: <strong>bayside</strong>online.com<br />
Facebook : <strong>bayside</strong>kids<br />
12
PHOTOGRAPHY + PROMOTIONAL MATERIAL<br />
All images in Bayside<br />
communications should express the<br />
quality and diversity that is inherent<br />
in the brand by illustrating a specific<br />
ministry, scene, mood or spiritual<br />
process. The most impactful<br />
imagery captures an authentic<br />
moment and tells a story.<br />
Bayside staff may download<br />
official photos from:<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Color<br />
<strong>bayside</strong>photoweb.smugmug.com<br />
for internal access only; please do not share.<br />
Please DO NOT alter these images,<br />
as they’ve already been edited to<br />
fit the Bayside brand. (This includes<br />
applying instagram filters)<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
If custom photography is not<br />
available you may source images<br />
from the following approved FREE<br />
stock photography site:<br />
www.unsplash.com<br />
13
SOCIAL MEDIA<br />
The Approach<br />
Social Media is one of the fastest growing, most cost-effective<br />
tools available to reach the unreached. Someone might never<br />
want to step foot in a church, but through social media they<br />
can have a touch and connection with Bayside. We also reach<br />
thousands across the world through online sermons, articles,<br />
stories, and more!<br />
In the noisy world of social media, we seek to stand out by<br />
• We share stories.<br />
• We share faces and emotion.<br />
• We share quality- high quality photos and <strong>design</strong>.<br />
• We develop connections through fast response<br />
times, asking for prayer and getting people<br />
connected.<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Iconography<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Vendors<br />
providing meaningful story-driven content that will resonate<br />
with people, rather than competing with loud, ad-campaign<br />
style marketing.<br />
How do we do that? By developing connections to the story of<br />
Bayside and the heart behind it, so people become attached the<br />
church at its core. We learn about our audiences, and provide<br />
content that addresses their felt needs and questions.<br />
Guidelines:<br />
• If a photo has graphic <strong>design</strong>, the<br />
Bayside logo should be with it.<br />
• Photos with no graphic <strong>design</strong> should<br />
remain clear and unedited, without a<br />
logo.<br />
14
THINGS TO PAY ATTENTION TO:<br />
SOCIAL MEDIA<br />
Content<br />
WHAT SHOULD WE BE POSTING? WHEN?<br />
AND HOW OFTEN?<br />
• What types of posts are people most responsive<br />
to? Videos? Photos? Testimonials? Articles?<br />
• How are they engaging? Are they simply “liking”<br />
We get these questions a lot, and so do the pros! Do a quick<br />
Google search and you’ll find that there are varying opinions, and<br />
most will say “it depends.” The simplest answer is: post as often<br />
as you have engaging, useful or entertaining content to share.<br />
The more detailed answer is: adhere to your own best tests and<br />
analysis of your social media engagement to shape your strategy<br />
for best success.<br />
these posts, are they sharing the posts, tagging their<br />
friends, or are they interacting with comments?<br />
• When are they most active? First thing in the<br />
morning? During their lunch breaks? Or do they<br />
engage more in social media in the evening after<br />
work?<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Iconography<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
15<br />
Understanding your audience and what<br />
truly resonates with them is vital to creating<br />
content that will have the most impact.<br />
• Facebook vs. Instagram: Know your audience and<br />
your platforms.<br />
Facebook is where content can quickly go viral:<br />
it’s easy for users to share content such as videos,<br />
articles, etc. Generally speaking, the Facebook<br />
audience is older adults who value connecting and<br />
interacting with their friends daily.<br />
Instagram, on the other hand, is an ideal platform for<br />
users to view captivating photos with very minimal<br />
text. In addition, the increasingly popular Instagram<br />
“story” feature is a great tool to show “reportive”<br />
types of videos and photos that stay online for just<br />
24 hours. This allows the user to experience your<br />
story alongside you, without putting too much<br />
pressure on you to create “perfect” content. The<br />
Instagram audience tends to be a popular platform<br />
with the next generation of teens and millennials,<br />
and also the go-to platform for trending hashtags.
RECOMMENDED BEST PRACTICES:<br />
SOCIAL MEDIA<br />
Scheduling<br />
SCHEDULING YOUR SOCIAL MEDIA POSTS<br />
As we’ve mentioned before, a successful social media platform<br />
has consistent, frequent, and valuable content. This involves a<br />
thorough planning, but it doesn’t have to be overwhelming.<br />
• Post consistently and frequently. We recommend at<br />
least posting once a day, and a minimum of 4 times<br />
a week.<br />
• Choose a “staple” update: a single type that will<br />
1. You can simply start by laying out your daily content in a<br />
make up the majority of your shares.<br />
Google or Excel spreadsheet:<br />
• Create a 4:1 ratio of sharing: for every four “staple”<br />
MON TUES WED THURS FRI SAT SUN<br />
updates, publish one different type for variety.<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
FACEBOOK<br />
INSTAGRAM<br />
video:<br />
weekend<br />
sermon<br />
quote<br />
photo from<br />
weekend<br />
service<br />
article:<br />
Bayside<br />
blog<br />
photo:<br />
story of a<br />
baptism<br />
video:<br />
<strong>bayside</strong><br />
groups<br />
graphic:<br />
encouraging<br />
scripture<br />
article:<br />
Bayside<br />
blog<br />
photo:<br />
feature a<br />
small group<br />
tag a friend<br />
you’re<br />
bringing<br />
photo:<br />
feature a<br />
volunteer<br />
2. Create/gather content, and write your captions.<br />
contest:<br />
giveaway<br />
10 books<br />
photo:<br />
guests<br />
being<br />
welcomed<br />
photo:<br />
guests at<br />
<strong>bayside</strong><br />
cafe<br />
instastory:<br />
growth track<br />
graduation<br />
• Create a 1:4 ratio of value: for every 1 photo that<br />
“ASKS” something OF your audience, publish 4 that<br />
“GIVES” something TO your audience.<br />
• Use hashtags wisely: Before you begin using a<br />
hashtag, do a quick search to ensure the feed isn’t<br />
overused, and that content is church-appropriate.<br />
When you create a new hashtag, do so with a<br />
Iconography<br />
Color<br />
Typography<br />
3. Pre-schedule them to auto-post using social media<br />
scheduling tools:<br />
purpose, and use it consistently so it doesn’t sit<br />
empty. In general, you can use #<strong>bayside</strong>church and<br />
one for your campus, like #<strong>bayside</strong>sanfrancisco.<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
USEFUL SCHEDULING TOOLS<br />
• FACEBOOK BUSINESS PAGE allows you to create a post<br />
then hit “schedule” instead of “post”<br />
• GRUM.CO instagram post scheduler<br />
• BUFFER.COM social media management (fb/twitter/instagram<br />
In addition, there are times your strategy calls<br />
to use existing hashtags with a broad audience.<br />
For example, if you’re showcasing local outreach,<br />
you may tag the city it takes place in, so the<br />
community can see it (i.e. #rocklin #roseville<br />
#midtownsacramento)<br />
16
QUESTIONS TO ANSWER<br />
BEFORE YOU BEGIN THE PROCESS:<br />
MARKETING STRATEGY<br />
Formulate your marketing “mix”<br />
• Clearly describe the event or project in one<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Iconography<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
Before <strong>design</strong>ing any of your marketing pieces, or beginning<br />
your campaign, think through some key questions to formulate<br />
your approach.<br />
As Bayside Church, we’re primarily speaking to members of our<br />
congregation, and also the local community who may not all be<br />
church-goers. We should first consider “meeting them” where<br />
they are, so our message has maximum impact. Communicating<br />
clearly and capturing your audience’s interest is key to your<br />
campaign’s success.<br />
We have a set of questions to get the creative ball rolling.<br />
From there, you can strategically determine the best “marketing<br />
mix” (mediums, platforms, language, and the “look and feel”)<br />
for your campaign before you begin the <strong>design</strong> process.<br />
View your marketing campaign through<br />
the eyes of your audience. Is it clear and<br />
captivating to them?<br />
sentence. If you can’t describe it, neither can anyone<br />
else!<br />
• Who is the intended audience? (For example, men,<br />
women, college students, parents of toddler-aged<br />
children, etc.)<br />
• Why should someone care about this event or<br />
project? What is the cause, the story, the value?<br />
• What is your call to action? (Ultimately, what do you<br />
want them to do after viewing this marketing piece?<br />
Register? Attend? Donate? Pray? Spread the word?)<br />
• What are 3 adjectives to describe the desired<br />
“look and feel?” (For example, “colorful, youthful,<br />
geometric” / “feminine, nature-inspired, bohemian”<br />
/ “upscale, modern, bold”)<br />
• What is your marketing budget? $100? $1000?<br />
• What are the final logistic details? Event<br />
size, location, date and time, etc. It may seem<br />
insignificant to the <strong>design</strong>, but these can help inspire<br />
a <strong>design</strong> and strategy (for example: the physical<br />
location, the season, and cross-promotion or<br />
competition with other events taking place around<br />
that time).<br />
17
PROMOTIONAL MEDIUMS AND PLATFORMS<br />
Here are some mediums and platforms for your consideration:<br />
LARGE FORMAT<br />
signs (a-frame, stanchions, tables)<br />
yard signs with stakes<br />
vinyl banners<br />
PRESS<br />
Handcards (Welcome Packet inserts)<br />
8.5x11 posters<br />
postcards and mailers<br />
DIGITAL<br />
email marketing campaigns<br />
facebook<br />
instagram / instagram stories<br />
Guidelines<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
File Types<br />
Iconography<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
booklets<br />
After you’ve formulated your marketing mix, you may<br />
submit a request to the Bayside Communications Team<br />
for any of the above promotional pieces using the<br />
Jafar online ticketing system at www.jafar.com.<br />
website (<strong>bayside</strong>online.com)<br />
slides<br />
videos<br />
photo shoots<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
We’re happy to consider your request after prioritizing Groups, Growth Track, all-campus projects, and anything pertaining to weekend<br />
worship services. Otherwise, we’ll gladly provide a list of referrals to outside <strong>design</strong>ers that you can hire who understand the <strong>guide</strong>lines and<br />
specifications mentioned in this brief.<br />
18
CONTACT US<br />
Our Communications Team is here to help!<br />
Bri Lynaugh, Production Manager<br />
Kira Bautista, Art Director<br />
Robi Quick, Video Content Manager<br />
bri.lynaugh@<strong>bayside</strong>online.com<br />
kira.bautista@<strong>bayside</strong>online.com<br />
robiq@<strong>bayside</strong>online.com<br />
Bri coordinates logistics for all<br />
Kira oversees the team that produces<br />
Robi oversees the video team that<br />
Communication projects. Contact<br />
graphic <strong>design</strong>, photography, and social<br />
produces creative content for<br />
Bri to begin your project, or if<br />
media content. Contact Kira for help<br />
weekend services and social media.<br />
Guidelines<br />
you have questions regarding<br />
with art direction, generating<br />
Contact Robi directly to request<br />
Signature<br />
Clear Space & Scale<br />
Usage<br />
procedures, deadlines, production<br />
workflow, referrals to outside<br />
vendors, or submitting ticket<br />
requests.<br />
creative promotional concepts, or<br />
questions about the visual brand.<br />
video coverage, or to generate video<br />
ideas<br />
File Types<br />
Iconography<br />
Color<br />
Typography<br />
Email Signature<br />
Photos<br />
Social Media<br />
Marketing Strategy<br />
Contact<br />
Vendors<br />
19
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