The 635 Brand Guide

BRAND
GUIDE

TIME TO COME
TOGETHER

The 635 is the rallying point for every
young adult disciple in Dallas. It is the
underground Church, the haven for the
rabble rousers, the thought leaders, and
the upstarts who dare to believe that God
is calling them to change the world.
During his life, Jesus was undefinable. He
was wise but was more than a scholar, a
preacher, but also a healer, a revolutionary,
but not a rebel.
We believe that if we want people to see
Jesus in the Catholic Church of Dallas,
each one of us needs to become undefinable
ourselves.
We believe that the Holy Spirit is blowing
through the Church in Dallas with the
winds of revival, but in order for that
revival to happen, we need to be transformed
as disciples and as a Church.

OGOS &
CONOGRAPHY

MEANING
The logo takes its circular motifs from
highway 635, the loop that encircles the city
of Dallas. We believe that the Holy Spirit
is moving the Church in Dallas towards
a deeper unity and a wider mission because
only a unified church can heal a divided city.
The 635 loop symbolically reflects both the
unity and the mission to which it’s called.

LOGO
The logo exists in two versions: negative and positive space.
Each version is to be chosen with maximal legibility in mind.
To preserve the clear display of the logo, always keep
a margin around the logo. The minimal margin size is
the diameter of the first circle inside the 6.
The logo and its elements cannot under any circumstance
be edited, chopped, skewed, or distorted in any way.

TEXTURES
Because of the symbology behind the logo’s
textures, these play an important role in the
brand’s look.
The logo’s heavy textured look gives the brand
an opportunity to play with it as a graphic element
to provide a subtle brand reminder and a
distrinctive look.
Be careful, however, to use textures too close to
where the logo is already placed. This may
create unwanted visual competition.

The “635” without its square frame can therefore
be used as a texture. It is never to be used
instead of the logo, but can be rescaled at will
to support design.
Textures must only be in black and white, and
should be used sparingly and making sure they
don’t conflict with the messaging and the rest
of the design.

LOGO AND ICON SUMMARY
The logo comes in black and white versions,
with negative and positive space alternatives.
When picking a version, legibility should dictate
your choice.

POSITIVE
POSITIVE
NEGATIVE
NEGATIVE

OLORS &
YPOGRAPHY

PALETTE
Blue and Rose are the two colors that distinguish
The 635 brand, as a nod to the Texas flag.
These two colors are complemented with darker
and lighter tones to support design.
The palette is then combined with black and
white textures. Black and white plays, indeed,
a prominent role in the look of the brand.
The overall palette follows a muted look with a
few sprinkles of saturation to guide the eye.
When combining, always keep in mind how
the colors contrast with each other to make
sure whatever’s represented is legible.
Avoid using colored text outside of headlines
or short sentences.

BLACKBERRY
CMYK 96.47.18.51
RGB 0.30.37
Pantone 2965 U/UP
HEX #001E25
CRANBERRY
CMYK 12.88.67.34
RGB 60.0.0
Pantone 202 U/UP
HEX #3C0000
BLUE
CMYK 99.10.14.39
RGB 26.84.93
Pantone 308 U/UP
HEX #1A545D
ROSE
CMYK 0.96.80.0
RGB 223.60.75
Pantone 199 U/UP
HEX #DF3C4B
LIGHT BLUE
CMYK 45.12.3.3
RGB 103.158.178
Pantone 3577 U/UP
HEX #679EB2
LIGHT ROSE
CMYK 0.39.11.0
RGB 234.139.129
Pantone 700 U/UP
HEX #EA8B81
BLUE WHITE
CMYK 32.4.1.0
RGB 194.232.251
Pantone 277 U/UP
HEX #C2E8FB
CREAM WHITE
CMYK 2.0.33.0
RGB 251.247.188
Pantone 607 U/UP
HEX #FBF7BC

PHOTOGRAPHY
The 635 centers around Dallas. The city’s iconic
skyline, infrastructure and architecture, along
with its people, are central and should therefore
be portrayed prominently in the photography.
The look of the photography should be high contrast,
muted. In subjects, look for a human, urban,
genuine, textured, raw, young feel. Desaturated
tones can be used for a fresh lively mood, black
and white for an edgy and revolutionary one.
When choosing photography, avoid pieces that
look heavily edited and/or evidently like stock
imagery. The quality should stay high, and its
style in any design should be consistent
throughout the piece.
If looking for stock images, we recommend
looking first into the already well curated free
options at www.unsplash.com or www.pexels.com.

If combining text and photography,
legibility comes first. The background
image must not compete with the
text in hue, saturation, nor lightness.
Turning down the opacity, contrast
and luminosity of the image can help
achieve this.

YPOGRAPHY &
IERARCHY

PRIMARY TYPEFACE: GOTHAM
Use Gotham bold for sub-heads
Gotham is a geometric sans-serif digital typeface
designed by Tobias Frere-Jones in 2000.
From the American vernacular that inspired it, Gotham
inherited an honest tone that’s assertive, friendly and
confident: a great match for The 635.
To add some contrast and hierarchy, Akzidenz-Grotesk BQ
Condensed all caps is the brand’s choice for headlines.
Note: Gotham is always used for sub-heads.

SECONDARY TYPEFACE: GEORGIA
Use Gotham bold for sub-heads
Georgia is a transitional serif typeface designed by Morris
Fuller Benton in 1919. Because this typeface has become
synonym with readability, it is a better font to use in
longer bodies of text, like contracts or articles.
If the design at hand will have more than six sentences in
a body of text, Georgia is a good alternative to pick. It is
also a good option to break monotony in design by using it
in short introductions and quotations. Outside of that
scenario, however, use Gotham.
Note: It’s important to keep in mind that Georgia is a
smaller font than Gotham. If the two are combined, Georgia
needs to compensate in point sizes to look the same
size as Gotham.

HIERARCHY
Effective communication relies heavily on hierarchy so readers can
find information and know in which order to read it. The following
are hierarchy levels that are relative to each other, to keep in mind
when designing:
LEVEL USE TYPE SIZE FONT LEADING
L1 or H1
Headlines,
key elements
Print: 36
Desktop: 48
Mobile: 32
All caps, colored:
Akzidenz Grotesk
BQ Condensed
100% of size
L2 or H2
Sub-heads Print: 24–18
Desktop: 28–36
Mobile: 22–26
Gotham Bold,
colored
125% of size
L3 or H3
Short
introductions
Print: 14
Desktop: 18
Mobile: 18
Italics: Gotham
or Georgia
150% of size
L4 or
Body
Body copy,
content
Print: 12
Desktop: 16
Mobile: 14–16
Book: Gotham
or Georgia
150% of size
L5
Footnotes,
captions,
sources, etc.
Print: 8
Desktop: 10
Mobile: 8
Gotham
or Georgia
150% of size

L1: 36px Akzidenz Grotesk
BQ Condensed headline
L2: 18px Gotham Bold sub-head
WHY THE 635?
Unity in Prayer and in Mission
L3: 14px Georgia Italic intro
The Holy Spirit first rushed into the Church when
the disciples all came together to pray in one place.
L4: 12px Gotham Book body
The 635 exists to penetrate the closed gates of our
hearts, breathe life into our community & awaken
within us a passion to see the kingdom come in
Dallas. Our cause of The 635 is to bring the disciples
of Dallas* into one place, literally and metaphorically.
L5: 9px Georgia Italic foot-note
*Young professionals in the area.

BRANDING + DESIGN
DanielaMadriz.com
SherwoodFellows.com