Alpha Brand And Usage Guidelines

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Alpha Brand and Usage Guidelines Alpha Invitation 17–18 // Alpha Film Series // Alpha Youth Series One Alpha, Many Contexts. Wherever you are in the world, a person’s experience of Alpha’s brand should be the same. Alpha has one single identity visually represented by a question mark logo. When we apply the branding consistently, there is less confusion and more recognition. This document includes usage guidelines for our 2017/18 invitation resources as well as the promotional material of our Alpha products. Feel free to use this as a guide for how to best adapt them for your contexts. What is my role if I use the Alpha branding? We consider anyone using the Alpha brand identity to be a brand guardian, responsible for protecting the integrity of Alpha through brand application, as laid out in these guidelines. Please contact your National Alpha Office with any questions you might have about our branding: alpha.org/global Alpha Brand and Usage Guidelines June 2017 1

LOGO COLOUR The logo colour is red. If we are to build strong recognition of the Alpha logo around the world, we recommend the use of the same red wherever possible. We recommend setting the red to 95 per cent opacity when applied over images. Print Coated paper CMYK Pantone 485 C C0 M95 Y100 K0 Screen RGB HEX# R228 G35 B18 e42312 THE ALPHA LOGO & LOGO ISOLATION AREA The Alpha logo brings to life our central brand-positioning statement: Everyone carries a unique question. Other logo Other logo This is why the Alpha logo is a question mark with the word Alpha in the dot. The Alpha logo should always be surrounded by a minimum of a dot’s width of space. This area is a minimum and should be increased wherever possible. The area of isolation ensures that no text or other visual elements encroach on the logo. Alpha Brand and Usage Guidelines June 2017 2

LOGO DON’TS Here are some good examples of how not to use the Alpha logo: London The Alpha logo is one single colour, not multi-colour or patterned. The Alpha logo does not join with other words to create a sub-logo. The Alpha logo is not the Alpha logo if it is not at a 45 angle or does not follow guidelines on size. London The smallest size logo is no smaller than the word ‘Alpha’ at 6pt. No other words are permitted in the dot or around the dot. Do not remove the word ‘Alpha’ from the dot, unless the word ‘Alpha’ will be smaller than 6pt, e.g. when used as your profile picture on Facebook or Twitter. You can buy it here or download a similar free typeface: ITC Avant Garde Gothic Std – Book THE ALPHA TYPEFACE The Alpha typeface is ITC Avant Garde Gothic Std. If you are doing any design work on Alpha assets for your church then please use this typeface. ITC Avant Garde Gothic Std: https://www.myfonts. com/fonts/itc/avantgarde-gothic/ Tex Gyre Adventor: https://www.fontsquirrel. com/fonts/tex-gyreadventor Alpha Brand and Usage Guidelines June 2017 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./ ?!@ % &*() ITC Avant Garde Gothic Std – Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./ ?!@ % &*() 3

USAGE GUIDELINES FOR THE ALPHA INVITATION 17/18 The Alpha Invitation 17/18 will be available to run from August 2017 to December 2018. It’s been designed to sit alongside the current invitation featuring Bear Grylls. Feel free to use these new images alongside the Bear images until 31 December 2017 when all the Bear assets have to be taken down, and on their own through to 2018. The text on the assets can be edited, so you can translate the taglines and change the URL and course details to that of your church’s Alpha. We recommend that you use Adobe Acrobat Pro to edit the text. For more information, contact your National Alpha Office. Alpha runs here. Insert Day Insert Time Info here Info here your.url.here.org Wave3 8x3 Banner v4 All.indd 1 08/06/2017 12:07 Alpha runs here. Insert Day Insert Time Info here Info here your.url.here.org Wave3 8x3 Banner v4 Asia.indd 1 12/06/2017 23:34 Alpha runs here. Your text here Your text here Your text here Alpha runs here. Your text here Your text here Alpha.org Alpha Brand and Usage Guidelines June 2017 Your text here Your text here Your text here Alpha runs here. Your text here Your text here Alpha.org Your text here Your text here Your text here Your text here Your text here Alpha.org 4

USAGE GUIDELINES FOR THE PROMOTIONAL MATERIAL OF OUR ALPHA PRODUCTS You can use the Alpha Film Series or the Alpha Youth Series to run any of your Alphas. While the Alpha Film Series is already available on Alpha Builder (alpha.org/run), the Alpha Youth Series will only be available from October 2017. Until then, please feel free to continue using the Alpha Youth Film Series (created in 2013). For more information, visit alpha.org/youth. Question Mark and Typeface We have an Alpha question mark specific to both the Alpha Film Series and Alpha Youth Series, which you would use in the same way that you would use any Alpha question mark. You can buy it here or download a similar free typeface: Trade Gothic Bold Condensed No. 20: https://www.myfonts. com/fonts/linotype/ trade-gothic/boldcondensed-no-20-63882/ NHL Colorado: https:// www.ffonts.net/NHLColorado.font.download The typeface used for both products is Trade Gothic Bold Condensed No. 20. Kindly note that this is just the font specific to the logo mockups of the Alpha Film Series and the Alpha Youth Series, and isn’t an official Alpha font. Editing the Promotional Material Like with the invitation resources, the text on these promotional material (e.g. postcards and posters) can be edited, so you can translate the taglines and change the URL and course details to that of your church’s Alpha. For more information about the Alpha Film Series and the Alpha Youth Series, please visit their specific webpages: We recommend that you use Adobe Acrobat Pro to edit the text. Or contact your National Alpha Office. http://alpha.org/ alphafilmseries http://alpha.org/youth Alpha Brand and Usage Guidelines June 2017 5

Brand and Usage Guidelines Alpha Invitation 17-18 // Alpha Film Series // Alpha Youth Series One Alpha, Many Contexts. Wherever you are in the world, a person's experience of Alpha's brand should be the same. Alpha has one single identity visually represented by a question mark logo. When we apply the branding consistently, there is less

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