Mennonite Church USA

Official Websites

• https://www.mennoniteusa.org

Brand Guidelines

2005

Brand Summary

Mission

• To serve congregations, area conferences, churchwide agencies, and other parts of the denomination by providing a strong, consistent visual identity that reflects quality, value, and effectiveness, and supports the missional calling to joyfully follow Jesus into the world [^1].

Core Values

• quality
• value
• effectiveness
• community
• peace
• renewal
• missional calling
• clarity
• consistency
• flexibility [^2]

Target Audience

• Congregations, area conferences, churchwide agencies, affiliates, and the broader community of 111,000 members across the United States [^3].

Personality Traits

• professional
• modern
• minimalistic
• engaging
• clear
• flexible
• community-oriented
• peaceful [^4]

Visual Identity Overview

• The visual identity is built around a minimalistic, modern design featuring a stylized dove symbolizing peace and the Holy Spirit, a clean sans-serif logotype, a wave graphic for visual differentiation, and a consistent color palette led by MC USA green and black. The identity is applied across print, digital, signage, and merchandise, emphasizing clarity, professionalism, and unity [^4].

Categories

Brand Imagery

• The symbol is graphically simple so it will function in all media: electronic, print, on-screen and display. The design works in both large and small scales.
• Proper use of the symbol is the cornerstone of the Visual Identity Program. By following the guidelines outlined in this manual, the consistent application of the symbol will be ensured.
• Use only the approved electronic files for the symbol. Do not attempt to redraw or redesign the symbol. Artwork of the symbol is available as digital EPS files, and reproduction proofs may be obtained by contacting Mennonite Church USA Communications.
• The MC USA symbol is constructed from simple geometric shapes and will function in all media: electronic, print, on-screen and display. For most applications, the symbol should be reproduced only from electronic files or reproduction proofs available from Mennonite Church USA Communications.
• Specifically designed variations of the symbol are available for selected applications. 1. The solid version is preferred for most applications. 2. An outline version is available for stitching, quilt appliques and other cutout applications. 3. A bit-mapped version is useful for craft applications such as needlepoint and cross­stitch. 4. For large signs, banners or cutouts, this grid will assist in duplicating the symbol.
• For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘M’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
• As a unit of measurement, “x” equals the cap-height of the letter “M” in “Mennonite.” The minimum required clear space is a distance of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) whenever possible.
• The logo should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape.
• The symbol should never be used smaller than 3/8 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
• There are two official formats for the Mennonite Church logo: Preferred and Alternative (horizontal). The preferred format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.
• An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Mennonite Church USA symbol, logotype and signature. 1. Do not substitute other typefaces or letterforms in the signature 2. Do not add any other phrases to the signature 3. Do not wrap type closely around the symbol 4. Do not use a shape to tightly surround or enclose the symbol 5. Do not change the orientation of the symbol 6. Do not use two-color combinations other than specified in this manual 7. Do not distort, stretch or vary the proportions of the symbol 8. Do not apply a texture or pattern to the symbol 9. Do not superimpose a colored symbol or signature on a colored or black background
• The primary color palette is made up of MC USA green (PANTONE® 347) and black. Both are used in the signature. Both colors reproduce consistently in a wide variety of applications, including the web.
• The preferred form of the Mennonite Church USA signatures is two-color (MC USA Green symbol and black type) on a white background.
• The preferred colour for the signature is MC USA Green to match PANTONE" 347 for the symbol and black on a white background or light tone.
• The signature may be reproduced in black only on a white background or light tinted photo or background.
• When reversed out of MC USA Green or a color photograph, the signature must be white only.
• When reversed out of a black background or black and white photos the signature must be white only.
• If one-color printing is used and the color is not black, it is recommended that MC USA Green be used. The signature may be reversed in white out of any contrasting color background.
• For selected print applications, the symbol or signature can be blind embossed or fabricated in wood, plastic or metal.
• When the symbol or signature is displayed on a background tone, it is important to maintain sufficient contrast.
• The symbol and signatures may be reversed out of any contrasting color in white only. Do not attempt to superimpose the two-color signature on a colored background.
• The preferred colour for agency signatures is MC USA Green and black on a white background. The signature may also be reversed in white out of a MC USA Green background.
• Agencies that have an established color, such as Herald Press and Provident Bookstores, may not use the special color for the signature. It may be used as a background color as long as the signature is in white.
• A signature shape called the “wave” serves as a visual differentiator and uniquely identifies all Mennonite Church USA communication devices. This shape can be filled with color chosen from the color palette, contain type, or be used as a mask over photography.
• The wave has been created by mimicking the curve of the dove symbol. It is a subtle and unique reminder of MC USA visual identity. Only the pre-defined wave shape below may be used. Use the wave graphic sparingly and wisely.
• The wave signature shape is derived directly from the curved shape in the dove symbol. It is intended to be featured prominently in all communications pieces.
• The wave must always appear according to its standard “plot.” For this reason, never attempt to redraw the wave. Templates are available in Illustrator EPS format.
• The wave graphic should be used in all MC USA and MC USA agency and area conference marketing and public relations material: publications, print collateral, Web sites, banners and other applications. It does not have to be used on office supplies (letterhead, envelopes, etc.) or trade books bearing the Herald Press seal.
• For publications, there is a scaled version of the wave graphic available for each format size (see page 24).
• The upper position is preferred for the wave on the cover of MC USA marketing and public relations materials.
• The wave can be placed in the lower position when used on a single­sided page.
• Cover illustration may vary from simple typographic treatments through illustration to full-color photographic images. Choose images that are attractive, engaging and meaningful for the intended audience and the particular message that you wish to communicate.
• Never attempt to redraw the wave. These templates are available as downloadable Illustrator EPS files.
• Outside suppliers often try to substitute typefaces or redraw artwork. Do not accept any altered form of the symbol or signature.
• Use only approved electronic files of the symbol or signature when producing these items.

Color Palette

• Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Mennonite Church USA communications.
• There are two approved color palettes: a primary palette and a secondary palette. They are based on the PANTONE MATCHING SYSTEM®. If PANTONE® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most recent version of the PANTONE® color formula guide should be used for matching PANTONE® and CMYK color values.
• RGB color values have been provided for on-screen use such as PowerPoint® presentations and the web. Please note that colors may appear different depending on specific monitor settings.
• The primary color palette is made up of MC USA green (PANTONE® 347) and black. Both are used in the signature. Both colors reproduce consistently in a wide variety of applications, including the web.
• The secondary color palette may be used to highlight information in brochures, charts and graphs, as well as Web applications. These colors have been selected based on their compatibility with the primary MC USA color palette.
• PANTONE® 347 c: 100 m:0 y:86 k:3 r: 0 g:50.3 b:20.4
• Black c: 0 m:0 y:0 k:100 r: 0 g:0 b:0
• PANTONE® 286 c: 100 m:66 y:0 k:2 r: 0 g:17.7 b:61.4
• PANTONE® 512 c: 50 m:100 y:15 k:10 r: 41 g:12.5 b:36.6
• PANTONE® 1805 c: 0 m:91 y:100 k:23 r:69. 2 g:12.6 b:12.8
• PANTONE® 1595 c: 0 m:59 y:100 k:5 r:90. 9 g:29.9 b:2.3
• PANTONE® 124 c: 0 m:28 y:100 k:6 r: 100 g:60.3 b:0
• PANTONE® Warm Gray 4 c: 0 m:4 y:9 k:24 r:70. 2 g:65.4 b:62.9
• PANTONE® Warm Gray 7 c: 100 m:66 y:0 k:2 r: 0 g:17.7 b:61.4
• PANTONE® 2745 Provident c: 100 m:95 y:0 k:15 r: 0 g:4.7 b:40.6
• PANTONE® 207 Herald Press c: 0 m:100 y:43 k:19 r:68. 7 g:6.5 b:19.9
• PANTONE® 301 AMBS c: 100 m:45 y:0 k:18 r: 0 g:26.1 b:53.9
• PANTONE® 561 MMA c: 85 m:0 y:54 k:52 r: 0 g:30.6 b:27.8
• PANTONE® Warm Gray 10 c:0 m:8 y:14 k:38 r:56.8 g:50.9 b:48.1
• Several church agencies have established color identities which will be maintained in this program. See Page 19 for the correct use of these colors.
• The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Mennonite Church USA logo or a signature.
• The preferred form of the Mennonite Church USA signatures is two-color (MC USA Green symbol and black type) on a white background.
• Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods.
• The preferred colour for the signature is MC USA Green to match PANTONE" 347 for the symbol and black on a white background or light tone.
• The signature may be reproduced in black only on a white background or light tinted photo or background.
• When reversed out of MC USA Green or a color photograph, the signature must be white only.
• When reversed out of a black background or black and white photos the signature must be white only.
• Designers and craftspeople are encouraged to use the symbol in craft applications. This may include the use of materials such as wood, plastic, metal, fabric, needlepoint, quilt applique and cross-stitch. Various templates of the symbol are available to assist in these applications (see page 3).
• If one-color printing is used and the color is not black, it is recommended that MC USA Green be used. The signature may be reversed in white out of any contrasting color background.
• When the symbol or signature is displayed on a background tone, it is important to maintain sufficient contrast. The chart below shows acceptable contrast levels.
• The examples below show correct color usage for Agency and Agency Divisions’ signatures and backgrounds. The preferred form of the Mennonite Church USA signatures is two-color (MC USA Green symbol and black type) on a white background.
• The symbol and signatures may be reversed out of any contrasting color in white only. Do not attempt to superimpose the two-color signature on a colored background.
• The preferred colour for agency signatures is MC USA Green and black on a white background. The signature may also be reversed in white out of a MC USA Green background.
• If one-color printing is used, the preferred color is black. The signature may be reversed in white out of any contrasting color background.
• Agencies that have an established color, such as Herald Press and Provident Bookstores, may not use the special color for the signature. It may be used as a background color as long as the signature is in white.

Typography

• Type plays an important role in Mennonite Church USA’s Visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain the MC USA “look.”
• Frutiger Condensed is the preferred typeface for all publications, signage, advertisements, forms and stationery. This classic sans serif type family is available in four weights: Light, Roman, Bold,and Black.
• Adobe Garamond Pro is a serif typeface that can be used for text, captions, charts, graphs or other short text. It is available in Roman and Italic.
• When using Microsoft Office programs on the PC platform, and where these typefaces may not be available, it is recommended that you select the TrueType version of Times New Roman or Bold (serif) and Arial or Arial Bold (sans serif) from your list of available fonts as an alternative for typing letters, memos, reports and other business applications.
• Frutiger Condensed is an elegant sans serif font family with good legibility. It was designed by Adrian Frutiger. The Frutiger Condensed font family is perfectly suited to newsletters, brochures and directories as well as display because of its clean robust design and large x-height. All Frutiger faces are numbered.
• Frutiger™ is a trademark of Heidelberger Druckmaschinen AG, which may be registered in certain jurisdictions, exclusively licensed through Linotype Library GmbH, a wholly owned subsidiary of Heidelberger Druckmaschinen AG.
• Adobe Garamond is a digital interpretation of the roman types of Claude Garamond and the italic types of Robert Granjon. Since its release in 1989, Adobe Garamond has become a typographic staple throughout the world of desktop typography and design. Adobe type designer Robert Slimbach has captured the beauty and balance of the original Garamond typefaces while creating a typeface family that offers all the advantages of a contemporary digital type family.
• Adobe Garamond is either a registered trademark of Adobe Systems Incorporated, in the United States and/or other countries.
• Use of appropriate type styles and sizes is critical to readability and uniformity.
• As a general rule, a serif face (Adobe Garamond Pro, for example) is more readable in large blocks of text. A sans serif face (Frutiger Condensed,Black for example) is highly appropriate for headlines, subheads and other applications that contrast with body copy.
• The minimum type size for body copy in publications is 9 point.
• All body copy used in publications must be set in a minimum of 9 point type size. This will ensure that readers will be able to read materials with as little difficulty as possible.
• Flush left, ragged right text settings are recommended for all MC USA material to ensure normal word spacing.
• Flush left, ragged right text settings are recommended for all MC USA publications to ensure normal word spacing.
• The use of Frutiger Black Condensed for heads and subheads with Adobe Garamond Pro for the text provides a strong contrast that aids readability.
• Text lines that are too long inhibit readability. The number of characters per line should be between 35 and 70 characters. Lines that are too long often cause “doubling,” where the same line is read twice.
• For lengthy texts, paragraph indentation is used. For publications with shorter amounts of text, such as this manual or fact sheets, skipping one line between paragraphs is the clearest way to separate thoughts.
• Leading is the amount of space left between lines of type. Typically 2 points of leading is appropriate for most text settings.
• Use upper and lower case. Avoid the use of all capital letters. All-capital text settings may slow reading speed and take up to 30 percent more space.
• Bold and italics should be used to provide emphasis. Lengthy amounts of text in either style reduce legibility.
• Limited use of bold text is an effective means of providing emphasis. In most text settings, use bold and italic text sparingly and for emphasis. The use of bold type in lengthy text settings should be avoided altogether. Bold text takes up more room and often creates legibility problems.
• Overuse of italics defeats its purpose. The use of italic type in lengthy text settings should be avoided. Italic text takes up less room than regular text, but often creates legibility problems.
• Anything that reduces contrast reduces legibility. Text over a tint or color background will decrease legibility and should be used with discretion. Lengthy amounts of text reversed out of a black background, though providing strong emphasis, can cause eye strain.
• Notice: Use care when setting lengthy amounts of text over colored or tinted backgrounds. Generally, legibility. Also body copy reversed out of black or a strong color may cause an annoying visual “noise” that may reduce legibility.
• The text pages of Mennonite Church USA publications are to be designed using one of the five publication formats shown on page 24. If rhese formats do not address your needs, establish a trim size and create a text grid using rhe same approach.
• Text grids must take into consideration manuscript length, minimum type size, rhe number of pictures or illustrations and budget. A multi-column format provides rhe designer with rhe greatest number of layout options.
• Text grids must be based on rhe text type size and leading. Choosing rhe horizontal divisions assists in creating visual alignments of text and illustrative material.
• Introduce variety in text­heavy layouts. Use additional white space whenever possible, especially at the beginning of chapters or sections.
• Consider using variations of the grid. Contrast two columns against three to differentiate between types of content. Set shorter content in Frutiger Bold or Black Condensed, especially for features, sidebars, captions and diagrams.
• In layouts with photographs and diagrams, try to use a variety of contrasting sizes. For publications heavy with text and photos, consider using a three-column grid which will afford the greatest degree of flexibility in laying out the pages.
• Layouts using only one wide column of text are not encouraged for legibility reasons.

Logo Usage

• Proper use of the symbol is the cornerstone of the Visual Identity Program. By following the guidelines outlined in this manual, the consistent application of the symbol will be ensured.
• Use only the approved electronic files for the symbol. Do not attempt to redraw or redesign the symbol. Artwork of the symbol is available as digital EPS files, and reproduction proofs may be obtained by contacting Mennonite Church USA Communications.
• For most applications, the symbol should be reproduced only from electronic files or reproduction proofs available from Mennonite Church USA Communications.
• Specifically designed variations of the symbol are available for selected applications. 1. The solid version is preferred for most applications. 2. An outline version is available for stitching, quilt appliques and other cutout applications. 3. A bit-mapped version is useful for craft applications such as needlepoint and cross­stitch. 4. For large signs, banners or cutouts, this grid will assist in duplicating the symbol.
• Proper use of the MC USA signature is the foundation of the Visual Identity Program. Follow the standards outlined in this manual to ensure that the correct form of the signature is always used.
• Electronic files have been created for each approved lock-up and are available at www.MennoniteUSA.org Never alter or attempt to recreate a signature in anyway.
• To ensure consistency, electronic signature lock-ups have been created for each known signature requirement and are available as EPS files.
• Signatures that need to be created for a specific agency or congregation should be done only by a qualified graphic designer who has access to the official typefaces. Signatures should not be created for special projects.
• For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘M’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
• As a unit of measurement, “x” equals the cap-height of the letter “M” in “Mennonite.” The minimum required clear space is a distance of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) whenever possible.
• The logo should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape.
• The symbol should never be used smaller than 3/8 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
• There are two official formats for the Mennonite Church logo: Preferred and Alternative (horizontal). The preferred format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.
• For bilingual and binational applications, only one symbol is used for both names. For shared projects, like the joint assembly, a binational signature is used to equally represent both denominations.
• An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Mennonite Church USA symbol, logotype and signature.
• 1. Do not substitute other typefaces or letterforms in the signature 2. Do not add any other phrases to the signature 3. Do not wrap type closely around the symbol 4. Do not use a shape to tightly surround or enclose the symbol 5. Do not change the orientation of the symbol 6. Do not use two-color combinations other than specified in this manual 7. Do not distort, stretch or vary the proportions of the symbol 8. Do not apply a texture or pattern to the symbol 9. Do not superimpose a colored symbol or signature on a colored or black background
• The preferred form of the Mennonite Church USA signatures is two-color (MC USA Green symbol and black type) on a white background.
• The preferred colour for the signature is MC USA Green to match PANTONE" 347 for the symbol and black on a white background or light tone.
• The signature may be reproduced in black only on a white background or light tinted photo or background.
• When reversed out of MC USA Green or a color photograph, the signature must be white only.
• When reversed out of a black background or black and white photos the signature must be white only.
• If one-color printing is used and the color is not black, it is recommended that MC USA Green be used. The signature may be reversed in white out of any contrasting color background.
• For selected print applications, the symbol or signature can be blind embossed or fabricated in wood, plastic or metal.
• The symbol may be crafted in needlepoint, cross-stitch or quilt applique. Patterns are available on request.
• When the symbol or signature is displayed on a background tone, it is important to maintain sufficient contrast.
• The symbol and signatures may be reversed out of any contrasting color in white only. Do not attempt to superimpose the two-color signature on a colored background.
• The preferred colour for agency signatures is MC USA Green and black on a white background. The signature may also be reversed in white out of a MC USA Green background.
• Agencies that have an established color, such as Herald Press and Provident Bookstores, may not use the special color for the signature. It may be used as a background color as long as the signature is in white.
• Outside suppliers often try to substitute typefaces or redraw artwork. Do not accept any altered form of the symbol or signature.
• Use only approved electronic files of the symbol or signature when producing these items.

Tone And Messaging

• Communications for the denomination must capture interest quickly and emphasize the message. Interesting and engaging graphics, photographs and color are used to attract attention. The wave graphic uniquely identifies all MC USA materials.
• Thank you for your efforts in serving the people of Mennonite Church USA with communication systems that reflect quality, value and effectiveness!
• Choose images that are attractive, engaging and meaningful for the intended audience and the particular message that you wish to communicate.

Visual Style

• Designing for Mennonite Church USA involves understanding, implementing and maintaining a unique combination of visual images, color and type. This relationship is the MC USA look.
• Communications for the denomination must capture interest quickly and emphasize the message. Interesting and engaging graphics, photographs and color are used to attract attention. The wave graphic uniquely identifies all MC USA materials.
• The MC USA Visual Identity Guidelines can be easily accessed online by suppliers at the following website: www.MennoniteUSA.org
• Easy to use templates and downloadable files are provided to help create communications that comply with MC USA’s identity standards. These files are prefixed with the ✚ symbol. See page 31 for a complete list.
• Mennonite Church USA’s visual identity program is more than a symbol. It is a combination of elements that, when used together, bring the church’s identity to life. This manual provides technical information about these important visual elements: Symbol Logotype Signatures Typography Color Wave Graphic Publications Stationery Advertisements Signage Websites & PowerPoint® Other Applications Electronic Files
• The symbol is graphically simple so it will function in all media: electronic, print, on-screen and display. The design works in both large and small scales.
• Proper use of the symbol is the cornerstone of the Visual Identity Program. By following the guidelines outlined in this manual, the consistent application of the symbol will be ensured.
• Use only the approved electronic files for the symbol. Do not attempt to redraw or redesign the symbol. Artwork of the symbol is available as digital EPS files, and reproduction proofs may be obtained by contacting Mennonite Church USA Communications.
• The MC USA symbol is constructed from simple geometric shapes and will function in all media: electronic, print, on-screen and display. For most applications, the symbol should be reproduced only from electronic files or reproduction proofs available from Mennonite Church USA Communications.
• Specifically designed variations of the symbol are available for selected applications. 1. The solid version is preferred for most applications. 2. An outline version is available for stitching, quilt appliques and other cutout applications. 3. A bit-mapped version is useful for craft applications such as needlepoint and cross­stitch. 4. For large signs, banners or cutouts, this grid will assist in duplicating the symbol.
• Proper use of the MC USA signature is the foundation of the Visual Identity Program. Follow the standards outlined in this manual to ensure that the correct form of the signature is always used.
• Note: Electronic files have been created for each approved lock-up and are available at www.MennoniteUSA.org Never alter or attempt to recreate a signature in anyway.
• For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘M’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
• As a unit of measurement, “x” equals the cap-height of the letter “M” in “Mennonite.” The minimum required clear space is a distance of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) whenever possible.
• The logo should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape.
• The symbol should never be used smaller than 3/8 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
• There are two official formats for the Mennonite Church logo: Preferred and Alternative (horizontal). The preferred format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.
• An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Mennonite Church USA symbol, logotype and signature. 1. Do not substitute other typefaces or letterforms in the signature 2. Do not add any other phrases to the signature 3. Do not wrap type closely around the symbol 4. Do not use a shape to tightly surround or enclose the symbol 5. Do not change the orientation of the symbol 6. Do not use two-color combinations other than specified in this manual 7. Do not distort, stretch or vary the proportions of the symbol 8. Do not apply a texture or pattern to the symbol 9. Do not superimpose a colored symbol or signature on a colored or black background
• Frutiger Condensed is the preferred typeface for all publications, signage, advertisements, forms and stationery. This classic sans serif type family is available in four weights: Light, Roman, Bold,and Black.
• Adobe Garamond Pro is a serif typeface that can be used for text, captions, charts, graphs or other short text. It is available in Roman and Italic.
• When using Microsoft Office programs on the PC platform, and where these typefaces may not be available, it is recommended that you select the TrueType version of Times New Roman or Bold (serif) and Arial or Arial Bold (sans serif) from your list of available fonts as an alternative for typing letters, memos, reports and other business applications.
• Use of appropriate type styles and sizes is critical to readability and uniformity.
• As a general rule, a serif face (Adobe Garamond Pro, for example) is more readable in large blocks of text. A sans serif face (Frutiger Condensed,Black for example) is highly appropriate for headlines, subheads and other applications that contrast with body copy.
• The minimum type size for body copy in publications is 9 point.
• All body copy used in publications must be set in a minimum of 9 point type size. This will ensure that readers will be able to read materials with as little difficulty as possible.
• Flush left, ragged right text settings are recommended for all MC USA material to ensure normal word spacing.
• Flush left, ragged right text settings are recommended for all MC USA publications to ensure normal word spacing.
• The use of Frutiger Black Condensed for heads and subheads with Adobe Garamond Pro for the text provides a strong contrast that aids readability.
• Text lines that are too long inhibit readability. The number of characters per line should be between 35 and 70 characters. Lines that are too long often cause “doubling,” where the same line is read twice.
• For lengthy texts, paragraph indentation is used. For publications with shorter amounts of text, such as this manual or fact sheets, skipping one line between paragraphs is the clearest way to separate thoughts.
• Leading is the amount of space left between lines of type. Typically 2 points of leading is appropriate for most text settings.
• Use upper and lower case. Avoid the use of all capital letters. All-capital text settings may slow reading speed and take up to 30 percent more space.
• Bold and italics should be used to provide emphasis. Lengthy amounts of text in either style reduce legibility.
• Anything that reduces contrast reduces legibility. Text over a tint or color background will decrease legibility and should be used with discretion. Lengthy amounts of text reversed out of a black background, though providing strong emphasis, can cause eye strain.
• Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Mennonite Church USA communications.
• There are two approved color palettes: a primary palette and a secondary palette. They are based on the PANTONE MATCHING SYSTEM®. If PANTONE® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most recent version of the PANTONE® color formula guide should be used for matching PANTONE® and CMYK color values.
• RGB color values have been provided for on-screen use such as PowerPoint® presentations and the web. Please note that colors may appear different depending on specific monitor settings.
• The primary color palette is made up of MC USA green (PANTONE® 347) and black. Both are used in the signature. Both colors reproduce consistently in a wide variety of applications, including the web.
• The secondary color palette may be used to highlight information in brochures, charts and graphs, as well as Web applications. These colors have been selected based on their compatibility with the primary MC USA color palette.
• Several church agencies have established color identities which will be maintained in this program. See Page 19 for the correct use of these colors.
• The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Mennonite Church USA logo or a signature.
• The preferred form of the Mennonite Church USA signatures is two-color (MC USA Green symbol and black type) on a white background.
• Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods.
• The preferred colour for the signature is MC USA Green to match PANTONE" 347 for the symbol and black on a white background or light tone.
• The signature may be reproduced in black only on a white background or light tinted photo or background.
• When reversed out of MC USA Green or a color photograph, the signature must be white only.
• When reversed out of a black background or black and white photos the signature must be white only.
• If one-color printing is used and the color is not black, it is recommended that MC USA Green be used. The signature may be reversed in white out of any contrasting color background.
• For selected print applications, the symbol or signature can be blind embossed or fabricated in wood, plastic or metal.
• The symbol may be crafted in needlepoint, cross-stitch or quilt applique. Patterns are available on request.
• When the symbol or signature is displayed on a background tone, it is important to maintain sufficient contrast.
• The symbol and signatures may be reversed out of any contrasting color in white only. Do not attempt to superimpose the two-color signature on a colored background.
• The preferred colour for agency signatures is MC USA Green and black on a white background. The signature may also be reversed in white out of a MC USA Green background.
• If one-color printing is used, the preferred color is black. The signature may be reversed in white out of any contrasting color background.
• Agencies that have an established color, such as Herald Press and Provident Bookstores, may not use the special color for the signature. It may be used as a background color as long as the signature is in white.
• A signature shape called the “wave” serves as a visual differentiator and uniquely identifies all Mennonite Church USA communication devices. This shape can be filled with color chosen from the color palette, contain type, or be used as a mask over photography.
• The wave has been created by mimicking the curve of the dove symbol. It is a subtle and unique reminder of MC USA visual identity. Only the pre-defined wave shape below may be used. Use the wave graphic sparingly and wisely.
• The wave signature shape is derived directly from the curved shape in the dove symbol. It is intended to be featured prominently in all communications pieces.
• The wave must always appear according to its standard “plot.” For this reason, never attempt to redraw the wave. Templates are available in Illustrator EPS format.
• The wave graphic should be used in all MC USA and MC USA agency and area conference marketing and public relations material: publications, print collateral, Web sites, banners and other applications. It does not have to be used on office supplies (letterhead, envelopes, etc.) or trade books bearing the Herald Press seal.
• For publications, there is a scaled version of the wave graphic available for each format size (see page 24).
• Cover illustration may vary from simple typographic treatments through illustration to full-color photographic images. Choose images that are attractive, engaging and meaningful for the intended audience and the particular message that you wish to communicate.

Iconography

• The symbol is graphically simple so it will function in all media: electronic, print, on-screen and display. The design works in both large and small scales.
• Proper use of the symbol is the cornerstone of the Visual Identity Program. By following the guidelines outlined in this manual, the consistent application of the symbol will be ensured.
• Use only the approved electronic files for the symbol. Do not attempt to redraw or redesign the symbol. Artwork of the symbol is available as digital EPS files, and reproduction proofs may be obtained by contacting Mennonite Church USA Communications.
• The MC USA symbol is constructed from simple geometric shapes and will function in all media: electronic, print, on-screen and display. For most applications, the symbol should be reproduced only from electronic files or reproduction proofs available from Mennonite Church USA Communications.
• Specifically designed variations of the symbol are available for selected applications.
• 1. The solid version is preferred for most applications.
• 2. An outline version is available for stitching, quilt appliques and other cutout applications.
• 3. A bit-mapped version is useful for craft applications such as needlepoint and cross­stitch.
• 4. For large signs, banners or cutouts, this grid will assist in duplicating the symbol.
• To ensure consistency, electronic signature lock-ups have been created for each known signature requirement and are available as EPS files.
• Signatures should not be created for special projects.
• Signatures that need to be created for a specific agency or congregation should be done only by a qualified graphic designer who has access to the official typefaces.
• For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘M’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
• As a unit of measurement, “x” equals the cap-height of the letter “M” in “Mennonite.” The minimum required clear space is a distance of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) whenever possible.
• The logo should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape.
• The symbol should never be used smaller than 3/8 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
• There are two official formats for the Mennonite Church logo: Preferred and Alternative (horizontal). The preferred format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.
• For bilingual and binational applications, only one symbol is used for both names. For shared projects, like the joint assembly, a binational signature is used to equally represent both denominations.
• An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Mennonite Church USA symbol, logotype and signature.
• 1. Do not substitute other typefaces or letterforms in the signature 2. Do not add any other phrases to the signature 3. Do not wrap type closely around the symbol 4. Do not use a shape to tightly surround or enclose the symbol 5. Do not change the orientation of the symbol 6. Do not use two-color combinations other than specified in this manual 7. Do not distort, stretch or vary the proportions of the symbol 8. Do not apply a texture or pattern to the symbol 9. Do not superimpose a colored symbol or signature on a colored or black background

Layout And Composition

• For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘M’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
• As a unit of measurement, “x” equals the cap-height of the letter “M” in “Mennonite.” The minimum required clear space is a distance of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) whenever possible.
• The logo should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape.
• The symbol should never be used smaller than 3/8 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
• There are two official formats for the Mennonite Church logo: Preferred and Alternative (horizontal). The preferred format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.
• For bilingual and binational applications, only one symbol is used for both names. For shared projects, like the joint assembly, a binational signature is used to equally represent both denominations.
• The signature and address should appear at the end of all communication pieces. On printed material, it is displayed most commonly on the back cover.
• In print applications, the logo or signature must appear with parent line (if applicable), address, telephone, fax, e-mail and Web address and production codes (copyright date, printing location and stock code).
• This information is always aligned flush left with the signature as shown below. The typeface used for this information is Frutiger Condensed 57. If two addresses are required, they should be aligned horizontally as shown.
• Address lines use Frutiger Condensed 57, 7.5 to 9 point size in a solid setting, depending on the size of the signature.
• Leave a space (y) equal to the leading of the logotype (baseline to baseline) between the signature and the address information.
• An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Mennonite Church USA symbol, logotype and signature.
• 1. Do not substitute other typefaces or letterforms in the signature 2. Do not add any other phrases to the signature 3. Do not wrap type closely around the symbol 4. Do not use a shape to tightly surround or enclose the symbol 5. Do not change the orientation of the symbol 6. Do not use two-color combinations other than specified in this manual 7. Do not distort, stretch or vary the proportions of the symbol 8. Do not apply a texture or pattern to the symbol 9. Do not superimpose a colored symbol or signature on a colored or black background
• Flush left, ragged right text settings are recommended for all MC USA material to ensure normal word spacing.
• Flush left, ragged right text settings are recommended for all MC USA publications to ensure normal word spacing.
• Text lines that are too long inhibit readability. The number of characters per line should be between 35 and 70 characters. Lines that are too long often cause “doubling,” where the same line is read twice.
• For lengthy texts, paragraph indentation is used. For publications with shorter amounts of text, such as this manual or fact sheets, skipping one line between paragraphs is the clearest way to separate thoughts.
• Leading is the amount of space left between lines of type. Typically 2 points of leading is appropriate for most text settings.
• Use upper and lower case. Avoid the use of all capital letters. All-capital text settings may slow reading speed and take up to 30 percent more space.
• Bold and italics should be used to provide emphasis. Lengthy amounts of text in either style reduce legibility.
• Anything that reduces contrast reduces legibility. Text over a tint or color background will decrease legibility and should be used with discretion. Lengthy amounts of text reversed out of a black background, though providing strong emphasis, can cause eye strain.
• The text pages of Mennonite Church USA publications are to be designed using one of the five publication formats shown on page 24. If rhese formats do not address your needs, establish a trim size and create a text grid using rhe same approach.
• Text grids must take into consideration manuscript length, minimum type size, rhe number of pictures or illustrations and budget. A multi-column format provides rhe designer with rhe greatest number of layout options.
• The exarnples demonstrate how to exploit rhe grid’s flexibility, whether you are designing a newsletter or a marketing brochure.
• Text grids must be based on rhe text type size and leading. Choosing rhe horizontal divisions assists in creating visual alignments of text and illustrative material.
• lntroduce variety in text­heavy layouts. Use additional white space whenever possible, especially at the beginning of chapters or sections.
• Consider using variations of the grid. Contrast two columns against three to differentiate between types of content. Set shorter content in Frutiger Bold or Black Condensed, especially for features, sidebars, captions and diagrams.
• In layouts with photographs and diagrams, try to use a variety of contrasting sizes. For publications heavy with text and photos, consider using a three-column grid which will afford the greatest degree of flexibility in laying out the pages.
• Layouts using only one wide column of text are not encouraged for legibility reasons.

Brand Architecture

• The logotype is a typographic descriptor which includes the name of the denomination, associate, agency, agency division, area conference or congregation as well as a parent line which (except in the case of the denomination) identifies its relationship to the denomination.
• The MC USA signature system is used to identify and unify all of the denomination’s communications efforts and ultimately to build and strengthen the brand identity. A signature consists of two components: the symbol and the logotype.
• There are many organizations and agencies as well as conferences and congregations within the MC USA denomination that are identified by a unique signature (see examples on page 7). They are listed in the following categories: • Associates • Agencies • Agency Divisions • Area Conferences • Congregations • Affiliates
• Proper use of the MC USA signature is the foundation of the Visual Identity Program. Follow the standards outlined in this manual to ensure that the correct form of the signature is always used.
• Note: Electronic files have been created for each approved lock-up and are available at www.MennoniteUSA.org Never alter or attempt to recreate a signature in anyway.
• To ensure consistency, electronic signature lock-ups have been created for each known signature requirement and are available as EPS files.
• Signatures that need to be created for a specific agency or congregation should be done only by a qualified graphic designer who has access to the official typefaces. Signatures should not be created for special projects.
• For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown below. This area is designated as being equal to the height of the letter ‘M’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.
• As a unit of measurement, “x” equals the cap-height of the letter “M” in “Mennonite.” The minimum required clear space is a distance of “x” surrounding each side of the signature. Allow additional clear space between the signature and any other adjacent elements in the layout (type, illustrations, photos, etc.) whenever possible.
• The logo should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape.
• The symbol should never be used smaller than 3/8 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
• There are two official formats for the Mennonite Church logo: Preferred and Alternative (horizontal). The preferred format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.
• For bilingual and binational applications, only one symbol is used for both names. For shared projects, like the joint assembly, a binational signature is used to equally represent both denominations.
• An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Mennonite Church USA symbol, logotype and signature. 1. Do not substitute other typefaces or letterforms in the signature 2. Do not add any other phrases to the signature 3. Do not wrap type closely around the symbol 4. Do not use a shape to tightly surround or enclose the symbol 5. Do not change the orientation of the symbol 6. Do not use two-color combinations other than specified in this manual 7. Do not distort, stretch or vary the proportions of the symbol 8. Do not apply a texture or pattern to the symbol 9. Do not superimpose a colored symbol or signature on a colored or black background

Naming Conventions

• Naming conventions should be built into the visual identity program. These will likely also be included in written communication standards.

Print Guidelines

• The symbol is graphically simple so it will function in all media: electronic, print, on-screen and display. The design works in both large and small scales.
• Use only the approved electronic files for the symbol. Do not attempt to redraw or redesign the symbol. Artwork of the symbol is available as digital EPS files, and reproduction proofs may be obtained by contacting Mennonite Church USA Communications.
• For most applications, the symbol should be reproduced only from electronic files or reproduction proofs available from Mennonite Church USA Communications.
• The symbol should never be used smaller than 3/8 inch in height. Do not reproduce the signature in a small size if poor quality or distortion is likely to result.
• There are two official formats for the Mennonite Church logo: Preferred and Alternative (horizontal). The preferred format should be used most often. Except in special circumstances described elsewhere in this manual, the symbol should not appear without the Mennonite Church USA name.
• In print applications, the logo or signature must appear with parent line (if applicable), address, telephone, fax, e-mail and Web address and production codes (copyright date, printing location and stock code).
• This information is always aligned flush left with the signature as shown below. The typeface used for this information is Frutiger Condensed 57. If two addresses are required, they should be aligned horizontally as shown.
• Address lines use Frutiger Condensed 57, 7.5 to 9 point size in a solid setting, depending on the size of the signature.
• Leave a space (y) equal to the leading of the logotype (baseline to baseline) between the signature and the address information.
• The minimum type size for body copy in publications is 9 point.
• All body copy used in publications must be set in a minimum of 9 point type size. This will ensure that readers will be able to read materials with as little difficulty as possible.
• Flush left, ragged right text settings are recommended for all MC USA material to ensure normal word spacing.
• Flush left, ragged right text settings are recommended for all MC USA publications to ensure normal word spacing.
• The text pages of Mennonite Church USA publications are to be designed using one of the five publication formats shown on page 24. If rhese formats do not address your needs, establish a trim size and create a text grid using rhe same approach.
• Text grids must take into consideration manuscript length, minimum type size, rhe number of pictures or illustrations and budget. A multi-column format provides rhe designer with rhe greatest number of layout options.
• Text grids must be based on rhe text type size and leading. Choosing rhe horizontal divisions assists in creating visual alignments of text and illustrative material.
• Introduce variety in text­heavy layouts. Use additional white space whenever possible, especially at the beginning of chapters or sections.
• Consider using variations of the grid. Contrast two columns against three to differentiate between types of content. Set shorter content in Frutiger Bold or Black Condensed, especially for features, sidebars, captions and diagrams.
• Brochures, Annual Reports, Newsletters • Format B: 5.5"x 8.5" Bulletins, Promos, Brochures, Inserts • Format C: 6"x 9" Booklets, Brochures, Trade Publications • Format D: 3.75"x 8.5" Brochures, Information, Pamphlets • Format E: 4"x 9" Promos, Brochures
• The wave may be applied at different positions on a particular communication device. On covers of printed material, it should always appear in the upper position.
• These templates should be used to create the wave on communication material. Never attempt to redraw the wave. These templates are available as downloadable Illustrator EPS files.

Digital Guidelines

• The area at the top of all Web pages is reserved for the graphic and signature. Photos may be introduced in the wave graphic as shown.
• The Web sites for the denomination, agencies and agency divisions should employ the signature and wave graphic on their home pages.
• Colleges and universities should identify their affiliation with MC USA by placing a tag line on the home page of their Web site as shown.
• The MC USA signature and the wave graphic must appear on the title slide and each subsequent slide of all PowerPoint® presentations.