Advanced Style Guide_Version 1.0

Hey friends,Here’s your guide to success as you adopt the Bethel Brand into your life. Feel free to kick back and take a scroll through this booklet to see how we think, speak and look.

how we think.

1 32 4Our

Worldview Our AimWhyWe Exist

Heart of the House

5

Index

Our Worldview

&God is Good

in a Good Mood

Wor

ldvi

ew

8

1

9

Worldview

1

IMPOSSIBLEnothing is

Everything was

VICTORY VICTORY

FINISHED FINISHED& at the

c r o s swe live f r o m

Wor

ldvi

ew

10

1

11

Worldview

1

EVERYONE is significant

WhyWe Exist

W e e x i s t t o s e e H i s k i n g d o m

on EarthHeaven

as it is in

Why W

e Exist

2

13

Our Aim

Our aim is that everyone who walks through our doors

encounterspresence

His

3

Our Aim

15

Heart of the House

4

Heart of the HouseHis Presence Lovers

PassionDreamers

Purity

Encounters Power

Pursuit of more

Apostolic Team FamilyRelationship

Unexpected Movement...can be messy

Freedom Signif icanceIdentity

IndividualitySupernatural

Worshippers

Covenant

Life-Flowing

17

how we speak.

Audience

Greetings &Closings

Introduction Tone

Index

19

Introduction

1

Now that you have a feel for how we think as a

brand, this section will help you understand what

we sound like. Since Bethel interacts with people

across the globe, we want to be consistent in how

we speak so we don’t confuse anyone (including

ourselves). It’s important to know what we sound

like because our language naturally reflects what

we believe.

Our house is about passion and presence, heaven

on earth, and we want to make sure these things

ring loud and clear. This section will show us how

to do just that. Shall we take a look?

Voice&

Tone

21

Introduction

Audience

Audience

2

One of the key things in good communication is

understanding your audience. When people feel

like they’re understood, they feel loved and are

much more willing to listen.

Our audience consists of a multitude of people

scattered across the globe. Despite different

cultures and languages, people who listen to us

have a few things in common. They are hungry,

passionate and want more of the supernatural.

They refuse to settle for what they haven’t seen,

and know that with God, nothing is impossible.

OurPeeps

They sacrifice to experience His tangible presence,

and are often marked by worship and hope.

Remembering these things will help us connect

meaningfully with our audience when we have

something to say.

23

Tone

If God’s in a good mood, our emails should be too.

If there’s no grumpiness in heaven, there shouldn’t

be any when we’re talking to each other or to

those outside of Bethel. A local guy in Redding

once shared that he found Bethel by “following the

happy people” (not the grumpy folk).

Goodor

Grumpy

3

25

Tone

3

Because boring is very, very bad. And God is

anything but boring. Now, we don’t need to break

out our most embarrassing stories, but it’s okay

to be funny. Don’t be afraid to lighten the mood if

it’s relevant.

Funnyis

Good26

Tone

3

Boring is bad, but so is the use of a massive

amount of exclamation points. Please use

them sparingly.

!!!!!!

27

Tone

Let your yes be yes and your no be no. Not, “Yes

for sure, that’s more than I ever could’ve dreamed

of in a multi-million years!” We like passion. But in

our communications, let’s think NIV, not Amplified.

Short&

Sweet

3

28

Tone

Since we treat our readers as friends, our

tone is very conversational. And where there’s

friends, there’s always room for jokes and light-

heartedness. But we’re just as passionate about

excellence as we are about having fun. So feel free

to relate casually to our audience as long as you

make sure to consistently deliver a high standard

of service.

Casualyet

Credible

3

29

Tone

Greetings &Closings

Like we said, we’re much more the comrade than

the CEO. Since it’d be weird for friends to call each

other by their last name, we don’t really say “Dear

Mr. or Mrs. Franklin.” We’re more laidback. We

have more of a “Hi Mary” or “Hey Jack, how’s it

going?” approach. We address by first name only.

In the same way, we usually don’t sign off with

things like “Best wishes.” Our farewells sound

more like, “See you at the conference!” or

even “Thank you so much.” Even though we’re

organized, there’s no corporation here. Just a

group of people who really like God.

Hi&

Bye

4

31

Greetings & Closings

Yays Greeting : Closing:

+ Hi + See you soon!

+ Hello + Have a great week

+ Hey friends + Thank you again

+ Hey there + Blessings

Gree

tings

& C

losi

ngs

4

32

Nays Greeting: Closing:

+ Dear + Sincerely

+ Yo + Best wishes

+ Whaddup + Yours truely

4

33

Greetings & Closings

how we look.

1 25

3 4Logo Type

Icons

Color Photosthe markmanipulat ionbackgrounds

familyusages

social

s imple %secondary

shootsusage

Index

35

Modern, Classic,St y l i sh , Timeless. . . Yet,CHILDLIKE. 1we’re

1 Logo+ the mark+ manipulat ion+ backgrounds

Logo

| t

he m

ark

1Meet our face to the world. The

Bethel logo visually represents

everything we are and the culture

we carry.

Bethel MovementWe have two key arrangements for

our Bethel logo. One is for the Bethel

movement and the other for Bethel

Redding.  The Bethel Movement logo

stands alone without any further

identification, as seen to your left. It’s

easy to identify what logo we should

use by asking who the audience is.

If the document is going outside of

the local church, it needs to have this

logo on it.

38

Logo | the mark

1Cit iesThe Bethel “City” logo should be used

for local events, conferences and of

course local church material.

1) Redding, CA

2) Atlanta, GA

3) Cleveland, OH

4) Valparaiso, IN

VALPOCLEVELAND

ATLANTAREDDING1.

2.

3.

4. 39

Logo

| t

he m

ark

1City - ArrangmentsIf you’re tight for space, use the

secondary arrangement. Otherwise,

it’s best to stick to our primary

arrangment.

1) Primary City Logo

2) Secondary City Logo

REDDING

REDDING1.

2.

40

Logo | the mark

1CampusesExpansion is fun. As your local

expression of Bethel grows and you

have need for more campuses use

this format to get the word out.

1) Twin View Campus

2) College View Campus (Main)

3) Lake Campus

4) Collyer Campus

1.

2.

3.

4.

TWIN VIEW

LAKE BLVD

COLLEGE VIEW

COLLYER

41

Logo

| t

he m

ark

1Space & SizeThe Bethel logo needs room to

breathe to make it stand out from

other graphical elements such as

typography, imagery and document

edges. (x = logo hieght)

Sizing is important because if the

logo is too small it will be illegible.

The smallest the logo should be is

.5in high unless you are placing it on

media products, then it can be scaled

down to .25in. Don’t worry, we know

you’ll do great!

.25xmin.

.25xmin.

.25x min.

.75x min.

.5” min. .25” min.

42

Logo | the mark

1Strapl ineThis is the format for our movement

strapline. Feel free to choose from

either to suit your branding needs.

The Bethel “City” logos do not have a

stapline. Please refrain from adding

your own however clever it might be. On Earth as it is in Heaven.

On Earth as it is in Heaven. Bethel.org

Bethel.org

43

Logo

| m

anip

ulat

ion

1Steer ClearBeing manipulated isn’t fun and our

logo doesn’t have arms so it can’t

fight back. Here’s some stuff to keep

in mind so that we all have fun.

1) Making the logo look like the

inside band of your favorite

stretchy pants is not a good idea.

2) Elongating the logo upward is also

“no bueno.”

3) Tilting the logo so that it appears

to be ascending is, unfortunately,

not an option.

4) Upside down. Really?

REDDING

1. 2.

3. 4. 44

Logo | backgrounds

1Cool & Not CoolWe’re not a rules and regulations

kind of organization; however, here

are some exaples of what we think is

cool and just plain bad.

1) White backgrounds are super cool!

2) Neutral backgrounds are also

very nice!

3) Say no thanks to gradients on

the logo.

4) Levitation mode (logo drop

shadows) isn’t cool.

5) Backgrounds that are visually

cluttered or squished are an

“epic fail.”

6) Resting the logo on yucky colors,

gradients and/or patterns seems

wrong... So not cool.

2.

3.

5.

6.

1. 4.

45

2 Type + family+ usages

Type | family

2Open SansThe Open Sans family is our primary

type family. This typeface should be

set as our default font. Open Sans is

our everyday modernesque typeface;

it’s what we use for conversation.

Variat ions (12)

Light

Regular

Semibold

Bold

Extrabold

Italics

Condensed

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!$&@*%) 0123456789

47

Type

| f

amily

2CardoCardo is our secondary font. Why

two fonts? Good question. Cardo is

our formal font, which we will use

on contract agreements, “coroprate

briefs” and the like. Cardo is our

business voice.

Variat ions (3)

Regular

Bold

ItalicAaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!$&@*%) 0123456789

48

Type | usages

2Headl ine & BodyIf you want to make your docs look

legit, vary the Headline and Body

text by 12pts and type something

amazing.

1) Every day writings Headline (Open Sans _ SemiBold) Body (Open Sans _ Light)

2) Creative language Headline (Open Sans _ Condensed) Body (Open Sans _ Light)

3) Semi Formal Headline (Open Sans_ Regular) Body (Cardo _ Regular)

4) Super Formal Headline (Cardo _ Regular) Body (Cardo _ Regular)

Headline

Headline Headline

HeadlineBody TextBody Text

Body Text Body Text

1.

3.

2.

4. 49

3 Color + color %+ secondary

Color | color %

3Colorful Much?We live in a vibrant and colorful

world. Our lives are full of color and

colorful people. So when it comes to

the logo, we’re determined to keep

it simple by sticking to these two

colors. We’ll let the rest of the world

be our palette.

80

100

%

%

black

whiteRGB R: 255 G: 255 B: 255

RGB R: 88 G: 89 B: 91

CMYK C: 0 M: 0 Y: 0 K: 0

CMYK C: 0 M: 0 Y: 0 K: 80

51

Colo

r |

sec

onda

ry

3What are the Colors doing?We like the world to be our color

palette, so when creating something

with a shorter life span look at what

nature is doing. However, this is only

if your project calls for a secondary

color, otherwise stick to the primary

palette and allow your photography

to add the life.

Autumn

Winter

Spring

Summer 452

4 Photos + shots+ usages

Phot

o |

sho

ts

4What we l ikeWhen we select photography as a

way to enhance our brand story,

remember that Bethel’s images are

warm, real and inviting. The image

should capture people’s hearts and

introduce them to a greater reality.

Here are a few things we like to see.

1) Smiles

2) Close Ups

3) Wide Framing

4) Movement

5) Nature

6) Fun

7) Raw & Real

8) Family

9) Encounters

1.

4.

7.

2.

5.

8.

3.

6.

9.

54

Photo | shots

4Using ThirdsMake sure to use the “rule of thirds”

when photographing your subject.

The purpose of using this grid is to

create a compelling composition as

well as room for graphics and text.

The most important elements of your

composition should be placed in the

cross hairs of the grid.

PS - This grid is imaginary so it’s up to

you to see it with your creative eye...

Unless, of course you, have one of

those nifty cameras that has it in the

view finder.55

VS

Phot

o |

sho

ts

4Depth of F ieldThe purpose of depth of field is

to highlight or draw focus to the

importance of the subject matter.

Although in some cases it may be

desirable to have the entire image in

focus, a small depth of field can often

be more effective.

1) Focus on foreground subject

2) Focus on background subject

1. 2.

56

4Expose to the RightWhen shooting in low level lighting

enviroments, such as conferences or

services, it’s important to expose to

the right. We want bright and vibrant

shots, without blowing out the detail.

As close to the right wall without

hitting it is the key. This allows us to

capture all the information and then

in post production we can adjust

it to what our eye sees. Otherwise

we’ll just have a SD card full of dark,

unusable photos. Also, shoot in RAW

format.

1) Histogram of a low contrast scene,

exposed to the right.

1.

57

Photo | shots

Phot

o |

usa

ge

4What to look forWhen we select photography as a

way to enhance and communicate

a message, remember that Bethel’s

imagery needs to be real and raw.

Commissions & StockThere will be times when you want

to commission photographers for

specific shots or buy them from stock

libraries. When you feel this, it’s a

good idea to go over this checklist

before you spend the dough.

+ Does the image feel natural?

+ Does the image feel unique and

not like a stock shot?

+ Does it convey a story that you

would like to be invited into?

2.

3.

5.

6.

1. 4.

58

Photo | usage

4Photos & GraphicsWhen using photos and graphics

together we want to make sure that

they aren’t competing for attention.

Harmony is a key factor when these

two become one. (Remember to use

negative space to your advantage.)

1) Placing the logo in an unobtrusive

spot is great. It should have room

to breathe and be legible.

2) Having the title and subtext in

negative space is your best bet.

3) When we put the logo on top of a

photo that already has a lot going

on, it just hurts the eye gates.

4) Please don’t place text over

someone’s chest. Find open space

to do that.

1.

2.

3.

4.

Title & Subtextis welcomehere

Big Long Title & Subtext

59

5 Icons + Social+ Off ice

Icons | social

5We’re Sociable Peeps.When projects need to reference

social networking sites, use these

icons.

1) Instagram

2) Twitter

3) Vimeo

4) Facebook

5) Flickr

6) Skype

7) RSS Feed

1. 2.

6. 7. 5.

3. 4.

61

Icon

s |

offi

ce

5Visual L ingoSymbols are a quick and easy way to

communicate. If it makes sense to

use these icons, go for it. It’ll keep us

from being too wordy and more like

“boo-yah it’s 2013.”

1) Sound & Volume

2) Menu

3) Acounting

4) Search / Zoom

5) Notes

6) Fax/ Doc / Download/ Trash

7) Profile / Avatar

8) Love / Like / Dislike

9) Web / Reload / Exit

10) Mail / Message / Share

11) iPad / iPhone / iPod

12) Music or CD / Book / Location

13) Video / Play / Full Screen

012

szy

fkg

mbo

hPv

4Z

reV

jlL

QOM

678

dKDI

wRX

CB,

7. 8. 9.

4. 5. 6.

1. 2. 3.

10. 11. 12.

13.

62

And that’s it,Hope you’re as excited as we are. It’s been fun catching you up on all the new stuff. Be looking for the updated versions as we continue to find creative solutions to represent ourself to the world. Till next time.

Bethel Media © 2013 | 5090 Caterpillar Rd. Redding CA 96003 | 530-351-7500