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BELIEVEP O W E R E D B Y Z O N D E R V A N

BR A N D STA N DA R DS A N D GU I DE L I N E S

F E BRUA RY 2015

TABLE OF CONTENTS

Descriptions and Copy Standards 1

Adult Bible Cover Design 7

Logotype 8

Typefaces 12

Graphic Elements 13

Color Palettes 15

Adult Bible Chapter Headers 16

Weekly Chapter Icons 17-19

DESCRIPTIONS AND COPY

STANDARDS

1

Believe is a special product with unique selling propositions. The following descriptions and copy standards are approved to use in the various ways outlined below.

Taglines

• Tagline: Know what you Believe and why it matters

• Alternate Tagline: It’s one thing to know the story of the Bible. It’s another thing to live it.

• Core Bible Subtitle: Living the story of the Bible to become like Jesus.

• Opening paragraph/or ending paragraph of copy suggestion: What you believe drives everything.

Taglines for side-by-side differentiation with The Story

For THE STORY:

Read the Bible as one continuous story and understand it like never before.

For BELIEVE:

Read the Bible as the guide to think, act, and be like Jesus.

Believe consumer copy:

Grounded in carefully selected Scripture, Believe, NIV is a unique spiritual growth experience that takes you on a journey to think, act, and be more like Jesus. General editor and pastor Randy Frazee walks you through the ten key Beliefs of the Christian faith, the ten key Practices of a Jesus-follower, and the ten key Virtues that characterize someone who is becoming more like Jesus.

Believe alternate consumer copy:

Grounded in carefully selected Scripture, Believe, NIV is a unique spiritual growth experience that takes you on a journey to think, act, and be more like Jesus. General editor and pastor Randy Frazee walks you through the ten key Beliefs of the Christian faith, the ten key Practices of a Jesus-follower, and the ten key Virtues that characterize someone who is becoming more like Jesus. Every believer needs to ask these three questions: • WHAT DO I BELIEVE? • WHAT SHOULD I DO? • WHO AM I BECOMING? Each chapter uses short topical passages from the New International Version to help you live the story of the Bible. As you journey through this book, whether in a group or on your own, one simple truth will become undeniably clear: what you believe drives everything. Using this edition of Believe, NIV, church families around the globe can now embrace a full ministry year through worship services, small group studies, and family activities. Learn more about this church-wide experience at BelieveTheStory.com.


STANDARDS

Product Descriptions

2

Believe campaign consumer copy:

Believe is a groundbreaking Bible-reading experience that will anchor every member of your family in the core teachings of Scripture: the 10 key beliefs, 10 key practices, and 10 key virtues of a Christian. Learn with your whole family—and your whole church—how to think, act, and be more like Jesus.

Believe alternate campaign consumer copy:

Grounded in Scripture, Believe is a spiritual growth experience for all ages, taking each person on a journey toward becoming more like Jesus in their beliefs, actions, and character. There is an edition for adults, one for students, two versions for children, and curriculum for every age group. All four age-appropriate editions of Believe unpack the 10 key beliefs, 10 key practices, and 10 key virtues of a Christian, so that everyone in your family and your church can learn together to be more like Jesus.


STANDARDS

Product Descriptions

3

Things to avoid in consumer copy:

• Assumptions that the reader is familiar with The Story (e.g. Do not use, "You know the story. Now live the story. Believe." or

"Grounded in carefully selected scripture, like The Story, Believe is a…")

• References to the whole-church journey or whole-church campaign (but ok to mention "your church" and talk about the whole family)

• References to 30 weeks (instead focus on 10 beliefs, 10 practices, and 10 virtues)

• References to “products” (instead use “resources”)

• References to the Adult, Student, or Kids’ editions as books (they are Bibles)

• References to the teen audience (instead use “students”)

Copy aimed at pastors and church leaders can be more specific about the whole-church and 30-week aspects of the product.


STANDARDS

4

5


STANDARDS

Believe is a special product with unique selling propositions. The following descriptions and copy standards are approved to use in the various ways outlined below.

References to Randy Frazee should refer to him as General Editor for all resources, except Think, Act, Be Like Jesus and Believe Storybook, for which he is the author.

Examples:

• "From general editor and pastor Randy Frazee" • "Randy Frazee, General Editor, Believe"

Helps believers of all ages answer three driving questions:

• What do I believe? • What should I do? • Who am I becoming? These benefits can be rendered as the above questions, or using these three sets of verbs/nouns:

• Think • Act • Be • Beliefs • Actions • Character • Beliefs • Practices • Virtues

General Editor

Benefit Statements

6


STANDARDS

Italics

Benefit Examples:

• Pastor product description: This topical, abridged Bible illuminates the core beliefs found in the Bible to help you think, act, and be more like Jesus.

• Program description: Helping Christians of all ages become more like Jesus in their beliefs, actions, and character.

• Alternate program description: Believe is a groundbreaking Bible- reading experience that will anchor every member of your family in the core teachings of Scripture: the 10 key beliefs, 10 key practices, and 10 key virtues of a Christian.

• Consumer product description: Grounded in carefully selected Scripture, Believe, NIV is a unique spiritual growth experience that takes you on a journey to think, act, and be more like Jesus. General editor and pastor Randy Frazee walks you through the ten key Beliefs of the Christian faith, the ten key Practices of a Jesus-follower, and the ten key Virtues that characterize someone who is becoming more like Jesus.

Italicize "Believe, NIV" whenever referring to a specific book title.

Do not italicize "Believe" when referring to the campaign or series.

Examples:

• "Believe, NIV includes short topical passages from the NIV Bible…"

• "The Believe Storybook helps young children…"

• "...Believe is a unique spiritual growth experience for all ages..."

• "The Believe whole-church campaign…"

ADULT BIBLE

COVER DESIGN

7

LOGOT YPE The Believe logotype can be displayed with or without the subline. When being used in color applications, the logotype must be displayed in PMS 7545.

BELIEVE

BELIEVE

L I V I N G T H E S T O R Y O F T H E B I B L ET O B E C O M E L I K E J E S U S

With subline:

Without subline:

8

LOGOT YPEVISUAL

CLEAR ANCE

To maintain the visual prominence of the logotype in graphic layouts, an area of clearance must always be preserved around it. This diagram shows the minimum clearance that should be maintained.

BELIEVEL I V I N G T H E S T O R Y O F T H E B I B L E

T O B E C O M E L I K E J E S U S

X

X

X

X

X

9

LOGOT YPEREVERSED

When reversed out, Believe should be displayed in white.

BELIEVE

BELIEVEL I V I N G T H E S T O R Y O F T H E B I B L E

T O B E C O M E L I K E J E S U S

With subline:

Without subline:

10

LOGOT YPEDON’TS

Proper usage of the Believe logotype is essential to the clear communication of the correct message.This page illustrates common mistakes that should always be avoided.

Do not use unspecified colors.

Do not change element proportions.

Do not stretch vertically or horizontally.

Do not change formatting or fonts.

Do not use on low contrasting backgrounds.

Do not use on distracting backgrounds.

BELIEVE

BELIEVE

BELIEVE BELIEVE

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T YPEFACES

HEADLINE COPY T YPEFACE

BODY COP Y A N D SU BH E A D T Y PE FACE

AVENIR BOOK

M R SE AV E S ROM A N

a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0

a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0

Proper type usage helps to create a hierarchy of information and readability for the Believe materials.The juxtaposition of serif and sans-serif typefaces achieves this visual balance.

Avenir Book is the proper text for headlines and headings.It should be used in all caps with the tracking set at 110.

MrsEaves Roman is appropriate for body copy and subheadings. The typeface should be set in all caps with tracking set at 350 for subheading usage.

12

PRIMARYGR APHICELEMENT

The primary graphic element for Believe materials is the key.

13

GR APHICELEMENT

DON’TS

This page illustrates common mistakes that should always be avoided when using graphic elements.

Do not change colors.

Do not alter proportions.

Do not place on low-contrasting backgrounds.

Do not place on distracting backgrounds.

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COLOR PALET TES

PRIMARY PALET TE

SECONDARY PALET TE

The following colors are components of the overall Believe identity. Primary and secondary color palettes are to be used in print and online communications. Consistent use of these colors aid in a cohesive brand apperance.

Believe BluePantone® 7545CC76 M60 Y45 K25R69 G84 B100#435463

Believe GreyPantone® 7541CC13 M7 Y8 K0R218 G223 B225#DADFE1

Believe SlatePantone® 7544CC57 M41 Y34 K3R119 G134 B146#778692

Believe Light BluePantone® 2905CC41 M8 Y2 K0R144 G200 B231#90C8E7

Believe GreenPantone® 5625CC58 M35 Y56 K10R115 G132 B114#738472

Believe RedPantone® 484CC25 M92 Y99 K20R159 G48 B37#9F3025

Believe BrownPantone® 1545CC38 M73 Y97 K46R104 G56 B25#683819

Believe GoldPantone® 1235CC0 M32 Y95 K0R253 G181 B37#FFB52E

Believe TealPantone® 299CC80 M18 Y0 K0R0 G161 B221#00A3DE

Believe WhiteOpaque White InkC0 M0 Y0 K0R255 G255 B255#FFFFFF

15

ADULTBIBLE

CHAPTER HEADERS

The imagery used at the start of each new chapter of Believe is approved to be displayed in the following format.

16

WEEKLYCHAPTER

ICONGR APHICS

Weeks 1-10

We have designed 30 icons to represent each week of the church campaign. There are printed materials and marketing resources available that can be used to promote Believe in your church or ministry. These icon images cannot be provided as a separate file. We have supplied the stock house information under each icon for your convenience.

17

Week 1

iStock.com000007140146

Week 2


Week 3

Thinkstock.com87536513

Week 4

Shutterstock.com99963560

Week 5

123RF.com 7163790

Week 6


Week 7


Week 8

Thinkstock.com95708227

Week 9


Week 10

123RF.com29342275

WEEKLYCHAPTER

ICONGR APHICS

Weeks 11-20

18

Week 11

Shutterstock.com 206166499

Week 12


Week 13

m.inmagine.comtt0120993

Week 14


Week 15

graphicstock.com6898-101413-gs6898.jpg

Week 16


Week 17


Week 18


Week 19


Week 20


WEEKLYCHAPTER

ICONGR APHICS

Weeks 11-20

19

Week 21


Week 22


Week 23


Week 24


Week 25

123RF.com4757742

Week 26


Week 27

TableShutterstock.com

213885766Cups - iStock.com

000013761013

Week 28


Week 29


Week 30

Bowl - iStock.com000012518775

Towel - iStock.com000037316178

THINK. ACT.

BE.IMAGERY

GR APHICS

20

Bible Image

Photography done for Zondervan

Hands with Heart

iStock_000015699177

Woman with back to camera

123RF_dmbaker080900068

THINK. ACT.What do I believe? What should I do? Who am I becoming?

BE.

Branding imagery for marketing. It is preferred that these images remain as they are designed below. These images cannot be provided as a separate file. Please see the stock house information under each icon for your convenience.

All imagery and creative assets in this document are for the sole use of Believe promotion. Any unauthorized use for any other purpose is strictly prohibited by law.

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