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christ cathedral communication guidelines
—— what this document is and how it should be used This document is designed to provide you with the information you will need to ensure the consistent, compelling communication efforts of Christ Cathedral are aligned with those of the wider Diocese of Orange brand across all communication channels. In the pages that follow, you will find the foundational elements of the Diocese of Orange brand and guidance for using it in communication efforts specific to Christ Cathedral. We encourage you to familiarize yourself with the brand and join us in our efforts to maintain the strength of the Diocesan voice and better broadcast the message of the Gospel from our unique, beautiful place of worship.
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table of contents
diocese brand basics
communication scenarios
christ cathedral brand basics
Our Story
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Our Story
15
Vision and Mission Statements
6
Our Voice
16
Our Tagline
7
Our Communication Pillars
17
Our Personality
8
Framing Device
18
Color Palette
19
Visual System
10
Logo 11
Typography 20
Our Identity
Typography in Use
12
Framework 13
21
Photography 22 Logo 23 Logo in Use
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Logo Don’ts
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Marketing to Non-Catholics to Get Them to Visit as a Tourist
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Inviting Catholics in Orange County to Visit
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Inviting the Faithful to Join the Parish Community at the Cathedral
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Community-based Event Marketing for General Audiences 30 Faith-based Event Marketing for Catholic Audiences 31 Location-based Marketing for the Old Crystal Cathedral Audience
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this is a living, breathing document. please let us know how we can make it better for you. diocese of orange
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—— diocese brand basics ——
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the diocese story
our brand positioning is...
the diocese of orange is the growing Catholic community
The core of what our communications should say about who we are.
in Orange County, California on a journey of faith together.
keep in mind
the pastoral center of the diocese of orange
A diocese is often viewed as an administrative or governing body, but in fact a diocese is authentically and more accurately defined as the believers who comprise the Catholic Church in a particular geographical area.
empowers all aspects of the Catholic experience through meaningful service that helps guide community members as they journey in faith together.
christ cathedral is a beacon of faith within and
beyond the Diocese of Orange, a gathering place for all on their journeys of faith.
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vision and mission statements
brand vision statement Our greatest aspiration for the communication efforts of Diocese of Orange.
brand mission statement The functional, day-to-day undertaking of the Diocese of Orange communication efforts.
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Use our communication efforts to encourage and inspire all members of the Orange County community – wherever they may be on their personal journeys of faith – to become involved with our diocese and grow closer to God.
In order to encourage and inspire involvement with our diocese, we will use our communication efforts to relate all of our services and ministries, programs and events, to the community’s journey of faith through a unified brand voice.
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our tagline
brand tagline A short phrase that communicates the highest priority message about the Diocese of Orange brand.
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—— together we journey, together in faith. —— 7
our personality
brand personality Our brand personified; the attributes and characteristics used to describe the way the Diocese of Orange looks, feels, and communicates.
devout & faithful
Our Catholic faith is the foundational element of our organization. Our fervent commitment to the Gospel is to be evident in our organization as we live out our faith.
loving “My command is this: Love each other as I have loved you.” John 15:12
We are to speak and act with the compassion of Christ. Sharing our lives in service to others, the generosity and kindness we show our community is in response to the love Christ has shown us.
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our personality
brand personality cont.
instructive & empowering
We guide the faith community as it journeys along the path of righteousness. We introduce biblical principles to those inquiring about the faith and we mentor believers as they come to know God better. Seasoned in our journey of faith, we edify the Diocese by enlightening the community with the truth of the Gospel.
relational
Each individual’s journey of faith is to take place within the larger community of Catholic believers. Therefore, we must strive to build personal, meaningful connections between the members of the Diocese.
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visual system color palette
typography
abc123 abc123
framing device
imagery
neutra
abc123 abc123
community
faith
roboto slab
location (map) diocese of orange
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logo primary logo
entity logo lock-up
event logo lock-up
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our identity
The Diocese of Orange brand is inherently complex because it contains many unique entities that ultimately deserve their own tailored message. But to create clarity, ensure consistency, and help our community better connect with us, we need a single brand system that unites our many entities. for example: • Christ Cathedral is certainly a unique place that brings people together, but it does so in the service of the wider Diocese community • The Pastoral Center is very much a unique office that provides support, but it does so in the service of the wider Diocese community While each entity will have a unique message, they all contribute to the wider Diocese brand story…
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framework
how to think about the christ cathedral brand in comparison to the diocese brand: Christ Cathedral is a physical manifestation of the Diocese of Orange brand – a home to Catholics in Orange County that represents and displays the values and beliefs of the community. As the beacon of faith within the Diocese of Orange, the messaging and visual style of Cathedral should be aligned with that of the larger Diocese, to constantly reinforce that they work together.
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because: The Diocese of Orange is the growing Catholic community in Orange County, CA on a journey of faith together.
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then: Christ Cathedral is a beacon of faith within and beyond the Diocese of Orange, a place for all in the community to gather, wherever they may be on their journey of faith.
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—— christ cathedral brand basics ——
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our story
our brand positioning is the core of what our communications should say about who we are
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christ cathedral is a beacon of
faith within and beyond the Diocese of Orange, a gathering place for all on their journeys of faith.
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our voice
brand voice The personality and tone of the Christ Cathedral brand is derived from the Diocese brand personality tone to which it belongs.
Above all, Christ Cathedral should emphasize a relational personality and it’s naturally inviting tone, in both messaging and visual expression. Specific events, scenarios or services at Christ Cathedral may choose to highlight one of the other personality traits and tone (e.g. tour guides should of course be instructive and educational), but in general, Christ Cathedral at large in most communications should always come across as relational in personality and inviting in tone.
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The tone for devout & faithful would be
virtuous
The tone for loving would be compassionate (similar to agape love) The tone for instructive & empowering would be
eloquent & educational
The tone for relational would be
inviting & authentic
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our communication pillars
faith
community
location
As a beacon of our Catholic
The faithful throughout
Situated in the heart of
faith, Christ Cathedral
Orange County are on a
Orange County, Christ
Faith, Community, Location.
shines the love of God
journey of faith together.
Cathedral is a truly unique
and shares the message
At Christ Cathedral,
destination. With 7 buildings
The emphasis on each of these in communication efforts will vary depending on the situation.
of the Gospel within and
our community gathers
and 34 acres, the location
beyond Orange County.
in worship and fellowship,
serves many purposes
While it is certainly a site
growing closer to one
and can host a wide range
of architectural wonder,
another and closer to God
of events. The stunning
Christ Cathedral is above
as we explore, experience,
grounds and awe-inspiring
all a House of God.
and share in the love of our
architecture throughout the
Lord Jesus Christ.
property reflect the beauty of
Applying the Diocese of Orange brand specifically to Christ Cathedral, there are three unique brand pillars that Christ Cathedral should celebrate:
our God.
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framing device
The frame is rooted in the idea of stories told through stained glass windows. This acts as a visual bridge between Catholic traditions and the modernity of the architecture on the Cathedral grounds. The frame is represented by a thick line which allow areas to become focal points or ideas of importance. You may use one of the colors from our palette or even an image as a framing device.
—— do nothing out of selfish ambition or vain conceit, but in humility consider others better than yourselves. ——
—— a gathering place for all on their journeys of faith ——
philippians 2:3
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color palette
pantone 485u
r235 g90 b79 #eb5a4e
pantone 7621u
r194 g91 b90 #c15b5a
pantone 4703u
r248 g205 b127 #f8cd7f
pantone 1225u
r255 g187 b77 #ffba4d
pantone 320u
r0 g155 b167 #009aa7
pantone 322u
r20 g114 b120 #147178
pantone 2735u
r104 g89 b166 #6859a6
pantone 2765u
r88 g79 b117 #574e75
c2 m80 y70 k0
c20 m76 y61 k4 Using the Heraldic Device of the Diocese of Orange and the surroundings of Orange County as the foundation for color, the palette includes friendly warm tones that are grounded with the addition of cooler tones, allowing for a balance of both seriousness and approachability. The colors are shown to the right in four different color codes. Pantone is a standardized color system for print and whenever possible should be used for solid color applications. CMYK is also for print production and is often more cost effective. RGB is for on-screen images. and the hex code (the one that starts with #) is for use primarily in web coding applications.
c2 m19 y58 k0
c0 m32 y76 k0
c93 m15 y36 k0
c87 m40 y47 k13
c69 m74 y0 ko
c73 m73 y31 k14 diocese of orange
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pantone 7625u
r242 g118 b107 #f1766b
pantone 1225u
r255 g228 b148 #ffe393
pantone 7709u
r108 g178 b190 #6bb1bd
pantone 7769u
r123 g120 b162 #7a77a2
c0 m67 y53 k0
c0 m10 y49 k0
c58 m14 y23 k0
c58 m54 y16 k1
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typography
The use of the Neutra typeface harkens back to the architectural beginnings of Christ Cathedral and Reverend Schuller’s ministry at the Arboretum, which was designed by the world reknowned architect Richard Neutra. This typeface was created based upon his original sketches. Roboto Slab harmoniously balances with the Neutra typeface. It is legible and more importantly adaptable to Vietnamese text.
for headlines & section titles
for body copy
neutra text bold
Roboto slab bold
neutra text book
Roboto slab Regular
abcdefghijklm nopqrstuvwxyz 0123456789 abcdefghijklm nopqrstuvwxyz 0123456789
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AaBbCcDdEeFfGgHh IiJjKkLlMmNnOoPpQq 0123456789 20
typography in use for headlines & section titles
headline title headline title For headlines and section titles use the Neutra typeface in the bold weight in one of the colors from the palette. If your application allows it, use small caps. If this is not an option, please use all caps. You can add the framing device if desired.
Headline Title Do not use the Neutra typeface in small caps in combination with regular caps.
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for subtitles
underline
Subtitle Example
important text
Beauty of Catholicism
Beauty of Catholicism For subtitles use Roboto Slab Bold in title case. Use either black, 60% black or a color from our color palette for all subtitles against a white or a light colored background. When the subtitle is against a colored background, please reverse it out to white. for body copy
For all body copy, use the Roboto Slab typeface. This copy is laid out in Roboto Slab Light at 11pt.
When there is a passage of text or a callout that you want to highlight, you can underline it with the same color as the text.
important note Please ensure that all text, headlines and body copy appears against a background color that provides enough contrast for easy reading.
Use either black or 60% black for all body copy against a white or a light colored background. When the text is against a colored background, please reverse the text out to white.
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photography
We are blessed to be a part of a Diocese with so many beautiful gathering places and impassioned believers. It is important that we showcase our community through imagery. Our photgraphy should do the following: •
Highlight different aspects of the
•
Embody what it means to be a part of the Catholic community of Orange
•
Showcase the beauty of the location of Christ Cathedral
journey of faith
keep in mind: When using photography you can use a color from the branded color palete as an overlay. If you need photos for your design execution, you can access the rich photo library that the Diocese of Orange has located here.
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logo
The logo for Christ Cathedral draws upon the visual system in place for the Diocese of Orange.
primary logo
The framing device has the Diocese of Orange wordmark within it to reinforce that Christ Cathedral is the beacon of faith for the entire Diocese. The icon in logo is a representation of the iconic Prayer Spire, but the motif is augmented with a very visible cross which reinforces our faith. This logo can be used for any of the entities within the Christ Cathedral grounds. On the next page you will see examples of how to properly showcase the relationship.
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one color alternate options
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logo in use
In order to not confuse our audience by giving every entity on the Christ Cathedral grounds a logo, we are instead simplifying the approach and adding consistency. The Neutra typeface has such significant roots on the Cathedral grounds. For all marketing needs the entity will showcase their name in Neutraface Text Book in all small caps. In addition to the entity name the Christ Cathedral logo should also appear on the material. The two should never be locked up together.
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example of the entity wordmarks
cathedral memorial gardens christ cathedral parish christ cathedral academy pastoral center christ catholic cathedral corporation
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logo don’ts
It is important that we treat our logo with respect and consistency. Please do not do any of the follow treatments to the logo. The logo for Christ Cathedral must always appear in English.
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communication scenarios
The degree to which each of the communication pillars–faith, community, and location–are emphasized in messaging for Christ Cathedral will depend on the situation. The following pages showcase possible communication scenarios and provide guidance for messaging and imagery usage in each instance. Use these examples for direction on which of the pillars to emphasize in each scenario. While communication needs will vary and the Christ Cathedral brand will be applied to many differing circumstances, it is important to maintain tone, focus and consistency in order to best reinforce the unique, authentic story of the brand.
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marketing to non-catholics to get them to visit as a tourist very location based principles of communication: •
Use messaging that emphasizes the physical uniqueness of Christ Cathedral
•
Focus messaging on the grounds and the architecture
•
Mention specific buildings and their prominent architects
•
Use photography that showcases the grounds and displays the beauty of the buildings
•
Communication in situations like this should position Christ Cathedral as a must see destination in Orange County
located in the heart of orange county, the grounds of christ cathedral are a site of architectural wonder and spiritual significance. tours of these stunning grounds are offered daily for those who wish to see the property’s aweinspiring buildings, which were designed by world renown architects and reflect the beauty of our faith.
try to utilze at least 3 of the principles
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inviting catholics in orange county to visit
christ cathedral is home to catholics across orange county. visit these stunning grounds to see the awe-inspiring architecture that displays the glory of our god and experience the unity we share in the love of christ.
faith and location principles of communication: •
Use messaging that emphasizes the relevance of Christ Cathedral to Catholicism at large
•
Focus messaging on the grounds and the architecture as well as their spiritual significance
•
Use photography that showcases our Catholic faith being expressed and practiced throughout the grounds of Christ Cathedral
•
Communication in situations like this should position Christ Cathedral as a home to all Catholics in Orange County
try to utilze at least 3 of the principles
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inviting the faithful to join the parish community at the cathedral faith and community principles of communication: •
Use messaging that invites Orange County Catholics to worship with our Cathedral’s community
•
Focus messaging on the practice and expression of our Catholic faith in an inviting way
•
Use photography that showcases our community practicing and expressing our Catholic faith
•
Communication in situations like this should invite Catholics to join the community at Christ Cathedral Parish for worship
at christ cathedral, we invite you to explore, experience, and share in the love of our lord jesus christ as we journey together in faith. visit our vibrant and faithful community of catholic believers for the celebration of the eucharist at one of the many masses held each week.
try to utilze at least 3 of the principles
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community-based event marketing for general audiences
throughout the week, the christ cathedral hosts many fun and exciting events, giving you the opportunity to connect with our vibrant community. from movies on the lawn to pop-up restaurants, our truly unique location is home to fellowship and connection between people of all faiths.
community and location principles of communication: •
Use messaging that is inviting for Catholics as well as those outside the faith
•
Focus messaging on the personal connections taking place at the Cathedral
•
Use photography that showcases gatherings and highlights events
•
Communication in situations like this should invite all to participate in events on Cathedral grounds
try to utilze at least 3 of the principles
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faith-based event marketing for catholic audiences faith and community principles of communication: •
Use messaging that invites Catholic believers to participate in events
•
Focus messaging on the role of community in the journey of faith
•
Use photography that showcases the community expressing its faith in ways outside of Mass
•
Communication in situations like this should emphasize the development of faith with other Catholics
throughout the week, the christ cathedral presents many opportunities for you to further and enrich your journey of faith alongside others in our catholic community. join us for lecture series, choir concerts, and more as we grow closer to one another and closer to god. try to utilze at least 3 of the principles
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location-based marketing for the old crystal cathedral audience location and community principles of communication: •
Use messaging that invites nonCatholics to the visit the former Crystal Cathedral site
•
Focus messaging on the role of Rev. Schuller’s legacy
•
Use photography that showcases the beauty of the Cathedral
•
Communication in situations like this should emphasize the continuation of faith practice
the passionate efforts of rev. schuller and his ministry at the former crystal cathedral made it possible for christ cathedral to be a beacon of faith for the diocese of orange. we welcome one and all to experience the changes taking place and witness the legacy as it continues to inspire. try to utilze at least 3 of the principles
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—— as our communication needs progress we will be adding to these guidelines. if there are any questions, please reach out to: ryan lilyengren
Director of Communications
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