communication guidelines

---

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.

——

diocese of orange

|

christ cathedral communication guidelines v1.0

2

table of contents

diocese brand basics

communication scenarios

christ cathedral brand basics

Our Story

5

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

24

Logo Don’ts

25

Marketing to Non-Catholics to Get Them to Visit as a Tourist

27

Inviting Catholics in Orange County to Visit

28

Inviting the Faithful to Join the Parish Community at the Cathedral

29

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

32

this is a living, breathing document. please let us know how we can make it better for you. diocese of orange

|

christ cathedral communication guidelines v1.0

3

—— diocese brand basics ——

diocese of orange

|

christ cathedral communication guidelines v1.0

4

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.

diocese of orange

|

christ cathedral communication guidelines v1.0

5

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.

diocese of orange

|

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.

christ cathedral communication guidelines v1.0

6

our tagline

brand tagline A short phrase that communicates the highest priority message about the Diocese of Orange brand.

diocese of orange

|

christ cathedral communication guidelines v1.0

—— 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.

continued on next page diocese of orange

|

christ cathedral communication guidelines v1.0

8

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.

diocese of orange

|

christ cathedral communication guidelines v1.0

9

visual system color palette

typography

abc123 abc123

framing device

imagery

neutra

abc123 abc123

community

faith

roboto slab

location (map) diocese of orange

|

christ cathedral communication guidelines v1.0

10

logo primary logo

entity logo lock-up

event logo lock-up

diocese of orange

|

christ cathedral communication guidelines v1.0

11

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…

diocese of orange

|

christ cathedral communication guidelines v1.0

12

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.

diocese of orange

|

because: The Diocese of Orange is the growing Catholic community in Orange County, CA on a journey of faith together.

christ cathedral communication guidelines v1.0

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.

13

—— christ cathedral brand basics ——

diocese of orange

|

christ cathedral communication guidelines v1.0

14

our story

our brand positioning is the core of what our communications should say about who we are

diocese of orange

|

christ cathedral is a beacon of

faith within and beyond the Diocese of Orange, a gathering place for all on their journeys of faith.

christ cathedral communication guidelines v1.0

15

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.

diocese of orange

|

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

christ cathedral communication guidelines v1.0

16

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.

diocese of orange

|

christ cathedral communication guidelines v1.0

17

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

diocese of orange

|

christ cathedral communication guidelines v1.0

18

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

|

christ cathedral communication guidelines v1.0

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

19

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

diocese of orange

|

christ cathedral communication guidelines v1.0

AaBbCcDdEeFfGgHh IiJjKkLlMmNnOoPpQq 0123456789

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.

diocese of orange

|

christ cathedral communication guidelines v1.0

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.

21

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.

faith diocese of orange

|

christ cathedral communication guidelines v1.0

community

location 22

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.

diocese of orange

|

one color alternate options

christ cathedral communication guidelines v1.0

23

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.

diocese of orange

|

example of the entity wordmarks

cathedral memorial gardens christ cathedral parish christ cathedral academy pastoral center christ catholic cathedral corporation

christ cathedral communication guidelines v1.0

24

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.



















 diocese of orange

|

christ cathedral communication guidelines v1.0

25

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.

diocese of orange

|

christ cathedral communication guidelines v1.0

26

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

diocese of orange

|

christ cathedral communication guidelines v1.0

27

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

diocese of orange

|

christ cathedral communication guidelines v1.0

28

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

diocese of orange

|

christ cathedral communication guidelines v1.0

29

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

diocese of orange

|

christ cathedral communication guidelines v1.0

30

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

diocese of orange

|

christ cathedral communication guidelines v1.0

31

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

diocese of orange

|

christ cathedral communication guidelines v1.0

32

—— 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

——

diocese of orange

|

christ cathedral communication guidelines v1.0

33