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Mennonite

Church

Visual Identity
Guidelines
Contents

Introduction 1
A Symbol of Our Faith 2
Type Signatures 4
Logo Formats 5
Logo as Primary Identification 6
Logo as Secondary Identification 7
Logo and Address Information 8
Logo and Address Applications 9
Logo Tolerances 10
Typefaces 11
Colour and Materials 12
Incorrect Use 14
Stationery for Church Agencies 15
Forms for Church Agencies 16
Stationery for Congregations 17
Publication Formats 18
Signage 20
Congregational Applications 22
Other Applications 23
Where To Go for Help 24
Introduction

We are pleased to share with you this booklet of visual identity guidelines for the new
Mennonite Church. The Joint General Board Executive Committee of the Mennonite
Church, General Conference Mennonite Church and Conference of Mennonites in Canada
approved this symbol to represent the new church in February 1999.
The simple, green drawing of a dove carrying an olive branch reflects Jesus’
baptism and his life and ministry; the Holy Spirit; biblical history; and the mission and
Mennonite values of the new Mennonite Church.
Church
When the new visual image was being considered by the Joint General Board,
former CMC general secretary Helmut Harder may have summed it up best when he said
the image suggests to him the biblical pilgrimage, with references to past, present and
future. “A strength of the image is that it ‘touches down’ at a number of places in our
salvation history,” he said.
Designer Glenn Fretz, Waterloo, Ont., created the image with help from designers
Judith Rempel Smucker, Akron, Pa., and Ron Tinsley, Philadelphia, Pa. Fretz said that
creating a symbol and visual identity system for the new Mennonite Church was the most
challenging assignment of his career. “It is quite a privilege to be given the task of trying to
represent the spiritual heart and soul of a people,” he said.
In January 1998, a communications task force of the Integration Committee
identified two projects requiring immediate attention—conducting a constituent
survey and developing a visual identity system for the new church. The results of the
Parkwood Constituent Survey provided the foundation for the new visual identity.
Ruth Suter, IC liaison with the communications task force, said that objectives for
the new visual image were established at the outset. The task force agreed that the image
should bring programs and people together, project the core values of the new church, be
easily adaptable, serve as a visible symbol, position the Mennonite Church as distinct within
the larger Christian movement, fit Mennonite sensibilities, stand the test of time, and meet
necessary technical requirements.
We believe that as Mennonite Church Canada and Mennonite Church USA
continue to develop as partner church bodies, this new image can serve to remind us of
our oneness in Christ and encourage us in our desire to be a new Mennonite Church
faithful to God’s call for us.
We hope that you will find these guidelines clear and thorough. As questions
surface, please direct them to us as indicated on the final page of this booklet.
Ron Byler
Dave Linscheid
Aiden Schlichting Enns

Mennonite Church Visual Identity Guidelines 1


A Symbol of Our Faith

Time after time, the Spirit in the form of a dove The symbol is graphically simple so it will function in Use only the approved artwork for the symbol. Do not
announces the coming of God to us. As Mennonites, all media: electronic, print, on-screen and display. The attempt to redraw or redesign the symbol. Artwork is
we recognize the centrality of Christ as proclaimed in design works in both large and small scales. available in both digital and photographic formats.
Scripture, revealed through the Holy Spirit, and Digital EPS files and reproduction proofs of the symbol
discerned in Christian community. The new symbol, Proper use of the symbol is the cornerstone of the can be obtained by contacting the Mennonite Church.
which has been specially designed for the Mennonite visual identity system. By following the guidelines
Church, reflects these basic tenets. outlined in this booklet, the consistent application of
the symbol will be ensured.

Specially designed 1
variations of the MC
symbol are available for
specific applications.

1. The solid version is


preferred for most
applications.

2. For large signs, banners 2 3


or cutouts, this grid will
assist in duplicating the
symbol.

3. An outline version is
available for stitching,
quilt patch and other
cutout applications.

4. A bit-mapped version is 4
useful for craft
applications such as
needlepoint and cross-
stitch.

2 Mennonite Church Visual Identity Guidelines


A Reflection on the • It brings to mind the kingdom, encouraging us For most applications, the
Mennonite Church Symbol Anabaptist vision, with its to aspire to a new heaven symbol should be
theme of peace and and new earth. The image reproduced only from
A strength of the image renewal in the 16th suggests to me the biblical reproduction proofs or
for the new Mennonite century. pilgrimage, enveloping us electronic EPS files
Church is that it “touches with a reference to past, available from the
down” at a number of And, it points us to God present and future. Mennonite Church.
places in our salvation and the Holy Spirit,
history. extending to us an —Helmut Harder,
invitation to move forward November 1998
• It brings to mind Genesis with Christ and seek the
1 and creation—the flood,
and the dove returning
with the olive branch—in
other words, the biblical
themes of hope and
creation.

• It brings to mind the


prophets’ aspiration for a
kingdom of peace. I think
of Isaiah and Micah’s
visions.

• It brings to mind Jesus’


baptism, where the dove
appears with a voice from
God affirming “this is my
beloved Son.”

• It brings to mind the


experience of Pentecost,
with the descent of the
Holy Spirit, bringing the
message of new life.

Minimum size of
reproduction

3/8”

Mennonite Church Visual Identity Guidelines 3


Type Signatures

There are several groups that will use the Mennonite Type signatures that need to be created for a specific
Church symbol. The binational and national agency or congregation should be done only by a
organizations and their agencies need to be identified qualified printer or graphic designer who has access
as well as conferences and congregations. These to a computer and the official typefaces.
groups are identified by a unique type signature.
To ensure consistency, it is important that type
signatures be set in the same typeface with the same
letterspacing and leading characteristics.

Mennonite
Mennonite Church Type Signature Settings:
Binational Frutiger Condensed
Bold Type Size: 24 pt
For general identification
of the Mennonite Church
in North America.
Church Leading: 22 pt
Letterspacing: +25/1000 em
Typefaces: Frutiger Cond.
Weights: Bold and Light

The words “Mennonite


Church” must always be set
in bold. National and
agency references are set in
light.
Mennonite Church Canada

For general identification


Mennonite Frutiger Condensed
Bold
If the name of a conference
or congregation contains
the words “Mennonite
of the Mennonite Church
in Canada. Church Church”, these words are
set in bold and the

Canada Frutiger Condensed


Light
remainder of the name is
set in light.

Agency names are


separated from “Mennonite
Church” or the national
equivalents by an empty
line space.
Mennonite Church USA

For general identification


Mennonite
of the Mennonite Church
in the USA. Church
USA

Mennonite Church
Agencies Mennonite
For specific Mennonite
Church agency
identification in North
Church
America. This format also Empty line space
applies to national

Board of
identities where the
“Canada” or ”USA”
signature is used.

Ministries
For independently
identified agencies of the
An agency Iowa-Nebraska A congregation Waterloo
Mennonite Church, of the Conference of the North
conferences and Mennonite of the Mennonite Mennonite
congregations.
Church Mennonite Church Church
Church

4 Mennonite Church Visual Identity Guidelines


Logo Formats

The logo is a combination of the Mennonite Church Except in special circumstances described elsewhere
symbol and one of the group type signatures creating a in this booklet, the symbol should not appear without
unique identifying mark. There are two official formats the “Mennonite Church” type signature.
for the Mennonite Church logo: primary (horizontal)
and secondary (vertical). The primary format should Two logo sizes are used for most applications: 1” and
be used most often. 3/4”. The size is based on the height of the symbol.

Primary Format

This is the preferred


configuration for most
applications.

Mennonite
Church

Secondary Format

This may be used where


horizontal space is limited.

Mennonite
Church

Logo sizes are


determined by the
height of the symbol.
Sizes most often used 3/4”
are 1” and 3/4”.
Mennonite 1”
Church Mennonite
Church

Mennonite Church Visual Identity Guidelines 5


Logo as Primary Identification

In addition to the binational and national should be based on that particular agency’s generic
organizations, Mennonite Church agencies and work (e.g. Missions, Media Services, Urban Ministries,
institutions are encouraged to use the Mennonite etc.). To avoid repetition, don’t use the word
Church logo as their primary identification. A “Mennonite” in these descriptions.
description of the agency is added to the logo as
shown below. When developing an agency name, it

Binational Logo
for North America
without and with an
agency description.

This logo is used to


Mennonite Mennonite
identify agencies that Church Church
serve both Canada and
USA.
Board of
Ministries

National Logo for


Canada without and with
an agency description.

This logo is used to


identify agencies that
Mennonite Mennonite
serve Canada only. Church Church
Canada Canada
Leadership
Commission

National Logo for


the USA without and
with agency description.

This logo is used to


identify agencies that
Mennonite Mennonite
serve USA only. Church Church
USA USA
Executive
Board

Foreign Language Logos

In settings where the


first language is not Eglise Iglesia
English, a foreign
language logo may be
Mennonite Menonita
employed. Refer to page Canada USA
4 for detailed guidelines
on creating a foreign
language type signature.

6 Mennonite Church Visual Identity Guidelines


Logo as Secondary Identification

For church-related agencies with their own unique


identities, the Mennonite Church logo may be used
together with an established logo. The decision about
whether unique identities are used should be made in
consultation with the MC communications office.

Existing Agency Logo as


Primary
An agency An agency
of the
of the Mennonite
Church
Agencies that have an Mennonite
established identity which
will continue may choose
Church
to acknowledge their
association with the
Mennonite Church by
using a tag line as shown.

Exisiting Congregational A congregation A congregation


of the
Logo as Primary
of the Mennonite
Church
Congregations that have Mennonite
existing logos that they
wish to retain may choose
Church New Life Centre
to acknowledge their
association with the
Mennonite Church by
using a tag line as shown.

Exisiting Conference Logo A conference A conference


of the
as Primary
of the Mennonite
Church
Conferences that have Mennonite
existing logos that they
wish to retain, may
Church Mennonite
Conference of
Eastern Canada
choose to acknowledge
their association with the
Mennonite Church by
using a tag line as shown.

Existing Agency Logo as


Secondary Mennonite
Church
This approach may be Mennonite
used as a transition Church Mennonite
Board
between an established
of Missions
identity and the new MC
identity. Mennonite
Board
of Missions

Mennonite Church Visual Identity Guidelines 7


Logo and Address Information

The postal address, telephone, fax, e-mail and web


address are always positioned flush left with the words
“Mennonite Church”. The typeface for this information
is ITC Garamond Condensed Book.

1” Symbol
with address information
set in 8/9 ITC Garamond
Book Condensed Mennonite
Church
3456 West Street
Anywhere, ST 10001
T: 555-555-1212 ITC Garamond
F: 555-555-1212 Book Condensed
E: menn@aol.com
W: www.mc.org

align

1” Symbol
with address information
set in 8/9 ITC Garamond
Book Condensed Mennonite Mennonite
Church Church
Canada
3456 West Street
Board of
Anywhere, PR N2G 3O1 Ministries
T: 555-555-1212
F: 555-555-1212 3456 West Street 3456 West Street
E: menn@aol.com Anywhere, ST 10001 Anywhere, PR N2G 3O1
W: www.mc.org T: 555-555-1212 T: 555-555-1212
F: 555-555-1212 F: 555-555-1212
E: menn@aol.com E: menn@aol.com
W: www.mc.org W: www.mc.org

1” Symbol
with address information
set in 8/9 ITC Garamond
Book Condensed

Mennonite
Church
USA
3456 West Street
Anywhere, ST 10001
T: 555-555-1212
F: 555-555-1212
E: menn@aol.com
W: www.mc.org

8 Mennonite Church Visual Identity Guidelines


Logo and Address Applications

An important role of any communications piece is to


provide the reader with all the information necessary
to respond. Therefore, the logo and address must
appear on all publications in a consistent and clear
manner. Shown below are examples of how this is
achieved.

Large publication format essential for promoting the organization as a whole. Graphic standards must be developed so planned manner. The consistent application of a
(8.5”x 11”) using whole. Graphic standards must be developed so that communications pieces are produced in a visual identity has many advantages.
horizontal logo format
with two addresses.

Mennonite Mennonite
Church Church
Canada
3456 West Street 3456 West Street
Anywhere, ST 10001 Anywhere, PR N2G 3O1
T: 555-555-1212 T: 555-555-1212
F: 555-555-1212 F: 555-555-1212
W: www.mc.org W: www.mc.org

Small publication format The Mennonite Church is a fellowship of planned manner. The consistent application of
(8.5”x 11”) using vertical congregations with many programs. A obvious one is identification/visibility in the mind
logo format with one consistent, coordinated visual identity is of the public.factor and a bond of trust among
address.
essential for promoting the organization as a the constituency will result from a coordinated
whole. Graphic standards must be developed so and focused program. Please contact me by
that communications pieces are produced in a phone: 555-666-1212m, fax: 555-666-1221 or Mennonite
planned manner. The consistent application of a e-mail: dl@mc.com. Church
visual identity has many advantages. The most USA
obvious one is identification/visibility in the 3456 West Street
Anywhere, PR V3W 1E3
T: 555-555-1212
F: 555-555-1212
E: menn@aol.com
W: www.mc.org

Small publication format and focused program. Please contact me by phone: and focused program. Please contact me by phone:
(8.5”x 11”) using 555-666-1212m, fax: 555-666-1221 or e-mail: 555-666-1212m, fax: 555-666-1221 or e-mail:
horizontal logo format dl@mc.com. dl@mc.com.
with two addresses.

Small publication format


(8.5”x 11”) using vertical
logo format with one Mennonite
address. Church
Board of Mennonite
Ministries Church
3456 West Street
3456 West Street 3456 West Street Anywhere, ST 10001
Anywhere, ST 10001 Anywhere, PR N2G 3O1 T: 555-555-1212
T: 555-555-1212 T: 555-555-1212 F: 555-555-1212
F: 555-555-1212 F: 555-555-1212 E: menn@aol.com
W: www.mc.org W: www.mc.org W: www.mc.org

Mennonite Church Visual Identity Guidelines 9


Logo Tolerances

To ensure that the Mennonite Church logo is In addition, a reserved space must be maintained
sufficiently prominent at any size, all typographic and around the logo into which no other elements may be
other graphic elements should remain clear. When placed.
positioning the type signature next to the symbol, a
minimum distance must be maintained between the
elements.

Provide a minimum
space between the type
signature and symbol
equal to the height of
the lower-case letters
(x). Align as shown.

The height of the 10x align


symbol is 10 times the
height of the lower-
case letters (x).

align

Provide a minimum
space between the
extremities of the logo
and any other adjacent
elements in the layout
(type, illustrations,
photos, etc.).

The space is equal to


the height of the lower-
case letters (x).

10 Mennonite Church Visual Identity Guidelines


Typefaces

The official typefaces for the Mennonite Church are For word-processing applications, alternatives such as
Frutiger Condensed (characterized as a sans serif Helvetica and Times or Arial and English may be used.
face) and ITC Garamond Condensed (a serif face). These are included in both PC and Macintosh
These faces were chosen because both are highly computer operating systems.
legible and versatile. If you don’t have them in your
type library, they are available from Adobe Systems on
their website: www.adobe.com/type.

Frutiger Condensed Bold

Use for the words


ABCDEFGHIJKLMNOPQRSTUVWXYZ
“Mennonite Church” in the
logo. Use also for display
heads and subheads. abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger Condensed Light

To be used for national


designations (Canada,
ABCDEFGHIJKLMNOPQRSTUVWXYZ
USA), agency and program
identification in the type
signature.
abcdefghijklmnopqrstuvwxyz
1234567890
ITC Garamond Condensed
Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Use for address settings
and publication body text.
abcdefghijklmnopqrstuvwxyz
1234567890
Helvetica or Arial

Use as body text in


ABCDEFGHIJKLMNOPQRSTUVWXYZ
correspondence, memos
and other word-processed
documents.
abcdefghijklmnopqrstuvwxyz
1234567890

Times Roman or English

Use as a body text in


ABCDEFGHIJKLMNOPQRSTUVWXYZ
correspondence, memos
and other word-processed
documents.
abcdefghijklmnopqrstuvwxyz
1234567890

Mennonite Church Visual Identity Guidelines 11


Colour and Materials

The official colour for the Mennonite Church identity


program is MC Green to match PANTONE* 354. The
logo may appear in either one or two colours as
shown below and opposite. The preferred form is two
colours where the symbol is MC Green and all type is
black. Acceptable variations of colour and material
usage are also outlined on these pages.

MC Green symbol and


black type on white
background.

This is the preferred colour


arrangement.

Mennonite
Church

MC Green symbol and type


on white background.

Mennonite
Church

White symbol and black


type on MC Green
background.

Mennonite
Church

White symbol and type on


MC Green background.

Mennonite
Church

12 Mennonite Church Visual Identity Guidelines


MC Green
Solid Colour PANTONE* 354
Four Colour Process C 91 M0 Y83 K0

* PANTONE and Pantone’s


reproduction codes are
registered trademarks of
Pantone, Inc., Moorachie, NJ.

Black symbol and type on


white background or
white symbol and type on
a black background.

Mennonite Mennonite
Church Church

Symbol and type in a


single colour other than
MC Green or black on a
white background or
white symbol and type
on a single colour
background.
Mennonite Mennonite
Church Church

For selected print


applications, the symbol
can be blind embossed.

Symbol may be fabricated


in wood, plastic or metal.

Symbol crafted in
needlepoint or quilt
applique. Patterns are
available on request.

Mennonite Church Visual Identity Guidelines 13


Incorrect Use

An important factor in creating and maintaining a


visual identity is the consistent presentation of the
identity elements. Therefore, the way the logo is
displayed must be given careful attention. Shown
below are examples of incorrect or unacceptable uses
of the Mennonite Church logo.

Do not wrap type closely Do not substitute other


around the symbol. typefaces or letterforms
The simple, green in the logo.
drawing of a dove
carrying an olive
branch reflect MENNONITE
CHURCH
JesusÕ
baptism, li Do not add any other
phrases to the logo.
and ministry
Mennonite
Holy Spirit Church
Servanthood
biblical histo Matters
and the mission and

Do not combine elements Do not use a shape to


of other logos with the tightly surround or
MC symbol. enclose the symbol.

Do not change the


orientation of the
symbol.

Do not use two colour Do not distort, stretch


combinations other than or vary the proportions
specified in this manual. of the logo.
The logo should not be
reproduced in a halftone
screen of any colour.

Do not apply a texture


or pattern to the logo.

Mennonite
Church

14 Mennonite Church Visual Identity Guidelines


Stationery for Church Agencies

Mennonite Church agencies subscribing to the visual


identity program will use the standard stationery
layouts shown below.

The message portion of the letter is entered in a


simple block arrangement using a readily available
word-processing typeface such as Times Roman or
English.

Letterhead: 8.5”x 11”


Symbol Size: 1”
Address: 8/9 ITC
1” 1” Garamond Book Cond fl
with one empty line space
between addresses
3456 Bearinger Road
Mennonite Anywhere, PR W3B 1J7 Envelope: No. 10 OS
Church T: 555-555-1212
Symbol Size: 3/4”
F: 555-555-1212
W: www.mc.org Address: 8/9 ITC
Commission Garamond Book Cond fl
on Overseas 3456 West Road
Anywhere, ST 67103
Mission T: 555-555-1212 Business card: 2”x 3.5’
F: 555-555-1212 Symbol Size: 3/4”
1.5” H: 555-555-1212
W: www.mc.org Address and title:
7.5/8.5 ITC Garamond
June 1, 1999 Book Cond fl
1.5” Name: 8/9 Frutiger Bold
Cond fl
J. D. Kauffman, Pastor
Labels: 3”x 4.5”
Valleyview Mennonite Church
Symbol Size: 3/4”
Winnipeg, MB R3T 2C8 Address: 8/9 ITC
Garamond Book Cond fl
Tag: 7/8 ITC Garamond
Dear Brother Kauffman: Book Cond fl

Thank you for your questions regarding the Mennonite Church Sunday School materials.
Enclosed is a brochure giving you further information. I would encourage you or a
member of your congregation to visit the resource centre at 600 Shaftesbury Boulevard.
Staff there will be happy to direct you to further educational materials. J. Thiessen
7/8” Executive Secretary

God bless you as you find the right resources for your Church congregation.
5/8”
Mennonite 3456 West Road
Church Anywhere, ST 67103
Sincerely Mennonite 3456 Bearinger Road T: 555-555-1212
Church Anywhere, ST 35687 F: 555-555-1212
Commission H: 555-555-1212
on Overseas E: thiessen@mennchurch.com
Commission Mission
on Overseas
Mission 1” 1”

Business Card
Cheryl Bondar1.25” 1.25”

Encl. 1/2”

Mennonite 3456 Bearinger Road


Church Anywhere, ST 35687
J. D. Kauffman, Pastor Commission
Valleyview Mennonite Church on Overseas
Winnipeg, MB Mission
R3T 2C8
1” 1.25”

Envelope

Address correction requested


Forwarding and return postage guaranteed 1/8”

Label

Letterhead

Mennonite Church Visual Identity Guidelines 15


Forms for Church Agencies

Memo, fax and news release forms can be pre-printed


or set up as an electronic form on a computer. The
message portion of the forms is entered in a simple
block arrangement using a typeface such as Times
Roman or English readily available on computer word-
processing applications.

News Release, Fax and


Memo
Symbol Size: 1”
News Address: 8/9 ITC
Garamond Book Cond fl
Form Name: 24/24
3456 Bearinger Road Frutiger Bold Cond fl
Mennonite Anywhere, PR W3B 1J7
Church T: 555-555-1212
F: 555-555-1212 Forms can be either pre-
Canada E: mennchurch@aol.com printed or set up as an
electronic document and
filled out on a computer.

February 19, 1999


FOR IMMEDIATE RELEASE

Symbol for new Mennonite Church communicates Jesus' life and ministry

CHICAGO (GCMC/MC/CMC)--The Joint General Board Executive Committee of the


Mennonite Church, General Conference Mennonite Church and Conference of
Mennonites in Canada approved a visual symbol to represent the new Mennonite Church
in it's meetings here Feb. 12-13.

The simple, green drawing of a dove carrying an olive branch reflects Jesus' baptism, life
and ministry; the Holy Spirit; biblical history; and the mission and values of the new 1/8”
Mennonite Church.
1”
CMC general secretary Helmut Harder said the image suggests to him the biblical Fax 3/4” 1”

pilgrimage, with reference to past, present and future. "A strength of the image is that it
'touches down' at a number of places in our salvation history," he said.
Mennonite 3456 Bearinger Road
Anywhere, ST 10001
Church T: 555-555-1212
The image brings to mind theUSA
biblical themes of hope and creation, the vision of the F: 555-555-1212
E: mennchurch@aol.com
prophets for a peaceable kingdom, Jesus' baptism and Pentecost, and the Anabaptist
vision of peace and renewal. It points us to God and the Holy Spirit, inviting us to move
forward with Christ and encouraging us to aspire to a new heaven and new earth, Harder
1.5” 1” 1.5”
said. 1.5”

Date:••
Designer Glenn Fretz, Waterloo, June
Ont., created the3,image
1999 with help from a team of
To: •• Smucker,
designers, including Judith Rempel Mennonite
Akron Pa.,Church Agency
and Ron Staff
Tinsley, Philadelphia,
Pa. From:•• Dave Linscheid, Communications

Subject:•
and visualThe Value of Graphics
for the Standards
Fretz said that creating a symbol identity system new Mennonite
Church was the most challenging assignment of his career. "It is quite a privilege to be
Memo
given the task of trying to represent the spiritual heart and soul of a people," he said.
Mennonite
The Mennonite Church is a fellowship of congregations with many programs. A 3456 Bearinger Road
Anywhere, PR W3B 1J7
In January 1998, the Integration Church
consistent, coordinated
Committee visual identity
communications is essential
task force for promoting
identified two the organization as a
T: 555-555-1212
F: 555-555-1212
projects requiring immediatewhole. Graphic
attention: standards
conducting must be developed
a constituent survey and sodeveloping
that communications
a pieces are produced
E: mennchurch@aol.com
in a planned manner. The consistent application
visual identity system for the new church. Results of the Parkwood Constituent Survey of a visual identity has many advantages.
were presented to the IC andThe mostBoards
General obviouslast onespring
is identification/visibility
and have served as the in the mind of the public. A high
foundation for the developmentrecognition factor
of the new andidentity.
visual a bond of trust among the constituency will result from a
• coordinated and focused program whereby printed materials reflect unity, simplicity and
--more-- clarity. Date:•• June 3, 1999
To: •• Mennonite Church Agency Staff
The purpose of this manual
From:•• Jamesis Wright,
to provide tools for such graphic consistency, while still
Communications
l i f i i hf l f h l ill h l h l

16 Mennonite Church Visual Identity Guidelines


Stationery for Congregations

Congregations are encouraged to adopt the Mennonite


Church image for their stationery, literature and signs.
Shown below is a typical application of a local church
name with the MC identity.

Letterhead
Symbol Size: 1”
Address: 8/9 ITC
1” 1”
Garamond Book Cond fl

Envelope
3456 Bearinger Road Symbol Size: 3/4”
Waterloo Anywhere, PR W3B 1J7
North T: 555-555-1212
Address: 8/9 ITC
2.5” Garamond Book Cond fl
Mennonite F: 555-555-1212
W: www.mennonites.com
Church Business card
Symbol Size: 3/4”
Address and title:
1.5” 1.5” 7.5/8.5 ITC Garamond
Book Cond fl
June 1, 1999 Name: 8/9 Frutiger Bold
Cond fl

J. D. Kauffman, Pastor
Valleyview Mennonite Church
Winnipeg, MB R3T 2C8

Dear Brother Kauffman:


1/4”
If was good to meet with you at the regional conference in Chicago this week. Further to J. Thiessen
7/8” Pastor
our conversation about urban mission strategy, I am enclosing a paper that I originally
presented to the local steering committee. It should give you further insight into our
thinking and program development. I would look forward to your comments and Waterloo 3456 Bearinger Road
Anywhere, PR W3B 1J7
North
critiques of this material. Mennonite T: 555-555-1212
F: 555-555-1212
Church H: 555-555-1212
Looking 5/8”
E: thiessen@mennchurch.com

1” 1”
Sincerely Waterloo 3456 Bearinger Road
North Anywhere, PR W3B 1J71
Mennonite Business Card
Church

James Thie 1.25” 1.25”


Encl.

J. D. Kauffman, Pastor
Valleyview Mennonite Church
Winnipeg, MB
R3T 2C8

Envelope

Letterhead

Mennonite Church Visual Identity Guidelines 17


Publication Formats

To assist with the consistent presentation of the Each format employs a grid to help organize and
Mennonite Church identity in print, two publication define the space. These grids are shown below. Within
formats have been developed. The large format is a the grid there is provision for a variety of column
standard 8.5”x 11” size and may be used for widths and layout possibilities. The thumbnails
newsletters and reports. The small format is a standard indicate layout variations that are possible within each
3.75”x 8.5” size and is used for brochures. It is most publication format grid.
often derived from an 8.5”x 11” sheet size and folded
twice to create a typical brochure.

1/2”

1/2”

1/2” 1-3/16” 1-3/16” 1-3/16” 1/2”


1”
3/16” 3/16”

6 columns
1”

3 column format 2 column format

3 columns

2 columns

1/2”

1/2”
6/3 column format 6 column format

1”

1”

1/2” 1-1/4” 1-1/4” 1/2”

1/4”

2 columns
1 column format

1 columns

1/2”

Large Format:
8.5”x 11”
1/2 column format

1/2”

Small Format:
3.75”x 8.5”

18 Mennonite Church Visual Identity Guidelines


This page shows examples of Mennonite Church
publications which generally follow the guidelines set
out in this booklet.

Newsletter

Newsletter s
Mennonite A bimonthly newsletter for
This i
pastors and conference leaders
on
my S
Church
September 1999

whom
; with
In Support of Sunday
School Teachers
Graphic standards must be developed so
c provide tools for such graphic
The purpose of this manual is to provide
tools for such graphic consistency, while I love
consistency, while still leaving room for still leaving room for creativeness. Faithful
am
Him I
creativeness. Faithful use of these tools will use of these tools will help channel
The Mennonite Church is a fellowship of help channel communication ideas in the communication ideas in the midst of a
congregations with many programs. A midst of a media-saturated society. media-saturated society.
consistent, coordinated visual identity is
essential for promoting the organization as
a whole. Graphic standards must be
If you have any questions related to general
identity isssues or specific applications,
If you have any questions related to
general identity isssues or specific well
developed so that communications pieces
Mennonite
please contact me by phone: 555-666- applications, please contact me by phone:
ed
pleas
are produced in a planned manner. The 1212m, fax: 555-666-1221 or e-mail: 555-666-1212m, fax: 555-666-1221 or e-
consistent application of a visual identity dl@mc.com. mail: dl@mc.
has many advantages. The most obvious
one is identification/visibility in the mind
Church Graphic standards must be developed so
c provide tools for such graphic Matt
hew 3:1
7

consistency, while still leaving room for


creativeness. Faithful use of these tools
will help channel communication ideas in
Church connections
for urban Anabaptists
Commission Witness
the midst of a media-saturated society.

If you have any questions related to

on Home and Service


general identity isssues or specific
applications, please contact me by phone:
555-666-1212m, fax: 555-666-1221 or e-

Ministries
mail: dl@mc.com.Graphic standards must
be developed so c provide tools for
such graphic consistency, while still
leaving room for creativeness. Faithful use
in the Faith
of these tools will help channel
Community
communication ideas in the midst of a
media-saturated society.
e
nonit
If you have any questions related to Men rch
general identity isssues or specific Chu
applications, please contact me by phone:
555-666-1212m, fax: 555-666-1221 or e-
mail: dl@mc.com. are produced in a
planned manner. The consistent application
of a visual identity has many advantages.
The most obvious one is Bulletin Cover

Mennonite
Church

Mennonite
Church

inclusiveness
Report Cover

& challenge the


servanthood
way Memo Pad
Mennonite
of Jesus Church

Brochure

Mennonite Church Visual Identity Guidelines 19


Signage

Signs can create a strong visual link with other print If in doubt about what is appropriate, check with an
and media applications. Even though church buildings architect, graphic designer or the Mennonite Church
are physically different, by using this system, a office.
consistent look and feel can be established and
maintained for Mennonite churches and church offices
throughout North America.

All signs are designed on a The sign shape will be The green background
modular grid of squares. determined by either: may be extended
The first module contains 1. multiplying the module horizontally or vertically
the symbol which is sized or to create a feature as
and positioned within the 2. superimposing the shown in the examples on
5x
square as shown. module onto an existing the opposite page. When
sign. deciding a sign shape,
The symbol module must simple ratios are best, e.g.
always be green and 1:1, 1:2, 1:4, etc.
appear in the upper left
corner of the sign. Symbol Module
Modular Grid

Single-line Layout

For use on signs


ranging from main
building identification
to directional and room
identification.
First line Menn

Multiple-line Layout

For vertical and


horizontal signs of First line
virtually any size and
dimension.
Mennonite
Note:
Church
If the words
“Mennonite Church”
are included in the
name of the
congregation, they are
set in bold while the
rest of the name is set
in light.

If the words
“Mennonite Church”
are not included in the
name of the First line
congregation, the
complete name is set in
Second line Frutiger Condensed Light
bold. Mennonite Frutiger Condensed Bold
Church

20 Mennonite Church Visual Identity Guidelines


Typical sign construction materials include:
aluminum, plexiglass, concrete, steel and wood.

Signs may be internally illuminated, externally


illuminated and non-illuminated.

Trailblazers

First Mennonite Church


These small signs
attached to existing lamp
posts or on their own
posts direct traffic from
major routes to the
church location.

Check with local


authorities before
proceeding with plans for
Main Identification this type of sign.

First Stirling Avenue 12”

Mennonite Mennonite
Church Church
of Mennonite
12”

Middlebury The Stranger in Our Midst Church


Pastor: David Martin
10 am Sunday Worship
Pastor: Martha Stolzfus 11 am Sunday School

Wall-mounted Identification

Post-mounted Identification 12”


with changeable messages

Waterloo First
Mennonite 18”
North Church
Mennonite of
Church Middlebury

Mennonite
Church
USA

Main Identification

Post-mounted Identification

Sunday School Rooms 101 - 105

Mishler Auditorium

Church Office

Washrooms

Directional

Mennonite Church Visual Identity Guidelines 21


Congregational Applications

There are many opportunities to employ the symbol


and/or logo for decorative purposes in congregational
settings. Some suggestions include the use of fabrics
for banners, wood and metal for cut-outs, needlepoint,
quilting and cross-stitch.

Three-dimensional wood
cutout, fabric banners,
cross-stitch and quilt
applique.
My
peace
I give
to you

Wood Plaque
Hanging Banners

Church Interior

22 Mennonite Church Visual Identity Guidelines


Other Applications

The symbol can be applied by itself or as part of the


complete logo in a variety of items such as T-shirts,
mugs, buttons, etc.

It is important to use approved artwork in the


production of these items. Camera-ready reproduction
proofs and digital files are readily available from the
Mennonite Church.

T-shirts, buttons and mugs


are a few of the ways the
identity can be used.

Mennonite
Church

T-shirts

Mennonite
Church
Canada

Buttons

Mennonite
Church
Mennonite
Church

Mugs

Mennonite Church Visual Identity Guidelines 23


Where To Go for Help

This manual will help you use the Mennonite


Church’s visual identity program with ease and
accuracy. Of course, it can’t address every possible
application. For help with any situation involving
application of the MC logo, contact:

Mennonite Church USA


Dave Linscheid
722 Main Street, P.O. Box 347
Newton, KS 67114-0347
T: 316-283-5100
F: 316-283-0454
E: davel@gcmc.org

J. Ron Byler
421 S. Second Street, Suite 600
Elkhart, IN 46516-3243
T: 219-294-7131
F: 219-293-3977
E: rbyler@juno.com

Mennonite Church Canada


Aiden Schlichting Enns
600 Shaftesbury Blvd.
Winnipeg, MB R3P 0M4
T: 204-888-6781
F: 204-831-5675
E: asenns@confmenno.ca

Mennonite
Church

Symbol & Guidelines Design: Glenn Fretz Limited


Advisors: Ruth Suter, Barth Hague
Photography: Carl Hiebert
Production Coordination: Faith and Life Press
Printing: Mennonite Press Inc.
Special thanks to Irene Ruby, Dorothy Snyder & Harvey Snyder
for the craft applications of the symbol.

08/99/100/GFL/MP
24 Mennonite Church Visual Identity Guidelines
Mennonite
Church