# FOUNDATIONS CHURCH — COMPLETE BRAND GUIDELINES
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---

## WHO WE ARE

**Brand Statement:**
Foundations Church is a real, relational, and down-to-earth church where busy lives are met with grace, people feel truly seen, and everyone is invited to grow as a disciple of Jesus through authentic connection and everyday faith.

**Mission:**
Make disciples by communicating Next Steps effectively — bringing the extraordinary life of Jesus to a lost and broken world.

**Location:** Colorado, USA
**Website:** foundationschurch.org
**Brand Type:** Branded House — Foundations Church is the brand. All ministries and events are extensions of it. Nothing stands alone.

---

## COLOR PALETTE

Use these exact values for all digital and print work.

| Name | HEX | RGB | CMYK | Proportion |
|---|---|---|---|---|
| Floral White | #FFFCF2 | 255/252/242 | 0/1/5/0 | 25% |
| Midnight | #1C2628 | 28/38/40 | 30/5/0/84 | 25% |
| Forest | #616526 | 97/101/38 | 4/0/62/60 | 20% |
| Platinum | #D5D9C8 | 213/217/200 | 2/0/8/15 | 20% |
| Yellow Gold | #DFBE02 | 223/190/2 | 0/15/99/13 | 10% |

**Proportion Rule:** Floral White and Midnight are the dominant colors. Forest and Platinum are supporting. Yellow Gold is an accent — use sparingly.

**Background Standard:** Most documents and communications default to Floral White (#FFFCF2) backgrounds with Midnight (#1C2628) text and Forest (#616526) accents.

---

## TYPOGRAPHY

**Primary Font:** Britti Sans Extrabold
All headings, subheadings, body copy, and labels use Britti Sans. There is no secondary typeface.

### Type Hierarchy

| Level | Size | Leading | Case | Color |
|---|---|---|---|---|
| Headline 1 | 80pt | 88pt (×1.1) | ALL CAPS | Midnight #1C2628 |
| Headline 2 | 60pt | 66pt (×1.1) | Caps | Midnight #1C2628 |
| Subheading | 50pt | 70pt (×1.4) | Sentence case | Forest #616526 |
| Body | 18pt | 22pt (×1.4) | Sentence case | Midnight #1C2628 |

**Key Rule:** Always maintain a purposeful size difference between type levels. Never use two type sizes that are similar in scale — the hierarchy must be obvious.

---

## LOGO

### Variants Available
- **Primary Logo** — Full horizontal wordmark (FOUNDATIONS CHURCH with Forest underlines)
- **Secondary Logo** — Alternate layout
- **Icon** — Standalone mark

### Color Variants (numbered 01–08)
01 = Full color on light background (default)
02 = Full color on dark background
03 = Single color dark
04 = Single color light
05–08 = Additional approved variations

### Logo Usage Rules
- Minimum size: 20px screen / 0.25 inches print
- Clear space: defined by the x-height of the word "Foundations" — never crowd the logo
- On light backgrounds: use full color logo
- On dark backgrounds: use high-contrast single color version
- On Forest/green backgrounds: use black logo; white only with discretion

### Logo Don'ts
- Do not stretch or distort
- Do not outline unless pre-outlined version provided
- Do not apply shadows, glows, or effects
- Do not use unapproved colors
- Do not rotate
- Do not use off-brand fonts near the logo

### Primary Logo SVG (for embedding in HTML documents)
```svg
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```

---

## BRAND PERSONALITY

Every word we put into the world represents Jesus. These four pillars define how we sound — in every email, post, announcement, and conversation.

### 1. Relatable
We are down-to-earth, not overly scripted. Conversational, not corporate. Inclusive, not insider-only.

Our voice sounds like a trusted friend — personal, conversational, rooted in everyday life. We prioritize clarity over cleverness and connection over church-speak.

**DO:** "You don't have to have it all together. Just show up — there's a seat for you."
**AVOID:** "Join us for our dynamic weekend worship encounter featuring expositional teaching."

### 2. Grounded
We are biblically rooted, not spiritually vague. Confident in truth, not self-righteous. Approachable, not academic.

We honor Scripture without using it to shame or sound smarter than the person listening. Truth and grace walk hand-in-hand.

**DO:** "Jesus met people right where they were — and He still does."
**AVOID:** "The eschatological implications of this passage are vital to postlapsarian theology."

### 3. Encouraging
We are hopeful, not heavy-handed. Forward-moving, not picture-perfect. Grace-filled, not performance-driven.

We don't gloss over pain. But we always point toward hope. We help people feel seen, not judged.

**DO:** "God's not done with your story. One small step can change everything."
**AVOID:** "You would be further along by now if you really trusted God."

### 4. Direct
We are active, not passive. Confident, not persuaded. Bold, not abrasive.

We say what we mean and always give people a clear, doable next step. It's not about being loud — it's about being honest with purpose.

**DO:** "Thinking of leading a group? Let's get you started."
**AVOID:** "There are many possible opportunities for involvement, depending on your comfort level."

---

## TONE OF VOICE BY PLATFORM

### Instagram
**Audience:** Young families, transplants, mid-career parents, young adults. Busy, casual, multigenerational, looking for authenticity.

**DO:** "We know Sunday mornings aren't always peaceful. But there's coffee, smiling faces, and a kids' team that's ready for the chaos. Just get here — we'll take care of the rest."
**AVOID:** "Join us for an exciting worship experience this Sunday at 9 & 11AM. We can't wait to see you!"

### Facebook
**Audience:** Busy parents, long-time attenders, older members, community-minded residents. Local, loyal, reflective. Likely to share based on emotion or story.

**DO:** "Last year, Jenna didn't know if she believed in God. This weekend, she shared her story and said yes to new life in Christ. These are the moments we live for."
**AVOID:** "Women's Connect Night – January 14, 6:30–8:30PM | Register online | Limited childcare available."

### YouTube
**Purpose:** Reach people beyond the building — those exploring faith, catching up on Sundays, or searching for answers.

**Video Title Rules:**
- Direct and clear. No overly clever phrasing.
- Emotionally compelling. Touch a felt need.
- Search-friendly. Write what real people type.

**DO:** "Struggling with Doubt? Here's What the Bible Says" / "Why Grace Feels So Hard to Accept"
**AVOID:** "Week 3 | February 14th | Pastor John Smith" / "Sermon Replay 5/26"

---

## COMMUNICATIONS RULES

### The 6 Policy Rules
1. **Awareness is not interest.** Every communication must drive a Next Step — not just awareness.
2. **Sunday is not your savior.** Stage announcements are one tool, not the only tool.
3. **More you announce, less they listen.** Maximum 3 stage announcements per service.
4. **Inspiration over information.** Lead with story. Logistics go on the website.
5. **One destination for every promo.** Send everything to the Foundations App or foundationschurch.org.
6. **Values dictate voice.** Warm, outside-in, mission-focused — always.

### The 7 Integration Rules
1. Measure effectiveness by Next Steps completed.
2. Direct all Next Steps through the Foundations App or the lobby Next Steps area.
3. Use a uniform CTA script: "Head to the Next Steps area or visit foundationschurch.org."
4. The 50% Rule — church-wide promos must apply to at least 50% of the congregation.
5. The 1-in-5 Rule — no more than 20% of content is promotional; 80% is mission/story.
6. Sprint & Sprinkle — sprint promos for key Level 1 events, sprinkle promos for ongoing.
7. The Church Promo Formula — 1 Story + 1 Next Step, every time.

---

## COMMUNICATION LEVELS

| Level | Description | Examples |
|---|---|---|
| Level 1 (Tier Green) | Church-wide events, affects 80%+ of congregation | Easter, Christmas, Baptism, WGT, Group Launch, Rooted |
| Level 2 (WGT / Next Steps) | Core discipleship rhythms everyone should engage | Weekends, Groups, Teams, Giving, Foundations App |
| Level 3 (Next Gen) | Kids, Students, Young Adults | Foundations Kids, Foundations Students |
| Level 4 (Ministry Specific) | Departmental and niche events | Men's, Women's, Missions, Prayer, social events |

**Stage announcements are for Levels 1, 2, and 3 only. Level 4 belongs in the bulletin.**

---

## THE ANNOUNCEMENT FORMULA

Every stage announcement follows this formula without exception:

**1 Story + 1 Next Step**

- Lead with a real, specific, human story (2–4 sentences)
- End with one single next step
- Never list logistics from stage — dates, times, and details go to the website
- Close with the uniform CTA script every time

**Standard CTA Script:**
"For more info or to take your next step, head to the Next Steps area in our lobby or visit foundationschurch.org."

---

## DOCUMENT TEMPLATES

### Stage Announcement
```
[STORY — 2-4 sentences about a real person or moment]

[CONNECTION — one sentence bridging the story to the Next Step]

[NEXT STEP — one clear, specific action]

"For more info or to take your next step, head to the Next Steps area in our lobby or visit foundationschurch.org."
```

### Social Post (Instagram)
```
[HOOK — first line stops the scroll. Conversational, human, specific.]

[BODY — 2-4 sentences. Story or real-life moment. No church jargon.]

[CTA — one line. Clear direction. Link in bio / join us Sunday / etc.]

[HASHTAGS — if applicable]
```

### Email
```
Subject: [Conversational. Sounds like a person, not a broadcast.]

[GREETING — warm, personal]

[STORY OR CONTEXT — 1-2 short paragraphs. Lead with something real.]

[NEXT STEP — one clear CTA button or link]

[SIGN-OFF — warm, on-brand]
```

### Event Promo
```
[EVENT NAME — bold, clear]
[DATE / TIME / LOCATION]

[WHY IT MATTERS — 2-3 sentences. The heart, not the logistics.]

[WHO IT'S FOR — one sentence]

[NEXT STEP — foundationschurch.org or Next Steps area]
```

---

## ACTIVE CAMPAIGNS

### Same Church. New Season.
Taglines: "New Season. Same Mission." / "We're Just Getting Started."
Audience: Longtime members, lapsed attenders, new visitors.
Purpose: Celebrate mission consistency while calling people into the next chapter.

### Grit & Grace: Northern Colorado Needs Both
Taglines: "One Church. Many Streets." / "We're for Northern Colorado."
Audience: Blue-collar families, suburban workers, transplants.
Purpose: Community-impact campaign. Foundations isn't just in NoCo — it's for it.

### This Is For You
Taglines: "You Belong Before You Believe." / "You Don't Have to Be Ready — Just Willing."
Audience: First-time visitors, those hesitant about church.
Purpose: Remove barriers. Clearly communicate: you are not too far gone.

### NoCo Needs Jesus
Taglines: "Reach the Lost. Disciple the Found. Transform NoCo." / "It Starts With One."
Audience: The broader Northern Colorado community.
Purpose: Region-wide outreach. Rally the church around the mission field.

### Disciple-Making People
Taglines: "Every Day. Every Moment."
Audience: Current members ready to grow and lead.
Purpose: Reignite the Great Commission in a Foundations way — real, relational, doable.

---

## PHOTOGRAPHY STYLE

Three approved styles:
1. **Candid** — Authentic emotions, spontaneous interactions, real moments. No staging.
2. **Duotone** — Two contrasting brand colors applied to images. Modern, cohesive.
3. **Natural / Location** — Scenic, NoCo-specific. Organic visuals evoking growth and community.

---

## EXCELLENCE STANDARD

Every word we put into the world represents Jesus. That means we hold our communication to the same standard we hold our worship.

- Every communication is timely, accurate, and of high quality in design, layout, and ease of use.
- Simplicity and clarity always — written for the person who has never been here before.
- Only commit to what can be maintained at a high standard. A communication done poorly is worse than one not done at all.