CHAPLAINCY
Description:
SBC Chaplaincy is the Southern Baptist ministry supporting SBC-endorsed chaplains who work in community services, corporate, corrections, disaster relief, healthcare, military and public safety. With relevant resources, annual training opportunities worldwide and focused church planting efforts in military communities, the SBC Chaplaincy equips and encourages chaplains in life and ministry.
Brand Attributes:
Intentional. Empowering. Encouraging
Key Audiences:
Current Endorsed Chaplains — SBC-endorsed chaplains minister in community services, corporate, corrections, disaster relief, healthcare, military and public safety. They need support, encouragement, equipping, coaching and care in their professional ministry and personal spiritual journey.
Chaplain Prospects — Chaplains who seek ecclesiastical endorsement primarily because most using agencies require it. Often they also seek equipping and support because they find themselves in difficult places where churches often cannot go.
Colors:
The Chaplaincy color palette serves as a foundational component that works universally across all media. These colors anchor and balance the brand visually. Use the supporting secondary and tertiary colors to complement the system and strengthen brand recognition.
CHAPLAINCY PRIMARY
WEB: #10294C
PMS: 2767
CMYK: 100 86 41 41
RGB: 16 41 76
CHAPLAINCY SECONDARY
WEB: #E56B27
PMS: 1585
CMYK: 6 71 98 0
RGB: 229 107 39
CHAPLAINCY SECONDARY
WEB: #18AEE1
PMS: 2995
CMYK: 71 11 1 0
RGB: 24 174 225
CHAPLAINCY TERTIARY
WEB: #3C7CA0
PMS: 7697
CMYK: 79 44 23 2
RGB: 60 124 160
CHAPLAINCY TERTIARY
WEB: #69C9CA
PMS: 325
CMYK: 55 0 24 0
RGB: 105 201 202
CHAPLAINCY TERTIARY
WEB: #0C4843
PMS: 3305
CMYK: 89 49 65 44
RGB: 12 72 67
CHAPLAINCY TERTIARY
WEB: #FBAC33
PMS: 130
CMYK: 0 37 90 0
RGB: 251 172 51
CHAPLAINCY TERTIARY
WEB: #A92D24
PMS: 7627
CMYK: 23 95 98 16
RGB: 169 45 36
CHAPLAINCY TERTIARY
WEB: #A34A28
PMS: 1535
CMYK: 26 79 95 18
RGB: 163 74 40
CHAPLAINCY TERTIARY
WEB: #5C6670
PMS: 431
CMYK: 67 52 44 17
RGB: 92 102 112
CHAPLAINCY TERTIARY
WEB: #ADB3B8
PMS: 421
CMYK: 33 23 22 0
RGB: 173 179 184
CHAPLAINCY TERTIARY
WEB: #EBECED
PMS: 663
CMYK: 7 4 4 0
RGB: 235 236 237
Logos:
These are the approved configurations for the Chaplaincy logo. The primary version should be used first, however the others are acceptable to use when they work better with the available space and format. When vertical space is limited, use the horizontal version.
Using the logo:
To protect the integrity of the Chaplaincy brand visual identity, please avoid altering the logo in any way. Use the supplied logo files as is. You may scale the size of the logo if needed, but always scale proportionally. Any use of the Chaplaincy brand mark or Chaplaincy brand assets should be submitted to brandapprovals@namb.net for approval prior to use.
Please keep the following in mind when using the Chaplaincy logo:
- Do not scale or colorize logo elements independently.
- Do not place on backgrounds that affect readability of the logo.
- Do not modify color or logo design or add any elements to the logo.
- Do not stretch or skew logo in any way. If scaling logo, ensure it is done proportionately.
- Do not rearrange logo elements.
- Do not crop or bleed off page.
- Do not place inside a non-approved holding shape.
- Do not tilt or rotate.
- Do not add dimension (emboss, drop shadows, etc.).
- Do not add stroke or outline.
- Do not misrepresent NAMB or affiliates.
- Keep sufficient clear space around logo.
Photography:
Photography should be the primary element used in Chaplaincy designs to give a storytelling feel and evoke emotion. Chaplaincy’s photography style is candid and aims to capture real, authentic moments that highlight the people and the ministries being featured. Natural lighting should be used whenever possible; avoid a direct flash or staged lighting. Use full-color photography as much as possible to bring color to design without relying solely on graphics. Duotones, if used, should be used sparingly and are typically best when used as a background/support image (although, full color photography with a dark overlay effect is preferred). With all of our photography, we strive to reflect the diversity in ethnicity, gender, age, background and community that our denomination represents.
Typography:
Chaplaincy’s brand typography consists of two typefaces, Gotham and Mrs Eaves. These typefaces and their subsequent weights should be used as often as possible on all printed and digital applications. Commitment to these typefaces will create a consistent and strong identity.
If a free font is needed please use Montserrat in place of Gotham and Baskerville in place of Mrs Eaves. These fonts are available on Google Fonts.
Graphic Devices:
Chaplaincy’s graphic elements consists of angular shapes and graphic elements. These graphics and patterns can be used on their own over solid backgrounds, photographs or used as masks for photography. These elements should only occur in the brand’s color palette.
Brand Aesthetic:
The following are examples of how we apply the various brand elements (patterns, background colors, graphics, typography, etc.) in a variety of ways to create a cohesive brand aesthetic. Whether you are creating original assets for Chaplaincy or one of its brands, working off of a template or simply modifying an existing asset, please make sure to remain consistent with these aesthetic treatments unless instructed otherwise by the NAMB Creative Team.
