The Logo
Horizontal Logo
Logo Mark
Monochrome - Black/White/Grayscale
Logo Rules
Do not alter mark and text placements.
“A CRU” must always be shown in a different
(approved) color than “Josh McDowell” and “Ministry.”
“A CRU” must always be shown in a different
(approved) color than “Josh McDowell” and “Ministry.”
Do not change the color of elements.
Do not place on non-approved color backgrounds.
Do not place on non-approved color backgrounds.
Do not show at different angles.
Do not alter size or
placement of elements.
Do not alter size or
placement of elements.
Logo Clear Space
One way to ensure visual presence of our
mark is to maintain a protected area or clear
space around the mark, where no other elements should be placed. Headlines, text, graphic elements, imagery and the edge of a page are not permitted within the clear space.
Clear space should be equal to the Dot Height
of the chosen logo.
Brand Filter
For every decision, piece of content one writes or any message spoken on behalf of JMM, ask the following:
“It’s True.”
What’s true? What’s the insight or enlightening idea here? How does this create an “It’s True” or breakthrough moment or message? Why does it matter? What should the reader/audience do as a result (e.g., what are practical, specific next steps)?How could this be more personal or relatable?
How could this be more catalytic or lead a person to take a next step?
How is this relevant? To what audiences?
“How do we know this is reliable?
- What are the proof points?
- Do we have the research to support this?
Could this be made more clear or compelling?
How does this help people live, support and share their faith?
Does it reflect the voice of JMM in being?
- Bold
- Gracious
- Enthusiastic
- Discerning
Final check: Is there any other way to improve this?
Typography
Color Palette
Color Formulas
| Color Swatch | Color Name | CMYK | RGB | HEX # |
|---|---|---|---|---|
|
|
Reliable | 99 / 82 / 44 / 46 | 14 / 41 / 70 | #0E2946 |
|
|
Relevant | 93 / 70 / 19 / 4 | 33 / 88 / 143 | #21588F |
|
|
Relational | 88 / 60 / 1 / 0 | 35 / 104 / 176 | #2368B0 |
|
|
Enlightening | 52 / 20 / 0 / 0 | 97 / 172 / 229 | #61ACE5 |
|
|
Catalytic | 0 / 40 / 87 / 0 | 250 / 166 / 56 | #FAA638 |
|
|
Compelling | 13 / 10 / 10 / 0 | 219 / 219 / 219 | #DBDBDB |
|
|
Clear | 5 / 3 / 3 / 0 | 239 / 239 / 239 | #EFEFEF |
