Brand Identity Guidelines
Welcome!
This site is a guide
This webpage serves as a comprehensive guide, filled with standards to
help us write, design and speak on-brand.
More than just rules and regulations, it will keep us focused
and unified with one voice and one look and feel that helps us
confidently tell the world who we are, what we do and why
we matter.
This webpage includes everything needed to communicate Jesus Film Project's identity and vision. These identity guidelines serve as a toolbox filled with visual/verbal components and rules to uphold consistent application through a range of expressions.
For reference on the go, download our one-page guidelines:
Section 01
Description
Brand Strategy
Every touchpoint of our brand should be anchored by our foundational brand strategy, captured here. This brief comprises the strategic components that serve to define our ideal reputation. This material is not public-facing.
Core Purpose
Engage the watching world with Jesus.
This is our greater purpose, our heartbeat, the meaning behind our passion and calling.
Positioning
Jesus Film Project is the media ministry with the most effective strategies and tools to reach everyone from Timbuktu to Tulsa to Tokyo.
For more detail, see sections below.
Attributes
Gospel Anchored
Grounded in the grace of Jesus.
Globally Concerned
Committed to reaching the ends of the earth.
Contextually Designed
Relevant to the needs of our partners and the people we are trying to reach.
Compellingly Effective
Reflecting our historical impact and results.
Generous in Collaboration
Delighted to share our work with kingdom partners.
Audiences
1. Longtime Supporters
Includes: Established Donors
“I support Jesus Film Project because I want to see people come to Christ.”
2. Fresh Faces
Includes: Non-Christians, New Christians, Next Generation, “Fans”
“I love the content that Jesus Film Project puts out.”
3. Feet on the Street
Includes: Church Planters, Missionaries, App Users, and Anyone Looking for Ministry Resources
“We need resources that can help us tell people about Jesus.”
Section 02
Verbal Identity
Brand Voice
People connect with brands that sound human.
Our voice is the unique expression of our attitude and character, helping us stand out in a crowd of sameness. Following this tonal guide, we can choose words that best represent how we communicate with the world.
Personality Narrative
We are depending on God. Anchored by the gospel. Urgently expectant for the return of our King, Jesus. Our message is clear and to the heart.
We are deeply burdened for everyone outside of the family of God. Compelled to reach all nations. Equipped with the story of reconciliation and new life, we engage the world over, from city to shore and jungle to township.
We are convinced of the power of the Word made visible. We bring people face-to-face with Jesus. Syllable for syllable, they are invited to experience the transformational freedom of following him.
We are committed to new technologies. Never stagnant, stuck in one dimension. Our work will not be effective if it isn’t as diverse and dynamic as the stories of the people we are trying to reach Our teams are not willing to be put in a box, painted into a corner or rendered irrelevant.
We aren’t self-preserving, holding too tightly to our properties or results. Freely sharing our knowledge, assets and resources, we collaborate with kingdom-minded partners. Their success is our success.
We are not finished. We will not give in to fear. In the face of obstacles, we are not disheartened. We know He is with us and goes before us.
1. Current yet Timeless
Current: Speaking in the language of today, through the media of today.
Timeless: Not dependent on slang or trendy buzzwords, but staying true to historic Christianity.
For ExAmple:
– With Voke, now you can start talking to friends about Jesus in just a few taps.
– What did Jesus really mean when he said, “Blessed are you when people hate you”? Bring your questions to Instagram Live today at 4 ET and let’s discuss.
—
2. Captivating yet Authentic
Captivating: Focusing on narrative above all else, telling the captivating stories of Jesus changing lives.
Authentic: Avoiding exaggeration and always telling the truth, even when it’s inconvenient.
FOR EXAMPLE:
After trekking hundreds of miles to reach the village, Billie and Theo were dismayed when they couldn’t get their projector to work. Thankfully, God created opportunities to have one-on-one conversations with the villagers who had showed up. Billie was even able to present videos using the iPads you provided.
—
3. Accessible yet Specific
Accessible: Clear, approachable, conversational, and universal human language.
Specific: Because it’s the vivid details that bring stories to life.
FOR EXAMPLE:
The midday call to prayer mingles with the mosquito-like whine of motorcycles. Smoke seeps from the top of a volcano in the distance. You and a church planter from a neighboring island halt your steps as scores of men crowd the narrow street.
—
4. Humble yet Confident
Humble: Knowing that all we have comes from God and delighting to see our “competitors” succeed.
Confident: Unashamed of the powerful work God has done through Jesus Film Project and eager to tell partners about the rich resources they can find here.
FOR EXAMPLE:
Because of your generosity and God’s astounding grace, Jesus Film Project has translated JESUS into more than 1,800 languages.
What it sounds like on the page:
– More “you” sentences than “we” sentences
– Using the imperative voice to include readers in our efforts. For example:
• “Join us in accomplishing this five-year plan”
• “Learn more about what your donations have been doing in Tunisia”
– “See what’s at stake in Southeast Asia”
– Balancing tone by avoiding exclamation marks and instead conveying excitement through content and word choice
– Generating enthusiasm by sharing details, for example: “It’s possible to share Jesus with 5 billion people by 2025. See what it will take – and how you can help.”
We sound like this:
Relevant
Passionate
Direct
Clear
Conversational
Compelling
Strategic
Audience-centric
NOT this:
Trendy
Manipulative
Aggressive
Shallow
Casual
Excitable
Dry
Us-centric
Clarity is key.
Key Points
Using media for the mission
Since our founding, our vision has been to use film to share the story of Jesus. Media captivates and connects people, even across cultural and personal divides. We believe that media offers the most dynamic way to see and hear the greatest story ever lived.
The JESUS film in more than 2,000 languages
We have seen the power of people in remote places experiencing the gospel story in their heart language. With more than 2,000 translations, we have endeavored to bring the life of Jesus to everyone, everywhere.
Forging partnerships for the kingdom
We can’t do this work on our own. We partner with over 1,800 ministries, relief organizations, individuals, major denominations and a growing network of collaborators who use our resources and strategies to share the story of Jesus.
Innovating to reach the nations
As the world changes, we know that we must continue to adapt and use new technologies. This takes creative problem-solving and the steady pursuit of cutting-edge solutions.
Creating tools for every context
We’re committed to creating ministry tools and resources that help remove barriers to the spread of the gospel, such as language, literacy or accessibility. Over the years, so many have heard Jesus speak in their own language—their heart language—for the first time ever.
Specific impact of ministry efforts
When people come face-to-face with Jesus, they are forever changed. Our films engage and transform viewers’ lives by the power of the gospel.
Cru and Great Commission vision
We are a proud ministry of Cru, passionate about playing our role in helping to win, build and send multiplying disciples.
Own Voices
“#OwnVoices is a term coined by the writer Corinne Duyvis, and refers to an author from a marginalized or under-represented group writing about their own experiences/from their own perspective, rather than someone from an outside perspective writing as a character from an underrepresented group.” – Seattle Public Library
Authentic: In Their Own Words
Strive for:
– First-hand interviews
– Direct quotes
– Donor testimonials
– Locals telling their own stories of Jesus at work in their life
Rather than:
– Re-enactments
– Assumptions about what someone felt or thought
– Overly simplified narratives
*Staying flexible: Sometimes we’ll have to let go of our own brand voice a bit in order to allow others to tell stories in their own words.
Global Heart Language
What does our global heart language sound like?
Instead of …
– Evangelism, sharing the gospel
– The lost
– Bitter, broken
– Fruit
– Hearts were softened
– Shepherding
– Living in darkness
– Planted seeds
– God’s flock
Try …
– Telling people about Jesus
– People who don’t follow Jesus
– Depressed, dismayed, worn down by poverty
– Outcomes, positive results, growth
– People began to listen and understand
– Guiding, leading
– Missing the comfort of God’s love
– Arrived in Southeast Asia, started a conversation, began to build relationships
– God’s people
Audience Filters
Because of the size and breadth of our organization, we communicate with many different people on a daily basis. Understanding the varied backgrounds, opportunities, and needs of each audience segment help us speak in a tone that resonates with them.
1. Longtime Supporters
“I support Jesus Film Project because I want to see people come to Christ.”
Includes: Established Donors
Touchpoints: Donor Reports, Annual Review, Conferences
Tonal Emphasis: Timeless, Captivating, Specific
WAYS TO REACH THEM:
– Exploring scripture on a deeper level
– Freely referencing the Great Commission
– Celebrating our legacy as the creators of the JESUS film
– Constantly building trust by telling stories of lives changed
– Sharing specific strategies for reaching “everyone, everywhere”
SAMPLE HEADLINES:
– Heart language is everything
– Opening eyes since 1979
– What does reaching everyone, everywhere look like in 2021? (Strategic Report)
– When Amir saw Jesus (Story Title)
– 1,800 and Counting
2. Fresh Faces
“I love the content that Jesus Film Project puts out.”
Includes: Non-Christians, New Christians, Next Generation, “Fans”
Touchpoints: Blog, Social Media, Website, Podcast
Tonal Emphasis: Current, Authentic, Accessible
WAYS TO REACH THEM:
– Speaking in our global heart language (avoiding American idioms and Christian metaphors)
– Leaning on “own voices”
– Using clarity and concision to keep attention from wandering
– Grounding scriptural content in context
– Not assuming a prior knowledge of the Bible or Christian culture
– Creating excitement by welcoming new folks into the JFP community
SAMPLE HEADLINES:
– Adventure with us
– The story that started it all
– Let’s break barriers
– Searching for meaning (the title of a blog series explaining scripture)
3. Feet on the Street
“We need resources that can help us tell people about Jesus.”
Includes: Church Planters, Missionaries, App Users, Anyone Looking for Resources
Touchpoints: Website, Apps, Digital Ministry Resource Kit
Tonal Emphasis: Confident, Accessible
WAYS TO REACH THEM:
– Skewing more functional, with how to’s and step-by-step instructions
– Using the clearest language possible to help people find what they’re looking for
– Storytelling through short testimonial quotes (“Voke has been a total game-changer for my Bible study”) rather than long videos and narrative accounts
SAMPLE HEADLINES:
– His Word in yours
– Jesus is speaking Urdu
– Jesus wants to live in your city
– The gospel just got more sharable (Social Media)
– Bring Jesus to Bali without breaking your quarantine
– Five steps for sharing your faith in another language
– You don’t have to wait years to speak to Amina in her own language.
– Your people love radio? Jesus is there too.
*There will be lots of crossover with the previous audiences – but the reason they’re encountering us is different.
United by Language
Opening Paragraph
This is how we introduce our brand to the world in one succinct paragraph. It is meant to serve as a starting point that can be shifted and built on to apply to specific audiences and contexts.
*Story of Jesus is a colloquial, accessible way to say Gospel or Good News, while highlighting our emphasis on storytelling.
Jesus Film Project is a media resource ministry dedicated to reaching everyone in the world with the story of Jesus. It started in 1979, when we created the JESUS film as a way to tell people about Christ through the medium of our time. Since then, we’ve translated JESUS into more than 2,000 languages. Today, we’re about more than one film. We want to see the message of Jesus in the heart language – and heart medium – of every last person on earth. To make that happen, we must continue to provide people all over the world with resources that help them share the story of Jesus with everyone, everywhere. And we won’t stop until everyone sees Jesus.
USE CASES:
– Website “About” page
– Back of Annual Review
– Press release boilerplate
United by Language
Conversation Starter
The conversation starter is a succinct, single-sentence introduction for our brand. It answers the question, “Who is Jesus Film Project?” and can be used in conversation to both provide clarity and to encourage further discussion.
Jesus Film Project exists to provide media resources for sharing the life-changing story of Jesus with everyone on earth.
USE CASES:
– Homepage of website
– Short bios on social media
– How to answer when someone asks, “Who is Jesus Film Project?”
Headlines and Phrases
The quickest, most effective way to bring our brand voice and personality to life is through a headline. Like the title of a page, a headline is placed at the top of supporting copy. It should reference and summarize the supporting copy in a succinct and compelling way.
Our headlines exist to create a prominent, branded moment in a piece. Typical applications include the "title" of a print ad, website page or section of a brochure.
The bank of headlines listed here should be regarded as a starting point and may be expanded upon.
Sample headlines:
– Stories Change Lives
– Until Everyone Sees Jesus
– Reaching the Watching World
– Every Tribe and Touchscreen
– From Timbuktu to Tulsa to Tokyo
– Everyone, Everywhere
– Heart Language is Everything
– Opening Eyes Since 1979
– What Does Reaching Everyone, Everywhere Look Like in 2021? (Strategic Report)
– When Amir Saw Jesus (Story Title)
– 2,000 and Counting
– Your People Love Radio? Jesus is There Too.
*These headlines are for any audience.
Sample phrases:
– Let’s tell the world about Jesus, together.
– When Jesus speaks your language, everything changes.
– Together we can take the gospel to the ends of the earth.
– The story of Jesus for everyone, everywhere.
Section 03
Visual Identity
Design Principles
Design principles are a set of values and considerations that define the fundamental pillars of a brand's visual identity system. These constructs help to unify teams and collaborators in decision making around the implementation and expansion of their graphic language.
Rooted in Legacy, Focused on the Future
Our approach to design aims to find a balance between our past and present. Our visual system is rooted in our legacy—the analog capture and in-person showings of the JESUS film—while other aspects of our identity signal the digital growth of our organization. Elements of film and projected light are combined with modern-day aesthetics to strike a current yet timeless feel.
Christ-Centered Creation
Above all else, we are all called to join and fulfill the Great Commission. As we further this effort, Christ must remain primary and present in our creative expression and implementation of our visual identity system. This approach may manifest in the photography we use, the language we feature, and stories we tell.
One Voice, One Color
Our organization aims to see the message of the gospel in the heart language–and heart medium–of every last person on earth. This means uniting under a single color that not only represents this universality, but our impassioned approach to spreading the gospel. For us, that color is red. Whether it be a business card or video title sequence, red should always lead the way and represent our brand with fervency and zeal.
A Lens for Discovery
JFP is telling the story of Jesus, the world over. However, as we implement our visual identity system, we should intentionally put others or Christ himself at the center of our work. In another sense, we can view ourselves as the lens or conduit through which we tell the story that started it all. As we create visually-impactful communications, use our logo symbol as a frame or container as a means to put others first.
Highlighting Humanity
Whether it be individuals seeing Jesus or our storytellers and creators, people lie at the heart of our work. Through photography or the written word, we should aspire to highlight humans, their impact, and stories, through our approach to design.
Design Protips
These design protips aim to help non-designers in their implementation of your brand's visual identity system.
Consistency is Key
As we implement our visual identity system, consistency is the most important aspect to consider. As we choose font sizes and styles, colors, and graphic elements, default to the styles and expectations set out in the Jesus Film Project brand guidelines. Remember, consistency builds trust and trust builds brand loyalty.
Anchored in Red
As we activate our visual identity system through design, we must ensure that our brand’s most fundamental elements, most importantly our logo, are stylized in our signature red. This approach provides a consistent thread through all of our communications. While red is the base of our color structure, it can be complemented and/or supplemented by other colors from our primary and accent palettes. For example, a postcard may have an expressive cover utilizing our accent palette, but the back must have our logo in our singular brand color: red.
Emphasizing Tone
Our visual identity system is set up to be flexible based on the emotion or feeling needed in any given communication. Before you begin designing, consider the tone of the piece you’re creating and how the given visual elements may help you achieve your chosen approach.
Example: Background Color
If you’re looking for a more timeless approach, you might use a warm white background. If you’re looking to strike a more current look, you may use a bright white background.
Example: Accent Colors
When using our accent colors, consider how expressive you want your piece to be. If you’d like a moderate level of expressive quality, try leading with red and using our accent palette sparingly. If you’re trying to create something that feels very expressive, lead with accent colors, but be sure to root the piece in red.
Example: Typography
When you’re trying to create a piece that feels more authentic and humble, try using our serif font as your headline style. In contrast, if you’re creating a communication that needs to be more captivating and confident, utilize our sans-serif in your headline stylization.
Primary Brandmark
Overview
Our primary brandmark is our brand signature. It is our most recognizable asset and should be used simply and consistently across all communications. The primary brandmark should be used simply and consistently across all communications.
From the beginning, we have always been about one thing: Everyone Seeing Jesus. Our logo depicts just that—a projection of JESUS onto a physical screen.
Primary Brandmark
Color Use
The logo variations shown here are the only acceptable color variants of our primary brandmark. They also represent the acceptable variants of our secondary brandmark.
Red Brandmark on Stark White
Red & Grey Brandmark on Stark White
Warm White Brandmark on Red
Stark White Brandmark on Red
Red Brandmark on Warm White
Red & Grey Brandmark on Warm White
Grey Brandmark on White
Stark White Brandmark on Grey
Primary Brandmark
Exclusion Area
The exclusion zone ensures the legibility and impact of the brandmark. This zone should be considered as the absolute minimum safe distance; in most cases the brandmark should be given even more room to breathe.
We measure our exclusion zone as two times the height of the capital F from our brandmark.
Brand Symbol
Our brand symbol is our most distinct graphic device. It should be used simply and consistently across all communications. Whenever possible, we should use our brand symbol without the word "Jesus" inside of it. We reserve the symbol with type for social media purposes only.
Brand Symbol
Color Use
The brand symbol variations shown here are the only acceptable color variants.
Red Symbol on White
White or Warm White Symbol on Red
Red Symbol on Warm White
White Symbol on Grey
Brand Symbol
Exclusion Area
The exclusion zone ensures the legibility and impact of the brand symbol. This zone should be considered as the absolute minimum safe distance; in most cases the brandmark should be given even more room to breathe.
We measure our exclusion zone as 60% of the height of our brand symbol.
Other Brandmarks
The brandmarks shown here are our secondary brandmark and our isolated wordmark.
Our secondary brandmark should only be used when it more properly meets the design objective or fills the available space. Our Isolated wordmark should only be used in context of our brand symbol without "Jesus" inside of it.
Secondary Brandmark
Isolated Wordmark
Graphic Seal
Shown here is our graphic seal. This seal is a tertiary element and can be used as a proxy for our primary brandmarks. However, it is best used in the context of our primary brand elements.
Color Palette
Our color palette contains many colors and is organized by use.
Our primary brand color red is to be used as the base or anchor for our visual identity system. We've chosen red to be our primary brand color, not only because of its cultural universality, but because of what it represents: passion, strength, and a sense of urgency. For more, see our Design Principle: One Voice, One Color.
Jesus Film Project Red
Pantone: Red 032 C • CMYK: 0 86 63 0 • HEX: #EF3340
Secondary Palette
Our secondary palette is a set of functional colors, always used in conjunction with our brand color red.
SOFT BLACK
Pantone: 2336 C • CMYK: 61 55 56 46 • HEX: #4D4D4D
Stark White
Paper • CMYK: 0 0 0 0 • HEX: #FFFFFF
Warm White
Pantone: 9043 C • CMYK: 5 4 9 0 • HEX: #F0EDE3
WARM GrAys
01: Pantone: 400 C • CMYK: 18 15 16 0 • HEX: #B0AFA8
02: Pantone: Warm Gray 01 C • CMYK: 10 10 11 0 • HEX: #DCDAD2
FUNCTIONAL GRAYS
01: Pantone: Cool Gray 04 C – 100% • CMYK: 12 8 9 23 • HEX: #BBBCBC
02: Pantone: Cool Gray 04 C – 33% • CMYK: 8 5 6 0 • HEX: #E7E9E9
Expressive Red Palette
Our set of expressive reds allows for creativity to flourish with some visual constraint.
Expressive Red – Dark
Pantone: 1817 C • CMYK: 30 85 59 70 • HEX: #643335
EXPRESSIVE RED – MEDIUM DARK
Pantone: 1807 C • CMYK: 10 93 71 33 • HEX: #A4343A
EXPRESSIVE RED – MEDIUM
Pantone: 1797 C • CMYK: 2 97 85 7 • HEX: #CB333B
EXPRESSIVE RED – LIGHT
Pantone: 1785 C • CMYK: 0 76 54 0 • HEX: #F8485E
Accent Color Palette
Our accent palette brings energy and life, often in small doses, to our compositions. The accent palette should always be used in context of our primary color and secondary palette.
NAVY BLUE
Pantone: 2378 C • CMYK: 81 60 18 37 • HEX: #424A66
MARIGOLD
Pantone: 137 C • CMYK: 0 36 100 0 • HEX: #FF9E00
MAROON
Pantone: 208 C • CMYK: 0 100 29 44 • HEX: #91214A
ORANGE
Pantone: 2026 C • CMYK: 0 73 85 0 • HEX: #F25E29
Typography
Typography plays a critical role in establishing the tone of Jesus Film Project's brand expression. Apercu Pro is our primary brand font. Noto Serif is our secondary font. Reference the Applications section for samples of typeface usage.
OUR PRIMARY FONT
Aperçu Pro — Bold, Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£#$€%^&;:+*?
Use: Headlines, Subheads, Notations, and Pagination.
OUR SECONDARY FONT
Noto Serif – Semibold, Medium, Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@£#$€%^&;:+*?
Use: Headlines, Subheads, and Body Copy.
Typography
Display Font
Shown to the right is our customized display of Apercu Pro. This is not a font, rather an artistic interpretation of our primary font.
Our custom display should always be paired with the fill version of Apercu Pro. Reference the Applications section for samples of typeface usage.
For access to this brand asset, please contact our creative director: Nathan Wilkinson.
APERCU CUSTOM DISPLAY
Use: Titling and Headlines
Typography
Apercu Waterfall
Shown here is are the appropriate sizes, colors, and incriments of use for our primary font, Apercu Pro. These can be integrated appropriately with the Noto Serif.
Note: Only use the weights (Bold, Medium) outlined above for Apercu Pro.
Typography
Noto Serif Waterfall
Shown here is are the appropriate sizes, colors, and incriments of use for our secondary font, Noto Serif. These can be integrated appropriately with the Apercu Pro.
Note: Only use the weights (Semibold, Medium, Regular) outlined above for Noto Serif.
Photography
Stylization
In an effort to create consistency between our diverse set of photos, we have created two approaches or stylizations. These styles should be primarily used for marketing applications and are not meant to be applied to photography used for documentary purposes.
PHOTO STYLE 01 – WArm whites with grain
In this photo style, we have warmed the whites of the photo using the warm white hue from our brand's color palette. We have also applied a subtle grain to emulate a film photography feel.
PHOTO STYLE 02 – BLACK & WARM WHITE WITH GRAIN
Our second photography stylizations builds upon the first, shown above. In this photo style we continue to warm the whites using our brand's warm white and add a subtle grain. The addition here is the black and white stylization. The black shown is the soft black from our brand's color palette.
Photography
Logo Frames
In compositions where full-bleed photography is not possible or doesn't meet the design objective, we have three different logo frames our photography can be placed within.
The logo frames should be used when we want to keep our brand front and center without diminishing the impact or story being shown in the photograph.
Note: Do not stretch the frames, horizontally or vertically, to accomodate photograph. Retain the logo's original proportions at all times.
Logo FRAME 01 – SIMPLE SYMBOL
Our first logo frame is simply our brand symbol.
Logo FRAME 02 – Breaking BOUNDARIES
Our second logo frame is our brand symbol as well. However, in this version, the subject of the photo breaks one edge of the frame. This approach brings dimensionality to any composition.
Logo FRAME 03 – SYMBOL OUTLINE
Our third and final logo frame is an outline of our brand symbol. As shown, the symbol outline can be placed on top or within the photo. This frame is best used when we want a reminder of our brand without being overt.
Photography
Viewfinder Frame
In compositions where full-bleed photography is not possible or doesn't meet the design objective, we also have the viewfinder photography frame as a tool. This frame is meant to represent what is seen through a camera's viewfinder lens.
VIEWFINDER PHOTOGRAPHY FRAME
The viewfinder frame shown can be used in any aspect ratio, but should always have a blurred edge and rounded corners. This frame is best used where ample white space is available.
Graphic Textures
Our graphic textures represent the boldest tool in our visual identity system. The textures can be used as a background or base for designed communications.
The textures shown to the right are in order of most functional to most expressive. In the first texture, we are using our brand red and our palette of expressive reds. As you continue down the spectrum, red becomes less prominent and our accent palette becomes more prominent.
When using the most expressive graphic texture, be sure our piece is rooted in our primary brand color, red, and our secondary/functional brand colors.
Section 04
Applications
Stationery
Smart TV Application
Branded Postcards
Retractable Banner
Social Media Images
One Page Overview
Questions
If you have any questions regarding this brand identity guidelines document or its contents, or need files not provided on this website, please contact:
Nathan Wilkinson
Creative Director, Jesus Film Project
nathan.wilkinson@jesusfilm.org