How should you use this brand guide?

This brand guide exists to help us (staff, volunteers, trustees etc.) maintain a universal standard of visual identity across The Well’s communications. Refer back to this page as a reference whenever needed.

Here we will cover The Well logo, colours, fonts, imagery, language & other elements.

Be sure to consider this brand guide in conjunction with The Well vision and values statement.

The core feature of The Well’s logo design is the water drop. This should be present in all of The Well’s affiliated logo designs. It represents the water of life: John 4:14 “but whoever drinks of the water that I will give him shall never thirst, but the water that I will give him will become in him a well of water springing up to eternal life.”

This drop features in the core logo and sub-brands such as Deeper, Little Droplets and will be present in future church plants such as The Well at Woodseats.

Brand logos at The Well

*As of Sep 21.

*Please note at The Well we want to create a branded house, not a house of brands. As such we will be reviewing the various ministries and their brands in the future.

Here are the fonts we use and how they should be used. There tends to be a primary header (H1) supporting header (H2) a tertiary version (H3) and body text (normal).

At The Well two core fonts are employed - GOBOLD and Maax.

*Please note

Please note these fonts should be adhered to in ALL circumstances.

Exceptions:

• Print - you can use ‘Arial regular’ as a body font in a written document. The headers must still be Maax or Go Bold.

• Email - Mailchimp does not have Maax or GoBold, nor does Planning Center - use Arial in its absence for body text.

• Church Center - Body text has to be the CC default.

colours

To maintain brand consistency the core and simple colours of black (#000000) should be used on light backing and white (#ffffff) on dark.

Exceptions

The use of photography is crucial to how to represent The Well brand. This is an evolving approach and updates to how we do this will be added here.

Photography should be positive, beautiful and complementary to the context of the communication.

Examples of use:

How The Well uses language is a really important aspect of communications and is connected to the brand.

Examples

• The Well is also spelt with uppercase T+W.

• The Well avoids using the terms ‘we’, ‘our’ and ‘us’. These words can suggest that others are invited to something that doesn’t belong to them.

• For example instead of ‘We want to invite you to our carol gathering’ it would be ‘Carols at The Well - you’re invited!’.
  Instead of ‘Join us this Sunday for a BBQ’ it would be ‘Join The Well for a BBQ this Sunday’. The word ‘us’ implies an us-them element more than many other phrases.

• In written English it can be easy to lose enthusiasm with what is being conveyed so the use of ‘!’ and fonts like GOBOLD help drive the impact of ‘Hey You!’ for example.

• Avoid ever including a positive-negative. For example, instead of ‘Why not join us this Sunday?’ it would be ‘Join The Well this Sunday’. Don’t ask the audience to provide you a reason why they shouldn’t do something you want them to do, instead be positively inclusive.

• Avoid ‘christianese’. Yes you can unpack things with biblical accuracy in the context of a gathering, but outward-focused communications need to be written in a way that anyone reading them on the steps of the church would understand.

• The Well’s voice should encompass the values, be positive, inviting, warm and accessible.