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4Design BasicsDesign BasicsUsing a GridMoody Education BrandsSystem PhotographyPHOTOGRAPHY CHECKLISTMoody Education uses a versatile grid, whichacts as an invisible guide to align the logo, title,body copy, images, etc., to add structure andflexibility to a variety of applications. This multicolumn grid is established to add a frameworkand stability to an application, while providing avery large range of flexibility — it is not intendedto be limiting.CONTENT ANDCOMPOSITION CUESUse the guides to establish where to start andstop a line of copy and align graphic elements;however, it is not restricted to the use of only onecolumn at a time. For example, you may havecopy that flows over two grid columns or four.The examples shown to the right show the basestructure of a 9-column grid and how headlines,body copy, call-outs, images, etc., align to thegrid to design beautiful asymmetrical layouts.Honest; subjects and situationsrelevant and purposeful tocontentSubjects shown in real context;provides environmental cuesVISUAL CUESExpresses confidence andwisdomPhotography is a compelling way to connect withour audiences on an emotional level that quicklyresonates and leaves a lasting impression of ourschool and our students. This page providesguidance on the type of imagery to use whendeveloping applications for Moody Educationmaterials.Engaging; leaning forward,into the activity or conversationFor global reinforcing signals please refer topages 24–25, Universal Photo Direction.The following lists the ideal subject matter to strive for in photography:Engaging; eye contact withperson or activityDiversity represented (age,gender and / or ethnicity)Visual cues provide guidance beyond the content, specifically:Use the 9-column grid to create movement andinterest by overlapping columns. Establishingpurposeful white space creates dynamic layoutswhile maintaining clarity and hierarchy.Depth of field; focus onsubject matterWarm, natural lighting(whether indoors or out)Light glow; spiritual essenceThe grids used in these examples are set upto use 0.4375" margins, 9-columns and0.25" gutters.Tone is purposeful andintentionalVibrant, rich colors; groundedby neutralsGRID MISUSEPHOTOGRAPHY MISUSEDO NOT use more than 75 characters, orspan all columns of the grid, in one lineof copy.80 Brand Style Guide4DO NOT use a symmetrical grid.DO NOT randomly place things on thepage.Contains colors from theSchool Accent Color paletteDO NOT show subject matter out of context.DO NOT use overly white imagery (white backgrounds, whiteclothes, white props).Brand Style Guide 81

4Design BasicsDesign BasicsMoody Education BrandsSystem Photography (CONT.)The imagery style established for MoodyEducation is unique and distinctive. Becauseof how important color infused images can beto communicating the tone of the brand, it isnecessary to edit them correctly. It is equallyessential to know when and when not to usethem so that they do not become overusedand / or distracting.This page provides a brief checklist to evaluatewhen to use full color or color infused imagery.Color Overlay BarsCOLOR APPLICATION CHECKLISTWHEN TO USE THECOLOR EDITED IMAGEWhen full color imagery is used, it may still beimportant to bring the school color into thelayout in a strong way — using a light andsemi-transparent color bar is a great way tointroduce color and can even be used to holda callout or headline.When selecting an image for use, ask the following questions todetermine if a full color or a color infused image should be used:Is there a natural use of theschool accent color already inexistence in the image?Is there a strong color signalelsewhere in the application?Is the image relatively smalleither in size or importance?Is the image being used torepresent education as awhole rather than an individualschool?Does the color infusiondisrupt or overcomplicate amandatory image?FULL COLOR IMAGERYIs a strong color signal desiredfor the application?Will a distinctive and uniquephoto style help distinguishthe marketing materials?Is the marketing material aflagship piece that requires anownable look?Before: Original Photo Brand Style GuideAfter: Color Bar AddedIs the image the feature ofthe piece?Have I used color infusion torepresent one or more schoolsin the same application?COLOR INFUSED IMAGERYCOLOR INFUSED TREATMENT MISUSEDO NOT use a solid bar over the image.824DO NOT use gradients in the color bar.DO NOT add special effects to the bar suchas bevels or drop shadows.Brand Style Guide 83

4Design BasicsDesign Basics4Color Infused TreatmentTo infuse color into your images, please editthem in Photoshop. Each image needs to betreated on a case-by-case situation — thereis not a "one-size-fits-all" solution for editingthe images.Here are a couple of image examples to showhow the color has been altered. You will seethe original, color edited image, as well as ascreenshot of the Layers palette so you can seehow the color has been infused.COLOR APPLICATION CHECKLISTEVALUATING COLORINFUSED IMAGESEDITING THE IMAGECOLORIt is important to take a step back and evaluatethe image that has been edited to make sureit feels authentic. The final color infused imageshould be inspiring and purposeful. Use thechecklist and examples to help guide andevaluate the color you infuse into your image tosee if it is on the same level as these images.When editing a photo to include the specific color signal, ask yourselfthe following questions when evaluating the color application:Is there a 60%-40% color ratiobetween natural image colorand school accent color?Before: Original PhotoAfter: Color-edited Photo(Layer Toolbar Example)(Layer Mask)Does the color in the imagefeel natural with subtle colorhighlights?The following gives you step-by-step instructionson how to (generally) achieve this look:Is the image full of color andfree of a duotone treatment?Does the image feel unique?Does the image convey timeinvestment through the colortreatment?1. Start by creating a layer (above your image);fill with the CMYK color for the specific school.Tip: Evaluate the image by itself, once again incontext of the application and also when usednext to other images, as the balance of the colorcan appear to shift once in use. Edit as needed.2. Set the layer blending mode to "Color".3. Next, create a layer mask to control where thecolor is applied.4. Use a combination of a gradient blend(anchoring the color to the edge) and handtouching the mask will provide the bestand most natural effect — each image willneed to be treated differently based on thecomposition.It is important to mask out areas of the image toprotect the original color in areas of the imagethat provide context and realism — especiallypeople's skin. The color balance and blendingshould feel natural and not overly synthetic withpops of distinctive color.84 Brand Style GuideBefore: Original PhotoAfter: Color-edited Photo(Layer Toolbar Example)(Layer Mask)Good Example: GoldCOLOR INFUSED TREATMENT MISUSEDO NOT put a color box overlay on theimage to colorize the image.DO NOT make flat color monotones orduotones out of the images.Good Example: RustGood Example: RedCOLOR INFUSED IMAGE MISUSEDO NOT use a linear gradient to add colorto an image.DO NOT allow the color to infuseeverything in the photo.DO NOT use color in a manner that feelsforced or fake.DO NOT single out people to colorize ormake skin glow.Brand Style Guide 85

Graphic devicesGraphic devicesGRAPHIC DEVICESSermon Notes TextureIllustrates how to use handwritten sermon notesas texture.Feature Window BoxInformation on the rounded corner boxtreatment used with images.Feature Window BarProvides guidance and examples on how to usethe double-sided box pairing.Dark Tone BarsIllustrates how to use the dark tone color barswith other graphic devices.Dark Tone Pin-lineIllustrates how to use the dark blue pin-linegraphic within a layout.Pull Quote DeviceDetails on the unique pull quote device,including design and fonts.Sermon Notes TextureGraphic devices are design elements used tobuild upon and illustrate the brand. It is thecombination of these elements that makes upthe look and feel of the brand apart from thelogo itself.This section provides details for the MoodyEducation brands’ unique graphic elements.When used consistently, these devices shapethe core visual look and feel of the brand andestablish recognition through distinction.Handwritten sermon notes are used sparinglyas a graphic element that is layered on top ofimagery within a composition. The sermon notestexture should be treated as just that — texture.It is not intended to be the main feature of alayout — they are used to provide interest andadd depth in a warm and inviting manner to arelevant image (i.e., student studying).Example: Sermon Notes Texture sampleApplication Example: Brochure Close-upApplication Example: Brochure Page(Blue notes on top a Gold infused image) The letterforms are not intended to be preciseor 100% legible, as they are used to providevisual texture; however, they should feelsophisticated and authentic.Example: Sermon Notes Texture sampleApplication Example: Brochure Close-upApplication Example: Brochure Page(Rust notes on top a Rust infused image)DO NOT use a script font of any kind or useplaceholder or "lorem ipsum" language.Brand Style GuideDO NOT use the sermon notes as theprimary feature of an application. The notes should be real sermon / spiritualnotes that reference bible quotes that add tothe spiritual nature of the school's foundationand respected wisdom. Varying hand-written samples should be used;this instills a sense of community and theindividuality of one's walk.John 13:7 - Jesus replied, “You donot realize now what I am doing, butlater you will understand.” The following guidelines provide a frameworkto ensure the intended personality of thehandwritten type is intact: Handwritten scripture notes should behandwritten — embracing the imperfectionsof hand-drawn type, which includes wobblybaselines and varying type rags.COLOR INFUSED TREATMENT MISUSE864DO NOT place the sermon notes overmetaphorical or non-relevant imagery, colorblocks or white space. The handwritten notes should be colorizedto match either the Moody Education LightBlue (PMS 7459) or one of the schoolaccent colors.Brand Style Guide 87

4Graphic devicesGraphic devicesFeature Window Box4Feature Window Bar0.1875" Corner RadiusRound corners face each otherThe Feature Window Box is a graphic device thatbrings clarity and amplifies what is importantin the image. The shape is inspired from the"Moody M" symbol through a combination ofstraight edges and a curved corner. The followingguidelines provide a framework to establishconsistency while maintaining flexibility: Only use one rounded corner at a time,preferably in the upper right or upper leftcorner, depending on the composition.The Feature Window Bar is achieved when twofeature window boxes are used as a pair to createone graphic element. The following guidelinesprovide a framework to establish consistencywhile maintaining flexibility:0.1875"CornerRadius85% YApplication Example: Cover (Close-up)Gap 0.0625"Application Example: Close-upYAsymmetrical Composition Maintain a consistent corner radius of 0.1875". Only use one rounded corner per box. Maintain a consistent corner radius of0.1875" and use asymmetrical compositionsof the box. Leave a small amount of white space, equal to0.625", between the two boxes. The preferred proportions of the featurewindow box occur when the height is equal to85% of the width. This is flexible dependingon use (i.e., pocket of a folder). Use asymmetrical compositions of the boxpairing within applications. The perspective window box pairings can befilled with color, imagery, headlines, logos, etc. The feature window box can be filled withone or a combination of: color, imagery,headlines, etc. When layering on top of an image, the imagewithin the box can be slightly magnified todraw attention to the subject matter. When placing on top of an image or colorfield there should be a 1.5pt white borderaround the box. The feature window box can be placedwithin a composition to purposefully breakboundaries, creating movement.88 Brand Style Guide It is important to have the round cornersface each other, as it mimics the shape of anopen book.Application Example: Brochure Close-upApplication Example: Brochure Close-upApplication Example:Application Example:Application Example:(Magnified Image — Box placement is the area of focus within the image)(Color Block — Pocket of a folder)(Color Block / Title and Image)(Color Block / Logo and Image)(Color Block / Headline and Image)PERSPECTIVE WINDOW MISUSE Each side of the box pairings should betreated differently from its partner box (i.e.,color filled on one side and a contained imagein the other, or Red on one side and Light Blueon the other).PERSPECTIVE WINDOW MISUSEMaster of Arts inBiblical Studies(Online and Other Options)DO NOT use alternative corner radii onperspective windows.DO NOT show the box as a perfect square.DO NOT overuse the rounded corners.DO NOT show the rounded corners on theexterior corners of two boxes used togetheror close the gap between the boxes.DO NOT show the boxes as equal lengthsor as a perfect square.DO NOT use boxes of different heighttogether to create a pairing or use differentcorner radii.Brand Style Guide 89

4Graphic devicesGraphic devicesDark Tone BarsDark Tone Pin-lineWhen color is used as a graphic device such as inthe feature window bar, it is important to includea Dark Tone Bar. Dark tone bars are a minimalcolor bar used in conjunction with the colorfield — creating a graphic shadow treatmentthat provides depth to the composition andaccentuates the primary color field.The dark tone bar can be used in a thickertreatment when it holds content and / or overlapsimagery. When a larger dark tone color areais used, you can use a small bar of the MoodyEducation Light Blue to help with color balance.Specific color combinations have beenestablished and approved for use for each schoolaccent color: Moody Education — Light Blue (PMS7459) and Medium Blue (PMS 633). Moody Bible Institute — Gold (and Dark Gold (PMS 7551).4 Moody Theological Seminary — Red (7628) and Dark Red (PMS 1815).PMSFOUNDATION BAR/PIN-LINEPrimary Color AccentDark Tone Bar6pt StrokeApplicationExample: InsertSales SheetDark Tone Pin-line2pt StrokeApplicationExample: InsertSales Sheet(Color FoundationBar / Pin-line)Primary Color AccentHeight 0.1875"(Color FoundationBar / Pin-line)Perspective Window Box Pairing ExampleDARK TONE COLOR AREAA Dark Tone Pin-line is a thin stroke (2pt) usedin the Master Dark Blue (PMS 302) and ispaired with either a foundation bar or a colorblock (both of which are Education Light BluePMS 7459) as a grounding element.The thin dark blue pin-line serves as agrounding element and even helps transitionbetween the Education Light Blue and theindividual school colors.The foundation bar is always anchored the edgeof the material and the dark tone pin-line is onthe entire edge of the foundation bar.COLOR SEPARATOR PIN-LINEImageDark ToneColor AreaAlignPMS 7550) Moody Distance Learning — Rust (159) and Dark Rust (PMS 160).DARK TONE COLOR BARSApplicationExample: BrochurePageCOLLEGEOFFERINGSEducation BlueColor FieldDark Tone Pin-line2pt StrokePrimary Color AccentWidth 0.1875"(Color Blocks)Non PorruntrenamPrimaryColorAccentEossi inulpa diant paeverum queVolum facepratem utvolupturRempori amuscie ntoriaet nobisEducation BlueColor FieldHeight 0.0625"Application Example: Cover Close-upEratem eati rehendemPMSDARK TONE BAR MISUSEDARK TONE PIN-LINE MISUSEPlease note: The dark tone colors can neverbe used by themselves to represent the schoolbrand — they are only approved for use whenfused with the school's primary accent color.DO NOT mix and match school colors.90 Brand Style GuideDO NOT use the Dark Master Blue as adark tone on the Light Blue in a perspectivewindow box pairing.DO NOT flip the proportions so that thedark tone color is more dominant than theprimary color accent.DO NOT rearrange the placement of thebars or forget to use the dark tone pin-line.DO NOT mix and match school colors oruse the dark tone pin-line to separate twodifferent school colors.DO NOT use any color other than theMaster Dark Blue for the dark tone pin-line.Brand Style Guide 91

4Graphic devicesGraphic devices4Pull Quote DeviceThere are two pull quote devices available foruse depending on either the length of the"credit author's" name and degree are and / orhow much space is available — single line ordouble line.Z0.05"CornerRadius100% ZAlignThe Pull Quote Device is a unique graphicelement that provides personality and characterto our quotes and testimonia

here uses the colors for Moody Bible Institute; however, the proportions are the same no matter which school — simply replace the golds with the appropriate school colors. Please note: The usage scale is intended to guide the color across an entire application, not necessarily a single spread at a time. COLOR USAGE SCALE - MOODY EDUCATION -