OVERVIEW
Welcome to the Orangewood Church brand guidelines. As we pursue our mission, a clear and consistent brand is essential. Sure, it makes us look good, but it also impacts how we are recognized, trusted, and remembered by first time visitors and long time members.
Consistency builds recognition and enables scalability. Every touchpoint—digital, print, signage, or social—should feel unmistakably Orangewood, reinforcing clarity and trust with those we serve. As we grow—reaching new people, launching ministries, and expanding our impact—a unified brand system ensures everything scales cohesively without becoming fragmented or diluted.
No matter your role, these guidelines equip you to represent Orangewood with clarity, unity, and strength so that every communication builds toward a recognizable, scalable, and enduring presence.
If you have any questions please contact:
Vonda Westmoreland
Director of Communications
407.565.6338
Brandy Nicks
Senior Graphic Designer
407.565.6301
LOGO
Logos are the clearest way for us to express the Orangewood Church visual identity. Our brandmark is what makes us most recognizable and should always be applied consistently.
Our primary logo is our most recognizable asset and should be used simply and consistently across all communications.
When displayed on a dark background, we stick to the reversed out version of the logo without the orange. We do not use orange on top of the black.
Our horizontal logo can be used in wide applications when the space does not allow the stacked version.
In select cases where a single color logo is needed, these are the approved options. The logo should never be used in any other colors than the approved Orangewood orange, white, or black.
ICON
Our icon, the inward-facing arrows forming the O, represents the movement of people towards Orangewood, community, and ultimately God. The icon works well as a shorthand for our logo and can be used when there is limited space available or where context already exists for our visual brand identity. However, it should not act as a replacement to the brandmark.
SAFE SPACE
The exclusion zone ensures the legibility and impact of the logo. This safe space prevents the logo from being placed too close to the edge of a document or surrounding words and imagery.
The minimum space around the logo is the “x” space designed to match the current spacing from the edge of the O to the edge of the typography in the logo. This space should be considered the absolute minimum safe distance. More space is even better.
The safe space should be applied to the icon in the same manner at the logo but using the 2 arrows as a guide.
LOGO MISUSE
The examples shown here illustrate incorrect uses of the logo:
- Don’t add “neat” effects.
- Don’t alter colors.
- Don’t outline.
- Don’t remove elements.
- Don’t alter the sizing.
- Don’t place on loud colors.
- Don’t apply gradients.
- Don’t add icons or art.
- Don’t rotate or skew.
COLOR
Color plays an important role in establishing a distinct and consistent identity.
The color palette should be used with such consistency that our congregation, users, and visitors instantly recognize our communication materials as “Orangewood Church.”
After our logo, the “Orangewood orange” is our most recognized brand asset. orange is the most bold of all the colors in the palette and captures our attention more than any other color. Use it strategically to focus your audience’s attention.
Though you may not think of white as a color, we use it as “white space” when we are creating communications for our audiences. When white space is balanced well with content, it increases readability and comprehension.
Orange You Glad
HEX #FF8F1C
RGB 255 143 28
CMYK 0 49 96 0
PMS 1495C
Ocean
HEX #9abeaa
RGB 154 190 170
CMYK 41 12 37 0
PMS 558c
White
RGB 255 255 255
CMYK 0 0 0 0
Off Black
HEX 25282A
RGB 37 40 42
CMYK 81 67 55 83
PMS 426 C
TYPOGRAPHY
Typography is one of the most, if not the most, important communication tool for our brand. It carries our brand voice and with it we establish our tone, personality, and message.
Our typography system is streamlined for visual efficiency and simplicity. It’s vital that this guidance is followed as carefully and accurately as possible.
Brandon Grotesque is a clean, modern typeface that feels both approachable and refined. Its soft geometric forms give it a warm, welcoming personality while maintaining the clarity and versatility needed across both digital and print applications.
With a wide range of weights and styles, Brandon Grotesque works equally well for bold headlines, supporting copy, and branded communications. At Orangewood Church, Brandon Grotesque serves as the primary typeface and should be used as often as possible—especially for key, high-level communication.
Our brand uses a strict typographic system—defining size, font, and layout—to create clear hierarchy and guide users to the most important information. Consistent use of this system ensures order, improves readability, and helps audiences quickly understand and navigate content.
WEB FONT
Rubik is a modern, approachable typeface that balances warmth with clarity, making it equally effective across digital and print applications.
Its rounded geometry gives it a friendly, accessible feel while still remaining clean and highly functional. As a free Google Font available in a wide range of weights and styles, Rubik is versatile enough for everything from bold headlines to longer-form body copy. At Orangewood, Rubik serves as the primary typeface and should be used whenever possible—especially for key, high-level communication.
Our brand uses a strict typographic system—defining size, font, and layout—to create clear hierarchy and guide users to the most important information. Consistent use of this system ensures order, improves readability, and helps audiences quickly understand and navigate content.
PHOTOGRAPHY
Imagery plays a major role in communicating our authentic and welcoming culture to our audiences. To that end, we limit the use of “staged” or “posed” shots. Every shot should feel: warm, natural, and welcoming.
Prioritize Natural Light
Use natural light whenever possible. It creates warmth and authenticity. Avoid harsh flash or overly staged lighting.
Capture Candid Over Posed
Focus on people engaged with each other, not looking at the camera. Real interaction over awareness of the lens.
Real Moments Over Staged Scenes
Look for genuine emotion and connection. Light direction is fine, but the moment should feel unforced.
Use Brand Color Intentionally
Incorporate subtle accents of our branded orange when possible. Keep it natural, not distracting.
Reflect the Full Picture of the Church
Show diversity across age, ethnicity, gender, and background. Representation should feel natural and inclusive.
Focus on Connection and Community
Highlight relationships and shared moments. Togetherness over individual portraits.
Keep It Approachable, Not Polished
Avoid overly perfect or over-edited images. Slight imperfections help it feel real.
AI or Editing Should Be Undetectable
Any editing or AI use should feel invisible. If it’s noticeable, it’s too much.
Color Grading
To keep color grading consistent across our naturally lit photos, use the provided LUT. It can be installed in Photoshop or other editing software and applied during editing. It brings up the orange tones, softens the light, and warms up the blacks.
Note: When applying the LUT to indoor photos, reduce the opacity by 20–30% to prevent skin tones from becoming overly orange.
FIXED VS FLEXIBLE
Orangewood Church’s visual identity is a system built on core elements—logo, typography, and color—alongside extended elements like imagery, patterns, and supporting visuals.
These elements fall into three categories: fixed, adjustable, and flexible. The closer something is to the core church brand (like signage or primary communications), the more it should rely on fixed elements. Materials for events, ministries, or specific audiences can lean more into flexible elements.
To bring energy and movement into the brand, we’ve expanded our core logo elements into a system of patterns and arrows. These extensions stay rooted in the core identity while allowing for greater flexibility in expression.
The inward-facing arrows are a direct reflection of our logo and can be used in squares, rectangles, and circles.
Single-direction arrows can act as directional signage or as graphic elements masked within images.
While our social content centers on testimonials and stories, any graphic or advertisement should feel like a natural, consistent extension of our brand.
This means consistent use of typography, color, spacing, and imagery, as well as a clear alignment with our voice and values. Nothing should feel overly stylized, trend-driven, or disconnected. Instead, each piece of content should reinforce the brand’s identity, creating a cohesive experience across all touchpoints.
In practice, our social graphics and ads should feel just as intentional and grounded as our core brand materials—supporting the stories we tell while maintaining a unified and recognizable presence.
Below are various examples of possible brand expression. They are meant as inspiration and a starting point to creating Orangewood communications. They are not final designs to be used. However, they are a good resource for judging a good use of the logo, typography, color and our elements.
