Visual Identity
If the brand strategy is Fieldstone Counseling’s personality—what we believe, the tone we use to speak, how we interact with others—then the visual identity is the clothing we wear to convey the nuances of our personality. Think of this outline like our dress code.
Our Mark
Meaning
Our mark is inspired by the narrative imagery behind our name. The angular features of the “F” monogram allude to the historical convention of the stoneworker’s symbol, the unique signature that a stoneworker would carve into the foundation of a finished structure; in our analogy, it is the Lord who works with the things we encounter to leave his mark in our testimony. Behind the monogram, rigid shapes with rounded edges come together to represent the collection of stones used in construction. Finally, the monogram and shapes are framed together in a circle conveying a traditional stained glass window, an allusion to the Christian heritage and biblically based mission of our organization.
Using The System
These guidelines review how the visual identity should be applied.
Main Lockup
This main lockup should be used as the primary introduction to Fieldstone Counseling’s identity in standalone scenarios where no other brand context or setting is provided—if you can only show one piece of the brand identity system, use this lockup. It is especially effective in materials directed at an external audience, e.g. alongside the logos of other organizations (as a sponsor for instance).
Variations
In scenarios where use of the extended visual identity is achieveable, a combination of elements may be used; these variations are outlined below.
Logo
The logo should always be present on branded materials. In settings where communication is clearly coming from Fieldstone Counseling, the logo can be dynamically used on its own at a designer’s discretion.
Primary Logotype
This main logotype can be used to complement the logo in a separate part of a composition where a center-aligned application is preferable; for example, a banner graphic or the reverse of an envelope. When using the logotype, ensure that the logo is also present in some part of the composition.
Secondary Logotype
This alternative logotype can be used to complement the logo in a separate part of a composition where a left-aligned application is preferable; for example, on letterhead or a business card. When using the logotype, ensure that the logo is also present in some part of the composition.
One Color Lockup
When a two-color application is not possible or practical, a one-color application of white, bright blue, or dark blue is recommended for use at a designer’s discretion.
Uses to Avoid
Fill In
Please refrain from filling in any part of the logo, which introduces visual imbalance and hinders legibility of its key elements.
Low Contrast
Maintain legibility by applying the logo in a light color over dark backgrounds and vice versa. White, bright blue, and dark blue are recommended for use at a designer’s discretion.
Alternate Lockup
Don’t combine or rearrange any of the elements of the visual identity to create a new or different version of the lockup—only the main lockup (shown at the top of this section) should be used to depict the logo and the logotype together.
Alternate Colorway
When the lockup is applied in two colors, use only a bright blue logo and dark blue logotype as depicted above.
Supporting Elements
The color, typography, and textures used are an integral part of the overall visual brand.
Typography
Freight Neo is the only typeface used in the visual identity. As a classic humanist sans-serif, Freight Neo features a distinct contrast of thick and thin strokes as they might appear if engraved or chiseled into stone by hand. Beyond this conceptual nod, its clean construction and generous x-height make it a resourceful solution for both longform text use and larger headline settings. All weights and styles of the Freight Neo family may be used at a designer’s discretion—some suggested uses are shown below.
Freight Neo Light is great for “big type moments.”
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567!@#$%^&*()?
Freight Neo Book works well for body copy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567!@#$%^&*()?
Freight Neo Bold can be used for subheads and emphasization.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
01234567!@#$%^&*()?
Color
Fieldstone Counseling’s primary colors are bright blue and dark blue. Light and dark tones of muted green round out the palette to create an analagous color range for use in supporting applications. In scenarios where use of color is not practical or preferable, a light gray and dark gray have been included for use.
Dark Blue
PMS 2965 U
HEX #0B455E
CMYK 96, 68, 43, 29
RGB 12, 70, 95
Bright Blue
PMS 306 U
HEX #00B3E6
CMYK 73, 7, 1, 0
RGB 0, 179, 230
Blue Green
PMS 7459 U
HEX #57929F
CMYK 68, 30, 33, 1
RGB 87, 146, 159
Light Green
PMS 558 U
HEX #90c0b5
CMYK 44, 9, 31, 0
RGB 144, 192, 181
Dark Gray
PMS Black 6 U
HEX #414042
CMYK 0, 0, 0, 90
RGB 65, 64, 66
Light Gray
PMS Cool Gray 3 U
HEX #D1D3D4
CMYK 0, 0, 0, 20
RGB 209, 211, 212
Texture
The final components of Fieldstone Counseling’s visual identity are the background patterns and textures applied to brand material. Angular shapes with rounded corners have been introduced as an allusion to physical fieldstones, and brushed paint was used as a textural nuance to convey an organic tone and soften visual impact. These shapes are meant to be applied within general guidelines for relative proportion at a designer’s discretion. Where every other part of this brand guide outlines very particular rules for use, working with these patterns comes down to intuition.
Dark Blue
Use a dark blue as the darkest part of a patterned composition.
Light Green
A light green piece provides engaging contrast against dark blue.
Blue Green
Pair blue green with dark blue to create a muted but dynamic visual rhythm.
Bright Blue
After combining the first three colors to create a calm balance, introduce bright blue. Make it a smaller piece than the rest, and never use it with a paint texture.
Examples of how pattern and texture should be approached within the visual identity system are shown here. Again, this section of the brand guide is meant more as art direction than instruction—ideally, no two instances of this pattern work should feel identical across the brand.
