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 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.
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).
In scenarios where use of the extended visual identity is achieveable, a combination of elements may be used; these variations are outlined below.
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.
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.
Uses to Avoid
The color, typography, and textures used are an integral part of the overall visual brand.
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.”
Freight Neo Book works well for body copy.
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.
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.
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.