Philosophy

The Lifepoint brand and message attributes are carried through all mediums of communications through intelligent and intentional use of color, typography, photography, facility decor, Sunday attire, language, and all design related elements.

Proper use is important to ensure the quality and consistency of the experience of every Lifepoint Church member and attender.

Our brand strategy is made up of a vision that comes to life through our brand essence.

This page contains some guidelines and best practices for how to effectively present the Lifepoint brand and essence.

What is a Brand Identity?

A brand identity represents the values, services, ideas and personality of an organization. It is designed to increase recognition and build perceptions of the organization in its chosen marketplace.

Formalizing or streamlining brand identity lends to greater future success by removing guess work of the brand users and creating a more consistent “product” or experience for the Lifepoint family.

For an explanation of the “why” behind the style guide

See the "Style Guide Explainer" Video

The color palette includes a light blue and dark blue theme with supporting tones. Color matching standard Pantone references, CMYK, RGB & HEX codes are included to ensure accuracy when reproducing the palette.

Our Primary Palette consists of the corporate colors we use for logo, text and headers.

The Secondary Palette exists only to be used as a compliment to the primary palette. The secondary palette is reserved for part b or volume 2. For example, the secondary palette would be used on Catalog B that sits next to Catalog A on the same shelf.

*Important: Every device will render these colors differently on screens depending on monitor settings (brightness, contrast, warmth, etc.). It is extremely important to use color codes when creating print or digital elements for Lifepoint to try to maintain color accuracy/consistency.

! NOTE ON PAINT COLORS:

For consistency, we have selected Sherwin Williams paint colors that most closely match our brand’s pantone color values. Please see the notes in the SPACES section about selecting colors for rooms, selecting finishes for our paints, and for where to purchase paint for our environments.

Primary Color Palette

The Lifepoint Children’s Ministry color palette exists on two levels. Level 1 is reserved for all design elements that represent the ministry. Level 2 exists only as an environment identity element for Little environments. Since the Lifepoint Children’s ministry exists with 3 distinct age groups, their environments have 3 distinct colors representing them however the colors that represent the environments for Crew and Juniors environments are also used as the overall Children’s ministry color palette.

  • Slang: Dark Blue | Pan: 2935 C | CMYK: 100/68/4/0 | RGB: 0/93/166 | HEX: #005DA6

    Paint Color: BEHR M520-6 National Anthem (purchased through Sherwin Williams)

  • Slang: Dark Gray | Pan: 7540 C | CMYK: 69/59/52/33 | RGB: 75/79/85 | HEX: #4B4F55

    Paint Color: SW7068 Grizzle Gray

Secondary Color Palette

The Secondary color palette is available when there is a Part 2 or Version B of something that is accompanying something that already exists in the primary color palette. One may not choose the secondary palette out of preference until the primary palette has already been used.

  • Slang: Light Blue | PAN: Process Blue C | CMYK: 100/35/7/0 | RGB: 0/131/191 | HEX: #0083BF

    Paint Color: SW6796 Blue Plate
    *This color not to be used in Lifepoint spaces*

  • Slang: Light Gray | PAN: 427 C | CMYK: 18/12/13/0 | RGB: 207/211/211 | HEX: #CFD3D3

    Paint Color: SW7658 Gray Clouds
    *This color not to be used in public Lifepoint spaces*

*Notes on Black, Gray & White
Black, gray and white are complimentary colors to almost any color palette. As an accent or for the sake of offset or contrast, black and white may be used as a part of identifying any of Lifepoint’s brands as long as they are used minimally and not as a primary design element.

  • Slang: Black | PAN: 296 C | CMYK: 91/76/55/68 | RGB: 9/27/42 | HEX: #091B2A

    Paint Color: SW 6991 Black Magic

    *Always use flat or matte paint for Stage, Stage Walls and ceiling. See Spaces section for more info.

  • Slang: Dark Gray | Pan: 7540 C | CMYK: 69/59/52/33 | RGB: 75/79/85 | HEX: #4B4F55

    Paint Color: SW7068 Grizzle Gray

  • Slang: White | CMYK: 0/0/0/0 | RGB: 255/255/255 | HEX: #FFFFFF

    Although opaque white inks exist, Pantone does not provide a reference for white. Generally, if you are printing on white paper and apply no ink to an area, you will achieve white. When ink is needed, it should simply be specified as opaque white, without a Pantone Reference.

    Paint Color: SW7056 Reserved White

Children’s Primary Color Palette

The primary color palette should always be used first for any digital or print media that is to be used to represent Lifepoint Church.

  • Slang: Children’s Blue | Pan: 298 C | CMYK: 65/10/1/0 | RGB: 62/180/228 | HEX: #3EB4E4

    Reserved for Juniors

    Paint Color: SW6795 Major Blue

  • Slang: Children’s Orange | Pan: 1645 C | CMYK: 0/75/85/0 | RGB: 242/103/57 | HEX: #F26739

    Reserved for Crew

    Paint Color: SW6621 Emotional

  • Slang: Dark Gray | Pan: 7540 C | CMYK: 69/59/52/33 | RGB: 75/79/85 | HEX: #4B4F55

    Paint Color: SW7068 Grizzle Gray

Children’s Secondary Color Palette (reserved only for Littles environments)

The primary color palette should always be used first for any digital or print media that is to be used to represent Lifepoint Church.

  • Slang: Children’s Green | Pan: 7465 C | CMYK: 67/0/41/0 | RGB: 66/190/172 | HEX: #42BEAC

    Reserved for Littles (only in Littles environments)
    Paint Color: SW6753 Jargon Jade (Reserved for Littles Environments)

Student Color Palette

The primary color palette should always be used first for any digital or print media that is to be used to represent Lifepoint Church.

  • Slang: Student Orange | Pan: 7417 C | CMYK: 4/86/85/0 | RGB: 231/75/56 | HEX: #E74B38

    Paint Color: SW6883 Raucous Orange

  • Slang: Dark Gray | Pan: 7540 C | CMYK: 69/59/52/33 | RGB: 75/79/85 | HEX: #4B4F55

    Paint Color: SW7068 Grizzle Gray

College Color Palette

The primary color palette should always be used first for any digital or print media that is to be used to represent Lifepoint Church.

  • Slang: Dark Blue | Pan: 2935 C | CMYK: 100/68/4/0 | RGB: 0/93/166 | HEX: #005DA6

    Paint Color: BEHR M520-6 National Anthem

  • Slang: Dark Gray | Pan: 7540 C | CMYK: 69/59/52/33 | RGB: 75/79/85 | HEX: #4B4F55

    Paint Color: SW7068 Grizzle Gray

Typefaces for print, email & web

Lifepoint uses sans serif fonts. The following fonts are recommended for communication on Lifepoint email and generic literature. The fonts provided are available/compatible for Mac and PC.

Default fonts are always discouraged (Times New Roman, Myriad, Calibri, Arial, etc…)

These are not the only fonts available to use, but serve as a base for direction. Publication with specific design purpose and direction can, deviate from these font options. Creative Arts will help you with font questions.

As mentioned in the logo section of the style guide, “simple is better”. Adding drop shadows, outlines, embossing, etc… are discouraged.

Other sans serif fonts can be found here

FONT SQUIRREL

Font Downloads

*This script font should be used sparingly and only as an occasional accent on general branded Lifepoint designs.

*This script font should be used sparingly and only as an occasional accent on general branded Lifepoint designs.

Design Guidelines

Lifepoint Church provides free and comprehensive design services. Lifepoint designs should take all campuses into consideration before designs are requested as Creative Arts is only able to support requests for the whole organization (not specific campus events or decoration).

Any department is allowed to contract with external design services at their own expense, however all design elements (internally or externally designed) to be displayed at, or that represent Lifepoint Church, must be approved by the Creative Arts Department to assure brand consistency. If these are not approved, Creative Arts has the authority to ask the department to remove the design.

If outside designers (meaning non Creative Arts department) are being used, it is strongly encouraged that they use professional design software.  Software such as Canva, Word, Publisher, iMovie and Windows Movie Maker typically can not accomplish the aesthetic for which Lifepoint strives.

Images used on any Lifepoint projection screen should be at or above the projectors native resolution settings (3849 x 2160 for the LC Auditorium).  Images where either dimension is 10% less than the projector settings are discouraged as they will be pixelated and grainy. **for more information about resolutions see Print Dimensions and Screen Resolutions guide**

As a general rule, Lifepoint strives to create and design “with current culture in mind”. As an organization that tries to capture the attention of unchurched and dechurched people, we value design that is current enough to be more familiar to these people. Design that is typical of churches is usually discouraged, therefore things like crosses, globes, doves, flames, bibles, etc… are to be used sparingly, if at all, and should only be used for a specific purpose to tell a specific story.

Common Violations

  • Using Watermarks

  • Using Clipart

    Clipart is the stock artwork that comes with programs like Microsoft Word.

  • Not using full bleed on printing

    Any documents, Internal or external, should be printed with a full bleed.   This means that if color is on the document edge, it should go all the way to the edge and not stop where the desktop printer stops.

    *If you’re printing a one off item (like a building sign) that does not have a full bleed, you are encouraged to trim the white edges off of the print.

  • Not asking Creative Arts to approve

    Seeking Creative Arts brand approval moments before the order has to be submitted in order for the project to arrive on time. The ordering party should leave time for feedback from Creative Arts (in case changes are necessary).

In the world of photography less is more. Any generic marketing piece without specific purpose or brand should be either black and white or full color as long as the piece is in correct color temperature and focus. Images with filters or borders (such as those found on Instagram), or that utilize unusual lenses typically will not meet Lifepoint’s aesthetic. (See samples below)

When printing a photograph, image resolution should be no less than 300dpi to avoid any grain or resolution quality issues.

When using an image for web (site & social media), the image resolution should be a minimum 1920 x 1080, which will maintain image quality and speed of loading for the web user and should maintain resolution when scaled to the needed size.

**for more information about resolutions see Print Dimensions and Screen Resolutions guide**

Common Violations

  • Adding Demographics

    When selecting photos for any Lifepoint media, make sure the photo represents the actual demographic of the body the photo represents. In other words, if you wouldn’t normally see an African American man with a Chinese woman and an elderly white man holding an Indian baby, don’t add photos that indicate that as a part of our culture. Outsiders need to see something representative of the demographic / culture.

  • Using the wrong size photo

    In photography, correct resolution is CRITICAL. Using the wrong size photo in a print or on projection screens compromises Lifepoint’s brand aesthetic.

    Print specifications are at 300dpi after the image has been sized correctly for the application. For video/projection when considering a width and height for an image the shortest dimension should be greater than 1080 pixels.

  • Using filters

    Popular apps like Instagram have introduced a culture of filters and vignettes to photography. Lifepoint only utilizes images that are of a classic nature without such filters.

Video Guidelines

Video branding is largely marked by professionalism.  Professionalism is more easily described as “not looking home made”.  If the Creative Arts department is not producing the video, it is strongly encouraged that video scripts and concepts are approved by the Creative Arts department prior to production.

If a non Creative Arts video is to be used in a Lifepoint venue it is best that it is of the highest quality possible.  Just because a video can be found on YouTube or Vimeo does NOT mean it is quality.

If shooting for slow motion video, it must be shot at a proper frame rate and shutter speed to look smooth and clean when slowed down (we recommend shooting at at 120fps).

All text and motion graphics in video must follow good design principles and any motion design should be of professional quality.

If a video is a part of a series of other videos, it should follow the same title, description, and naming conventions and contain the same graphic themes and styles. This includes weekly message videos across campuses.

Videos shown in Lifepoint venues should be 4k (3840 x 2160) and not less than 1920 x 1080.

Creative Arts exports videos according to Vimeos compression suggestions to guarantee smoothest playback on embeds. To see Vimeo’s recommended format settings, click here: https://vimeo.com/help/compression

Video Specifications

  • Resolution / Format

    MOV (prores) will give better quality but much larger file sizes. MP4 H.264 is fine for most situations. We deliver in 1920×1080 resolution.
    4K is 3840×2160. If you have the capability of shooting in 4k, it is better quality, but requires more storage space and more editing power. At the time of this writing, Facebook is still preferring livestreams to be 1280×720, so 1920×1080 is more than sufficient.

  • Bitrate

    Final exported file should have a bitrate between 15 mbps to 22 mbps if it’s 1920×1080. If you’re uploading to stream online, 20-22 mbps is great. If you’re planning to play the video straight on a tv via flash drive or on a computer to a class, it may play more smoothly with a bitrate of around 15-16 mbps.

  • Frame rate: 24fps (23.976)

    If you have a choice between 30 or 24 fps, choose 24.

  • Audio in Video

    Audio Format: AAC, stereo, audio bitrate 320 kbps, sample rate 48KkHz
    For Lifepoint video, audio should never be captured straight from the camera’s built in mic. The mic should be as close to the speaker as possible. For audio captured on external mics, limiters and compression should be used to even out and keep audio consistent. Speaking audio tracks should be limited to around -3 to -6 dB, while professionally mastered music can go all the way up to -0.5 dB. If music is playing behind a speaking part, it should be hitting somewhere between -12 to -20 dB. The voice should be clearly understandable and present above the music at all times. We never add music tracks to videos without obtaining a legal license to do so. When we do, we try to use music that fits with Lifepoint’s style and aesthetic.

  • Shutter Speed

    For video, shutter speed should be double the frame rate. So 24 fps video should use a shutter speed of 1/48th second.

  • Exposure

    We should be aiming to properly expose skin tones, and avoid blowing out any whites in the image. The goal is to make skin tones look bright and contrasted without shinier spots of the skin being blown out. The same goes with white shirts, or other white objects, but skin tones get priority.

  • White Balance

    Our goal with white balance in video is to get the color to look as close as possible as it does to your eye in person. Auto white balance might be close, but it can be dialed in with custom white balance. Custom is preferred as auto white balance is not always accurate, and it tends to jump around and try to re-balance in the middle of shooting. If a white balance card is available, it can help as well.

  • Focus

    We aim for the subject’s eyes to be the most in-focus point of the image. This can be more difficult if the subject moves a lot, in this case, use a wider depth of field (more closed aperture / higher f stop number) We do not recommend autofocus for video unless the camera can support continuous, smooth and slow autofocus (for energetic shots such as worship). Otherwise, keep it manual so the camera does not shift focus to the wrong subject during a shot.

  • Composition / framing of shots

    While this is an art more than a science, there are general rules of thumb to composition.
    Rule of Thirds – Keep the rule of thirds in mind (break screen into 3 horizontal and 3 vertical lines). Keep the subject oriented along these lines or in the center.
    Don’t leave too much space above the subject’s head, or too much space below the waist. If it’s a full body shot, do not cut off their feet, but do not leave too much space below the feet either. For our most standard angle for Sunday messages, we try to do waistline to just above the top of the head. Don’t include below the waistline in your shot unless the shot goes all the way to their knees.

As Lifepoint is a young church and is constantly operating in rental venues, its is possible that what works for permanent (or long term) venues may not work for rental spaces. However, all campuses/venues of Lifepoint should strive to be “franchised” in the sense that if someone is in one of Lifepoint’s venues it is recognized as such.

Each campus/venue should follow the same color scheme, look, feel and aesthetic.

Lifepoint values custom artwork/decoration and discourages the use of stock or template artwork or purchasing something that could be seen at other places.

NOTES ON PAINT

We have provided Pantone Values and Sherwin Williams paint colors for consistency across our church. All paint should be purchased through Sherwin Williams. See color values in the color section of this style guide.

While most of the paint colors we have selected are Sherwin Williams paints, our main brand color, “dark blue”, is a BEHR paint, ALSO PURCHASED through Sherwin Williams.

SELECTING PAINT COLORS

Care should be taken when selecting paint colors to be used in our spaces, so that we carry Lifepoint’s brand and aesthetic well across different mediums, walls, and environments.

  • We shouldn’t be using all of the colors in one room.
  • Less is more in regard to the number of colors used in one space.
  • Certain colors have been reserved for specific children’s and Students’ areas.
  • We do not use our light grey color for most painted-environment applications.

SELECTING PAINT FINISHES

When selecting a finish for paint, keep in mind that this greatly affects the feel of the room and how light interacts with the painted surfaces.

  • For all colors in our spaces EXCEPT for stage paint, we use SATIN finish.
  • For stage paint, we always use the flattest, most matte paint available (No gloss).

Over the years Lifepoint has adopted specific language. Making our language as consistent as our look, we portray consistency in intentionality and culture.

While this will always evolve, please make every effort to use this language when speaking at or on behalf of Lifepoint

  • USE THIS
  • Message
  • Lobby
  • Guest
  • Auditorium
  • Listening Guide
  • Lewis Center Campus
  • DON’T USE THIS
  • Sermon
  • Foyer / Narthex / Vestibule
  • Visitor
  • Sanctuary / Worship Center
  • Bulletin
  • Main Campus, Mothership, Headquarters, First Campus, etc…

As a multi-site church, it is also important that we speak carefully about our many sites.  We should each memorize, “We are one church in [number] locations.”  Here are some language guidelines regarding our multi-site strategy:

Us vs. Them:

It’s dangerous to start referring to the various campuses of our church as “them” because it sets up emotional walls and separates the team.  We need to use “we, our, or us” as much as possible.     

Avoid:  “They broke some more gear this weekend.”

Better: “We continue to have gear breaking at our Xxxxx Campus.”

Avoid: “They had another record day in Westerville!”

Better: “We had another record day in Westerville!”

Branded words:

Lifepoint is one word, do not separate to “Life Point” or capitalize the P “LifePoint”

Lifegroup(s) should be capitalized

Location Specific Communication:

Inevitably, each campus will need to refer to itself when communicating to the public (written or printed). While referring to a specific campus or to the people of that campus, please refer to it as “Lifepoint Church”, as that is the context that people are in already. Referring to “Lifepoint – campus” creates further separation of our one church philosophy. Again, thinking with a franchise mentality helps. When you go to Wendys, you are going to Wendys; not Wendys – Lewis Center. These guidelines apply to both written and verbal communication.

In cases where we must distinguish the campus, the preferred way of describing a campus is:
 “Lifepoint Church – Lewis Center Campus”
or in the case of a ministry name: “Lifepoint Kids – Delaware Campus”.

“Lifepoint Church” is preferable to “Lifepoint”.
“Lifepoint Church – Westerville Campus” is preferable to “Lifepoint Church – Westerville”.

INCORRECT examples would be “Lifepoint Lewis Center”, “Lifepoint – DW”, “Lifepoint Kids – Lewis Ctr”, “Lifepoint – Del Students”

Within Pre-Established Context
If we’re already speaking within the context of Lifepoint Church, it’s ok to refer to it as “Lifepoint”. i.e., pastor on stage can say “…Here at Lifepoint” and “Lifepoint gave ___ last year”.
The same is true in context where the name is already represented, i.e., an email coming from Lifepoint Church – Delaware (with Lifepoint Church – Delaware written as the sender) can say “…If you’re new to Lifepoint, we hope you’ll… ”

Bonus note: abbreviations for our campuses for internal (staff only) communication: Lewis Center = LC, Delaware = Del, Westerville = Wes, Plain City = PC, Marion = Mar

Share The Love:

As a written or oral communicator on behalf of Lifepoint you have a big influence in helping close the gap between campuses and nurturing the “one church in x locations goal. Give a shoutout from time to time. When making announcements, be sure to mention the baptism goal that the other campus just broke, or the new building opening, etc… let’s share our victories.

Pre-Recorded Music:

If hosting an event in a Lifepoint venue all pre-recorded (non live) music should be consistent with Sunday morning style music.  This could also be characterized as “top 40 style music”.

While there are exceptions in the case of a stylized event (such as an appreciation banquet where a more classical / formal approach is taken or a disco series where disco music suits the theme), playing “Christian” music does not always represent Lifepoint.  Since style needs to be considered, Southern Gospel or similar styles, or anything more than a decade old will usually be a poor representation.

All campuses/venues are encouraged to use the “Sunday Pre/Post Playlist” from Spotify.

Live Music

Whenever playing live music in a Lifepoint venue, music quality should be consistent with Sunday morning quality at our Lewis Center Campus.  Here are a few critical components to make quality possible.

  • All instruments MUST be tuned.  Instruments must be tuned to themselves and to the other instruments on stage.  If an instrument can’t be tuned to the other instruments on stage, then another solution will need to be found. If one instrument is out of tune the whole band will sound out of tune.
  • If forming a band, you will be best suited to find instrumentalists and vocalists that have experience playing with other musicians.  There is a vast difference between playing alone and playing with a band.
  • Instrument quality – Harder to quantify but a general rule is that if the instrument was not more than $400-$500 then usually that instrument will contrast the others and will likely have tuning issues.
  • Use a sound technician that has been trained by the Worship ministry or who has experience. Knowing how to connect sound components and how to sculpt sound are entirely different.
  • All bands must understand the difference between practice and rehearsal.  Showing up to the venue ready to perform always makes for a better performance.
Sunday Pre/Post Playlist from Spotify
Lifepoint Public Playlists from Spotify

Posting & Hashtag Guidelines

Series hashtags should be agreed on by staff to maintain consistency and quality.

  • All staff are encouraged to promote events on personal profiles if they choose as long as they use appropriate profile names and hashtags.
  • If using a new hashtag, please test it first.  Hashtags actually work as links to other content and you may not be sending people where you think.
  • Don’t overdo it with hashtags (less is more, if everything is important then nothing is important)
  • Always proofread everything before you post it.

Current Hashtags

  • Our overall hashtag for general use is #LifepointOhio.  This is only to be used when referring to all campuses in a social media post. Otherwise, the actual profile names need to be used.
  • Other approved hashtags include: #addictedtolifechange and #goingpublic & series related hashtags.

Campus Profiles

  1. LEWIS CENTER
    1. Facebook: Lifepoint Church – Lewis Center Campus | URL:facebook.com/lifepointlewiscenter
    2. Instagram: @lp_lewiscenter | URL: https://www.instagram.com/lp_lewiscenter/

    DELAWARE

    1. Facebook: Lifepoint Church – Delaware Campus | URL: facebook.com/lifepointdelaware
    2. Instagram: @lp_delaware | URL: https://www.instagram.com/lp_delaware/

    WESTERVILLE

    1. Facebook: Lifepoint Church – Westerville Campus | URL: facebook.com/lifepointwesterville
    2. Instagram: @lp_westerville | URL: https://www.instagram.com/lp_westerville/

    PLAIN CITY

    1. Facebook: Lifepoint Church – Plain City Campus | URL: facebook.com/lifepointplaincity
    2. Instagram: @lp_plaincity | URL: https://www.instagram.com/lp_plaincity/

    MARION

    1. Facebook: Lifepoint Church – Marion Campus | URL: facebook.com/lifepointmarion
    2. Instagram: @lpc_marion | URL: https://www.instagram.com/lpc_marion/

    WORTHINGTON

    1. Facebook: Lifepoint Church – Worthington Campus | URL:https://www.facebook.com/lifepointworthington/
    2. Instagram: @lp_worthington | URL: https://www.instagram.com/lp_worthington/

PROFILE “OWNERSHIP”
While no one really “owns” anything on the internet, we are in an unusual dilemma of needing to connect with people and also needing to maintain integrity.  Because the feeds of people we “follow” or “like” also appear in feeds with Lifepoint names attached to them, Lifepoint social media profiles are only to subscribe to feeds of other Lifepoint staff who have consented to the staff core values.

ATTIRE
At corporate events happening inside the church, Lifepoint staff should resemble the majority of the community surrounding Lifepoint Ohio.  This is somewhere between casual and business casual.  Some guidelines below*:

  • Wear your staff lanyard.
  • Complete modesty is expected.
    No stomach showing if hands are raised, no cleavage, and undergarments should never be visible.
  • While jeans are acceptable, the age of the jeans should be considered and any ripping or tearing should be at a minimum.
  • In general, athletic shoes on stage are discouraged. Occasionally new/clean athletic shoes support a modern look (for example green athletic shoes with a trendy suit and green tie), which is acceptable. However, old running shoes, jeans and a T-shirt are usually a departure from Lifepoint culture and excellence.

*See the employee handbook for additional details

Staff Handbook