# Houston's First Baptist Church: Brand Guide

> **For AI agents:** This is the authoritative reference for Houston's First visual identity and brand foundation. Structured values (colors, fonts, logo specs) live in [`brand-tokens.json`](brand-tokens.json). How we *sound* lives in [`voice-and-tone.md`](voice-and-tone.md). Writing mechanics (names, dates, times, addresses) live in [`writing-style-guide.md`](writing-style-guide.md). Every link and CTA points to HoustonsFirst.org (§7). When a rule is not listed, ask; do not invent one.

| | |
|---|---|
| **Sources** | Brand Experience Guide v1.0 (May 2024); Digital Destination Guidelines (effective July 1, 2026); AI use policy (2026-08-05), §8 only |
| **Content authority** | Communications Team |
| **Maintainers** | Nguyen Nguyen, Yesu Chum (Development Team) |
| **Last reviewed** | 2026-10-02 |

---

## 1. Foundation

### Mission: why we exist

**The Great Commission**, Matthew 28:19–20 (CSB):

> "Go, therefore, and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, teaching them to observe everything I have commanded you. And remember, I am with you always, to the end of the age."

### Vision: who we are

**relevant biblical community** (no comma; lowercase in running text, or title case as *Relevant Biblical Community*)

| Pillar | Meaning |
|---|---|
| **Relevant** | Having the passion, desire, and ability to build necessary bridges to move people from culture to Christ. |
| **Biblical** | Fully embracing the beliefs and values revealed in the Bible as true, eternal, and life-changing. |
| **Community** | Providing a place to be authentic, involved, impacted, and impactful. |

### Strategy: what we do

**Gather, Grow, Give.** We gather our hearts in worship, grow through Life Bible Studies and discipleship opportunities, and give our lives in service to God and others.

**Give** has three expressions:

| Give by… | Meaning |
|---|---|
| **Serving** | Giving time: volunteering and serving others |
| **Giving** | Giving financially: tithes and donations |
| **Going** | Going on mission: local and global missions |

When copy says "gathering, growing, serving, giving, and going" (as the Promotion Playbook does), it's the same three-part strategy with **Give** spelled out. Don't present it as five pillars. The strategy name is always **Gather, Grow, Give**.

---

## 2. Brand traits

Five traits describe the distinctive character of Houston's First. Use them "to shape the voice and tone of all our church's communications, particularly in regards to messaging and visual design." Every piece should reflect at least one.

| Trait | Tagline | Definition |
|---|---|---|
| **Generous** | We have so much to be grateful for. | We are grateful people who have received much and want to give of what we have. |
| **Vibrant** | Life is full, and so are our hearts. | A lively church full of activity and opportunities for people to grow closer to Jesus. |
| **Relational** | Connected hearts, shared journeys. | We nurture close connections in our expansive church family, ensuring everyone feels known and valued. |
| **Attentive** | Every person, every day. | We notice people and strive to be the Church every day of the week. |
| **Genuine** | Real stories, real grace. | Christ-followers who are honest about our imperfections and want others to know the forgiveness we've received in Jesus. |

> **Note on Attentive:** The printed guide (p. 5) mistakenly repeats Vibrant's definition under Attentive. The definition above replaces it (confirmed 2026-10-02).

Approved messaging blocks for each trait are in [`voice-and-tone.md`](voice-and-tone.md#approved-messaging-blocks).

---

## 3. Audiences

| Audience | Type | Who they are | What they need |
|---|---|---|---|
| **Young Families** | Internal | Families with kids, pulled between professional life and kids' activities. Financially stable young professionals raising children amid technological distraction. | Encouragement, resources, community, spiritual growth for the whole family |
| **Established Families** | Internal | Older adults with deep relationships with Jesus and long history at Houston's First. More margin in this life stage; significant skills, resources, and wisdom. | A compelling vision for this chapter, opportunities to invest in younger people, community with peers |
| **Disconnected Families** | External | Families with kids in Houston's growing communities. Though Houston is considered a "reached city" by statistical standards, many have no spiritual community. Busy weekends with kids' activities, socializing, or travel. Outwardly successful, yet many experience anxiety, isolation, and exhaustion. | Authentic community, meaningful vision for personal and family life, connection with relatable parents, and ultimately Jesus |

*House guidance (not in the printed guide):* write each piece for one audience. A piece aimed at both members and newcomers usually serves neither.

---

## 4. Logo

Use the Houston's First logo in all internal and external communications. Never use it in ways outside what this guide shows.

### Elements

- **Logomark:** a cross at center surrounded by three concentric circles. The cross represents the centrality of the Great Commission; the three circles reflect the vision (Relevant, Biblical, Community) and strategy (Gather, Grow, Give).
- **Logotype:** "HOUSTON'S FIRST BAPTIST CHURCH" in all caps.

### Lockups

| Lockup | Layout | Best use | Minimum height (print) |
|---|---|---|---|
| **Primary** | Mark + type, horizontal | Default; website headers, most applications | 0.3 in (7.62 mm) |
| **Stacked** | Mark above type, vertical | Vertical layouts, compact spaces, brochures | 0.75 in (19.05 mm) |
| **Mark only** | Logomark alone | App icons, merchandise, contexts where the name appears elsewhere | n/a |

Always use the official lockups. Don't alter, rearrange, or create new versions. Choose the lockup that fits the medium: stacked for a brochure's vertical space, primary for a website header.

### Using the logomark alone

- The mark may appear as a **full circle** or **cropped** into a composition: bleeding off a corner or edge, or small in a corner.
- Over dark or colored backgrounds, use it at **100% white** or **screened to 50%**.
- When the mark replaces the full logo on printed collateral, the words **"Houston's First Baptist Church"** must appear somewhere on the piece.

### Color

The logo is **black or white only**. Never apply brand colors to it.

| Variant | Use on |
|---|---|
| Standard (black) | White or light backgrounds |
| White | Dark or colored backgrounds |

Choose the variant by background. Contrast is what makes the logo readable and recognizable.

### Clearspace

Keep clear space on all sides equal to **half the height/width of the logomark** ("x"). No text, imagery, or other elements inside it. Clearspace scales with the logo.

### Campus logos

Use the **campuswide** logo for anything spanning more than one campus. Use a campus logo only when the event or program is for that campus's audience alone.

| Logo | Use for |
|---|---|
| Campuswide (Houston's First Baptist Church) | All multi-campus and general church content |
| The Loop Campus | Loop-only events and programs |
| Cypress Campus | Cypress-only events and programs |
| Downtown Campus | Downtown-only events and programs |
| Sienna Campus | Sienna-only events and programs |

### File formats

| Format | Extensions | Use for |
|---|---|---|
| Vector | `.ai`, `.eps` (`.svg`*) | Print graphics; scales up and down without quality loss |
| Raster | `.psd`, `.jpg`, `.png` | Microsoft Office, web, video; scale **down** only |

\* `.svg` is a Development Team addition for web use. It isn't listed in the printed guide.

Files in this repo are listed in [`assets/README.md`](assets/README.md).

### Don'ts

1. Don't stretch or warp the logo vertically.
2. Don't stretch or warp it horizontally.
3. Don't rearrange its components.
4. Don't modify the logotype lettering or typeface.
5. Don't apply effects (shadows, glows, outlines, gradients).
6. Don't recolor it. Black or white only.
7. Don't skew or slant it.
8. Don't place it on busy or low-contrast backgrounds. Use the white logo over a dark overlay instead.
9. Don't add elements to or around it.

---

## 5. Color

Core colors should dominate every piece. Accents are used in moderation to highlight specific information. Tints expand the palette and add distinction in text. Not every brand color needs to appear on every piece.

### Core

| Name | Role | HEX | RGB | CMYK | PMS |
|---|---|---|---|---|---|
| **Slate** | Dark backgrounds, body copy | `#1A303A` | 26, 48, 58 | 86, 66, 56, 56 | 7546 C |
| **Navy** | Headlines (primary color) | `#00365B` | 0, 54, 91 | 100, 80, 38, 30 | 540 C |
| **Sky** | Microtitles, calls to action, winter accent (secondary color) | `#40A2D8` | 64, 162, 216 | 68, 22, 0, 0 | 298 C |
| **Gray** | Light backgrounds | `#EDEEEF` | 237, 238, 239 | 5, 3, 3, 0 | 539 C |

### Accent

| Name | Role | HEX | RGB | CMYK | PMS |
|---|---|---|---|---|---|
| **Apricot** | Spring or fall accent | `#FE7A36` | 254, 122, 54 | 0, 65, 86, 0 | 164 C |
| **Kelly** | Spring accent | `#4CB963` | 76, 185, 99 | 70, 0, 83, 0 | 7479 C |

### Tints

| Color | 75% | 50% | 25% |
|---|---|---|---|
| Slate | `#53636B` | `#8D979D` | `#C6CBCD` |
| Navy | `#406884` | `#809BAD` | `#C0CCD6` |
| Sky | `#70B9E2` | `#A0D0EC` | `#CFE8F6` |
| Gray | n/a | n/a | `#FBFBFB` |
| Apricot | `#FE9C69` | `#FEBC9B` | `#FEDECD` |
| Kelly | `#79CA8A` | `#A6DCB1` | `#D2EED8` |

### Seasonal combinations

| Season | Primary | Secondary | Accent | (+ Gray background) |
|---|---|---|---|---|
| Core / year-round | Slate | Navy | Sky | ✓ |
| Winter | Slate | Navy | Sky | ✓ |
| Spring A | Slate | Sky | Kelly | ✓ |
| Spring B | Slate | Sky | Apricot | ✓ |
| Fall | Slate | Navy | Apricot | ✓ |

### Digital accessibility

**Official as of 2026-10-02** (confirmed by Nguyen Nguyen). These rules apply to **digital text and UI**: the website, Rock pages, email, the app, and on-screen documents. **Print and large display** (posters, LEDs, stage graphics) still follow the printed guide, including white on Sky. Contrast is measured against WCAG 2.x level AA: 4.5:1 for normal text, 3:1 for large text (24px+, or 19px+ bold) and UI components.

#### Rules

1. **No white text on Sky, Apricot, or Kelly.** Use **Slate** text on those colors.
2. **Buttons:** use **Navy fill with white text** (primary), or **Sky fill with Slate text** (secondary or brand accent). Don't use Sky with white text.
3. **Sky as a text color** on white or Gray is for **large text only**: microtitles at 24px+ (19px+ bold). Never use it for body copy, links, or small labels. For links and small CTAs on light backgrounds, use **Navy**.
4. **Slate 50% tint** with white text is for large text only (3.0:1).
5. **Body copy** stays Slate on white or Gray, or white on Slate or Navy.

#### Contrast reference

| Pairing | Contrast | Use for |
|---|---|---|
| White on Slate | 13.8 : 1 | ✅ Any text |
| White on Navy | 12.5 : 1 | ✅ Any text, primary buttons |
| Navy on white | 12.5 : 1 | ✅ Any text, links |
| Slate on Gray | 11.8 : 1 | ✅ Any text |
| White on Navy 75% / Slate 75% | ~6 : 1 | ✅ Any text |
| Slate on Sky / Apricot / Kelly | 4.8–5.5 : 1 | ✅ Any text, secondary buttons |
| White on Slate 50% | 3.0 : 1 | Large text only |
| Sky text on white or Gray | 2.5–2.9 : 1 | Large microtitles only (24px+) |
| White on Sky | 2.9 : 1 | ❌ Not for digital text (print/large display only) |
| White on Apricot | 2.6 : 1 | ❌ Not for digital text |
| White on Kelly | 2.5 : 1 | ❌ Not for digital text |

Token equivalents: `semantic.action.primary` / `semantic.action.on-primary` and `semantic.action.brand` / `semantic.action.on-brand` in [`brand-tokens.json`](brand-tokens.json).

---

## 6. Typography

| Role | Typeface | Style | Tracking | Free alternative |
|---|---|---|---|---|
| **Microtitle** | Gibson | Semibold (600), typically Sky. Example: "Sun, June 2, 2024". *Digital: Sky only at 24px+; otherwise Navy (§5)* | 0 | Montserrat |
| **Headline** | Gibson | Light (300); Book (400) when legibility needs more weight | 0 | Montserrat |
| **Subheading** | Tisa Pro | Regular (400) | 0 | Gentium Book Plus |
| **Body copy** | Gibson | Light (300) | n/a | Montserrat |
| **Call to action** | Gibson | Semibold (600), **ALL CAPS**. Print: Sky. Example: "LEARN MORE". *Digital: Navy text or link; buttons Navy with white, or Sky with Slate (§5)* | 0 | Montserrat |
| **Compact body** | Futura PT Condensed | Book | n/a | Barlow Condensed |

### Typefaces

- **Gibson** (primary): contemporary humanist sans serif, 8 weights + italics. All external communication and design: posters, flyers, website, digital. [Adobe Fonts](https://fonts.adobe.com/fonts/gibson)
- **Tisa Pro** (secondary): serif for subheadings; adds heritage and sophistication. [Adobe Fonts](https://fonts.adobe.com/fonts/ff-tisa)
- **Futura PT Condensed** (tertiary): small pieces carrying a lot of copy in limited space. [Adobe Fonts](https://fonts.adobe.com)

### Free (Google Fonts) alternatives

For staff without Adobe licenses, and for Microsoft Office or web contexts where Adobe Fonts can't load:

| Brand font | Alternative | Guide-specified weight |
|---|---|---|
| Gibson | [Montserrat](https://fonts.google.com/specimen/Montserrat) | Extra Light 200 |
| Tisa Pro | [Gentium Book Plus](https://fonts.google.com/specimen/Gentium+Book+Plus) | Regular 400 |
| Futura PT Condensed | [Barlow Condensed](https://fonts.google.com/specimen/Barlow+Condensed) | Thin 100 |

> Montserrat runs heavier and wider than Gibson, so the guide pairs Gibson Light with Montserrat Extra Light. On screens, Montserrat 300 is often easier to read for body copy. Check legibility at real size.

---

## 7. Digital destination

**HoustonsFirst.org is the official digital destination for Houston's First** (effective July 1, 2026).

- Every printed URL, QR code, tap experience, email link, social link, and announcement points to **HoustonsFirst.org**.
- Don't use Linktree, other link aggregators, or third-party sites as the primary destination.
- On Sundays, the single next step is **Quick Links**, which lives on HoustonsFirst.org.
- Write the URL as `HoustonsFirst.org`, with a capital H and F and no `www.` or `http://`.

Full policy: Houston's First *Digital Destination Guidelines* (staff document).

---

## 8. Imagery and AI-generated media

From Houston's First's staff AI use policy (2026-08-05; authority: IT Director):

| ✅ Allowed | ❌ Not allowed |
|---|---|
| AI-generated imagery for **conceptual or illustrative** purposes (backgrounds, textures, abstract concepts) | Presenting AI imagery as **authentic photography** or documentation of real people or events |
| AI-assisted editing that doesn't change who or what is depicted | Creating or altering images, video, or voices that **falsely attribute** statements, endorsements, or approvals |
| Synthetic likenesses **only with Communications Department approval** | Synthetic voices, images, video, or likenesses of pastors, staff, PATHMAKERS, or members **without** that approval |
| | Third-party branding or copyrighted material in AI output, especially in anything published |

AI-assisted creative work still follows this brand guide and the normal Communications/Creative request and approval process.

---

## 9. Quick reference

| Question | Answer |
|---|---|
| Mission | The Great Commission (Matthew 28:19–20) |
| Vision | relevant biblical community |
| Strategy | Gather, Grow, Give (Give = serve, give, go) |
| Brand traits | Generous, Vibrant, Relational, Attentive, Genuine |
| Core colors | Slate, Navy, Sky, Gray |
| Accent colors | Apricot, Kelly (use sparingly) |
| Headline color | Navy |
| CTA / microtitle color | Sky in print; digital follows §5 (Navy, or Sky at large sizes) |
| Logo color | Black or white only |
| Primary font | Gibson |
| Subheading font | Tisa Pro |
| Church name | Houston's First Baptist Church / Houston's First. Never "HFBC" publicly |
| Website | HoustonsFirst.org, the official destination for every CTA, link, and QR code |
| CTA style | Gibson Semibold, ALL CAPS. Print: Sky. Digital buttons: Navy with white, or Sky with Slate text |
| White text on Sky/Apricot/Kelly? | Print and large display only. Never in digital text |

---

## Open items

Things to confirm with the Communications Team before this guide is treated as current:

- [ ] Is v1.0 (May 2024) still the current edition?
- [x] ~~Campus count in the Relational messaging block.~~ Resolved 2026-10-02: **four campuses** (The Loop, Cypress, Downtown, Sienna). Houston's First en Español is a ministry of The Loop Campus.
- [x] ~~Is there an Español campus logo?~~ Not applicable: en Español is a ministry of The Loop, not a campus, so no campus logo exists. *(Open: does the ministry have its own mark?)*
- [x] ~~Digital accessibility guidance.~~ Adopted as official for digital 2026-10-02 (§5, option 2: existing colors only, no new "digital Sky").
- [x] ~~Attentive trait definition.~~ Resolved 2026-10-02: "We notice people and strive to be the Church every day of the week."
- [x] ~~Strategy wording.~~ Resolved 2026-10-02: the strategy stays "Gather, Grow, Give," and Give has three parts: serve, give, go (see §1).
- [ ] Photography direction: the Generous messaging page in the printed guide still says "PHOTO TBD." (AI-imagery rules are now in §8. Real photography direction is still needed.)
- [ ] **Spanish Brand Guidelines** are being created (expected mid-October 2026). The AI policy requires Spanish Ministry review against them. Add them to `brand/` when available.