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Corporate Identity and Branding Policy
As Alpha International grows, it is essential that it has a consistent brand identity across the United States and throughout the world. It is therefore important that Alpha establish a uniform “look and feel”. There are several important reasons for this:
• It makes the Alpha brand easily recognizable by future course guests no matter where they live and gives them the assurance they are receiving the same consistent high quality experience no matter where they live.
• If someone in California took Alpha and loved it and wanted their mother in Massachusetts to experience Alpha, they would have the assurance that she could inquire at the local office for Alpha or look up Alpha on the web and receive the same high quality experience from information to experiencing the course.
• It makes building national recognition of Alpha among seekers possible to accomplish on limited advertising dollars.
As a Christian not-for-profit, we are unlikely to ever have the money to spend in massive advertising media buys to build the awareness of The Alpha Course like a multi-national corporation would. However, if every time Alpha was promoted locally throughout the US, it leveraged the same “look and feel” image, each impression of Alpha would build to reinforce the same high quality brand image producing the same effect as millions of advertising dollars! So, we would like everyone’s help in using approved Alpha materials to build Alpha’s brand image! The policies outlined below describe the branding guidelines that should be used for all Alpha USA promotions and materials.
The Alpha Logo
The Alpha logo as shown below will appear on all items [as they are produced] by Alpha International such as:
• Products • Stationery
• Leaflets/Brochures/Newsletters
• Advertisements
• Websites
The logo that is trademarked stands in this format:
The Logo Elements
The logo is made up of 2 elements, the word ‘Alpha’ and the person illustration. The word ‘Alpha’ is centered directly below the illustration and is written in:
1 Red
2 Times New Roman
3 Bold
4 Italics
We have made Downloadable versions of the logo available for your use. They can be accessed here.
Please destroy any old copies of the logo.
The distance between the person and the word is ‘Y’. The height of the person is 12Y and the height of the word is 3Y.
A black and white version of the logo will be available; this should only be used when the printing is not in full color. No other color variations of the logo can be used. Therefore a black and white person cannot be used with a red ‘Alpha’. Similarly, a color person cannot be used with a black ‘Alpha’.
Incorrect Use of the Logo
The logo should only be used in the format as stated previously stated. We therefore cannot break this logo up such as:
(Improper Use)
• The person should not appear separately or as any other design than the way it is trademarked.
• The word should not be used alone as it stands within the logo [i.e. red, Times New Roman, bold and italics]. The Alpha Conference The Alpha Conference
• The word should not be translated into any other language within the logo. However, when the word is written in text outside of the logo [i.e. a document, product title, leaflet etc] it may be translated, e.g., Alfa Manualul [Romanian]. The
Logo Exclusion Zone
The exclusion zone is the area around the logo which protects any infringement of the logo.
• The logo has the exclusion zone as shown in the following illustration.
• The exclusion zone is the height of the letter A in the word ‘Alpha’.
• The exclusion zone applies to type and images and extends outwards from each furthest edge of the logo.
Personalization of the Logo
The exclusion zone allows the following example to be created:
(Proper Use)
• The font following the logo should be in line with the rest of the product/leaflet/web page title copy. The personalization should not be written in red, Times New Roman, bold and italics as this is an infringement of the logo.
(Improper Use)
Suitable Backgrounds for the Logo
The logo should appear on backgrounds that do not detract from the logo colors such as:
(Proper Use)
Examples of backgrounds that could detract from the colors in the logo are:
(Improper Use)
Copyright Policy Revised May 2003
The Directors of Alpha International write:
“We have always been keen to allow individuals who are running an Alpha International Course the flexibility to adapt it where it was felt necessary to allow for locally felt needs and where there was the desire to retain the essential elements, nature and identity of the course. Experience has shown though that this has been misunderstood and the resulting loss of integrity in some courses has given rise to considerable confusion. Now that Alpha International resources and publications are being used all around the world we have reluctantly had to draw up a copyright statement more tightly in order to preserve confidence and quality control. We are sure you will understand.”
1. With the exception of books published by Kingsway or its licensees (in which the author is stated to hold the copyright), all Alpha International publications and materials including booklets, tapes and graphics are copyright to Alpha International. Alpha International publications cover a wide range of ministries including the Alpha Course, The Marriage Course, Caring for Ex-Offenders, Building a Twenty First Century Church and Dynamic Prayer in The Local Church.
2. In no circumstances may any part of any Alpha International publication be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system without permission in writing from the copyright holder or that holder’s agent.
3. Use of Alpha International publications is permitted only when in conjunction with the running or promotion of Alpha International courses. Resale, or the obtaining of payment in any other connection with any Alpha International publication is not permitted.
4. Alpha International asks that the name of any Alpha International course, or names similar to it should not be used in connection with any other Christian course. This request is made in order to: • avoid confusion caused by different courses having similar titles to ensure the uniformity and integrity of the courses • to maintain confidence in courses listed on the Alpha International register.
5. Alpha International accepts that minor adaptations to Alpha International courses may occasionally be desirable. These should only concern the length of the talks or the number of sessions. In each case the essential character of the course must be retained.
If an Alpha International course is adapted the person responsible must:
• only use such a course in their own church or parish • not allow such a course to be used elsewhere
• not publish or promote such a course. This statement supersedes all previous statements relating to copyright in any Alpha International publication.
Reproduction permissions
We are always happy that people would wish to use content from our website although we do request that you would follow the guidelines set below.
Images
We would be most happy for you to use images from our website that you find useful and appropriate. We only ask that you provide a copyright credit below/nearby stating:
Images and text © Alpha International 2003
Articles
Please feel free to reproduce any article in full but please do not edit the content. We also ask that you credit the source. If you are quoting only a part of any article on the website, then we also ask that you credit the source, with a copyright credit below/nearby stating:
Images and text © Alpha International 2003 |
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