Highlands Fellowship H mark
Highlands Fellowship
Brand Kit
Single Source of Truth brand-kit.json ↓
Highlands Fellowship · Abingdon, VA

Brand Kit & Visual Identity

The single source of truth for Highlands Fellowship's brand assets, colors, typography, and guidelines. Built for designers, staff, and AI agents producing consistently branded work.

For AI Agents

Load brand-kit.json as your first step when producing any branded material. It contains all colors, logo file paths, typography specs, voice guidelines, and governing rules. The rules[] array at the top level of the JSON provides your primary directives.

Brand Colors
Color System
Navy Blue and Teal are our primary brand colors. Yellow is an accent used in text and callouts — never a dominant fill. The extended palette (Orange, Olive, Cream, Light Green, Bright Orange, Sunset Red) is reserved for campaign and series graphics.
Navy Blue
#0d1d41
Primary — headers, backgrounds, overlays
Teal
#56b6b2
Secondary — accents, section headers, icon fills
Yellow
#f4b334
Accent — text callouts only, used sparingly
Vision Gradient
#56b6b2 → #f4b334
Campaign & sermon series only
Orange
#da5e14
Extended palette — campaign graphics
Olive
#77843c
Extended palette — campaign graphics
Cream
#f2dab2
Warm text on dark backgrounds
Light Green
#aac27f
Extended palette — seasonal & campaign graphics
Bright Orange
#f58c29
Extended palette — events & calls to action
HFS Sunset Red
#e74e40
Extended palette — high-impact series graphics
Dark Gray
#3d3d3d
Body copy on white backgrounds
White
#FFFFFF
Backgrounds, reversed logo text
Navy Tones
#091629
#0d1d41
#132850
#1e3d78
Teal Tones
#3d9490
#56b6b2
#6dc5c1
#a8dedd
Logos
Logo Lockups
The circular H mark is our primary logo for compact contexts. The wordmark is secondary. Always match the logo variant (light/dark) to the background it's placed on.
H Mark Primary
H Mark — Primary ★
White H on teal — default for all social, digital & merch
Brand Guide Logos/hf-logo-mark-primary.svg
H Mark Light
H Mark — Light
White mark (transparent) — on navy or photo overlay
Brand Guide Logos/hf-logo-mark-light.svg
H Mark Dark
H Mark — Dark
Black mark (transparent) — on white or light backgrounds
Brand Guide Logos/hf-logo-mark-dark.svg
Wordmark Dark
Wordmark — Dark
On white or light backgrounds
Brand Guide Logos/hf-wordmark-dark.svg
Wordmark Light
Wordmark — Light
On navy, teal, or photo overlays
Brand Guide Logos/hf-wordmark-light.svg
Wordmark Navy Background
Wordmark — Navy BG
Cream wordmark — use on navy or dark backgrounds
Brand Guide Logos/hf-wordmark-navy-bg.svg
Avatar Teal
Avatar — Teal ★
Standard social media & directory avatar
Brand Guide Logos/hf-avatar-teal.svg
Logo Rules
  • → The primary mark is the white H on teal background — default for all social profiles, signage, merch, and app icons.
  • → Use the light (white, transparent) H mark on navy or photo overlay backgrounds. Use the dark H mark on white or light backgrounds.
  • → Approved background colors: white, Navy #0d1d41, Teal #56b6b2, and photo overlays.
  • → Do not stretch, recolor, add effects, or distort any logo.
Typography
Inter
Inter Medium is the sole authorized typeface for all Highlands Fellowship communications — headings, body copy, and UI elements.
Large Heading — 30pt / Inter Medium
Hi there!
font-family: Inter · font-weight: 500 · font-size: 30pt · color: #f4b334
Sub-Heading — 18pt / Inter Medium
Know God. Find Community. Make a Difference.
font-family: Inter · font-weight: 500 · font-size: 18pt · color: #0d1d41
Body Copy — 12pt / 16pt leading / Inter Medium
This body copy uses Inter Medium at 12pt with 16pt leading. For paragraphs, we typically use either dark gray or black on white backgrounds. We're glad you're here — and we mean it.
font-family: Inter · font-weight: 500 · font-size: 12pt · line-height: 16pt · color: #3d3d3d
Available from Google Fonts
fonts.google.com/specimen/Inter ↗
Voice & Tone
How We Sound
We speak like real people talking to real people. Warm, practical, and grounded — not polished for performance. Church should feel like home.
Mission
To Help People Experience Life with Jesus
Vision
Make Disciples. Love Our Communities. Change the World.

The Voice Is

  • Conversational, not preachy
  • Encouraging, not condemning
  • Practical, not overly theological
  • Invitational, not pressure-driven
  • Authentic, not polished
  • Emotionally warm, not trendy

We Avoid

  • Churchy language & theological jargon
  • Corporate buzzwords
  • Hype-driven or guilt-driven language
  • Harsh or condemning tones
  • Performative or production-focused messaging
Core Messaging Themes
🏠 Home
Welcome Home · Come as you are · There's a place for you here · We saved you a seat
🤝 Community
Doing life together · Find your people · Life is better connected · Don't do life alone
🥾 Journey
Take your next step · The Path · Stay rooted · Grow deeper · Take root. Grow daily.
✝️ Life With Jesus
Experience life with Jesus · Jesus changes everything · God is still moving · Faith for everyday life
💛 Care + Healing
You don't have to walk through this alone · Healing is possible · Safe place · Hope and healing
🌍 Generosity
Your generosity changes lives · Invest in what God is doing · Never guilt-driven
🙌 Difference Makers
Difference Maker · You were made for more · Find your fit · Every role matters
👨‍👩‍👧 Next Gen
HFKidz: Connecting Kids to Christ · Students today. Leaders tomorrow. · Invest in the next generation
Communication Formula
1Warm Welcome — "Hi there!" / "Welcome Home."
2Real-Life Connection — Acknowledge struggles, questions, family, purpose, and growth.
3Jesus-Centered Hope — Everything points back to Jesus and transformation through Him.
4Invitation Into Community — Groups, serving, prayer, outreach, care, next steps.
5Practical Movement Forward — Take your next step. Get connected. Serve others. Grow deeper. Make a difference.
Writing Conventions
Times
6pm
6:00 PM
Dates
Thursday, Dec. 25
Thursday, December 25th
Symbols
Community + Purpose
Community and Purpose
Oxford Comma
Optional — stay consistent
Never rigid either way
Agent Rules
Rules for AI Agents
When producing branded work, load brand-kit.json first. These are the governing directives from that file.
brand-kit.json is the single source of truth. AI agents must load and strictly follow these paths, colors, and rules.
All typography must use Inter (Google Fonts) — Inter Medium (weight 500) is the default weight.
Navy Blue (#0d1d41) and Teal (#56b6b2) are the primary brand colors. Yellow (#f4b334) is an accent — used sparingly, primarily in text. Orange (#da5e14), Olive (#77843c), and Cream (#f2dab2) are extended palette colors for campaign contexts.
Always use the white/light logo variant on dark or colored backgrounds. Always use the dark/navy logo variant on white or light backgrounds.
The Vision Gradient (teal → yellow) is reserved for campaign and sermon series graphics — not everyday communications.
Time formatting: 6pm not 6:00 PM. Date formatting: Thursday, Dec. 25 not Thursday, December 25th.
Voice check: does this feel warm, practical, and welcoming? Mission: To Help People Experience Life with Jesus. Vision: Make Disciples. Love Our Communities. Change the World.
The voice.messaging_themes object in brand-kit.json contains core phrases and emotional tones for every major communication context — Home, Community, Journey, Care, Generosity, Next Gen, and more. Use them.