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. Orange, Olive, and Cream are extended palette colors for campaign contexts.
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
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 Color
H Mark — Color
Full color mark on navy — primary for social profiles & avatars
logos/logo-mark/hf-logo-mark-color.svg
H Mark Light
H Mark — Light
White mark on teal or navy backgrounds
logos/logo-mark/hf-logo-mark-light.svg
H Mark Dark
H Mark — Dark
Black mark on white or light backgrounds
logos/logo-mark/hf-logo-mark-dark.svg
Wordmark Dark
Wordmark — Dark
On white or light backgrounds
logos/wordmark/hf-wordmark-dark.svg
Wordmark Light
Wordmark — Light
On navy, teal, or photo overlays
logos/wordmark/hf-wordmark-light.svg
Wordmark Navy Background
Wordmark — Navy BG
Self-contained navy background — drop anywhere
logos/wordmark/hf-wordmark-navy-bg.svg
Combination Mark Dark
Combination Mark — Dark
H mark + wordmark on light backgrounds
logos/combination-mark/hf-combination-mark-dark.svg
Combination Mark Light
Combination Mark — Light
H mark + wordmark on dark backgrounds
logos/combination-mark/hf-combination-mark-light.svg
Avatar Color
Avatar — Color
Default org avatar for social profiles & directories
logos/avatar/hf-avatar-color.svg
Logo Rules
  • → The circular H mark is primary for compact contexts — social profiles, signage, merch, app icons.
  • → Use the light (white) logo on dark backgrounds. Use the dark (navy) logo on light backgrounds.
  • → Approved backgrounds: white, Navy #0d1d41, Teal #56b6b2, and photo overlays.
  • → Do not stretch, recolor, add effects, or distort any logo.
Typography
Roboto Slab
Roboto Slab Medium is the sole authorized typeface for all Highlands Fellowship communications — headings, body copy, and UI elements.
Large Heading — 30pt / Roboto Slab Medium
Hi there!
font-family: Roboto Slab · font-weight: 500 · font-size: 30pt · color: #f4b334
Sub-Heading — 18pt / Roboto Slab Medium
Know God. Find Community. Make a Difference.
font-family: Roboto Slab · font-weight: 500 · font-size: 18pt · color: #0d1d41
Body Copy — 12pt / 16pt leading / Roboto Slab Medium
This body copy uses Roboto Slab 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: Roboto Slab · font-weight: 500 · font-size: 12pt · line-height: 16pt · color: #3d3d3d
Available from Google Fonts
fonts.google.com/specimen/Roboto+Slab ↗
Voice & Tone
How We Sound
Warm, welcoming, and clear — like a trusted friend from the congregation. Approachable without being shallow; grounded without being stiff.

We Sound Like

  • A welcoming neighbor who's glad you're here
  • Clear and direct — we say what we mean
  • Encouraging and hope-filled
  • Human, not institutional
  • Authentic — real stories, real people

We Don't Sound Like

  • A formal religious organization issuing pronouncements
  • A corporation hiding behind passive voice
  • Overly casual or flippant about serious topics
  • Trendy for the sake of being trendy
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 Roboto Slab (Google Fonts) — Roboto Slab 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.
When in doubt about tone, ask: does this sound like a trusted, welcoming friend from the congregation?