4.2.7 Visual Inspiration: Light

Warm and inviting by nature, light has many intrinsic meanings: discovery, knowledge, lessened burdens, hope, joy. The concept is pervasive throughout the scriptures and is reflected in various ways in our visual identity. Colors softly shift to lighter shades. Subtle shapes suggest radiance from a pure source. The elements of transparency, layers, and slanting rays are easily identifiable, yet they can be translated in endless variations. Responsive to the vision statement’s principles of discovery, inspiration, and growth, light also gives tribute to the Light of the World, Jesus Christ.

Warm. Optimistic. Not complex. Hopeful. Natural. These are all descriptions gleaned from common research responses. They also share a common connection in the concept of light.

A constant throughout Church history, scripture, and God’s creations, light represents a bridge between heaven and earth. When shown imagery depicting natural light, people associate feelings of warmth and hope with it.

To graphically express light, we use slanting rays and varying degrees of luminosity in our communications. The appeal of this approach has been enlightening in itself: more than two-thirds of respondents not of our faith find this style significantly more inspiring, joyful, and engaging.

A key part of our visual identity, the light graphic conveys the concept of light in a structured and reproducible way. The following pages explain the construction of this graphic and how it is applied to various formats.

The light graphic is primarily for use on product covers or first views. To avoid overuse, it is generally not used on interior pages, support materials, and the like. Also, as a representation of light, the light graphic should not try to mimic the light source of a photograph; rather, it is a stylistic treatment that should comply with the guidelines that follow.

Approved light graphics may be accessed using titan.ChurchofJesusChrist.org.

Applying a consistent element to all our communications maintains visual uniformity yet allows for flexible and creative interpretations of light. This is accomplished by borrowing and combining contours from natural light, such as beams, shafts, and degrees of transparent shadings.

Light Graphic Elements

The light graphic consists of four shapes built on a 10 × 10 grid: a rectangle (1) and three triangles (2, 3, 4). It should always be constructed using the standards defined here in order to achieve visual recognition and to protect our intellectual property.

The light graphic consists of the following:

• Rectangle
• Less transparent triangle
• More transparent triangle
• Reflecting triangle

The light graphic may be used in a variety of layout positions (the following page shows a sampling). It may be applied to the full page, in conjunction with a header or footer area, or contained in a focal shape in the layout. The light graphic may be applied to solid backgrounds and to images.

Headers and Footers

A header or footer is an appropriate location for titles on many products. The area for a header or footer should not be more than four units high. The light graphic is placed above or below this area as shown.

Placement Considerations

• The origin point of the light graphic (see above) abuts the header or footer area.
• Do not allow the light graphic to bisect a person’s face in a photograph.

Because the light graphic is meant to suggest a natural sense of light, it will primarily be created with varying opacities of white. In some cases, you may wish to substitute an approved color to create the light graphic. Color choice will affect the level of formality you wish to achieve (see 4.3). It is essential that the application of color and its opacities convey the appearance of light.

Using Color in the Light Graphic

• Use only colors in our approved palette (see 4.2.5).
• In rare instances, you may slightly adjust color gradient opacities to achieve the effect of light on a background. Do not change opacity levels unless visibly needed.
• Use monochromatic hues or single colors combined with white.
• Avoid using multiple colors in a light graphic treatment.

For convenience, an approved light graphic is available to use without the need to build each individual shape. This graphic may be scaled to create different looks and to accommodate several formats. An approved light graphic should be scaled proportionally; avoid stretching it horizontally or vertically.

Approved light graphics are available for download at titandam.ChurchofJesusChrist.org.

To maintain recognition and protect our trade dress, an approved light graphic must:

• Be scaled proportionally (same increase or decrease both horizontally and vertically).
• Allow all four shapes of the light graphic to be visible.

These examples show varying effects of the push-pull method. The approved light graphic is the same for each, but it has been scaled to different degrees.

The light graphic and its push-pull application method can also be effective on layouts of more extreme proportions. When designing for formats that are distinctly narrow or otherwise proportionally different, continue to keep in mind a 10 x 10 grid and do not stretch the light graphic to accommodate different proportions.

A narrow version of the light graphic may be used in rare instances on formats that are significantly more rectangular than 8.5″ × 11″. The narrow light graphic is also constructed on a 10 × 10 grid but with different shape proportions. Use it sparingly.