Style Guide Peninsula Temple Sholom

Guidelines and Rules-of-Thumb for External Communication

Overview

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Letterhead, Templates, and Document Formatting

Logos

Logo Images

PTS has two primary logos:

Horizontal

   

Stacked

Logo Usage

Choosing Which Logo

To select which logo to use, examine the space in which the logo will be placed. If the total horizontal space is wide, then use the Horizontal version of the logo. If not, especially if the space is larger vertically than it is horizontally, use the Stacked version of the logo.

Colors

In general, we always run the color logo on a white or light-gray background. On darker backgrounds, we run the logo in white.

Fonts & Type

PTS communications generally use two primary type families, Gill Sans Nova (sans-serif) and Chaparral Pro (serif).

Colors

Primary Color Palette

These colors should be used...

PTS Green

cmyk:
70 9 52 2
rgba:
73 162 132 1.00
hex:
#49A284

PTS Cerulean

cmyk:
66 6 2 0
rgba:
37 181 224 1.00
hex:
#25B5E0

PTS Blue

cmyk:
76 46 1 1
rgba:
59 116 183 1.00
hex:
#3B74B7

Alternate Color Palette

These colors should be used...

Dull Green

cmyk:
66 35 49 7
rgba:
95 127 116 1.00
hex:
#5F7F74

Darker Blue

cmyk:
96 67 7 18
rgba:
1 69 123 1.00
hex:
#01457B

Lighter Blue

cmyk:
35 5 1 0
rgba:
155 209 236 1.00
hex:
#9BD1EC

PTS Red

cmyk:
15 88 94 40
rgba:
128 0 0 1.00
hex:
#800000

Almost Black

cmyk:
77 67 65 79
rgba:
7 16 14 1.00
hex:
#07100E

Gray

cmyk:
57 47 41 3
rgba:
117 119 122 1.00
hex:
#75777A

Content

Voice

With every piece of content we publish, we aim to:

  • Inform & Empower. Help people understand our congregation and our programming by using language that conveys information and encourages them to participate.
  • Respect. Treat readers with the respect they deserve. Put yourself in their shoes, and don’t patronize them. Remember that they have other things to do. Be considerate and inclusive. Don’t market at people; communicate with them.
  • Educate. Tell readers what they need to know, not just what we want to say. Give them the exact information they need, along with opportunities to learn more. Remember that you’re the expert, and readers don’t have access to everything you know.
  • Guide. Think of yourself as a tour guide for our readers. Whether you’re answering questions, providing the date and time of a program, or acknowledging receipt of a dues payment, communicate in a friendly and helpful way.
  • Speak truth. Understand PTS’ place in our congregants’ lives. Avoid dramatic storytelling and grandiose claims. Focus on our real strengths.

In order to achieve those goals, we make sure our content is:

  • Clear. Understand the topic you’re writing about. Use simple words and sentences.
  • Useful. Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?
  • Friendly. Write like a human. Don’t be afraid to break a few rules if it makes your writing more relatable. All of our content, from splashy homepage copy to system alerts, should be warm and human.
  • Appropriate. Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you’re writing about.

Grammar & Usage

Punctuation