Visual Identity Walkthrough
Twelve minutes. Victoria and Emmanuel introduce the system, the symbol, and the choices behind every element.
HCFM · Brand Identity · 2026
The visual expression of a
global
family at prayer.
Everything a ministry center, vendor, or partner needs to apply the HCFM brand correctly. The system, in plain English. The files, where you can find them. The rules, written so you can actually use them.
Start here
Colors
Three primary, three accent, plus the liturgical palette.
Logos
Mark, four logotype configurations, color variants.
Aa
Aa
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Typography
Whitney, Calluna, Playlist Script.
The rest of the system
From the meaning behind the mark to the print specs on the back of a business card.
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Symbol
The HCFM mark, broken down. The 10 beads of the Rosary, the family of prayer, the welcome and invitation.
Voice
How HCFM sounds in writing. The two registers we use, what we always say, what we never say.
Imagery
Photography samples and the composition curriculum. Rule of thirds, leading lines, frame within a frame.
Design Elements
The four approved stylistic elements: thin border, color fade, curved shapes, dark overlays. Used sparingly.
Stationery
Print specifications. Letterhead 8.5×11 on Strathmore. Business card on 130# DTC. Pantone inks named.
Platform Dimensions
Approved sizes for every platform. Instagram, Facebook, LinkedIn, X, YouTube. Use these dimensions exactly.
Ministry Centers
Twenty-four sub-ministries across 18 countries. Each click opens that ministry's logo gallery.
Pre-flight Checklist
Run through this before you ship anything. Colors, fonts, design elements, platform — all four checked.
Watch the walkthroughs
Brand Color Guidelines
Eight minutes. The primary, accent, and liturgical palettes explained with worked examples and the 60–30–10 rule.
HCFMMarketing 2026 · Maintained by Easton Creatives.
Symbol
Before learning how to use our visual identity, it is important to understand what it represents. The HCFM symbol is intentionally designed to have a depth of substance. Its meaning is not exhausted at first glance. Below, the mark broken down layer by layer.
The Mark
The HCFM Circular Mark
The Mark is built around the Rosary, the prayer that unites families across the world and the very foundation of our ministry. The circular shape immediately communicates unity, continuity, and gathering — families coming together in prayer. The Mark visually reflects Venerable Patrick Peyton's vision: families linked together through prayer, forming something greater than themselves.
Layer 01
The 10 Beads of the Rosary
The Mark is composed of 10 interconnected shapes. This is intentional. These 10 shapes reference the 10 beads of a Rosary decade. The design represents totality and unity, bringing the great variety of family members together in prayer. The circular arrangement reflects the continuous rhythm of prayer — a practice meant to be lived daily, not occasionally.
Layer 02
A Family of Prayer
Each individual shape represents a person in prayer. Look closely at the enlarged bead — the gesture of someone with hands raised or folded in prayer. Together, the ten shapes form a united family. No single shape stands alone; each depends on the others. This symbolizes how family prayer strengthens relationships and faith.
"The family that prays together stays together." — Venerable Patrick Peyton, C.S.C.
Layer 03
Floral Character: Connection to Mary
The symbol is also designed to express a floral character, calling to mind the Rose, the Lily, and the Iris — flowers symbolic of the Virgin Mary. This reference suggests purity, growth, and peace. The petal-like shape of each unit is intentional. When you let your eye soften, the mark reads less like ten beads and more like a flower in full bloom — Marian devotion rendered in geometry, not in literal illustration.
Layer 04
Moon and Light
Look at the centre. The white space at the heart of the mark creates an optical phenomenon that seems to emit light. This refers to the symbolism of the moon — and combined with HCFM Blue or Yellow Gold, it creates a strong visual connection to Mary. In Catholic iconography, Mary is often shown standing on the moon, clothed in light. The mark carries that imagery without ever drawing it.
Layer 05
Welcome and Invitation
By design, the symbol radiates and reaches outward, giving a sense of welcome and invitation. The careful delineation of form and space also suggests the sense of mystery that is associated with the work of the Holy Spirit. HCFM is not inward-facing. We are mission-driven, actively reaching out to families across cultures and communities.
Each time the visual identity is seen, one can find and appreciate new meaning in it, while at the same time it is distinctly recognizable and visually strong.
Symbol files are available in Resources / Downloads with credentialed access.
Logos
The HCFM mark, the wordmark, and four approved logotype configurations. This page is a visual reference. Logo files for production are in Resources / Downloads.
Mark vs. Logo
This is one of the most common points of confusion. The simple distinction:
The Mark
The symbol alone.
Use when:
- The design space is small (social media profile pictures, favicons)
- The audience already knows HCFM (internal documents, repeat communications)
- You need a subtle brand presence (watermarks, decorative elements)
The Logo
The symbol with "Holy Cross Family Ministries."
Use when:
- Introducing HCFM to new audiences
- Creating official documents, letterheads, or certificates
- There is enough space to show it clearly
- The context requires formal brand identification
Four configurations
The four approved layouts. Choose the one that fits your space and context. All four have the same meaning and authority.
Horizontal
Mark left, wordmark right on a single horizontal line. Best for wide layouts: web headers, document headers, email signatures.
Stacked
Mark on top, wordmark on two lines below. The default formal version. Use on letterhead, certificates, official documents.
Compact stacked
Mark on top with a smaller wordmark. For tighter spaces where the stacked version is too tall but you still need full identification.
Single line
Mark with the full wordmark on a single line. Use in narrow horizontal contexts: footers, banners, sign-off blocks.
Available color versions
Both the mark and logo come in five approved color versions. Single-color versions sit together; the two-tone (logo only) and reversed white sit on the second row where they have room to breathe.
BlackStandard use on light backgrounds
HCFM Blue (2728C)Brand emphasis
Muted Gold (871C)Premium or formal
Two-toneGold mark + Blue text. Logo only — never the mark alone.
White / ReversedFor dark backgrounds
Minimum size
Below these sizes, legibility breaks. Always make sure logos are sharp and readable in the medium they appear in.
- Mark alone: 5/16 inch (7.94 mm) print, 150 px web
- Wordmark "FAMILY MINISTRIES" cap height: 1/16 inch (1.59 mm)
- Clear space: minimum margin equal to the height of one prayer-person bead in the mark
What not to do
The mark and logo carry meaning. Treat them with care. The list below covers the most common misuses we see in the field.
No stretching or distortion
No colors outside the approved palette
No font substitutions on the wordmark
No drop shadows, glows, or 3D effects
No strokes or outlines on the symbol
No cropping that obscures the form
No rotating the mark
No placing on busy backgrounds without overlay
Colors
Our color palette creates visual unity across all HCFM communications. Three primary colors used most often. Three secondary colors for support. Plus an extended palette of liturgical colors for the seasons of the Catholic calendar. Click any swatch to copy its hex.
The principle that anchors the system: dark backgrounds with bright colors make content pop. Any HCFM color reads well on black. Dark overlays make text legible over any photo. The look stays clean and modern on social feeds, and most readers are browsing in dark mode anyway.
Primary
These are the main colors. Use them for most design work. The brand is built on the relationship between these three.
Black
Foundation
Process Black
RGB 0 / 0 / 0
#000000
Black is your workhorse. The primary background that lets every other brand color shine. Use it for social graphics, video thumbnails, and as a 40 to 70 percent overlay on photos.
HCFM Blue
Identifier
Pantone 2728 C
RGB 0 / 71 / 187
#0047BB
HCFM Blue is your identifier. Where brand recognition lives. The logo, the mark, formal letterhead, official documents, website headers, formal presentations. Use sparingly outside those moments so it stays meaningful.
Yellow Gold
Energy
Pantone 7549 C
RGB 255 / 181 / 0
#FFB500
Yellow Gold is your energy. Headlines and key phrases on dark backgrounds, call-to-action buttons, accent borders, Playlist Script, icons that need to pop. Never for body text on white.
Secondary
Use sparingly to add visual interest. Secondary colors support; they do not lead.
Marian Blue
Pairs with Playlist Script
Pantone 2995 C
RGB 0 / 169 / 224
#00A9E0
Muted Gold
Print, formal, donor
Pantone 871 C
RGB 137 / 118 / 75
#89764B
White
Text on dark · clean space
—
RGB 255 / 255 / 255
#FFFFFF
Extended & liturgical
Additional approved colors for liturgical seasons and feast days. Use with purpose, never as primary. These align with the liturgical colors already familiar to Catholic creatives in the parish.
Purple
Lent · Advent · penitential themes
—
RGB 95 / 37 / 159
#5F259F
Red
Pentecost · martyrs · Sacred Heart
—
RGB 207 / 51 / 57
#CF3339
Green
Ordinary Time · growth · creation care
—
RGB 58 / 145 / 63
#3A913F
Yellow Gold vs. Muted Gold
The simple rule: if it is on a screen, use Yellow Gold. If it is for donors, on a certificate, or in formal print, use Muted Gold. The two golds are not interchangeable. Yellow Gold is for energetic, modern, digital work. Muted Gold is for traditional, reverent work.
Yellow Gold #FFB500
Digital, social, video, promotional
Muted Gold #89764B
Print, formal, donor materials, certificates
The 60–30–10 rule
Visual balance through intentional hierarchy. One color clearly dominates, the others play their part. The principle works in any combination of brand colors. Below: two worked examples.
Example 1 · The default. Black foundation, gold energy, blue accent.
Example 2 · A bright variation. Blue foundation, white text, gold accent.
A guideline, not a law. Sometimes 70-20-10 or 80-10-10 works better. The point is intentional hierarchy: one color clearly leading, the others playing their part. Whatever colors you pick, keep one dominant.
Combinations to avoid
Each card below shows the failed combination on top so you can see why it fails. The diagnosis below the line is the explanation.
The text disappears.
Avoid · Yellow Gold on White
Contrast 1.9 : 1 · fails WCAG AA
Move Yellow Gold to dark backgrounds only — or use Black or HCFM Blue for body text on white.
The text gets lost.
Avoid · HCFM Blue on Black
Low visibility — looks muddy
Use Yellow Gold or White on Black instead. Reserve HCFM Blue for light backgrounds and accent moments.
Both colors fight.
Avoid · Marian Blue + Yellow Gold as primary
Two accent colors competing for attention
Pick one to lead. Marian Blue on Black with White text, or Yellow Gold on Black with HCFM Blue accents.
Apparel: fabric × logo color
Not every fabric-logo combination works. Use this guide for t-shirts, polos, jackets, outerwear, and any other branded apparel.
| Fabric | Logo / print color | Result | |
|---|---|---|---|
| Black | Yellow Gold + White | High contrast, premium | ✓ Best |
| Navy | Yellow Gold + White | Classic, readable | ✓ Excellent |
| White | HCFM Blue | Clean, official | ✓ Excellent |
| Heather Gray | HCFM Blue or Black | Versatile, casual | ✓ Good |
| Black | HCFM Blue | Low visibility, muddy | ✗ Avoid |
| White | Yellow Gold only | Poor contrast | ✗ Avoid |
Typography
HCFM uses three typefaces. Whitney for headlines. Calluna for body. Playlist Script for decorative accents. Each has a specific role and a specific set of rules. Font files are available in Resources / Downloads.
Primary fonts
Family
Holy Cross Family Ministries
Light · Book · Medium · Semibold · Bold · Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 · ! ? & @ #
The family that prays together stays together.
— Venerable Patrick Peyton, C.S.C.
Regular · Italic · Semibold · Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Decorative font
pray
Type your own. The color cycles between the three approved colors.
Approved color rules for Playlist Script
Playlist Script may only appear in one of three colors, and only on backgrounds where it stays readable. The three approved combinations are below. Anything outside this is incorrect.
prayYellow Gold on Black
togetherWhite on Black
familyMarian Blue on Black
globalWhite on HCFM Blue
prayerHCFM Blue on Yellow Gold
graceHCFM Blue on White
Playlist Script rules at a glance
This is where most teams get it wrong. Read this once, refer back when designing.
01
Single words or short phrases only. Maximum three to four words. Never a full sentence. Never a paragraph. Never body copy.
02
One Playlist Script element per design. If you have three decorative words, that is two too many. Pick the one that matters most.
03
Color is constrained. Yellow Gold, White, or Marian Blue. Other colors break the brand rule and are not approved.
04
Never at small sizes. The script becomes unreadable below 18 px on screen, or below 14 pt in print.
Recommended font combinations
The default pairings. Use these as your starting point.
Whitney + Calluna
Headline (Whitney) + body (Calluna). The default pairing for documents, web pages, presentations, and most longer-form writing.
Whitney + Playlist Script + Calluna
Headline (Whitney) with one decorative word in Playlist Script, body in Calluna. Use for hero moments, campaign covers, donor letters, and feast-day communications.
Voice
How HCFM sounds in writing. Two voices, depending on who is reading. Reverent and warm with families and parishes. Specific and direct with vendors and partners. The voice carries the brand as much as the colors do.
How HCFM sounds
"Your prayer matters. Your family's evening Rosary at the kitchen table — that is the work."
Notice what the sentence does. It speaks to the reader. It names something specific they already do or could do tonight. It treats the family's prayer as the subject of the verb. HCFM is not in the sentence at all, and that is correct. Our copy is at its best when the reader closes the page thinking about their own family, not about us.
Every line we write follows this pattern. Specific over general. The reader's life over the institution. What a family does over what HCFM offers. The result reads less like a non-profit pitch and more like a letter from someone who knows the household.
Two voices
The same brand has two voices. One for the people we serve. One for the people who help us produce. Both are HCFM. Match the voice to the audience.
Voice one · For families and parishes
How we sound to families and parishes
The voice of pastoral letters, prayer reflections, devotional content, and ministry communications. Plain, narrative, and named. We do not perform faith. We share it.
-
Reverent.
Prayer, Scripture, and Marian devotion are treated as serious subjects, not decorative ones. The Rosary is named directly. Father Peyton's mission is named directly.
-
Warm.
We meet families where they are: at the kitchen table, on the bus, beside the grandmother. Plain language, not theological-academic.
-
Family-first.
We speak to and about families, not isolated individuals. The unit of HCFM communication is the household.
-
Narrative.
We walk the reader through ideas. Stories carry more weight than bullet lists for this audience.
-
Named, not abstract.
"France, Philippines, Chile, Bangladesh, the United States." Not "globally distributed." Names of countries, names of saints, names of sub-ministries — never aggregate.
Voice two · For vendors and partners
How we sound to designers, printers, and producers
The voice of brand briefs, vendor specifications, RFPs, design reviews, and partner agreements. Direct, specific, and documented. Designers and printers respond to clear instruction.
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Specific.
Hex codes, dimensions, weights, file formats. Vague descriptors lose against measurable specifications.
-
Direct.
Use this. Avoid that. Skip the deference. Vendors do better work when the rules are unambiguous.
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Practical.
Every rule connects to a real medium: print stock, mobile feed, social platform, video timeline.
-
Documented.
Reference the brand book, the file naming convention, the platform specs. Vendors should be able to check their work against a written rule, not against the brand manager's mood.
What we always say, what we never say
The fastest way to learn a voice is to see it side by side with what it is not. Two columns we keep open while reviewing copy.
We say
- "The family that prays together stays together." Father Peyton's actual phrase.
- "Holy Cross Family Ministries" spelled out on first reference. HCFM is fine after.
- "Venerable Patrick Peyton, C.S.C." with his title and order on first reference.
- "Father Peyton" on second reference, never just "Patrick."
- Country names by name. Ministry centers by their actual name.
- "The Rosary" as a proper noun. Capital R.
We avoid
- Theological jargon where plain English works.
- "Intercessory familial communion" when we mean family prayer.
- "Stakeholders" or "audience segments" for the people we serve.
- Hyperbole. We do not "transform lives." Families transform their own lives. We support them.
- Generic mission language. Every sentence should be unmistakably HCFM.
- "Catholic content" as a category. We make HCFM content. It is Catholic by virtue of who we are.
- Acronyms before they have been spelled out.
Tone by context
The same brand has different volumes in different rooms. Match the tone to the moment.
| Context | Tone | Example openings |
|---|---|---|
| Donor letter | Warm, grateful, named | "Dear friends in Christ, your support this year has reached…" |
| Social caption | Plain, devotional, short | "Today, we honor the Holy Name of Jesus…" |
| Pastoral reflection | Reverent, narrative | "On a rocky hill outside Jerusalem…" |
| Vendor brief | Direct, specific | "Use HCFM Blue (#0047BB / Pantone 2728C). Yellow Gold accents only above 18 px." |
| Ministry-center directive | Practical, actionable | "Effective immediately, all new social posts use the 2026 system. Existing posts can phase out as they cycle." |
| Press release | Formal, named, factual | "Holy Cross Family Ministries today announced…" |
Imagery
The images we use tell our story. Choose imagery that reflects our mission and values. Always ask: does this image reflect who we are and what we stand for? Click any image to view it at full size.
A few samples
Examples of the kind of style and layering HCFM creatives lean on. These are not a closed list. They are reference points to start from. We will keep adding to this gallery as we collect strong work from ministry centers around the world.
Best practices
What we look for when selecting or commissioning imagery.
- Use high-quality images only. No grainy, low-resolution, or compressed-to-death photos.
- Apply dark overlays when text goes over a photo. Adjust opacity by eye until the text is readable.
- Choose real over staged. Real families, real prayer, real local context. Avoid stock photography.
- Honor the local culture. Imagery from ministry centers should reflect the actual culture, not a generic "international" aesthetic.
- The image serves the message. Never crop, color-grade, or stylize an image to the point that the message is lost.
Composition techniques
Five composition techniques every HCFM photographer should know. They come from the Philippines and East Africa Photography Guide and apply across all ministry centers.
Rule of thirds
Divide the image into nine equal parts with two vertical and two horizontal lines. Place the main subject at the intersections or along the lines to create a balanced scene.
Frame within a frame
Use natural elements like trees or rocks, or man-made objects like windows and doorways, to draw attention to the subject. Adds depth and visual interest.
Leading lines
Use natural elements (rivers, roads, pathways) or man-made elements (fences, walls, staircases) to create a visual path that guides the viewer's eye to the subject.
Filling the frame
Move closer to the subject. The focus falls on facial expression and details that would otherwise be missed. Bonus: distracting backgrounds disappear.
Unusual point of view
Shoot from above, below, or an angle most photographers will not bother with. Even if you look funny taking the photo, the result is usually more compelling.
Event shot lists
For HCFM events, ministry-center launches, donor gatherings, and ceremonial occasions, work from a shot list. A photographer with a list captures the story; a photographer without one captures whatever happens to walk in front of the camera.
Details
Anything unique to the event with branding on it. Signs, programs, gift bags, related collateral. For dinners and feasts, photograph food and set-up. The details are the event's signature.
Venue photos
Take a "before" shot before attendees arrive. Take another shot mid-event when the venue is full. Both serve different purposes in the recap.
Attendees
A wide variety of candid shots. Capture emotion, conversation, prayer, joy. Include both close-ups and wide-angle shots that show the size and scope of the event.
Speakers and special guests
Photographs of speakers and special guests on stage or interacting with the audience demonstrate respect for their contributions. Capture key moments — never miss the keynote.
Design Elements
Approved stylistic elements that give HCFM designs their distinctive look. Use them thoughtfully. Less is more. The four elements below are the only approved decorative treatments.
The four approved elements
Holy Cross Family Ministries
Thin Border
A thin frame in a brand color. Use to enclose a card, a photo block, or a quote. Keep it 3 to 4 pixels maximum. Use Muted Gold for traditional, reverent contexts (certificates, donor cards, formal print). Use Yellow Gold for digital and energetic applications.
Where it works: certificate edges, donor acknowledgement cards, prayer-card edges, formal invitations, framed quotes.
Color Fade Effect
A gradient using only colors within the brand palette. Yellow Gold to Black is the default for digital and social. HCFM Blue to White works for formal moments. Never introduce outside colors into a brand fade.
Where it works: hero backgrounds, social-media banners, video lower thirds, campaign covers. Avoid in body content.
Curved Shapes
Soft, rounded shapes that supply visual interest without harsh lines. Half-circles framing photographs, gentle quarter-circle text containers, soft arcs as section dividers. They support a layout — they are not the mark. Use them as containers, frames, and accents that echo the brand's organic geometry while leaving the mark untouched as the singular identifier.
Where it works: photo frames in social posts, headline backgrounds, section dividers, accent shapes behind type.
Dark Overlays
Black transparent overlays on photos. Essential for making text readable over images. The single most-used element in HCFM digital design.
Adjust opacity by eye for each design. Light images with sparse text need less; busy images with longer copy need more. The rule is readability, not a specific number.
How to use them
The single most important rule about design elements is restraint. Less is more. The four elements above are tools, not requirements. Most HCFM designs use one element well; some combine two carefully; almost none should combine three or more.
The rule: one or two elements per design.
Combining too many creates visual clutter. A clean, focused design always outperforms a busy one.
Worth doing
A social post with a photo, a 50 percent dark overlay for text readability, and a thin gold border framing the composition. Three elements working together, each doing one job, none competing.
Worth resisting
A design with a color fade background, curved shapes behind every word, a gold border, multiple font styles, and animation on top. Each element fighting for attention. The brand reads weaker, not stronger.
Visual effects
Visual effects should be handled sparingly and respectfully. Excessive animation or "over-the-top" treatments will damage brand recognition and diminish the reputation of Holy Cross Family Ministries.
When in doubt, keep it simple. A clean, clear design is always better than a busy one.
Stationery
Print specifications for HCFM letterhead, envelopes, business cards, and mailing labels. Editable Word templates are in Resources / Downloads.
Print specifications
The specs below come directly from the production specifications used at the Easton headquarters. Vendors who produce HCFM stationery should match these exactly.
| Item | Dimensions | Stock | Inks |
|---|---|---|---|
| Letterhead | 8.5 × 11 in | Strathmore 24# Bright White Wove | Pantone 871 U + 2728 U |
| #10 Envelope | 9.5 × 4.125 in | Strathmore 24# Bright White Wove | Pantone 871 U + 2728 U |
| Mailing Label | 5.625 × 4 in | Crack-n-Peel | Pantone 2728 U |
| Business Card | 3.5 × 2 in | Strathmore 130# DTC Cover | Pantone 871 U + 2728 U |
Letterhead body type
Use Calluna for letter body text. It carries warmth and reads well in long-form letters. Whitney is acceptable for headers and signatory blocks. Avoid Times Roman; the older SharePoint guidance suggesting Times Roman is superseded.
Editable Word templates for the six sub-ministry letterheads are in Resources / Downloads.
Platform Dimensions
Approved sizes for content across the major social and content platforms. Designs that fall short get cropped. Designs that overshoot get downsized awkwardly. Use these dimensions exactly.
At a glance
Each platform's accepted aspect ratios shown at scale. Hover for the pixel dimensions.
1080×1350
Static image (portrait)
1080×1920
Reel / Story
1080×1350
Static image (portrait)
1280×720
Video (feed)
1080×1920
Reels
1200×627
Static image
1080×1350
Portrait image
1200×675
X (Twitter)
Static image
1280×720
YouTube
Thumbnail
Reference table
Same data, sortable and copyable.
| Platform | Content type | Dimensions (px) | Aspect ratio |
|---|---|---|---|
| Static image (portrait) | 1080 × 1350 | 4:5 | |
| Reel / Story | 1080 × 1920 | 9:16 | |
| Static image (portrait) | 1080 × 1350 | 4:5 | |
| Video (feed) | 1280 × 720 | 16:9 | |
| Reels | 1080 × 1920 | 9:16 | |
| Static image | 1200 × 627 | 1.91:1 | |
| Portrait image | 1080 × 1350 | 4:5 | |
| X (Twitter) | Static image | 1200 × 675 | 16:9 |
| YouTube | Thumbnail | 1280 × 720 | 16:9 |
Ministry Centers
Twenty-four sub-ministries carrying Father Peyton's mission across 18 countries on 6 continents. One ministry, one mission, one world for families. Click any card to see that ministry's logo gallery.
Ministry
Logo gallery for this ministry center. Logo files for production are in Resources / Downloads.
Downloads
Brand documents, logo files, font files, and ministry-center logo packs. Public-facing visual references are throughout the site. Production files are gated below — request the access password from vhassan@hcfm.org or eepau@hcfm.org.
Access required
Brand assets are gated to keep them inside the HCFM creative network. Enter your access password to unlock all downloads.
Need a password? Email vhassan@hcfm.org or eepau@hcfm.org.
In the meantime: the brand documents below are public.
The brand documents that matter. PDFs are public — no password required.
Parent HCFM logos in five color variants per configuration. PNG and JPG only. Editable AI source files are restricted to the brand owners — Emmanuel and Victoria — to protect logo integrity. If you need a custom edit, request it through the Help tab.
Twenty-four ministry-center logo packs. PNG and JPG only in these public packs. Click any ministry to view its logos before downloading.
Brand Owner Access · Restricted
Editable source files (AI / EPS).
This tab is for Victoria and Emmanuel. Source files exist here so a logo edit can be made when one of us is traveling or otherwise away from a desktop. They are not for ministry-center distribution. Sharing a source file outside the brand-owner circle defeats the entire purpose of having a single canonical brand.
Parent logos · source
- HCFM Parent Pack — SourceZIP · All 4 logotypes + Symbol · AI / JPG / PNG · 37 MB
- HCFM Symbol — SourceZIP · AI / JPG / PNG · 6.6 MB
- Logotype 1 — SourceZIP · AI / JPG / PNG · 8.4 MB
- Logotype 2 — SourceZIP · AI / JPG / PNG · 7.5 MB
- Logotype 3 — SourceZIP · AI / JPG / PNG · 7.3 MB
- Logotype 4 — SourceZIP · AI / JPG / PNG · 7.4 MB
Ministry centers · source
Each ministry's full source pack including AI files.
Brand fonts. Each font shows a specimen so you can confirm what you are downloading.
Whitney
Family
Aa Bb Cc 0123
Calluna
Family
Aa Bb Cc 0123
Playlist Script
family
Aa Bb Cc 0123
All three fonts
Download HCFM Font Pack
Whitney · Calluna · Playlist Script. The complete HCFM font set.
Videos
Recorded walkthroughs of the brand system. Watch the Visual Identity walkthrough first, then the Brand Color guidelines.
1. Visual Identity Walkthrough
Twelve minutes. Victoria and Emmanuel introduce the system, the symbol, and the choices behind every element. Start here.
2. Brand Color Guidelines
Eight minutes. The primary, accent, and liturgical palettes explained with worked examples and the 60-30-10 rule.
Pre-flight Checklist
Run through this list before you finalize any HCFM design. If anything fails, fix before you ship. The four sections below cover the four most common places designs go wrong.
Colors
Fonts
Design Elements
Platform
When in doubt, keep it simple. A clean, consistent design always wins.
FAQ
Answers to the questions ministry centers asked when the 2026 system was introduced. Search the questions or scroll through. If your question is not here, ask the brand assistant in the bottom-right or email Victoria or Emmanuel.
Are all ministry centers expected to fully transition to the 2026 system?
Yes. All ministry centers are expected to transition. We are not enforcing a hard deadline. New materials produced from now forward should use the 2026 system. Existing materials in active circulation can phase out over the next six to twelve months as they are reprinted or refreshed.
How do ministry centers with the older guidelines handle the move to the new brand?
The Philippines and East Africa regional guides still apply for the parts that haven't been updated — margins, photography composition, layout fundamentals. The new brand replaces the older content for typography, colors, and design elements. Where the two conflict, the new brand wins.
What is the ideal lead time for the transition?
For new campaigns, immediate. For existing collateral, switch when you reprint. For digital-first applications such as social media and web, within 30 days of any meaningful update.
What about older printed materials following the old guidelines?
Use them through their natural life. Do not reprint at scale. When you reorder, switch to the 2026 system. Avoid mixing old and new system materials in the same campaign.
Who reviews ministry-center work for alignment?
Victoria Hassan and Emmanuel Epau in Easton. There is no charge or formal request process. Email before you ship anything you are unsure about. Turnaround is typically two business days.
What support is available from the HCFM team?
Victoria and Emmanuel will: review your design before you publish, help you apply the rules in your specific situation, create custom materials when you have a partner organization, commission logo files when the existing pack doesn't cover what you need, and run training calls for ministry-center design teams.
Can I use Yellow Gold for body text?
No. Yellow Gold on white has only 1.9:1 contrast. Accessibility requires 4.5:1 minimum. Use Yellow Gold for headlines, accents, CTAs, and decoration only. On dark backgrounds, Yellow Gold is excellent.
Why does the brand book say "Light Blue" and the page say "Marian Blue"?
Same color, two names. The 2026 brand book uses "Light Blue." The 2025 Visual Identity deck and most updated documents use "Marian Blue." Going forward, we are standardizing on Marian Blue because it carries more brand meaning.
When should I use Muted Gold instead of Yellow Gold?
Simple rule: if it is on a screen, use Yellow Gold. If it is for donors, on a certificate, or in formal print, use Muted Gold. Muted Gold is the default for traditional, reverent contexts. Yellow Gold is the default for digital, social, and energetic contexts.
What if I need a logo file in a format that's not in the pack?
Email Victoria or Emmanuel. We can commission additional formats — SVG, EPS, PDF, vector outlines for specific cuts — through the Easton creative team.
Can I create a new sub-brand or accent color for my ministry's local culture?
No. The HCFM system is the same across every ministry — that's what gives us recognition across 18 countries. A family in Manila and a family in Nairobi should see the same brand and instantly know it's HCFM. Cultural adaptation happens through imagery, language, and the specific stories you tell — not through changing the colors or fonts.
What's the rule on overlays for photos?
Black transparent overlays at 40 to 70 percent opacity. The exact opacity depends on the image and how much text you have. 40% for light images and minimal text, 50–60% for most situations, 70%+ for busy images or large text blocks.
How do I handle a logo with a partner organization?
Email Victoria or Emmanuel before you produce anything that places another organization's logo next to ours. We have specific rules about how the two logos sit together, how much space goes between them, and what needs approval. Don't design first and ask later — we'll have to redo it.
Can I create a custom font treatment for a special campaign?
No. The HCFM type system is Whitney, Calluna, and Playlist Script. Period. A custom treatment for one campaign breaks the system for every campaign that follows. If you have a real visual need (a feast-day moment, a launch identity), email Victoria or Emmanuel to discuss how to solve it within the existing typography — never outside it.
How do I report someone using the HCFM brand wrongly?
Email Victoria or Emmanuel with a screenshot or link. We follow up directly with whoever is using the brand. If it is someone outside HCFM (a vendor, a third-party site, an unauthorized printer), we handle the legal follow-up so you don't have to.
Are there translated versions of the brand guidelines?
French, Spanish, Portuguese, and Swahili translations are in progress. Until they are published, ministry centers should use the English version and ask Easton for clarification on any term that does not translate cleanly.
Where do I get a password for the Downloads tab?
Email vhassan@hcfm.org or eepau@hcfm.org with your name and ministry center. We respond within two business days.
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Help
Two people you can email today. Either one is fine — both forms below go to both inboxes. We respond within two business days.
Send a request or feedback
Both forms go to vhassan@hcfm.org and eepau@hcfm.org. Submitting opens your email client with a pre-filled message; review and send it from there.
For vendors
Use only the materials and rules on this page. For collaboration inquiries, contact Victoria or Emmanuel directly. Do not redistribute logo files outside the approved scope of work.
How this works behind the scenes
The forms above use a standard mailto: handoff: clicking submit opens whatever email client is set as your system default, with the body pre-filled and addressed to both Victoria and Emmanuel. You then send the message yourself. This is the simplest way to keep messages flowing while we are still standing this site up. When the WordPress / HubSpot site goes live, these forms will move to a server-handled submission with a real database log.