Brand Guidelines
Visual Identity, Billboard Design, and Platform Alignment
The Recognition Chain
When someone sees the billboard on Highway 71 and searches "Spirit in the Hills," every touchpoint must feel like the same church. The road sign is already familiar to locals — that visual identity is the anchor.
Same logo + Same colors + Same feel = Instant recognition
Logo & Visual Identity
Road sign logo — the visual anchor for all branding
| Logo Mark | Green rolling hills graphic |
| Typography | "Spirit in the Hills" with nested "in the" |
| Background | Black or dark |
| Text Color | White |
| Accent | Green (hills) |
| Secondary | "Lutheran Church" below |
Color Palette
Color Usage
The black/white/green palette should be consistent across billboard, social media profile photos, and the website header. Avoid introducing new colors — simplicity aids recognition. The green hills graphic should always appear at the same prominence as the text name.
Billboard Design Guidance
Billboard Best Practices
Billboards are read at highway speed — you have 3-5 seconds maximum. Less is more.
- Include the green hills logo prominently
- Match the road sign typography style
- Keep black/white/green palette
- Use large, readable text
- Include simple CTA: "Sundays 10am" or website
- Make logo at least 25% of visual area
- Use more than 7 words
- Add multiple phone numbers or addresses
- Include small text or fine print
- Use a photo as the main element
- Introduce new colors or fonts
- Crowd the design with multiple messages
| Logo | Green hills + "Spirit in the Hills" |
| Tagline | "All Are Welcome" or similar |
| CTA | Sundays 10am • spiritinthehills.org |
| Background | Black or dark (matches road sign) |
Drivers who've seen the road sign have been primed with that visual. If the billboard echoes the road sign aesthetic, you get double reinforcement — "I've seen that before" even if they can't place where.
The green hills are your visual anchor. They should be immediately recognizable at 60mph.
Platform Alignment Checklist
Before the billboard launch, all platforms should display consistent branding. Use the same logo and color scheme everywhere.
YouTube
Google Business
Website
Other
Church Identity & Messaging
"We are people diversely centered in Christ, inspired by the Holy Spirit, and sent to share God's love in the world."
Spirit in the Hills Lutheran Church — An ELCA congregation serving the Lake Travis area (Spicewood, Lakeway, Bee Cave). A welcoming, diverse community — LGBTQIA+ affirming as part of who they are, not as a defining characteristic.
- Community, faith, location
- Warm, genuine tone
- Lake Travis / Hill Country identity
- Service times and directions
- Clear "all are welcome" language
- ELCA affiliation
- Livestream availability
- Ways to connect
- Narrowing to one demographic
- Jargon or insider language
- Dated references or photos
- Cluttered messaging
ELCA Brand Compliance
Spirit in the Hills is an ELCA congregation. The ELCA logo may be used alongside the church's own branding per ELCA guidelines. Reference materials are available in /research/ folder including brand guides and logo files.