The Cru Singapore brand is based on the Cru brand identity system which has been developed to accurately reflect our character and consistently express what makes us unique. It helps us create memorable experiences that influence audiences’ opinion of our brand.

Together, let’s build a strong and positive Cru Singapore brand, and contribute to the future of making a city impact and being a global influence.

HOW TO USE THIS GUIDE

This guide introduces the visual tools we use to build the Cru Singapore brand. It provides simple and straightforward instructions on how to apply them in communications.

  1. Name
  2. Logo
  3. Colour palette
  4. Typography
  5. Imagery

NAME

How to use the Cru Singapore name in copy:

  • “Cru Singapore” is the preferred way to present our organisational name. Use it when using sentence case.
  • WHEN USING ALL CAPS, PRESENT OUR NAME AS CRU SINGAPORE 
  • when using lowercase, present our name as cru singapore

Only use approved versions of the logo

Our symbol (the cross) and wordmark (“Cru”) were designed to work together: the symbol provides context that enables understanding of the Cru organisation and mission. It also helps us achieve maximum visual impact.

The Cru Singapore logo should never be redrawn or re-created in any way. The wordmark and symbol share a fixed proportional relationship – never scale or reconfigure the elements.

Cru Style Guide - logo elements


Clear space

Our logo requires appropriate “clear space” around it to achieve maximum visibility. Clear space is defined by the height of the upper-left corner of the cross symbol. Graphic elements or text may never be placed within this area.

Minimum clear space -- use the upper-left corner in the symbol as a spacer.
Minimum clear space — use the upper-left corner in the symbol as a spacer.

Preferred full-color logos

On light backgrounds, the preferred version is our full-color logo. On dark backgrounds, the logo may be applied with a full-color symbol and white wordmark. Do not place the logo on imagery or on complex backgrounds.

Cru Style Guide - logo color variations

Single-coloured logos for specific types of usage are available if needed.

If necessary, contact us for high-res versions of the logo for ministry use. 


COLOURS

Primary colour palette

Our primary colour palette comprises Cru Gold, Cru Gray and generous amounts of white. These are the dominant colors on all our communications.

Cru Gold

SCREEN
RGB: 249–182–37
HEX: f9b625
COATED PAPER
Solid Ink: PMS 123 C
CMYK: 0–24–94–0
UNCOATED PAPER
Solid Ink: PMS 115 U
CMYK: 0–10–100–0
GRAYSCALE EQUIVALENT
K=22

Cru Gray

SCREEN
RGB: 98-96-98
HEX: 666062
COATED PAPER
Solid Ink: PMS Cool Gray 11 C
CMYK: 0-2-0-68
UNCOATED PAPER
Solid Ink: PMS Cool Gray 11 U
CMYK: 0-0-0-65
GRAYSCALE EQUIVALENT
K=65

White

SCREEN
RGB: 255–255–255
HEX: ffffff
COATED PAPER
CMYK: 0–0–0–0
UNCOATED PAPER
CMYK: 0–0–0–0
GRAYSCALE EQUIVALENT
K=0

Secondary color palette

Always use our secondary color in addition to, not in lieu of, our primary color palette.

Our secondary colors are Cru Orange & Cru Singapore Red. While an important part of our brand identity, it can also be overwhelming if applied in large amounts. We limit these colors to secondary information such as call-outs or information graphics (eg. prominent areas on pie charts; larger data sets on bar charts).

Cru Orange

SCREEN
RGB: 221–125–27
HEX: dd7d1b
COATED PAPER
Solid Ink: PMS 138 C
CMYK: 1–60–98–4
UNCOATED PAPER
Solid Ink: PMS 145 U
CMYK: 0–44–100–7
GRAYSCALE EQUIVALENT
K=40

Cru Singapore Red

SCREEN
RGB: 190–15–52
HEX: be0f34
COATED PAPER
Solid Ink: PMS 187 C
CMYK: 0–100–79–20
UNCOATED PAPER
Solid Ink: PMS 200 U
CMYK: 0–100–63–12
GRAYSCALE EQUIVALENT
K=70

Accent color palette

Use accent colors sparingly in addition to, not in lieu of, our primary color palette.

Accent colors are used on a limited basis, when we need further distinction beyond our primary and secondary colors (eg. less prominent areas on pie charts; smaller data sets on bar charts). The accent colors are Cru Deep Blue and Cru Bright Blue.

Cru Deep Blue

SCREEN
RGB: 0–115–152
HEX: 007398
COATED PAPER
Solid Ink: PMS 7468 C
CMYK: 98–6–10–29
UNCOATED PAPER
Solid Ink: PMS 314 U
CMYK: 99–3–16–19
GRAYSCALE EQUIVALENT
K=50

Cru Bright Blue

SCREEN
RGB: 62–177–200
HEX: 3eb1c8
COATED PAPER
Solid Ink: PMS 631 C
CMYK: 74–0–14–0
UNCOATED PAPER
Solid Ink: PMS 3115 U
CMYK: 54–0–16–0
GRAYSCALE EQUIVALENT
K=27

Color proportion

Color proportion is all about how much “real estate” each color gets in a design space. Because our logo colours are all very intense, they compete with each other when used in equal proportions, creating a circus-like appearance.

Give Cru Gold, Cru Gray and White the greatest priority and space in your design. Add the secondary colours in a smaller proportion if needed. Then add the blues sparingly for accent.

Use the visual proportions to guide the balance of primary, secondary and accent colors within a design space.
Use the visual proportions to guide the balance of primary, secondary and accent colors within a design space.

Keep in mind that it is not necessary or desirable to use the full range of the palette in every design.


TYPOGRAPHY

Primary applications:
Freight Sans Pro

The Freight Sans Pro family is used for primary applications such as headlines, body text and captions. Headlines are set in Freight Sans Pro Light, all capital letters. All other text is set in sentence case.

Primary applications (body text, headlines, captions). Source: Phil's Fonts

Purchase fonts

Italic typography

Only use italic typography for specific purposes such as footnotes or publication titles (eg. source title in a footnote or publication title in a bibliography). Never use italics to highlight information. A more appropriate treatment for highlights is through the use of bold type or a change in color.


Secondary applications:
Leitura Roman 3

Leitura Roman 3 is used for secondary applications such as call-outs and subheads. Leitura Roman 3 is used sparingly (as an accent only), and is set in all capital letters.

Secondary applications (subheads only). Source: fonts.com

Purchase font


Web, Office and desktop applications:
Arial, Arial Bold and Times New Roman

  • Arial, sentence case, is used for body text and captions.
  • Arial, all capital letters, is used for headlines. Arial Bold may be used for emphasis on individual words.
  • Times New Roman, all capital letters, is used for subheads only.

Never use bold type for headlines or full sentences.

Cru Style Guide - primary fonts replacement
Cru Style Guide - secondary font replacement


IMAGERY

Imagery style

Our imagery is designed to “capture a moment.” We depict culturally diverse groups of people experiencing Christ’s life-changing presence and opportunities to share Him with others. Images should appear natural, believable and optimistic.

Note: The images are stock images shown for illustrative purposes only. They are subject to terms of copyright protection. Rights must be licensed from the respective copyright holders prior to distribution.
Note: The images are stock images shown for illustrative purposes only. They are subject to terms of copyright protection. Rights must be licensed from the respective copyright holders prior to distribution.

Composition and lighting

Our images are simple, without clutter or distracting visual elements. Our lighting style is natural and does not appear manipulated. We don’t use photo distortions, and don’t rely on artificial filters or techniques.

Exception: Converting images to grayscale.

Frequently imagery provided by Cru members is shot under many different conditions and varies in technique or quality. This unpredictable combination can make imagery feel unrelated or haphazard. Converting images from color to grayscale can unify images by making them feel like they are part of a cohesive system. This technique can also improve images that have been shot in less controlled environments.


Imagery: what to avoid

Do not rely on overused inspirational stereotypes
Do not rely on overused inspirational stereotypes
Do not use religious artifacts or symbols as props; never use photos of people impersonating Jesus (Exception: organizational product shots; ie The Jesus Film Project)
Do not use religious artifacts or symbols as props; never use photos of people impersonating Jesus (Exception: organizational product shots; ie The Jesus Film Project)
Do not use images that appear staged or posed; imagery should be believable and give the impression that we've captured a moment
Do not use images that appear staged or posed; imagery should be believable and give the impression that we’ve captured a moment
Do not use imagery that depicts an artificial sense of happiness or sentimentality; imagery should be realistic in its depiction
Do not use imagery that depicts an artificial sense of happiness or sentimentality; imagery should be realistic in its depiction
Do not use images of mature adults only; our portfolio must also include youth-relevant, gender-sensitive and culturally diverse imagery
Do not use images of mature adults only; our portfolio must also include youth-relevant, gender-sensitive and culturally diverse imagery
Do not use clip art or illustrations; only use photographic imagery
Do not use clip art or illustrations; only use photographic imagery

Adapted from Cru Brand Identity Guidelines, May 2012

Contact us at corpcomms@cru.org.sg.