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Style & Branding Guidelines

MISSION

Christian Medical & Dental Associations® motivates, educates, and equips Christian healthcare professionals to glorify God by:

 

  • Serving with professional excellence as witnesses of Christ's love and compassion to all peoples, and;
  • Advancing biblical principles of healthcare within the Church and to our culture.

VISION

Transformed Healthcare Professionals,
Transforming the World

STATEMENT of FAITH

We believe:

 

  • In the divine inspiration and final authority of the Bible as the Word of God;
  • In the eternal God revealed in Holy Scripture as Father, Son and Holy Spirit;
  • In the unique Deity of Jesus Christ, God’s only Son, whose death and resurrection provide by grace through faith the only means of my salvation;
  • In the transforming presence and power of the Holy Spirit.

Brand Logo Typeography

SchoolBook Font

Tagline Typography

Textile Font

SchoolBook is the font denoted as the registered trademark comprising the words "Christian Medical & Dental Associations". The font may not be altered in any way when used within the logo.

SchoolBook Font Image

Textile is the font denoted in the tag line, "Changing Hearts in Healthcare".  The font may not be altered in any way when used within the logo.

Textile Font Image

Brand Website Typeography

Montserrat Font

Paragraph Web Typography

Crimson Text Font

Montserrat is the font denoted as the main heading font for CMDA.ORG. It is denoted throughout in the tags, H1, H1, H3, H4, H5, and H6. The font does not have a serrif. Typesets include, thin, extra-light, light, normal, medium, semi-bold, bold, extra-bold, and ultra-bold.

Montserrat Image

Crimson Text is the font used in all paragraph and non-heading regular text throughout the CMDA.ORG website. Typesets include, normal, semi-bold, and bold. On some occasions this font is substituted with Montserrat for design purposes.

Crimson Text Image

Brand Logos of CMDA with ® Trademarks Registered with the USPTO

CMDA_Logo_Registered

TESS Registration Number #2600742

CMM_Logo_Registered

TESS Registration Number #5118468

GHO_CMDA_Registered

TESS Registration Number #2422144

GHR_Logo_Registered

TESS Registration Number #4655452

CMDA Black Text
CMM Logo transparent
GHO-Transparent
GHR Logo

All Sub-Branded Ministries of Christian Medical & Dental Associations® Logo Guidelines

All sub-branded ministries, sections, commissions, etc., of Christian Medical & Dental Associations® should be tagged "A Ministry of Christian Medical & Dental Associations®" without exception. The master CMDA logo and its tagline is a registered trademark of CMDA, both in name and in its displayed logo device. No sub-branded ministry should use the tagline, "Changing Hearts in Healthcare" per the trademark. Only CMDA shall use this tagline.

Campus and Community Ministries, a ministry under the CMDA banner, has multiple smaller local chapters under its leadership. In the case of those smaller sub-branded chapters, the same tagline rule above applies except that the local chapter's name should be substituted for the tagline. There are no restrictions on what the local chapter shall be titled or how it's identified as long as the font and display rules are applied. An example is shown below.

Non-Branded Ministry of CMDA
International Neurology Services Logo Reversed
CMDA Student Chapter Brand
CMDA NC TriangleArea

Sub-Branded Ministries of Christian Medical & Dental Associations® with Local Brands

Christian Medical Association
Christian Dental Association
Medical Education International
Life & Leadership Coaching
Center for Well-being
Christian Medical Association ® Normal
Christian Dental Association Official Logo ®
MEI Logo
Coaching Logo Name Change
EPSLogo(CWB)
Global Health Outreach
Center for Medical Missions
Student Life
Side-by-Side
Women Physicians in Christ
GHO-Transparent
CMM Logo With Registered Symbol
Cmdaf Official
Side By Side Official Brand Black
WPCLogo

Branded Sections & Commissions of Christian Medical & Dental Associations®

Fellowship of Christian Physician Assistants
Coalition of Christian Nurse Practitioners
Christian Academic Physicians and Scientists
Christian Physical Therapists International
National Resident Council
New Logo FCPA With Tagline Transparent Background
CCNP logo
CAPS Logo Nov 2019
CTPI
National Resident Council LOGO Full Official

CMDA.ORG WEBSITE GLOBAL PALLETE

Background: This minimalist color arrangement, developed in late 2017, keeps things simple and uncluttered within the web application. It mainly uses basic white, soft black, charcoal and chateau gray which suggest “authority.” Occasional use of light tan showcases features. A pop of rusty red is a variant of the EKG mark in the CMDA logo, which can be used minimally as highlight/button colors and the jade green brings a complementary option for print headings and web highlights that is not overpowering, but similar to the current Olivine color in the existing brand.

Monochromatic Scheme with Highlights: Red, Green, and Cream

To stand out and remove ourselves from other "medical-looking" websites with soft blues and greens, this pallet simply puts clean greys with a couple of different options for highlighting.

PALLETS
One thing you will not see in our pallet is the red and green highlight colors near each other or on the same page together.
Red-Green Best Practices:  While the most important aspect of brand design is getting the meaning across efficiently there are some basic principles to follow with color use. A valuable practice which helps maintain a quality site-wide style guide is to keep your red and green colors in sync with each other. By only adjusting the hue, while maintaining the saturation and brightness, red and green tones will be in harmony with, not just each other, but our entire pallet.
Another important area to note is there is an additional color in the red/green relationship and that’s a neutral, middle-ground color: grey. In some cases, although a meaning may have a clear opposite (red versus green), we may not want them to be equal in appearance when displaying both. Where one meaning outweighs the other, grey can replace the secondary of the two, resulting in added significance to the primary color. Dressing down the appearance of the secondary color with grey and reducing the overall appearance is also a useful strategy when placing emphasis on a primary action, such as a simple text link where the primary action is a colored button.

Photography Submissions for CMDA

Basic Principles

Christian Medical & Dental Associations® photographic style and specifications shall be determined by the VP of Digital Media & Marketing for the purpose of brand identity, quality, and consistency. However, ministry photography shall not be limited exclusively to this guideline as many images are derived from unskilled photographers or lower quality photographs submitted from around the globe that may be used in Marketing or other functions of the ministry. These guidelines serve as a benchmark of expectation and quality for the brand image of the ministry at large (beginning January, 2017).
Portrait Example

Visual Style

The CMDA visual brand components are its photography style and collateral identity. The collateral identity has to do with the marketing pieces a used to get the word out about ministry services. Photography style is the "what," "how," and "why" of each photograph- what is the subject matter, how should the subject matter be captured (SLR, iPhone, other method) and why is the photograph being taken (the intended end use).

Three adjectives that might describe the intended visual style for CMDA could be "warm, inviting, organic, and with a shallow depth of field." Warm describes photographs as colorful. Inviting describes the subject matter as interesting to the eye, causing you to gaze at the image longer, to study the subject matter. Organic describes how the shot is taken; in the moment of poinience. Although many shots for CMDA will be designed (time taken to set up) many of the field images will be more organic as they happen. Shallow depth-of-field describes the way in which the subject is the focus of the shot and the background is less important, soft and not distracting.

What is shallow depth of field? A small or shallow depth of field (DoF) means a smaller range of focus. A shallow DoF means you can deliberately blur out details in either the background or foreground of the scene, allowing you to draw the viewer's attention to one particular subject or part of your scene. Depth of field (DoF) is one of the most important concepts in photography. Understanding what DoF is, and knowing what factors affect it, are things all photographers should master. Many photographers know that you can control DoF by adjusting apertureAperture is the opening in your lens that lets light pass through to the sensor. Think of it as a pupil for your lens. It dilates to let more light in, and contracts to restrict light when it is bright. Aperture is probably the first thing most photographers think of when they want to adjust the depth of field.

Large apertures, which correlate to small f-stop numbers, produce a very shallow depth of field. On the other hand, small apertures, or large f-stop numbers, produce images with a large depth of field.

Another important factor affecting depth of field is the distance between the camera and the subject. The shorter that distance, the smaller the depth of field. Have you ever tried to take a close-up shot of a flower or insect, but can’t get the entire subject in focus, even with a small aperture? This is because the closer you are to your subject, the shallower the DoF.

Lastly, focal length of your camera lens creates depth of field. Wide-angle lenses (short focal lengths) have a deeper depth of field than telephoto lenses (long focal lengths). Well, not exactly! It isn’t quite as cut and dry as that. If you take an image and do not change the camera-subject distance, this is true. Shooting two images at the same aperture, the DoF is larger for the narrower focal length lens.

Guidelines - Technical Advice

It is said the recipe for a good portrait entails more than just photo and lighting. It starts with the photographer making an effort to connect with the subject(s) so they are at ease with the image-making process. Just walking into an area where the subject knows their photo is being taken, and then snapping away will produce forced smiles, or none at all. In some cultures you may never get a smile, even if that is what you are after. Connecting with a subject can often mean nothing more than a simple discussion with them to ask about them, his or her interests—you can familiarizing yourself with their interests in order to bring them up as a conversation starter. The idea is to make them feel more relaxed as you take pictures. The results will be obvious in the outcome of the photo when you have a relaxed subject.

Be Aware of Your Surroundings when Shooting

If you are planning to take a portrait as a planned get-together, make sure you have a solid plan—for both the portrait setting and any setup needed for your camera and lighting. If you’ll be shooting in an interior setting, acquaint yourself with existing options for backgrounds and lighting within the space. Will it be possible to shoot a natural-light portrait or will you need to plan for artificial lighting? - a luxury in most, if not all situations where you are not using a professional photographer. The things to consider indoors are as follows:

Avoid shooting against bright white, high contrast backgrounds such as plain walls or open windows where the exterior is significantly brighter than indoors. This will essentially make your subject a silhouette with no facial detail.

Avoid exceptionally dark rooms. Not enough light can be as problematic as too much. However, with today's cameras, tablets and phones, the enhanced technology may allow you to get away with a darker area and create a more moody feel. 3. Avoid busy backgrounds. If you do not have a camera with a lens that can give you a shallow depth of field (where the subject is in focus but the background is not) opt for a less busy backdrop. You want the subject to be the "focus" not those people in the background who are looking-on in wonder.

Avoid busy backgrounds. If you do not have a camera with a lens that can give you a shallow depth of field (where the subject is in focus but the background is not) opt for a less busy backdrop. You want the subject to be the "focus" not those people in the background who are looking-on in wonder.

 

If you’ll be shooting outside using natural light, consider the time of day and the direction of the sun in relation to how and where you want your subject. Early morning and late afternoon are the best times for a natural-light portrait, yet you’ll probably want to avoid shooting at midday, when sunlight and shadows are harshest. Don’t forget that overcast weather can also provide a good opportunity for a portrait with softer shadows and lighting that remains consistent over a longer period of time. Ideally, your subject should be facing the sun, or at an oblique angle with the face lit to define features, while minimizing unappealing shadows. When composing the portrait, it’s essential to look beyond your subject and check your composition for issues such as a distracting background.

Shooting in front of a window without interior lighting will cause a silhouette.
Shooting in front of a window without interior lighting will cause a silhouette.

File Types

CMDA's preferred filetype is the RAW format. While shooting raw brings with it the challenge of a larger file size and the added complexity of converting files in post (editing), it is especially beneficial when bringing the file to life as a finished portrait. More can be done with the RAW format and it is available in many digital cameras today.
Raw files are often described as being the same as a photographic negative; after downloading from the camera, adjustments can be made to elements such as contrast, color, tonality, and more, without compromise to the original file. With the JPEG format, on the other hand, the original file is compressed, which results in a loss of valuable image data. For many types of use, posting to social media for example, this is not an issue and, in fact, the smaller file size offers a huge advantage. But each time you take that original JPEG and resize or otherwise change it, you are effectively losing data. If the raw file is your starting point, you will be working from the best available image capture, which will be preserved intact in the storage device of your choosing.
If the RAW camera file is unavailable, try to use the highest quality and largest file format your camera or phone can produce. TIF files are also better than JPEG and would be the next best thing to RAW. Do not shoot photographs in BMP format.
Phonefotowide

Always shoot photographs in wide format (horizontal), also known as "landscape" format. These images, when at high resolution can be easily cropped (if needed) to accommodate most uses; emails, websites, mailings, etc. Shooting vertical shots, also known as "portrait" format is acceptable for specific purposes, but is less versatile.

Blurredmotion

Do Not shoot photographs where either you (the photographer) or your subject are in motion. Unless you have the camera settings and skill to capture moving subjects, do not attempt this as, in most cases, the result will be blurry and unusable.

Goodlighting

Always shoot with good lighting, whether that be sunlight, incandescent light, or ample ambient light (unless you are trying to achieve a mood).

Noisyunderexpose

Do Not shoot outdoors at night or indoors in very dark places and try to compensate for the darkness by increasing the ISO and/or the shutter speed unless you are skilled in adjusting these settings. Often the results are "grainy" or "noisy" images.

Videography (Video) Submissions for CMDA

Smartphone Recording Tips

Almost all smartphones have the ability to record high definition video. Professional video content creators are finding that using their mobile phones to shoot video has several significant advantages:

  • Mobile phones are ubiquitous, and we almost always have our phones with us. Quickly and spontaneously capturing video content doesn’t require lugging around large video cameras when an unexpected opportunity presents itself.
  • Many apps are available for both iOS (Apple) and Android (Google) mobile devices that extend the functionality of the video camera, provide sophisticated editing and digital effects capabilities, as well as provide a way to upload finished videos for distribution.

However, while it seems like a low cost no-brainer to use a smartphone for video, using poor video making techniques will likely result in a poor video result.

Your video doesn't have to be perfect, but following proven best practices will greatly improve the usability of the video you capture.

Verticalshoot

Avoid Vertical Video!

Stop shooting vertical video! Some videographers, (yes… video entrepreneurs, too) who use of their smartphones for digital filmmaking often make the huge mistake of holding their phones vertically, that is to say up and down rather than sideways while recording. Hold your phone horizontally so that videos played back on other screens (virtually everywhere) will look as they should.

There has been a movement to shoot vertical videos of late, but those decisions have been for specific app purposes on social media platforms- not for mainstream video use.

Vertically shot videos are not useable to CMDA.

Be Prepared

Before you begin recording your videos, make sure that you have all of the gear, props, scripts, people and shooting locations ready to go. Additionally, make sure your phone an excellent and that you have enough storage space (available memory) to store the footage – high definition (HD) video files can get large and will drain a battery quickly. So be sure the phone is fully charged before you start.

Lighting is Critical

Proper lighting has a huge impact on smartphone cameras because they have smaller image sensors and lenses. Try as much as possible to shoot your video in brightly lit areas. This will help avoid unnecessary shadows and grainy areas in your video. Conversely, you also must be careful not to point the camera directly at bright light sources, which will cause unusable overexposed footage and lens flaring. Lighting should be stable and steady; the image sensors in most smartphones do not react to dramatic changes in lighting very quickly. If the light is still making it tough to shoot your video try working with back-lighting and white balance settings if your phone or app provides them. Most phones also offer “touch focusing” in the event your camera is focusing on the wrong area of your composition. After setting the focus on the most important aspect of the video, the automatic exposure control will have an easier time making small adjustments if the lighting condition begins to change.

Also, take a look at some of the tips for shooting photography - they are relevant to video as well.

Keep it Steady

If you don’t want your video footage to come out distorted, blurred, or affected by “rolling shutter” the best thing to do is to keep your phone steady while recording. Use both hands to hold your smartphone as close as possible to your body as you record the video. This can be a bit fatiguing in long takes or sequences, and there are other ways to support the phone:

  • Stabilizers, tripods and camera cages allow you to keep your smartphone or mobile device still when taking a video with it; they have perfect handles to accomplish this.
  • If a smartphone tripod or stabilizer is a little too costly or not practical for you in your circumstances, you can rest your phone on other physical supports like tables, chairs, desks, shelves, etc.
Goodlightingvideo
Audiomatters

Audio Matters

A good video with poor audio quality is useless unless you plan to add a completely new audio track during the editing process (if applicable). While you want your video to look good, the quality of your audio is equally important. Unfortunately, the built-in microphone in most smartphones (if not all of them) is both low quality and improperly placed. It is very common to catch wind and unnecessary environmental noise that will compete with or drown out any important audio while shooting video outside. This is almost impossible to edit out later. It is advisable to shoot your video in a quiet place, preferably indoors when possible with less ambient noise. Professionals are shooting all sorts of commercial grade videos and feature films using their mobile phones, but audio is almost ALWAYS captured with a separate recording device suitable for the job. So, for exceptional quality videos with superb audio, you should get an external recording device or at least a directional microphone that will work with your smartphone.

If using an external microphone isn’t possible or practical then stay as close to the audio source as possible and try this little trick: use your hand to cover around the phone’s microphone (but don’t completely cover it). This way, unwanted noise can be reduced, which might give your final product a chance.

Get in Close

Staying physically closer to your subject ensures better image quality, less digital noise, and better focus in your videos since most smartphones use a digital zoom rather than optical zoom. If your video requires super zoom close-ups of tiny details, they make clip-on macro lens that will fit any iPhone or Android smartphone.