Brand Overview

The Presbyterian Association of Musicians (PAM) is a vibrant, ecumenical community rooted in faith, creativity, and collaboration. Our brand reflects who we are: warm and invitational, thoughtful and grounded, and deeply committed to nurturing worship and the arts in the life of the church and beyond.
 

PAM’s visual and verbal identity is designed to feel welcoming without being casual, professional without being corporate, and creative without being exclusive. Whether someone encounters PAM through the Worship & Music Conference, a newsletter, a podcast episode, or a social media post, they should sense connection, curiosity, and care.
 

Our Voice & Personality

PAM’s voice reflects our values and our members.
 

Our voice is:

• Warm and invitational – We welcome musicians and non-musicians, Presbyterians and non-Presbyterians alike.

• Thoughtful and theologically grounded – Our work is rooted in faith and formation.

• Creative and collaborative – We celebrate artistry, experimentation, and shared leadership.

• Professional and trustworthy – PAM is organized, reliable, and respected.

• Expansive and ecumenical – We speak beyond denominational boundaries.​

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Logo Usage

The PAM logo is a primary expression of our identity and should always be used with care.

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Guidelines:

• Use approved logo files only.

• Maintain clear space around the logo for readability.

• Use the full-color logos with text whenever possible.

• Use single-color or icon versions only when necessary for contrast.

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Please do not:

• stretch or distort the logo

• change the logo colors

• add effects, outlines, or shadows

• place the logo on visually cluttered backgrounds

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Contact Charlotte Downs, PAM Brand Manager & Region Event Coordinator, at charlotte.downs@pcusa.org for use of downloadable PAM logo files.

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Writing & Messaging Guidelines for the Worship & Music Conference

PAM's annual summer conference is officially referred to as the "[Year] PAM Worship & Music Conference." Misnomers such as "The Montreaet Conference" are not to be printed or published on the web. An ampersand is to be used in place of the word, "and."​

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Color Palette

PAM’s color palette reflects warmth, depth, and creativity.

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Primary colors are used for headlines, key graphics, and major brand moments.
Secondary and accent colors provide flexibility for seasonal materials, social media, and event-specific designs.

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Use color intentionally and sparingly to maintain clarity and accessibility.

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​PAM's Color Palette:

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Typography

Typography helps PAM communicate clearly and consistently.

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Primary font: Used for headlines and featured text
Secondary font: Used for body copy and longer-form reading

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When brand fonts are unavailable, approved web-safe alternatives may be used to maintain consistency across platforms.

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Primary Font: Playfair Display​

Secondary Font: Open Sans

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Imagery & Visual Style

PAM imagery centers real people, real worship, and real creativity.

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Preferred imagery includes:

• musicians, artists, and worship leaders in action

• intergenerational and diverse communities

• moments of collaboration, learning, and worship

• warm lighting and authentic settings

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We avoid:

• overly staged or performance-only imagery

• generic or sterile stock photos

• images that feel exclusive or overly polished

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Our visuals should feel alive, invitational, and rooted in community.

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Writing & Messaging Guidelines

When writing on behalf of PAM:

• Use “Presbyterian Association of Musicians” on first reference, followed by “PAM.”

• Write for a broad audience, avoiding denominational shorthand.

• Use inclusive, expansive language.

• Speak from invitation rather than obligation.

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Sample descriptors:

• “A community rooted in faith, creativity, and collaboration.”

• “Nurturing worship and the arts in the life of the church.”

• “Formative experiences for musicians and non-musicians alike.”

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Brand in Practice

PAM’s brand comes to life across many platforms:

• monthly newsletters

• social media graphics and captions

• podcast artwork and ad scripts

• Worship & Music Conference materials

• print and digital promotional resources

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Consistency across these spaces helps strengthen recognition and trust.

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Brand Use & Contact Information

For questions about branding, logo use, or visual identity—or to request approval for external use—please contact:
Charlotte Downs, PAM Brand Manager & Region Event Coordinator, at charlotte.downs@pcusa.org