OREGON
ELCA Graphic Standards
Emblem, Logotype
and Tagline Styleguide
First, A brief sermon about a “brand.”
Before we talk about the importance of a brand mark, we should start at the beginning with a brief explanation of just what a brand is. Nike is a brand. So are Apple, the Gap and even the New York Yankees. Wikipedia describes a brand as a symbolic
embodiment of all the information connected to a product to create a feeling and expectation about a company.
Confusing? Sure is. Basically, instead of looking at a company like Apple as a corporation that makes computers, most see a company that promotes innovation, individualism and creativity. In a simple sense, a brand is the meaning behind the logos and products.Organizations are brands, too. They have similar goals as companies in that they want people to see their organizations as more than the brick and mortar that make up their operations.The ELCA, like any church, is also a brand. The foundation for building a strong brand identity is the brand mark.
Laying the Foundation for the ELCA
Consistency is the key to our effectiveness. All of us need to follow these guidelines to present a consistent appearance and message to both members and non-members throughout the world. Variations to the brand mark, even slight, can cause confusion, and give the impression of disorganization.
Brand Mark Usage-Congregations
Perhaps one practical reason to start establishing unified graphic standards is through an example at the congregational level. Say that a family moves from California to Vermont. One of the first things they will do is seek out a new congregation. Let’s also say that they really liked their old ELCA congregation back in California. It goes to reason that the family will then seek out an ELCA congregation in Vermont. A consistent ELCA brand mark in both church locations will, among other things, help
to reassure the family.
Typeface
The typeface for the words “Evangelical Lutheran Church in America” is Century Gothic Bold and is always displayed in initial caps. The tagline “God’s work. Our hands.” must be displayed in initial caps in the typeface Century Gothic Regular.
Information taken from the ELCA GRAPHIC STANDARDS MANUAL found at http://archive.elca.org/emblem/guidelines-web.pdf
