The Evangelical Lutheran
Church in America has established
guidelines
for how to treat the ELCA brand mark. 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 usageThe combination of these three elements
is what brings the ELCA’s whole identity to life. That’s why it’s
important to use all three elements together whenever possible. There
are four preferred representations of the brand mark:
Four color emblem with black type
Colors for the full-color brand mark (in any signature format)
are black cross and outline with red (PMS 485) in the interior upper
left quadrant, purple (PMS 2587) in the interior upper right
quadrant, yellow (PMS 116) in the interior lower right quadrant, and
green (PMS 376) in the interior lower left quadrant.
Two color emblem with black type
Colors for the two-color brand mark are black cross and outline
with red (PMS 485) fill.
Black on light background
Black and white application on a light background and used only with
a black and white reproduction process.
White on dark background
Reverse of the black and white for darker backgrounds and used
with a black and white reproduction process.
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GIF - black
background
(11KB)
| EPS (1.2MB)
GIF
(6K) - transparent background; right
click to save
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GIF (22KB)
| EPS (1.2MB)
GIF
(7K) - transparent
background; right click to save
|
Primary brand mark
The ELCA brand mark consists of the ELCA
symbol or emblem, the ELCA name and the ELCA tagline. The following is a
brief explanation of the thinking behind the design and creation of
each.
The Emblem
The emblem is a graphic representation of the ELCA mission statement:
marked by the cross of Christ forever, we are claimed, gathered, and
sent for the sake of the world. This context reflects both the good news
of Christ’s incarnation and the church as the body of Christ in the
world. The visual motion within the cross and the surrounding orb
reminds us of the spreading light of the Gospel of Christ. Within the
spheres of the orb are smaller crosses (a design sometimes known as the
“Jerusalem Cross”), a traditional symbol for the commission to spread
the Gospel to the whole world.
The Name
The Evangelical Lutheran Church in America is the name derived from the
union of three North American Lutheran church bodies: The American
Lutheran Church, the Lutheran Church in America and the Association of
Evangelical Lutheran Churches.
The Tagline
As Lutherans, we believe that when we serve our fellow human beings, we
are doing God’s work—spreading God’s love and compassion—with our hands.
The tagline comes from this idea with inspiration from a specific
biblical passage in John 15:12: “Love one other as I have loved you.”
The Font
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. These
guidelines are available for download in PDF format.
If you have any questions about these
brand mark guidelines or their application, please contact Kristi Bangert at ext. 2960 or send e-mail to
Kristi.Bangert@elca.org.
Emblem colors are designated
according to the Pantone Matching System (PMS) to ensure correct use
of color ink. (PANTONE is a registered trademark of Pantone, Inc.) |
