Skip to comments.Vatican Selects San Jose Agency for Papal Rebranding Initiative
Posted on 04/02/2013 2:06:49 PM PDT by NYer
Artists concept of a proposed new brand.
San Jose-based branding firm Liquid Agency has been selected to update the Vaticans marketing strategy. Rome officials are looking to the Silicon Valley agency to provide a contemporary and technology-friendly identity for the Churchs global outreach efforts.
The papal rebranding will replace the current identity, which has been used since 1929, when Pope Pius IX signed the Lateran Treaty, creating the newly independent Vatican City. Liquid, located in downtown San Joses SoFA district, is expected to produce a more iconic, streamlined look that will better enable the Church to hold its own against competing theologies.
Long an admirer of how Silicon Valley has transformed the way people work, live and play, Pope Francis hopes to refresh the Vatican brand and transform the way audiences worldwide think about the Papacy. Vatican officials have been concerned that the church had dated itself by allowing the media to focus on medieval trappings like smoke signals and ermine-trimmed capes.
In one of his first meetings with the Vatican’s Global Marketing Organization, Pope Francis reportedly inquired about apps and asked, “What is our Social Media strategy?”
Pope Francis marketing team was introduced to the Silicon Valley agency through San Francisco’s Archbishop Salvatore Cordileonewho is a frequent visitor to companies like Google and Facebook. The Vatican’s Global Marketing Organization reached out and quickly arrived at an agreement on scope and objectives, and Liquid immediately started the process of refreshing the brand.
The move surprised many Vatican-watchers since the Catholic Church has not been known for not making quick decisions. The speed at which the project is progressing is seen as a symbol of what Pope Franciss commitment to rapid change. “We are super excited to have the chance to work directly with the Pope’s most trusted advisors and help the Vatican’s brand,” said Alfredo Muccino, Chief Creative Officer at Liquid Agency.
Agency principal Alfredo Muccino presents strategic options to cardinals at a recent meeting.
Pope embraces crowdsourcing
In an unprecedented move, the Vatican will gain insights and build community support by crowdsourcing to get feedback on the new brand identity. “Pope Francis loved the idea of involving the community of faithful from across the globe,” said Scott Gardner, President and CEO of Liquid Agency.
A number of options will be sent out worldwide in an effort to gather feedback from the millions of faithful. This process will help the Vatican’s highest-ranking Cardinals and Bishops determine which identities should be presented to Pope Francis, who will have the ultimate decision.
See examples of the proposed logos here.
Liquid agency is also working closely with the Vaticans technology team to introduce a new set of mobile and tablet apps designed for the clergy as well as the faithful.
His Holiness, Pope Francis would love to hear your thoughts.
The Vatican has authorized us to share some of the top directions in order to start gathering feedback and suggestions. We are excited to see the Vatican embrace such amazing levels of transparency and really look forward to seeing what our own network thinks about the potential directions we have started exploring. So, please don’t be shy about providing some feedback. Also, please feel free to share these initial ideas with your friends and family and invite them to let us know what they think. We look forward to gathering these insights and we’re very excited to share them with the Cardinals, and eventually with His Holiness Pope Francis! You can vote for your favorite direction on Liquids Facebook page as well as share your comments. We look forward to hearing your feedback!
I'm speechless ... your thoughts?
Look at the article’s date and the obvious bad photoshopped photos.
Note the April 1 date.
Marketing — religions do it too.
Seems like this Pope is very energetic and has some media savvy.
This should have been posted yesterday!
I like my idea better. http://www.freerepublic.com/focus/f-chat/3002932/posts
Should have included the /s tag and the wink ;-D emoticon
Try "New Catholic Lite!" Half the calories, all the gay, and no guilt or hell!
Oh boy ... I’m embarrassed ... thanks.
Noted April 1st posting. Pretty funny but scarey.