Brandmark
ELCA emblem, tagline and graphic standards
A brief sermon about a brand: Before we talk about the importance of a brandmark, we should start at the beginning with a brief explanation of just what a brand is. In a simple sense, a brand is the meaning behind 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 brandmark. And 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.
Ironic, isn't that, coming from an organization that otherwise celebrates "diversity" and "inclusiveness" and encourages "local option" with regard to disciplining non-chaste clergy.
A couple months ago a letter went out to every congregation insisting that all web sites and stationary be redesigned to add the words "God's work, our hands" beneath the logo.
Round file for that one.