One of the first things we noticed when coming on board at the ELCA was how well the brand had been equipped with powerful and passionate phrases of inspiration for their synods and parishioners. Several are seen in snapshots of the brand guide later in this proposal. Additionally, the Church’s stylized and vibrant globe emblem supported the notion that rich and jewel-toned colored stained glass windows not only let in the light, but allow their intricate and symbolic imagery to be illuminated for all to experience with a sense of awe. This beautiful color palette along with in-the-field mission imagery, descriptive brand phrases, unadorned typographic considerations and an omnipresent white border with an overlaid brand mark banner as a signature, are the foundation of the ELCA brand. While the standards were carefully tended to by both the ELCA team and sparc, when appropriate, we mutually embraced opportunities to create additional brand imagery and entertain typography enhancements, allowing for continued evolution and relevance of the brand itself. One such notable contribution made by sparc and adopted by ELCA was its recommendation that headlines be set in the more contemporary interpretation of Century Gothic, the Gotham font family, providing for a more humanist feel.
SERVICES : BRAND STEWARDSHIP, CONTENT DEVELOPMENT, ART DIRECTION, ILLUSTRATION, PRINT + DIGITAL COLLATERAL & ADVERTISING