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.

The use of the ELCA name, emblem and tagline are limited to the ELCA churchwide organization, ELCA synods and ELCA congregations. Other entities may use these only with the agreement and written permission of the Evangelical Lutheran Church in America. 

^{The ELCA emblem is a registered trademark ® and service mark of the Evangelical Lutheran Church in America (U.S. Patent and Trademark Registration No. 2,413,816).}

^{EVANGELICAL LUTHERAN CHURCH IN AMERICA is a registered service mark ® of the Evangelical Lutheran Church in America (U.S. Patent and Trademark Registration No. 2,697,246).}

^{ELCA is a registered service mark ® of the Evangelical Lutheran Church in America (U.S. Patent and Trademark Registration No. 2,906,015).}

^{God’s work. Our hands.™ is a service mark of the Evangelical Lutheran Church in America (U.S. Patent and Trademark SN 76/687622).}