Graphic Standards Manual
The ABCs of the ELCA
- ELCA Graphic Standards Manual
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As harmonic as a choir
The ELCA brandmark consists of the ELCA symbol or emblem, the ELCA name and the ELCA tagline. The 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.
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.
Colors for the full-color brandmark (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.
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.” Find more theological background
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. When included in copy, the tagline should appear “God’s work, our hands.”
The 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.
If you have any questions about the brand mark guidelines or their application, please contact Kristi Bangert at 800/638-3522, 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.)