wfn.org | ELCA Launches New Visual Emblem

[Brenda Williams <BRENDAW@elca.org>]

Reply-To: ElcaNews <ELCANEWS@ELCASCO.ELCA.ORG>

ELCA NEWS SERVICE

April 1, 1998

ELCA LAUNCHES NEW VISUAL EMBLEM
97-076-AH

     CHICAGO (ELCA) -- A new unifying visual symbol has been introduced in
the Evangelical Lutheran Church in America (ELCA).  The emblem was
officially approved by the ELCA Church Council at its meeting in November
1997 and is now available for use by congregations and synods.
     The new emblem is a variation on the Jerusalem cross used by the ELCA
since 1995.  The cross appears in relation to an orb, symbolizing the
world.  Within the spheres of the orb can be seen smaller crosses,
traditional symbols for the commission to spread the Gospel to the world.
The name of the church encircles the emblem.
     The emblem will be sent to ELCA synods and can be found on the
church's web page.  It is presented in three forms: one-color black; two-color black and red; and
four-color in red, purple, yellow and green, plus
black.
     "I hope that the emblem of our church will serve for each of us as a
reminder of the One who unites us, calls, and sends us, namely, our Lord
and Savior, Jesus Christ," said the Rev. H. George Anderson, presiding
bishop of the ELCA.
     Anderson explained, "The emblem is simple, yet full of meaning.  The
central visual element is the cross.  That is apt for us as Lutherans.
Under the cross we move into witness and service in the vast array of
efforts carried out through congregations and through synodical and
churchwide ministries."
     Periscope Marketing Communications, a Minneapolis firm, designed the
emblem as part of an overall marketing and identity program for the ELCA.
     A manual for proper and effective use of the emblem has been
developed by the Rev. Lowell G. Almen, ELCA Secretary.  Almen writes,
"Simple, highly organized visual forms have a strong, unconscious impact
upon people's attention and memory.  A clearly defined visual image can
provide an easily identifiable symbol for an organization or entity, such
as this church."
     "The power of emblem or symbol to unite people and even to change
attitudes has been recognized throughout the ages," Almen writes.  The
manual will be sent to all ELCA congregations.

For information contact:
Ann Hafften, Director (773) 380-2958 or NEWS@ELCA.ORG
http://www.elca.org/co/news/current.html