UCC registers logo, releases revised Brand Guidelines
Building on the process to refresh and update the visual identity of the United Church of Christ, the denomination’s National Setting has just released refreshed logos and an expanded color palette for use by Churches, Conferences and UCC affiliates and organizations.
“Creating a consistent identity for the United Church of Christ is critical to living into the world we envision and fulfilling the mission God has set before our church,” stated the Rev. John C. Dorhauer, UCC general minister and president. “Our updated visual identity, including the new UCC logo and the various other marks, is an important expression of who we are in reminding the world why we matter.”
The UCC began the transition to a new logo for the denomination at General Synod 2017 in Baltimore, a process undertaken to provide a refreshed, updated and consistent look to the UCC Brand. That transition continued throughout 2018. The God is Still Speaking Comma featured prominently in the logo has been registered with the U.S. Patent and Trademark Office. Its use now includes the R with a circle to show that it is registered. The United Church of Christ crest (the crown, cross, and orb) is also registered with the U.S. Patent and Trademark Office and also now uses the R with a circle.
The logo, last re-designed in 2004, was updated in 2017 to reflect both tradition and innovation within the church as it faces the challenges and opportunities of Christian witness in the coming decades. The new logo’s design and colors were intentionally created to complement the graphic representation of “A Just World for All,” developed to illustrate new Purpose, Vision, and Mission Statements adopted by the denomination that same year.
Proper and consistent use of the United Church of Christ brand marks will enable the UCC to achieve clarity, accuracy and efficiency in all print and digital communications and better align the UCC brand throughout its organizational and operational structure – from the National Setting offices in Cleveland to Conferences, Churches and other UCC-affiliated entities.
The Identity Standards at ucc.org provide guidelines for proper use of the various United Church of Christ (UCC) visual identity elements. These Identity Standards include a comprehensive identity system including logo and crest usage, typefaces, color palettes, photography use, correspondence guidelines and templates for Conferences and Churches to use when using both their logos/names and the United Church of Christ logo/name. Oversight for proper use is the responsibility of the Office of Philanthropy, Technology, Identity & Communication (OPTIC).
“Brand guidelines allow all of us in the wider church to better tell our story,” Dorhauer said. “This is the beginning of a transformative effort to share the story of UCC as a united and uniting church and inspire individuals to join that journey.”
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