WORD MADE FLESH BRAND IDENTITY

VALUES DEFINE THE BRANDWord Made Flesh holds several key values that are conveyed through

communications and experiences. These include ecumenicity, incarnation, humility and contemplative activism. Our values are found in the way we live out our faith with one another and others - the culture and norms that define the core of our identity.

ECUMENICITY INCARNATION HUMILITYCONTEMPLATIVE

ACTIVISM

YOUTHFUL

Language and norms appeal to millennials

INDIVIDUALISTIC

Exploring their own calling and realizing it

MONASTIC

Reflecting the New Friars tradition

NATURAL

Revering God’s creation and the environment

MODERN

Technologically savvy and cutting-edge

OUTSPOKEN

Not silent about issues that matter or the way to change

BUILDING A BRAND EXPERIENCE VISUALLY AND EXPERIENTIALLY COMMUNICATES VALUES AND CULTURE

THE LOGOTYPEOften the terms brand and logotype are confused. A brand is a cluster of perceptions created intentionally, to communicate an organization’s values, character and aspirations. A logotype is simply one way to interpret and graphically articulate those values and aspirations visually. The Word Made Flesh logotype of a bird rising like the Holy Spirit builds a consistent brand image even if the colors change. The word mark style is also a consistent feature that portrays an edgy, modern and natural feeling.

COLORS REFLECT BRAND VALUESTo display the natural and incarnational values of Word Made

Flesh, distinctive colors were chosen to give an earthy and rugged feeling while still exemplifying the modern and confident side of the organization.

confident natural earthy rugged modern

140 136 144 91 21150 150 113 98 18040 75 54 117 82

RGB

FONTS REFLECT BRAND VALUESBoth old and new are represented in the Word Made Flesh brand

– a mix of wisdom from the past with all the advantages of communicating through modern technology. This is visually translated through a modern font with handwritten highlights.

HEADINGSABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham bold ALL CAPS

Body text standardABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham bookabcdefghijklmnopqrstuvwxyz

Quotes and Emphasis Handwritten font such asABCDEFGHIJKLMNOPQRSTUVWXYZ Note This or Dali

abcdefghijklmnopqrstuvwxyz (free at www.dafont.com)

BUILD THE BRAND

Consistent and repetitious visual cues build the brand through familiarity and a brand promise

NOW SHARE THE EXPERIENCE

values + culture logotype + colors + fonts