Noted: New Logo for The Church of Jesus Christ of Latter-day Saints
“Typeset on a Pedestal”
(Est. 1830) "The Church of Jesus Christ of Latter-day Saints, often informally known as the LDS Church or Mormon Church, is a nontrinitarian, Christian restorationist church that considers itself to be the restoration of the original church founded by Jesus Christ. The church is headquartered in Salt Lake City, Utah, in the United States, and has established congregations and built temples worldwide. According to the church, it has over 16 million members and 65,000 full-time volunteer missionaries. In 2012, the National Council of Churches ranked the church as the fourth-largest Christian denomination in the United States, with over 6.5 million members there as of January 2018. It is the largest denomination in the Latter Day Saint movement founded by Joseph Smith during the early 19th century period of religious revival known as the Second Great Awakening." (Wikipedia)
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Related links
The Church of Jesus Christ of Latter-day Saints press release
Relevant quote
“We have gone to these extraordinary efforts because when we remove the Lord’s name from the name of His Church, we inadvertently remove Him as the central focus of our worship and our lives,” said President Nelson, who has given strong emphasis to the correct name of the Church in his ministry since at least 1990. “When we take the Savior’s name upon us at baptism, we commit to witness, by our words, thoughts, and actions, that Jesus is the Christ.”
This new emblem emphasizes the name of Jesus Christ and His central role in all the Church does. The name of the Church is contained within a rectangular shape that represents a cornerstone. This idea has biblical roots. The Apostle Paul, employing a construction metaphor in a letter to the first century Saints in Ephesus, wrote that the Church is built upon the foundation of apostles and prophets—Jesus Christ Himself being the chief cornerstone. The center of the symbol is a representation of Thorvaldsen’s marble statue, the Christus. Jesus stands under an arch as a reminder of His emergence from the tomb three days after His death.
The Church of Jesus Christ of Latter-day Saints is a global family of more than 16 million members worldwide. This new symbol is being created in 110 languages—a complex process that will take several months to complete.
Images (opinion after)
Opinion
The old logo was fine with as much Trajan as humanly possible and I feel like they could have simply built on the typographic-based logo with a custom serif that looked as if it was chiseled hundreds of years ago instead of adding a very complex illustration that is going to prove very, very difficult to use. As an illustration, it’s great, with a very detailed and well executed stipple approach that is going to work perfectly at big sizes but as the footer of their website demonstrates, the fidelity of the illustration suffers quickly as it shrinks. My understanding is that this new depiction is all about celebrating the legacy, history, and grandiosity of the church but a logo that is hard to reproduce is probably not the best way to do this. The new wordmark is fine for the most part but by doing a full justification, the “OF LATTER-DAY SAINTS” text becomes the smallest part which I feel like it also defeats the purpose since the most distinctive part about the name is now the least visible. Overall, I think a full-blown effort on a custom wordmark would have been a much better direction and then using the illustration as the hero element of the identity, not the logo.
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