Potential clients can even evaluate a company’s values, products, or services that it sells simply by viewing its logo. Therefore, most businesses want to make their logo unique, wonderful, and attractive to the target audience.
Four years ago the Church of Jesus Christ of Latter-day Saints unveiled a new logo. Church Prophet and President Russell M. Nelson announced the update and explained its significance during the Saturday evening session of the April 2020 general conference. President Nelson said this new symbol is a continuation of the effort he felt inspired to initiate in August 2018 to focus on the Church’s divinely revealed name.
The Church’s logo 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.
The design has biblical roots. The Apostle Paul, using a construction metaphor in a letter to the 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.
Marketing legend and author Al Ries said, “A logotype should … fit both eyes. If you want ultimate visibility, the logotype should be horizontal. The perfect proportions of a logotype are about one unit high and two and a quarter units wide; that's about the perfect proportions.” https://www.youtube.com/watch?v=GZ0W-_9gTH8
The Church currently employs two versions of its 2018 logo, the design featuring the Christus, and a condensed, type-only version. Which one better catches your eye, or delivers "ultimate visibility"?
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