Word Made Flesh holds key values of ecumenicity, incarnation, humility, and contemplative activism that define their identity and brand. These values are conveyed through communications and experiences and reflected in their culture and norms. Their brand identity is built visually and experientially through a logotype of a rising bird, earthy colors, and a mix of modern and handwritten fonts to communicate their values of being modern, natural, and drawing from both new and old traditions.

1. WORD MADE FLESH
BRAND IDENTITY

2. VALUES DEFINE THE BRAND
Word 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 HUMILITY
CONTEMPLATIVE
ACTIVISM

3. 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

4. BUILDINGABRAND EXPERIENCE
VISUALLYAND EXPERIENTIALLY
COMMUNICATES VALUESAND
CULTURE

5. THE LOGOTYPE
Often 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.

6. COLORS REFLECT BRAND VALUES
To 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 91 211
50 150 113 98 180
40 75 54 117 82
R
G
B

7. FONTS REFLECT BRAND VALUES
Both 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.
HEADINGS
ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham boldALLCAPS
Body text standard
ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham book
abcdefghijklmnopqrstuvwxyz
Quotes and Emphasis Handwritten font such as
ABCDEFGHIJKLMNOPQRSTUVWXYZ Note This or Dali
abcdefghijklmnopqrstuvwxyz (free at
www.dafont.com)

8. BUILD THE BRAND
Consistent and
repetitious visual
cues build the brand
through familiarity
and a brand promise

9. NOW SHARE THE
EXPERIENCE
values + culture  logotype + colors + fonts