Client:  Messiah Lutheran Church & School

Brand standards

After past brand updates had been partially implemented, Messiah Lutheran Church & School lacked brand guidelines to make sense of and help communicate the branding changes. Though the in-house creative team was committed to presenting the church and school with excellence, they were left with an incohesive mix of visuals and no clear brand voice. The team needed clear, thorough brand standards to help the church and school move into its next season.

Church brand standards

The church loves its recently designed logo, so we built its brand standards on that foundation. The brand guide clearly lays out logo usage and how to handle logo variations. We established supporting typography and a complementary color palette. Using these fonts and colors, we developed a system for branding individual ministries—giving them their own personality while maintaining brand alignment. We updated a commonly used set of icons to fit better with the overall church brand. The brand standards further included guidance on photography and social media posts. Verbal standards defined the brand voice and outlined best practices.

School brand standards

Parents and students often say, “there’s something different about Messiah,” but the school struggled to articulate that difference. We developed core messaging that captures the Messiah difference in a few sentences. Supported by verbal standards defining the brand voice, the school’s creative team is equipped to communicate what makes Messiah special.

The school mascot, a roaring lion, had taken over as the primary school logo. As part of the brand standards, Messiah asked us to develop a real logo based on the church and to define when and how to use this logo versus the mascot. The school’s existing colors and typefaces were very mature, appealing more to parents than students. We developed a school spirit palette that can be used on student-facing communications with colors and fonts that are child-friendly and brand aligned.

About Messiah

Messiah Lutheran Church & School are located in Weldon Spring, Missouri. The church is involved in local and international missions and recently hosted a Tim Tebow Night to Shine Prom for young people with special needs. The K-8 school is known as one of the best in the area and received a National Blue Ribbon from the U.S. Dept. of Education for its academic excellence.

Brand standards Messiah Lutheran Church Kettle Fire Creative church brand guide brand standards Brand StandardsMessiah Lutheran Church & School mlc covers mockup

The brand standards keep the church’s voice and visuals aligned.

Brand standards Messiah Lutheran Church Kettle Fire Creative church brand guide color palette typography brand standards Brand StandardsMessiah Lutheran Church & School mlc inside mockup 1

An extensive color palette and typography combine to create sub-brands.

Brand standards Messiah Lutheran Church Kettle Fire Creative iconography before after icons brand standards Brand StandardsMessiah Lutheran Church & School mls lll

The distressed icons didn’t align with church’s clean, modern brand.

Brand standards Messiah Lutheran School Kettle Fire Creative school brand guide brand standards Brand StandardsMessiah Lutheran Church & School mls covers mockup

The school standards define the brand separate from the church.

Brand standards Messiah Lutheran School Kettle Fire Creative school brand guide logo mascot brand standards Brand StandardsMessiah Lutheran Church & School mls inside mockup 1

The school brand guide clears up when to use the logo versus the mascot.

Let’s chat about your project.

Leave a Reply