The Lutheran World Federation Develops New Visual Identity

New Logo Is a Dynamic Expression of the Lutheran Communion

The Lutheran World Federation (LWF) has begun rolling out its new visual identity including a new logo. It will be officially launched together with a redesigned LWF web site on 12 June during the LWF Council meeting.

The new logo represents a reinterpretation of Martin Luther’s seal, also known as the Luther rose, and includes five elements—a cross, ring/circle, Luther rose, dove and a hand.

The LWF Council took the decision to develop a new visual identity at its meeting in June 2012. Committee work and a creative development process began soon after, leading to a first presentation of a new visual identity to the Meeting of Officers in November 2012 and a subsequent approval by the governing body in January 2013.

The visual identity draws inspiration from the long-standing history of the LWF, and reconnects in a new way with the roots and identity of the Lutheran tradition, showing the close links between the foundational vocation of LWF’s work and the communion’s shared purpose for the future.

It also reflects the LWF vision, as stated in the LWF Strategy, underlining the main expressions of Lutheran identity—evangelical, sacramental, diaconal, confessional and ecumenical.

In the new visual identity, LWF’s commitment to holistic mission (proclamation, service [diakonia] and advocacy) is symbolized by the various graphic elements. The cross is a symbol of faith, and the Luther rose represents the Lutheran identity. The circle stands for the communion of churches, of people and the world; while the hand illustrates diakonia and service to humanity. The dove expresses reconciliation, with the leaf in its beak symbolizing creation. Please click for a more detailed theological explanation of the logo elements.

The LWF logo currently being phased out was designed in 1970. The new logo builds on the Luther rose, which many LWF member churches use as their emblem. The Luther rose was also the base for earlier LWF logos dating as far back as 1949.

“We are excited to use this new logo, which builds on our history and our roots as a Lutheran communion, and at the same time portrays the dynamism of our mission as a worldwide communion of churches that is called to proclaim the gospel, serve the neighbor, and advocate for a just, peaceful and reconciled world,” says LWF General Secretary Rev. Martin Junge.

For more information, please contact Heidi [dot] Martinussen [at] lutheranworld [dot] org