Lutheran Disaster Response > LDR Style Guide

LDR style guide
A guide to properly using the LDR signature

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The LDR signature consists of the graphic and logotype.  The tagline is an optional part of the signature, but it should be used whenever possible.

What does the signature mean?
The cross symbolizes the passion and resurrection of Jesus Christ.  The water represents baptism, the symbolic burial of sin and beginning of a new life in Christ. Floods can wash away homes and destroy ways of life, but a new life begins.  The shelter represents both destruction and rebuilding—where we meet survivors of disaster in their journey of recovery.  The name and tagline identify our mission and ministry as well as those whom we represent.

When should the signature be used?
The LDR signature can be used on any communication including letterhead, mailing labels, memos, faxes, business cards, envelopes, brochures, press releases, advertisements, public service announcements, and Web sites.

It can also be used on promotional materials like signage, attire, promotional giveaway items, and presentations.

Improper use of the signature
Visual consistency of the LDR signature is vital to preserving brand integrity and recognition.  For this reason, it may not be compromised, truncated, or corrupted in any way:

        • Do not add special effects
  • Do not change the typography
  • Do not abbreviate the logotype
  • Do not reposition any of the elements in the signature
  • Do not angle the signature
  • Do not decorate or add any artwork within the signature

Elements of the signature
The font of the logotype is Garamond.  The standard colors of the signature are dark green (PMS 357) and light green (PMS 377).  In a single-color format, the dark green should be used.  The signature may appear in colors other than green, but other edits are not allowed (see above).

Use of multiple logos
No other logo may compete with the LDR signature, including the logos for ELCA or ELCA Domestic Disaster Response, LCMS or LCMS World Relief and Human Care, or the logo of any LDR affiliate agency.  Additional logos should only be used in cooperation with the LDR logo.

In instances of co-branding (for example, a LDR-supported long-term recovery committee), the umbrella organization should have the largest logo, and the supporting organizations should all have smaller yet equal-sized logos.

Size of signature
When opening the signature files, the image will be very large.  They are saved this way intentionally to allow for scaling to any smaller size without skewing the image.  The recommended minimum size of the signature is 1.5" wide, maintaining the aspect ratio.

If you have questions about these signature identity standards or the proper use of the LDR signature, please contact Michael Nevergall at michael.nevergall@elca.org.

Emblem colors are designated according to the Pantone Matching System (PMS) to ensure correct use of color ink.  (PANTONE is a registered trademark of Pantone, Inc.)