Theology of the Body Institute Branding Guide

Br anding Guide 2019

Br and New Br and As we celebrate our 15-year anniversary, the Theology of the Body Institute is excited to reveal a new brand identity to accompany our bright future. Designed by Jacob PopÄ?ak, this logo beautifully sums up the work and mission of the Theology of the Body Institute to help men and women realize how their bodies, along with all of creation, proclaim, reveal, and invite them to participate in the fulďŹ llment of their deepest longings: the marriage of heaven and earth revealed in the womb of Mary, Star of the New Evangelization.

M andorla

Behind the M ark Our new logo incorporates the sacred symbols of Our Lady of Guadalupe, whom St. John Paul II declared “Star of the New Evangelization.” The stars and flowers symbolize the marriage of heaven and earth while their coming together forms a shape common in sacred iconography called a mandorla (Italian for “almond”), which also symbolizes the marriage of the divine and the human consummated in “the bridal chamber” of Mary’s womb (St. Augustine).

The circle itself represents the Infinite while the blue color of the flowers and sky references the Romantics’ symbol of creation’s longing. Finally – in keeping with the message of Guadalupe – the large flower symbolizes the flourishing of a culture whose people have opened their longing to God.

Guadalupe

Blue Flower

CMYK: 100, 94, 22, 6 RGB: 31, 31, 126 HEX: 1F1F7E

In Living Color The colors associated with the Theology of the Body Institute have remained consistent from the previous brand identity: blue and white, with occasional gold accents.

The logo can appear in blue on light backgrounds and white on dark backgrounds, but never gold. Preference should always be given to the blue version over the white in promotion.

CMYK: 7, 36, 66, 0 RGB: 220, 174, 106 HEX: DCAE6A

PRIM ARY SECONDARY

Sensing a Pattern The Theology of the Body Institute brand identity also makes use of two patterns, both of which pull from the motifs of the logo.

The ower pattern is available in blue and gold, plus a version in which the owers are reversed out of a blue background. The stars are available in gold and white, plus versions where the stars are reversed out of blue and gold backgrounds. These patterns can be reduced in transparency or can gradient fade (as seen on the cover of this document), but no other colors are permitted.

Consistency When placed, ample space should be given to allow the logo to breath. Allow at least the thickness of the outer border between the logo and other elements.

The logos provided must not be edited beyond the basic scaling required for incorporation into a design. As previously stated, any attempt to adjust the colors is probhited. Similarly, the logo should never be squashed, stretched, or paired with a drop shadow or similar eect.

Finally, careful consideration should be paid to the dierences between the dark and light versions of the logo. The light version adds a border line to the Mandorla, allowing the stars to remain light. In the dark version, the stars are reversed out. Because of this dierence, the dark logo should never be made light or vice versa.

Aesthetic In the past, the Theology of the Body Institute’s sleak and academic branding has stood in contrast to the rustic environment in which students find themselves when attending a TOBI course. Our new brand, however, leans into this aesthetic, fully accepting the rugged, human, and earthy elements at the core of our mission. Promotional materials therefore should similarly lean into this aesethetic, utlizing rustic elements, natural imagery, and “vintage” textures to communicate who we are to the world.

Type The primary fonts for the Theology of the Body Institute are Trajan Pro and Open Sans, both of which have been grandfathered in from the previous brand identity. Trajan Pro carries with it an academic, traditional look that gives the Institute an elevated edge, whereas Open Sans is agreeable and easily legible, just like the teaching of the Institute.

I’m Open Sans at L1 (36px), Semibold. Use me for some headings!

I’m Trajan Pro at L1 (36px). Use me for headlines when the logo isn’t nearby.

I’m Open sans at L2 (18px), book. Use me for subheads.

I’m Open Sans at L3 (15px), book italic. Use me for brief, isolated quotes and sentiments.

I’m Open Sans at L4 (10px), book. Use me for body copy in print.

Designed by JacobPopcak.com