The following guidelines are for the use of visual elements of a new synod identity, which seeks to present our church body to our members and non-members alike in the most positive way possible.

This new identity is the result of several meetings among synod administrators that explored ways to address the perceptions many both inside and outside WELS hold of our church body. It was agreed that we must once again clearly articulate the tremendous blessings we enjoy as a synod and individual Christians, Christ's love, and all that we do in response—especially proclaiming that love to the world.

Our starting point in discussions was our current synod mission statement: "As men, women, and children united in faith and worship by the Word of God, the Wisconsin Evangelical Lutheran Synod exists to make disciples throughout the world for time and for eternity, using the gospel in Word and sacrament to win the lost for Christ and to nurture believers for lives of Christian service, all to the glory of God."

Our aim was to take this statement and crystallize it in a way that resonates both with members and non-members alike. The result is a refreshed logo and a new identity phrase, or tagline, that will be used throughout all our communications and resources. Together, this new tagline and logo will help focus attention on who we are—God's people through Christ's love—and our mission, or calling.

Our logo

We've taken our traditional WELS cross and updated it to symbolize our mission to proclaim the gospel. Think of red as the color of the Holy Spirit, and the rings as the good news spreading from the cross throughout the world.

The phrase "Christ's Love, Our Calling" is not merely a short-term theme, but a new way of describing ourselves. Our new identity phrase more clearly and concisely communicates what we're about, especially to those unfamiliar with the terminology in our official title.

We believe that a positive synod identity stands to benefit all WELS congregations and organizations. We are stronger collectively than individually. When the world understands that as a church body our mission is to proclaim Christ's saving love, it will make the connection that every individual WELS member shares that same mission.

All WELS congregations and schools are encouraged to make use of our new logo wherever appropriate—on Web sites, church signs, newsletters, stationery, displays, and more. It is only through repeated use that it will become widely recognized and that a collective identity can be established.

The new logo only has value if used in a uniform way in every application. That is why we ask you to follow the guidelines outlined in this document. Together we want to establish a visual identity that tells the world we preach Christ crucified.