Introduction
Communication products from The Church of Jesus Christ of Latter-day Saints are vast—and as diverse as the members and those not of our faith who see them. Intentional design shows a deliberate consideration of the people, purpose, and place for which each product is created. Subject matter, audience, and decorum will stipulate varying degrees of formality, yet our overall visual identity remains unmistakable.
Rather than repeating a formulaic template in product categories, each communication piece should be thoughtfully and individually prepared. Intentional design allows for a range in formality of appearance based on our key design elements.
Combining colors, typography, and imagery styles from our identity standards can generate a broad spectrum of appropriate looks, from formal to informal.
Formal
When practicing intentional design, consider the source, subject matter, and ultimate setting for a product. These questions can help you determine when a product should incorporate a more formal mix of design elements.
Source
Is the source a specific or authoritative person?
Examples:
- Word of the Lord (for example, scriptures, proclamations)
- First Presidency
- Quorum of the Twelve Apostles
- General Authority
- Church organization presidencies
Content
Is the content sensitive or of a sacred nature?
Examples:
- The Atonement of Jesus Christ
- Temple ordinances
- Religious freedom
- Addiction
- Abuse
Setting
Will the product be seen and used in a formal setting?
Examples:
- Church administration
- Leadership roles
- Media communications
- Temple worship
- Official forms and paperwork
Informal
While there is a time and place for formal products, keep in mind that all research respondents—core members, less-engaged members, and individuals open to spirituality—reacted most positively to bright, inviting, optimistic designs. Most Church products will trend toward the informal side of intentional design.
Source
Is the source from the Church in general?
Examples:
- Lesson manual content
- Educational materials
- Church organization programs
- Gospel-sharing messages
Content
Is the content appropriate for a general audience?
Examples:
- Gospel principles
- Home and family
- Family history
- Church history
- Self-reliance
Setting
Will the product be seen and used in a less formal setting?
Examples:
- Classroom discussion
- Home evening
- Personal sharing
- Individual study
- Social media
4.3.0 Formal Communications
More formal colors
Used most often in largely unchanging products, the deep, rich, and timeless colors in our palette present a more dignified look.
More formal typography
A weighted or exclusive use of the McKay type families adds a level of formality to communications.
More formal imagery or layout
More formal products may use portrait-style photography and illustrations that are elegant and more subdued in style. Reserved layouts convey tradition and decorum.
4.3.1 Less Formal Communications
More informal colors
Colors are bright, vibrant, and friendly in more informal products. They suggest energy and bring a motivating feeling of confidence and joy.
More informal typography
Typography is open and approachable. Zoram creates the most informal look; it may be effectively combined with McKay for a congenial appearance.
More informal imagery or layout
Imagery emphasizes candid, real-life scenarios, even in leadership shots. Illustration can be an invaluable tool to convey metaphorical messages. Layout designs may feel less structured.
4.3.2 Flexibility in Formality
Our visual identity does not have defined levels of formality. Rather, the standards allow subtle shifts in a design toward either side of the spectrum through the treatment of color, typography, imagery, and the light graphic. The following examples show how these nuances affect a product’s overall tone.
Intentional design at work
Flexibility in formality is a subjective decision in response to the questions above about source, content, and setting. When unsure, use nuances that lean toward a more informal and personal tone.