4.1 Visual Design Principles

Because all Church communications—whether produced at headquarters or in a local area—follow standards found in this guide, they belong to the same family. They feel recognizable both individually and as part of a coherent, Church wide collection. The following principles help unify our visual communications:

1. Instantly Recognizable

Without reading a single word, a person should be able to identify a communication as coming from The Church of Jesus Christ of Latter day Saints. Effective communication begins with using approved colors, fonts, and other standards, but it goes further. Each piece feels in keeping with the overall look and spirit of other Church communications.

• If the Church name and symbol were removed, would someone still recognize this as coming from The Church of Jesus Christ of Latter-day Saints?
• Does this feel immediately familiar alongside other approved Church materials?

2. Doctrinally Aligned

Visual designers working on Church materials carry the same responsibility for doctrinal accuracy as writers do. Image selection, depictions of Deity, visual hierarchy of language, and other design decisions help communicate in a way that invites the converting power of the Holy Ghost.

• Do images intentionally align with the words and intent of the communication?
• Does the visual tone and design hierarchy reinforce the doctrinal message?
• Are there visual elements that could carry unintended meanings?
• If the text were removed, would the visual message alone be accurate and appropriate?

3. Simple and Focused

The gospel of Jesus Christ is, as Elder Stevenson has taught, “beautifully simple and simply beautiful.” Each aspect of Church visual design serves the message and its audience. Consider the power of simplicity over decoration. We strive for designs that are intentional, uncluttered and that illuminate the message.

• Can you easily identify the most important thing this design needs to communicate?
• Does the design hierarchy support a clear path to understanding?
• Does each visual element serve the message?
• What is lost (or gained) by deleting a visual element?

4. Audience Informed

The Savior met people where they were. He spoke to fishermen using the language of fishing, and to scholars using the language of the law. Church visual design does the same. We consider who will receive this communication, where they are spiritually, and in what context they will encounter it.

• Does the audience and their context for this communication shape its design choices?
• Is the level of formality appropriate for where this will be seen and how it will be used? (see section 4.3)
• Does this design prioritize the audience’s needs over creative preferences?

5. Appropriately Reverent

The overall spirit of the design honors the Savior and respects the dignity of His Church. Through design factors such as color intensity, typography scale, imagery style, and layout energy, we communicate a visual tone that is in keeping with a sense of reverence. While a youth theme poster and a temple open house invitation will look different, both reflect a level of sacredness appropriate to the Savior’s Church.

• Does the overall tone of this design reflect its message?
• Is the content of this design appropriate to the setting where it will be seen and used?
• Does anything feel irreverent, dismissive, or in poor taste—even unintentionally?
• Is at least one Communication Attribute readily apparent? Is there any dissonance with a Communication Attribute?

6. Process-Grounded

Strong communication begins with a shared process. Involving VIO and other partners early helps ensure concepts develop in alignment with Church Communication Guide standards from the start, making reviews smoother and more productive.

• Has the VIO been involved in this project from the beginning, not just at final review?
• Have all agencies and vendors working on this project received relevant style guides?
• Is there a designated creative owner or agency accountable for visual consistency across all workstreams?
• Are all stakeholders—VIO, PSD, CCD, Correlation and so forth—being included before concepts are presented to Church leadership?