Loretto Community logo & brand identity
This religious community had a dated, inconsistent look. We made them a whole new identity that's organic, inviting, colorful, and super usable.
The Loretto Community is a non-profit organization of Sisters of Loretto and Loretto Co-members. They have a historical home in Nerinx, Kentucky, but also live and work all over the world.
Loretto came to us in need of change. Their current visual look was inconsistent, dated, and hard to use. They knew they wanted us to help them completely redesign two comprehensive websites. But first, they knew they needed branding that better reflected their community and served their stated goals.
Logo creation process
Discovery & research
The Loretto Community wanted to update, stylize, and standardize their visual identity. The refreshed logo & branding needed to build on Loretto’s signature green color to create a modernized, cohesive visual look and feel.
We knew helping the Loretto communications team through a brand identity visioning process would be a worthwhile journey for everyone.
First, we started with a brand audit of the existing logo and graphics. We had Loretto gather all of the various uses of the brand, including on their website, magazine, and other publications. Additionally, we asked them to gather significant imagery, art, and graphics that had been used to represent the Community out in the world.
Building on Loretto’s foundations, we designed a new logo in collaboration with the communications team, who sought feedback from a special group of identified stakeholders.
The new handwritten logotype updates the previous branding elements to be natural, inviting, and energetic. The identity balances sophistication and friendliness to reflect the active, diverse Community.
For the logotype itself (“Loretto Community” words), we intentionally created an organic, non-rigid, oval shape with no right angles or harsh corners. We started with a hand-drawn treatment for the word “Loretto,” then carefully refined the letterforms for maximum legibility and personality. Then we added a clean typed “Community” below. Finally, we enclosed it in “hand-cut felt” bounding shapes, inspired by the fantastic cut felt banners created by Bob Strobridge.
We created a primary “Patch“ logo, featuring the white logotype placed in a Loretto Green patch. But we intentionally left room to play (within reason). These hand-cut felt bounding shapes can be flexible, allowing for a variety of tactile and friendly variations.
The Futura typeface has been used as part of the Loretto Community visual representations for decades. Linking the new logotype to this history, we chose to continue to utilize this font in a modern, legible way.
Color palette and brand extension
Loretto Community was not unique in having a single brand color. Like others in this position, they struggled with how to use the brand online and in printed pieces. We knew an expanded color palette was necessary to bring the logo into a beautiful, branded context.
The vibrant color palette is inspired by the spirit of Loretto’s people and places! We pulled hues directly from the Community’s banners and their Motherhouse grounds. Then we carefully chose colors that could integrate the “Loretto Green” of the past into a fresh, expanded palette. The result is super usable for both digital and print pieces.
And since we were also working with the Loretto Community on two big website redesigns, we included a variety of tints and neutrals that could properly expand the brand identity to web use.
In particular, we paid close attention to the contrast ratios of these colors in combination. In the brand guide we provided at the end of the project, we included a comprehensive chart to indicate which colors could be used together to be read clearly and meet accessibility standards.
The identity, color palette, and hand-cut felt edges transferred perfectly to the comprehensive website we also built for the Loretto Community. And possibilities for print pieces, digital newsletters, and other physical applications are endless!