LDS Logo PNG
The LDS logo makes one stop and look into God’s eyes, peer into one’s soul, and ponder faith in the Almighty. It offers tranquility and peace, invites dialogue with Heaven, and points the way to problem-solving. Its purpose is to attract more followers to this denomination.
LDS: Brand overview
Meaning and History
Although the roots of the Mormon church date back to the first half of the 19th century, it emerged in its modern form about a century later. It then acquired its final identity, backed by a concept. As a result, each of its temples has a specific design and a unique emblem characteristic of this religious movement. Based on spiritual principles, it contains church motifs expressed through the style of the inscription, structure, graphics, and even colors.
However, until 1974, The Church of Jesus Christ of Latter-Day Saints lacked a consistent and common visual identity. Randall Smith and his team created the LDS logo, and the main spiritual body approved the emblem in 1975, even though it resembled a layered pie.
What is LDS?
LDS refers to the Mormon church, whose abbreviation stands for Latter-Day Saints. Its full name is The Church of Jesus Christ of Latter-Day Saints, or LDS Church. It was founded by Joseph Smith in 1830 as the religious organization Church of Christ, which was later split into three denominations. Initially, the main administration was concentrated in the Fayette area of New York, but over time, it relocated to Salt Lake City, Utah. The denomination now has over 17 million followers.
1975 – 1995
The emblem is textual. It presents the name of the Mormon church, divided into four lines: “The Church of,” “Jesus Christ,” “of Latter-Day,” and “Saints.” Their lengths differ because of the unequal number of words and the absence of a common vertical alignment boundary. Therefore, the first and third rows extend far to the left, the second to the right, and the fourth is approximately in the center. The inscription is in uppercase with thin glyphs that widen at the ends, resembling serifs. The concise “J” is particularly striking. Usually, it is a restrained letter, but here, due to its expansion, it visually enhances the word “Jesus,” set in the Baker Signet BT font. The font’s author, Arthur Baker, created it for VGC ten years earlier.
1996 – 2019
The modified LDS logo also lacks graphic elements – it’s text-based. Yet, it exudes a sense of high aesthetics, as the lines (a three-tier emblem) are perfectly aligned horizontally. The transition from a four-line to a three-line inscription is not just about the emblem’s appealing look but also other significant factors. One is psychological. Surveys showed that a logo with uneven rows did not inspire trust in people, was not appealing, and did not create a favorable image of Christ. Whereas three lines fit well into the church’s trinity image: the Holy Spirit, God, and His son Jesus. This logo generates a Christocentric impression, focusing on religious themes and appearing as a welcoming invitation.
The font is significantly modernized, based on Roman inscriptions once found on columns of ancient sanctuaries. Adrian Pulfer and McRay Magelby developed it using the HTF Deseret typeface from Jonathan Hoefler of the Hoefler Type Foundry (then Hoefler & Frere-Jones). The elegant glyphs look great in any weight, allowing for subtle emphasis on specific text segments. The authors utilized this feature by highlighting the words “Jesus Christ”: the uppercase letters in the middle line are twice as large as those in adjacent lines.
2020 – today
Maintaining the previous style of inscription, designers added a full-body image of Christ. He stands in a blue archway, draped in a flowing garment. This is a himation – a rectangular piece of cloth thrown over a chiton. The soft folds, gentle curls on the shoulders, open palms, humble gaze, and welcoming gesture positively affect the subconscious, inspiring trust and the desire to accept the invitation. The statue stands on a thin white line separating the text. Interestingly, all lines are now of equal length, aligned on both sides.
Fonts and Colors
Despite seeming uniformity, the LDS logo uses several types of fonts. The early version features the inscription in the free Baker Signet BT typeface, created by Arthur Baker. In other versions, the text is set in the custom-designed HTF Deseret, developed by Adrian Pulfer and McRay Magelby. In all instances, the letters are uppercase, semi-bold, with miniature extensions at the ends. Their closest analog can be found in the Trajan font.
The emblem’s palette is restrained, reflecting the seriousness of the theme. It mainly features a classic black-and-white combination, although the background can vary depending on the building material where the sign is placed. Later, monochrome was supplemented with a blue spectrum of several shades. This choice is linked to the color’s association with the sky, hope, and faith. Additionally, it’s traditionally believed that Jesus wore a blue himation.
