BRANDING GUIDE This guide provides the fundamental elements and guidelines necessary to communicate our brand values effectively and maintain the integrity of our visual and verbal identity. VISUAL IDENTITY In the context of branding for Lutheran SeniorLife, visual identity refers to the visual elements that represent and communicate the organization’s brand. It includes the design components that create a cohesive and recognizable look across all materials and platforms, helping to establish and reinforce Lutheran SeniorLife’s brand image and values. Key components of Lutheran SeniorLife’s visual identity include logo, color palette, typography, imagery and design elements. See page 4. VERBAL IDENTITY Verbal identity for Lutheran SeniorLife encompasses the language, tone, and messaging that the organization uses to communicate its brand values, mission, and services. It defines how Lutheran SeniorLife speaks to its audience and ensures that all communication is consistent, clear, and reflective of the organization’s identity. Key components include voice, tone, storytelling, language style, and consistency. See page 12.
2 / Lutheran SeniorLife Branding and Communications Guidelines / www.LutheranSeniorLife.org
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