The Church of Jesus Christ of Latter-day Saints, often colloquially referred to as the LDS Church or Mormon Church, has undergone significant shifts in branding and visual identity in recent years. These changes are intended to better align the Church’s public image with its doctrinal emphasis on Jesus Christ. Central to this initiative is the redesign of the Church’s official logo, which now features a symbolic representation of Christ and draws from both religious tradition and modern design sensibilities.
TLDR
The Church of Jesus Christ of Latter-day Saints updated its official logo to emphasize the central role of Jesus Christ in its doctrine and public identity. The new design includes an image of Christ inspired by Thorvaldsen’s statue and more prominently displays the Savior’s name. This rebranding reflects the Church’s direction to distinguish itself from nicknames like “Mormon,” and to clarify its Christian foundation. Symbolism in the logo reflects deeper theological meanings and a desire to unify Church messaging globally.
The Purpose Behind the Rebranding
Since its founding in the 19th century, the LDS Church has grappled with how its identity is perceived externally. For decades, the nickname “Mormon Church” became the common parlance for the religious group, deriving largely from its key scriptural text, the Book of Mormon. However, beginning in 2018, Church President Russell M. Nelson emphasized the importance of using the full name of the Church, stating that this was a matter of doctrinal correction rather than simply marketing. The updated logo is a powerful visual extension of that emphasis.
According to President Nelson, “The name of the Church is not negotiable. When the Savior clearly states what the name of His Church should be, and even precedes that declaration with ‘Thus shall my church be called,’ He is serious.” Answering that call, the Church sought a bold visual realignment. The logo was revealed in April 2020 during General Conference, marking a new chapter for its public image.
Symbolism Within the New Logo
The new logo is rich in symbolism, each element carefully selected to communicate the spiritual messages central to the Church. The most prominent features include:
- The Image of Christ: At the center is a representation of the statue “Christus” by Danish sculptor Bertel Thorvaldsen. This iconic image has been used to represent the Savior in LDS temples and visitor centers for years. In adopting it as the central visual element, the Church makes clear its focus on Jesus Christ.
- Typography and Emphasis: In the logo, the words “Jesus Christ” are presented in large, bold type, reinforcing His pivotal role. The remaining words of the Church’s name appear in smaller font sizes, allowing the Savior’s name to stand out visually and theologically.
- Framing Arch: Behind the image of Christ is a rounded arch that evokes the resurrection tomb door, symbolizing Christ’s triumph over death and His divine role as Redeemer of the world.
Global Considerations in Design
The Church of Jesus Christ of Latter-day Saints operates in more than 190 countries, and its materials are published in over 100 languages. The design team for the new logo faced the challenge of developing a symbol that would resonate worldwide. Beyond aesthetic values, cultural universality and doctrinal clarity were priorities.
The selection of the Christus statue was particularly strategic. Being both historically reverent and visually powerful, it transcends language and culture while firmly anchoring the Church’s identity in Christ. The clean lines and modern look of the logo also appeal to younger generations, digital platforms, and mobile devices, which are increasingly the primary vehicles for religious engagement globally.
Background: The Evolution of LDS Branding
Church branding is not a new effort. In fact, earlier logo iterations over the last century have seen varying degrees of emphasis on different theological and institutional aspects. It wasn’t until 1995 that the Church first redesigned its logo to give more emphasis to the name “Jesus Christ,” and the 2020 redesign took it a step further. This evolution parallels a broader institutional initiative to define itself within mainstream Christianity and to distance the Church from the term “Mormonism,” which some leaders have described as inadequate or misleading.
In past decades, a number of Church initiatives used the term “Mormon” prominently, such as the well-known “I’m a Mormon” campaign. However, these efforts have largely been phased out in favor of branding that reflects a full and reverent usage of the Church’s divinely revealed name.
Digital Integration and Consistency
Another factor influencing the rebrand was the need for consistency across an ever-expanding range of digital platforms. From official websites to apps, conference broadcasts, and church-produced media, a single unifying logo helps anchor Church identity amid a sea of online content. The simplified, scalable design suits both large signage and tiny app icons, ensuring legibility and recognizability across all formats.
Key benefits of the updated branding in digital contexts include:
- Improved navigational clarity on official Church websites
- Stronger visual presence on social media channels
- Unified aesthetic across global Church materials
- Clearer association between media and official doctrine
Reactions from the Global Membership
Reactions to the new logo and rebranding effort have been mixed, albeit mostly positive. Many members have expressed appreciation for the clarity and Christ-centered emphasis, particularly in mission fields where the Church seeks to establish a unique Christian identity. Critics, however, have raised concerns over the costs associated with rebranding and some have expressed nostalgia for older, familiar identifiers such as the “Mormon” name and related icons like the Salt Lake Temple silhouette.
Yet leadership has remained consistent in its messaging: just as one would call a church by the name of its founder—Christ—so too should His restored Church reflect His name in all its outward expressions. This reiteration from the top levels of the Church’s organizational structure continues to guide the implementation of the branding across all levels of operations, from printed materials to signage and even local congregational communication.
Symbolism as Theological Messaging
More than a branding strategy, the logo carries theological weight. It reinforces the belief that through the Restoration, the full Gospel of Jesus Christ has been reestablished on the earth. With the Christus at its focal point, the logotype serves almost as a visual testimony, affirming what members believe to be Christ’s active leadership of His Church in modern times.
In this sense, the logo isn’t just a brand—it’s a declaration of faith. It encapsulates the Church’s teachings on:
- Jesus Christ as the Son of God and Savior
- His life, death, and resurrection
- His guidance of the restored Church through living prophets
Conclusion: A Shift with Purpose
The redesigned logo of The Church of Jesus Christ of Latter-day Saints is much more than a modern visual refresh—it is a doctrinal statement rendered in design. As contemporary institutions navigate digital media and global communication, the Church’s logo stands as a powerful synthesis of timeless belief and modern outreach. By placing Christ at the visual and spiritual center, the Church reaffirms not only its name but its mission.
Whether viewed from a branding, theological, or cultural lens, the new logo encapsulates the core values of a global faith striving to represent its deepest convictions with clarity and purpose.