Come Monday, March 30, there will be a new way of identifying the Archdiocese of Milwaukee. It comes in the form of a new brand/logo – the first change in the logo in more than 20 years.

The new logo for the Archdiocese of Milwaukee was adapted from the logo of the 2014 Archdiocesan Synod. It includes visual references to the Trinity.The request for the new logo was made by Archbishop Jerome E. Listecki in his post-Archdiocesan Synod declaration on Sept. 14, 2014.

Noting that a logo was developed to give the synod “a distinctive mark,” the archbishop wrote, “As a way of symbolizing our commitment to implementation of the synod priorities, I would ask that this synod logo be adapted to become the archdiocesan logo, including visual references to the Trinity, God the Father, Son and Holy Spirit.”

According to an explanation provided by the archdiocese’s office of communications, which oversaw development of the design, the logo represents the Trinity. With a reference to 1 Kings 19:12, the “gentle wind signifies God the Father.” God the Son is represented by “the host and cross,” while “the dove and flame symbolize God the Holy Spirit.”

The sacraments of initiation are reflected by the blue wave (baptism), the host (Eucharist), and the red flame and dove (confirmation).

The communications office explanation also notes that the “flame and dove capture our openness to the Holy Spirit” and the “cross signifies our redemption by God’s love through Christ’s death and resurrection.”

The logo is designed in such a way that it can be incorporated into the name of archdiocesan offices, programs and events. There is also a Spanish version.

The guidelines that address how the logo is to be used state, “The stacked text and traditional font convey stability and purpose. All together, the logo elements show our archdiocese is ready to ignite, renew and energize.”

Archbishop Listecki told the Catholic Herald, Tuesday, March 24, that the new logo is “a constant reminder of the vision and experience that’s been created by the people of the archdiocese. It will be right there in front of us.”
The archbishop hopes people who see the logo will be curious and ask, “What is this?”

“We can tell the story that is associated with it – the defining new moment that was the Archdiocesan Synod,” he said.

As the new logo is similar to the logo used for the synod, Archbishop Listecki noted the only modification from the synod logo to the archdiocesan logo was the addition of three “waves,” to the left of the dove, that represent the presence of God the Father.