MLS Brand Guidelines

Introduction

The Michigan Lutheran Seminary (MLS) brand spans far and
wide, and exists to help spread the mission of Christ and our
school.

The mission is to prepare high school students for the public
ministry of the gospel. Our brand/style guidelines help us tell
our MLS story. Whether in person, online – through social
media, or through print, people form opinions based on what
they can see. We have created a set of rules/guidelines to help
communicate efficiently and effectively to our audience(s).
These guidelines are designed to ensure that all MLS
communications, big or small, are authentic, cohesive
reflections of the Michigan Lutheran Seminary brand.

Share The MLS Mission with Others!

Thank you for helping us spread the word about MLS and our mission! Below are resources you can use in your church or school, or share with family and friends.

MLS BRAND GUIDELINES

THE MLS REPORT

MLS CONCERT CHOIR SCHEDULE

MLS PROMOTIONAL POSTERS

MLS PROMOTIONAL VIDEOS

CARDINAL STORE (BSN)

Logos & Standards

We are one brand with many different departments, offices, teams, and organizations under one visual identity. We help strengthen
Seminary’s brand, recognition, and professional appearance when we know and follow these basic branding standards.

Logos

Official Shield Logo – The official Michigan Lutheran Seminary was implemented in 2013. The logo consists of two parts: the
wordmark “Michigan Lutheran Seminary” and the shield (coat of arms).
Official Cardinal Logo – Our mascot logo is widely known throughout Athletics Department and Student Activities. The Cardinal
design was implemented in 2022.
Seminary Seal – This is the foundation of the graphic identity system. The official Michigan Lutheran Seminary Seal reflects the school’s rich history, Lutheran heritage, and mission of preparing students for lives of Christian service. At the top of the crest rests the Cardinal, the school’s mascot. Beneath the cardinal are the letters I.N.I.—the Latin phrase In Nomine Iesu (“In the Name of Jesus”)—along with the date September 13, 1910, commemorating the day Michigan Lutheran Seminary became a school of the Wisconsin Evangelical Lutheran Synod. The lower portion of the seal is divided into two sections. On the left is Luther’s Seal (the Luther Rose), representing the Lutheran faith. On the right is an image adapted from the State Flag of Michigan, symbolizing the school’s Michigan roots. The surrounding foliage signifies strength, growth, and enduring tradition, while the banner beneath proudly bears the name Michigan Lutheran Seminary.

Standards

Our Shield Logo represents us at the highest level. It acts as our signature, and stamp of approval. It should remain consistent through
our messaging, and used in official academic and administrative purposes.

Minimum Size

To maintain legibility, the MLS Shield Logo should never be reproduced in small sizes. Use the following guidelines for web/print:

For web: at least 96 Pixels in width
For Print: at least 1 Inch in width (96 ppi)

Clear Space

To maintain legibility and visual impact, our mark always must have clear space around it that is not infringed upon by text or other visual elements. Use the width of the “M” from MLS as a gauge to determine if the mark has sufficient clear space surrounding it.

Print Variations

The Shield Logo may be reproduced in 3 different color variations for print. White is also allowed. For a full list of color codes please visit the Fonts & Colors section.

Full Color

Red
C: 0%
M: 99%
Y: 97%
K: 0%

Single Color (B/W)

Black
C: 75%
M: 68%
Y: 67%
K: 90%

Single Color (B/W)

White
C: 0%
M: 0%
Y: 0%
K: 0%

Incorrect Uses

Please avoid these common violations to ensure the mark remains legible.
Sometimes a minimal drop Shadow/inner shadow is acceptable to use to create depth and help legibility
(usually best used on a white background.)

PIXELATED

Do NOT use a pixelated version of the Shield Logo. A high quality version is available upon request.

TILTED

Do NOT reorient the Shield Logo.

RECONFIGURED

Do NOT reconfigure individual assets within or around the Shield Logo.

BLURRED

Do NOT use a blurry version of the Shield Logo. A high quality version is available upon request.

CROPPED

Do NOT cut parts of the Shield Logo out.

MIS-COLORED

Do NOT use a darker or lighter version of the Shield Logo. Appropriate color variations are full color, black or white, single color red.

EFFECTS

Do NOT add extra effects such as glows, bevels, texture, or contour to the Shield Logo.

DISTORTED

Do NOT skew or distort the Shield Logo.