Brand Identity
Manifesto
Hierarchy
Purpose
Principles
Architecture
Messaging
Positioning
Voice Pitches
Logos & Symbols
Core Logo
Symbol
Clear Space & Minimum Size
Color
Core Palette
Neutral Colors
Color Pairings
Typography
Introduction
Overview
Web Typefaces
Print Hierarchy
Digital Hierarchy
Accessibility
Pattern
Introduction
Art Direction
Photography
What we believe
We believe faith is not static.
It’s not something you frame, memorize, or tuck away for safekeeping. It’s a living, breathing call—to act, to grow, to lead.
Rooted in the Reformed tradition, we trust in the sovereignty of God and the wisdom of divine grace to guide us forward.
We’re grounded in tradition, but not stuck in it.
We’ve inherited pews and pulpits, yes—but also a holy imagination. And the world we’re called to love?
It’s in motion. So are we.
We walk with leaders who carry both reverence and restlessness— who ask hard questions, show up with open hands, and speak the gospel in places that don’t always have a steeple, in service of Jesus Christ.
This is formation that travels: across pulpits and protests, hospital rooms and classrooms, from communion tables to community organizing.
We resist performance. We choose presence.
We hold space for mystery and movement, grit and grace. We stretch one another—and stay through the stretch.
We speak like people shaped by story, not spin— encouraging but honest. Rooted, real, and ready.
And when the world spins faster, when the Church starts shifting, when the call gets heavy—we don’t sit back.
We move—with intention, and with love.
Because this is Faith & Scholarship in Motion. And this is who we are becoming.
Our true north
Faith is not static. It’s a living, breathing call to act, to grow, to lead. In a Church that won’t sit still, we form leaders grounded in tradition and moved by the Spirit—shaped through theological depth, spiritual formation, and real-world practice to meet this moment with wisdom and courage.
This is formation that travels. From pulpits to protests, hospital rooms to classrooms, local churches to global movements—we carry a faith that shows up, speaks out, and stays present.
It is behind every choice we make—from who we welcome, to how we teach, to what we dare to imagine. It’s the heartbeat of our mission—and the future we’re called to co-create.
Who we are & why we exist
Forming faithful leaders who move with courage, compassion, and creativity in a changing world.
Columbia Theological Seminary prepares leaders to live their faith in motion, responsive to change, and guided by the Spirit. We cultivate courage, compassion, and creativity for ministry that meets the needs of a transforming world, rooted in theology and scholarship.
How we show up
We stand firm in faith, tradition, and theological depth.
We listen, adapt, and move with purpose. We prepare leaders to meet the world’s needs with empathy, courage, and informed action.
We embrace creativity as an act of faith. New forms of ministry emerge when curiosity meets conviction.
To be added.
Why you should believe in us
We believe faith and scholarship are never still. At Columbia Theological Seminary, formation moves within and beyond the classroom—shaping leaders who think critically, act faithfully, and carry their calling into every space the Spirit leads.
Formation that travels across pulpits, protests, and communities.
Our voice is designed to reflect who we are: rooted, real, and ready. We communicate with clarity, credibility, and courage, inviting leaders, learners, and communities into formation that is both faithful and forward-moving. We should consistently and confidently convey our commitment to rigorous scholarship, Spirit-led action, and transformative ministry, showing how faith and learning move beyond the classroom into every pulpit, protest, and community.
• Use clear, straightforward language that reflects real people and real experiences.
Speak with honesty and integrity
• Avoid jargon or abstract theological language unless it serves clarity and engagement.
• Example: “We prepare leaders to carry faith and scholarship into every space the Spirit leads.”
• Highlight possibility, growth, and transformation in your messaging.
• Speak to the hope and potential in ministry and personal formation.
Encourage curiosity, courage, and action
• Example: “Your calling doesn’t stop at the classroom—it moves with you into the world.”
• Anchor messages in tradition, theological depth, and rigorous study.
• Convey stability, trustworthiness, and thoughtful reflection.
Stay rooted in faith and scholarship
• Example: “Our formation is built on Scripture, Reformed theology, and a commitment to the Church.”
Emphasize movement and participation
• Show that Columbia Theological Seminary is in motion—its formation travels beyond the campus into communities.
• Use verbs that convey action, engagement, and leadership in context.
• Example: “Students bring ideas, faith, and scholarship into communities, pulpits, and public spaces.”
• Acknowledge the challenges of ministry, learning, and leadership.
• Communicate care and support for learners, leaders, and communities.
• Example: “We equip leaders to serve with wisdom, courage, and heart.”
Speak with warmth, empathy, and humanity
One liner options
Option 1
We form Christian leaders for today’s church—so Christ’s gospel keeps finding new ground.
Option 2
We shape leaders for a church in motion, serving a world that needs holy imagination.
Elevator pitch options
Option 1
The church is changing—and the call to lead is changing with it. We’re meeting the call by forming Christian leaders who don’t just preach Christ’s love—they live it, in all the places it’s most needed. From pulpits to protests, classrooms to hospital rooms, our students show up with wisdom, compassion, and a faith that moves—with intention, and with love. We’re not just shaping minds—we’re forming leaders for the church that’s still unfolding.
Option 2
Today’s church looks di erent than it did even a decade ago. We’re meeting the mission by forming Christian leaders who aren’t just keeping up with change—they’re addressing it with wisdom, courage, and Christ’s gospel in hand. By blending rigorous academics, spiritual formation, and real-world practice, we prepare students to lead with imagination and integrity—putting faith into motion, with intention and love, wherever and however it’s needed most.
Option 3
The church’s role is changing—and the world is crying out for healing, hope, and holy imagination. We form Christian leaders who don’t just respond to this moment—they’re shaped for it. With deep theological grounding, spiritual formation, and hands-on experience, our students grow into agile, justice-rooted leaders who show up with courage, care, and Christ’s love in action. It’s about faith that moves—with the Spirit, with the world, and with those called to lead it forward.
Our core logo represents our institution and is our most identifiable element.
The logo is available in full color, navy, all black, or all white (reverse).
The core logo can be placed on solid backgrounds as long as su cient contrast is maintained for maximum legibility.
Our logos are available as digital artwork in a variety of file formats. Always use the digital artwork to reproduce the logos. Never redraw or recreate them.
Our symbol, coming from the core logo, provides additional branding opportunities and allows for flexibility in small applications (e.g., social media avatars, UI / dashboards, and email signatures).
Our symbols are available as digital artwork in a variety of file formats. Always use the digital artwork to reproduce the symbols. Never redraw or recreate them.
Core Symbol
Reverse Core Symbol
Our logo and symbol should always be clearly legible and in a space that is free of other graphics.
The clear space is determined by the height of the letter “C” in the logo. The minimum clear space is “C” on all sides of the logo. Do not position any text or elements within the clear space. In addition, our logo should be at least a “C” width in distance from the edge of any document.
Our logo and symbol are designed to be legible at a range of sizes, but they should not be any smaller than the minimum measurements detailed to the right.
Our core color palette is how we express the Columbia Theological Seminary brand in the most direct way.
Consistent and careful use of our color palette will help ensure that it becomes a recognizable feature of our brand.
Our core brand colors are Core Navy, Blue, Emerald Green, Spring Green and Chartreuse. Our core brand colors are strong and recognizable, therefore when using in executions, limit the color usage to 2-3 colors at a time with 1 core color being dominate (70-90% usage). See color pairings in following pages.
Our neutral palette is how we create visual separation and depth on digital platforms.
The neutral palette consists of five neutral colors, three of which are warm-toned and two of which are cool-toned.
The neutral palette is used in the interest of maintaining visual contrast, appropriate clear space, and narrative pacing.
These carefully considered color pairings use our full color palette to create a fresh, modern, and energetic brand expression.
Each pairings has one dominate color from the core palette, one neutral, and an accent color for CTAs from the core palette. All layouts should be restraint in color usage and allow the language to be the hero.
Museo Slab is our core typeface. It is a clean and simple geometric serif that presents our brand in a modern light, still with a connection to tradition.
It was chosen for its smooth curves, open counters, and its tall x-height. These elements combine to evoke a warm, friendly emotion while remaining professional.
Utilizing Museo Slab’s lighter weights creates a sense of modernity and assurance that Columbia Theological Seminary is there to help people prepare for what’s ahead.
Museo Slab is used in four weights with three alternative italic fonts for added emphasis when necessary.
Typeface
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500 Italic
AaBbCcDd
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ABCDEFGHIJKLMNOPQRST
AaBbCcDd
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ABCDEFGHIJKLMNOPQRST
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UVWXYZ1234567890?&+@#!% 700
AaBbCcDd
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ABCDEFGHIJKLMNOPQRST
UVWXYZ1234567890?&+@#!%
AaBbCcDd
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ABCDEFGHIJKLMNOPQRST
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700 Italic
AaBbCcDd
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ABCDEFGHIJKLMNOPQRST
UVWXYZ1234567890?&+@#!%
AaBbCcDd
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ABCDEFGHIJKLMNOPQRST
UVWXYZ1234567890?&+@#!% 900 Italic
AaBbCcDd
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Overview
Brandon Grotesque is used for body copy. For Microsoft Typeface, Garamond should be used for headlines. Trebuchet can be used
Body Copy
Regular
AaBbCcDd
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Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRST
UVWXYZ1234567890?&+@#!%
Bold
AaBbCcDd
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRST
UVWXYZ1234567890?&+@#!%
Microsoft Typeface
Regular
AaBbCcDd
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRST
UVWXYZ1234567890?&+@#!%
Semibold
AaBbCcDd
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ABCDEFGHIJKLMNOPQRST
UVWXYZ1234567890?&+@#!%
Bold
AaBbCcDd
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UVWXYZ1234567890?&+@#!%
The Colombia Theological Seminary pattern is derived from the central form of our logo — an abstracted, open book. When expanded into a standalone graphic, this shape becomes a meaningful visual anchor for the brand. It reflects the Seminary’s identity as a place where faith and scholarship meet, with the two sides of the book symbolizing our dual pillars of spiritual formation and academic rigor.
This pattern is more than a decorative element; it is a reminder of our mission. Whether used subtly as a background texture or boldly as a feature graphic, it reinforces who we are and the values that guide our work.
The Colombia Theological Seminary pattern should visually express movement, growth, and continuity, echoing our core positioning: Faith and Scholarship in Motion. While the pattern originates from a single open-book form, its repetition and flow transform it into something more expansive — a representation of ideas evolving, insights building, and spiritual formation taking shape.
When arranged in sequence, the open-book motif may resemble flowing waves, the branching veins of a leaf, or the sweep of wind. These organic interpretations are intentional. They convey a sense of life, progression, and the ongoing journey of learning and discipleship that defines the Seminary.
The art direction for this pattern encourages fluidity, rhythm, and natural motion. It should feel alive, never static — a reminder that both faith and scholarship are dynamic pursuits, always unfolding and moving forward.
Our photography presents our people in real, professional environments wherever possible. The lighting is natural and warm with clean styling. Images should feature students, leaders,
Images in the People category should primarily focus on people operating within the context of the university.
Subjects should represent a wide variety of ages, genders, and ethnicities, and should be captured from a range of distances (wide, medium, and close-up). Environments should be bright, naturally lit, and cleanly styled.
While groups of people are included when representing university life, there is more opportunity to show individuals and pairs of people. These subjects should be captured candidly and in the moment even when looking at the camera.
Images in the Campus category should primarily focus on the campus itself.
Environments should be bright, naturally lit, and cleanly styled. Having students walking through campus to provide life and movement is a plus. Subjects should be captured candidly and in the moment.
These templates are intended to support a wide range of content, including announcements, events, academic programs, community highlights, student and faculty features, and institutional messaging. By anchoring everyday communication in the open-book motif, the Seminary’s feed remains cohesive, thoughtful, and distinctly its own.
Purpose:
To provide a unified, flexible, and immediately recognizable visual framework for all general, day-to-day social media communication.
ctsnet.edu/careers.com
ctsnet.edu/careers.com
Inspired by stained glass, the Thought Leadership templates reference a visual language long associated with sacred spaces, storytelling, and reflection. The geometric structure, light-filled shapes, and layered compositions evoke clarity, transparency, and Christian tradition, making them a natural fit for messages that engage more deeply with theology, reflection, and idea-driven content.
These templates visually signal a shift in tone—from general brand communication to intellectual and spiritual exploration. Their di erentiated look helps Thought Leadership content stand apart in the feed while still feeling unmistakably connected to the Seminary’s identity.
Important usage note:
The Thought Leadership templates are reserved exclusively for Thought Leadership initiatives and long-form, idea-driven content. All other communications—including announcements, events, recruitment, and general community messaging—should continue using the primary social templates based on the open-book pattern to maintain clarity and cohesion across channels.
APPLY BY MONDAY, OCTOBER 20, 2025
CTSNET.EDU/CAREERS
CTSNET.EDU
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Push boundaries. Root yourself in Spirit.
