New ArchMil logo shows Holy Spirit windsurfing

At least that's what it looks like to me, based on the illustration accompanying the front page story, 'New logo for archdiocese', in the Milwaukee Catholic Herald.
"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,' ...I would ask that this synod logo be adapted to become the archdiocesan logo ... .'"

I'm not seeing the distinctiveness; the symbolism our Archdiocese suggests in the article would equally apply to any diocese.
"The archbishop hopes people who see the logo will be curious and ask, 'What is this?'"
That's the opposite of the reaction you want from people who see a logo, if Wikipedia is to be believed,
"A logo ... is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition."
The old logo, with a cross superimposed on a map of Wisconsin showing the ten counties of our Archdiocese, at least indicated a specific place. Further,
"Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos."
Our Archdiocese must think differently, since a sidebar item in the print edition of the Catholic Herald shows three previous logos.


  1. The archdiocese is trying everything to give the impression of a new direction, but no fundamental changes are taking place. As people have commented before on this site: Why are so many of Weakland's minions in positions of leadership? Weakland's followers are all over the place here. Simple question. Are we interested in turning a page or not? If so, then do something major to show it. Clean house. Stop trying to present a new image (or logo) if, at the core, nothing new is taking place.

    1. How about a logo showing a young Archbishop Weakland setting the thermostat to Lukewarm?

    2. Redesign the logo - brilliant. This looks like the Methodists' logo v. 2.0. Well we are being sold something-- so remember the old salesman's rule: "sell the sizzle not the steak". The new logo shows the triumph of sizzle over substance. "What is this?" would definitely be the right question for this one.

    3. I hadn't realized what the red swath on the current United Methodist logo was to represent a 'Cross and Flame'. Some potential associations seem problematic, but maybe the boss voiced an emphatic yes to it before anyone could point that out.

  2. Looks great on a felt banner, though.

  3. This is something you would expect from the Lutherans or the Methodists. Graphically outdated as well ... right out of 1974. I am waiting for the Holy Father to mess with the Papal Coat of Arms. Maybe be will gain inspiration from the Church in Milwaukee.

    Dee Ziner

  4. Ahhhhhhhhhh....WOW....

  5. Good point about being graphically outdated... very 1970s/80s. And the felt banner comment, YES. This looks like an art project I would have done in grade school in the early 90s.

  6. Here is Steve Martins' reaction:

  7. Oh, yes, let's keep the tepid fervor of the recent synod going.


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