As the Swedenborg Foundation moved into a new phase of its mission over the past couple of years, expanding its focus outward to include online media of all types, we began the search for a logo that would reflect not only our new ventures but our grounding in Swedenborg’s thought.
We hired the Philadelphia-based design firm Smith & Diction to help bring our visual identity up to speed. After some initial consultation, they developed a symbol that was uniquely ours. Designer Mike Smith explains the rationale behind the design:
Sitting in a timeless circular shape, the concept ties to both individuals and interactions between people. The icon begins in the center, with a sun. On the left, that sun radiates out in layers—reminiscent of the layers of meaning behind the Bible, or even the three parts of the Word. Then, these layers turn into sunbeams, the many different expressions of these same core ideas. On the right, these elements swap places. The many individuals impacted by the teachings of Swedenborg move outward as sunbeams, which then transition into a series of circles—the themes and ideas and efforts that bring people together.
You can now see the logo in action on our website, Facebook page, and other social media properties; and it will also be making an appearance in our books and other publications.