About This Project
Summary
Selman refreshed the brand identity for the Cathedral Church of St. John the Divine, a historic NYC icon, to reflect its legacy of inclusivity and spiritual renewal. Drawing inspiration from the church’s colors, shapes, typography, and history, the vibrant new identity highlights its focus on the local community. The design builds on past work from Pentagram, insights from Brand Federation, and wordmark refinement by Frere-Jones Type.
Goals & Objectives
Position the Cathedral as a sanctuary for belonging, welcoming all people regardless of their race, age, gender, ability, faith, or culture. Equip internal teams with accessible, easy-to-use design tools to help them spread inclusive, values-driven messaging across all touchpoints.
Results & Impact
The refreshed brand was praised for its authenticity and impact, with features in the press and design publications. Grounded in the Cathedral’s architecture, it resonated deeply with longtime community members and the clear messaging system has brought new visitors to cultural events.
JOIN THE NEWSLETTER