Establishing a visual brand was tricky–a special consideration and to be made to maintain the history of Scottish Rite, NMJ while pushing the organization forward. The symbols used within the brand, such as the Double-Headed Eagle, had special significance to the organization’s members. For an organization with almost 100,000 active members, being human-focused was crucial for the success of this rebrand.
As an interesting note, there is more than one Scottish Rite in the world – with different leaders, countries, and brands. This rebrand helped to differentiate the Northern Masonic Jurisdiction in an impactful way.
Coming from a corporate branding background, I pushed to modernize the organization’s emblems and incorporate a wordmark that can be utilized in areas that the emblems didn’t fit. The brand was created with the members in mind – focusing on the local brand through one of the many Valleys in Scottish Rite.
The wordmark served the purpose of corporate branding and name recognition in the field. The eagles (shown below) had different use cases depending on the demographic.