When a company rebrands, it’s easy to assume something major has changed—a new direction, a new audience, a new purpose. But in some cases, a rebrand isn’t about changing who you are—it’s about making sure everyone else sees it clearly.
That’s exactly how I see Formed’s recent brand refresh.
From the beginning, Formed has been more than a content platform. It has always been a tool for deepening faith, equipping Catholics, and strengthening parishes. But with this new logo, refined typography, and a sharper tagline, they’re making sure that mission is unmistakable from the first impression.
As a brand strategist and designer, I love breaking down the meaning behind these choices. While I don’t have insider knowledge of their process, here’s my take on why they may have made these changes—and what they tell us about the future of Catholic media.
What We Know from Formed
Last week, exactly 7 minutes after I finished writing my brand refresh vs. full rebrand blog post, I got a newsletter from Formed unveiling their new logo. And man, was I stoked! A rebrand, in the wild, that focused on putting the mission first?! I had to dive in. Here’s what they shared with their followers:
| “Our Formed mission is clear: Forming Catholics for Life You are the center of our mission. For over a decade, families, parishes, and individuals have turned to Formed to discover programs such as Symbolon, movies like Padre Pio: Miracle Man, and shows for young families including Littlest Saints, to grow in their faith. Today, we launch a new logo reflecting this mission. It’s a symbol of renewed commitment: to inspire and equip you with fresh, focused Catholic content that makes a difference. This is just the beginning! In the months ahead, you’ll see ongoing updates and features designed to make Formed more accessible and engaging, with new programs and resources to help you, your family, and your parish grow deeper in faith.“ |
The newsletter featured their new logo, but did not show their old one, so I did some digging to do a side-by-side comparison. And I’m so glad I did, because it revealed so much about what they changed and why they might have done it. Here’s what I noticed and my best take on what the new logo has to offer.
From Catholic Content to Clear-Cut Formation
Formed has never been just another streaming platform. Its purpose has always been faith formation.
Its original branding did a great job of introducing it to the digital world, making it clear that it was a modern, accessible, on-demand resource for Catholics.
• The clean, modern sans-serif logo gave it a digital-first feel.
• The play button in the “O” reinforced that video was a primary medium.
• The tagline “The Catholic Faith. On Demand.” helped clarify what it offered—especially for those unfamiliar with its mission.
At the time, these choices were practical and necessary. They helped Formed build credibility and establish itself as a go-to resource in a digital space where Catholic content wasn’t always easy to access.
But now, ten years in, Formed doesn’t need to introduce itself anymore. Catholics already know and trust the platform. Now, its branding can focus entirely on reinforcing its purpose—formation.
Enter: A rebrand that lets the mission take center stage.
Decoding the New Logo: A Brand Design That Reflects Depth
Formed’s new logo goes beyond a style update. It’s a strategic shift toward tradition, formation, and Catholic identity, and away from a video-only focus, since they now offer books and audio tools.
1. A Serif Font with Subtle Gothic Influences
Formed’s move from a clean, modern sans-serif to a more structured serif font is subtle but significant.
Here’s why it works:
• It connects to Catholic intellectual tradition. This type of lettering has long been associated with theology, academia, and classical Catholic texts.
• It aligns with the Augustine Institute. As Formed’s parent organization, the Augustine Institute is known for its rigorous approach to Catholic education. This typography makes that connection feel stronger.
• It speaks to an audience that values depth. There’s been a growing movement among younger Catholics toward tradition, reverence, and intellectual formation. This design choice aligns with that cultural shift without alienating other audiences.
The result? A look that feels timeless and trustworthy—not just another modern content provider, but a place for real, lasting formation.
2. The ‘f’ as a Cross
This might be my favorite part. The lowercase ‘f’ in the new logo subtly incorporates a cross, making it instantly recognizable as a faith-based brand.
This does a lot of heavy lifting:
• It removes ambiguity. Even if you’ve never heard of Formed, this logo tells you it’s Catholic at its core.
• It subtly shifts the focus from media to mission. The cross reinforces that this isn’t just about content—it’s about faith.
• It’s a small but powerful reinforcement of what Formed has always been about.
It’s a classic example of how smart design choices can communicate a brand’s mission without saying a word.
3. The Triangle on the ‘f’: A Hidden Nod to Their Roots?
Now, here’s where my brand strategist brain starts buzzing with curiosity.
At first glance, the small triangle-shaped detail on the ascender of the “f” just looks like a nice stylistic touch—a subtle Gothic influence that gives the logo a more classic, reverent feel.
But then it hit me.
That triangle is the exact same shape and dimensions as the play button in Formed’s original logo.
Coincidence? Maybe. A brilliant Easter egg that subtly nods to their digital roots while fully embracing their formation-driven identity? I’m betting on the latter.
If this was intentional, it’s a masterclass in continuity. It allows them to move forward without forgetting where they started—a small but meaningful way to say: Yes, we’re still delivering great digital content, but we’re doubling down on our mission.
And even if it wasn’t intentional, it’s still a great example of how design elements carry meaning—whether we plan for them to or not.
4. The Tagline Shift: From What They Do to Why They Do It
With this rebrand, Formed is also introducing a refined mission statement:
“At Formed, our mission is clear: Forming Catholics for Life.”
This replaces the original tagline, “The Catholic Faith. On Demand.”
This shift isn’t about changing their mission—it’s about making sure their mission is unmistakable.
• The old tagline helped explain how they delivered content.
• The new tagline makes it clear that content is just the vehicle—the real goal is lifelong formation.
This feels like a natural evolution—one that reflects Formed’s original purpose more clearly than ever.
Final Thoughts: A Rebrand That Reflects What’s Always Been True
As a brand strategist, I love seeing rebrands that aren’t just about looking fresh—but about bringing clarity to a brand’s identity.
Formed’s brand refresh isn’t about a new mission—it’s about removing any barriers to understanding it.
• They no longer need to introduce themselves as a platform—their audience already knows them.
• They can now fully focus on their mission—faith formation, not just content delivery.
• They’re visually aligning more closely with their parent organization, reinforcing their credibility as an educational resource.
This rebrand tells me that Formed knows exactly who they are—and now, so does everyone else.
And as someone who helps mission-driven brands refine their identity, I find that incredibly exciting.
I can’t wait to see what they roll out next.
What’s Your Take?
What do you think about Formed’s new branding? Do you see the same strategic shifts? Have you noticed other Catholic organizations making similar refinements?
Let’s talk in the comments—I’d love to hear your thoughts!
