St. John the Divine: A Heritage Rebrand Done Right

C-Suite Notes: Heritage institution branding done right. How the Cathedral of St. John the Divine balanced historical authenticity with operational needs.

St. John the Divine: A Heritage Rebrand

The Cathedral Church of St. John the Divine has completed a comprehensive rebrand that offers a compelling case study in heritage institution branding. Designed by Brooklyn studio Selman, the rebrand tackles the dual challenge facing heritage institutions: maintaining historical authenticity while meeting today's operational demands.

The 133-year-old cathedral—North America's largest Gothic cathedral—worked with Selman following strategic development by Brand Federation to create a system that addresses real-world implementation challenges faced by many heritage organizations.

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Typography That Bridges Centuries

The rebrand's foundation lies in what Johnny Selman, the studio's founder and executive creative director, calls radical presence. "We believe showing up in person is crucial...Walking through the enormous bronze doors, exploring the crypt, scaling above the dome—it's something you just can't get from photos or video calls." This immersive approach led to the project's most striking element: a wordmark literally drawn from the cathedral itself. The Selman team discovered the Pilgrims' Pavement, intricate medallions in black granite, Belgian marble, and bronze embedded in the cathedral floor in the early 1930s. "We saw visitors on their hands and knees doing charcoal rubbings," recalls Johnny. "That physical connection really stuck with us."

Image: selman.nyc

The visual system balances historical weight with digital flexibility through a carefully curated typographic palette. The cathedral's existing Divine typeface—itself rooted in the Gutenberg Bible—remains, but now pairs with Feature by Commercial Type, originally designed for The New York Times Style Magazine.

This strategic pairing creates what the team describes as enhanced dynamism and stronger visual connection to the church, particularly when Divine isn't used. The approach replaced the previous News Gothic, which proved clear but too cold for the cathedral's inclusive mission. The approach reflects a broader challenge facing heritage brands: how to maintain gravitas while achieving contemporary accessibility.

Solving Implementation Challenges

A significant portion of the project focused on operational reality: the cathedral's marketing team works primarily in Canva rather than professional design software. Selman built comprehensive templates and tools that maintain brand consistency across daily applications, from service programs to social media.

August Kissel, the cathedral's marketing manager, reports that the grid system has "revolutionised" workflow efficiency. This practical focus addresses a common challenge in institutional branding—creating systems that work for actual users rather than just design presentations.

Strategic Positioning

The rebrand introduced "It's Your Cathedral" as a campaign line that reinforces the institution's community focus. This positioning acknowledges the cathedral's role beyond worship, encompassing cultural programming, social activism, and community outreach.

The visual system draws color and graphic elements from cathedral architecture—stained glass, carved stone, bronze details—creating coherence between physical and digital brand expressions.

Heritage Branding Lessons

The project builds on the cathedral's existing design foundation established with previous agency Pentagram, demonstrating how heritage institutions can evolve without starting from scratch. The cathedral's rebrand proves that effective heritage institution branding requires balancing reverence with pragmatism.