Thursday, July 18, 2019

Grand Lodge of California Announces Rebranding Initiative; Drops Square & Compasses Entirely (Repost)

(Note: The Past Bastard writers have been on a microbrew tour around the US. We are republishing some of their favorite articles until they get back. -- the unpaid interns.)


San Francisco, CA -- Following the announcement that the UGLE had a  “re-branding” of the fraternity, along with a modernized S&C logo, the GL of CA announced their own rebranding initiative. 


“Let’s face it, Freemasonry has an old fashioned image that we will never shake, unless we do something drastic. The UGLE had some good ideas, but they didn’t go far enough. Our initiative is looking forward to 2117, not just 2017,” said Grand Lodge spokesperson Nelson Riptorn. 


Always on the avant garde edge, The California Freemason reported that a team of social theorists, organizational behaviorists, cultural anthropologists, and graphic designers worked together to create a more forward-looking logo, designed to pair with their initiative to attract and retain a younger membership. Realizing that the new UGLE logo still retained trace elements of the out-dated Square & Compasses, the California initiative strove to come up with a design that balanced the stability of the past with the need for appealing to future generations of Freemasons. 
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“By eliminating the old fashioned Square and Compasses altogether,” Riptorn explained, “we can finally shake off one of the aspects that’s been holding us back. In a few months, our new logo will be available on pins, bumper stickers, decals, and car emblems. By this time next year, we expect to have replaced those old lodge signs, too, after the Grand Master’s edict. We expect that it will be a short time before the rest of the Grand Lodges around the US will follow suit.”

“We’ve had three hundred years of looking to the past,” said Riptorn. “Let’s turn that around and start looking toward the future.”

-- Conte Calvino Gliostro

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