In 1991 the Society of St. Paul initiated the study for the development of a new visual identity: "evangelize with the modern means of communication".
The creator Giorgetto Giugiaro developed and realized the new logo of the Society.
From the public survey regarding the logo, the following comments were expressed:
- appreciation for its formal and esthetic beauty
- reading it in terms of free associations, it was described as characterizing the combination of two different elements with great dynamism
- the major values associated to the logo were: precision, energy, tension, openness, dynamism, creativity, spirituality, infinity
- the products to be combined with the logo were: cultural products, public opinion, spiritual creativity.
By its nature, the sign that expresses the visual synthesis of the mission of a society, is not the equivalent of a logical reflection or a linguistic affirmation.
The St. Paul logo is not a contradiction, on the contrary, it may suggest the mission of putting in contact the Word of God and the unfolding of history as the rich and dynamic apostolate of Saint Paul.