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Los Angeles-based faith and lifestyle publisher Alabaster has unveiled a new brand identity led by world-renowned design firm Pentagram, signaling the brand’s evolution from a Bible-focused publishing brand to a broader spiritual lifestyle company.
Founded in 2016, Alabaster has built a strong following for its thoughtfully designed Bibles and devotionals that merge faith with modern aesthetics. The brand’s latest move aims to reflect a deeper mission – one rooted in spiritual formation, beauty and intentional living.
“This rebrand marks a turning point for us: a visual and conceptual transformation that reflects not only who we are, but who we’re becoming,” said Samuel Han, Head of Brand at Alabaster. “We’re evolving to better serve our community through tools and experiences that support spiritual formation in the everyday – whether that’s a morning journal, a study with friends or a quiet moment at home. It’s not just a new look – it’s a new way of showing up.”
The rebrand includes a refined logo system with a newly designed icon, a structured grid system for all future books and a natural color palette. The changes were developed by Pentagram, whose past work includes projects for global brands and cultural institutions.
“For Alabaster it’s a combination of tradition, with a modern interpretation,” said Luke Hayman, partner at Pentagram. “We selected a natural palette – nothing too synthetic.
The images of nature are obviously an inspiration. For the typography, we wanted a contemporary interpretation of traditional forms. The letterforms for the word mark – we want elegance, elevated, without being stuffy. And hopefully timeless.”
A subtle yet meaningful addition is a set of filigree lines incorporated into the new icon – a visual metaphor representing both the fragrance flowing from a broken alabaster jar and the presence of the Holy Spirit.
“Alabaster is a much-loved brand and we are careful to not create a jarring experience for existing users. Our goal was for the customers to feel like this update mark is the same but better. It should feel ‘right,’” Hayman added.
Alabaster’s name is inspired by the biblical story of a woman who broke open a jar of alabaster perfume in an act of radical devotion. The new identity builds upon this origin, reflecting what Han describes as the next chapter of the brand’s story.
“This moment isn’t just about a new visual identity – it’s about what comes after the breaking of the jar,” Han said. “The perfume is now pouring out, filling the space around us. That’s our hope for Alabaster moving forward – that what we create continues to overflow into people’s lives with beauty, meaning and spiritual depth.”
After launching on Kickstarter nearly a decade ago, Alabaster has blended art, storytelling and theology to help a new generation engage with faith in a fresh, visual way through beautifully crafted Bibles, devotionals, Bible studies and lifestyle products. With its new identity now live across digital platforms and updates to printed materials rolling out over the next six to 24 months, the brand enters its next chapter, carrying its founding inspiration forward: to break open beauty and devotion in ways that resonate with a modern, spiritually curious generation.
