American Baptist Extension Corp.

ABEC Logo designed by Ellen Shapiro of Visual Language LLC

financial services

The Financial Organization with a Mission

ABEC, headquartered near Philadelphia, provides building planning services and loans to American Baptist churches, helping them expand, renovate and become accessible and energy-efficient.

Based on a dovetail joint — the strongest bond in construction — the brandmark suggests praying hands and a church spire as well as the letter ‘A.

Branding by Ellen Shapiro for American Baptist Extension Corporation includes logo palette for various uses

Logo palette keeps brand identity consistent over a range of print and web applications.

ABEC Website2_designed by Ellen Shapiro

ABEC’s new website is designed in a custom WordPress template that the client can easily use to update information such as current loan rates and new investment products.

Annual Report designed by Ellen Shapiro, Visual Language LLC

The 2015 annual report was a new, newsletter-style approach.


The 14 previous years of ABEC annual reports produced by Visual Language LLC were 24-page brochures that told longer stories of investors who’ve enjoyed consistent returns and of and churches that have been built and renovated to better serve their communities.

ABEC 2006 Cover Photo

Annual report photography by John Bastian tells how an ABEC Loan helped Grace Tabernacle Baptist Church, Cleveland, build for its families and for the future.

ABEC 50 Poster 2

An anniversary version of the logo was applied throughout the 50th anniversary year, beginning with this poster.

039_Fin_ABEC50 Cover_Designed by Ellen Shapiro

The anniversary keepsake booklet recounts the organization’s accomplishments …

044_Fin_ABEC 50_Designed by Ellen Shapiro

… decade by decade.

ABEC Panels

Digital woodcut illustrations by John Etheridge were featured in the history booklet, conference banners, ads, and the annual report.


Still-life photography by Peggy Barnett depicts the steps involved in planning, designing, and funding a new church using funds invested in ABEC Notes.