They answer everything
here: (my emphases)
How did we decide on this new format? Below you will find a brief response.
Who are we?
Before beginning these renovations, we asked the basic question:
What is the SSPX all about?Under this broad heading, we drew up 160 more specific questions. For example, we considered: Which key words could define the SSPX? What is the reason for its existence? What makes the SSPX special and unique? Does the SSPX have any enemies? What image does the SSPX project today? How do others recognize the SSPX? What kind of audiences are we seeking to reach?
Four hallmarks
(hint: they aren't One, Holy, Catholic, and Apostolic)As we answered these questions, four main qualities repeatedly factored into our answers:
Purity: The combat for the faith in its integrity is the core mission of the SSPX. From the beginning, guided by its founder Archbishop Marcel Lefebvre, the SSPX has constantly promoted, defended, and upheld the purity of Catholic teaching. We do not tolerate any stain of compromise, neither in principles nor in actions.
Intelligence: In order to manifest this profoundly Catholic faith, the SSPX studies and preaches the time-honored traditional teachings of the Church. We strive to present the truth in an unbiased, responsible, rational, and clear manner.
Selflessness: The Society is a work of the Church and thus exists to serve. Specifically, we serve the Church by maintaining its core traditions. We protect the treasures of the Catholic Faith, regardless of difficulty or misguided opposition. We sacrifice ourselves completely for this cause. We seek God’s glory and honor, along with the salvation of souls, above all else.
Noble Beauty: As the SSPX fights to maintain the integrity and purity of the Catholic faith, it must always keep in mind its final end: the honor and glory of God. God, moreover, is the source of all goodness and beauty; therefore we value and appreciate all that is truly good and beautiful. We seek especially to share the treasures of the faith with others, thus communicating to them the beautiful life of grace.
Manifesting who we are
We have tried to incorporate these four essential qualities into our new website and into the refurbished Angelus magazine; thus we developed a new look with our four hallmarks in mind. Here are the key features of our publications:
Pure white: The dominant color is a clean white, corresponding to the purity of Catholic doctrine.
Intelligence: Priority is given to content. We communicate our message clearly, and we present information directly. Text is placed on a peaceful white background. Sober and straightforward typography keeps the reader focused on our rich content. The design is devoid of all superfluity.
An inconspicuous but unique presence: Our sole identifying marks are:
the subtle SSPX logo which appears on top of all our publications,
the Two Hearts emblem which usually appears in the top right corner, and
the delicate shadow overlay of the Two Hearts which serves as an authenticating watermark stretched across the entire page.
Noble beauty: There are only a few subtle colors and designs used to create the settings for our content. All the beauty and quality of our publications must, therefore, be found in our vibrant visual aids and, of course, in our profound message itself. We often use pictures to create a lively and intriguing ambiance, hoping that sensory beauty will aid our audience in appreciating the more profound intellectual beauty we offer.