Jaret Kelly Benson

TASK

I was commissioned to design a new logo system and comprehensive visual identity package for the church. The logo will feel fresh and welcoming, unlike a typical church logo. A memorable, professional, flexible logo will reflect their identity. I presented various design ideas based on the client’s vision and ensured they were brought to life. The logo solution will work well on signs, print, and online. The logo system will suit different uses and make the church community proud.

SOLUTION

The deliverables focused on creating a natural and organic feel with fresh, airy elements and simple shapes. I used soft, earthy colors and gentle, organic shapes to ensure the design blended well with the environment, creating a soothing ambiance. Bold color palettes and lifestyle imagery enhance the overall aesthetic. It’s all about people. Therefore, every visual element complements the vision of loving each other and the surrounding community.

RESULTS

The new identity system embodies a natural, warm aesthetic, creating a sense of tranquility and optimism. Our professional approach ensured that the final design met all criteria and surpassed expectations.

PROCESS

We started by understanding the church’s needs and vision, followed by research to identify the target audience and brand attributes. Several stylescapes were presented to the client for approval to ensure brand alignment. Three preliminary logo options were presented for review.

The most challenging part of the logo refinement process was determining the appropriate shape of the logo mark, particularly the bottom portion of the shape around the abstract F. Initially, it resembled a stained glass window, but it wasn’t congruent with the church’s desired brand. Achieving the appropriate design solution required meticulous examination and time. I refined the design based on their input and ultimately achieved a balanced and symmetrical logo.