This is a case study for logo designs, identity, branding and signage I produced for a local Church Organisation, St Luke’s. It is one of my older projects, but I didn’t author a blog when I produced the designs, so now is a great time to talk on the brief and design processes.
I was asked by Pastor Martyn Sullivan at St Luke’s Church, South Elmsall UK, to design a fair few logo design concepts for them—and the additional organisations that were affiliated with St Luke’s. These were The Family Centre, The Hope Centre, The Rainbow Nursery (and Rainbow Preschool), LifeTime Ltd, LiveLink and The LiveLink Shop.
The challenge of the brief was to create a set of designs that were both individual, yet obviously part of a branding and identity structure. For example, if “someone” saw both the St Luke’s logo and the Rainbow Nursery logo, they had to know that the designs were part of the same organisation.
Fortunately, the project had a decent budget (obviously not revealed because of designer/client confidentiality) so I could go ahead and design many pages of designs, along with an explanation of how the designs were to be unified.
Initial Logo Designs
Here are the pages/designs that I attained from the printers, produced in A3-size for Martyn and other relevant staff members to view:
1◥ This design was based on the St Luke’s logo inclusive of the image of a Bible with a bow tied to it. This bow was then used to promote the St Luke’s brand throughout the rest of the logo designs.
2◥ This concept was based on uniting the church and subsequent organisations with bands of colour. A horse and rider with a flag were used as a way to show the Church moving forward. In this concept, the actual church name was included in all the organisation logo’s too, making the connection very clear.
Sidenote: This logo set was really well-received, but wasn’t chosen as it was noticed that the horse symbol could be seen as a “crusading rider”—and subsequently be offensive to some religious groups.
3◥ The idea behind this concept was to utilise simple shapes to unify the shop, centres, charity and church. All the “button logo’s” were branded with the “Part of St Luke’s” tagline.
4◥ The classic shield concept. I gave quite a few options on the designs of this Shield Logo set. Each part of the organisation contained a symbol of its own to accompany the dove, which was used on the main St Luke’s emblem.
5◥ In a very similar flavour to the shield-concept, but utilising the box shape, colour and river to unify the organisation and church. As can [just] be seen, the connection works in Black+White also.
6◥ This concept was based on the Christian Fish Symbol, with each of the partner logos containing the fish that “spearheads the set”. This was the chosen concept—and the rest of this article is dedicated to exploring it…
Concept 6: The Logos chosen for development
As stated, logo design concept 6 was chosen by the client, as basically, it embodied the whole ethos of St Luke’s—which is a contemporary church that was “on the move”. Other “religious” churches in the area bore the crucifix, but St Luke’s wanted to stand out and be different, using a different symbol of Christianity.
◥ After some reasoning and variations on the main church logo designs, these two were chosen. Gone is the rigid, square box the previous logo was contained in. Now, the design is more fitting with the brush-stroke-centred design of the rest of this “logo family”. Two designs were created, with one bearing the tagline “A Church on the move“.
◥ The Rainbow Nursery logo. This, like all the logos in the collection, uses different weights of Helvetica Neue. There’s nothing ground-breaking about this font—there’s no need for it to be. It works well, with different, varied weights combined with tight tracking are used to create a contemporary look, whilst reducing the line-length of longer names.
TYPOGRAPHY ◥ The Rainbow Preschool logo. Similar as the previous one, except for the wording that creates a slightly longer line-length. All these logos displayed here show the “signage-versions” of the church logo designs, with a coloured-bar at the base of the logos. The stationary versions do not include this addition.
FORM & SHAPE ◥ The Hope Centre logo. As can be seen, the Christian fish symbol is contained in a circle in all the additional logo designs. This “device” is symbolic of a brush which “paints” the varied shapes. Here, a flame is used to symbolise Hope.
COLOUR ◥ The Family Centre logo. The business logo colours for each logo have been chosen to best suite either the notion or shape design. The Hope Centre utilised yellow—and this one a “Royal Purple”, I would hope for obvious reasons.
LOGO BRANDING ◥ The LiveLink logos. LiveLink, The LiveLink Shop and Lifetime Ltd are all part of the same sub-organisation within the St Luke’s organisation as a whole. Yeah, it gets complicated, so I decided to to make the logo branding match in regards to colour and form.
◥ I treated Lifetime Ltd slightly differently to the other two logos, as requested by the client, as it was the “head” of the sub-organisation. a “river” concept was chosen to emphasise “life” is a very gentle and non-direct manner.
◥ Here is the signage design I created for The LiveLink Shop. I have included the tagline “Part of St Luke’s“, as there was room to do so—and added to the purpose to the sign.
◥ I drove past the shop recently to take a photo of how the sign looks. Apart from the telephone wires hanging in the way, I think it does the shop justice. I’ve made the rest of the photo B+W to highlight it better—it was a poor photo from a low-res phone camera!
◥ This is the sign that I designed and handed to the client, ready for print. However, somewhere down the line, more text was added at the base before printing, which I didn’t do.
◥ Again, I tried to take a photo of it on my dodgy camera, after forgetting to charge my proper one, D’oh!
◥ This is the signage design for The Rainbow Nursery, although I don’t yet have a photo of this sign yet.
Letterhead Designs, Business Cards & Stationary
For each logo, I created a business card design with the usual business and contact details contained on them:
ST LUKE’S CARD, FRONT ◥ The front of this card is designed using just one spot [Pantone®] colour.
BUSINESS CARD, BACK ◥ The reverse is full-colour, as it is inclusive of all the Church, Charity and Organisation logo branding.
HOPE CENTRE CARD, FRONT ◥ Rather than display the designs for all the church logo designs, I will focus on the Hope Centre stationary. As can be seen, each business card is branded with its corresponding colour; fused together with a the partial fish symbol formation on the right.
BUSINESS STATIONARY, HOPE CENTRE ◥ The envelope design, compliment slip and letterhead designs all used the same colour scheme and graphical-orientations to promote a unified branding structure throughout.
BUSINESS STATIONARY, ST LUKE’S ◥ Unlike the business card design, the rest of the stationary just used one Pantone® colour to reduce printing costs. However, the whole branding still looked professional and coherent.
Overall, this was a fantastic project to work on. At times, it was rather challenging; keeping track of all the logo iterations, files, folders and paths/non-paths file versions—and not the mention the numerous design decisions made.
It was a much bigger undertaking than I originally thought, and I have progressed and learned much with the experience of the whole project. Not all the stationary is as yet printed, nor the web URL’s up and running.
When I look back upon the work I undertook for St Luke’s Church, related organisations and charities, I believe I have created a useful, coherent and original branding structure that stands-out from the crowd.
What do you think of the designs? In what ways do you think I could have improved upon the designs. Is there any aspect of the project you would have done differently? I’d like to hear your opinions…