Andrew Kelsall | Graphic Designer

I was approached by David Fletcher from the Woodlands Community Church in Sheffield, England, after viewing my logo designs for St Luke’s.

David stated that the characteristics of the logo would have to have be: simplicity, community, purity, peace, vibrancy, modern and natural. David had one idea in mind for the logo design, but he also wanted another concept altogether.

The image below shows a section of proofs I sent David as part of a PDF (concept a). This was my own concept, which I thought fitted the project brief rather well. This was the logo description in the proof file:

a1 & a2 show a design concept based upon an oak leaf and acorn. The acorn can symbolise growth, which is a good message for any expanding church to convey. Also, the coloured-version of the oak leaf has an crucifix within it, that is more subliminal than obvious. I can make this more/less prominent at your request.

The second concept was based on David’s idea, which he drew a rough sketch of and emailed to me. Athough David isn’t a designer by any means, the sketch was good enough for me to gage what he wanted in the design. The whole concept was way to busy initially, but I managed to simplify the whole look, structure and appeal of the design concept:

b1 & b2 show a design concept based on the sketch you kindly provided. I have simplified it into a more
meaningful and coherent emblem. This is a more complicated and less simplistic design compared to
concept a.

Although the first logo was well-received, David and the Church committee preferred the second concept. However, some members were wondering what the logo design would look like with various additions, such as fruit and a crucifix included in the imagery:

Obviously, such additions made the design look even more crowded and complicated. After they reviewed the designs, it was agreed that the first solution was simpler and clearer—and I was thankful they arrived at the same opinion I held.

After some final tweaking, this was the end result below. I may be doing a letter-head for the Woodlands Community Church soon, so I may update this post in the near future.

I haven’t gone into the smaller details (such as sketches, etc) in this post, as I’ve just completed another set of five logos for another company, which I will soon be writing on in much more detail. Be sure to subscribe to the Andrew Kelsall RSS Feed so you don’t miss it.

What do you think of the designs and colours? I’d like to read your opinions….