Hindsight Critique: Probably my weakest concept. Looks like a hood ornament a faith healer would have on his Rolls-Royce. No wonder they didn't choose it.
I have to admit something before I jump into this post. I normally avoid working with Churches on design projects like this. It pains me to say that since I myself am a Christian, but my experience thus far in my career supports my hesitation and that is unfortunate.
So when I was contacted by Northwest Church in regards to designing a new identity for them I was very skeptical about it. That said I quoted it like any other corporate identity project and we proceeded.
Hindsight Critique: This is OK. A bit too literal perhaps. Note how I colorized the NW section of the mark.
I'm happy to say that the creative process went extremely well. Working with Northwest Church was truly a joy. Mainly because they get it. I felt like I was working with an agency.
That said I still had that nagging feeling in the back of my head that at any moment someone would mess it up, look at one of my designs and say it looked like a penis or something. But I had to keep the faith.
Hindsight Critique: I like the clean simplicity of this idea.
Every business has a personality. Designing a successful identity is all about capturing that personality accurately in a visual sense so it honestly represents them.
That said a design can be good, even great in and of itself but still fail as an identity for the client because it doesn't capture the essence of their personality.
Hindsight Critique: This approach was one of my favorites. I like the simplicity, form and the color denoting location all the while serving as a cross as well.
The main problem with most Church oriented design is it's lame. Sinfully ugly if you will. Sorry the truth hurts.
So when I approached this job I wanted to avoid your standard stereotypical graphic crosses as much as possible. And instead create a new cross-like graphic to use.
Hindsight Critique: This is another approach I liked as well. The hint at a page from the bible makes for a good graphic device.
Graphic metaphorical visual hints are the spice in design cooking. Anyone can serve up a circle, square or triangle. It takes more conceptual culinary elegance to plate a design that goes beyond ordinary.
Hindsight Critique: Probably a bit too comical. Doesn't fit their personality. More inline with a t-shirt design for a Church picnic I suppose.
Logo design camps in one of two locations. Literal or Figurative. A literal approach uses literal imagery in a literal way. A figurative approach uses metaphorical imagery or literal imagery in a non-literal metaphorical way. I prefer the latter.
Hindsight Critique: I really liked this approach. The icons nested together well and formed a subtle cross like shape in the negative space.
Sometimes in the design process you realize an idea can work in another way for the same project and that is what happened with these icons. I used them as part of the over all identity package to define the various ministries within the church.
Hindsight Critique: Simon says welcome to Milton Bradley Church.
I like the symbolism in this mark. The outer circle representing the Church. The inner sections representing the four Church ministries all forming a subtle graphic cross like shape. Note how I used the color to denote the northwest.
This is the concept the client selected. I have to admit I was surprised but they said they loved the thought behind it and that sold it. So it's a good argument for explaining your design when presenting your ideas rather than just sending them off and saying "Let me know what you think."
Designers should be good thinkers and share a vision with the client so the client can buy into that vision and truly embrace it.
To understand the design philosophy behind this mark visit the full project post at my primary site.
A Typical Glitschka Studios Project Folder