Download - Design Systems - Phase 2
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WHATS THE MISSION?
So whats the mission?
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Create environments of safety for people
to grow spiritually and emotionally
through experiencing the love of Jesus
The mission is to create environments of safety for people to grow spiritually and emotionallythrough experiencing the love of Jesus.
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BRAND ESSENCE
The brand essence
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Spiritual and emotional
development
Spiritual and emotional development.
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FOUR ATTRIBUTES
Four attributes define the brand
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Contemporary
Contemporary
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Contemporary
Diverse
Diverse
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Contemporary
DiverseSupportive
Supportive
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Contemporary
DiverseSupportive
Vibrant
Vibrant
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PROBLEM STATEMENT
To further develop the visual identity I drew up a problem statement.
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PROBLEM STATEMENT
that Christianity is more than just a
Sunday morning; that its valuesand practices cannot be outworkedin isolation.
and that is, that Christianity is more than just a Sunday morning; that its values and practicescannot be outworked in isolation.
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PROBLEM STATEMENT
that Christianity is more than just a
Sunday morning; that its valuesand practices cannot be outworkedin isolation.
The visual voice will reach ayounger audience and will embodytraining, refuge, and community.
In addition, the visual voice will reach a younger audience and will embody training, refugeand community.
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WHAT WOULD YOU NAME SOMETHING LIKE THIS?
I searched and brainstormed through many names...
House of Refuge
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House of Refuge
Everyday Church
Church X
Live-in ChurchRe-church
Re-group
Table
RootGround Floor
Monastic House
Early Church
GroundedAtterri (grounded)
Greenhouse
Our (collective)
Fundamentalssuch as re-church, house of refuge and Ground Floor before landing on...
House of Refuge
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House of Refuge
Everyday Church
Church X
Live-in ChurchRe-church
Mine
Table
RootGround Floor
Monastic House
Early Church
GroundedFace (grounded)
Greenhouse
Our (collective)
Fundamentals...Mine. This word I felt embodies the idea of small communities of people digging deep wellsof friendship with Jesus and each other, supportive, strong and purposeful.
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LOGO MARK
A few logo mark design ideas ensued using descriptive words to drive the design...
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Four figures taking refuge...
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Diferent icons give diferent meaning...
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A few stood out, such as this group of simple icons...
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Or this tree signifying community, a sense of refuge...
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The next stage was to refine those simple ideas sticking close to the keyword descriptorsfrom the problem statement: together, community, refuge. The keyword training wasapplied to the house idea for example by adding the hours of the day around it.
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Next was to play with fonts, logo mark, colors and visual style.
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Here I changed those elements from one design to the next determining diferentcombinations and results.
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Explorations with diferent fonts, combinations and complimentary colors generated somevery pleasing results.
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As did diferent kinds of pattern-making with diferent logo marks.
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The final mark I chose was the house with the hole in it. An ordinary house is just a housebut a hole in a house gives more depth of meaning; a sense of looking in, transparency andopenness.
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Deploying the mark onto designs began to look quite exciting but also very corporate, a traitthat was never part of the original mission or problem statement.
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So I went back to the house and the hole...
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And began to make other houses with holes in them, houses that were unique one to thenext, better capturing the organic nature of spirituality that is a part of everyday life. Theword Mine would become the mark branding the training material that underpins these faithcommunities.
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LOGOTYPE
Branding always includes a way to design or write the name...
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MINE
Mine
Mine
MINE
MINE
So a look a fonts some diferent font choices...
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MINE
Mine
Mine
MINE
MINE
The large letter forms of Futura Extra Bold seem to embody a contemporary, strong, vibrantapproach.
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MINES P I R I T U A L & E M O T I O N A L
D E V E L O P M E N T
MINES P I R I T U A L & E M O T I O N A L
D E V E L O P M E N T
I chose a modern, contrasting font in Chaparral Pro for the tag line.
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PATTERN
Pattern work with the logo mark proved to be a lot of fun,
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All these diferent house types and styles really embody the attribute of diversity.
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Many diferent style houses can be made to create a pattern.
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STYLE(for supporting imagery)
STYLE
The visual style will incorporate these vector patterns and photographs with strong vignettingto communicate the transient nature of community life.
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COLORS(primary)
The color palette has four contemporary primary colors,
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COLORS(secondary)
and one secondary accent color.
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TYPE FAMILY(primary and secondary)
Individual communities of no more than
ve or six people living together practicing
intentional spiritual values and practices
on a daily basis, working jobs in the city,
living transparent lives of honesty more
closely connected to each other and God,
each one learning to live a life of integrity.
Individual communities of no more thanve or six people living together practicing
intentional spiritual values and practices
on a daily basis, working jobs in the city,
living transparent lives of honesty more
closely connected to each other and God,
each one learning to live a life of integrity.
Chaparral Pro Univers
There are two fonts for body copy, a more traditional positive serif and a contemporary sans;the two fonts used together again personify diversity and diference.
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MINES P I R I T U A L & E M O T I O N A L
D E V E L O P M E N T
IDENTITY
COMPARISON
The brand mark stands out against the others with a contemporary, purposeful feel.
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TRIAL
APPLICATIONS
To finish, Ive included the graphics on a few trial applications...
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like this training manual,
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Lynda Brown
+1 816.782.7854
3467 E. Rosehigh Dr.
Upham
Connecticut
USA
MINE
Sally Knaggs
+44 01752 675432
78 Rodding Park
Oldham
London
UK
MINE
business cards
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personal writing pens
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stickers
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MINE
and tshirts.
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MINE
S P I R I T U A L & E M O T I O N A L
D E V E L O P M E N T