Challenge: Develop a community’s visual identity without the trappings of a commercial brand.
St. Croix Vineyard Church wanted to develop some print collateral, both for new members to find out about them, and for recent attenders to understand how their community operates.
St. Croix had no letterhead, business cards, or other print, so establishing collateral for St. Croix started with questions of visual identity. The church community values many traditions, some ancient, but often expresses them in a modern way. They were very human rather than organizationally centred, and were organic in their approach to community growth. Following a typical commercial branding exercise seemed inappropriate … so we tried something else.
- Pairing a historic humanist typeface with a more contemporary humanist sans creates a suitably eclectic blend that is friendly and educated, consistent without being regimented. Using both typefaces in ways that are traditional in some places and modern in others highlights this.
- Rather than a specific representational symbol, a family of organic shapes and ideas were applied in ways that were clean and minimal.
- Because the community is family-oriented and values informality and play, more serious text was interspersed with bright colour and light-hearted icons and graphics.
- Where a commercial brand is often developed to command attention, the community’s simple logotype was kept understated and positioned deferentially.
- The community had no visual media, including images, and no photography budget. I contacted local photographer friends willing to volunteer, and we planned and coordinated an event to capture the fun attitude of the community on film. (Images courtesy of Shannon May Photography.)