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