Priesthood is about people, usually ordinary men called to live an extraordinary life. Entering into seminary is a big step but it's a journey that one wouldn’t take alone.
That's the challenge we faced when Auckland Priests approached us to create a new identity for them. Could we create a brand that was relevant to a new generation of tech savvy males in touch with their spiritual side but sought the confidence and support from a new kind of church steeped in centuries of tradition and symbolism?
Web Design and Development
Auckland Priests Discovery
Client mood board
A branding project starts with a good conversation. We work hard in this discovery phase to understand the key values and requirements of the project. The clients vision needs to be unpacked so we dig deep to ensure we’re all singing the same song.
To help get us get in tune and feel the visual rhythm, we explore a ton of image references to curate an effective client mood board. Good communication makes this phase hum and sets the stage for a great encore.
The sketch phase
Getting ideas flowing on paper
After our initial exploration compiling a mood board, it was pretty clear we wanted to stay away from the cliched symbolism such as the cross. Though we did feel moving in the direction using the Ichthys ‘Fish’ Icon we could achieve something that would clearly identify Auckland Priests with Christian history.
Love, hope, faith, emotional, community and strength.
Working with the golden ratio circle to create the icon and final logotype
Golden ratio applied
The logo identity
Breaking it down
Emotional and practical
The power of colour
The number one visual component that people remember most is colour. When it comes to branding, the power of colour is both emotional and practical. 2 shades of blue were selected to reinforce peace, trust, faith, truth, stability.
Black & White
Dissecting the logo
If you dissect the icon, you can see the following:
The fish symbol was a way for early christians to identify each other without risking their lives. 2 fishes was lifted from the well-known and loved Parable of the Multiplication of Loaves where Jesus performed a miracle, feeding hundreds with 5 loaves and 2 fish.
The heart represents love. The predominant message of the Christian faith.
Features 2 overlapping heads with a clerical collar. Representing those who are already in the service, and those who are to be initiated into the vocation.
EUCHARIST AND CHALICE
The Holy Eucharist is one of the sacraments that priests’ perform. Represents the Lord’s presence and covenant.