Auckland Priests

Case Study

 

THE PROJECT

Auckland Priests approached us to create a new identity for them. The challenge was to produce an identity system that was relevant to a new generation off tech savy males in touch with their spiritual side and a new kind of church steeped in centuries of tradition and symbolism.

 

PROJECT SCOPE

Identity Design
Branding
Photography
Web Design and Development
Print
Strategy

 
 
 

Mood Board

Everything starts from a verbal description of key brand’s values and features. It’s important to make sure we are on the same page with the client and understand the heart of his business correctly.

To find the right metaphor and visual rhythm for a future identity, we explore hundreds of references. Then we carefully group and filter our findings to create self-explaining moodboards.

 
 
Akl-Priests-MoodBoard.jpg
 
 

The sketch phase

Getting ideas flowing on paper

 
 
 

PROCESS

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.

BRAND STRENGTHS

Personal service level, extensive knowledge, meticulous, quality, cost effective with options for higher specification.

 
 
Akl-Priests-Sketch.jpg
 

Logo development

Working with the golden ratio circle to create the icon and final logotype

 
 Golden ratio

Golden ratio

 Circles

Circles

 Golden ratio applied

Golden ratio applied

 

The logo identity

Breaking it down

 
 Logo construction

Logo construction

 
 
 Logo spacing

Logo spacing

 

 Colour Palette

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.

 
 

Colour

PMS 293C
CYMK 100, 80, 12, 3
RGB 0, 61, 166
HEX c03da6
 

PMS 292C
CYMK 56, 16, 0, 0
RGB 101, 178, 232
HEX 65b2e8

Black & White

CYMK 0, 0, 0, 100
RGB 0, 0, 0
HEX 000000
 

CYMK 0, 0, 0, 0
RGB 255, 255, 255
HEX ffffff

Grayscale

CYMK 0, 0, 0, 85
RGB 32, 32, 32
HEX 202020
 

CYMK 0, 0, 0, 26
RGB 187, 189, 191
HEX bbbdbf
AklPriests_7364.jpg
 
Akl-Priests-Website-Mockup.jpg
 
AklPriests_7386.jpg
 
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