Audience and positioning

Before I drew anything, Shawn and I defined the scope, the audience, and the positioning. I needed to understand what Church Website Hero was offering and who it was for.

Church staff needed a website service that would take work off their plates. I wanted the identity to feel approachable and capable, in keeping with that service.

Developing the mark

I started with familiar website symbols: a browser loading icon and an arrow. Those gave me a connection to the work the company would be doing.

I combined them with a hero symbol, tying the mark back to the company’s name. The loading icon suggested a website in progress, and the arrow added a sense of movement.

Shawn and I worked through drafts and review rounds until we had a mark he was happy with. I then tested how it would work at different sizes.

Testing the responsive logo

The full logo pairs the icon with the company name. Smaller applications need a simpler version, so I developed variations for social profiles and app icons and checked that the mark remained recognizable.

I also built a small identity system so Shawn could see the logo on a business card, in an advertising concept, and as an app icon. The style guide documented how to use it.

The finished identity

I judged the design against three things: whether it felt distinct, whether the shape was easy to remember, and whether it worked across different sizes and applications. The versions below show how I tested that last part.

The final package included the responsive logo, a style guide, app icons, a business card, and an advertising concept.

Shawn seemed happy with it. I still remember seeing the mark on the live website for the first time.

Presenting the identity

This project changed how I present identity work.

I used to show logo concepts on their own and hope the client could picture the rest. Now I bring more of the identity into the presentation: the typography, imagery, language, and examples of how it will be used.