There are a handful of different AFES groups in SA but together these were being renamed and rebranded as ES (Evangelical Students).
- A logo predominantly featuring the letters ES, preferably including a cross
- The six campus names to be integrated in/with the logo
- Colour print publications
- Black and White print publications (including photocopies)
- Spot colour stationery
- Hand-painted banners
- Digital publication
- T-Shirts and other screen printed merchandise
I designed the logo with two functions in mind:
- Communicating ES’s identity
- Distinctive visibility (brand recognition) in the campus context
Assuming the logo would be most meaningful for Christians, it therefore needed to be:
- Congruent with the group’s outward purposes
- Something that ES students can proudly own as their own branding
- Intriguing to non-Christians
Central to these things, I aimed for design integrity in the uni student context, based on:
- “Slickness”: A coherence of design avoiding the “dynamic” Church 2.0 logo on one hand and the “funky” or “grungy” youth group logo on the other.
- “Edginess”: A design that is distinctively Christian whilst transforming the traditional style of Christian motifs.
In the design process I aimed to achieve these things through:
- Maximum simplicity and adaptability without being straight-laced
- A dominant cross motif in the style of a plus-sign rather than a traditional cross
- Strong typeface and motif
The looming distortion of the cross indicates:
- Dynamism: Whatever this groups stands for is vibrant and living.
- Identity: The letters ES are implied spaces so, in the logo, the cross quite literally defines ES. The letters are also somehow under the cross just as the crucified Christ dominates ES’s identity. The distortion also keeps the cross from looking like Red Cross.
Arthur Davis is an Aussie living in Tanzania, writing at meetjesusatuni.com.