The Garden Church
Brand Strategy, Logo Design, Photography, Print Design, Website Consultation
A brand mark symbolizes the heart of an organization. For The Garden Church, their brand mark communicates a vision for restoration and growth in their members.
The Garden Church grew out of restorative promises in the book of Joel. Their original brand represented a tree because God started with a family in the Garden of Eden, and because restoration was the dream that began after the fall of humanity.
“‘Fear not, O land; be glad and rejoice, for the Lord has done great things! Fear not, you beasts of the field, for the pastures of the wilderness are green; the tree bears its fruit; the fig tree and vine give their full yield …. I will restore to you the years that the swarming locust has eaten, the hopper, the destroyer, and the cutter, my great army, which I sent among you.'” (Joel 2:21-22, 25)
The Garden’s first brand identity carried a tree motif, but it did not fully match the vision of their leaders. The brand mark was difficult to read from far away and it did not visually communicate restoration as a lifelong process. Since the tree was to represent the people of the church, they needed one that was full of fruits and gifts.
The Garden Church’s new brand mark achieves three important objectives. First, it captures the heart behind restoration as a lifelong process. The Garden Church’s new emblem demonstrates the lifecycle of growth they expect their members to undergo.
Next, the new brand mark is decipherable from far way. The emblem is simplified, and the sans serif typeface has lots of breathing room. Finally, the new brand mark’s fruit and leaves grow in their progression. This shows The Garden’s commitment to help their members to increasingly bear fruit over time.