How to brand a church

Hugely influential and a signpost for future Anglican liturgy, St Paul’s Bow Common is widely regarded as the most significant post-War Church in Britain.  In 2013 the building won the National Churches Trust Diamond Jubilee Award and was chosen as the UK’s Best Modern Church.

Since then the church has started a major restoration project with the support of the National Churches Trust, the Heritage Lottery Fund and other funders.

Another aspect of the church that is being updated is the visual style used on notice boards, letterheads, signage and other marketing and communication materials.

This work was carried out by Paperjam, a Belfast based branding agency which has worked closely with faith based organisations including the Diocese of London, the Bishop of London and the Catholic Bishops Conference of England and Wales.

Paul Malone, Director of Paperjam explains:

“Our task was to create a brand worthy of this iconic church building, so we set ourselves the aim to create a visual style that sits with the personality and age of the structure.”

“Having such an iconic and unusual building to work with was a real pleasure – we quickly discovered the beauty in the Brutalist minimalism and the play of light on concrete structure. The origin of the building had to be reflected in the new brand, so we looked to the era of its conception the 1950’s – 60’s for inspiration.”

“As such, we decided on using the Univers typeface family. This is one of the most prolific grotesque sans-serif typefaces of the century. The cool, systematically designed font family appealed to the rationalistic style we thought suited the building, giving written documents a clear and punchy feel.”

st paul's bow common

A new visual brand

“Additional to the typographical Logo, we also created a new visual brand for the church. This was  created with geometric shapes which are drawn from how the light strikes the angular surfaces the building itself. While the left part of the logo is an abstract illustration of the building, the right fulfils the symmetry with the help of letters. This has a more iconic feel, timeless and stand alone direction. “

“In today’s age of people being bombarded with brands. It’s ever more important that Churches evolve and adapt to convey a brand that reaches out to congregation and the local community a message that appears on all the platforms that are now available to them particularly social media. We are now communicating with a younger and younger market who not only expect but demand to be spoken to in a professional non pastoral manner. “

Watch Paperjam’s video on the Importance of Branding below.

 

Read more on Paperjam’s Website

And here for the thoughts of Creative Review

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