A well-designed logo

I’m excited about today’s post. Not only do we look at an outstanding logo, we get to hear from the designer, Caleb Chang!

While spending the holidays up in the Pacific Northwest with my family, I attended church in White Rock, BC with my in-laws. During the service, I noticed their logo. I think its a little above most church logos I’ve seen and I wanted to share it with you.

White Rock Community Church logo

WRCC logo on a promotional banner. Logo designer, Caleb Chang.

What I really like about this logo is how it contains a subtle message about this church’s mission but yet that message doesn’t get in the way of clearly identifying the name of the church. Under the words “White Rock” is a simple line. The line adds a nice visual element but also is reminiscent of an open book or Bible. The “spine” of the book points to the letter “t” in the word “Community,” which is shaped as a cross. What I see when I look at this logo is a subtle message: the Church’s foundation is Scripture, and Scripture points to Christ.

What’s neat about this is that this message doesn’t get in the way of telling the reader the name of this particular church. Most small businesses would love to have this much symbolism in their logo, but only end up cluttering it up so much that their identity is lost and unreadable.

After asking about the logo, I discovered that I had met the designer just a few days before. Caleb graciously agreed to share a little about the design process for this particular logo. Here’s an excerpt from Caleb’s email:

A logo should also have staying power because let’s face it – most small businesses or not-for-profits don’t have huge budgets when it comes to marketing. As a general rule of thumb, unless you have the time and money to revamp your logo every 5 years – don’t follow the latest design trends.

White Rock Community Church (WRCC) wanted a logo that reflected the fact that they were an intergenerational, Christian community that valued practical teaching from the Bible and long-lasting relationships. Their mission was to help people reach their God-given potential in Jesus Christ. So how do you create a logo that reflects all of that without it looking like it was drawn up by your artsy 14 year old niece?

Create a wordmark, a distinctive, text-only typographic treatment, instead of a logo. I proposed using the wordmark with different photos and let the photos tell the story. Well, the client wasn’t totally convinced so we reached a compromise – we integrated some basic symbols into the wordmark.

The intergenerational aspect of WRCC is portrayed by blending a 1930’s face (White Rock) with a modern classic face (Community Church). The visual divider between White Rock and Community Church is a bible and the “t” in the word “white” and “community” were changed into a cross.

Ministries within the church followed the same look and feel:

WRCC Student Ministries identity

Great work, Caleb, and thank you for sharing your insight.

You can reach Caleb at his website, changstein.ca. And yes, that’s a Seinfeld reference. 🙂


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One single comment

  1. Dallas says:

    That’s a really impressive logo. So much symbolism while being so balanced.

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