Tenth Church is a community of people from different cultural, social, and spiritual backgrounds. Being around for over 70 years in the Vancouver area, the church needed a new brand identity. To create the new design which needed to avoid stylistic trends, cliches and speak of today versus traditional cues of the past, they worked with Nancy Wu, a Vancouver based designer.
I knew early on that using a T + cross combination was the way to go. The real epiphany happened when I reviewed the brief and the idea of welcoming/being inclusive shown as open arms, and the idea of worship as hands raised upwards, made me feel that the original version was too stiff. Adding some animation or emotion – but not over the top – was the key to bringing the logo to life. The simple wordmark incorporates a graphic icon with multiple conceptual themes of worship, welcome, transformation, outreach, and the cross.
June 9, 2009