Asymmetrical. Unique. Unexpected.

Our response to the "C" logo considers your values more deeply. Also, while it indeed is a "C," the design presents the "C" in a way that makes the logo much less about the letter itself than the former iteration. So we have the benefit of a memorable letter association, without being too overt with the letter itself.

Asymmetrical

"Beauty in asymmetry" is not merely an aesthetic preference. Asymmetry calls to mind the raw, unexpected quality of creation. God's people do not fit into a perfect mold, and this reality is not something to be covered up.

Unique

In this simple, yet striking shape, we have a combination of straightforward geometry and dynamic engagement. It indeed is a "C," and a simple one at that, but the "cross" portion brings in just a touch of complexity, as it leads the mind to see an implied cross, by only really showing the side edges of that cross. Thus we have a memorable "aha" moment.

We're finding that this logo, when presented vertically, as in the mug above and the coaster below, works best with a containment device.
Unexpected

We don't expect logos to extend so far beyond their center. We don't expect logos to reach to the top and bottom edges of their container (as shown above). We don't expect such a strong assault against "normal."

When the logo symbol enters into a container, it can be slightly modified, so that the upward and downward extensions can reach the edges of the container, as shown in this "Body Life" design.
The size relationship between the symbol and the word mark in the logo can be modified, depending on the context. In the case of a T-shirt, for example, when the symbol can be blown up to a large size, the word mark can be downplayed to give way.

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