My parents are really cool. Everybody who knows them agrees that they pretty much rock. So when they asked Jessica and I to rebrand their traveling ministry, we said “Heck yes”. Maybe we didn’t say “Heck”, but we definitely said “yes”.
My parents have had a ministry called Antioch Ministries for ages, yet as we researched their corporate identity, we found that all of their “clients” know them by name — not as Antioch Ministries. When they get calls to come travel to a place and do a marriage conference, men’s retreat, etc, people are asking for Michael and/or Gloria — nobody’s asking for Antioch Ministries. That’s when it hit us that their new brand needed to simply be them, absent of any pretense of grandeur or “corporateness”. Just simply owning the fact that my mom and dad are awesome.
Here’s their old logo, which I cobbled together years ago:
Not bad, but pretty “meh” for me.
I went to work with my pencil and sketch book, working on lots of different typographic treatments of their names. Jessica and I kept tossing new business names around, as we knew “Antioch” wasn’t going to work anymore. I kept coming back to a simple serif treatment of their names, nestled together in a classy, clean, contemporary arrangement.
Once we got the go-ahead on using “Michael & Gloria Cotten” as the new brand & company name, I move over to Illustrator to start working with type and vectors. After sending the first draft of logo ideas, I had a thought of making “Cotten” small instead of having it be the focal point. Within 30 minutes, I had created the first and final draft of the logo we went with. Sometimes inspiration hits, and you’ve got to be ready for it! In this case, I had lots of preparatory time and research in it, but it all came down to 30 minutes of type manipulation.
I used Calluna Light with some custom editing to get letters to intersect a certain way, and for the ampersand (my favorite glyph), I used Caslon Italic. The “cotten” is set in Calluna Sans Regular. Check out the letterhead I created: