Logo and Brand Identity Update
The following page lays out a proposal to make official, mostly minor changes to the “fc pick” and brand identity. The changes are presented in contrast with the current official logo adopted many years ago. Most of these changes have been tested and fine tuned over the past year and you have already seen them at work (eg the monochrome scheme, the thin ring, etc.) but at this point I propose we adopt the following changes and to have one official logo with posted brand parameters that fellowship church could commit to for the next five years. The changes can be broken down into four different categories:
Simplify, Color, Shape, and Lettering.
Simplify
The first change is to go from a 3 color logo to a monochromatic logo that can be one of 6 colors listed in the “color” section below.
+ More about the simplified logo
The current official logo features three colors. The new logo is one color. The exact color of the logo is not rigid but can be one of six colors based off what provides the highest contrast possible for a given background. In addition, a smaller pick only icon can be used in situations where the logo is so small that the “fc” would be distracting, such as a favicon (on a web browser) or a small heading on a document.
2. Color
The second change is to use a new bright color palette!
+ More about the color scheme
Perhaps this is greatest update but I believe it accurately represents the change of the campus culture as well as modern branding practices (think google) and better represents the youthful, not-too-serious character of fellowship church. As A&M has grown, the Aggie centric culture of the campus has diminished. Students who are all about A&M are a smaller and smaller percentage. Since this is the case, a logo that features maroon, white, and gray means significantly less to students. In general, while there are some “all about the aggies” students, this is typically not who fellowship church attracts. The new colors of the logo and brand offer a fun, youthful feel to our online presence, ad-evangelism materials, and information documents. his color pallet has already been in use for the Sunday service over the past two years and has proven flexible and diverse enough for any occasion. When a maroon is really needed for maybe the more traditional aggie, the red color is close enough that most people won’t think twice about it, especially when it is used alone.
3. Shape
The third change is a slight alteration to the original pick shape and a thinning of the outer ring to increase focus and contrast.
+ More about the shape
The current logo isn't symmetrical. The top half of the pick is slightly flatter than the bottom. The proposed logo is mostly identical to the first accept I fixed this annoying oddity by using the bottom half and reflecting it and... voilà, symmetry! Another change is the thinning of the ring around the pick. A thin ring makes the logo feel less bulky and adds contrast between shapes without being too unbalanced.
4. Lettering
The fourth and final change is to utilize a new font that fits spacing in the pick better, with the letters being offset to mirror the curvature of the “pick.”
+ More about the lettering
The last change is to use a typeface that better fits the space within our logo. Before our logo used a typeface called Gotham (which unfortunatlely we never owned). The new logo uses an open-source license front from google called Mulish which is free and anyone can download it easily. Mulish is pretty similar to Gotham but without getting too nerdy, I can just say it “fits” better based off of the shape of the letters. I also staggered the f and the c to make them more balanced within the pick. When the logo is used with the full fellowship church name it might look like this:
