I recently created the logo for Living Well Marketing. I was initially approached to create a website, but it became apparent that a new logo was also needed. My client visited India twice in the last 12 months, and while there connected with a family in Jhansi, India, that currently cares for 13 orphans. As a result of this encounter, Living Word Ministries was born. Their vision is to build a facility that will house 150 orphaned children, along with a school, medical clinic and farm. Two plots of land have already been purchased, with more desired as opportunity arises. To fund this project and its ongoing costs, Living Word Ministries have established a business (Living Well Marketing) that is 100% owned by a charitable trust, and has not-for-profit and charity status in Australia. Their primary focus is to distribute wholesale food products to Australian supermarkets and other retail food outlets around South Australia and beyond. They specialise in mostly gluten-free, organic, fair trade and gourmet products. All net profits after expenses will go to the orphanage project.
For the logo I wanted to do a very simplified version of a well. I started by doing many sketches. I ended up turning 2 of my sketches into prototypes. I am actually quite happy with the concept the client chose, as even though it’s simpler, it is stronger. The well has a simple rounded grey wall, a grey triangular roof and blue circular water. In between there is some white negative space so the logo can easily be turned other colours and placed on different backgrounds. The blue water is the emphasis. I decided not to include a water bucket in the design, so the focus is just the water without overcomplicating it. I believe there is enough detail to imply a well in its simplest form.
Pairing the blue with grey, also helps the blue to stand out, rather than black per se which would compete for attention with the blue. I designed the logo for both vertical and horizontal formats, and also created a few different colour variants to go with it. The shape of the logo also looks a bit like a house combined with a well, which is really appropriate since the vision of this ministry is to house many orphans. I used Skirt Bold; a rounded sans-serif font, for the text, and repeated the blue again. The lettering is also aligned and spaced evenly.
In the Bible, a well is representative of God. As Living Word Ministries are doing God’s work, this is a great symbol. In John 4, Jesus talks about living water—a spring of water welling up to eternal life for those who drink it. It’s very representative of the Holy Spirit.
My other concept, which also focused on the blue water, was a well shown from above, from a bird’s eye-view. It included bricks surrounding the blue water and had even negative space in between shapes. However, it may not have been immediately obvious it was a water well and it was perhaps a little complex in its execution. I think the client made the right choice.