I was hired by Bethel University’s Campus Ministries office to design a new logo for the peer mentorship group called SHIFT. The request was for a logo that would convey the mission of SHIFT, “doing life with God and eachother to own our faith.”
Anatomy of the Logo
The Process
Drafting began with the concept of “water.” The ebbing and flowing is not dissimilar to the feeling of critically thinking through one’s deeply held beliefs for the first time. I printed the Word SHIFT on paper and photographed it under water
1. The first Drafts
The resulting first drafts appeared too childish when vectorized. I pivoted to a digital approach that acted as a play on the word “shift.”
2. The second drafts
The Second drafts felt too rigid, so I went to Photoshop and played with the Liquify tool. This bridged the gap between a play on the word “shift” and the concept of fluidity of faith.
3. The Third Drafts (Eureka!)
I found my favorite direction, the next step is to refine it and explore it’s possibilities.
4. Play with it, see how it feels
I found the logo I wanted, but it still wasn’t ready. The liquify tool was imprecise and left awkward gaps and odd bumps on the letters. I went in to multiple rounds of editing with the liquify tool and more precise adjustments with the pen tool.
