I am grateful for the series of events, both big and small along with a well-timed text on an April morning last year that landed me here at CBM. The assignment – bring CBM’s focus for the future to fruition in the form of a new brand identity. What a challenge. What a privilege.
As a creative director with over (cough, cough, thirty years in the communications industry) I have worked on a wide variety of projects and business segments. Each assignment requires that you understand the product and the marketplace as well as the audience. Then, through design process, exploration and research you wrestle to bring ideas and insights together that can best express the message.
That is the job. Whether its fast food, fire alarms or prescription medications, in print or pixels, television or radio. It’s not brain surgery, it’s way harder than that.
Adding limitations always benefits creativity.
There were some equities in place to assist us forward, three things worth holding on to:
The Name – we are and will continue to be CBM
The Colours – the blue and green has been consistent for many years
The World – the previous logo included a stylized portion of the globe
Through my experience I have often found the early part of the creative process to be akin to prayer. You can be intentional, but you can’t grasp after it. You can be busy in the processes, but you have to keep listening. And when it is most satisfying… is the moment when you you catch the glimpse and exclaim “Ahh! There you are!” After that the only thing left to do is everything.
The following is how the new logo will unpack and communicate the layers of complexity that is CBM.
Embracing a broken world through word and deed.
Individuals, local churches, and Canadian Baptist denominations,
along with our international partners.
Our areas of international engagement divide
into eight sectors:
1 Children & Youth at Risk
2 Evangelism & Church Planting
3 Food & Community Development
4 Training Leaders
5 Peace, Justice & Reconciliation
6 AIDS & Health Care
7 Strengthening Partners
8 Crisis Response
As Canadian Baptists we have a unique place in God’s world, a uniqueness reflected in our geographic diversity.
Growing it all together…