We always appreciate seeing the ‘behind the scenes’ work from a brand or logo design project – it gives an insight into the designer’s mind in a way that usually remains insider information. The Leaven for Humanae Vitae logo and branding project caught my eye for just that reason. Designed by Luma Vine Creative, they state:
The brief called for a redesign of their old logo to represent their new online presence and to expand their visibility among volunteers, donors, supporters, as well as people they can help.
It’s the additional insight that really interests me with the project. Looking at the logo, which I objectively respect for it’s human aesthetic and personal qualities, they continue:
In our early discussions we talked a lot about family and how those they help are often facing difficult financial decisions because of large families or because they chose family over career. I realized that the larger theme here was love. This idea really resonated with the founder, and brought an impactful element to the imagery I was working with. Since the word Leaven is not necessarily familiar to everyone, it was important that the imagery helped support understanding the meaning of the name. However, we didn’t want it to be confused for a bakery or farm logo if wheat or bread elements were used. It was to be a modern brand that stood out among other causes, and had impact and relevance especially in a media saturated culture. The new phase for the organization relies on social media connections and online grassroots involvement to work for a higher good.
Clearly retaining the form of the traditional wheat, but simplifying and focusing on the message – all essential aspects to a rebrand! – the result is beautiful.
Initial sketches show the final, selected concept taking form (centre) with some interesting additional significance of the “love thy neighbour, love family and love God”.