Minneapolis-based First Free Church reached out to designer Allan Peters to help with modern, accessible rebrand. For the identity, Allan Peters took the church’s tagline, “Christ Centered, Christ Sent,” and created a visual metaphor for its new logo. A cross-shaped tree on a hill—based on the Christian image of “cavalry”—forms the center of the circular identity, both representing the church’s philosophy of studying the Bible and spreading the word. The type and icon are both custom-designed in a mono-weight stroke that simplifies the visual language, but also references the monotheistic Christian God.
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