COP 03 / The Church

The reformed Church on woodhouse lane was once a nightclub by the name of Halo. I never attended it, but it previously did have connotations relating back to the theme of religion - evidently due to the nature of the building. This nightclub had built up a specific theme: 

Halo shut down whilst I was in my first year of university, however recently they have had a rebrand, now titled the Church, another nightclub. The branding is more current, clean and approachable, relating more strongly to the type of music and the atmosphere. This branding will appeal a lot more to a younger, student audience. 

What is interesting to me is that although it is a church physically, the branding did not necessarily need to emulate this. The cross is used as the logo for the nightclub, relating back to religion very heavily. This is the globally known sign for Christianity. It is interesting to me how this can be used for a place that Christianity may reject, or may have rejected more strongly in the past; a place of drinking and partying and general ungodliness. Through the use of the cross, The Church has achieved a juxtaposition and has used religion as a leverage to communicate the novelty of their brand. 

The language is also important to note alongside the aesthetics. Here you can see the semantics used relating to religion, 'church', 'mass'. Alongside religious imagery that has a updated and contemporary feel through the use of colourful illustrative images alongside historical images with a more intellectual connotation. The contrast of these two themes brings about a modern aesthetic with mixed media and a fun image. Another contrast is the use of serif type and sans serif, again creating a juxtaposition between traditional and contemporary.

It would be interesting to contact those who did the branding for this project and enquire the reasoning behind it, or contact those in charge of the establishment to find out their reasonings for using religious themes.