Firstly, I took a 'hand rendered' approach, testing whether a friendly typeface using ink would suit the brand. These looked crafty and didn't capture the brand as I was hoping. Using a hand rendered type would look welcoming and conversational, however it is not appropriate for this brand - the aims are for a polished and 'cool' aesthetic, inviting consumers in who may not initially be religious, and using design to entice and engage them.
Moving on from this I began to envision a more chunky typeface, which suits the contemporary vision and demographic of young adults. A thick typeface is impactful and loud.
I experimented with placing a 'droplet' as the 'O' letterform to invite concept and embeds the product within the logo. Similarly, this was tried with the crucifix as the 'T'. This would look better designed digitally but gave me a feel of how to communicate the connotations of the product from the initial logotype.
Experimentation with just an icon gave me ideas on how to manipulate the crucifix to connote both the words 'holy' and 'water', in doing so, this creates a successful brand image which accurately conveys what the product is about from the first glance. This was done above by combining both the cross and the water droplet.
Now I will take to illustrator to try some of these ideas digitally and refine them, also experimenting with more blackletter / decorative typefaces.
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