Through a handfull of changes, the flame of Central Assembly's logo had always stayed because it signified a key point of the church's history. But what did that flame and connecting history mean to a person new to Central Assembly, or even new to the concept of church as a whole?
It was with these thoughts that I explored a new concept—one that could be fresh and modern but with potential to carry history. One that was comprised of elements that could be used to share the mission and purpose of the church. The proposed identity starts with roots of where the church stands and what its purpose is.
The Grant Beach neighborhood is located in the center of Springfield.
Since 1911, Central Assembly has played a central role in this neighborhood.
The cross will always be the center of who the church is and and what they do.
Shape exploration combining ideas of cross and neighborhood blocks resulted in excellent results. With such obvious connections to the surrounding area, it seemed clear that a mark that incorporated these elements, either traditionally or in a more modern style, could connect on multiple levels.