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How
We Revived
People's Faith
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A Case Study — Brand Identity Development for "Vases d'Honneur", Rebranding.
Role — Creative Director
Agency — AOS Africa
Project typology — Brand Identity
Field — Church Ministry
Client — Vases d'Honneur
Country — Ivory Coast
A Contextual Overview
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Vases d'Honneur — "Vessels of Honour" in 2 Timothy 2:20 — is a global renowned church based in Ivory Coast and firmly driven by Pastor Mohamed Sanogo and his wife. Vases d’Honneur defines itself as a place, a family where people thrive and are willingly transformed into "Faith Champions" through a genuine intimacy with Christ.
Deeply rooted in the Word of God, Vases d’Honneur is the best place to convey the unfathomable love of Christ. Evangelical, missionary with a global imprint, the ministry is well known for its strong and trustworthy organization structure throughout Africa and the world, propelled by the Holy Spirit inspiration.
In order to revive its mission to spread the Gospel around the world, and streamline the sub-brands byproducts, Vases d’Honneur recently decided to revamp its identity. I had the opportunity to lead this rewarding identity project.
Vases d'Honneur — Previous main logo flaws : cluttered, unflexible, unrelevant to a certain extent.
Scope of Work
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• Brand Strategy
• Brand Identity Architecture
• Brand Identity System
• Brand Messaging
• Brand Identity System
• Brand Messaging
• Stationery System
• Collaterals
Current Identity system
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Vases d'Honneur, Subsidiaries previous identities — Main flaws : uneven, cluttered, unflexible, unrelevant.
Vases d'Honneur, Main sub-brands previous identities — Main flaws : unrelated to the mother-brand, cluttered, unflexible.
The Challenge
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The main challenge in uplifting the Vase d’Honneur brand includes those ones:
• To strengthen the brand attractiveness;
• To harmonize the visual architecture of the main identity and its sub-brands ;
• To better materialize the spiritual anchoring of the church;
• To legitimize church mission: raising interest among Christians across Africa and the world;
• To convey the perception of a brand fully in line with our era.
The Solution : Reigniting Faith In The Lord
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The brand-new identity initial concept firmly takes its roots into the Word of God. It has to convey both the idea and the feeling of the unfathomable and unconditional love of Christ. Starting from that point, we crafted a relevant strategy that perfectly fits the mission of the church: more than a place, Vases d’Honneur is a family. A family where people are meant to grow and thrive within Christ intimacy. A family where their faith is revived more than ever and help them getting closer to the Heaven.
The Brand Identity Concept : The Anointing
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How do you infuse the Gospel core concepts into a brand identity while staying minimalistic, efficient and conveying both relief and faith? How do you shift the identity of such an iconic church without losing the core faithful audience, and at the same strengthen their trust and their faith in God? The visual identity has to portray both the brand inner voice and nature while helping people (re-)connect with the Holy Spirit. The whole thing has to be as simple as it can be.
Vases d'Honneur — The brand-new identity concept : the burning faith, the anointed oil droplet, the blood of Christ.
The Anointing Symbolism
• The Burning Faith
• The Anointed Oil
• The Eternal Life
Vases d'Honneur — The Anointing Concept taps into he burning faith, the anointed oil droplet and the blood of Christ imagery.
Vases d'Honneur — The new identity basic lockup
The Color Scheme
• The Golden Yellow — The values of Honor, Excellence, Purity that embodies everything we want to accomplish for the Lord.
• The Crimson Red — The Kingdom of Heaven. This embodies the establishment of the Reign of God through Christ on Earth. This tint also portrays the Sacred Blood of Jesus.
• The Hope Green — This one brings us back to the Christian Hope, the one that helps us believe in the coming back of Jesus-Christ.
Vases d'Honneur — The color scheme
The Nod : The Eternal Life Symbolism
One hidden meaning of the brand-new identity is the “Eternal Life” symbolism. This key message of the Gospel is portrayed through the lines flow of the logotype. Actually, we gave enough room to read both the letters “VH” — the initials standing for “Vases d’Honneur”, "Vessels of Honour" (in 2 Timothy 2:20) and “Vie”— which stands for “Life” in french.
From this point on, the identity strongly embodies the promise of God, i.e. the Eternal Life for those who believe. "Vases d'Honneur" is the proud carrier of this message.
Vases d'Honneur — The brand-new identity + Tagline lockup
Expressing a Vibrant Spirit : Brand Attributes
Vases d'Honneur, Rebranding — The Brand Main Attributes
Collaterals Samples
Vases d'Honneur, Rebranding — Collaterals, Business Cards.
Vases d'Honneur, Rebranding — Collaterals, Business Cards.
Vases d'Honneur, Rebranding — Collaterals, Stationery.
The (main) Sub-Brands
• Leaman — Extraordinary Women Ministry
• Academy — Gospel Training Ministry
• Bloom — Spirit Transformation Curriculum
Countries and Cities New Identities Samples
The Outcome
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Agency
AOS Africa
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Creative Director
Vilevo Symenouh
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Photography Credit
Vases d'Honneur, Unsplash
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Side notes
As you can easily perceive, the overall visual impact of the latest logo lockup is less powerful. Due to the resizing of the flame shape and its new position, the whole thing is less impactful. We lose a lot in terms of symbolism, especially in the strength of the flame / oil shape meaning.
