NatCATT
Type of design: Logo, identity, branding
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NatCATT stands for Nativity BVM's Catholic Adults in their Twenties and Thirties, a group based out of Nativity BVM Parish in Media, PA. They host social and faith sharing events throughout the year and wanted a rebrand as they expand their network.
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Final NatCATT logo package.
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In use in an email blast.
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Concept development:
A survey of the leadership committee identified the primary values of the group. They want new participants to feel welcome and have a sense of community and friendship, while also remembering the central focus of their Catholic faith is communion. The word is a hybrid of an acronym and an abbreviation, which made it difficult to handle typographically. During the ugly sketchbook stage I searched for shapes and lines that would convey the sense of community while also exploring shapes and symbols associated with the church. This was also an opportunity start thinking about colors and the psychology behind upcoming color choices. The next step was to make a selection of options based on the pencil sketches. These were intentionally rough, intended to gauge the leadership committee's reactions. From their comments, I determined what their actual expectations were, took the two most preferred versions, and continued development. |
The ugly sketchbook stage.
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Continued development:
I chose two fonts - Helvetica Neue and Insignia LT Roman. One is thin, open, and friendly while the other has weight and is both more serious and approachable in equal measure. The Helvetica Neue version had a shape that was intended to be friendly and open. I also explored an ancient Christian fish symbol. The last question was figuring out what to do with the double T at the end of the word. None of the TT options worked in the space it was given. The Insignia LT Roman option was much more successful. Each letter has a substantial weight to it but is still friendly. More importantly, the TT at the end of the word nests in a collegial way. Double parentheses looks like a warm hug given among friends. A small cross in the C makes it look like a communion wafer, around which their faith lives are centered. Lastly, all the T's are angled to point back to the C and give a vague symmetry to the overall shape. Blue is one of the parish's existing colors. Marigold was an arbitrary choice but had the most energy out of the other options available. |