Interview about 35 Anos Shalon Logotipo, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
This exclusive celebration provides a special environment for all participants, regardless of age or background. It is more than a significant event; it is an invitation to share meaningful moments, strengthen bonds, and experience spirituality rooted in tradition but open to innovations. In a scenario where the spiritual experience intertwines with the quality of time lived, this logo represents the institution and stands out for offering not only a commemorative event but also a space for the discovery of new perspectives and the celebration of collective achievements.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsTo represent the timeline of the 35 years of Igreja Batista Shalon, I developed a concept based on the idea of a continuous line that connects the church's beginnings to its current moment. I used the golden ratio to design the numbers, bringing balance and dynamism to the composition. The smaller number 3 symbolizes the church’s initial structure, while the larger number 5 represents its growth over the years—in membership, infrastructure, and reach. The upper stroke of the 5 alludes to the horizontal part of the cross, a central element of the church’s identity. The line running through the numbers reinforces the idea of continuity and progress over time.
The golden ratio conveys the idea of perfect proportion, found in nature. I drew inspiration from this concept to create a harmonic grid that offers simplicity and visual appeal to the audience. This approach holds unique significance in the Christian context, where the divine proportion is seen as the foundation of the perfect creation of all nature. I used this concept as inspiration for the design of the commemorative logo, reinforcing the connection between the perfection of creation and the church’s celebration.
I believe all of this was only possible by creating a simple, direct, and objective model. A minimalist line and highly simplified shapes were used, with the golden ratio grid serving as the foundation for the logo's development. The more complex symbolism blended seamlessly into the design, as the placement of each element had already been carefully planned. By applying the grid, all components fit together harmoniously, offering a clear and accessible visualization for all audiences that make up the institution.
The guideline I received was to create something that represented the 35 years of the church while also symbolizing a new era, reflecting the institution’s current slogan: "Together in a New Time." I aimed for a simple idea to depict the passage of time without relying on overused elements like clocks or hourglasses. The solution was a line representing both the timeline and growth over the years. This line also visually separates the past and present, with the number 3 on one side and the 5 on the other, showcasing evolution. The result is a modern and minimalist approach that conveys the message clearly and elegantly.
I aimed to provide clear context for what was created, using a logo that appears simple at first glance but reveals more elements and meaning when observed closely. The institution’s sector is traditionally resistant to change, but with this project, I was able to introduce a sense of innovation and modernity. I demonstrated that the institution’s ideals and values can be conveyed more simply and effectively through well-crafted and easily understandable design. This approach offers a more contemporary and modern way to deliver their message, fostering stronger connections with their audience.
The integration of iconography with typography is something I frequently use for this institution, as the iconic form of the cross creates a strong connection with the audience. For this specific project, I aimed to incorporate the cross subtly, considering it’s a celebratory material with a symbolic message. Inspired by the Christian idea that God is time itself, I used the vertical line as the base to form the upper arm of the cross, which also integrates with the number 5. This approach balanced the religious symbol with modern design. Since the number 5 is not fully closed, the harmony between the cross and the numeral made the logo both meaningful and easy to understand and apply.
My experience as a volunteer in social projects has significantly shaped my ability to understand the audience, especially a specific religious audience, as in this project. Years of volunteer work in various social initiatives have given me a unique perspective to understand, listen to, and learn from people from diverse backgrounds and social levels. This experience provided me with a broad range of insights, stories, and preferences from different audiences, as well as effective ways to engage and interact with each group.
Versão em Português:A estrutura deste projeto foi desenvolvida em duas partes: uma mais detalhada, com efeitos e texturas, e outra simplificada, para ser utilizada em materiais com menos espaço ou dimensões limitadas. Nos materiais menores, utilizamos a versão simplificada, enquanto em materiais de maior escala, que permitiam melhor visualização, aplicamos a versão mais detalhada. Dessa forma, a equipe de comunicação da instituição conseguiu usar o material de maneira fácil e eficaz em diferentes meios de comunicação. O resultado foi um material completo, sem dificuldades de aplicação, que trouxe a forma precisa necessária para representar adequadamente essa data festiva da igreja.Versão em Inglês:The structure of this project was developed in two parts: one more detailed, with effects and textures, and another simplified for use in materials with limited space or dimensions. The simplified version was used in smaller materials, while the more detailed version was applied in larger-scale materials, where better visualization was possible. This allowed the institution’s communication team to easily and effectively use the material across different media. The result was a complete design, with no application difficulties, accurately conveying the meaning of the church’s festive occasion.
Through the model we created, which we were blessed to win, we believe that all the institution’s celebratory materials will now seek something more: a better-developed, modern, and timeless design that resonates with today’s context, their audience, and the message they want to convey. With this well-crafted design, we’ve already noticed improvements in internal communication, as well as a shift in design and social media communication. The team realized that everything can be more beautiful and well-developed when the art has a purpose. The reach of the messages is much better with materials like these.Winning a prize like the A'design Award has provided them with a new perspective on what art and design are, and the impact they can have when applied effectively.
In the lower circular part of the number 5, some people began to interpret the circle as a clock, associating the shape with the concept of time. Upon closer inspection, they noticed that the additional layers of the timeline in the more detailed version included meaningful elements, such as the founding year and the anniversary year of the church. For some, the semi-circle also evoked the idea of a clock, subtly reinforcing the connection with the passage of time.
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