Firstly, I have researched the organization and the industry as it is very competitive. Feed The Soul brand has strong Christian values and the idea of the company came from 40 days fasting. The logo design had to reflect company core purpose what is, to provide clean water, but it should also factor in their long-term goal of growing self-sufficient communities through agriculture. The challenge was there. Compress a lot in a simple logo that is reflecting all the values and still not overwhelmed like their old badge. I had some idea in my head so started my process. First and foremost, as all my logo design this started on a paper too.

During the idea generation phase I wanted to explore the route of combining the water and Christianity in one symbol. This is how I ended using a fish/ichthys symbol. In addition, I tried many ways of merging the water element into the design. As a result of this process I came up with the above idea. Also, I have added three water drops to the logo mark. The number 3 is a significant element in the Bible.

Last but not least, finding the best typography that is supporting the logo is not an easy decision. To support the ichthys mark I have settled with bold sans serif font that complement the logo design. Furthermore, it gives a sense of a strong and well-established brand.

The logo now reflects the values and core purposes of the brand and also aligned with their slogan. “We never look down on someone unless we are helping them up”