Taming the Wolf Branding Process
A Universal Design
Taming the Wolf is a conflict resolution manual based on the peacemaking tradition of St. Francis of Assisi. The work will be accompanied by seminars, retreats, pilgrimages and mediation.
Taming the Wolf will appeal to Franciscans, Catholics, mediators, educators, peacemakers and, most of all, people who need to resolve conflict that is ruining their life. The client and I decided the logo should communicate a universal approach to conflict resolution, spirituality, St. Francis, peacemaking, strength, and unity.
Research & Brainstorming
We opted for a logo with a mark or symbol as opposed to a solely typographic logo. I researched and compiled images and material associated with peace, St. Francis, and mediation, then spent days sketching ideas.
Initially, I chose to concentrate on traditional Franciscan and peace symbols, but found they were too limiting.
I explored a series of looping infinity symbols that represented unlimited unity, the Franciscan cord, a leash or lasso (a literal “taming” of the wolf). We nixed these ideas as our research showed there is an over-saturation of infinity symbol logos.
Sketching & Discovery
I reworked the symbol, attempting to incorporate the “T” of Taming, and/or a human element, all to no avail.
As I was sketching, the “T”/knot/mesh symbol “revealed” itself. The symbol loosely incorporated the “T” while illustrating a feeling of unity, the Franciscan knot, and a faint representation of a person with open and enmeshing arms.
Refining
We were happy with the symbol, so I fired up Illustrator and refined the logo.
As for the type, I knew the symbol required a bold typeface, so I mocked up a few different choices. We chose a sans-serif because we wanted the logo to be modern and forward-thinking, despite the Franciscan/traditional element, which would require a serif. We decided Gill Sans worked best and I tweaked it a bit to fit the mark.
Color Choices
In discussions, we decided the symbol should be two colors and settled on a dark brownish purple with a lighter shade of the same hue. The logo works equally well as one color as in the case of the website.
Challenging & Rewarding
This turned out to be the most challenging logo I’ve created to date, but it was well worth the effort.