• What shall we talk about?



St. Mark’s College and Corpus Christi College

[vc_row padding_top=”0px” padding_bottom=”0px”][vc_column fade_animation_offset=”45px”][vc_single_image image=”415″ img_size=”full” alignment=”center”][/vc_column][/vc_row][vc_row padding_top=”0px” padding_bottom=”0px”][vc_column width=”2/3″ fade_animation_offset=”45px”][vc_column_text]We were initially hired to do a brand audit for two separate Catholic colleges that occupy the same facilities at the University of British Columbia. The existing logo that was, more or less, shared between the two colleges was based on an outline drawing of a bronze sculpture on one of the exterior walls of the college buildings. The sculpture depicted Jesus and a winged lion, the traditional symbol of Saint Mark the Evangelist.

Up until that point, there had not been any brand guidelines for the colleges and “things had gotten out of hand.” One day while waiting for a meeting, I counted 42 different variations of the logo on the noticeboards in the hallway  where I was waiting.

Aside from the beauty of the bronze sculpture. The image did not translate well onto a logo. After presenting our findings to the Board of Directors at the College, we were hired to redesign the identities for both Colleges.[/vc_column_text][/vc_column][vc_column width=”1/3″ fade_animation_offset=”45px”][mk_custom_box bg_color=”#eaeaea” border_color_style=”single_color” border_color=”#cecece”][vc_column_text]Saint Marks College &
Corpus Christi College
University of British Columbia
Vancouver, BC.
[mk_font_icons icon=”mk-icon-check-square” size=”small”]Re-branding — Corporate Identity
[mk_font_icons icon=”mk-icon-check-square” size=”small”] Brand consulting
[mk_font_icons icon=”mk-icon-check-square” size=”small”] Environmental design, Way-finding graphics
[mk_font_icons icon=”mk-icon-check-square” size=”small”] Business Collateral design
[mk_font_icons icon=”mk-icon-check-square” size=”small”] Product packaging design[/vc_column_text][vc_column_text][/vc_column_text][/mk_custom_box][/vc_column][/vc_row][vc_row padding_top=”0px” padding_bottom=”0px”][vc_column fade_animation_offset=”45px”][mk_padding_divider size=”80″][mk_fancy_title size=”30″ force_font_size=”true” size_smallscreen=”30″ size_tablet=”24″ size_phone=”14″ font_weight=”300″ txt_transform=”none” font_family=”Open+Sans” font_type=”google”]

A break with tradition

[/mk_fancy_title][vc_column_text]In redesigning the identity, we wished to maintain the connection with the original lion, signifying the origin of the logo and namesake of the college, the church attached to the college, as well as the parish itself. Plus, and perhaps most obviously, the lion is a strong heraldic symbol which depicts many of the brand values that the colleges wished to represent.

The colleges’ redesigned emblems show a “lion passant,” or walking, with the right forepaw raised and all others on the ground. In heraldic terms, the lion is “sinister” —Latin for “left”— meaning left from the viewpoint of the bearer, to the right from that of the viewer. In our design brief we made a conscious decision to break with the heraldic tradition, we felt that the lion facing to the right represents the future and creates a stronger visual relationship in with the name of the colleges, as well as the lions gaze fixed at the crucifix in the text.[/vc_column_text][mk_padding_divider][/vc_column][/vc_row][vc_row padding_top=”0px” padding_bottom=”0px”][vc_column width=”1/2″ fade_animation_offset=”45px”][vc_raw_html css=”.vc_custom_1465756623952{background-color: #ffffff !important;}”]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[/vc_raw_html][/vc_column][vc_column width=”1/2″ fade_animation_offset=”45px”][vc_column_text]After our first round of design, we arrived at a stronger depiction of the lion with cleaner, modern lines. We preserved the stance and posture of the original in keeping with traditional heraldic poses. Though, after some consideration, we decided that the new approach looked too fierce. So we changed the body of the lion to appear less rigid.

The new stance shows ease and pride, leadership and virtuous authority. The various numbers in the identity, like the twelve rays of the sun, all have biblical meanings that were incorporated with the approval and guidance of the Fr. Mark[/vc_column_text][mk_padding_divider size=”80″][/vc_column][/vc_row][vc_row padding_top=”0px” padding_bottom=”0px”][vc_column fade_animation_offset=”45px”][mk_padding_divider size=”80″]



Saint Mark’s/Corpus Christi stationary


Saint Mark’s/Corpus Christi shirts

SMC-CCC Exterior way finding plan

[/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size=”80″][mk_fancy_title size=”30″ force_font_size=”true” size_smallscreen=”30″ size_tablet=”24″ size_phone=”14″ font_weight=”300″ txt_transform=”none” font_family=”Open+Sans” font_type=”google”]

Unexpected outcomes

[/mk_fancy_title][/vc_column][/vc_row][vc_row padding_top=”0px” padding_bottom=”0px”][vc_column width=”2/3″ fade_animation_offset=”45px”][vc_column_text]After the project was completed the President of the Colleges, Fr. Mark Hagemoen, was appointed  Bishop of the Roman Catholic Diocese of Mackenzie–Fort Smith. As a part of taking the office, the new Bishop must have a Bishop’s coat of arms, that has to be registered with the Canadian Heraldic Authority attached to the office of the Governor General of Canada. Fr. Mark had been a supporter of the non-traditional lion pose we developed for the colleges.

However in heraldic terms, sinister facing is considered less noble. And consequently, the designers at the Canadian Heraldic Authority refused to comply with the wish of the Monsignor.  I was honoured to be asked by the incoming bishop to design his Coat of Arms. The design incorporates elements that represent the Bishop’s namesake, his order and faith, his native Vancouver and his Diocese —  in addition to the traditional elements that are required by the Roman Catholic Church.

[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_single_image image=”261″ img_size=”full”][mk_padding_divider size=”120″][/vc_column][/vc_row]