(Est. 2006) “Theos is a religion and society think tank based in the United Kingdom which exists to undertake research and provide commentary on social and political arrangements. Theos aims to impact opinion around issues of faith and belief in society through research, publications, media engagement and events. Theos was launched in November 2006 with the support of the then Archbishop of Canterbury, Rowan Williams, and the then Archbishop of Westminster, Cardinal Cormac Murphy O’Connor, and maintains an ecumenical position. Theos is based in Central London.” (Wikipedia)
Sparks Studio (London, UK)
The preferred route added quote marks to the start and end of Theos. The logo is a custom wordmark based on Gentium, an open source serif typeface designed for readability. We brought this together with a vibrant and balanced colour palette to add energy and dynamism. We also created a symbol using the ‘T’ of Theos in a strong, round frame for use in small spaces, particularly digital screens.
Images (opinion after)
Logo. Monogram. Brand statement. Stationery.
Reports. Website. Mobile.
The old logo was mostly alright… the combination of the name and star made it clear it had something to do with religion but perhaps it looked more like the logo for a church than a research group and think tank. The new logo does a great job in making this feel more scholarly through the choice of a serious-looking serif and, certainly, the use of the quote marks that are cleverly and nicely built into the first and last letters. The execution is just right and the quotes become a useful graphic device in some of the applications. The monogram is a good extension of the full logo but, on its own, floating in social media, the opening quote mark misses its companion that better communicates the concept. The applications are simple and good-looking… those report covers are crisp. Overall, this has a solid presence that comes across as thoughtful and authoritative without being preachy.