The challenge: Design a new identity for Victory Fellowship Church, a thirty year old and growing Protestant Christian Church in Nashville, TN. You may not use a Crucifix in the logo mark. The mark should embody the vision of the church: “VFC is a place for people who want to feel connected: connected to each other and most importantly, connected to God. Being connected to our very Source of life and living life together is the impetus of the ministry of VFC.”

Early inspiration centered around the Biblical symbolism of the tree – Specifically the Genesis account of the Tree of the knowledge of good and evil and the Tree of life. The fruit of the former representing temptation, loss of innocence and the fall of mankind from grace to mortality and death. The fruit of the latter representing eternal life and the redemption God will eventually offer mankind through the atoning sacrifice of Christ. The symbolism of life and connectedness to God through the tree is referenced by Christ himself in the new testament gospel of John 15:5 – “I am the vine; you are the branches. If you remain in me and I in you, you will bear much fruit; apart from me you can do nothing.” Perhaps worth noting – the tree, in the form of a cross, will be the instrument of Christ’s death and sacrifice for mankind, forming a complete circle from death to resurrection and life for both God and mankind. This connectedness is the embodiment of the VCF Church vision. The tree IS the Biblical reference and iconic symbol of their vision and along with the circle, the hope of mankind for eternal life in Christ.