Combining a record label and ministry is the heart of the vision of Matchlight Records. It's a new concept for a non-profit, and that's exactly why creating its brand was just the kind of challenge we love.
Matchlight Records is a ministry on a mission to reach the nations with the transforming message of the Gospel through worship music. They partner award-winning industry production experts with local musicians in countries across the globe to create, record, and distribute worship music where currently none exists. Along with this, they facilitate concert events, production training, media resources, and recording equipment technology - and it's all funded solely through donations.
Pretty great, right? So as we started brainstorming, we developed a list of key elements that needed to be communicated in the brand:
Black and white, like a traditional record label
An image of a match striking or lighting
Identifiable as both a record label and a ministry, especially with the website, where images would be key
Transferrable as a large image on merch or signage and also as a small image on album artwork
Something distinctive and easily recognizable that would work well for branded merch that artists wear on stage
These guidelines helped set the framework for brand alignment through the website, social media, and design. Now we were ready to move on to the actual creation stage.
First we chose a font that represented the look and feel we wanted for the brand. Then we added a little design element to the "M" by putting a transparent line through it. This helped change a word in a common font to a distinctive brand in one simple stroke.
Next we focused on an iconic image that would work well with the font. Below are just a few of the ideas we considered that helped get us to our final design. You can see how the flame icon evolved, as well as the display of the word Matchlight, and eventually we came up with the image we liked on the far right.
With a logo now established, we moved on to the creation of the website. We determined the images on the website would be the best way to portray the ministry side of the label. We chose a few colors that would work well with the black and white logo and still have the appearance of a record label, and then picked images that complement these colors and communicate what the ministry side of the label represents: worship, music and recording, and lifestyle and culture in countries where the non-profit works. You can see a snapshot of the finished site here:
Once the site was ready, we developed social media images using designs from the website. This helped the finished product achieve the alignment we were going for across website, social media, and design.