equadra – Naming and corporate design for a new business
We developed the name and corporate identity for equadra—the newly established joint subsidiary of the Evangelical Lutheran Church in Bavaria and ESW Bavaria.
WORKSHOP TO KICK OFF THE PROJECT
By establishing a new subsidiary, the Evangelical Lutheran Church in Bavaria and ESW Bavaria aim to create a central point of contact for all matters related to the development of church-owned land and real estate. The purpose is clear: to shape change. Fostering human development. But what should the company be called? What should the logo look like? What values should the design convey? In an initial workshop with all stakeholders, we developed a brand profile, thereby laying the foundation for the rest of the creative process.
METHODICAL NAMING
Based on the results of the branding workshop, diff developed ideas for the company name. Through a methodical process and iterative consultations with stakeholders, numerous name proposals were narrowed down to a single favorite: equadra. The brand name is composed of “quadra”—derived from “Quadratum,” the intersection of the nave and transept in a church. The “e” stands for the two key players: ESW Bayern and the Evangelical Regional Church in Bavaria (ELKB).
LOGO AND CORPORATE IDENTITY
After conducting a legal review of the name, we designed a logo. The church in Haus symbolizes the company’s mission to develop church-owned land and real estate. We chose rust and gray—colors typical of architecture—while violet, as a liturgical color representing renewal and repentance, complements the church context. Together, these elements create a visual identity characterized by simplicity, architectural aesthetics, and a sense of church warmth.
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