Project · 03

Laredo Church of the Crossroads

40th anniversary · Identity redesign

Crossroads is more personal than most client work. I've been part of Laredo Church of the Crossroads since 2018, and for its 40th anniversary I was asked to redesign the church's identity. The challenge wasn't to invent a different church. It was to make the existing identity clearer, simpler, and unmistakably Crossroads.

The previous mark already referenced the large cross built into the front of the church, but it competed with several other shapes and ideas. I stripped those away and made that actual architectural cross the center of the new mark. For people who know the church, the silhouette is immediately familiar. For those who don't, the cross still reads first.

The identity also had to work beyond a presentation. It needed to reproduce on screens, apparel, signage, merchandise, print, and in one color. The system includes alternate lockups and simplified applications so the mark doesn't depend on the full color treatment to stay recognizable.

This one means more to me because it belongs to a place that has been part of my own walk with Christ. Getting to contribute something intended to live beyond the anniversary made it more than a logo update.

The finished identity, built around the church's architectural cross.

Previous and redesigned Laredo Church of the Crossroads logos side by side — **Before and after.** The redesign removes competing elements and gives the cross the visual priority.

Cross on the exterior of Laredo Church of the Crossroads beside the redesigned symbol — **The source.** The distinctive cross on the church exterior became the center of the new mark.

A flexible identity system with primary, horizontal, icon, and one-color configurations.

Crossroads identity color palette — **The color system extends the identity across navy, blue, red, gold, and supporting tints.**

Color studies show how the symbol holds together across different combinations.

Crossroads identity applied in the church stage environment — **Church-stage application.** The simplified symbol stays recognizable at a distance.

Merchandise application using the compact icon and wordmark lockup.

Print application. The mark carries cleanly onto a simple branded bag.