Ancient Paths - Visual Identity
The Association of Certified Biblical Counselors reached out to us to design the identity for its 2025 annual conference: Ancient Paths: Soul Care in Past Places. We began our process by immersing ourselves in the Scriptures and reflecting on the theme verse, Jeremiah 6:16. We found that this passage serves as a guide, a reminder that there are no shortcuts, only a call to walk the ancient path. From this idea, we developed our creative concept: Spiritual Navigation, positioning ACBC’s annual conference as a spiritual journey that explores eternal truths in historical contexts. For the visual direction, we drew inspiration from key themes: navigation, linked to lines, paths, and connections, and Ancient Paths, evoking rustic and mysterious landscapes, mountains, rocks, and vast fields. We designed a typographic composition that interacts with linear elements, creating a logo with a rustic and inspiring character. We also developed a flexible logo system with three variations to ensure