Most people would probably agree that a painting could be called a work of art. It has the ability to portray a story and capture emotions through brushstrokes and colors that make the viewer feel the emotions that the painter was feeling. But does a company’s logo have that same potential?
Amazima Ministries, pronounced (Ah-mah-zeemah), started in 2008 by Katie Davis, is an organization that has used the potential of graphic design to communicate their message of hope for the people of Uganda. Their logo stands out to me as a beautiful example of how a logo can portray the message and the heart of an organization.
Even without considering the mission of Amazima Ministries, I think that Amazima has created a technically successful logo. They have a clean but interesting mark paired with a san-serif font for the name that uses capitalization and tracking to be legible. This logo has enough simplicity in form and legibility to be understood at a small size but also includes details like the small circles in the mark that make it exciting when enlarged. It’s even versatile as it can be displayed in full color or transformed into white or black and laid over any color background.
Discovering the mission of this organization uncovers the genius of how their goals are represented in this logo. Amazima Ministries’ mission statement is:
“To live out the love of Jesus by educating and empowering the people of Uganda and the communities we serve.”
Amazima achieves this mission by sticking to their core values and by operating numerous programs and outreach ministries in the community. The organization’s core values are passion, biblical truth, relationships, family, stewardship, and integrity. In fact the name ‘Amazima’ means ‘truth’ in the local language of Luganda. The ministry focuses on all of those principles as it carries out its programs which include a scholarship program, the Masese Women’s Beading Circle, Medical Care Outreach, Farming Outreach, and a new Amazima School that recently opened on February 13, 2017.
Knowing what Amazima strives for and the impact that it is having on people in Uganda, makes the logo for this ministry become both impressive and meaningful. The silhouettes of five people with the tallest in the middle visualizes the multitudes of people being helped and how this ministry provides for growth in their educational achievements and skill sets, in becoming financially stable, and in their personal journeys with God. The mark as a form also looks celebratory like a burst of confetti, as the transformation happening through this ministry is definitely worth celebrating.
It’s incredible how one logo can signify so much about an organization while maintaining the simplicity necessary of a logo. Amazima Ministries has achieved this difficult task through their design that encapsulates the story of hope and transformation that this ministry has written.
I will continue to go to art museums, but I’m also convinced that meaning and beauty can be found in works as seemingly ordinary as a logo.
Learn more about Amazima Ministries through:
Katie Davis’ book: Kisses from Katie