St. Joseph’s Shelf

St. Joseph’s Shelf is a Catholic blog with practical reflections on ordinary life. I developed the branding, website, and other marketing materials.

Logo

The symbols in the logo all tie into the website’s mission and name. In the logo, the shelf is a reminder of St. Joseph, who was a carpenter. The cross cut into the side of the shelf represents Jesus. The oil lamp is a prominent symbol in Christian parables and has multiple meanings (bringing light, remaining vigilant, etc.).

For the typography, I combined a calligraphic typeface and a modern sans serif typeface, symbolizing the presence of older tradition along with the new.

The color palette contains prominent natural and earthy tones to reflect St. Joseph’s carpentry. I chose gold, terracotta, and brown for the primary colors and blue, green, and gray as a secondary palette.