First Presbyterian Midland is a missional church centrally located in a city with its roots in the oil industry. The final logo was selected for how it visually expresses the message of the mission statement – “loving and leading all people to deeper life in Jesus Christ.” The lower portion of the symbol extends downward to suggest the discovery of a “deeper life” in Christ. The upper part of the symbol reaches upward and outward, expressing the joy that comes with that discovery. The shapes facing outward on the sides of the logo represent the dual aspect of reaching others through loving and leading.

The FPC brand uses textural elements to create a softer, more natural and slightly contemporary appearance. The symbol is used as a prominent design element.

To communicate the church’s strategy, Auxano developed a die-cut brochure that unfolds one panel at a time to form a cross when completely opened up. The front of each panel shows the strategy icon and the back explains each of the key strategies. The stylized icons represent the key concepts and visually connect to the style of the logo.