Serenity Inc. Logo Process

A few weeks ago we began the task of marketing Serenity Inc. with the name of the organization, the words "Domestic Peace", and a little bit of the sense of Serenity's purpose. Bill offered his raw format opinion of their former logo here.
Misty surveyed relatives and friends on what the words "serenity" and peace meant to them, Bill Google Image searched the words and looked at hundreds of images. We discussed our findings and came up with about 4 possible areas of imagery, and Misty began making sketches until she had over a hundred.

We pored over the sketches, and narrowed the field down to 3 themes: Family, Dove, and Sunrise. More sketches were made, and we narrowed it down to 3 finalists. Grayscale versions and 4 tagline options were presented to the Board President and Executive Director, and a consensus began to emerge.

Now it was time to review the process with the full board and include their feedback, so color schemes we presented. And taglines were offered -- Building Domestic Peace, Bringing Domestic Peace, Making Domestic Peace, Waging Domestic Peace.

And the winner is Family Purple on Blue, Bringing Domestic Peace!