The Story of the Logo Design
I've been asked twice about the origins of the Heartbeat Formation logo. Foxee Design created it based on my answers to her Brand Brief Exercise.
The exercise made me think deeply about the creation and the work of my spiritual direction practice. Why was Heartbeat Formation, LLC, necessary, who would it benefit, and how would it help others develop and grow spiritually through faith in Christ? How would it help me grow in my spiritual formation? I was launching a non-traditional ministry in my Baptist faith tradition. I was building a Christ-centered contemplative practice rooted in Jesus Spirituality, infused with African American Spirituality, wrapped in tenets of monastic ascetics, silence, prayer, and biblical meditation to experience an encounter with God through the nudging of the Holy Spirit in a communal setting. But the exercise required a description first in one sentence and then in one word.
One sentence: Tuning your heart to the heart of Christ with “unforced rhythms of grace” (Matthew 11:28-30 MSG).
One word: Practice.
“Tuning your heart to the heart of Christ with “unforced rhythms of grace.”
“Practice”
And there were more questions to consider.
What did Heartbeat Formation represent? Spirituality, lifestyle, soul care, self-care, and rest represent “unforced rhythms of grace.”
I’m defining “unforced rhythms of grace” according to the gospel of Matthew 11:28: living a life that allows an “intermission from labor” i.e. rest to recover to refresh your soul. A life learned and characterized by Jesus’s “meekness and gentleness.”
Gentleness, in Greek prautes, was derived from the root pra, emphasizing the divine origin of meekness, “gentle strength.” Gentle strength expresses power with reserve and gentleness. For the believer, meekness begins with the Lord’s inspiration and finishes with His direction and empowerment. It is a divinely balanced virtue that can only operate through faith.
When living an overly busy, unbalanced lifestyle that feels like juggling responsibilities — relationships, school, work, church, hobbies, vacation, exercise, etc. — simultaneously, we balance things precariously and sometimes manipulatively. Rest and recovery are unimaginable. Gentle words and kindness are smothered by “weary and heavy burdens” that do not offer peace. We drop or miss finding time to enter God’s rest. And then entering God’s rest feels forced, ritualistic, obligatory.
Heartbeat Formation represents being gentle not only with others but with ourselves. Heartbeat Formation represents living into Francis de Sales, bishop of Geneva, notion to “Never be in a hurry; do everything quietly and in a calm spirit. Do not lose your inner peace for anything whatsoever, even if your whole world seems upset.”
Francis took seriously the words of Christ, “Learn of me for I am meek and humble of heart.” He said it took him 20 years to conquer his quick temper, but no one suspected he had such a problem with his “perennial meekness and sunny disposition.”
What did Heartbeat Formation offer? Spiritual direction and soul care for individuals and small groups online and in person, by phone, Instagram, and text message. Heartbeat Formation offered spiritual retreats, WORDshops, spiritual autobiography writing, and walking sessions.
Walking spiritual direction sessions offers spiritual and physical exercise.
I connected walking sessions to my time at Princeton Seminary. As a member of the Anam Cara Ministry, I companioned a first-year seminarian during the first semester of their arrival. Anam Cara, which stems from Celtic Spirituality, is a soul friend, that refers to a spiritual guide, mentor, and confessor. Instead of just meeting for coffee we scheduled walks together. I listened while they talked about their concerns, seminary, faith, and family. We prayed for the next steps in their life.
Walking offered us spiritual and physical exercise. Sometimes, I walked with other seminarians listening to their concerns and God’s movement in their lives. Since I was a spiritual director-in-training at Oasis Ministries, I practiced deep listening while walking. Without the brand exercise, I would not have made this connection, imagining a spiritual direction walking session.
After all, two disciples unknowingly walked alongside Jesus on their way to the village of Emmaus. The gospel writer, Luke, tells us the two unburdened their sorrows and diminished hope yet they listened deeply to Jesus explain the Hebrew Scriptures. They listened deeply becoming so attentively they invited Jesus to be their guest. “Stay with us.” At the dinner table, Jesus takes bread in His hands, breaks it, and gives thanks, handing each one a piece. The disciples’ eyes were suddenly opened, and they recognized Jesus. They even realized while talking to Jesus on the road their hearts were on fire, “burning within us.”
Vision and Mission
Clarity for the vision of Heartbeat Formation (HBF) to walk with others as they develop and sharpen their spiritual formation and grow closer to Christ. More clarity HBF's mission: to guide and nurture the spiritual awareness of God’s activity in the lives of believers and seekers through sharpening their spiritual practice that fits their spirituality, lifestyle, soul care, self-care, and rest for “unforced rhythms of grace.”
Who is the target audience? Of course, it can’t be everyone. And honestly, I’m not sure as I’m answering the question. So, I write 24-65, mainly female, English speaking, US & International. I pray, Lord, send who you know needs my Heartbeat Formation. Open my heart and my soul to them. You send who fits.
The next question: How would customers describe Heartbeat Formation? This was hard. How do I know? If I’m overwhelmed by these questions, how would I start a practice? I breathe. I stop. I pray. I wait without rushing for an answer.
Finally, I fill in the question. My clientele is directees and would describe Heartbeat Formation as a safe space to practice the practice of being still and quiet, settling down, and listening to your heartbeat so that it connects to the heartbeat of God. Heartbeat Formation is a space to contemplate and practice the formation of your heart to help the rhythms of your spiritual and personal life flow from one thing to another based on the rhythms of your lifestyle. A space to sit and be. A space to vent, cry, laugh, dance discover, and lean into the “fire burning within.”
And then what kind of image did imagine? A design similar to interlocking circles, hearts, and a Venn diagram that represented three stages of Heartbeat Formation, LLC.
Swirls and swooshes emulate the heart beat rhythm.
Cursive typeface represents the flow of spiritual direction.
Foxee Design Process
Here’s how Foxee, the graphic designer, describes and breaks down the logo concept:
I used a cursive typeface for “heartbeat” to represent the flow of spiritual direction. I leaned away from the traditional heartbeat visual to allow the swirls and swooshes of the typeface to emulate that rhythm.
I used a retro, bold serif typeface for “formation” to create a solid, strong foundation for the logo.
The heart in the center represents the heart of the spiritual directee who will be shaped by Angela's practice. The heart drips down to make the “A” in “formation,” uniting the two words.
Ideation: I wanted to veer away from typical Christian aesthetics and focus on the foundational aspect of the logo. Inspired by the words “flow “and “nurture,” I was drawn to this illustration of a woman’s melting head. I replicated the melt but replaced the head with a heart; combined, the heartmelt created a unique organic shape. This new form reminded me of rock formations that take shape after centuries of erosion from wind and rivers. Rock structures symbolize the divine and the eternal in many religions and cultures. It is a perfect symbol for the growth that one experiences in a spiritual direction.
One year later, the hearts that Angela’s practice has shaped said: “Dr. Angela Hooks created an open space for all of the women to share and express their God-given talents and gifts; I left this weekend with heart, body, and soul feed.”
Joanne H., NJ
“I am humbled and honored by Dr. Hooks’ feedback and encouragement. Her modeling gave me the courage to spread my spiritual wings and be my true self!”
Ruth, New Jersey
“The WORDshop opened a [formerly] unknown world to me.”
Edna, NY
“I loved, LOVED our time together. Thank you for praying for me. I appreciate these resources and will begin to look at them.”
M&J, Hawaii
“Angela led a wonderful webinar for the association.”
Erica, WA
