Your Logo - An Investment or a Luxury?

An expense is something that decreases in value - money you will never see again. On the flip side, if your purchase increases in value then it's an investment.

Buying a car, clothes, food, and toys are expenses. Once you purchase them they aren't worth as much as you paid for them. A house, or your retirement account (in normal times) are things that increase in value, or in the case of a college education - makes you more valuable.

Maxine Clark, founder of Build-A-Bear Workshop writes in her book The Bear Necessities of Business, of costly investments she made early on including brand experts, Website development, and product design. As a result, she says, people saw Build-A-Bear as a brand, not just a retailer. It raised the perception of value among consumers.

Clark advises businesses to create value by marketing to position their business, equipment to increase efficiency, and promotions to create customer goodwill.

For a church, one way to create value is through your logo. Your logo creates value by:

• Giving your church a professional image
• Sending a consistent message across Web, print, and other media
• Uniquely distinguishing your church from other churches or organizations

Investing in a good logo is a smart decision that reflects well on your church right now and into the future. 

The Advantage of an Identity Specialist

There are three types of firms an organization can team with to create their identity/logo design:
- Advertising/marketing agencies
- Graphic design firms, and
- Identity specialists

In an article on logo website LogoLounge.com, identity consultant Tony Spaeth concludes that not all branding specialists are alike.

Advertising/Marketing Agencies
Spaeth points out that advertising/marketing agencies are best at "planning, positioning, and promoting brands but have rarely done good corporate-identity work and as a rule, in my opinion, should not be expected or asked to do so." Mr. Spaeth reasons that marketing is a different discipline than what is needed for identity design.

Graphic Design Firms
Graphic design firms are a better option Spaeth explains because "a well-trained graphic designer understands the directness and simplicity of a functionally effective logo." They are able to apply the logo effectively to print, web and other media. Compared to a marketing agency, a design firm is stronger on design, while a marketing agency focuses on promoting the organization in a variety of media.

Identity Specialists
Identity specialists are highly specialized designers who focus on the development of the logo/identity and its application. For churches this includes signs, stationery, bulletins, brochures and worship media. The development process involves educating and challenging the client, defining the essence of the organization, positioning, and building a visual system. An identity specialist understands how viewers will perceive each element of your identity/logo and helps bring the pieces together to reinforce what your church is all about.

To get the best results for your church, identify what your needs are - if it's promotion, work with an advertising or marketing agency. If you need a full range of design, consider a design firm. To create or redesign your logo, an identity specialist can offer the right mix of insight, design, and pricing to create an identity that clearly communicates the benefits, values, vision and style of your church.

Quotes from Tony Spaeth are from "Will the Real Branding Specialist Please Stand Up" by Cathy Fishel/LogoLounge. Used by permission.

Toss the Cross?

An article in Worship Facilities Magazine a few months ago quoted Kevin D. Hendricks from the Center for Church Communication - parent organization of ChurchMarketingSucks.com (and I think these are great organizations, by the way) as saying;

"Some common mistakes [when designing a logo] include trying to use traditional church imagery. The cross, lamb, dove, mountain, etc. have appeared in way too many church logos," says Hendricks. "It's hard to do anything original with them – kind of like a burger joint having a hamburger as a logo - well duh!"

I disagree!

Symbols like a cross, lamb, dove, mountain, people and water are quickly understood visual metaphors. If you have the luxury of a large budget (millions of dollars) to promote your logo so people can't miss it, then go ahead and create a new symbol that is unique to your industry. Think McDonald's golden arches, AFLAC's duck, or Nike's swoosh. Most viewers would never associate these symbols with their respective company or industry if it wasn't for the amount of money spent on extensive promotion. Without seeing an AFLAC commercial, would you ever associate a duck with insurance?

Even large companies use familiar symbols because of their immediate recognition. Burger King's logo features a burger. Lays features a potato chip, and Century 21 features a house. Saddleback church uses a mountain, and the Center for Church Communication (the original source that said it was a mistake to use a cross) uses... a cross. Hmmm.

If your church doesn't have an unlimited marketing budget and your logo needs to be clear in identifying you as a church, why would you stay away from an image that instantly conveys you as a church? A good design firm can create a familiar image in a fresh way. The subject may be familiar, but the style and form are creative, new, and compelling. Your logo is an important investment. By doing your homework and choosing wisely you can realize a win-win with your logo - a symbol that people understand, like, and actually are drawn to because it is relevant and communicates the intended message.

Comparing 2 Color vs 4 Color Printing

When it comes to printing your stationery, you usually have 2 options - 2 color or 4 color. Let's take a look at both and compare the advantages and disadvantages.

2 color printing uses Pantone inks, the industry standard for achieving vibrant, consistent color. Smaller commercial print shops print a lot of 2 color jobs and can print them less expensively than 4 color printing. Using a local printer for a 2 color project allows you to choose from a wide variety of papers, including different colors, textures, and weights (thicknesses). A local printer also gives you more control over the project and allows for custom details that many Web based 4 color printers don't.

4 color printing uses a combination of cyan, magenta, yellow and black (cmyk) to achieve a spectrum of colors. This is how magazines are printed. Many colors aren't as bright compared to 2 color/Pantone inks. There are many affordable web-based printers offering great deals on 4 color printing. Projects are grouped ("ganged") with multiple similar projects to make the print run affordable. The cost savings can be significant. Choise of paper is usually limited to white offset.

Advantages of 2 Color Printing

• More vibrant colors
  
• Colors are consistent each time the project is printed
  
• Choice of paper stock
  
• Available at your local printer
  
• Custom details can be included since it is a custom print job
  

Disadvantages of 2 Color Printing

• Usually costs more - especially on business cards
  
• Colors are limited to 2 colors
  
• Bleeds (ink printing off the edge of the paper) is usually not allowed
  

Advantages of 4 Color Printing

• Significant cost savings on business cards, letterhead, business cards and brochures
  
• Small runs are available on business cards and other items
  
• A wide variety of colors can be used, as well as photos at no additional cost
  
• Colors can bleed off the edge of the paper, including on envelopes
  

Disadvantages of 4 Color Printing

• Limited options on paper stock
  
• Custom cuts, perforations, folds and other options may not be allowed
  
• No guarantee colors will match other printed items
  
• Customer service is typically less than with a local printer
  

Consider the benefits and disadvantages to each when planning your print project. Good planning can result in the best of both worlds - quality and price. At Church Logo Gallery, part of our service includes educating and recommending solutions we think will best meet your needs and expectations. If you aren't sure which will work best for you, please give us a call. We're here to help.

The Perseverance of Pixar

When the word Pixar is mentioned, I think of a bunch of wonderful animated movies. Pixar seems like a fairy tale where everything ends 'Happily ever after.'

The Pixar we know of almost didn't happen, though. In his book, The Pixar Touch, David A. Price tells of Pixar founder Ed Catmull, a pioneer in computer animation who dreamed of working for Disney, but Disney wasn't interested. Undeterred, he started a college animation program in New York in 1974. When Lucasfilm lured him away in 1979 he thought he caught his big break, except Lucas wanted digital film editing, not animation.

George Lucas determined that Catmull and Lassiter's group wasn't a good fit, so he sought a buyer for $15 million. Deals with several medical companies, and even GM fell though. Steve Jobs took it off Lucas' hands in 1986 for $5 million.

Steve Jobs wasn't all that interested in animation. Jobs came out with a Pixar computer, which was a bust. They introduced rendering software that wasn't profitable. Layoff's ensued, and tired of the financial losses, Jobs looked into selling Pixar. Finally, in the early 90's Disney approached Pixar about partnering to produce an animated film, Toy Story, which hit theaters in 1995. Pixar's dominance in animated entertainment later convinced Disney to buy Pixar for $3.4 billion in 2006.

Pixar's story offer lessons for organizations:

1. Understand your purpose.

The folks at Pixar were capable of making editing software, product renderings, commercials and even computers. But from the beginning, the founder of Pixar understood his purpose was to make animated films - and nothing took him off course.

2. Don't give up.

20 years of struggle happened before Toy Story changed everything. There were false starts, and ventures in random directions, but the folks at Pixar never gave up.

3. Make it great.

Creative head John Lassiter was offered the opportunity to come back to Disney. He thought about the money, but he stayed at Pixar because of the potential to do something great.

4. Innovate.

Even with success, Pixar refused to get into a pattern of doing things the same way every time. The reviews for Toy Story 2 eclipsed Toy Story - they actually did it better the second time. Pixar seeks to innovate and push the envelope with each new project.

Church Logo Gallery doesn't pretend to be Pixar, but we understand our purpose - to design logos and identity related design for churches. We're determined to do what we do as well, or better than anyone else. A commitment to excellence, creativity, and to our clients are core values for us. The Pixar story is a healthy reminder to remain faithful to our calling.

Getting Your Name Out There

I bumped into a friend yesterday who has transitioned from advertising executive to surf artist. In order to grow his new business he has had to actively promote his art to gain new customers. In the early days of his new career he would create art to promote events even if it didn't pay well because it at least "got his name out there." He wouldn't do the same now though unless there was a good return on his investment - money or new clients. Marketing pro's I work with would agree that there has to be a good ROI to do marketing. For small or new churches (or churches reestablishing themselves) I would make a case for both:

- Getting your name out there
- Getting a return on investment (visitors to your church)

Getting Your Name Out There
I've been asked if I would ever promote an organization if the result was that it made it look like everyone else. If I was new and starting out, establishing an image as a successful, growing organization would be a positive step. So, yes, I would.

Harry Beckwith, author of the marketing book Selling the Invisible, tells of a Greek immigrant who started a tour business to show people his beloved land. In trying to get a publication to do a story on him, an interested editor said he had never heard of the new travel business. He wasn't convinced it was real. If they had advertised and gotten their name out there, the editor would have followed through with the story. Applied to churches - it's much easier for people to trust you if they are familiar with you. Getting your name out there can help establish your identity and lay the groundwork of trust and familiarity.

Return on Investment
If you have a familiar presence in your community, then your communications need to be effective and measurable. For established churches, use free or low cost PR to get your name out there. If you are paying to get your message out, it needs to accomplish what it sets out to do. Have the goal in mind before you start a campaign, then perform a postmortem after the event to see if you met your goals and how you would do it differently in the future.

Maximum Impact Marketing - Frequency

There's nothing worse than spending time and money sending out a postcard and not getting a response. "I'll never do that again," you mutter to yourself. Yet other churches do experience success. What do they know that you don't?

I just got back from a marketing conference that listed some helpful rules for getting the most from your marketing effort. To achieve maximum impact in:
- Print (magazines/newspaper) - run your ad at least 4 times
- Direct Mail (postcards) - send out at least 3 postcards
- Radio - (promoting a weekend event) - run at least 24 spots Wed-Sat.
- Billboard - Go for at least one month.

One other word about postcards/direct mail. Direct mail is most effective with people who are already familiar with you. So while a postcard invitation may attract new people, it will probably be more effective in attracting inactive members of your congregation, or people who have some prior connection with your church.