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.