The 7 Laws of Winning Logos

OK, these aren’t laws. These are actually more like 5 things designers agree on, and 2 that I would I wouldn’t let go of for anything.


1. Well Crafted
Good software in the right hands is a beautiful thing. Unfortunately, the work of an amateur is hard to disguise, so go with a pro who knows what they are doing. It will be money well spent.

2. Reproduces Well
Some logos look great on your computer but don’t print well. Or they don’t work in black and white for a phone directory ad. Ever try to make a banner with a small TIF file when what you really need is an EPS file? Make sure your logo works for all the applications you will need.

3. Enduring
We worked with a church that had their previous logo for over 50 years. Styles change more quickly these days, so it's unlikely your new logo will take you to the second half of the century. The saying, ‘Nothing dulls faster than a cutting edge' also applies to the lasting power of logos. The more trendy your logo is, the sooner it will be out of style. A more timeless look probably won't look as fresh. If you want your logo to look good and last, go for a balance of the two.

4. Memorable
It seems obvious - I mean, who would purposely create a forgettable identity? Good logos are interesting and recognizable.

5. Distinct
Your logo shouldn’t look like everyone else’s. A few years ago it seemed like everyone added a swoosh to their logo. Originality stands out.

Our Top 2 Traits for a Great Logo:

6. You Gotta Love It!
Have you ever had a car where the best thing you could say was it got you from point A to point B? Your logo shouldn’t be like that. Your logo should be like the car you enjoy being seen in, that gives you a little boost of confidence (bad theology, but you know what I’m saying). It’s the car that when your friends say they like it you point out even more things you like about it.

A good logo is satisfying. It creates a great first impression, makes you feel like you’re the captain of a winning team or a smart CEO. If it means paying more to take it to that level, consider it a worthwhile investment. You have to live with it everyday for years. Make sure you like it, or better yet - love it.

7. It Fits
When you look at your logo you should feel like ‘That’s us.’ It has the right personality. Whether it visualizes a value that's central to your church, a nearby landmark, a symbol synonymous with your church, or communicates what your church is in the process of becoming - your logo needs to match your church. If it communicates something you aren’t, people will catch on quickly and you won't be able to repair the damage soon enough.

No one knows your church like you do. Pick a skilled designer who understands churches, but realize what you bring to the table equally determines whether your logo will be successful or not. You, plus the right designer equals a winning team - and better yet, a winning logo.

The World's Best Church Logo!!!

I’ve come across a few sites that claim to show the best logos ever created. Some are business logos, and I’ve seen a couple of sites claiming to show the best church logos. Maybe I shouldn’t complain - our logos have made it into a few books and sites featuring logos judged to be in the top of their class. I’ll admit, too, that there are logos that are favorites of mine because of a clever visual pun, hidden meaning, pleasing design, or other detail that gets a designer like me excited.

Here’s the problem I have with judging a logo as “the best.” What is it the best for? I saw a clever logo for a St. Peter’s Church. It was of a rooster - you know, when Peter denied Christ and the cock crowed. It’s been over a year since I saw the logo and I still remember it. I laughed, and it was nicely done, but is this the image you would want people to associate with your church? ‘Oh yeah, those guys go to the church that denies Christ,’ or worse yet, the unchurched person that doesn’t make the association to begin with and wonders what in the world a rooster has to do with being a Christian. I think it’s clever, but even I would deny being a member of that church – award or no award.

Context is critical. The values a logo promotes, or the emotion it evokes may work great for one church, but do nothing for yours. The best logos today probably won’t make the list in a few years. Tastes change. Your community will change, and probably your church, too. You want a logo that will have staying power, but nothing stays current forever. In design as in cutlery, nothing dulls faster than the cutting edge.

The point is this: A logo is only best if it’s best for you. If your church is EastPointe, it won’t do you any good to have a logo showing a stream. It would make perfect sense to have a logo that in some way denotes East or comes to a point. While we can admire the style or certain aspects of other logos, the most important thing is that it communicates a compelling aspect of your church or in some way tells your story. If it does that, tell everyone you know that you were smart enough to get your hands on the world’s best church logo.