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.