Church Logo Gallery

Your Logo - An Investment or a Luxury?

2009-01-06T12:19:00.000-08:00

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

2008-12-26T14:35:00.000-08:00

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?

2008-12-19T19:49:00.000-08:00

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

2008-12-19T11:36:00.000-08:00

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

2008-10-03T10:33:00.000-07:00

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

2008-07-14T11:00:00.000-07:00

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

2008-07-10T10:18:00.000-07:00

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.

Pepsi, Smoking & Church Growth

2008-07-10T09:53:00.000-07:00

(Or how to grow your church through being missional)

(From www.presbyterianglobalfellowship.org) Will Mancini, author of Church Unique, helps leaders to recognize that a relevant model of ministry is not through internal focus. Rather, it is through participation in their community and surrounding culture. Informed by missional thinking, he helps church leaders to engage the nonaffiliated in a way that is unique to their context and culture. Will says in his book, " Your mandate must counteract the “gravity inward " of Christian fellowship. Dietrich Bonhoeffer said that the church is only the church when it exists for others. What keeps your church focused externally? Who do you think the most important person is to the Coca Cola company? The consumer? Which one? The Coke drinker? Nope - It's actually the Pepsi drinker. Missional leaders need to polarize this same reality for their people. It should be clear that the most important people are those outside the church. Neil Cole sums it up well when he reminds believers, "If you want to reach people for Jesus, you're going to have to sit in the smoking section (pp122)."

Logomania!

2008-06-13T10:01:00.000-07:00

The first time it happened we wondered if someone made a mistake. A pastor ordered 6 logos. At the same time. What do you do with 6 logos, we wondered? Turns out they were all youth logos, so we called to get the story. He was buying logos to give an identity to each of the small groups within their student ministry. We thought that was pretty cool (and we cut him a deal to prove it).

This week we sold another church their sixth logo. They weren't all for youth, but rather for infants through youth. This is the third church that's purchased six logos, and the pastor said he'd be back for more.

When we started Church Logo Gallery our friends, business coaches and even pastors would call and ask if we could really make a go of it with a business dedicated to church logo design. Even I thought our customers would buy one and be done. Then pastors told their friends, or moved to a different church and gave us a call again. Pastor Dan gave us a call last week - he's at his third church and has used us three times.

Happy surprises that make our day. Thanks. We appreciate you. And if you buy more than 4 pre designed logos at once, give us a call so we can find out more about your ministry. We'll help you out with the price, too.

Which Logo File Should You Use?

2008-06-04T10:13:00.000-07:00

Have you ever created a document, went to insert your logo and wondered if you were using the right file? I think most people have been there. It isn't one of those situations where you worry that your computer will shut down or crash, but it can be frustrating to have a document that doesn't print well because you didn't know which file to use.

At Church Logo Gallery, we include a document with every personalized and custom CD we send that explains the various file types, and when it's best to use each one. For instance, a commercial printer will most likely want a Pantone.eps file for your stationery for 2 color printing. Information on vector and raster formats, as well as which files have transparent backgrounds are all included.

It's one of those sheets that you may never look at - kind of like directions from the newest thing you need to put together. I understand - I'm the same way. If you purchased a personalized logo from Church Logo Gallery, wish you had the Tip Sheet and don't know what you did with it, email us and we'd be happy to email you the pdf file. Let us know if we can help. Our customer service doesn't end when we send you your logo.

Having the Right Kind of Logo Files

2008-06-04T09:54:00.000-07:00

When we design a logo, all the focus goes on the design. After we send it people start wondering if they have the right kinds of files. Most logo design companies supply the customer with a tif, jpg, and pdf file, and sometimes an eps. We recently worked with a designer who said he just needed an eps file from us, which is the file we start with before we make all of our other files.

At Church Logo Gallery we go overboard and send a CD with 15 different files including ai (Adobe Illustrator), eps, tiff, psd (Photoshop), jpg, png, gif, and pdf in the appropriate rgb, cmyk, grayscale, and Pantone colors. Our reasoning is this - better to cover all the bases and give our customers more than they need than to field calls from frustrated clients needing something they don't have. Our guess is that our customer will find a file format that works well in most situations and use the same file 90% of the time, but it's always good to know they'll have what they need when they need it.

The light went on for our designer friend. He had supplied previous clients with eps and ai files, only to hear back that they needed additional files. It's more time on our end to make that many files, but we think it's time well spent. We hope you'll agree.

A Word About Pricing

2008-04-26T18:06:00.001-07:00

Some of our customers try to bargain with us. We realize pricing is a game to some people. My mother-in-law is like that. She won't buy anything unless it's on sale, and she has fun sharing how she made the best deal possible.

It makes sense to me to look for bargains on commodities. Paper, toothpaste, socks - it's all kind of the same, so if I come across a bargain on a commodity I go for it. On the other hand, I would never try to bargain with a surgeon or the guy that's fixing my brakes. If my life or peace of mind are on the line, I'll worry about how to pay for it later.

So when it comes to Church Logo Gallery, you might wonder where we fit on the spectrum between brain surgery and toothpaste. We know your life doesn't hang in the balance with our work. But our design has an influence on your image. If it's done right it adds value to your ministry. The right image sends the right message to the right audience. It's easy to remember. People have a better understanding of what you're all about. The right image is designed well. It lasts a long time, and it's an asset. Corporate images like Nike's are valued in the billions of dollars.

How do we build in value? Experience - we design more churches than anyone, and there are reasons why. We understand churches. It's our niche and our passion, and we do it better than anyone. We're strong on the design end. Part of that is talent, and a larger part is hard work. We're good storytellers. Our peers regularly recognize us with national awards as a result. The pleasant surprise has been that some churches come back to us for more. We've had a handful of churches ask us to design 4 logos for them, and 2 churches have had us design 6 logos. We'll pour our heart into exceeding your expectations and enhancing the image of your ministry.

If you're looking for the lowest price, you won't find it here. If you're looking for the best value, give us a call. A few years after designing a logo for a church in Missouri I talked with the pastor's wife. She said when they asked us to design their logo it was a stretch for them financially. When their small congregation saw the logo they were excited because it gave them the right identity. It provided a cohesive image - they understood what they were all about. She said they just built their first permanent facility and said she didn't think it would have happened if they didn't have the right logo. The right image can make a huge difference.

So if we don't bargain, we hope you understand why. Honestly, our price is right.

The 7 Laws of Winning Logos

2008-03-19T15:16:00.000-07:00

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!!!

2008-03-04T17:16:00.000-08:00

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.

The Benefits of Good Communication

2008-01-05T17:10:00.001-08:00

Who is Your Communications Officer?

The local paper profiled a new city communications officer, a first for the city. The reporter asked why the city needed a communications officer. She said:

Each resident was a shareholder in a multimillion dollar organization that needed to be informed.

Communication is more complex than in the past, so:
- Using visual images, or
- Using other communication vehicles
makes a difference in communicating effectively.

A dedicated communicator ensured that the right message got to the audience at the right time.

When asked about her responsibilities, she included:
- Informing residents about programs, projects and services.
- Making sure the messages were disseminated through the right media.
- Coordinating special events and meetings.
- Creating and maintaining a clear identity for the city.
- Providing photography, graphic design, and production services.

How do the residents benefit from her services?
- They feel more plugged in.
- They have easy access to understandable information.
- Residents would view the city as being more transparent.
- Good communication fosters support, partnerships and understanding
between the residents and the city.
- Residents would be aware of the many good things taking place in the city.

I immediately related what she was saying to churches. By developing a system to communicate through your website, newsletters, brochures, and during worship, you can realize the same benefits my neighboring city did. Depending on the size of your church, this doesn't necessarily take a full time staff member to do.

Food for thought.

The Genesis of Church Logo Gallery

2007-12-27T10:55:00.000-08:00

A friend of mine owned a store in a prime location. He said a lot of thought went into the place, most of it AFTER he opened. I think that’s how its been with Church Logo Gallery, too. We went into it thinking talent, passion, and caring about customers were a winning formula - and we still do, but business skills, marketing know-how and continual upgrades to both product and processes have played an important part as well.

Church Logo Gallery officially started in 2002 after I left Outreach, Inc. I had been the Product Manager after serving as the Art Director (Creative Director) since 1999.We got off to an exhilarating and exhausting start. My staff consisted of a designer fresh out of college with loads of talent and a few months experience. Together, we created 72 new designs, a handful of new products and a 48 page catalog in two months. It nearly killed me, but sales exploded and we had a happy sales staff.

As enjoyable as it was creating new products, my passion for designing logos never dimmed. I love telling a story in a nutshell, of communicating a vision and capturing the personality of a church in a small space. When I left Outreach I was able to focus on the area I enjoy most. While I brimmed with optimism, my friends and business advisors all wondered if I had lost my mind. Logos for churches - were there really enough churches out there who needed a logo? Six months into it I began to wonder myself. Sales were slow. I thought then, and still do, that if you do great work and let people know about it the rest will fall into place. Sales picked up. A large web developer called. Lifeway picked our logos to sell on their Specialty Imprints website. Little by little we grew. My designer from my first days at Outreach, Melanie, has been with Church Logo Gallery from the beginning, and more recently another Outreach graduate has joined us. We’ve added much needed support and accounting help.

So here we are five years later - still passionate about serving churches with all we have. Wisdom from hard work and experience is taking root. While we’re getting stronger on the administrative side, our work is winning more recognition from both churches and the design industry. In 2007 we picked up twice as many awards as we did in 2006. We’re still learning from our customers and through trying new approaches in communicating the timeless message of Good News our faith hs to offer. To all the pastors and churches who have teamed with us, thank you. We appreciate the opportunity to serve you on the front lines.

The Power of a Brand

2007-10-30T16:27:00.000-07:00

In a recent study, researchers served preschoolers carrots and other veggies from plain containers. To no one's surprise, the kids didn't give the snack a passing grade. Then they were served the same food in containers that included a McDonalds logo. The kids liked these vegetables. The only difference was the logo.

We are not impartial to brands. They stand for something, and the companies that can effectively articulate what they stand for are able to not only stand out but build trust and loyalty with their customers. The McDonalds logo meant something to those young kids. Can you articulate what your church stands for? Does your logo help tell the story? It should.

Welcome

2007-10-27T12:42:00.000-07:00

We will be posting helpful articles and tips on the latest in church branding. Feel free to add your comments.