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.