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.

The Perseverance of Pixar

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.

Logomania!

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.

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.