My background is in graphic design and marketing communications. I make quick judgements about a church by the visual cues I pick up. As our society becomes more visualy oriented, the general public also makes snap decisions based on what they see. The result is that organizations that don't have high quality of graphic materials won't get noticed.

A major component in branding is the visual aspect of how an organization presents itself to the public. It's the ability to associate an image with a name. For products it would include packaging and marketing materials. For the church it would include the main visual elements that people use to identify your church including your logo, materials to promote ministries and your church in general, and your facilities and signage.

As a designer, here are some of the things I look for:

Identity and Internal Church Graphics

Logo. Is it designed well. Is it contemporary? What does it tell me about the personality of the church friendly, worship oriented, traditional, etc.)?

Brochures, newsletters and flyers. Are they visually consistent with other graphics at the church (can I tell they come from the same church)? Are they well done and interesting? Are they clear and easy to read?

Logo. The logo has been called the cornerstone of an organizations branding efforts. Think of McDonald's and you think of their golden arches on a red background. Ford has that wonderful script lettering on a blue oval. You may also think of a product from one of these companies, but the products will change. The logo will stay constant. It's a snapshot of the company that is meant to come to mind quickly. Use your logo to convey a key element about your church. It could be as simple as using a contemporary cross with your church name in a professional looking manner. Other churches include people, a recognizable architectural detail, or a local landmark. Whatever you use, make it look nice, make it memorable, and tell part of the story of your church.

Brochures, Newsletters and Flyers. These should incorporate your logo someplace on the printed piece so the recipients can identify who it is from. There also needs to be a sense of consistency and design style. This can include the way headlines are designed, using the same group of fonts, using a similar color palette, and similar style in the use of photos or illustrated graphics.

Most churches suffer in this area. Part of the reason may be that custom printing and design can get expensive. The church either can't afford or doesn't place a high enough priority on good design. There are several ways to get around this problem if this is true for you. One possible solution is to use predesigned blank shells such as Paper Direct sells. A second possibility is to keep your eye out for other materials that fit within your design taste. Keep these in a reference file and then put a layout, type treatment, or other graphic treatment to work in your materials. Don't steal graphic images, which is a violation of copyright laws. Adapt. In business, adapting ideas from other organizations is is an acceptable practice called product benchmarking. A third option is to hire a graphic designer to design an initial template that can be used over and over for brochures, newsletters and flyers.

Signage. Is it professional and contemporary? Is it readable?

A sign company is most likely needed, but just hiring a sign company isn't the solution to your signage needs. I've been involved with two churches that have expensive signs that are flops as far as they relate to the branding issue. The first example is my own church. The sign is brown with Times Bold as the font. The rest of the church is off-white and green. Times Bold has never been used in any previous. There is no relationship to the logo or any other graphics the church has ever produced. To make matters worse, a very competent graphic designer volunteered his services to create a well designed sign. His work was ignored. The second example is for a logo I designed for a contemporary church that my family attended for a short time. A sign maker attends the church and volunteered to manufacture the sign. Again, and without consultation, the final sign has no relation to the logo. It doesn't even look like the two designs are for the same church, and they look like they were designed 30 years apart. No one can figure out why the sign looks the way it does, but it does nothing to reinforce the branding efforts of the church. Make sure your signage coordinates with your logo or other major graphic images from your church.

Web site. Is it clear and informative. Is it up to date? Is it easy to navigate? Is it well done?

The good news on this front is that there are affordable solutions in this area. There are a handful of companies that cater to churches with templated web sites that can be set up by the average lay person in an hour or less, with little or no set up fee. The hosting fees are typically around $25 month. One of my favorites is www.matrix49.com. If you are looking for acustom solution, I wouldn't hesitate to recommend the company that produced and hosts my site, South Coast Web Solutions. They can found at www.scws.net.

Advertising. Do your ads have a strong message? Are they clear and informative? Are they well designed? Do they fit the personality of the church? Is the design consistent with the theme of other printed pieces from the church?

This would include Yellow Page advertising, direct mail, newspaper ads, and any other community advertising. Two keys in advertising are to have a clear message, and to focus on the benefit to the consumer. You don't have to say everything in your ad. Keep the copy to a minimum and include only the most important points. Focusing on benefits means you are telling your prospective visitor what she can expect when they visit and look to get nvolved in your church.

The same design guidelines apply to advertising as they do to the brochures mentioned above. There are a handful of Christian Marketing companies that offer predesigned postcards that you can purchase and personalize them yourself, or they will help you personalize, print and handle the mailing list. One company worth checking out is Addressing Technologies, www.AddressingTechnologies.com. If you are looking for affordable, custom solutions, contact me at Michael@churchlogogallery.com. I can put you in touch with some very talented designers.

Architecture. Is the building and grounds in good shape? Does the church care about the condition of the property?

You may not have much control over where you meet. Your congregation may meet in a warehouse, a newly built contemporary church, or a historic church. You can make the most of the opportunity to create a good first impression by keeping up the appearance. Since branding includes the whole experience a person has with your church, the comfort level they experience when they see your facility is an important element in the branding process. Whether it's adding a fresh coat of paint to the building, or a few nice plants, make the exterior of your church appear as if you care about the appearance of your facility.

Interior design. Is it clean and well maintained. Is the interior inviting?

The building may be old, but the interior can still look attractive and inviting. The solution to a drab interior may mean brighter lighting or colorful banners. A startup church I was attending was expecting a visit from a well known pastor of a mega church. They cleaned the carpets, painted the walls, retiled the bathrooms, and cleaned everything. It became an ironic situation when his plane arrived late, an emergency cut his visit short, and the thing he noticed most was that the office copier was kept in the bathroom, but the rest of us enjoyed the results. For a small church it looked first rate and inviting to visitors.

How do people form their first impression of your church? Is their impression a true reflection of who you are?

Try to look at your church through fresh eyes, or solicit opinions of friends who don't attend your church. Ask for an honest opinion of your logo, printed materials, and facilities in the interest of improving the way you communicate. You don't have to tackle everything at once. Start with a plan and work on the things you can afford and people will notice first. Having materials that coordinate and look as if they were well planned will assure visitors and your congregation alike that the direction of your church is going according to a well thought out plan, and that everything you do is part of the plan. The alternative is a chaotic ensemble that will either breed anxiety or go unnoticed. Improve the way you communicate and see how it benefits you church.

Copyright 2002-3. Michael Kern. All rights reserved.
Please contact Information@churchlogogallery.com for permission to use all or any portion of this.