6 Ideas for Designing Church Logos

I just had to talk about logos and branding for a second.

So often in church work (aka ministry), I’ve had conversations with godly people, who love Jesus, spend time in His Word … but don’t have a clue about how logos are designed and how they are an integral part of your “brand.” Or even how they are received by your target audience.
This insight struck me recently though …

When your typical thinks of ministers thinks of creating a logo, in his mind, he isn’t thinking about your typical brand logo, like the classic Apple or Nike ones …. what he’s thinking about is a complicated family crest.

The “logos” in this scenario are actually detailed stories, almost an essay, where it takes an hour for you to “hear” the whole story. Or …they’re like one of those old 3-D wall paintings where you have to stare at it for 15 minutes before you actually see what’s trying to be communicated there.

That’s the idea they have in their mind when you say, “Logo.”
I’ve lost hair because of this. Or else that’s the reason for the gray popping up.

Anyway, I don’t want to just rant and rave here … I want to offer some practical advice. Here goes:

1. Keep it simple. If that was the only piece of advice I gave, it’d be enough. Seriously, why have so many brand logos endured? They communicate a simple concept.

2. Make it communicate a concept, an idea. What are message are you trying to send to the community? Then actually ask someone outside your church walls what they think. How do they receive it? What emotions, thoughts come to mind when they see it. Just ask. If you’re really desperate, simply ask your postman (or woman) when he (she) comes in to deliver your mail what he (she) thinks.
3. Stick with a one or two main colors. Rainbows are beautiful in the sky, but don’t belong on a logo … unless you’re Ben and Jerry’s or a tie-dye T-shirt manufacturer. Try to match a color you already use, or is used on or in your church building.

4. Give it a clean and uncluttered look. See the “crest” discussion above. Logos aren’t watercolor paintings where someone looks at it, studies it, and has a cup of coffee with their pinky elevated.

5. Have a pro do it. And if you can’t afford that, then refer back to No. 1 and start there. I’d shy away from having a church member do it, simply because an outside perspective can help in the communication/message aspect. Also, it doesn’t become a pet project for someone and thereby, turns into a true family crest.

6. Get buy-in from your church. Educate them on what a logo is supposed to do. Remind them of the “crest” analogy … tell them you’re wanting the logo to communicate to your community, not just your congregation.

There’s probably more pieces of advice to share … yeah, of course, there is … but that’s some quick thoughts on logos.

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December 13, 2006 · Filed Under Church Branding, Church Logos, Church Marketing

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6 Responses to “6 Ideas for Designing Church Logos”

  1. David Airey on December 14th, 2006 6:42 am

    Some good points there.

    A great logo is simple, memorable, emotive and communicates.

    One important point to remember when designing is to start in black and white. Colour should be the last thing you add. All good logos work in black only as you have to remember faxes, print-outs and cost-effective business stationery.

    Nice post.

  2. Jason Curlee on December 14th, 2006 9:46 pm

    Totally on point Cory…I think this great advice and before the logo is ever thought about should come the name of the church. I’m sorry but “Most Precious Holy Blood Church of the Most High God”…well enougth said…

    A great name should communicate a lot and lend to a great logo as well when it comes to branding.

  3. Gene Mason on December 15th, 2006 11:57 pm

    I’d also add, keep the decision-making team on the logo small. Very small. Like no more than 3-4 people. Usually logos by committee end up being a mish-mash of conflicting ideas that lack the clarity of a few minds focusing on a key concept.

  4. Cory Miller on December 16th, 2006 7:28 am

    Gene, excellent add-on! I’d say the same for designing a website too. “Design by committee” is one of the most frustrating experiences.

    David, designing in black and white is something I hadn’t thought about or maybe done, but great advice. So often, we in the church world can’t afford the full-color letterhead, biz cards, etc.

  5. B Blake on December 18th, 2006 9:26 am

    Logos are the wax seal on the envelope. The message is inside. Too many logos try to carry a message, also. It should be a signature to any communications.

  6. Zoltan, the logo design guy on June 15th, 2007 9:54 am

    Cory,

    Your observations and thoughts can be applied almost to any logo design case:

    1. Yes, generally, a logo should be simple - even if there are many online examples for complex logos, too.
    2. Yes, a logo always has to communicate a well defined idea.
    3. Yes, it is recommended to have a limited number of colors, otherwise the result will be an illustration…
    4. Yes, the shape[s] of the logo has to be clean, just as the look of it.
    5. Yes, hire a professional logo designer.
    6. Yes, the logo will have to be relevant for the community.

    Blessings,
    Zoltan Sebestyen
    RespiroMedia.com

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