It isn’t anymore.

Logos are not the unchanging monoliths they used to be. They are, anymore, dynamic within their environments. Churches need to be ready to mold their branding to fit their environments if they want to be a part of the new trend in branding. If you don’t know what I’m talking about, start looking into recent brands and see how they let their branding mold into its surroundings. It’s pretty cool.

5 Ways to Make Your Church Logo More Flexible

1. Keep a PSD of your logo in different forms. My first suggestions may be the biggest time saver on this list. Start up a file, preferably  PSD at 300 dpi(Dots Per Inch) or so and copy your logo each time you use it in a new way. Save each iteration, at the same size or so, that way you have a collection, or a gallery, of the ways your logo has been put to use. This is something I’ve done for a while now, and it’s worked out wonderfully for me.
2. Incorporate it into posters and series materials in fun ways. If you don’t do posters, then think brochures. If not that, your website. Basically anything that carries church-wide branding clout, try something fresh. If your branding has something electronic on it, what would your logo look like in green, glowing, digital clock lines? If it’s something for the kids, what about forming your abbreviated letters out of pieces of candy? Honestly, if it’s done well enough, your entire branding (or at least a cool advertisement) may just be a new take on your logo.
3. Try a “weathered” look. It may seem cliche, but honestly try it out. Sometimes it looks cool, depending on the logo, and can spark new ideas. Maybe it belongs on a Saturday night service, or something targeting a younger demographic, but there is a use out there for it.
4. Experiment with new colors. This one kind of goes along with my first suggestion. Any colors you like, try washing your logo in that same combination. Who knows, maybe it will spark something and a whole new re branding process. If it’s for the better, it needs to happen.
5. Have fun with effects. Try mimicking effects with your logo. What about points of color, as if it was an up-close of it printed? Or try fixing your logo to a wall or a bag (often called Photoshop-ing something) and see how it looks. Overall, get a good feel for where your logo works and doesn’t work. If you can’t have fun with it, and it isn’t flexible in these ways, it may not be the best logo to have.

Remember, above all, to have fun with it. If you’re having fun with it the energy will bleed over into your work. Also, try and keep a record of what inspires you. Really this works across the board with creative stuff, but it’s good here too. Find logos you like, and cool ways of adapting logos that excite you (think Bounty on a football field—clip that out of the magazine and save it!) and pull them out the next time you hit a creative block.

How do you use your logo creatively? If there’s something that might inspire some individuals reading this, post a comment!

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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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Need a church logo design? Check out Church Communications Pro logo design services.

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