3 Things Your Church Logo Says About You
When was the last time you thought about your church logo? For some, it was designed 20 years ago and hasn’t changed much since. For others, you redesign it every few years. As a key part of your branding, your church logo probably matters way more than you think it does. And there’s a lot that it can say to your audience about who your church is. Let’s look at three things newcomers may assume about your church, simply by looking at your logo:
1. Whether You’re Established or Cutting-Edge
Imagine a spectrum where “Established” is on one side and “Cutting Edge” is on the other. The interesting thing is that every church has their own unique “X” on that line. Some churches may fall in the middle, being a mixture of both cutting-edge and established. Other churches may lean further toward one side or another. Your logo can and should reflect where your church falls on that spectrum.
If you’re a new church plant hoping to attract millennials, then your logo should reflect a more cutting-edge look by using clean lines and trendy typography. However, if your church has been around for over 50 years and your target market is people ages 55 and up, then your church logo should use more classic typefaces and deep, rich colors.
2. Whether Your Worship Style is More Traditional or Contemporary
Nine times out of ten, you can look at a church logo and make an educated guess as to whether the style of that church’s services is more traditional or more contemporary. Most of the time, churches that are more traditional have a logo that uses conservative colors and classic fonts. On the other hand, churches with more contemporary services tend to use a more vivid color palette and fonts that have been released in the last 10 years.
How accurately do you think your church logo reflects your church’s style of worship? If you want to do an exercise, put together a focus group of people who are unfamiliar with your church. Show them your logo and then ask them to “rate” your church on a scale of 1 – 10, one being traditional and ten being contemporary. This will give you a good idea of how accurately your church logo communicates to outsiders about your style of worship.
3. Whether or Not Your Church is for Them
With any brand, whether it is a church brand or a company brand, “customers” (or potential members) are subconsciously asking the question, “Is this brand for me?” In some way, shape, or form, they want to be able to see themselves in the brand. Something about it will either resonate with them or not. Perhaps they like the color scheme or the typography fits with their own personal brand. Maybe the name of the church itself is what resonates with them to cause them to perceive it as a place where they could belong.
The interesting is, most of the time this process happens completely subconsciously. The person doesn’t even realize they are doing it, but internally they make a judgment about whether or not they could see themselves fitting in at this church based on its logo and overall branding. If a person can see themselves in the church branding, they will be more likely to attend the church. On the other hand, a church logo that a person can’t relate with might dissuade them from trying it in the first place.
When it comes to your church logo, don’t focus on right or wrong. Focus on asking the question, “What does our logo say about our church?” Based on the answer to that question, it may be time for a logo redesign.