7 Questions to Ask Your Church Logo Designer

In 2021, my wife and I moved back to our home town of Bartlesville, Oklahoma and joined the church we now call home - Hope Presbyterian Church. The church had hired a Ukrainian designer on Fiverr and got a fantastic logo design (it even won an award). But there was a problem… All they had was that logo. Their whole “brand” was limited to a gold color and a couple of webp’s. While the logo was aesthetically pleasing, it wasn’t enough to help their people “get” the mission. Each billboard, banner, and invitation card was inconsistent and time-consuming, even for the creative associate pastor. The more they tried to make their branding work in the real world, the more things got messy and out of alignment. Members with design experience were called on over and over again to come in and help “fix” designs, which always ended up being a band-aid for the real issue. What my home church went through is the result of a logo design without a true brand. They needed an easy-to-use branding toolkit with theological depth - one that would represent more than just the name of their church. A kingdom-first brand would have given their congregation ownership of the vision their leaders were casting, and would have attracted more visitors who resonated with the message they preached. And that’s why I stopped designing logos, and started developing kingdom-first brands instead.

It’s no secret that people remember images better than words. Studies show we can remember 65% of visual information after 3 days, compared to just 10% of written/spoken info. That’s a 6x increase in retention! But why does it matter for churches? Good question. Something I’ve learned is that a brand isn’t just a logo, colors, or fonts. A church brand is an opportunity to tell the story of what God has done and is doing in that local ministry. Said another way: your brand is the visual aid for people to easily remember what their church stands for, and the story God is telling there. This ties in closely to the examples we have in the Bible of when the Lord commanded that a monument be built to signify his mercy and might. In Joshua 4:1–10, God tells the Israelites to take twelve stones from the Jordan River and set them up as a memorial. This visual monument served as a lasting symbol to help future generations remember how the Lord miraculously stopped the river’s flow, allowing His people to cross on dry ground. These stones were set up intentionally as a tangible visual aid to reinforce the Israelites’ generational memory and faith. To add even more layers, God also instructs that twelve stones be used. Why twelve? To symbolize the twelve tribes who crossed over the Jordan that day. In the same way, designing an intentional brand identity with symbolism and permanence is the most powerful way to help your people remember their God-given identity as a body and look to Christ, week in and week out.

Your logo isn’t a brand, nor is the name of your church a brand. Your color palette, word mark, fonts, and church website aren’t your brand either. These things only serve to ASSOCIATE your church with the big idea that is your message. Make this association enough times with enough people, and NOW you have a brand. Think about it like this: Branding is the vehicle for your message. It’s the wrapper! The packaging won’t change the chemical make up of the burger, but it can still make the burger taste better, and turn a meal into an experience worth sharing. So, to answer the question how much branding does a church need, the answer is none. None? Right. If you don’t have that big idea clarified and nailed down, you can design the most beautiful identity system and logo in the world and not have a brand.

For those of us with book collections, there’s just something about a well designed book cover. I’m talking kind that makes you do the chefs kiss every time you see it. Maybe one even comes to mind for you. I continue to find new books with beautiful cover designs, but there was one recently that confused me until the third or fourth time I picked it up to read. The book is called Designing Brand Identity, 6th edition by Alina Wheeler and Rob Meyerson. When I first saw the cover, I didn’t give it a second thought…. After all, I had bought the book for what was inside. It wasn’t until I saw it again from far away that I realized what the design was supposed to be: a number “6” for 6th edition. It was staring me in the face! I had the epiphany when my folks happened to be over at our house, so I showed my dad the hidden number in the design. His observation was, “That seems like bad design, shouldn’t they have made it more obvious?” It’s a good question: would the design have been better if it hadn’t been so subtle? Here’s my take: For most books, the cover only has two key pieces of information it needs to convey: the title and the author. The edition is usually a secondary or tertiary piece of info, if it’s included on the cover at all. There’s another more important function of the book cover, however. That function is to be distinct and enticing. If a book cover immediately identifies a book as different from all the other books on a shelf, it has done most of its job. This bright yellow book cover with swirling shapes did that. Here’s the application to branding: The purpose of your church logo isn’t to explain who your church is. In fact, it only matters a little if it has your church name at all. The most important thing in a logo is that it identifies you as distinct from others. If it doesn’t do that, you might as well not have a logo at all.

“All our digital and print stuff looks inconsistent, but I don’t know where to start fixing it.” “Our logo is good, but the rest of our branding is a mess!” Sound familiar? I’ve had more and more churches lately tell me this story. If that’s you, then the odds are you don’t need a full rebrand. Normally, I see rebrands working for churches who are in a pivotal moment - one that’s going to shape the identity of their congregation for a long time. Think about your church brand like a house. When you go for a full rebrand, it’s like you’re tearing that house down to the foundation and starting over from scratch. Sometimes this is the right call, especially when there are serious structural problems or the house doesn’t serve your needs. You’re changing a big part of the structure and framing out something new. Conversely, brand refreshes are for those who have a solid foundation and structure, but need a renovation. This is the chance for a church to fix leaks, re-do the kitchen, and get a new paint job. Sometimes all brand refresh calls for is just a set of brand guidelines with a few Canva templates. Other times it’s an intentional tweaking of the logo, and a redesign of everything else. The main idea behind the refresh is bringing that rogue branding into alignment. When you consider a refresh vs a rebrand, ask yourself, do we need a rebuild, or just a minor renovation?

A well-defined problem is the foundation of strategy. In other words, the clearer the problem, the easier it is to find a solution. Maybe you know your church needs brand work, or maybe you’ve done some already. But what problem is that work actually solving? I’m not talking about “our problem is that we have an old logo.” I’m talking about the “why” behind that, and the “why” behind that “why”, and probably even the “why” behind that. If you don’t know what your problem is at the outset, you’ll struggle to choose a strategy for solving it, and worse, you’ll not be sure how to measure success. One way is to identify the types of problem your brand is facing, and I want to share the three most common with you here. Most churches are trying to either… REFRESH their existing brand REPOSITION their brand under a new vision or REACH OUT with their message It would be great to have all of these at once, but my experience has been that you can really only do one of these at a time. So at your church, are you facing a refresh, reposition, or reach out problem? Figuring out which one you’re solving for is pretty easy, and I’ll break it down in a future post with a real-world church brand example.

Last weekend I decided to finally clean the garage. It was dirtier than I thought - filthy, actually. That’s why I was amazed when I finished the whole project in under 3 hours. When it comes to your church branding and design, there are probably some things that you’ve thought about cleaning up but have been wary of starting. What if it takes longer than you thought it would? What if it’s going to cost you money to fix? It can be easy to ignore these minor issues until they turn into bigger ones. The problem is that we often underestimate how bad things really are. If you looked into it, you might find that your website actually doesn’t work on certain browsers, or that there are 7 different versions of your logo floating around. This spring-summer season is a great time to clean up those divergent designs and maybe even do a light branding refresh. Tending your brand means addressing problems before they accumulate for too long, or it will quickly get out of control.

I want to share a quick story to illustrate the danger of cognitive blind spots. Every night, we bring our 7 goats, 20 chickens, and two dogs inside a perimeter of electric netting. I could do this routine blindfolded in my sleep. But this time something was different, and I almost missed it. To power the fence, we have a switch and an energizer mounted next to a hay bale, but what I almost didn’t notice was that the fence charger had disappeared. I flipped the switch on and turned toward the house when I heard a quiet “click” sound coming from the ground, under a pile of hay. The energizer had been knocked off its mount and was totally concealed under loose hay and straw. I was so used to my routine that I didn’t even notice when something critical was missing. Here’s the point: Something can be wrong or missing right under our noses, and we don’t notice because we aren’t looking for it. It’s why people bring in outside perspectives, and it’s how I’m able to help churches with their design and branding. If you’re not keeping tabs on everything all the time, or if you don’t know what to look for, you’ll probably miss something.