This Church Almost Got Sued Over Their Logo

In the graphic design world, much of our time is spent on layout. This is because you usually have fixed content, and a fixed space where that content needs to go. If those two variables are set in stone, then it’s up to the designer to solve the Tetris puzzle - how can I fit X content into Y box? Sometimes this is easier said than done. As a brand designer who often continues to help churches “roll out” their new visuals following a rebrand, I want to make things as easy as possible for future Braden. What if we get a space where the logo doesn’t fit, or looks awkward? This comes up quite a bit, and it’s something that can be solved by having an alternate verison of your logo for just such scenarios. The need for a mark to fit into narrow spaces comes up more than you might expect. Lanyards Banners Table runners Outdoor signs Leather belts (just seeing if you’re paying attention) Creating a “wide” version of your church logo means your brand can look and feel comfortable in those spaces that are too narrow for a more squarish mark. The way you do this is pretty straightforward, with some caveats and a couple of bonus tips I’ll share at the end. Unstack multiple lines of text into one line Move the icon to the left or right side of the mark (sometimes it can go in the middle of the words) That’s it! Well, sort of… Below I’ve put an example of how to apply this in practice. Also, if your church does have leather belts with your logo, please stop it. Get some help.

A side adventure I’ve had for the last two years has been bringing Oklahoma Trading Cards to market. But this week, that adventure almost ended abruptly. Turning photos of iconic landmarks into a product for sale, we knew we needed to be on our toes when it came to copyright. We thought all our ducks were in a row until we stumbled on a goose; a very aggressive goose who was not happy about his trademarked pop bottle sign being featured. We thought we were in the clear, but trademarks are tricky things. Now we have to negotiate with the business owner on how to compensate him and whether we need to stop our sales. At the time of writing, we’ve sold them all over Oklahoma so it’s no small matter. If you’re taking inspiration from a well-known or iconic image of any kind for your church, check the trademark database and avoid the headaches we’re going through now.

No, not that kind. I’m talking about a crest or circular mark that adds a level of class to your overall brand. You might think, “Isn’t a seal something you press into wax on a scroll or an envelope? I can’t see our church needing something so… outdated?” I’ll grant that. Seals and crests have been around a long time. But their oldness is exactly what makes them such a useful form for a logo to take. For almost every organization, and certainly for a church, there are times when you want to present yourself with a bit more formality. Pop quiz: You‘re greeting someone you know. Do you…? A. Give a short nod B. Embrace them with a warm hug C. Offer a firm handshake The answer is, it depends on the context! Some situations call for a nod, others a hug, and depending on where you are, neither of those things might be appropriate. The logo seal is the firm handshake of visual branding. Having this brand mark in your arsenal is tantamount to elevate your brand for settings where more formality and gravity is required.

I’ve encountered confusion when I provide multiple versions of a logo for a rebrand project, especially regarding the scaled-down or “mini” version. Why do we need this one? Shouldn’t the main logo be just fine? It’s understandable. Designers love to be nitpicky and anal about things. And most logos can work at small sizes (ish). But you want to elevate your brand above just “good enough” right? The thing to understand about “mini” versions of a logo is that they solve a very specific problem: Most logos with any kind of complexity will start to lose their detail or integrity at a certain size when scaled down. Beyond that point (usually around 1in on the longest dimension), linework starts to appear thin, gaps begin to plug up, and the logo loses its presence. Every medium for rendering an image or a shape into the real world has its limitations. Digital screens are limited by pixels. Ink on paper is limited by the dot size and density. Embroidery is limited by thread and needle size. Laser etching is limited by tolerance in the machinery and surface material. I could go on with this list, but it’s actually not necessary that you understand these different techniques. The critical idea is this: Relative size matters more than anything else. Every medium comes with logo limitations. Relative size is what matters most. For a sunglasses company, they need at least a version of the logo which works in the tiny space on the stem of a pair of sunglasses. For a food truck with no website or merch to speak of, the logo can be more complex, and is only limited by what can be printed on a vehicle wrap or a menu. For most churches, having a website is enough of a reason to have a logo optimized to fit in that little square provided by the browser tab (usually called a “favicon”). It’s a common practice for many churches and other organizations to have a mini logo, and it’s why I recommend all of my clients use the mini version I provide them in their branding package. If you ever anticipate getting the logo embroidered on a hat, embossed on a journal, or printed on a lanyard, you will probably need a simplified brand mark.

A side adventure I’ve had for the last two years has been bringing Oklahoma Trading Cards to market. But this week, that adventure almost ended abruptly. Turning photos of iconic landmarks into a product for sale, we knew we needed to be on our toes when it came to copyright. We thought all our ducks were in a row until we stumbled on a goose; a very aggressive goose who was not happy about his trademarked pop bottle sign being featured. We thought we were in the clear, but trademarks are tricky things. Now we have to negotiate with the business owner on how to compensate him and whether we need to stop our sales. At the time of writing, we’ve sold them all over Oklahoma so it’s no small matter. If you’re taking inspiration from a well-known or iconic image of any kind for your church, check the trademark database and avoid the headaches we’re going through now.

Recently I shared a story about a church who was threatened with a lawsuit due to a similar logo. But that was probably just a fluke - is spending the time and money on a trademark really necessary? As it turns out, there are other cases of trademark battles involving churches, and more nuanced reasons to venture down the trademarking path. I’ve been learning about this process lately, so I figured I would share what I’m learning here and contextualize it for churches. With that, here are five reasons you might want to trademark your church name and logo. 1. You’ve been confused with other organizations This first one should be obvious, but trademarking your church’s name and logo is the best way to prevent organizational identity theft and brand abuse. In 2010, the International House of Prayer (IHOP), faced a trademark infringement lawsuit from the restaurant chain International House of Pancakes, also known as IHOP. The restaurant chain alleged that the ministry’s use of the acronym “IHOP” and the website domain “ihop.org” caused confusion and diluted its brand. Although the lawsuit was eventually dropped and settled out of court, the ministry agreed to rebrand itself as IHOPKC to distinguish itself from the restaurant chain. 2. You sell merchandise If you’re selling books, shirts, or creating digital resources under your church’s name, a trademark can help you maintain control over the brand. As soon as you start putting your name or logo on merchandise like shirts, mugs, hats, books, etc., you’re entering the realm of commerce. A trademarked image and name helps you protect your church’s right to sell those products without worrying about knock-offs or competing merch. Otherwise, another church could copy your image for their own merch and start profiting off it. Online platforms like Amazon, Shopify, and Etsy will sometimes even require you to trademark your brand, rather than run the risk of stores impersonating you. 3. You create media resources Similar to physical products, digital products can be replicated, resold, or changed without your permission, which can quickly turn into a huge headache. In fact, digital products are even more vulnerable than physical products because they are easier to make and distribute copies of. Media resources like trainings, devotionals or Bible-reading plans, and paid digital content (even if it’s just raising support for a campaign) can all be exploited without trademark protection. 4. You’re expanding digitally In that same vein, creating content online can become more complicated as your brand and audience grows. Even if there’s no money changing hands, your church’s reputation is an asset that can be maligned or challenged. All that to say, if you’re expanding online (websites, social media, podcasts), you probably want to think about trademarking sooner than later. 5. You’re expanding geographically If you’re starting satellite campuses, or gaining regional/national recognition, trademarking helps protect your brand across state lines. At the end of the day, without proper trademark protection, your name or logo can be used by others, leading to confusion or association with unrelated or even opposing groups.

A couple of years ago, I tried to talk a church out of hiring me for a rebrand. The church had an outdated logo and the leadership had a new vision/mission statement they were beginning to push. Here’s why I hesitated: the church was running 400+ members/regular attenders and I couldn’t believe they didn’t have someone from their own congregation with design expertise. Here’s how the conversation went with the pastor (we’ll call him Jake). Braden: “So why rebrand with my help? Isn’t there anyone in your church already who is a graphic designer?” Jake: “We’ve got a couple of people with a creative background, but nobody who’s up to the task of a complete rebrand.” Braden: “Surely they could work as a team to design it?” Jake: “Here’s the thing: we don’t want to put people in a position where they’re stepping on each other’s toes. We want this to be a unifying thing for our church - not a divisive thing.” Braden: “Hmm… if you’re sure…” Jake: “Bringing in an outside expert helps us avoid those situations. Plus we know we’ll get a better result in the end that we won’t have to second-guess in a few years.” Now, a few years later, Jake is still using that brand identity to reinforce his vision and communicate effectively in their thriving church. It turns out, he wasn’t the only one who feels that way. For many church leaders, bringing in a believer with expertise and an outside perspective is the clear best choice.