Why I Stopped Doing Logos (and Started Doing Something Better)

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.

Is your church logo costing you money? Yes, it’s a serious question. If you’re thinking of redesigning your visuals, you probably want to do it in a way that’s cost effective and practical. That sounds easy enough, but there are some hidden traps in a new logo that can ruin your budget if you’re not careful. These are the three unexpected mistakes that can end up costing your church more than you expected, and how to avoid them. Mistake #1 - Relying on Color If there are four, three, or even two colors that your logo absolutely needs to look right, there’s a strong chance you’ll run into issues down the road. Hats with embroidered logos or a leather patch? Can’t do it. Printing t-shirts with a limited budget? Get ready to pay extra for multiple colors. This is why it’s critical to have a single-color version of your logo that doesn’t look “weird.” While it’s nice to have a version with more than one color, a logo that relies on multiple colors will end up costing you in the long run. Mistake #2 - Ignoring Context Think about where the logo is going to live. If you have a road sign that will need to be updated with the new logo, look at its shape. Is your road sign short and wide? Don’t make the logo tall and narrow. Is your church highly active on social media? Make sure the logo fits well inside a profile picture circle. Building custom signs or making special variations of your logo after the face can easily break the budget for a smaller church, so be wary of the expensive mistake of ignoring context. Mistake #3 - Doing it Yourself The expense of a DIY logo comes mainly in the form of time and future revisions. When you’ve designed something yourself or worked on it in-house without the aid of a professional, there’s a good chance it will take a very, very long time. Not only that, but I’ve seen time and time again a lack of certainty and confidence in the new logo after a rebrand. You’ll spend years wondering things like, “What if we had used a different concept instead?” “What if it had a more dimensional look?” “This reminds me of something else and now I can’t unsee it…” Avoid these mistakes, and you’ll be well on your way to saving time and money in your church rebrand.

As I’ve continued to go deeper into the branding and design industry, I’ve encountered something that is probably not just a hang-up for me, but for a lot of pastors and churches. If you do any research on marketing and branding, you’ll very quickly find lots of resources that are very focused on businesses. For example: “Speak to your ideal customer.” “Drive revenue with these marketing tips” “Create a story that makes customers keep coming back” The customer-centric, profit-driven approach can absolutely work for businesses, but for me, I’ve never felt like it applied well to the church. On one hand, you’re leading a congregation of believers who need to feel united around your vision. They need clarity, language, and visual cues that reinforce who you are as a church and where you’re going. When done well, branding can give your people something to rally around—a shared identity that goes deeper than a logo and helps every member see their role in the mission. But unlike a business, you’re not just trying to “sell” something to a customer. You’re also extending an open invitation to your community. These people are skeptics, seekers, and those who may not understand what your church is really about. For them, branding becomes a bridge. It’s the first impression that points them to Jesus Christ and communicates: This is a place for you. It signals your heart, your values, and the kind of welcome they can expect before they ever set foot inside. Where most churches struggle is trying to speak to both groups at the same time without a clear strategy. The result is confusion, inconsistency, and branding that unintentionally speaks more to insiders than outsiders… or vice versa. The approach I’ve developed in response to this problem is to make Christ the cornerstone of your brand. This seems obvious, but it’s truly countercultural when you compare it to how most agencies and designers work. I believe that a kingdom-first, vision-driven brand matters. It helps you communicate so your congregation is aligned and your community is invited, without compromise on either front.

A pastor scheduled a call with me last month to talk about a new congregation his church is planting next year. I can’t tell you the name right now, but it was a church who was running over 500 and was starting to struggle with shaping the culture and collective mission of that many people. If they didn’t get their branding and a visual identity in place before the plant, rebranding would have just gotten more expensive and difficult. They didn’t want to miss the opportunity but they lacked the confidence to rebrand with their internal team alone. Where do you start? To even begin a branding project, we needed to figure out the problem they were trying to solve. Did this church need to… REFRESH their existing brand? REPOSITION their identity under a new vision? or REACH OUT with their message? The church had just undergone a name church that was being announced later in the year. Their leaders were trying to cast a vision that was outward-focused and kingdom-minded. At first, this made me think it was a REACH OUT case, but the more I dug in, the more I realized what they actually needed was to REPOSITION. Why? Well, let’s look at their goals. The outward focus was a culture they wanted to create in their church body. While they ultimately wanted to reach out with their message (all churches should), they couldn’t do that effectively until they first grounded their church in a collective vision that included more than just their immediate membership. Their brand didn’t reflect the long term vision for the church, and it needed to visually align before both congregations could shift their focus to their region and community. Hopefully you can see how the REPOSITION approach was needed for this case. Instead of jumping in trying to scale up misaligned branding, we needed to build on their values and rework the brand identity from the ground up.

I’m an extreme sports fan, and those who know me know that I would never pass up a chance to try one. Of course, I’m no Red Bull athlete, so it usually looks like me attempting the low-stakes version of whatever the true pros are doing. One of those sports I’ve casually enjoyed since high school is rock climbing, and believe it or not, there’s a nice analogy to branding here. In bouldering (climbing lower with no ropes above a crash mat), a route or particular climb is called a boulder problem. A beginner climber like me can climb any V1 boulder problem with ease and most V2s with moderate difficulty. Some V3 problems are too challenging at my skill level, while others are doable after a few attempts. (Don’t be too impressed - the scale goes up to V17). There was this one V3 problem giving me trouble on my last visit. I kept falling over and over, until I eventually felt so fatigued and frustrated that I gave up. Why am I sharing this story? I think it’s appropriate that they’re called “problems,” because they have a solution that takes more than brute force and raw strength to solve. They take strategy. All around me were more experienced climbers who could have showed me the trick to get past my sticking point. With their expert advice, I could have probably reached my goal with only a couple of tries. Even better, I probably could have learned tips from them for other problems too. Here’s the thing: If you want the fastest way to your goal, don’t be afraid to seek guidance from someone who’s done it before.

The approach revolves around one key idea: Branding is culture-shaping. If there is an attitude, an ethos, and ongoing transformation you want to see in your church, then your brand is an indispensable tool. But too many churches see it as an afterthought! When your people encounter your logo, website, bulletin, and even interior decor week in and week out, they’re being shaped and molded. The way they live out their mission and daily lives is influenced by what images and ideas they’re immersed in when they participate in the life of your church as a whole, not just the Sunday morning service. If you approach your brand with a culture-shaping perspective, it becomes an asset that seamlessly integrates with your church and mission. Rather than being something tacked on to make things “look good,” your brand becomes a symbol that represents the real lives, relationships, discipleship, outreach, worship, and struggles that make up what it means to be a part of your congregation. Branding is culture-shaping. P.S. I was originally going to be more specific and say that good branding is culture shaping, but that’s actually misleading. Bad branding can shape your church culture too. You may have heard sermons or even preached one yourself on the idea of “nominal,” Sunday-only Christianity. Be careful you don’t fall into the trap of nominal, outreach-only branding. If your brand is a generic mark that gets slapped on your website and bulletin to fill space, people will notice the disconnect between what your branding is trying to be, and what your church identity is actually like. That kind of branding creates a sense of confusion, aimlessness, and messiness that you probably aren’t going for.

Strip everything away, give your church a generic name, and make the logo a cross. Go black and white with your color scheme. Congrats - you have a timeless brand! I’m being a little bit sarcastic, but there’s an element of truth here. Over-simplification is usually the fastest, easiest way to a truly “timeless” look. However, it’s not the only way. And for churches, it’s almost never the best way. The history of the world is timeless by definition, but definitely not simple. God’s creative and recreative work is anything but minimalistic. The way God works is simple but deep, focused but rich with meaning. So too is the story being woven together in your ministry, whether it’s 200 years old or a brand new church plant. What is God’s perspective of your church? If you want a timeless brand identity, this is the question you have to answer. Once you start narrowing it down, your logo colors and fonts become clear and easy choices. Rather than trying to become timeless by using Helvetica and no colors in your brand guidelines, you should be looking for ways to incorporate the truth of who God says you are as a congregation. Does it take more work and intentionality? Absolutely. Is it hard? Anything worth doing is.

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.

Many churches when they come to me to consider doing a rebrand say something like “We want people to see that we’re a living, active church.” What better way to show that than with motion? Video is one thing, but moving graphics combined with photos are a good middle ground that can communicate a lot more than just a static image. According to the big players in the creative industry, motion is becoming more important for all brands - not just global ones. More and more, a brand’s digital presence is expected to move, breathe, and approximate “IRL” experiences. Done right, on-brand motion graphics have a high engagement potential, without the expense of shooting and editing actual video. How do you do this well? You need to know your brand’s unique personality. P.S. This is a series of posts where I’m sharing lessons we can learn from the great design agencies of today. These are firms with a massive portfolio of incredible projects for global, billion dollar brands. Their reputation has been built on sound branding fundamentals, which means something very good for us: their approach works just as well for churches!

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.