name brand

If you haven’t already, you’ll want to read the extra article about church branding in this week’s megachurch-themed Christian Standard, then vote in CS’s branding competition featuring 16 megachurch logos. (If the link to the contest doesn’t work, try, try again—they’re working on it.)

As I voted I found myself being drawn to certain logos but unable to articulate why. Most likely it’s because they followed the simple-but-not-easy strategy outlined in Fillinger’s article and suggested by countless other marketing professionals–figure out who you are and what you’re about, then allow those priorities to determine your message and its visual expression.

In other words, the public should receive not just a visual impression of your logo on their eyeballs, but an emotional impression full of connotations about your ministry and its values.

For instance, this logo from Aspen Grove Christian Church here in Nashville uses what my realtor would call “designer colors” to create a contemporary feel. The crown of thorns and prayer images display serious topics, but the line drawings give a sense of informality. The tree connects to the church’s name, and a combination of fonts ties it all together. This logo makes me want to find out more.

So does this one, for very different reasons. Verve, Vince Antonucci’s just-starting church in Las Vegas, lives up to its memorable name with this eye-catching logo. In addition to the full image shown here and on the church home page, I’m betting Verve will also use just the red V to brand itself in Vegas—clever.

Amor Ministries and Restore Community Church also use logos to begin telling their stories. You don’t have to know the meaning of “amor” or be familiar with the organization’s purpose to understand this is a ministry focused on love and providing shelter. Similarly, the progression of patchy to solid color in Restore’s name visually illustrates the church’s mission of, well, restoring people from brokenness to wholeness—and the arrow is a great touch.

Has your organization unified its message and medium effectively, or do you have some work to do? What are some logos (church or otherwise) that connect with you?