Your Logo: What Makes it Great?
There’s a number of sites out there comparing church logos. And as you look over the logos, it’s good to compare how your logo stands up – particularly if you’re a church or nonprofit organization. Some of the questions you should be asking about your logo are:
1. Is it simple and easy to understand?
2. Is it a good visual expression of our brand story? (Who we are, and what we do?)
3. Will it transfer well across all media – for instance, will it look good on a sign, a t-shirt, fax, website, coffee mug – anywhere the logo could end up?
4. Does it work in both color and black and white?
5. What keywords best describe you?
Remember that your logo isn’t your brand. Your brand is the compelling story that surrounds your church, ministry, or organization. (The perception people have – “What do they think when they think of you?”)
Then the logo becomes the visual expression of that brand story.
If seeing these causes you to re-consider your own logo, let me know. I’d love to hear other questions you should consider, and what frustrates you about your current logo design.
Phil Cooke, PhD. has been called “one of the most innovative communicators of our generation.” As a media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. You can hear his podcast here.
