Your Logo Isn't Bad, But Maybe It Is.
May 29, 2019
Yellowbox Creative

Creativity fosters better leadership, problem solving and promotes teamwork.

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Our short-term memory can’t handle everything that you throw at it. Writing things down keeps you from losing ideas forever.

Developing a new logo, or even a first logo, can be a daunting process. Church planters and church builders alike struggle with what has increasingly become a key element for church growth.

A good logo alone, however, is only a fraction of a brand identity.

The reality that a logo alone doesn’t make a brand is not a universally understood truth, especially in the church world.

We’ve seen countless organizations fail to adopt a full brand identity because of budgetary reasons or lack of knowledge on the subject, only to spend more after the fact to get things back on track.

So what is the difference between a logo and brand identity?

We like to describe the situation like this:

Imagine you are invited to a dinner party at a friend's new house only to show up, step over a lovely welcome mat and... into an unfinished house.

A logo is like a nice welcome mat. It differentiates the house, especially if it’s original, tasteful, and somewhat timeless.

But just like a welcome mat can't explain a whole house, your whole identity can’t be explained by a logo.  In reality, a brand identity goes beyond the logo—it explores all aspects of your organization's visual identity. If the logo is the welcome mat, the brand identity is the dinner party happening inside. Brand elements, font selection, color pallets, custom illustrations, and intended design directions all combine to form a full-blown visual foundation.

Why does it really matter?

A logo may be noteworthy, but a good brand is memorable.

A brand helps develop communication within your community. While branding does not solve the deep-seated heart issues of pain and need for restoration, your branding can express to the world that you really want to reach every person.

Why can’t an organization just get the logo early on, and add the brand identity later?

We believe that creating your brand is the first part of having a good logo. Think about it this way… a logo without a clear brand identity is an empty, unfinished house.

Your brand identity is more than a palette of colors and a nice design. It is a part of what distinguishes you in your community.

As you consider the needs of your church, consider how your branding reflects not only your logo— but the people who gather together, the community you intend to impact, and the unique characteristics that make up your church's DNA.

The content of this article is featured in an episode of the Yellowbox Creative Podcast, currently available through the following outlets:

iTunes, Spotify, Google Play, Stitcher, Buzzsprout