"Our new logo looks fantastic and we are using it as the foundation for the overhaul of our entire communications plan. Thank you GenEvange, you have been wonderful to work with." -- Joel Phillips, Hazel Dell Community Church

Would you know a great logo if you saw one? What qualities make a logo great? How can you tell if a logo is truly effective?

A logo is the graphic thread that ties your church brand, marketing initiatives and community outreach together. In our opinion clip art and budget design is no longer a satisfactory alternative for today's church, and stock logos can leave an impression of insignificance. Properly designed, a logo communicates to both congregation and community that your church is credible, trustworthy and professional. The making of a great logo requires both the natural talent of exceptional designers, an understanding of a logo's business functions, and a solid understanding of brand theory.

Visit our LOGO GALLERY to see recent examples of logos designed by the GenEvange team. Our logo design process is efficient and affordable, yet maintains the highest standard of creativity and design available in the market today. In the past 15 years we have designed hundreds of logos for some of America's best known brands. Here are the defining measurables we use for every single logo we create:

You may request, for example, that a tree be used as an integral part of your design. A tree, after all, stands for growth and life and energy. Your primary target is young families, so a tree makes sense. A tree, however, can also represent wisdom, maturity, stability. Depending on the type and look of tree, it could be just as appropriate for a senior's residence. Consider the examples below. "Sugar Hill" has chosen a solid, blocky tree that would be better suited for a daycare. "Cornerstone" has made an attempt at showing a cross in the tree, but the resulting tree shape is confusing at best. "Walnut Grove" is deliberate and intentional, with a nice focus on life and youth represented in the lines of the logo. In the hands of the wrong designer, you may unknowingly end up with a logo that communicates the opposite of your intent.

Because we are all different we naturally gravitate to different colors and styles of fonts. Some prefer bold, exciting fonts, others like classic lines, some like artistic fonts, and still others prefer feminine, curvy lines. Selecting the right font for your church requires an understanding of what those lines communicate. Some fonts are complimentary, others do not mix well. Similarly, some colors work well with each other, others do not. The "Covenant" script font used below is far too ornate for a logo, particularly when the "C" is used 3 times. Also, notice how the "C" is not complimented by the remaining characters, and for a script font the characters have no relationship to each other (they are not connected). "Christ Community Church" breaks several rules, the most important of which is the use of multiple, uncomplimentary fonts. "River Valley" is a good example of how simple fonts, when complimentary, can be effective. Also notice the space between characters is deliberate and pleasing.

Your logo should avoid elaborate features and should be simple enough to make a quick statement. The most common mistake we find working with churches is a tendency to "overproduce" a logo with heavy drop shadows, bevels, or other treatments. While these might look cool for the first few days, they wear fast on the nerves. Think about it - most great logos are very simple. Avoid artist renderings of your church, however well-drawn they might be. We want to create a logo for you that you will love for years to come. "Fellowship Church" is clean and simple, and will easily stand the test of time.

Your logo should make a statement about your particular church. We see many "pick-a-logo-any-logo" companies out there offering stock church logos for $200-$300. If you see "Your Church Name Goes Here" from anybody trying to sell you a logo, it's a safe bet they don't have your interests in mind. In our opinion, these are not a reasonable alternative; it would be better to do without. In this increasingly graphic-savvy society, clip art is actually a deterrant for positive recognition. Logos don't need to be complex to be memorable. Willow Creek, for example, has very strong retention because it is rooted in a strong sense of purpose. This monogramatic mark naturally evokes a sense of freedom while mimicking the flowing nature of both a willow and a creek.

Your logo does not need to explain the mission of your church. You shouldn't think you have to include your denominational affiliation. That type of detail can be saved for more appropriate documentation. Similarly, taglines can be an important part of a church's image but should be separate from a logo. The size of the text in a tagline is so much smaller that it often forces the logo to be bigger in order to accommodate the text. The resulting design consequence is too destructive. Lines need to flow; and when they cross you need to understand the "rules of engagement" to avoid distraction. Logos that work too hard generally compromise elegance and a pleasing line.

For a good visual representation of our logo philosophy in practice, view samples by clicking through our gallery. Discover why so many churches are choosing GenEvange to help define their brand representation. Follow our simple 7-step process and receive a new logo for your church in as little as 2 weeks.