Having sat in the entrepreneurial hot seat on more than one occasion, I can empathize with the desire to create a meaningful company logo without paying top dollar to the higher priced design agencies. Somewhere there must be a happy medium between hiring your nephew and putting Ogilvy & Mather on $20,000 monthly retainer. Here are a few ideas to keep in mind while you are trying to decide how much to invest in your church logo.
1. As much as you want to launch your new logo next Sunday, your logo is going to have to be around a long time so don’t make a rash decision and throw your money away on a quick turnaround. Research thouroughly, and make sure you have a good idea of the design philosophy of any company you hire. If they can't tell you their design philosophy, chances are they don't have one, and that should be your first signal that they might not be up to the task.
2. There are many companies out there that offer "professional logos" for $200 or $300. Consider how much time do you really think that buys. Don't be fooled into thinking any company can produce custom work truly reflective of your church personality in so little time, with so little effort. In reality, logo companies offering work at this price have hundreds of vectors and typefaces just waiting for the next customer. When a customer comes knocking, the "designers" simply pick one or two pre-exiting shapes, slap your name on it, and turn the work around in 24 to 48 hours (it actually probably only takes them 15 or 20 minutes). If you're happy with that, you are probably undervaluing the importance of a branding mark.
3. In order to truly represent your church, your unique personality, and your place in the community, you have to first have a solid understanding of your church, your unique personality, and your place in the community. Anybody who promises to create a quality logo for you on a cheap budget is not planning on investing the time it takes to make sure your logo reflects who you truly are.
4. You are not naked without a logo! You can present a professional image without the use of a logo. For centuries churches have existed without logos. It is not until relatively recently that churches, spurned on by new marketing initiatives, started to see the benefit of a unique branding mark. In our opinion, however, It is far better to conduct yourself with professionalism and class without a logo than to slap a cheap logo on your marketing materials and send the message to both community and congregants “we just do the bare minimum and rush through”.
Good or bad, your logo represents everything you do and you should be proud of it. Designing a logo requires a thorough understanding of your company’s goals, your products, your clients, your position in the marketplace, and your personality. Imagine if the Disney logo was created using thDisneye IBM Script instead of its normal colorful image. Consider the millions of disappointed children everywhere. It’s enough to make Tinkerbell herself cry. But seriously, your logo will (and should) have a lasting impact on everything you do. If it is important enough for you to have a logo, it is important enough for you to do it right. Don’t burden yourself with a cheap approximation of what you could be.
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