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Ready for a little game? Let's see if you can identify the logos of major companies.

The Questions

1. What are the two dominant colors that Coca-Cola uses?
2. The golden arches belong to which food chain?
3. The Greek goddess Athena is represented by a swoosh for this shoe company.
4. Which computer company is known as "Big Blue"?
5. Think of another computer company, represented by a piece of fruit with a bite missing from it.
6. This car manufacturer's logo has a round outline with three spokes (similar to a peace symbol).
7. Tiffany's department store is known for what color?
8. This TV network's logo suggests either an eye or a camera aperture.
9. You can have security like the Rock of Gibraltar with this insurance company.
10. This credit card has a blue stripe on the top and a yellow/orange stripe on the bottom.

The Answers

1. Red and white
2. McDonald's
3. Nike
4. IBM
5. Apple
6. Mercedes
7. Light blue
8. CBS
9. Prudential
10. Visa

How did you do?

Kudos if you scored well without the help of pictures. Identifying a business by its logo is one sign of a successful design. If you got something in the mail from one of these companies you'd know who they were just by looking at their logo, wouldn't you?

The less money an organization has, the more important it is to communicate your key values with a memorable logo. Companies pay thousands, even millions of dollars to promote their image or brand. Churches can communicate effectively on a scaled down budget, but it's important to realize that a good logo is an investment in a key tool for communicating your image.

Successful logos can go beyond identifying a company by communicating values. Apple came out with a warm, friendly looking logo because it was the first company to produce friendly computers.

The CBS logo was adapted from an eye of God symbol the Amish used on their barns. Nothing like being able to see everything like God does. Even if you didn't know that, just recognizing it as an eye relates it well to the visual medium of TV.

The Nike swoosh represents a stylized wing. What athlete doesn't want to fly quickly toward the goal?

The IBM logo is all type with horizontal bands running through the letters to suggest the scan lines on video monitors. It was designed in 1962 by Paul Rand and has held up well for 40 years. Not all logos are so fortunate.

A logo is the foundation for your church's image. It's a pictograph that tells a story or represents a value integral to your church and beneficial to your congregation or community. Communicating a key value of your church will mean your church will be remembered for that value. That's a tremendous benefit to your church, just as it is for the companies in the quiz above.

The less money an organization has, the more important it is to communicate your key values with a memorable logo. Companies pay thousands, even millions of dollars to promote their image or brand. Churches can communicate effectively on a scaled down budget, but it's important to realize that a good logo is an investment in a key tool for communicating your image. Price is not the bottom line when considering getting your logo designed. Communicating your key point, being memorable, and coordinating with your church's style is.

The great thing about churches is that it they have so many things to offer. The challenge is to narrow your message or key value so it will be distinctive and memorable.

A few tips

Here are a few tips to help you play the logo game:

Start by looking at what you have
Have you updated your image in the last 10 years?
Does it still look contemporary and relevant?
Who would most likely be attracted by your current logo?
Does it communicate the key message or benefit to your community that you want it to?
Is it distinctive or interesting enough that people will remember it?

How you answer these questions will determine whether it's time for a new logo for your church.

Determine the direction your church is heading

What do you want to communicate? When planning for a new logo design, make a short list of values that are top priorities for your church.
What one thing would you like your congregation or community to remember you for?
Include your mission or vision statement.
Which demographic group would you like to reach? Consider age, socio-economic factors, and whether your church will be focused on outreach or nurturing current members.
What benefits do you offer the community? Include key events and ministries.
Are there unique features about your church or location that would be memorable and appropriate?

One church I know of was a country church, but they were just 10 minutes from a major city. By communicating their character and location, they offered tranquility just minutes from the hustle and bustle of city life.

Put it all together

Once you've decided who it is you're trying to reach, and what you would like to communicate to them, it's time to find a designer who can translate key values into visual symbols.

Graphic designers translate ideas into visual metaphors just like preachers do verbally with spiritual truths. A designer who understands churches can offer a rich vocabulary of symbols and design solutions that will communicate your message to your intended audience. Even colors communicate values, so take the time to understand what you are communicating as you move along in the process.

A good designer will also understand the best way to implement your logo. Make a list of the ways you plan to use your logo, including the final size if you plan to use it large for something like signage. A good designer will be able to produce a solution that will work easily in multiple applications and may be able to save you money on printing and production costs.

Send it into action

Every communication piece from your church should include your logo. Signage, letterhead, business cards, bulletins, brochures, flyers and mailings all contribute to building your identity. Your logo represents your church to many who see it. It sets you apart from other organizations and serves as an introduction for those who aren't familiar with you and a friend to those who are. Companies call it branding. It's the means of building an awareness and positive image of your organization or product.

Thought and planning are needed to create an effective identity, but the good news is you don't have to be a big business with a lot of money. With an appropriate message depicted in a memorable way, you too can be a winner at the identity game.

Michael Kern is president of the Church Logo Gallery.