Marketing experts are always quick to tell start-up businesses how important it is to develop a corporate logo. "Brand identity" they call it. Think about it. One symbol can readily identity a billion dollar organization. The ultimate goal of any designer when creating a logo is to develop a mark that identifies the company but also persuade viewers to respond in a specified manner.
Logos. So what makes a good logo? Here are the five things that most marketing agencies agree makes a good logo:
- Simplicity. Is it easy to look at with minimal movable pieces?
- Brand consistency. Does it fit your company’s overall message?
- Memorability. Easy for customers to recall, which leads to repeat customers and word-of-mouth.
- Remarkability. Will it cut though the clutter of your industry and say who you are?
- Market testing. Don't trust your gut. It should be market tested.
What does that mean for religious organizations? I mean that sounds too worldly an approach right? But I'm going to say, I agree. The same holds true for us. A picture IS worth a thousand words. Around the spiritual dimensions of our lives we can be consistently and powerfully moved by a single sign or symbol. For the Jewish people it is the Star of David, for Buddhists, the figure of their enlightened teacher sitting in that cross-legged position, and for us as Christians the central "logo" of our life is probably the greatest logo ever created for any business or organization. It is the envy of every marketing expert. It is so powerful it carries the meaning of all we know here as humans upon this earth: suffering. But it also embodies all our hopes and all the promises of love, reconciliation and forgiveness. It creates no confusion; it belongs to one world wide movement. No one for 2000 years has tried to steal it and use it for their own ideas. It stands for defeat. It stands for victory. And yet, given all this, it is so simple a child can create it with two sticks. It is the cross, that sacred sign of God's sacrifice offered through Christ.
What a logo, huh? 1. It is simple. 2. It is consistent with our mission statement. 3. It is Memorable. Off the charts on memorability isn't it? It created great word-of-mouth and repeat customers. 4. Remarkable? It certainly cuts through the clutter. How can it not with the events that surrounded it. 5. And we've been market testing it for 2000 years. Would you say that it's passed the market test?
This is our marketing plan, our movements "logo," and through it we are continually reminded of God's undying love for the world and of our call to love and serve one another throughout the course of our earthly existence.