I read an interesting piece from across the pond recently; British blogger Johnson Banks begins “It’s official. The age of the static brand is coming to an end … “
In his post, he discusses logos that change to meld with their environment, to reflect current events, or merely to exist as different works of art. Long ago, this was a big no-no. Your logo was your logo was your logo. Obviously, the most striking example of this active logo is Google. Check out their gallery of logos.
Obviously, continuity is necessary. You can’t do a weekly logo redesign, but your logo needs to reflect that you aren’t passive; you’re changing, you’re moving forward, you’re staying in touch with the world around you.
Where could these ideas associated with active branding be more pertinent than the church? If your church is alive, moving, creating, and reacting, shouldn’t your logo say the same? I know there are some churches out there using the same logo as they did when planted by the patriarchs on the Mayflower. And you can hold on to that.
Tradition is beautiful. There’s something sacred in the architecture of storied cathedrals. Heck, there might even be something romantic in your long-standing logo. But what if your logo said that you hold on to tradition as well as reaching for the future? The two elements aren’t mutually exclusive.
How about you guys? Have you had any experience with non-static church logos? I, myself, haven’t; it just seems good in theory. What do you think? Am I wrong on suggesting this one? Is there something special in absolute continuity for church logos?