Most ministries and churches have some sort of visual element they call their “logo.” Understandably, and for good reason, these elements generate vigorous discussion, and sometimes, even tension among team members and stakeholders.
What I’ve noticed, is that there there is often confusing terminology being used in the conversation that adds a layer of complexity and possible frustration to what’s being discussed.
Very simply, a logo is part of an organization’s identity, but it is only a part. There are actually several components, elements and characteristics that make up an organization’s “identity.”
That’s a simple, yet important distinction.
If you hire us to create a “logo,” “icon,” “word-mark” or “brand-mark,” then that is very different (and limited in its scope) than asking us to help you create an “identity.”
An identity includes a logo, but there is much more to it than that.
The Dictionary of Brand defines brand identity as “the outward expression of a brand, including its name, trademark, communications, and visual appearance.”
So, the point of this post is that we should clarify what we mean by the terminology we use in the communications field to ensure that everyone is on the same page.