Identities: Go Big or Go Basic?

This article is by Coreen Smith. Coreen is a freelance graphic designer. She specializes in church identities. That includes logos, letterheads, business cards, and envelopes. She is a good friend of mine from my graphic design classes in college and she is great designer. She does do more than just identities, though, so if you are interested head on over to her website at www.coreensdesign.com

Coreen also wrote an article earlier in the week that you should read first if you have not done so already. Check it out here.


When thinking about the options of going big, which is using a graphic designer, or going basic, which is doing the work in house or for your self, there are still key factors to keep in mind.

Going big does offer positives and negatives. Graphic Designers can be expensive, though not all are. When dealing with a designer, it is best to have some sort of concept in mind as to what you want the end result to be and what you plan to use your identity for before your meeting. This helps minimize your meeting time, gives the designer an inside view of your ministry’s vision, and how detailed and time consuming this project could be. Remember when using a graphic designer you are paying for their expertise and services. It also frees up your time to accomplish other things.

It is important for me to state that having a whole identity package (logo, business cards, letterhead, and envelopes) designed will give you more value for your money by bundling the work, rather than having each designed piecemeal. If you opt to use a graphic designer keep him or her informed of your plans and that you have a budget. Ask if there is any way you can get the most for your money or ask if they do ministry discounts. Just remember that if you never ask, you may never know.

The alternative to go basic by doing it your self does cut costs, but requires more time and involvement on the ministry’s side. The options vary from getting a free logo/identity  or buying one from an identity/logo site. The pit falls or down side to going to these sites is that you loose out on the custom individual look and run a greater risk in coming across other organizations that share your same identity.

Another option would be to place your organization’s name in a nice font with a clean appealing placement. (See my tutorial on Identity design made basic posted Friday.) This would take some time, but would eliminate having the same identity as another business and yet give you an individual look.

After weighing your options, walking through the questions, and deciding what route you might like to take; remember that an identity is an investment. No matter what option you choose, big or basic, your ministry will get good use out of it. You will have a good marketing foundation to build upon today and in the future.

Posted in: Identity, Media Tips