Identity Crisis

The following article is our first guest post here at Media Missions. A guest post is when someone else, not me, post an article for your viewing pleasure. I've got a couple of these lined up over the next weeks with two different posters. The reason being, I am on a ministry trip serving Christ in Australia and don't really have time to post.

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


Identities and logos are becoming a trend these days. Everyone seems to have one. Do you? Does your ministry? Is it relevant for all ministries these days? The answer to that is no, but your exposure will increase. Definitely having one is better than not having one at all. You can attain a nice identity with a small or even no budget.

The Microsoft Encarta dictionary defines identity this way, “who somebody is or what something is, especially the name by which somebody or something is known.” This applies to people, companies, and even ministries, which includes churches. Link to church logo here. Having an identity draws visual attention and recognition to you and your organization. An identity goes beyond just having a name; it also can and often does include a logo.

A logo is an emblem or graphic that represents and becomes synonymous with your organization. Having a logo identity is not necessary, but can aid in the instant visual recognition of your organization. For example when you think of McDonalds, don’t you instantly think of the iconic golden arches? Or what about Apple computers? They have a basic yet clearly identifiable logo, the apple. Your organization can have an identity too, and it does not have to be an elaborate one, simple is actually the best.

So you want an identity for your organization. Is a logo necessary? How do you get one? What are the proper steps to attaining one? So glad you asked. Here is a list of some basic questions you will need to answer to determine if a full blown identity package is necessary for you or if something basic will fit your needs.

1. “Is an identity necessary?” The answer is always YES!! The amount of money you want to spend can determine the level you want to take this to. Some key factors to aid in determining how far or big to go with the identity process is the size of your organization, your location, and lastly (but most important) how large is your target market? For example, a clothing store that has a physical store and fills online orders would have a large target market. Therefore this store would have greater need for an extensive identity package than a rural mom & pop shop. Though both can benefit from a simple identity or logo.

2. “What is our purpose in attaining an identity?” The answer to this question and the next may vary from group to group. Evaluate your purpose to determine how big you need to go at this time. A few reasons for attaining an identity might be; to stand out in your area, expanding your ministry outreach, or increasing the ministries within your church, starting other branches of your ministry, or purely for publicity.

3. “What and how will we use this identity?” Again this question will have variable answers, but the primary reason should be for marketing. It may be for business cards, letterhead, and envelopes. Link to identity pkg. Other uses might be for use on a website, creating a church sign, billboards, brochures, t-shirts, and/or other promotional material.

4. “What can we afford and how do we attain the best for our budget?” Determining what you can afford may involve sitting down with your financial board or treasurer to determine your budget. If you are starting a nonprofit, it may be wise to incorporate an identity into your start up fees. If your budget is low, a basic in house design may be your best option. However, sitting down with a graphic designer and talking about the cost would be beneficial as well. Most designers do consultations for free. This will aid in determining if you are able to get what you want/need within your budget and have it done professionally.


I've got a few more Identity-themed articles from Coreen later on in the week. I hope you'll look forward to it.

Posted in: Media Tips