Church Logos: Should You Use The Cross, a Fish, or a Dove?

I met with a potential client about a brand identity project last Friday. The church is very conservative and has a high view of Scripture. It is also the church I briefly attended when I got saved at the age of sixteen which is really cool. During our meeting we discussed whether the church should incorporate the Cross into their identity or other Christian symbols.

While I believe that it is very important for a church to focus on the Cross, I don’t feel that a church must have the traditional symbols tied in with their visual identity. Here are three reason’s why:

• A church stands out by its actions and not by an icon or picture. An ichthus does not make a church more of a church – or communicate you are a “real” church. What will make a difference is living the Word.  Besides, how many business have used the fish in order to catch some fish…it’s just cheesy. Let your light shine but what you do or let actions speak louder than words (or icons).

• It doesn’t mean anything to some people. How many thug-rappers or Hollywood celebrities who live an immoral life-style wear a cross around their necks? Some of our symbols have lost their true meaning in today’s culture and it’s sad. I am not saying to give up on these visual identifiers but rather having a dove or cross in your logo doesn’t necessarily mean Christian anymore.  To some people it’s just another picture.

• It’s been done over and over again.  I’ll be honest in that I probably have seen just about every variation of these symbols used in a logo and is just getting stale and boring.  If you want to stand out in a crowd, then dare to be different.  It doesn’t say you are any less of a church but that you are trying to meet people in a new and fresh way.  And read the first reason again.

Personally I think that it is great that some churches have broken the mold and thought outside the box.  My advice is to ask the two most important questions you can ask when developing an identity which is -  does this truly reflect our church brand and will it connect with the people we desire to reach?  If you can answer yes to both then you are on the right track whether you use Christian symbols or not.