As a church, we historically haven’t used terms like “branding” because, well, they feel a bit corporate-esque, as if we’re trying to sell something. I mean, we’re a church. Our mission is to make disciples—not to sell a product.
Yet, more and more, we’re finding that many of the theories and ideas behind strategic communication, marketing and advertising can be redeemed for what we’re doing. These things—not to mention technology and communication mediums—can be used strategically and creatively to express and communicate the gospel.
This was especially true as our Communications team developed a new logo for the church this past year. We used the “branding” process—frequent in design, marketing and advertising firms—not to position ourselves above others or to bring attention to ourselves, but to put to flesh who we are and what we do as a church—our identity.
Of course, since we’ve been The Village for over a decade now, we didn’t need to “rebrand.” We merely needed to spend some time putting words to what already exists, while considering where we need to grow. We then took that language—all based on our mission to bring glory to God by making disciples through gospel-centered worship, gospel-centered community, gospel-centered service and gospel-centered multiplication—and re-established our visual identity.
After months of moodboards, sketches and discussion among the Communications team, lead pastors and a whole slew of others, we eventually landed on a logo that we feel represents our vision and personality well. We chose this logo for a number of reasons:
- It holistically embodies some of our key personality traits, like bold, truthful, authentic and joyful.
- There is continuity between it and our previous logo in the shape of the “V” and the typeface. Again, we didn’t think we needed to reinvent the wheel.
- It boasts a simple, aesthetically pleasing yet timeless look and feel that works well on numerous mediums.
- While the Godhead is represented in the triangle—a shape historically used to signify the Trinity—the left side of the “V” symbolically points to Christ as the Author and Perfecter of our faith.
Again, the ultimate hope was to create a logo that expressed and vivified our identity, and we believe this new logo does just that. In the process, we were also reminded how valuable a practice like branding—as bad of a rap as it gets—can be to helping proclaim the good news of the gospel.