It’s on the front of the bulletin now and will be on all of our print materials -- wedding and historic brochures, business cards, stationery and more. We have a color version and a black and white one, both designed by our parish secretary Diana Bennett. It raises the question: why is the church logo important? Every congregation seems to have one in this day of sound bites and quick ads. What is that all about?
Have you ever heard a name but couldn’t put a face with it? Or seen people in an unfamiliar setting and recognized them, but their names just wouldn’t come? I’m sure this happens to all of us at one time or another. Experts teach various ways to put faces and names together as we meet people -- repeating them to ourselves, using new names out loud, singing the name in our head to a favorite tune. Having multiple connections with something helps us remember it.
This is one of the things our church logo does for us -- it puts a “face” to our name, giving people multiple ways to remember us -- through the picture of the little church on the hill, coupled with our name, and visually confirmed because the picture is recognizable as that little church they pass in the neighborhood. These are multiple connections that help them remember us, and hopefully help to draw them in.
Once we decide a logo is important, we have to decide what it should convey. Researchers at Duke University found that exposing people to a brand’s logo for just 30 milliseconds made them behave in ways associated with that brand. Thus, people who looked at an Apple logo responded to a problem in creative ways, while those who looked at an IBM logo solved the same problem in more structured, traditional ways.
For this reason, we carefully chose the elements in our logo. Many people say they have noticed this church as they passed, so in the logo our historic building is shown, but pictured in a modern way. This also reflects the fact that we worship in an ancient tradition, but seek to bring the Good News to our world in new ways. We offer sanctuary and hospitality in the middle of the city, so in the logo the church’s red doors (representing sanctuary) are thrown open wide. They are also thrown open because we go out from here to carry the Gospel to others. While our building is iconic for us, we are not, after all, based solely in our building. We are on the spiritual journey of the cross but grounded in our community, so the logo shows the church firmly anchored to the ground, but with a cross above all.
And dominating it all is Grace and everything that means -- compassion, respect for each other, forgiveness, love and joy -- and the grace of our Lord that is spoken of by John:
But to all who received him, who believed in his name, he gave power to become children of God, who were born, not of blood or of the will of the flesh or of the will of man, but of God. And the Word became flesh and lived among us, and we have seen his glory, the glory as of a father’s only son,* full of grace and truth. From his fullness we have all received, grace upon grace. (John 1:12-14, 16)
Most of all we hope our logo will be yet one more way we bring the grace of Christ to the world.