Remember the Sesame Street song, "One of These Things"?
One of these things is not like the others, one of these things just doesn't belong,
Can you tell which thing is not like the others, by the time I finish my song?
When my sister started a banking job she asked her supervisor how she would identify counterfeit bills. He told her to "become so aware of real bills, that when you handle a fake; you'll know it."
Pastors, too, must become incredibly saturated by their church's DNAjust like my sister had to immerse herself in the bills. So a congregation's demographics and what "feels" right becomes second nature to you, the church leader. Then get to know your city, suburb or neighborhood the same way.
Assemble small groups that represent 1.) your congregation and 2.) your potential congregation (who don't currently attend). Question both groups so you get a feeling for their similar tastes, preferences, styles, and personalities.
This is the foundation of who you are. Your brand.
And since we live in a visual world, and people identify with and pursue visuals that look and feel like them, it's imperative to find a logo that is "like" your authentic congregation and your community. Why both? Because your congregation needs to feel that the logo represents themand the community needs to be attracted by it.
Here are three things to be aware of with church logo trends:
1. Be Simple. Nothing overly fussy. And usually the more urban the community, the more simple the symbol.
2. You'll probably want a simple, unique symbol that can be recognized alone, even without words. This takes time and consistent use of the symbol with your colors.
3. Sans-serif fonts (letters with no serifs, the lines at the ends of letters) are the trend for more contemporary logos. Probably because sans-serifs are associated with digital mediums. They feel more contemporary and urban.
Your church has many choices for developing a logo. Professional designers (who work in the field and know trends), artists/designers in your church, or maybe your church's communication team (that produces slides, web content, worship guides, etc.). No matter where you decide to go, make sure you:
Start with a clear description of your DNA so that artists can design logos like it.
Request 2-3 different logo designs.
Sing the song (keeping your DNA in mind): "One of these things is not like the others" and eliminate the one(s) that don't "feel" right.
Get your two groups back together. Get their opinions on what they like and don't like. They shouldn't choose; just give direction and opinion.
Live with your ultimate design choice for several days. Walk a printout around your church building and even through your community. Look at other logos everywhere. Does your chosen design stack up to them? Does it "feel" right? Don't fall for inauthentic ideas or designs that just "don't belong." Pray for direction. God wants you to be known for something professional and authentic.