believe is too important not to have.
VISIBILITY
We recently hosted our pre-NAMM Hang and
the folks at NAMM were kind enough to create
the below graphic for us to share on social
media. One of the biggest logo tests is to see
how it stands up when shrunk down in size,
sitting beside a number of other logos. If there’s
copy, is the font still legible? If there is an icon, [Dennis Cummins] We had the logo for
can you still tell what it is? Often, when people about thirteen years.
are doing a logo refresh they compare and
contrast different options for the new logo side [WM] How many people were involved in the
by side, which is a huge help in deciding what design process of the new logo?
you like and why. However, people often forget
to do a marketplace test, seeing how it stands [Dennis] We had about four people involved
up against other logos people see in their daily in the process. We hired a consultant and
lives. he helped us in the creative process. This is
the same company that helped us overhaul
TIMELESS our website and break through all the search
I’m not saying to go all trendy, just think of logos engine barriers that we kept getting up against.
that were created using what I think of as the
app store approach. Back in the day it looked [WM] What was the impetus to integrate the
hip, now it looks dated. Trend jumping has lots “play” button in the logo?
of appeal, but great logos live past a passing
trend. Fender is a great example of this. The [Dennis] We wanted something to cause
logo has become iconic on several levels. It people to engage us online. We value the
speaks to the heritage of the brand and that importance of live streaming and archived
we get to be part of that. It also speaks to content and want to make the most of it.
instantaneous recognition in the marketplace.
Be it on a headstock, amplifier, business card, [WM] Was the shelf life of the new logo a
or advertisement, this logo works. consideration in the design process? If so, how
long do you think this one will be your logo of
WHAT’S IN YOUR LOGO?
logos?
CUSTOMIZE YOUR OWN
DYNAMIC MICROPHONE
[WM] founder Bruce Adolph attends a church
that is missional about integration social media [Dennis] I'm not sure about a shelf life, the
into spreading the Gospel. They encourage way things are changing it could be relevant for
people to use their cell phones during service five years or maybe seven. But we are definitely
to start FaceBook Watch Parties to get the more open to change at a rapid pace than we
message out there and their logo reflects that. were thirteen years ago.
We reached out to Pastor Dennis Cummins for
his input on their process with the hope it would START THE CONVERSATION
inspire you and your church to ask some of the As I mentioned before, please share this article
following questions about your logo. with your executive and creative teams. This is
a conversation well worth having!
[WM] How long did you have your previous
logo?
February 2020
Subscribe for Free...
175