I’m against using church logos as screen visuals during a service when no other media is available to show.
Logos are just one touch point to signal to someone that “A” is related to “B”. For example you see a logo in a Home Depot flyer and you instantly recognize that the 25% off sale on paint is only available at Home Depot. Without the logo as a touch point it would be difficult to connect what store the sale is associated with. A second example is the golden arches of McDonald’s. When you’re driving down the road and you see a big yellow and red McDonalds sign, you instantly know that the building attached or near by will be a McDonald’s restaurant.
Once a business has established that connection with their audience they don’t need to reinforce it as much. For example, once you step into McDonald’s, Home Depot or any other chain store, you won’t see logos everywhere you look. Instead, you’re enveloped with their unique branded experience. The logo is just the gateway, once you are inside the store they want you to take action.
Brand managers use different materials, signage, display cases, banners, staff positioning, flooring materials, lighting fixtures and wall coverings to tell a story and create an experience. All these elements influence you in positive ways to push you to towards an action.
Many of these same principals are true for churches who want to be intentional about their brand and the experience they create.
Once someone is inside your church they should know where they are and you don’t need to keep telling them over and over again by posting your logo everywhere. Instead, put something on your screen that emphases your brand. This could be a nice graphic that incorporates your brand colors, a background image pulled from a sermon series or seasonal artwork, a short phrase that states a key value, a key verse or seasonal theme.
Always remember that “less is more”. This isn’t your one and only chance to emphasis your brand. In fact, it’s the complete opposite. Be subtle and stealthy with your fallback screen visuals. Use them as a way to plant little tiny seeds in the minds of your community, don’t wallop them over the head with a sludge hammer.
Keep it simple and everything will be just fine.
