Final Freshwater Logo

Churches are the worst kind of business to work for. They need to act like a corporation in many ways, but even if they have some structure like a company, there isn't the culture of corporate America.

I was tapped a long time ago to redesign my church's logo. To get a consensus, a committee was formed. After perhaps a dozen different logos, the project was shelved because no one could agree. Finally the pastor stepped in and we pushed through the logo below... which is really just an advancement on the old logo.

If this story sounds familiar, it is because this type of thing happens all of the time... not just in churches but in companies large and small. The reason is employees/executives all have different ideas on what the organization is and/or where they are going. My friend Jonathan Wiese of 3.2.1 www.ThreeTwoOne.com helps companies define their brand so decisions at every level can be made confidently and quickly. Not long ago I worked on his church's logo (Westwood Lutheran Church) and the process was completely efficient and effective. I can't recommend Jonathan's process enough.