Three Questions to Re-brand Your Ministry
When was the last time you “re-branded” your youth ministry? Or even just thought about whether or not your logo, name, or shirts reflect who you are as an organization, church, or ministry?
We realized it had been a while since we took the time to do that for Group Mission Trips (GMT). It turned into a really cool process that involved the entire team and yielded an awesome result that actually reflects our mission of creating service experiences that help people grow in their relationship with Jesus and each other.
We asked three important questions that you can ask to evaluate the branding of your ministry. Here’s a behind-the-scenes look at the intentional process of our re-branding:
Where have we been?
We started by doing a visual audit last year. We laid out every single item we could find that contained GMT branding–print, digital, apparel, signage…you name it.
What we found was pretty much a branding identity hodge-podge. Old logos were mixed with even older logos. The colors didn’t make sense for our brand anymore. There were more than 10 fonts used almost randomly on items.
We also noticed the logos for the four unique experiences within Group Mission Trips (Group Workcamps, Week of Hope, International, and Weekend Workcamps) also lacked any connection back to the main brand identity and completely lacked any cohesion with one another. Here’s what the old logos looked like:
So, we tackled a re-brand. We didn’t change our message or the vision, just the visual identity. This lead us to the next question:
Where are we now?
We wanted to bring some unity to all the Group Mission Trips logos, have them reflect the larger brand and nature of the experiences, and refresh how those identities were used. We wanted our branding to actually position Group Mission Trips as one of the most life-changing mission trip experiences that you can attend with your youth ministry.
So, the task began with team meetings to begin establishing what it was that all the camps truly had in common at their core. Each is still a unique experience, but they all share location options, simplicity, and excellence of planning. Then we moved on to sketching and visioning.
We tested those sketches to see what team members and friends in ministry thought.
Next, a color palette was established. Inspiration came from food packaging of all things. We chose to switch from a purple logo to a blue hue. In the psychology of color, blue is very hopeful, calming, and expansive–all emotions that transpire within GMT:
- Hopeful – Those who participate in Group Mission Trips bring hope to people in need and find hope themselves.
- Calming – Youth leaders can relax because GMT is easy to sign up for, attend, and make a vital part of your ministry. We do all the coordinating for you.
- Expansive – GMT is growing and morphing so that we can best serve you in your efforts to reach out to a new generation of students.
Finally, came prototyping and function. Is the logo memorable? Is it simple? Does it have some longevity? What is it that is common among all the versions?
What we landed on was a stylized mark that is representative of a location pin on a digital map or GPS. What is most common about all the GMT experiences is that they involve going to a location. That mark was then used for all trip experiences and adapted into the color palette. This created a cleaner, more identifiable logo, and it made the connection between the four experiences much clearer.
Where are we going?
And finally, the GMT logo re-brand was completed, ready to be revealed along with a totally updated website and all-new wearable designs and collateral with the new identity (pictured above).
There is a buzz happening here with Group Mission Trips. We can’t wait to see students and adults experience Jesus at Group Workcamps, Week of Hope, International, and Weekend Workcamps.
God’s timing is perfect and we already experienced this with the logo. It also turns out that 2017 is GMT’s 40th birthday. So, we enter our 40th year with a brand new look, a brand new website and catalog, and a brand new day for serving even more people in Jesus’ name.
We hope this sheds light on the fresh face of Group Mission Trips, as well as some helpful questions for you to ask in your ministry!