LOUISVILLE, KY. – The General Assembly Mission Council has become the Presbyterian Mission Agency — and with that comes a new logo and “brand identity.”
The Presbyterian Church (U.S.A.) has spent at least $60,000 to hire the Kansas City, Mo., marketing firm Premier Studios to develop the logo, which incorporates elements of a flame, a dove and an open Bible — and also the idea of motion. The aim is a brand identity to be used, along with the PC(USA) seal, in publications, online communications, stationery and more, said Matt Johnson of Premier Studios.
The name change is the result of the PC(USA)’s new Form of Government, which restricts use of the term “council” to what used to be called governing bodies. Presbyterian leaders also want consistency in communications — the denomination’s communications staff will strive to regularly use the new logo and its associated colors and typefaces in materials they produce.
Presbyterian leaders unveiled the new logo during the Sept. 12 meeting of the Presbyterian Mission Agency Board.
Linda Valentine, executive director of the Presbyterian Mission Agency, told the board’s executive committee that the new logo will be put in play gradually, as new materials are developed and distributed.
“It’s not like a corporate environment where all of a sudden all the signs come down,” Valentine said.
The PC(USA) faces some of the same marketing challenges as do for-profit businesses. Unlike businesses, however, it must try to balance its spending on promotions with the need to bring in more donations to support the ministry of a denomination beset by shrinking membership, dwindling budgets and a series of layoffs.