Interesting topic of conversation over at the lab sparked by the Xerox rebrand. Here’s my take:

Xerox decided to launch the rebranding effort to change their image. Good start. The real test though is in substance. Just because they don’t want to be known as a copier company, and even with a big rebranding campaign…if their products still look and act like copiers, guess what? They’re still a copier company. Going to their site they still define themselves as a Document Management, Color Printers, Copiers, Business Consulting Services.

If you’re church is struggling or reached a plateua a rebranding effort can serve as a foundation of growth and change. BUT, if the only thing that changes is your logo then you will be the same church with a different logo. Your brand, identity, logo must go deep…all the way to the core of who you are.

As far as the mark itself? It’s certainly more current, if a bit like the Xbox logo, but not very fresh. They were trying for a high-tech look and I think they got close but missed the mark a bit. I do to tip my hat off to them though, the rebrand is certainly sticking and getting much talk all over various blogs.