How the New System Was Selected

I'd like to share some of the process that went into the design and preparation of our new MCC logo and identity system. This has been a fascinating, evolutionary process.

Last year, we retained the services of Hershey Associates, an internationally known communications design firm. Their outstanding work ranges from corporate clients such as Disney, Bank of America and AT&T... to governments, healthcare organizations, and numerous non-profit organizations.

As a first step, they held a series of informal focus groups -- both with MCC insiders as well as external audiences. From these groups, Hershey developed information on how MCC is perceived -- and wishes to be perceived.

Out of these focus groups, we developed a list of qualities and images that represent MCC. These include: Christian, Global, Spiritual, Healing, Light, Professional, Positive.

Next, Hershey Associates conducted research on logos used by other church groups and GLBT groups -- to assure that the final product differentiated us from other organizations.

From all of this research, Hershey Associates developed four visual images: Globe/World, Eternal Flame, the Cross, the Dove.

These symbols were developed into several logo options -- and a new round of focus groups was conducted. This included feedback from more than 700 MCC leaders in a wide range of cultures and countries -- both through an e-mail test system and through presentations of MCC district conferences and churches. We also conducted a series of external focus groups with people who would be considered "MCC prospects," but who knew little about the specifics of MCC.

Interestingly, the final design image recommended by Hershey Associates was the top preference of both MCCers and non-MCCers in the focus groups.

I especially encourage you to familiarize yourself with the "system" that surrounds the new logo -- the recommended color palette, the spacing guidelines for logo usage, the list of complimentary fonts. You can locate all this information in the Guidelines and Standards section on this site.