Branding Audit Executive Summary
Presented to: PCG Leadership & Communications Officers
Prepared by: Isaac Glover
Date: 15th May 2025
🔍 Purpose of the Audit
To evaluate the current state of PCG’s brand identity — including logo use, design consistency, digital presence, and messaging — and to propose actionable steps to strengthen unity, clarity, and relevance across all levels of the Church.
🧠 Key Findings
Logo Usage is Inconsistent Multiple unofficial versions in circulation; often distorted or edited. No centralized access to high-quality files or logo standards. Color & Typography Lack Uniformity Color tones vary widely; fonts are random and often unreadable. No defined visual hierarchy or accessible type system. Imagery Doesn’t Reflect Ghanaian Identity Heavy reliance on Western symbols and stock graphics. Minimal use of local cultural, community, or worship imagery. Tone and language shift unpredictably between generations and platforms. Materials often lack clarity, audience targeting, or theological consistency. Digital Platforms Are Underdeveloped Many inactive or outdated websites and social pages. No brand cohesion across digital communications or livestreams. ✅ Top Recommendations
Form a PCG Brand Committee to oversee identity development. Create a Brand Starter Kit (logo files, fonts, colors, templates). Update and standardize key digital platforms. Develop a full Brand Style Guide and roll it out across districts. Commission a Logo Refresh that respects heritage but centers Ghanaian identity. 🙌🏽 The Vision Forward
A unified brand will:
Present a cohesive, professional, and spiritually resonant identity. Strengthen communication within and beyond the church. Empower the next generation to engage with pride, purpose, and clarity. “Let all things be done decently and in order.” — 1 Corinthians 14:40 ...so that they all may be one.
Introduction
The Presbyterian Church of Ghana (PCG) carries a rich spiritual, historical, and national legacy. From its missionary roots to its present-day presence in every region of Ghana, the PCG remains a trusted voice of faith, education, and transformation.”
However, in today’s media-driven world, visual identity plays a critical role in how that voice is recognized and remembered. This audit was initiated to assess how PCG’s brand — including its logo, color usage, typography, and messaging — is currently being represented across congregations, presbyteries, and platforms.
Our goal is not to criticize, but to help the Church align its visual communication with its mission, heritage, and future vision, ensuring consistency, clarity, and cultural resonance.
“Let all things be done decently and in order” – 1 Corinthians 14:40
Audit Objectives
The goal of this audit is to evaluate the current state of the Presbyterian Church of Ghana’s (PCG) branding and recommend pathways toward a more unified, recognizable, and culturally resonant identity.
✅ Key Objectives:
Assess Consistency
Examine how the PCG logo, colors, typography, and messaging are used across various regions, congregations, and materials. Identify Gaps & Inconsistencies
Highlight areas where branding diverges from any existing or implied standards, including visual, tonal, and structural elements. Evaluate Cultural & Contextual Relevance
Reflect on how well the current brand identity aligns with Ghanaian culture, PCG’s spiritual mission, and contemporary communication needs. Recommend Standardization Guidelines
Propose solutions — including a brand system — that ensures cohesive visual expression across all PCG communications and platforms. Lay the Groundwork for Modernization
Create a foundation for long-term improvements that will allow the PCG to communicate effectively across both traditional and digital media. ✅ 1. Assess Consistency
🔍 What We’ll Do:
Collect samples of PCG branding from various congregations, districts, and presbyteries (e.g., flyers, social media posts, banners, bulletins, websites, uniforms). Compare how the PCG logo is used across these materials: Are the correct colors used? Are they stretched, pixelated, or low quality? Check if typography (fonts), layouts, and tone of messaging are consistent. 👉 Goal: Understand how unified or fragmented the PCG brand appears in the real world.
✅ 2. Identify Gaps & Inconsistencies
🔍 What We’ll Do:
Note all the mismatches: wrong logos, off-brand colors, poor-quality images, inappropriate fonts, or messages that don’t reflect the PCG’s values. Create a "before-and-after" or “dos and don’ts” catalog to show what’s working and what isn’t. 👉 Goal: Build a clear case for why standardization is needed — with evidence.
✅ 3. Evaluate Cultural & Contextual Relevance
🔍 What We’ll Do:
Ask: “Does this brand reflect Ghanaian culture, values, and the lived experience of PCG members?” Think about symbols, language, imagery, and tone. For example: Do the European-based symbols in the logo still resonate with young Ghanaians? Are we visually communicating an African church or a colonial extension? Consider interviews or surveys with members — especially younger ones — to gather feedback. 👉 Goal: Show whether the brand connects with the people it represents — and where it could be more culturally authentic.
✅ 4. Recommend Standardization Guidelines
🔍 What We’ll Do:
Propose a branding system (or the start of one): Official logo formats (PNG, SVG, etc.) Approved colors and fonts Templates for flyers, social media, letterheads, etc. Rules on logo sizing, placement, and background usage This could be done in a Brand Guidelines Document or design manual. 👉 Goal: Provide tools so that every PCG branch can use the brand consistently and professionally.
✅ 5. Lay the Groundwork for Modernization
🔍 What We’ll Do:
Use your audit to suggest next steps: Could the logo be refreshed or simplified? Should there be a new design that’s more Ghanaian and scalable? Can the Church invest in branding training or appoint visual communication leads per district? Suggest a branding strategy for digital platforms: websites, mobile apps, livestreams, etc. 👉 Goal: Help the Church build a flexible, modern identity that supports its mission today and tomorrow.
Methodology
This audit followed a systematic process to evaluate the current state of the Presbyterian Church of Ghana’s (PCG) brand expression across various platforms and congregations. The methodology ensures a balanced review combining objective visual analysis, field sampling, and contextual feedback.
Steps in the Audit Process:
Gathered branding samples from 15+ PCG congregations. Included flyers, banners, social media posts, letterheads, church signs, and uniforms. Assessed logo clarity, accuracy, and color fidelity. Checked for design consistency and layout quality. Cultural Relevance Review Evaluated how symbols and imagery reflect Ghanaian identity. Noted colonial influences and contextual mismatches. Audited PCG websites and social media accounts for brand consistency and modern usability. Applied a standardized audit checklist for consistency across all sources. Identified key areas of non-compliance or brand drift. Documentation & Reporting Created photographic and written records of findings. Compared across locations to identify trends and standout practices. Stakeholder Input (Optional Phase) Collected informal feedback from clergy, designers, and congregants on what the PCG brand means to them. This mixed-method approach ensures that the final recommendations are not only design-savvy but spiritually and culturally grounded in the Church's mission.
Audit Checklist
Findings
1️⃣ Logo Usage
📌 Observations:
✅ The original PCG logo is widely recognized and used across congregations. ❌ Multiple unofficial versions exist — often modified by local designers. Pixelated or low-res versions used in print and digital. Colors altered to match unrelated backgrounds. Distortion from resizing (stretched/squeezed). The size of the palm tree being inconsistent Elements like the Swiss crosses removed or swapped. ❌ No centralized access point for official logo files. 🔍 Example:
A church bulletin in Eastern Presbytery used a yellow-stroked, low-res logo, while a flyer from another district replaced the white cross with a dove.
🧭 Implication:
Lack of standardization undermines brand identity and causes confusion. Some alterations dilute the symbolic meaning of the elements (e.g., historical mission connections).
2️⃣ Color Usage
📌 Observations:
✅ The traditional blue, red, white, and gold colors appear in many PCG materials, especially on signage, uniforms, and program banners. ❌ However, actual usage is highly inconsistent across platforms and branches: Blues range from navy to royal to turquoise. Reds appear as maroon, scarlet, or even pinkish tones. Some materials introduce unrelated colors like purple, orange, or neon green. ❌ Poor contrast and clashing combinations often reduce legibility and impact. ❌ No defined primary, secondary, or accent color rules. 🔍 Example:
A social media post for a PCG youth convention used neon blue text on a red background — difficult to read and inconsistent with church tradition.
🧭 Implication:
Visual inconsistency weakens PCG’s brand recognition and professionalism. Lack of color guidelines opens the door for visual noise, making it harder to unify communication efforts across the church.
3️⃣ Typography
📌 Observations:
❌ No standard typefaces are currently in use across PCG materials. Wide range of fonts observed: Bold sans-serifs on flyers Script fonts for women’s fellowship materials Times New Roman and Arial for church documents Occasional use of stylized or novelty fonts in youth and music events ❌ Inconsistent font hierarchy: headings, body text, and quotes often use the same size or weight, leading to clutter. ❌ Excessive use of all-caps, shadow effects, and multiple fonts on the same page/post. 🔍 Example:
A Sunday program in Greater Accra used 4 different fonts on one A5 cover — including cursive and 3D text — reducing readability and visual harmony.
🧭 Implication:
Lack of typographic consistency weakens professionalism. Poor readability affects communication — especially for older members or digital audiences. A unified type system would improve clarity, elegance, and brand tone.
4️⃣ Imagery & Iconography
📌 Observations:
✅ Many congregations use meaningful Christian imagery (crosses, doves, bibles, churches) in promotional materials. ❌ However, there is no unified style or standard for images or icons: Some materials use clipart or low-quality stock photos. Others mix Western religious art (e.g., white depictions of Christ) with local elements. Outdated visuals appear on banners and programs — inconsistent with current design standards. ❌ Lack of culturally relevant visual language: Few images reflect the Ghanaian Christian experience, such as local worship scenes, traditional attire, or community service. Some materials use random icons or techy effects (like glowing crosses or fire animations) that clash with PCG’s tone. 🔍 Example:
A youth conference flyer combined a futuristic blue flame icon with an image of a European cathedral — lacking PCG identity and local relevance.
🧭 Implication:
Visuals are a powerful way to tell the PCG story — but lack of standards results in brand dilution. PCG is missing an opportunity to reflect its African identity, spiritual warmth, and communal legacy through visuals.
5️⃣ Messaging & Tone
📌 Observations:
✅ PCG materials consistently use biblical references, prayers, and formal announcements rooted in Christian tradition. ✅ The church’s mission and theological foundation are generally well reflected in sermons and written communication. ❌ However, tone and messaging vary greatly across materials: Some flyers and programs are overly formal and difficult to understand for youth or first-time visitors. Others use casual or flashy language, especially in youth events (e.g., “Holy Ghost Explosion 🔥🔥”). Language often switches inconsistently between Twi, Ga, Ewe, and English without structure or translation. ❌ A lack of clear audience targeting in communications: One bulletin might try to address elders, teens, and newcomers all in the same tone. Event announcements sometimes lack dates, clarity, or call to action (e.g., “Join us this Sunday” without time or location). 🔍 Example:
A youth flyer used phrases like "Turn Up for Jesus!" and "God go bless you big time" while a women’s fellowship flyer opened with “Esteemed Matriarchs of Zion” — creating a disjointed overall tone.
🧭 Implication:
Inconsistent tone can confuse or alienate different age groups or new visitors. Without a voice that balances reverence, clarity, and accessibility, the Church risks losing engagement — especially among the youth and digital audiences. ✅ Recommendations:
Define core tone guidelines: Formal but warm for official and intergenerational communication. Respectfully modern and relatable for youth/digital platforms. Create sample message templates for: Standardize language transitions: when using local languages, include simple translations or context.
6️⃣ Digital Presence
📌 Observations:
✅ Several congregations and districts have social media accounts (primarily Facebook, some Instagram and YouTube). ✅ National PCG platforms publish announcements, livestreams, and programs online — especially during Easter, Synod, or major conferences. ❌ However, digital branding is highly inconsistent across platforms: Different logo versions and low-quality headers on social pages. Inactive or abandoned church pages (some with last posts from 2019–2021). No coordinated visual identity (each district designs their own look). ❌ Lack of digital accessibility: Many church websites are outdated or broken. Mobile optimization is poor. Few platforms offer language accessibility or closed captions for video content. ❌ No clear digital branding templates or content strategy provided from the national level. 🔍 Example:
The Facebook page of one presbytery uses a banner with mismatched fonts and distorted logo, while a youth ministry Instagram page features trendy content but no visual connection to PCG.
🧭 Implication:
Inconsistent digital identity weakens trust, recognition, and outreach, especially among tech-savvy youth and diaspora members. Without a coordinated digital brand, PCG risks fragmented communication and missed opportunities for evangelism and community building. ✅ Recommendations:
Establish an official digital brand kit: Headers, profile photos, logo files, font usage, and color guides Create and distribute templates for: Sermon posts, livestream banners, service announcements Provide basic social media training for communication officers in each congregation/district Relaunch the official PCG national website with mobile-friendly design, branding, and content guidelines Key Insights
1️⃣ Visual Inconsistency Is Widespread
The PCG brand is not unified across congregations, platforms, and materials. Multiple versions of the logo, inconsistent colors, mixed fonts, and clashing visuals are common. 📍 Implication for Leadership:
Without a centralized standard, each congregation improvises — which weakens trust, identity, and professionalism across the national church. 2️⃣ Digital Platforms Are Undervalued and Underdeveloped
Many social media pages are inactive or lack visual cohesion. Websites are outdated, hard to navigate, or missing entirely. 📍 Implication:
A large portion of the youth and diaspora audience is unreached or disengaged online — limiting PCG’s growth and relevance in the digital era. 3️⃣ The Current Brand Does Not Fully Reflect Ghanaian Identity
While rooted in a rich history, the current logo and imagery heavily feature colonial European symbols (Swiss, Scottish crosses). Few visuals reflect modern Ghanaian worship, community life, or African Christianity. 📍 Implication:
There is an opportunity to reframe the brand to celebrate PCG’s Ghanaian soul while respecting its historical mission ties. 4️⃣ Messaging Lacks Clarity and Tone Consistency
Language and voice shift drastically across audiences — from formal to slang, without strategy. Materials often do not clearly address who they’re for or what action is expected. 📍 Implication:
PCG must define a brand voice that’s welcoming, reverent, and accessible — especially to younger generations and newcomers. 5️⃣ There Is No Standardized Brand Toolkit
Churches and designers lack a centralized source for brand assets, templates, and guidelines. Most branding decisions are improvised at the local level. 📍 Implication:
To achieve national brand unity, leadership must invest in a comprehensive design system that empowers local teams without losing identity. Recommendations
🔹 Short-Term (0–3 Months)
Establish a PCG National Brand Committee Form a small team of designers, clergy, communication officers, and youth reps Mandate: define identity goals, oversee brand refresh, and approve materials Create and Distribute a Basic Brand Starter Kit High-resolution logo files (in all approved formats) Core color palette & font guide Sample social media post templates & flyer layouts Audit and Update Key National Digital Platforms Refresh the PCG national website and ensure mobile compatibility Align social media visuals (profile picture, banner, bio) with core branding Begin Design Education for Local Congregations Offer short virtual trainings or PDFs for communication officers on: Social media best practices 🔹 Mid-Term (3–9 Months)
Develop a Full PCG Brand Style Guide Logo rules (size, spacing, misuse examples) Primary/secondary color palette with meanings Approved fonts and layout styles Messaging tone guidelines Culturally appropriate iconography Build a Centralized Brand Asset Portal Online hub where churches can download: Launch Pilot Standardization Campaign in 3 Presbyteries Apply the full design system to their print, digital, and physical branding Gather feedback for refinement 🔹 Long-Term (9–18 Months)
Commission a Logo Modernization Process Improve scalability and digital performance Engage branding professionals with ecclesiastical and cultural expertise Include church-wide input sessions before adoption Institutionalize Branding in PCG Governance Make the style guide part of official church documentation Require all Synod-level and Presbytery-level materials to follow the system Encourage districts to appoint a local "Brand Steward" Celebrate the Launch of the Unified Identity Roll out a national campaign with the refreshed identity Use it as a teaching moment on unity, heritage, and future vision
Conclusion & Call to Action
📍 Why This Matters
The PCG’s identity is a gift — rooted in history, faith, and community.
But in today’s world, how we present ourselves visually and digitally is deeply tied to how we’re perceived spiritually and socially.
A unified brand is not just about design —
➡️ It’s about clarity in mission,
➡️ Consistency in message, and
➡️ Connection with every generation of believers.
📣 What Leadership Can Do
✅ Recognize branding as ministry — not just aesthetics
✅ Empower a team to oversee the PCG design system
✅ Invest in Ghanaian identity as a visual theology
✅ Unite communication across districts with standards and training
✅ Lead by example — update national platforms and materials visibly
🙌🏽 The Vision
A renewed PCG brand will:
Reflect who we are as Ghanaian Presbyterians Unite over 1,000 congregations under one voice Engage a new generation with confidence and reverence “Let all things be done decently and in order.” — 1 Corinthians 14:40
Now is the time to bring our visual witness in line with our spiritual one.
...So That They All May Be One
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PCG Brand Audit Presentation
