Special Edition of At Second-Ponce

SPECIAL EDITION

At Second-Ponce shares a new logo story rooted in our four core values

WORSHIP COMMUNITY MISSION DISCIPLESHIP

2715 Peachtree Road NE, Atlanta, GA 30305 | 404.266.8111 | www.spdl.org

SETTING IT UP

A WORD FROM CANDICE YOUNG

The what, why & how of our brand refresh

You might have seen seen posts on Facebook and Instagram teasing that “something big is coming” to Second-Ponce. It's true. Exciting things are launching from the corner of Peachtree and East Wesley, and I have the privilege of talking about one of them.

Part of my work as your Communications Director is to evaluate the effectiveness of our branding- How well does it represent who we are, what message does it send to newcomers, how does it help or hurt our reputation? Sometimes those evaluations compel me to recommend a change, and in January, that's what I did. Here’s why.

Second-Ponce has proven to be both enduring and agile- a historic church with an adaptable approach to ministry. We are committed to sharing the love of God through our existing core values, but recent additions in technology, worship and outreach are providing even more opportunities for growth. We must share this good news! The constant onslaught of new products and new information; however, can make it difficult to stand out. What we can do? The answer is simple: We turn up the volume on our story.

Second-Ponce is a modern, warm and deliberate church and we need a brand to match.

Over the next several months, the Connected Team (Lynn Klein and Betsy Lamb) and SPdL staff dreamed about what new imagery could represent who we are as a church and as the Church. We knew it was important to find a logo that could stand another 20 years, just as our previous one had. We worked with logo designers to craft literal and abstract graphics, then Biblical and cultural ones, all with the goal of finding a fresh and authentic way to showcase Second-Ponce. In time, we found one that we felt checked all the boxes and that’s what we excitedly present today.

I know that change can be uncomfortable. What’s so great about refreshing our brand is that we’re not altering the Second-Ponce story, we’re amplifying it. And that kind of change is worth celebrating.

OUR NEW LOGO AND WHAT IT ALL MEANS The four quadrants represent our four existing core values of worship, community, mission and discipleship.

The white space in the middle has a double meaning: it depicts both the cross and SPdL’s iconic location at the intersection of Peachtree and East Wesley.

The shading of each quadrant has dual intent: It gives the logo movement and energy and it suggests that there are welcome differences even in our sameness.

The updated vibrant red is a connection to our past while the greens and blues, representing growth and renewal, are connections to our future.

The text treatment puts an emphasis on “Second-Ponce” which we believe is easier for newcomers to remember and it leans into what most people are accustomed to calling us.

Color psychology says that shades of blue are associated with spirituality, trustworthiness, wisdom and peacefulness. In that spirit, we have adopted these logo blues as our new signature colors. We hope that Second-Ponce can be a physical and spiritual refuge from the busyness of life.

FLESHING IT OUT

OUR CORE VALUES

Opportunities for using our new logo

How we approach using our new brand to amplify our story will be passed through the lens of these cornerstones.

WORSHIP: Our hope is that the depth of our worship both honors God and engages our own intellect and curiosity.

Here, we value everyone’s faith expression in a spirit of hospitality and truth.

Connecting our long-standing core values to our brand is one way to ensure that we’re showcasing our enduring, agile, warm and deliberate approach to ministry.

COMMUNITY: We believe God genuinely wants us to care for one another, and we are deliberate in making sure everyone feels connected to this church family.

MISSION: We aim to offer hope and model love through deep and long-term connections to local and global missions organizations.

DISCIPLESHIP: Through intentional prayer, scripture study, mission and fellowship, we continue our development as followers of Christ.

EXAMPLES OF OUR BRAND IN USE

Business cards

All Together decals

Connect cards

Livestream promotion

Podcast graphics

Social media posts

Logo Team Lynn Klein Betsy Lamb Jeff Miller Candice Young

And we’re just getting started Our new logo conveys the vibrancy of Second-Ponce creating endless possibilities for growth.

Thanks be to God.

Questions? Candice Young can help. Email her at cyoung@spdl.org.