I give you a new commandment, that you love one another. Just as I have loved you, you also should love one another. By this everyone will know you are my disciples, if you have love for one another. John 13:34-35
Logo. Brand. Identity. For quite a long time, Western consumers have known of apparel and accessories with the quirky brand name Guess. Given how some labels convey a more elite sensibility than others, some people like to be seen wearing (even when the purse or dress is a knock-off), drinking, or driving those certain brands; other individuals have strong preferences, but rather than wanting to rock a particular brand on the outside of their shirt, their bottle of spirits, or as a hood ornament, they're more oriented toward a brand because it fits them well, has consistent flavor, maybe even never needs more than routine maintenance.
Theology, philosophy, cultural anthropology – visual art and communication design – take sign and symbol very, very seriously. The Gospel of John is well-known for labeling Jesus' miraculous actions "signs." From John's gospel, we recognize Jesus as the Logos—the living Word of God.
Jesus asks us to love each other. And what happens when people observe us inside the church and from the church outside in the world? When we do love one another? No one will need to guess our brand identity. Everyone will know our love is a sign we follow Jesus. Amen? Amen!