Kirk sacks design firm hired to revamp its historic logo

Published on Tuesday 1 December 2009 21:59

THE Church of Scotland has sacked a design agency after it revealed details of a potentially controversial reworking of a Kirk logo that dates back to the 1930s.

• The Church of Scotland's General Assembly in Edinburgh. Hookson's description of its contract, to a trade magazine, angered Kirk officials. Picture: Jayne Emsley

The logo – a red burning bush emblazoned on a saltire – is one of the abiding symbols of the Kirk, based on the Church's original 17th-century emblem. Used widely on official documents, it is associated globally with the Church of Scotland.

The Church hired Edinburgh firm Hookson for a recasting of the design. But when the company boasted of the deal in industry magazine The Drum last week, under the headline "Hookson takes on three new projects including Church of Scotland brand", it prompted anger among Kirk officials, who said that not only had they not given permission for any announcement, but also that the nature of the work had been misrepresented.

The Drum report said "the Church of Scotland will see its existing brand identity developed by Hookson, which will also create an associated set of brand guidelines".

Arriving at the Church's headquarters in George Street, Edinburgh, yesterday, ostensibly to discuss the new work, the firm's representatives were instead informed they had been fired.

The Kirk's actions demonstrate the potential sensitivity of redesigning the emblem, as well as possible controversy over spending money on rebranding at a time when funds are tight.

A Kirk spokesman confirmed it was "no longer working with Hookson". He said: "The Church of Scotland was in discussions with Hookson about making minor changes to the existing logo and helping to produce a set of guidelines for its use. This was a small project.

"Before any work had been presented to the Church, Hookson issued a press release, without the knowledge of the Church, which is misleading as to the type of work being done and is in breach of the standard obligation of confidentiality contained in Hookson's own terms of business."

It is understood the company – which also carries out branding work for Royal Bank of Scotland and Caithness Glass – had won the contract through a competitive tender process and was paid an unspecified amount up front.

One of the primary reasons for the changes was to create an image that could be used on the Kirk's redesigned website, due to be launched next year. However, Hookson was not given the opportunity to show the completed work to Kirk officials.

Hookson's managing director, Bryan Hook, issued an apology, saying: "On 29 November, Hookson issued a news release entitled 'Hookson celebrate a trio of account wins'. In this release, we stated we were working with the Church of Scotland, without confirming with them first if they were happy for these details to be released. For this, we would like to apologise and we are sorry for any inconvenience caused."

Mr Hook said despite having its contract terminated before completion, the company had been paid in full for the work done.

The Kirk refused to confirm whether it would be using any of the project, the amount it had paid or whether it would be seeking a refund of the money.

SYMBOL OF CHURCH'S ABILITY TO SURVIVE

THE origins of the Kirk's symbol of a burning bush date back to the emergence of the Church of Scotland during the 17th century.

There is no record indicating that any General Assembly of the Church ever expressly adopted the use of the burning bush symbol in any shape or form, but the emblem first appeared in 1691.

The printer of The Principal Acts of the General Assembly, George Mossman, under his own initiative, introduced a title page that year which carried a representation of the burning bush. It was accompanied by the Latin words "Nec Tamen Consumebatur", which translates loosely as "It was not, however, consumed".

The wording refers to the incident in the Book of Exodus in the Bible, when Moses encountered the burning bush – no matter how much it burned, it was never consumed by the flames. This is seen as a reference to the Kirk's ability to survive and persist even in hostile times.

It was not until 1958 that the emblem was registered officially with the Lord Lyon King of Arms, which meant for the first time the burning bush became the official mark of the Kirk.

The image of the burning bush has been used by many other Presbyterian churches, and though using a different Latin motto, often refers to the same sentiments of burning without being consumed.

The logo at the heart of the current controversy first appeared in the 1930s and was based on a design by Sir DY Cameron.