New address: 24 Farnsworth Street, Boston, MA 02210-1409.
February 14, 2014
Dear Friends,The Unitarian Universalist Association (UUA) is making changes—changes to where we do our work, how we do our work, and how we tell the story of our Unitarian Universalist movement to the wider world.
The dramatic shifts in today’s religious landscape demanded that UUA leadership take an in-depth look at our strategic communications and how effectively our voice is breaking through the competing noise of our high-tech society. We examined our core values, our unique personality as a faith, and the impact Unitarian Universalists hope to make in the world. We asked UUs from across the country, of all ages with various levels of involvement in our faith, to answer three questions: Who are we? What do we do? And why it matters? From these conversations, and more, we began to form our brand identity for the future of our religious movement.
We engaged a top-notch branding agency to help us synthesize this information and explore ways to tell our story with more clarity and effectiveness. This is important for each of us, and it’s crucial in our efforts to reach out to others who share our values. Today, I am excited to share with you one of the tools in an ongoing process of improved communication strategies, the Unitarian Universalist Association’s new logo.
Our new logo, for many, will be the first introduction to who we are. It’s meant to entice a person to learn more. And it’s doing just that. Our random testing groups of UUs and non-UUs described emotions and images evoked by this logo with words such as brave, enlightening, warm, spiritual, energizing, having integrity, welcoming and determined. Our logo is the first innovation among many that the UUA plans to implement to better tell our story. Learn more about this process.
You will be seeing this new logo, and more components of our brand identity, being implemented across all UUA communication channels over the next few months. And many of these changes will be featured at our General Assembly in Providence, RI, this June.
We look forward to conversations with you, in congregations, districts, regions, and affiliated organizations, about your own brand identity and how it fits into the new direction of the UUA. This is the beginning of a transformative journey to tell the story of Unitarian Universalism and inspire individuals to join that journey.
Rev. Peter Morales
President, Unitarian Universalist Association
P.S. Read the UU World feature article about UUA branding.
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Last updated on Tuesday, April 29, 2014.
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