Friday, March 7, 2014
Thrivent Financial for Anyone with Money
The updated logo also simplifies what was a twisting heart-shaped symbol to more clearly depict a red heart with a cross in it. The new tagline: “Connecting faith & finances for good.”
“Updating our brand to make Christians feel welcome while honoring our past and the Lutheran families we have served for more than a century was something we gave a lot of thought to,” Thrivent’s vice president of membership marketing, Marie Uhrich, said in a news release. (From the Star Tribute)
So apparently the official name cannot change (for Lutherans is something they are stuck with for now) but the old logo is not the only thing to change. Where values thrive has been replaced simply Connecting Faith and Finances for Good. Hmmmm. It is generic, to be sure. It is designed to offend no one except someone who perhaps takes faith seriously enough to believe in the protection of life at all stages, especially the unborn, which, in case Thrivent has forgotten it, comprises the overwhelming majority of Christians. Perhaps they are targeting only liberal Christians who believe that abortion is a good thing or at least nothing bad enough to get all upset about...
I wonder if the folks in Appleton and Minneapolis really believe that they are honoring those who first put together a fraternal benefit society for Lutherans (then mostly for life insurance)... The lies we tell ourselves are the most dangerous.