by Dan Ruth
Today we are officially announcing our new logo and tagline, “Sustainable Development. Lasting Promise.”
In conversations with many LWR supporters, we’ve heard that LWR looked a little “behind the times,” and that a new look — one that could appeal to a wide variety of audiences — would help us spread our message and engage more people in our important work. We want to share LWR’s ministry with more people like you, and this new look will help us do just that.
But even more importantly than the updated look, we feel like the logo and tagline better reflect who we are as an organization.
Part of our name is the word “relief.” Throughout LWR’s history, we have provided the highest quality emergency relief services to people around the world. Whether it’s the flooding in Pakistan, the earthquake in Haiti, or the tsunami in Asia, Lutheran World Relief continues to respond to disasters with the utmost quality and care.
At the same time, emergency relief is only part of our work. Our new tagline begins with “Sustainable Development.” Part of what makes LWR such a great organization is that it doesn’t just provide immediate relief with no long-term commitment. The majority of LWR’s work is sustainable development. We set up projects in communities that help those communities help themselves. We are committed to making long-lasting impact in communities around the world. We make a “lasting promise” to do whatever it takes to help people get out of the cycles of poverty. Our new tagline reflects that commitment.
Another part of our name is “Lutheran.” If we take that name seriously, there is nothing more Lutheran than “lasting promise.” Our very Confessions state,
“…what has been given us is the promise of the forgiveness of sins and justification on account of Christ…. This promise is not conditional upon our merits; it freely offers the forgiveness of sins and justification.” (The Apology of the Augsburg Confession, Article IV, 40-41)
“… good works follow from true faith (when it is not a dead faith but a living faith), as certainly and without doubt as fruit from a good tree.” (Formula of Concord, Epitome, Article IV, 6)
Everything we do is in response to God’s lasting promise. “We love because God first loved us,” (1 John 4:19). At LWR, we take that promise seriously. Our high efficiency ratio (the percent of every dollar that goes directly to programming), our commitment to the highest quality development work and our vision that “each person, every community, and all generations live in justice, dignity, and peace,” flow directly out of God’s promise to us.
We promise to people and communities around the world that we won’t abandon them. We hope that our new logo and tagline reflects our commitment — our promise.
The launch of this new look is starting with a new logo and tagline on LWR’s printed materials and electronic communications. You won’t see the new look on our website just yet. But in the coming months, we also will roll out a new and improved lwr.org. Download the new logo here.
And please let us know what you think. Do you like the new logo and tagline? Leave your comments below.