Today more than ever before, we live in a media-obsessed world. People instantaneously identify an organization from a logo or a slogan to represent what the organization is about. To retain and develop a logo or a slogan to communicate effectively is necessary and a valuable asset to the organization.
For the past few years, the Office of the General Secretary has tried to rename itself by using its legal name of “American Baptist Churches, USA.” However, for the past 40 years, “American Baptist Churches, USA” has been understood to mean everything American Baptist as well as a connecting reference for any organization related to the ABC-USA denomination. Therefore, when the Office of the General Secretary began using “American Baptist Churches, USA” in place of “Office of the General Secretary,” we created confusion that has remained today.
Furthermore, while the logo, “Serving as the Hands and Feet of Christ” provided a timely reaffirmation of the denomination to be disciples of Jesus Christ today; the new logo has created a conflict with the historic ABC logo of the cross and the globe. Currently, churches and regional organizations are unsure which logo is the official one to use.
In the work of the BGM Executive Committee, we have had some focused discussions on the importance of marketing our identity particularly in relationship with other ABC-related partners. How do we distinguish ourselves from others? The Executive Committee proposes that we reclaim both the “Office of the General Secretary” as well as the historic cross and globe logo as the official name and symbol of who we are.
We propose that we immediately begin to use: “American Baptist Churches, USA (Office of the General Secretary)” in all of our references. And while the “Serving as the Hands and Feet of Christ” logo may be the current focus of American Baptist Churches, USA (Office of the General Secretary) at this season of time, all occasions when an official logo of the denomination is used, it should be the historic cross and the globe.
Don Ng, 3/14/2015