This is a short post with my fairly unrefined thoughts on the new UA Logo.
Firstly, it is the corporate logo of the national organization. I like it less than the current logo, which I like less than the previous one. It feels like we are visually moving further from the Universalists, which is where our core message is these days. I do appreciate that it looks less… forced than the last logo, which seemed like someone was told to take the Flaming Chalice and Circles and make it look “clean”. It wasn’t at all inspiring to me. This one isn’t either, but it at least looks like this was designed from the start to look like a logo, rather than taking the existing image and making it look corporate. It isn’t moving, but it is eye-catching.
I wish it looked more like a chalice (I see a torch) and the circle was our nod to the Universalists old image, and I will miss it. I do like the font, and I like it in red, though I am not sure how I feel about the fading color gradient. It was pointed out, and I cannot now ignore, that it looks rather like a tongue.
There has been much made that this is just the first release in a wave of new outreach. We are targeting the millennial generation and those who have never been part of a religion before, to tell them how we are different. That is a good thing. They need to be told, and I’ve devoted a LOT of my time over the last few years to trying to get the word out. I am eager to see what else they have planned. I hope it is more inspiring than this image is.
Finally, though, I worry about the text. Not the font, but the actual words. It says “Unitarian Universalist Association” down at the bottom. That, to me, misses the mark in one very real way, and one that is complete fantasy. First, the organization that this new image represents is the Unitarian Universalist Association of Congregations. That last part matters. The UUA is not the leading end of Unitarian Universalism. Our religion starts in the hearts of the individual, is shaped in the congregations, is mobilized by the covenant between the congregations, and the UUA is there to moderate that covenant. Without those two final words, we miss the chance to tell people that their involvement at the congregational level is the driving force behind Unitarian Universalism. We miss the chance to make it clear that our congregations each have their own way of doing worship, and just because you didn’t like one 5 years ago shouldn’t stop you from visiting another, or even the same one again, because they are each empowered to find their own tone and tempo, and to change it as needed.
The other thing that I wish they had spent energy and money on, which they have no real power to do (as outlined in the last thought) is to look at the real hurdle we face in communicating who we are. The real albatross is that name; those two long, technical sounding, non-descriptive words. What does “Unitarian Universalist” mean to us at this point? We need to either take the time to define that term, or to come up with a new name that can mean something to the movement we’ve become. It may take some time before we can find words that fit well enough to please people, but maybe that would have been a better use of resources if our goal is being approachable and inviting.