Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo for Unitarian Universalist Association by Proverb



Noted Feb. 21, 2014 by Armin

Industry / Religion Tags /


(Est. 1961) “Unitarian Universalism combines two religious traditions: Universalism, formed in 1793, and Unitarianism, formed in 1825. These two groups merged in 1961 to form the UUA. The Unitarian Universalist Association (UUA) is comprised of more than 1,000 member congregations. Unitarian Universalism is a liberal religion with Jewish-Christian roots. It has no creed. It affirms the worth of human beings, advocates freedom of belief and the search for advancing truth, and tries to provide a warm, open, supportive community for people who believe that ethical living is the supreme witness of religion.”

Design by

Proverb (Boston, MA)

Related links

UUA press release
The UUA Brand Story

Relevant quote
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. […] 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.

UUA press release

Images (opinion after)
New Logo for Unitarian Universalist Association by Proverb
Detail of the Chalice, which can be used by any of UUA’s member organizations.

As far as chalices go, the new logo seems to be the least chalice-y option available. Yes, it's in the shape of the part where the liquid goes but it's more "U" than anything else. It's nice enough although I don't know about all of y'all but the new one feels more cultish or evil than the previous one.

Thanks to Everett Keyser for the tip.

Your opinion…

On Execution

See what else happened on Brand New each year since publication began in 2006


Share ›

Spotted Around the web

New Logo for HostGator

New Logo for HostGator
Spotted Sep. 12, 2019

Pinned Recent, Big Stories

Curated Agents of Shield