Fraternal Programs > Visibility Toolkit > Obtaining and Using Our Logo
Obtaining and Using Our Logo

McDonald’s. Nike. Coca-Cola. When we hear any of those words an image pops into our heads. One reason is because they use their names and their logos consistently.

While the Thrivent Financial brand stands for something different, it’s just as important to us that we use our name and our logo consistently. Otherwise, people won’t know who we are, and without that recognition, we won’t be able to accomplish as much as we do in giving back to our congregations and communities through active volunteers like you. Please help us build our recognition by following these guidelines.

Logo Guidelines
The Thrivent Financial for Lutherans brand depends on presenting a consistent and unified image. The logo guidelines have been developed to help ensure the integrity of our brand:

• Chapters and/or chapter service teams cannot develop their own logos or visual identities, or their own mottoes, slogans or taglines.

• Do not download Thrivent Financial’s logo from Thrivent Financial’s Web site. You must seek permission to use the logo each time it is needed. You’ll be assured an accurate and clear version of the logo by completing and submitting the Logo Request Form.

• Do not add any graphic elements to the logo (such as an underline).

Simply put, the corporate logo is not always required
Did you know that the Thrivent Financial for Lutherans corporate logo is not required for all visibility materials? In fact, you may already be creating newspaper ads and posters without the logo for many of your events. That’s fine. Please make sure you do use our correct and complete name, Thrivent Financial for Lutherans, on these pieces (or just Thrivent Financial if space is extremely limited).

Operational and training materials you create for internal use among chapter leaders or at your meetings do not require the logo.

If the corporate logo is required, submit the request using the Logo Request Form. The corporate office will provide logo art files and review final art to ensure accuracy. You must obtain corporate permission to use the logo and request the proper art files each time you use the logo.

You must obtain corporate permission to use the logo and request the proper art files each time you need it. For example, you may need to place the logo on the following types of items to show that Thrivent Financial is a local supporter or sponsor:

• Program	• Banner
• Ad	• Web site
• T-shirt	• Sign

Chapter Terminology Guidelines
There’s another way we can show our unity, and that’s by ensuring that we describe ourselves the same way. Whether you’re in Arizona, Pennsylvania, or somewhere in between it’s important people know we are all Thrivent Financial for Lutherans. These guidelines will help you do just that:

• Refer to the organization as "Thrivent Financial for Lutherans" on written pieces ("Thrivent Financial" on second reference), not "Thrivent" or "TFFL."

• Do not directly precede the word "Chapter" with the word "Financial" as in "Thrivent Financial Chapter." An acceptable alternative would be "Thrivent chapter," as in "Four Thrivent chapters will work together." However, this alternative should be avoided, if possible.

• When referring to your chapter, the preferred method is "[your chapter name] of Thrivent Financial for Lutherans."

For more information Logo requests—Submit your request using the Logo Request Form.   Branded materials—These materials can be ordered online by visiting The Store, as well as by chapter leaders through the chapter personal imprint area of Order Chapter Supplies in the Chapter Leadership Administration section Members/Chapters at www.Thrivent.com.

The nuts and bolts: What should you call...?   •   The organization: Thrivent Financial for Lutherans on first reference. Thrivent Financial okay on subsequent references.   •   Your Chapter: [Chapter Name] Chapter of Thrivent Financial for Lutherans, for example, the Dane County Chapter of Thrivent Financial for Lutherans   •   Your service team: You can say members of the [Chapter Name] Chapter of Thrivent Financial for Lutherans. See examples of inappropriate uses of our name.

Proceed with care: Consider confidentiality of recipients! Recipients must complete a Permission to Disclose Information form, granting Thrivent Financial permission to use, disclose and publish their name and other pertinent information for planning, conducting, advertising and communicating the results of a fund-raising activity. Access this form from the Forms page on thrivent.com (www.thrivent.com > Members/Chapters > Volunteer Resources > Forms). If the recipient is a qualified not-for-profit organization, the form does not require a signature, unless a volunteer or employee’s name or likeness is published.