The biggest complaint I’ve heard about the new UUA logo isn’t that it looks like <fill in the blank with whatever you’re projecting on to it>, it’s the cost that goes into branding.  Because that money could best be spent on <fill in the blank with whatever your pet peeve/cause is>.

Look, we all have different ideas of where the money should best be spent.  And it’s easy to say we should be spending that money on, let’s say, feeding x number of hungry people.  But the same could be said for staff salaries, seminary scholarships, and anything else that costs money.

There are folks who are saying we need a mission first or a common theology first.  Ok.  You go do that then.  The staff power that went into making this logo is not the same staff power that would be making a mission and theology.  And, let’s be honest here, if the UUA put out a unifying mission and theology, everyone would universally loathe it because it came from the top down, and/or didn’t match with what you thought it should be.

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Yes, I can nitpick about what it looks like, sure.  (I think it kinda looks like a tongue.  And I like the gradient and I really like the font.)  But that’s also the easy way out.  Because how are we trying to push our own personal and congregational brand in our local communities?  The time we spend venting about the UUA branding and how we don’t like it – how was that time spent bring UUism into your local community, through personal and congregational evangelism?  This is just as valid as the question of how the money the UUA is spending on this branding process could be spend elsewhere.

I’m all for the UUA spending time and money on branding and a logo.  It’s desperately needed, especially in our social media age.  I say go forth and ignore the haters UUA and keep doing what you should be doing.