In Christ, for the Church and the World

the lutheran church—missouri s ynod

An introduction to our new

structure and refreshed branding
INTRODUCTION
In July 2010, The Lutheran Church—Missouri
Synod adopted a number of resolutions that
reorganized the structure and governance of
our church body. Since that time, many
changes have taken place at the LCMS
International Center. Offices and departments
have been restructured, and our activities have
been unified.
Under the leadership of LCMS President
Rev. Dr. Matthew C. Harrison and his executive
team, we have worked prayerfully and diligently
to implement these changes. The underlying focus
of all our efforts has been to proclaim the Gospel
while being good stewards of our limited resources
and maintaining vital ministries.
Because of the historic and dramatic scope of
this reorganization, we have developed new ways
to communicate, which we believe will simplify
and clarify our depiction of the LCMS and what
we do. The Lutheran Church—Missouri Synod,
in marketing terminology, is refreshing its brand.
Much of our brand image – the shape of
the LCMS cross, our church body’s name –
will remain unchanged. However, we will be
using new communications strategies to help
draw members closer to our mission and to
expand the kingdom of God.
 As President Harrison pondered his new role
and the task of restructuring the national office,
he focused on the foundational principles that
A Message from define and direct the work of the church. Along
The Rev. Dr. Matthew C. Harrison with the members of his leadership team, he
President conceived a new expression and visual representa-
The Lutheran Church—Missouri Synod tion of the concept of Witness, Mercy, Life Together,
which would guide the work of the ministries of
“ ‘When James and Cephas and John, the LCMS corporate entity headquartered at the
who seemed to be pillars, perceived the
LCMS International Center.
grace that was given to me, they gave
the right hand of fellowship [koinonía;
LIFE TOGETHER] to Barnabas and me,
that we should go to the Gentiles and they
to the circumcised [martyría; WITNESS].
Only, they asked us to remember the
poor, the very thing I was eager to do
[diakonía; MERCY]’ (Gal. 2:9-10).

“Here three things come together: The

apostles carefully resolved the doctrinal
and practical challenges that always result
from taking the Gospel to new peoples –
for the sake of WITNESS to Jesus (Acts 15).
The apostles were deeply concerned that
the church be a focus of MERCY to those
suffering physical need.
Emphasis for the Church
“This WITNESS and MERCY were part
and parcel of the church’s very life – yes, These phrases – Witness, Mercy, Life Together –
its LIFE TOGETHER. This is the threefold illustrate how the church lives and works together
key to the future of The Lutheran Church— to proclaim the Gospel and to provide for our
Missouri Synod.” brothers and sisters in Christ in our congregations,
communities and throughout the world. In all we
– The Rev. Dr. Matthew C. Harrison do, Christ is at the center, leading us, sustaining
Witness, Mercy, Life Together Bible Study us, keeping us focused on our mission. This will
never change. However, the manner in which
this message is expressed is changing.

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Witness, Mercy, Life Together From the Gospels, we see that Jesus’ work is to bear
witness, to show mercy and to share His divine life
together with His people. In a similar way, the
Church, as the Bride of Christ, engages in
WITNESS, MERCY, LIFE TOGETHER.

– The Rev. Dr. Albert B. Collver III

Witness, Mercy, Life Together Bible Study

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A s t r e a m l i n e d STRUCTURE
Today, our programmatic ministries are
organized under the Office of International
Mission and the Office of National Mission.
These ministries include global mission
outreach, planting new churches, providing
theological education, supporting church
partners, global disaster response, caring
for those in need, networking partners
worldwide, upholding life, Christ-centered
worship, strengthening youth and families,
providing Lutheran education, revitalizing
congregations and equipping for godly
stewardship.
Our Pastoral Education department
fosters the very best initial and continuing
pastoral formation from pre-seminary to
post-seminary pastoral education. And
our Communications and Mission
Advancement departments support the
work of all of these ministries. Also,
departments such as Human Resources,
Information Technology and other service
units support the employees of the LCMS
International Center and the work they
do on behalf of the church.
We no longer operate with disparate boards
and disconnected operations. As such, former
ministry names such as LCMS World Mission
and LCMS World Relief and Human Care
eventually will no longer be used. But, be
assured: The mission-critical work of these
ministries will continue under the Office
of International Mission and Office of
National Mission.
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How does this affect districts,
circuits and congregations?
One important goal of reorganization has been
to bring the support, services and opportunities
for people to participate closer to congregations.
The first step is to help pastors, congregational
leaders, teachers and church workers understand
how the ministries and programs headquartered
at the LCMS International Center have been
reorganized – and how they can learn more.
Programmatic ministries of the
LCMS corporate entity
Office of International Mission
– Foreign missionary placement and support
– International disaster response
and human care
– International schools establishment
and support
– Liaison to LCMS seminaries,
colleges and universities
– Ministry to the Armed Forces
– Partner church support
and encouragement
Office of National Mission
– Church planting and revitalization
– Domestic disaster response and human care
– Evangelism
– School ministry and accreditation
– Stewardship
– Youth ministry
Pastoral Education
Communications
Mission Advancement
To connect to these offices and departments,
please call 888-THE LCMS (843-5267) or write
to infocenter@lcms.org.
Our updated logo
Over time the LCMS cross and nameplate
has gained widespread familiarity. It is used
not only by the LCMS International Center
ministry and service departments, but by
districts, congregations, schools and service
organizations across the country.
To more clearly communicate the
Witness, Mercy, Life Together emphasis and
the changes that have taken place among the
ministries of the LCMS, and to provide more
options for other programs of the church
to use a complementary cross logo in their
communications, new applications of the
LCMS cross and the church body’s signature,
as well as an expanded color palette, are
being introduced in spring 2012.
Can I continue to use the
logo cross in burgundy?
The answer is absolutely. Companies and
organizations often review their brand marks to
evaluate their effectiveness in representing their
mission, keep pace with communications strategies,
and build stronger and more memorable images for
their audiences. By widening the color palette for
the LCMS logo cross, but not changing the shape
or meaning of the design, we can meet the need for
more flexibility in international, national, district
and congregational communications. Beginning
in spring 2012, as resources allow, the LCMS logo
cross in blue will begin replacing the burgundy
cross on official LCMS communications. External
organizations that are licensed to use the LCMS
logo cross, such as member congregations, schools
and certain LCMS agencies, may continue to
use the burgundy cross as long as they wish.
W ITNESS , MERCY ,
The Witness, Mercy, Life Together emphasis
developed as a way to focus the restructuring
of The Lutheran Church—Missouri Synod.
The work is taking place in such a way
that the church at the LCMS International
Center, in district offices, and in member
congregations and schools, engages in the
work Christ has given us to do. To this end,
the Witness, Mercy, Life Together logo
and theme will help organize and
communicate what we do.
Where the Holy Trinity is present and
received in faith, there cannot but be
witness (martyría), mercy (diakonía), and
life together (koinonía). These three reflect
God’s very being as Creator, Redeemer,
and Sanctifier and encompass His holy
and gracious will for all in Christ Jesus.
– The Rev. Dr. Matthew C. Harrison
Witness, Mercy, Life Together Bible Study
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LI F E TO G ETHER
A fresh approach
Effective communications are clear, concise,
memorable and persuasive. Our approach
to branding for The Lutheran Church—Missouri
Synod seeks to accomplish all of this. A review of
existing communications materials and a survey of
leaders and members of congregations indicate
high levels of confusion and message gaps in
our communications. Over time, many ministries
have created their own names and logos. Some
ministries duplicated efforts and promoted causes
independently, which resulted in further confusion.
Our fresh approach unifies the LCMS national
and international ministries under three banners:
Witness, Mercy, Life Together. Surely, ministries have
a vision and even specific goals that may reflect
more than one of these areas of emphasis. Still,
our new communications style will present
the ministries under the primary areas of
their mission focus.
In Christ, for the Church and the World
Witness, Mercy, Life Together branding What about particular ministries?

When speaking specifically about Office of Branding should never homogenize

International Mission or Office of National communications to the point that everything
Mission ministries, activities or events, a red, looks the same. There should be a fresh look
purple or green color treatment may be used and individual personality in communications.
for the LCMS cross logo. When the cross Youth ministry should look young and energized;
takes on the color of a particular focus of the relief ministry efforts should feel compassionate
emphasis, the accompanying brand statement and personal; Armed Forces ministry should
and supporting graphics for the respective represent the honor and strength of the people
focus of the emphasis may be used. it serves. In short, there will continue to be a
variety of visual communications appropriate
to particular audiences and their mission.

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To learn more, visit www.lcms.org/brand.

w a l k i n g t o g e t h e r A d d i t i o n a l c o n t a c t s

In 2011, The Lutheran Church—Missouri Synod Synodwide Entities

celebrated the bicentennial of the birth of the
Rev. Dr. C.F.W. Walther, a founding father and Concordia Historical Institute
the first president of the LCMS. As we reflect on 314-505-7900
the milestone anniversary of the birth of the man www.lutheranhistory.org
known as the “father of the Missouri Synod,” and
as we strive to accomplish the goals of a historic Concordia Plan Services
restructuring of our beloved Synod, it is appropriate 888-927-7526
that we make every effort to support this work www.concordiaplans.org
with a stronger communication platform that
clarifies how we go about our witness and mercy Concordia Publishing House
work as we live out our life together as the body of 800-325-3040
Christ. Regardless of the names or images used to www.cph.org
describe this work, the church continues to carry
out mission and ministry in the name and with Concordia University System
the blessing of our Lord and Savior, Jesus Christ. 314-996-1252
www.lcms.org/universities

LCMS Foundation
800-325-7912
www.lcmsfoundation.org

Lutheran Church Extension Fund

800-843-5233
www.lcef.org

Synod Auxiliaries

International Lutheran Laymen’s League

(Lutheran Hour Ministries)
800-944-3450
www.lhm.org

Lutheran Women’s Missionary League

800-252-5965
www.lwml.org

See The Lutheran Annual for a listing

of other Synod agencies.
1333 S. Kirkwood Road
St. Louis, MO 63122-7295
888-THE LCMS (843-5267)
www.lcms.org