A new look for Forward in Christ, a redesigned Web site, and a new intro for WELS Connection—these are just a few things you’ll notice in the next few months as the new WELS identity, Christ’s Love, Our Calling, is introduced to the synod. According to Joel Hochmuth, director of communications, this initiative isn’t just about a new look; it’s how WELS is sharing its mission with the world.

“This new synod identity seeks to present our church body to our members and nonmembers in the most positive way possible,” he says.

The new identity is best summarized in the new synod logo, which carries the tagline Christ’s Love, Our Calling. “Together, a new tagline and logo will help us focus attention on who we are—God’s people through Christ’s love—and our mission, or calling,” says Hochmuth.

This initiative is the result of several meetings among synod administrators beginning in May 2008. “The meetings explored ways to address the perceptions that many inside and outside WELS hold of our church body,” says Hochmuth. “It was agreed that we must once again clearly articulate the tremendous blessings we enjoy as a synod and as individual Christians.”

WELS President Mark Schroeder, who was also part of those meetings, says the new identity is especially meaningful given the challenges currently facing the synod: “In times like this, we have to remind ourselves that no matter how things look around us, Christ’s love is all around us; it doesn’t change, and it doesn’t go away.”

That sentiment will be reflected in synodical publications and materials in upcoming months as they are redesigned, with the help of grant dollars, to include the new logo. Congregations are also encouraged to use the new logo, which was first introduced at the synod convention in July. For information about logo usage or how to download a copy, contact WELS Communication Services at csc@wels.net or 414-256-3210.

For more on the new synod identity, check out October’s WELS Connection.