By Bob Terry
This week The Alabama Baptist proudly unveils a new logo. For almost 20 years the symbol of the state Baptist paper has been a stained glass window with a cross in its center. Beginning today, the emblem changes to a cross outlined by people reaching with outstretched arms to the world.
The difference may be subtle but it is significant. Many saw the stained glass window as an indication the state Baptist paper was only for church officials. There is no mistaking the new logo emphasizes people. The Alabama Baptist is for all Baptists — not just pastors and denominational officials.
The three descriptive words used with the logo — Informing, Inspiring, Connecting — make that point. The Alabama Baptist informs for understanding and perspective. It inspires for personal Christian growth. It connects Baptists for missions and ministry.
These are important contributions the ministry offers to every believer.
The cross is still the focal point of the new logo just as the message of Jesus paying the price for the sins of all who will believe on His name is the center of the Christian gospel. Without God acting to reconcile the world to Himself through the cross there would be no Christian faith, no Church, no Baptists, no state Baptist paper.
Center of our proclamation
We are a people of the cross and the cross is the center of our proclamation.
Jesus died for people. That is why the new logo is formed by people. The Bible says the gospel is for “every nation, tribe, people and language” (Rev. 7:9). That truth is symbolized by people of different colors and different shapes.
God’s love is not determined by race or gender. It is not limited by geography or status. God’s love is for all and so is the ministry of The Alabama Baptist.
Outstretched arms of those gathered around the cross could indicate the joy and celebration of those who have passed from spiritual death to spiritual life through faith in Jesus Christ. Certainly life is transformed when one accepts Jesus as personal Savior.
Notice also the arms are stretched outward. Those who have been changed by the message of the cross have been commissioned to share that message with others. The cross does not turn believers inward. It propels them toward a world needing the message of Christ.
Thus the arms of those gathered around the cross are stretched outward as if inviting others to join them at the cross.
Graphically the new symbol dramatizes the publication’s three descriptive words — Inform. Inspire. Connect. From the center of the symbol, referred to in design circles as a “mark,” flows the information — the story of the cross. Inspiration is suggested by the outstretched hand of those transformed by the cross. Connecting is implied by the focus of the people outward in missions and ministry to those who need the gospel.
The second element of the logo is the large initials TAB. For generations Alabama Baptists have found the name “The Alabama Baptist” cumbersome. Some refer to the state Baptist paper as “The Baptist.” Others simply say “Alabama Baptist.” The problem has only been exaggerated by living in a culture where communication happens in short texts and tweets.
The new logo offers the acrostic TAB. While TAB abbreviates the paper’s name, it also is descriptive of the ministry. TAB can represent some of the core values adopted by The Alabama Baptist board of directors in 2001.
TAB could also be an acrostic for truth, accuracy and balance, essential traits of a trusting relationship between this ministry of communications and Alabama Baptists whom it has served since 1843.
The foundation for both the new graphic mark and the TAB abbreviation is the historic name of this ministry — The Alabama Baptist.
Each word is important. The cross is the symbol of the Christian faith and this ministry is a part of that faith. However, this ministry focuses on that part of the Christian family known as Baptists. We embrace a particular history, a certain understanding of theology, a particular teaching of church polity and how to do church.
While the ministry celebrates all in the family of God, our daily fellowship is with those brothers and sisters called Baptists.
Baptists are a worldwide body numbering about 43 million baptized believers. TAB shares information about Baptists around the world but our emphasis is on what God is doing among and through Baptists in Alabama. That is why the paper devotes more than 70 percent of its news and editorial space on average to Alabama Baptist-related stories.
Even the word “The” is important. This ministry began at the behest of the Alabama Baptist State Convention (ABSC). Since 1843 the publication has had an official working relationship with the state convention. In 1918 the state convention purchased the ministry and took possession the first week of January 1919.
Today the paper is owned and operated by a board of directors elected by ABSC. Through that board of directors, the ministry is held accountable to accomplish the purposes for which the convention provides financial support through the Cooperative Program.
The Alabama Baptist is not a private ministry. It is a fostered entity of ABSC.
All three parts — the mark, the acrostic and the historic name — make up the new logo. They are a mixture of modern and traditional designed to appeal to all ages.
The type is a historic style emphasizing the heritage, strength and value of this ministry for almost 175 years.
Changeover process
The new logo and its various parts begin appearing today. It will take some time for a complete changeover. The last item to make the switch will likely be TAB’s website which is in the process of a complete makeover. A change in the front-page design of the weekly publication also is anticipated.
The new logo is only one part of the ongoing evolution of this ministry as we attempt to share the message of the cross and what God is doing among and through Alabama Baptists. We are grateful to minister to Baptists in Alabama, in all 50 states and to readers in more than 125 nations around the world.
Please pray for The Alabama Baptist and all of us privileged to serve in this important and historic ministry.
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