News

GBOD Launches New Logo to Reflect New Vision

(February 6, 2007, GBOD) -- GBOD, which has entered its 35th year of offering ground-breaking resources for church leaders, today introduced a new logo and themeline to reflect its new vision and to promote a consistent image.

The new logo and bold slogan of “Equipping World-Changing Disciples” drives home the United Methodist agency’s strategic direction of becoming more customer-focused.

“For 35 years, GBOD has continually worked to discover fresh approaches to equip disciples in today’s world. Until now, we have largely focused on our products. While the need continues for the very best resources, a product focus is having less impact on a changing church,” said the Rev. Karen Greenwaldt, top executive for GBOD.

“Our focus is changing to building and strengthening relationships, which increases the quality of the resources we offer and creates innovative partnerships for making world-changing disciples,” Greenwaldt said.

GBOD believes the new brand will strengthen the agency’s ability to speak with one voice as it shares its vision, mission, and core values.

Central to GBOD’s purpose is the critical biblical mandate of forming disciples of Jesus Christ for the transformation of the world.

The agency is streamlining its name by replacing The General Board of Discipleship with GBOD, and adding the themeline, “Equipping World-Changing Disciples.”

“Most of those we serve already call us GBOD,” said Bishop Mike Coyner, president of the Board of Directors. “So using the acronym is familiar to them. Customer research told us that those who don’t yet know our work were confused by the old name; many thought it was the name of a committee. We’re excited because this new look reflects our strategic direction,” the bishop said.

The logo, approved by the board at its October 2006 meeting, is bold, clear, and reflects the feel of The United Methodist Church.

The logo is especially important as GBOD readies, beginning in 2007, to launch several new strategic initiatives, including Discipleship University and an emphasis on launching new churches.

“’Equipping world-changing disciples' embodies who we are and what we do,” says Steve Horswill-Johnston, director of communications and brand strategy.

“In our collective work, we equip leaders and church members to be world-changers. The power of our brand is enhanced by this themeline,” he said.

The new brand elements consist of the logo, themeline, and typefaces—all uniquely designed to create a distinct and compelling personality for GBOD.

The new brand replaces the former logo used since the 1980’s, which consisted of the name “General Board of Discipleship” with the Ithicus fish symbol centered underneath.

“The old logo served us well for over 20 years, but the fish was too similar to other marks to allow it to be properly registered and protected, Horswill-Johnston said. “Updating the look helped us reflect our new direction and better connect with those we serve.” While GBOD will become the name that faces toward its audience, the General Board of Discipleship will remain the name used in The United Methodist Book of Discipline.

“I'm excited that over the years to come, the new identity will feel like ‘home’ and we'll enjoy the new energy it brings to our work. It will help the church see our work as a collective whole,” Horswill-Johnston said.

GBOD’s mission is to support annual conference and local church leaders for their task of equipping world-changing disciples. An agency of The United Methodist Church, GBOD is located at 1908 Grand Ave. in Nashville, Tenn. For more information, call the Media Relations Office, toll free at (877) 899-2780, ext. 7017.

This article was written by Jeanette Pinkston, Media Relations Director for the General Board of Discipleship.