As it turns out, quite a bit
Welcome to the first edition of Catholic Charities of Kansas City-St. Joseph e-mail newsletter. You are receiving this inaugural issue because you are a friend and supporter of Catholic Charities. And, as a friend, we have much to share with you.
To begin, you’ll notice we are donning a fresh, new logo. Thirty years ago, Catholic Charities of Kansas City-St. Joseph adopted the logo offered by Catholic Charities USA, located in Washington D.C., consisting of a cross and steeple.
Subsequently, the cross and steeple were also adopted by many of the 164 Catholic Charities nationwide. Because of this widespread use, confusion crept in and people began to question exactly who was performing what activity. After a few years of uncertainty, some locations began developing their own mark to distinguish themselves. To this day, 18 out of the top 20 most profitable Catholic Charities in the United States have their own differentiated brand logo.
When Catholic Charities of Kansas City-St. Joseph hired Chris Ice as its new chief executive officer, his intent was to do just that, create a new visual mark, capturing the uniqueness of Kansas City-St. Joseph, tapping its rich history, while also displaying the organization’s intimate ties and devotion to the diocese. After a long, strategic process, a new logo was born:
The new logo depicts our unity as a diocese and features the cityscapes of both Kansas City and St. Joseph.
Accompanying the logo is also a powerful, new tagline – To Serve & To Lift.
This tagline encapsulates exactly how Catholic Charities of Kansas City-St. Joseph interfaces with clients and differs from all other charitable organizations.
First, we serve our clients’ immediate needs, relieving their anxieties and removing their burdens, while simultaneously seeking to lift them to the dignity of self-reliance.
The “&” sign indicates a continual act. We serve and we lift clients simultaneously.
Why is this important? Because charitable organizations who perform certain aspects of our work (providing food, clothing, housing, comfort, etc.) are numerous. But, because we are Catholic Charities, we follow the social teaching of the Catholic Church, committed to the integral development of the human person and not solely meeting immediate needs. It is the act of reminding people of their infinite dignity, being made in the image and likeness of God and helping them strive toward self-reliance. To Serve & To Lift is a simplified lexicon which seeks to overcome the cold, governmental, institutional language often miring non-profits.
Kevin Murphy, Executive Director, Marketing and Communications