![Workers started the process of installing the new heart emblem on their building in downtown Minneapolis, as part of the new branding campaign.. ] Thrivent brand changes beginning March 3, they are putting p a new large "heart" emblem on their building as part of the new branding campaign.. Thrivent has refreshed its brand to better express the story of the organization and to help more Christians feel welcome. This change is a natural next step following the membership vote to extend the common](https://arc.stimg.co/startribunemedia/7CQDENJ2VACQY2V6DYJZHTJNDY.jpg?&w=1080)
Workers installed Thrivent Financial's new heart emblem on its headquarters building in downtown Minneapolis on Thursday as part of the financial services firm's new branding campaign. Thrivent said it's refreshing its brand to better express its values and to help more Christians feel welcome. The not-for-profit membership organization voted last year to drop "for Lutherans" from its name. The organization wrestled for years with expanding its "common bond" membership from only Lutherans to respond to the reality that younger churchgoers are less bound to denominations than earlier generations. Thrivent began incorporating new brand elements, including a new logo and tagline, into signs, stationery and other materials earlier this month.
![Workers started the process of installing the new heart emblem on their building in downtown Minneapolis, as part of the new branding campaign.. ] Thrivent brand changes beginning March 3, they are putting p a new large "heart" emblem on their building as part of the new branding campaign.. Thrivent has refreshed its brand to better express the story of the organization and to help more Christians feel welcome. This change is a natural next step following the membership vote to extend the common](https://arc.stimg.co/startribunemedia/RVIOWLTKUVXRSIY5ATL36R4HUI.jpg?&w=1080)
