McDonald's. Nike. Coca-Cola. Target. When we hear any of those words an image pops into our heads. These are strong brands because they create a feeling, an image in our minds. Think of it as an equation: one part is the 'symbol'—the logo, the name, the color. The other part is how that makes the consumer feel.

The Thrivent Financial logo and name are valuable brand assets. We all contribute to how people feel when they see or hear the Thrivent Financial name, and we can control how they see our brand. When our name and logo are used consistently, correctly and according to brand standards, awareness and recognition of our brand increases.

Correct use of our name and logo also is necessary to protect the integrity of and investment in our registered marks and corporate brand. Because of the value a brand represents to an organization, strict control of the name and logo is standard practice for most organizations. As with anything of value, brand, logos and trademarks need to be protected.

Logo Use Policy
To ensure brand accuracy and to protect our trademarks:

• All corporate employees, our Thrivent Financial representatives, members and others must obtain corporate approval for every new situation requiring our logo.
• All corporate employees, our Thrivent Financial representatives, members and others are not permitted to share our logo with others or give others permission to use our logo. Thrivent Financial retains the rights to provide the logo and approve its application on all materials.
• It is not permissible to keep logo files for future use, or to copy or apply any logos that are part of Thrivent.com or other Thrivent Financial websites.
• Chapters and chapter service teams may not develop their own logos or visual identities, variations/modifications of the corporate logo, or their own mottoes, slogans or taglines, because this could conflict with corporate brand identity and potentially confuse members and other Lutherans.

See our Logo Use Policy on Thrivent.com (About Us > Privacy, Security & Legal > Logo Use Policy) for details about:

• The process to obtain and use a Thrivent Financial logo
• Permissible logo applications
• Logo applications that are not permissible

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Naming guidelines
Chapters and chapter service teams should refer to the organization as follows:

In copy

• Always refer to the organization as "Thrivent Financial for Lutherans" on first reference. (If our logo is on the piece, that doesn't count as the first reference and it cannot be used as part of a sentence.)
• You may refer to the organization as "Thrivent Financial" on second and subsequent references.
• Never refer to the organization as "Thrivent" or as "TFFL."

In conversation

• In more formal oral presentations or speeches, always refer to our organization as "Thrivent Financial for Lutherans" on first reference. "Thrivent Financial" may be used on second reference.
• In informal conversation, it's OK to refer to our organization as "Thrivent Financial" if you're among those who are familiar with our organization.

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Questions
If you have questions about the logo or corporate identity, call the Strategic Marketing area at Thrivent Financial for Lutherans, 800-847-4836.

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