Thrivent Financial announced a brand change Monday that dropped the “for Lutherans” tag from its logo, reflecting the group’s shift to a less exclusive membership program. The Minneapolis ...

Thrivent Financial released its new logo Monday, dropping "for Lutherans" as the tradition-bound organization undergoes a seismic shift to open membership to all Christians. The updated logo also ...

Keeping the brand's iconic logo while modernizing its look and feel Thrivent's logo – which features a red heart – will remain the centerpiece of the brand, continuing to serve as a symbol of ...