Friend:

When a danger hides in plain sight, it calls for a flashing light.

So it is with the erosion of church-state separation. We see it happening all around us, from public school classrooms to the highest court in the land. But it runs so counter to what civic hearts believe to be inviolably true about our America, that most of us can’t, won’t or don’t know how to process the implications—much less take the actions necessary to stop them.

That’s one big reason you’re seeing a new brand identity for Americans United. In our 75th year as the nation’s shield against religious extremism, our mission is more important than ever before. So is our need to bring more people into our cause.

The modernized look of our logo and branding is the first step to making that happen. It builds on our rich legacy to draw fresh attention from the full spectrum of people we need to attract and enlist, from the young and the old to the woke and the tired. It’s a flashing light grounded in the deep reserves of trust we’ve earned over seven-plus decades of service to our Constitution, our country and our democracy.

For some of our most loyal supporters, the new look may be a little surprising. That’s good! We all could use an occasional reminder to renew our commitment to this fight. But for the multitudes who have yet to see the relevance of church-state separation to their lives, or the immediacy of the threats Christian nationalism poses to our collective way of life as Americans, we are now saying very clearly, “look at us, partner with us, follow us and help lead us to new heights of influence and success.”

Beyond the colors and graphics is a revitalized website and a powerful new tagline: Freedom Without Favor, Equality Without Exception. These six words emerged from a year of intensive research and dialogue with Americans of every description, background, color, faith, belief system and viewpoint.

It’s some of the most important work AU has ever done because it zeroed in on the great paradox of our mission—that nearly everyone endorses church-state separation while too few feel its relevance to daily life or recognize the looming threat of losing true religious freedom once and for all. And with the very meaning of “religious freedom” hijacked by Christian nationalists, our tagline reclaims it in a way that invites and even commands universal agreement.

Freedom Without Favor, Equality Without Exception. These are words to live by and fight for. They frame our work in ways everyone can understand. They affirm the genius of our nation’s foundational principle and expose the selfish and radical agenda of our opponents.

All this speaks to the deeper meaning of a brand refresh. Ours is not a paper or pixilated shield. It is armor carried by an extraordinary staff and dedicated supporters, behind which everyone can safely and proudly gather, as Americans United for Separation of Church and State.

Here we come.

With hope and gratitude,

Rachel K. Laser
President and CEO