Lutheran Social Services of Mid-America sheds its long, confusing name and opts for a sleek, more focused brand.

By Christine Weiser

To help it create a new brand, the organization hired BrandEquity of Newton, Mass.

“The old company name was too long and became an acronym that didn’t capture the essence of the organization,” BrandEquity Creative Director Steve Smith says. “We recommended a shorter, more memorable name, combined with a unique symbol. It had to be a picture that appealed to a broad range of services.”