Cru?

So, word comes today that Campus Crusade for Christ, long-time whipping boy in my books and on my blog (only after I was their whipping boy for a couple years in college), is changing their name to Cru.

The decision, Cru announces, “was saturated in prayer.”

The answer to those prayers seemingly was not: Cam, Chr, or any other three-letter combo.

Listen, I get it.  I was reared in and worked at a church called “Colonial.”  Seemed like a good idea at the time.  Now I wonder if they should change the name to Post-Colonial Church of Edina (surely, the McLaren would approve!).

“Recent media reports,” the media release paranoidly continues, “have questioned our commitment to Jesus and our calling as ministers of the gospel.”  I figured that they were referring to the lamestream, liberal media, beating up on them for the word “Crusade.”  Nope.  It seems that they’re taking heat in the Christian media for dropping “Christ” from their name.

Ah, well, I somehow doubt that this is a sign of Cru’s backsliding into relativism.

  • Bluetexan

    The new logo makes me think of “crucify” with that cross after the “u.” Wife’s alma mater uses “Cru” to try to soften their “Crusader” mascot.

    You would have thought Campus Crusade for Christ would have decided to go in a completely new direction with its name rather than try to shorten the most offensive word in their organization’s name.

  • http://www.simotasia.com/words/ Collin Simula

    I know you probably know this, but it’s worth noting (I asked a couple of my friends who were involved in “Cru” in college) that “Cru” is a long-standing nickname within the organization.

    So it’s not just some arbitrary thing.

    Personally, as much as I’m not really on board with the organization in general, I think its a positive step forward, from a voice AND design standpoint (this coming from a designer at a branding agency).

  • http://missourimule.blogspot.com Larry Barber

    Just what exactly does “Cru” mean. It doesn’t appear to be an acronym. Is it just a shortened form of “crusade”. I can understand them changing their name, and it doesn’t bother me too much that they aren’t mentioning Jesus or Christ, but Cru? It’s just a nonsense word, more notable for what it doesn’t say than for what it does.

  • Jeff Straka

    “…our experience confirmed that Cru would provide greater opportunity to connect men and women with the heart of Jesus, and to help them consider the good news of the gospel.” Cuz Jesus loved those murderous crusaders, huh? I also find it interesting that they say “It’s also a hindrance to many Christians who would like to partner with us but find the word Crusade offensive.” and then decide to snip and use the first three letters of that offensive word from their old name! They COULD have said it stood for CRUcifix…

  • http://matthewlkelley.blogspot.com Matt

    I would say that such a superficial change won’t fool anybody, but Baptist Bookstores changing their name to Lifeway worked like a charm. Apparently you really can slap a different label on the same old stuff and people will buy it.

  • Dan Hauge

    I’m surprised it took this long to go ahead and change the name, but . . . just keeping the first half of the most offensive word is a masterstroke of unintelligibility.

  • http://twitter.com/diecast David

    Bizarro
    and their faq offers no explanation of what the new name means. so this was a move to distance themselves from the “stumbling block” of crusade (excellent eisegesis by the way) so if cru isn’t to point us toward crusade then what?

  • http://www.travismamone.net Travis Mamone

    Sounds like the name of a bad rap group. “Yeah, boooyeeeee, we’re da Cru!”

  • http://jasonsmith.wordpress.com jason smith

    It wasn’t Christian media. It was Glenn Beck and Fox News. Unless you consider that Christian media?

  • nathan

    yay for non-church community based youth groups for college students claiming to be evangelism organizations! Yay for “Cool Christianity”!


CLOSE | X

HIDE | X