An Anligcan mission agency has conceded that its experiment with ambiguity has not succeeded. The Us announced that it would change its name back to the USPG.
In a statement last week the Us said that a marketing study found that “while our partners in Britain and Ireland and around the world greatly appreciated the energy, values and practical work embodied in the Us brand, many remained saddened that we were no longer referring to the gospel in our name.”
It would revert to its former initials, USPG, but the letters would now stand for United Society Partners in the Gospel.
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