With too many Americans viewing their Muslim fellow citizens with suspicion because of the 9/11 attacks and other terrorist acts, the Council on American-Islamic Relations, a civil rights and advocacy group, decided to launch “a new brand identity and logo.”

In a letter to the American Muslim community, CAIR board Chairman Parvez Ahmed said the group after 12 years of service is “reaffirming our core values and recommitting ourselves to three central aspects of CAIR’s mission — enhancing understanding of Islam, protecting civil liberties and empowering American Muslims.” Those values include promoting pluralism for a better America, justice and dialogue.

The new logo, Ahmed wrote, “affirms that we are one human family, created by God into different nations and tribes so that we may come to know each other and not despise each other.”

Ahmed said in an interview that the timing of the new branding effort was “not particularly interesting.” But he said that “a handful of extremists are distorting the image of Islam.”

“We needed to think of new ways of becoming more effective, a much better way of communicating how [we are] part of the American mainstream,” Ahmed said. “It is important that they [other Americans] have a clear understanding of us.”


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