This logo appeared in the 1960s on the magazine Together, a joint publication of National and Southern Baptists in Missouri (in other words, black and white Baptists).
It’s a great example of the ambiguity of Christian colorblindness as segregationist theology was in eclipse but the precise shape of the new theology remained unclear. The logo and tagline make an argument for spiritual equality: when we come to the cross of Christ we all stand in equal need, regardless of color.
But what are the social implications of that spiritual equality? Does it mean that segregation is wrong? Does it mean that civil rights laws should be passed? That’s not at all clear. In fact, the cross standing between the two figures, one white and one black, could be read as a picture of “separate but equal” theology.
As often as claims of spiritual equality were used to attack the logic underlying Jim Crow, such claims also ran alongside it. God might love everyone equally and be a segregationist.
Images and rhetoric like this one worked in the 1960s because they were open to so many various and contradictory interpretations. Most people could find an angle on it that they liked.
I’m also interested in where this quote (“the ground is exceedingly level…”) came from and where the publishers of this magazine thought it came from. Billy Graham seems to have used a similar phrase in some of his crusades. There is an apocryphal story floating around the internet that Robert E. Lee said it (the myth of Lee as a magnanimous Christian just won’t die), but I can’t find out who actually said it originally. It would be ironic if the quote originated in a Lost Cause Lee-rehabilitation narrative. But I’m guessing its roots go further back.