set all free
This name is motivational; delivers the core message of the project and is consistent with the theological basis of the project. Equally, it falls within the realms of biblical injunctions such as 'Let my people Go!' or Isaiah 61: 'The year of the Lord's favour' - setting the captives free. The name points out that we are all in some form of slavery or bondage and in need of the Lord's deliverance.

Moreover, set all free assumes change and transformation (2 Corinthians 5: 17). A freed person is no longer the individual s/he was when they were in captivity. They are released, unshackled and unburdened from the constraints that formerly held them in metaphorical or actual chains. Moreover, verse 18 of 2 Corinthians 5 develops the theme of a new creation in Christ and suggests that we must embark on the ministry of reconciliation which God began in Christ. In a world where there is so much fragmentation and disunity, there is a real need for reconciliation and healing.

ACT TO END SLAVERY

This strap-line commemorates the Parliamentary Act of 1807 to abolish the slave trade. It also encompasses the fact that over 250 years of British involvement in the slave trade had come to an end, yet the legacy of this activity still casts a shadow over society today.

Likewise, ACT TO END SLAVERY is also a directive or instruction to work towards ending slavery. This is an overt assertion that slavery is 'unfinished business' and that we need to work together to look at other forms of exploitation that we may not perceive as modern forms of slavery.

ACT TO END SLAVERY is written in uppercase for greater emphasis and urgency.

A breakdown of the component terms of 'set all free'

set
This is an active verb which connotes 'movement', 'activity' and 'direction' etc., and invariably elicits some form of response. Set can also mean to harden or solidify which implies a determination or resoluteness: Luke 9: 51 is the apposite verse of scripture in this instance.

all
This characterises the inclusiveness of the project's modus operandi. It can be argued that we are all in bondage to the legacies of slavery, whether this is physical, mental or emotional bondage. Moreover, all signifies that we all need to be participants and partners in the act of setting 'free'. Setting free will not be achieved on someone's behalf but with their participation. It also indicates getting down on their level - empathising with their struggles and situations, invoking an incarnation dimension.

free
This connotes a fundamental desire of all human beings - to be free; to live as God had intended. It also refers to liberty - being freed. This freedom can include liberty from a particular way of life, certain conventions or a specific mindset.

set all free is written in lowercase or small letters to show 'solidarity' with those whose lives or experiences are considered minor, insignificant or trivial by society.

The image
The image conveys victory, liberation, adoration, excitement and empathy. Akin to the name, it infers that 'that which was once bound is now free'; and most people who have just been liberated tend to raise their arms in joy or celebration.

The image is also one of 'upliftment' and power. It does not show someone cowering or submissive, but an erect individual who, made in the image of God, has the confidence and assurance to stand upright and proud. The person is standing tall for freedom. Moreover, the gap between the raising of the arms also denotes the limited space most enslaved Africans were afforded on crowded ships.

Although this is a commemoration, there must also be room for celebration. We must celebrate the work of the diverse range of abolitionists who courageously fought for freedom. We must also celebrate God's grace, without which, many of the abolitionists would not have succeeded. We must also thank God for enabling many Black people to overcome the exigencies of the slave trade. We must also thank Him for his Word which sustained enslaved Africans and inspired many abolitionists.