Brand Charter & Style Guide. Australia Southern Territory

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1 Brand Charter & Style Guide Australia Southern Territory

2 Introduction Our Message 5 The Salvation Army is fortunate to enjoy a warm place in the hearts of Australians. People recognise the Salvos as an organisation that reaches out to those who have lost their way, offers care and support to those in need and seeks social justice and reform. Every day, thousands of people working from hundreds You play an important role in sustaining the identity of The Salvation Army Basic Elements 6 Red Shield Logo 6 The Crest 10 Sub-brands 12 Sub-logos 13 Co-branding 13 Typeface 14 of different locations spread across the Australia Southern Territory (AUS) are delivering the mission of The Salvation Army. The Australian community respects and trusts us to continue to serve people in need. Colour Palette 16 Design Elements 18 The Onward 18 The Salvation Army is a unique organisation. Through Thank God for the Salvos 19 dedication to our faith and the delivery of wide-ranging Stationery 21 social services and programmes, we hold an important Mastheads 22 place in society. The community recognises our Letterhead 22 valued contribution and consistently supports us in Letterhead with Sub-logos 23 our mission. This recognition is strengthened through symbols and other elements that form our identity. With Compliments Slip 23 Business Cards 24 To remain connected to the people around us we Signature 26 must continue to represent The Salvation Army in Fax Template 26 a consistent way and ensure our identity continues Envelopes 27 to maintain its high level of recognition. PowerPoint Templates 27 This guide provides some basic standards as to how Branding Assistance 28 we represent The Salvation Army brand. By working together we can ensure we remain recognised, trusted Legal Implications 28 and loved by the community around us. Territorial Minute

3 Our Message The Salvation Army is a worldwide Christian movement. In Australia, we are known as one of the nation s largest welfare providers, dedicated to supporting Australians in need. Through representing The Salvation Army brand in a consistent way we ensure that the core of our mission is communicated at every opportunity. Our faith and commitment to serving people in need are at the heart of our identity Mission Raised up by God our mission is to: Transform lives Care for people Values Human dignity Justice Make disciples Hope Reform society Compassion Community Vision Our vision is that we re a growing, loving community of people dynamically living God s mission in a broken world. This requires us to be people who are wholly devoted to God, obediently responsive to the Holy Spirit, powerfully committed to each other, compassionately engaged with people in need and totally dedicated to reaching other people with the good news of Jesus Christ and leading them to faith. 5

4 Basic Elements The shield is the property of The Salvation Army and may only be used by the authority of The Salvation Army. As part of this protection it is important that: There are several core elements that form the recognisable identity of The Salvation Army. Consistent use of these elements protects our image and builds our connection with the community. This guide outlines the best way to use these elements to support The Salvation Army. Red Shield Logo The Red Shield logo is one of the most recognised symbols in the country, following only the likes of McDonalds, Nike and Coca-Cola. This logo is our most valuable brand element. In the minds of Australians it symbolises trust, integrity, faithful service, commitment and heritage. The Red Shield is an internationally recognised symbol of Salvation Army service to those in need. It represents the shield of protection we provide to people in need of help, whether it be spiritually, physically, financially or emotionally. The Red Shield logo adds significant weight to our communications and provides a strong sense of credibility. Therefore, we must protect this logo by ensuring its correct use. We are in a very fortunate position in that our name is part of our logo, eliminating the need to include The Salvation Army alongside the Red Shield logo. While it is discouraged it is recognised that in some rare instances it may be appropriate to also include The Salvation Army next to the shield. In such cases, the extension of the Red Shield logo with The Salvation Army and Australia Southern Territory appearing to the right hand side of the logo is provided in our own custom font. Should circumstances arise where these guidelines cannot be applied, please contact the THQ branding team on (03) or Express permission to deviate from these guidelines may be granted in exceptional circumstances. The shield must not be altered, modified or distorted in any way. The shield must be visible in its entirety (ie not cropped in any way). The shield must always appear upright and be legible and clear. The shield must appear in Shield Red or black whichever is most appropriate to the printing requirements. No other colours are acceptable. (Refer to the Colour Palette section on page 16 for further information on colour use.) While the shield is indeed registered, it is preferred it appears without the. The shield can be used on coloured backgrounds or photographs provided it remains clear and dominant in the appropriate red or black. A subtle drop shadow may be used (20-30% transparency). There is scope for more latitude when the shield forms part of a decorative background device or pattern but the design must include a standard shield for clarity. If in doubt please contact the THQ branding team. These simple guidelines will help you use the Red Shield logo to your advantage 6 7

5 Usage The Red Shield logo of The Salvation Army is a strong symbol, both internally and externally, and should be used for all official communication purposes to ensure we maintain a high level of recognition and authority. Isolation Zone To ensure the integrity of the Red Shield logo it is important that other foreground objects, such as text and images, are not placed too close to the shield or obstruct it in any way. When using the Red Shield, a minimum isolation zone equal to one quarter of the shield width, and one eighth along the bottom, should apply as illustrated left. Minimum Size When the Red Shield logo is used at small sizes it becomes difficult to read and looses its impact as part of the communication. It is for this reason that the shield must not be used any smaller than 12mm wide. In exceptional circumstances please contact the THQ branding team. Incorrect Usage This page shows examples of incorrect usage of the logo. 8 9

6 The Crest The crest logo is an internationally recognised symbol of The Salvation Army. Each aspect is symbolic of the beliefs of Salvationists. The crown speaks of God s reward for His faithful people. The sun (the surround) represents the light and fire of the Holy Spirit. The S stands for salvation from sin. The cross of Jesus stands at the centre of the crest and the Salvationist s faith. The swords represent the fight against sin. The shots (seven dots on the circle) stand for the truths of the Gospel. Blood and Fire is the motto of The Salvation Army. This describes the blood of Jesus shed on the cross to save all people, and the fire of the Holy Spirit which purifies believers. The crest should only be used for internal and formal communication. It is the property of The Salvation Army and may only be used by its authority. There are certain standards that apply when using the crest: The crest must not be altered, modified or distorted in any way. The crest must always be used with the ribbon and the words The Salvation Army. When reducing the size of the crest all elements must be proportionally reduced. The crest should always appear upright and must be legible and clear. The crest is available in full colour or one-colour versions. 10

7 Sub-brands Some Salvation Army programmes are given permission to form a sub-brand when The Salvation Army believes it is critical to convey a unique message to the wider Australian public in order to fulfill their purpose. These programmes are generally territory-wide, and in the case of Employment Plus, national. The creation of a sub-brand provides an opportunity to communicate a different message and sense of personality to the overarching Salvation Army brand. All sub-brands must be developed in consultation with the Territorial Communications and Fundraising Department, which will then be submitted to Territorial Policy Council for approval. Sub-logos The Red Shield logo is our most powerful tool to identify ourselves as being part of The Salvation Army. However, the diverse nature and breadth of service means that at times it is necessary to use sub-logos to identify specific entities under the umbrella brand of The Salvation Army. It is appropriate to use a sub-logo for an individual service or centre, but an unaltered Red Shield must remain the primary logo for all communication. Sub-logos should not incorporate a Red Shield in their design, rather they should be a supporting element to the shield. Sub-logos must be approved by Territorial Leadership through submitting the sub-logo to the Territorial Communications and Fundraising Secretary. Centres and services with sub-logos must still use all official AUS stationery and must follow all branding guidelines outlined in this document. Rules for applying sub-logos to stationery and other items can be found under the relevant sections in this guide. It is recommended that all sub-brand logos be designed with the Red Shield positioned to the left hand side of the sub-brand logo, separated by at least the prescribed isolation zone (see page 8). This is to allow the shield to scale properly with the sub-logo and avoid situations where the shield s minimum size requirement becomes compromised. At the time of printing only two sub-brands exist for The Salvation Army Australia Southern Territory, Employment Plus and Salvos Stores. Co-branding In some cases The Salvation Army brand appears in cooperation with other brands. Co-branding often occurs when external organisations need to be acknowledged as major contributors to specific Salvation Army projects and services. Co-branding may also be used to represent a partnership with other organisations. When considering using co-branding it is important that you seek advice from the Territorial Communications and Fundraising Department before proceeding with any agreed co-branding communications or activities

8 Typeface To enhance and protect The Salvation Army brand we need to take every opportunity available to reinforce our identity. Many corporations invest in a proprietary typeface to further enhance their brand. The Salvation Army Australia Southern Territory has been very fortunate to have been provided with pro-bono support from Neil Summerour, a very talented type designer from the United States. This relationship has lead to the development of an exclusive typeface for all officers, employees and volunteers of the Australia Southern Territory to use in all their official communications. is our own typeface designed to instill a sense of our brand identity. It is straightforward, approachable, open and consistent, all characteristics of The Salvation Army. provides us with consistency in our communications, adding an additional layer to our brand strength and public recognition. Where to Use is our primary typeface and where possible should be used as our everyday typeface of choice. If is not available on your computer contact Helpdesk on The acceptable alternative is the Microsoft default typeface Calibri, which is widely available across our IT systems. While it is important that we use our own typeface as much as possible, especially for body copy, it is recognised there are times when communication and creativity is enhance by the use of a different typeface for headings or emphasis. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A key supporting component to a well-recognised logo is the utilisation of a unique typeface Above: Neil Summerour, Type Designer & Lettering Artist Positype Digital Type Foundry, Georgia, USA When I was approached by The Salvation Army to gauge my interest in developing a custom typeface I immediately said yes. Any organisation that systematically executes good things, in my opinion, and seeks to reimagine its communication pieces to better assist the community as a whole has my full support I m just happy that this is a project my talents could contribute to. Neil Summerour, IMPORTANT: has been licensed for the exclusive use of The Salvation Army Australia Southern Territory. It is a breach of the licence agreement to supply the typeface for use by any entity external of The Salvation Army, or to use the typeface for any purpose other than official Salvation Army communication. The only exception is when external contractors, such as printers or signwriters, require the typeface to produce official items for The Salvation Army. These third-party contractors must be informed of exclusivity to The Salvation Army. 15

9 Colour Palette Colour is another component central to the identity of an organisation. For The Salvation Army, the red used in the Red Shield logo, Shield Red, is a key element of our identity. Using this colour throughout our communication provides another link between The Salvation Army and those we are communicating with. CMYK 0C 100M 100Y 0K RGB 255R 0G 0B HEX# FF0000 CMYK 0C 35M 100Y 0K RGB 231R 177G 25B HEX# E7B119 CMYK 100C 60M 0Y 0K RGB 31R 82G 157B HEX# 1F529D PANTONE 185 Shield Red PANTONE 130 PANTONE 300 WHITE BLACK PANTONE 185 Shield Red CMYK 0C 0M 0Y 0K RGB 255R 255G 255B HEX# FFFFFF CMYK 0C 0M 0Y 100K RGB 0R 0G 0B HEX# CMYK 0C 100M 100Y 0K RGB 255R 0G 0B HEX# FF In addition to this, an accompanying colour palette has been developed to simplify the process of determining colours that work in harmony with our core Shield Red. This guide provides you with some colour combinations that can be incorporated into the design of communication materials. Our primary colour palette comprises colours which are very much a part of the identity of The Salvation Army. Working from our primary colour palette we have created a secondary colour palette, which has been formulated to work in harmony with our primary colours. It is expected that the primary and secondary colours are used on a regular basis and adopted as far as possible through our various communications. Lighter tints of these colours can also be used. In addition to the primary and secondary colour palettes we also have an accent/highlight palette that may be used sparingly where there is a need to enhance a piece of communication or include an additional colour to make a statement. These colours have familial relationship to the primary and secondary colours but add a feeling of diversity. CMYK 0C 35M 100Y 0K RGB 231R 177G 25B HEX# E7B119 CMYK 0C 64M 100Y 5K RGB 226R 117G 8B HEX# E27508 CMYK 0C 100M 100Y 0K RGB 255R 0G 0B HEX# FF0000 CMYK 5C 100M 50Y 25K RGB 144R 23G 14B HEX# 90170E CMYK 50C 80M 0Y 0K RGB 124R 72G 138B HEX# 7C488A CMYK 66C 100M 8Y 25K RGB 81R 31G 95B HEX# 511F5F CMYK 10C 15M 20Y 30K RGB 167R 149G 135B HEX# A79587 CMYK 5C 0M 0Y 30K RGB 185R 189G 191B HEX# B9BDBF PANTONE 130 PANTONE 1385 PANTONE 185 Shield Red PANTONE 187 PANTONE 258 PANTONE 260 PANTONE WARM GREY 5 PANTONE COOL GREY 5 PANTONE 299 PANTONE 300 PANTONE 541 PANTONE 360 PANTONE 7739 PANTONE 227 PANTONE 7711 RGB and HEX values are optimised for Windows PC. CMYK 75C 10M 0Y 0K RGB 79R 161G 223B HEX# 4FA1DF CMYK 100C 60M 0Y 0K RGB 31R 82G 157B HEX# 1F529D CMYK 100C 60M 10Y 40K RGB 20R 49G 92B HEX# 14315C CMYK 60C 0M 85Y 0K RGB 98R 208G 72B HEX# 62D048 CMYK 80C 0M 90Y 8K RGB 53R 135G 57B HEX# CMYK 7C 100M 10Y 20K RGB 180R 0G 77B HEX# B4004D CMYK 95C 0M 28Y 5K RGB 17R 146G 167B HEX# 1192A7 17

10 Design Elements The Onward The introduction of the Onward has been included as part of our suite of branding elements. The Onward acts as a foundation for our branding platform and adds an aspect of interest to our communications, but it also carries symbolic value for our brand. The Onward represents a page being turned, and in this sense shows others that The Salvation Army is always moving forward. While our history in Australia is a long one, as an organisation we do not stand still and reflect on what has been. It is critical that we continue to set our sights on the future, understand trends and identify new ways we can serve the community. For this reason the Onward is included across the standard stationery suite and further supports other branding elements by reflecting the colour of the Red Shield logo Shield Red (see page 16). The design of the Onward is deliberately sharp and strong, creating a bold statement that echoes the intentional actions of The Salvation Army and the grounding of these actions securely to our faith. This bold statement reaches across all of our work and is illustrative of our firm stance for social justice and reform. Thank God for the Salvos The now famous Thank God for the Salvos line was first seen in 1969 during the first Red Shield Appeal in Victoria. This powerful expression is given added weight as it was uttered to us by a member of the community. A journalist had spent a night with an outreach team in Melbourne and when returning to their office the next morning coincidently passed someone from The Salvation Army. After a physically and emotionally draining night he expressed his appreciation for the work of The Salvation Army by simply saying, Thank God for the Salvos. While some people may think we invented this line to assist with promotion of the Red Shield Appeal, it is much more powerful than anything we could ever say about ourselves. These five simple words sum up how the public feels about The Salvation Army. It carries a great deal of power as it speaks of our absolute foundation for all that we do in God. Like the Red Shield, Thank God for the Salvos has exceptionally high recognition with the public. It is for this reason we seek to use this line in our communications. Not only does it strengthen our brand, additionally it underpins the identity of The Salvation Army and acts as a unique positioning statement for our organisation. It is accepted that some Salvation Army personnel find Thank God for the Salvos too self-congratulatory, so the more outwardly-focussed We Thank God for You, as an acknowledgement of the community s support of The Salvation Army, is offered as an alternative. 18

11 Stationery Our communication forms the basis for the impression we give to the community about our mission and who we are. A unique corporate stationery suite has been developed as part of these branding guidelines to assist in unifying our message. These items form the official corporate stationery for The Salvation Army Australia Southern Territory and carry the endorsement of Territorial Leadership. The suite features common elements in line with the overall style guide, and where possible as many of the following elements are included: Red Shield logo mandatory for all material Web address: salvationarmy.org.au Onward foundation device typeface Our engagement with others, be that through formal letters or , gives us opportunities to enhance The Salvation Army brand The everyday elements of the corporate stationery suite are: Department mastheads signature Letterhead Fax template With compliments slip Envelopes Business cards PowerPoint templates 21

12 Letterhead The official letterhead has been designed to clearly convey a lot of information, such as the origin of the letter and contact details. It further provides an opportunity to share our mission intentions, as well as recognise our Founder, General William Booth; the General, our International Leader; and our Territorial Commander for the Australia Southern Territory. Mastheads To identify specific areas of the organisation, mastheads have been created where the name of the department, programme or corps is identified on the right of the Red Shield logo. In this way it is possible to highlight the origin of the communication while still presenting the brand in a clear, recognisable and strong way. The inclusion of Australia Southern Territory is preferred. A masthead may be used where it is appropriate to identify internally the point of origin for a specific piece of communication, for example on posters or in PowerPoint presentations. Letterhead with Sub-logos The standard letterhead can also accommodate approved sub-logos of The Salvation Army Australia Southern Territory. The design of the standard letterhead provides an appropriate space in the top left hand corner where an official sub-logo can be overprinted using a MS Word template. When sub-logos are used they must not be visually larger than the Red Shield logo. Should you wish to include a sub-logo please contact the Territorial Printer, who will advise the most cost-efficient option. With Compliments Slip The With Compliments slip design follows the style of the letterhead. These slips are a useful way of preparing a short hand-written or typed note along with other correspondence, or to accompany packages, for example. They can be personalised with your name, contact details, department and sub-logo if required. Contact the Territorial Printer to arrange the most cost-efficient personalisation option. Using this letterhead provides a clear and visually pleasing way of communicating with people, consistently representing our identity while strengthening our brand. Local details (such as department, programme, corps, address, phone numbers) are overprinted on the letterhead using a MS Word template

13 Business Cards As well as providing your basic contact details, the business card also carries a message while imparting an impression of the organisation that you work for. This gives us an opportunity to make a strong statement about who we are as well as who The Salvation Army is through the simple practice of sharing your business card. The approved business card incorporates four critical aspects that reinforce the strength of The Salvation Army brand. These elements are: Red Shield logo mandatory Web address: salvationarmy.org.au Onward foundation device typeface The use of logo, typeface and colour allows the standard business card to carry greater impact while protecting the brand. Giving all business cards a uniform look, as per this style guide, enables us to present a consistent image in the community. This allows people to see the organisation as a whole rather than fragments that have seemingly little connection to the organisation. The business card can also accommodate approved sub-logos of The Salvation Army Australia Southern Territory. On the reverse side of the business card there is an opportunity to choose to include Thank God for the Salvos or We Thank God for You. The inclusion of one of these simple messages is an opportunity to instill our values as a Christian organisation. Both these are consistent with who The Salvation Army is and can be used to resonate with an expression well known in the community (Thank God for the Salvos) or to tribute the significant role others have in our mission. You may also choose to leave the back of the card blank. An appointment reminder grid can be printed on the back if required. If you think you have good reason for another message on the back of your card, you can apply to for approval. Business Cards can be ordered from the Territorial Printer

14 Signature is now the most common form of everyday communication and it makes sense that we use this communication to present our band in a consistent and clear way. The official signature features the following standard details: Name Position title Department/programme/corps Business address physical and postal Telephone numbers landline and mobile where the person has an official mobile for work purposes address Web address for the territorial homepage or programme/corps landing page. Fax Template As part of the corporate stationery suite a fax template is available for anyone sending official faxes for matters relating to The Salvation Army. These are available as an MS Word template or a PDF. Envelopes Salvation Army envelopes are available in various sizes with the Red Shield logo in the top left corner in line with Australia Post regulations. PowerPoint Templates Available in 4:3 and 16:9 formats. 26

15 Branding Assistance These branding guidelines have been created with user ease in mind. In addition to the provision of this style guide and other resources, a branding team exists to assist you to use The Salvation Army brand to its full effect. The team consists of the Territorial Communications Director, the Brand and Marketing Manager and the Graphic Designer for the Territorial Communications and Fundraising Department. They can be contacted on or aus.salvationarmy.org You can contact the Territorial Printer on Legal Implications The Salvation Army brand is sometimes used by members of the community without authorisation to lend weight to an external cause. There are, however, legal implications attached to the use of the brand and its various elements. The Salvation Army retains the exclusive right to the use of its name, registered trademarks (including the Crest and the Shield), designs, phrases ( Salvo, Salvos, Thank God for the Salvos and Red Shield Appeal ) and other identification associated with it, and has legal recourse, either at common law under Federal Legislation or, with regard to any unauthorised or improper use of its name, trademarks, designs, phrases and other identification. IP Australia (www.ipaustralia.gov.au), the Australian Government agency responsible for administering patents, trademarks and designs, has registered both the Crest and Shield logos as service marks of The Salvation Army. The use of these marks must fit the guidelines provided by The Salvation Army. (While the Shield and Crest have been registered it is preferred to not use the symbol with the logos.) This style guide has been developed to help officers, employees, volunteers and others using The Salvation Army brand understand the proper use of the brand and to ensure the brand is protected. Territorial Minute This brand style guide is supported by an official minute of The Salvation Army Australia Southern Territory. It carries the endorsement of our Executive Leadership and is authorised by the Territorial Commander. For any specific polices around the use of our brand or identity please consult the AUS Minute Book or contact a member of the branding team. 28

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