Issuu

The Salvation The Spirit of Together

YSDN 4007

Nathaniel

Rojas

Fall

2020 Lyle Fraiman

The Salvation Army

The Spirit of Together

Corporate Identity Manual

Version 1.2

The Salvation Army Corporate Identity — 2021 Table of Contents E. Corporate Stationery E.1 Business Card E.2 Corporate Letterhead E.3 2nd Page Letterhead E.4 Custom Letterhead E.5 Fax Sheet E.6 Memo Sheet E.7 Corporate Envelope E.8 Oversize Envelope E.9 Mailing Label E.10 Compliments Card F. Corporate Communications F.1 Inter-Office Forms F.2 Employee Material F.3 Technical Manuals F.4 Proposal Covers and Pages G. Photography G.1 Application + Usage H. Collateral Applications H.1 Marketing Materials H.2 Internet Banners H.3 Uniforms H.4 Vehicle Decal Applications H.5 Advertising I. Paper I.1 Corporate Papers + Promotional Paper A. Logo A.1 Symbol & Logotype A.2 Usage + Minimum Size A.3 Application + Usage B. Typography B.1 Primary/Secondary Fonts C. Color Palatte C.1 Primary/Secondary Colours D. Fluid Elements D.1 Application + Minimum Size D.2 Application + Usage I. Table of Contents II. Introduction III. Principles

IntroductionThe Salvation Army

The Salvation Army is a non-profit organization that provides, shelters, and assists in emergency circumstances to those in need.

The following guidelines explain how to express the revised branding identity appropriately. The manual holds various elements to refer to when putting together digital and tangible materials to embrace The Salvation Army to its fullest in representing their values and beliefs.

These guidelines will ensure consistency throughout any promotions or applications of the identity to form a solid connection to others through the brand.

The

Salvation Army Corporate Identity — 2021

Principles

Standards & Beliefs

The Salvation Army has been a critical component to communities, providing essential assets to those most vulnerable since 1865 worldwide. They continue their efforts in creating a difference in the lives providing a sense of salvation. The non-profit organization is active in over 100 countries and continues to provide without discrimination.

These are values incorporated with the revised brand identity and further express the diversity that the organization retains and inspire an audience of all ages to give the same opportunity to those in need.

The Salvation Army Corporate Identity — 2021 5

Logo

Symbol & Logotype

The Salvation Army

The Salvation Army brand logo reflects its historical application of creating a difference for the less fortunate, restoring a sense of humanity through actions.

The symbol is easy to distinguish and embarks its active supporting community influencing a form of change. Using a more neutral red colour from its previous identity and incorporating bold typography and complementary tones emphasizes strength in the organization.

Current Identity

New Identity

The Salvation Army

Spirit of

The Salvation Army Corporate Identity — 2021 7

Logo — A.1.1

The

Together

Symbol & Logotype

Values

The principles The Salvation Army stands by are put together into one symbol. The logo components include three main features.

The curved streaks represent a dynamic form of equality and togetherness in its community and perspective.

The “S” introduces the initial of Salvation which embraces the difference that the organization con stantly strives to output through their accomplish ments.

Most importantly, the church door frame highlight ing its historical origin of The Salvation Army, which began at a church in 1865 and its founder William Booth.

Symbol Equality/ Togetherness

The Salvation Army The Spirit of Together

“S” Church Door Frame

The Salvation Army Corporate Identity — 2021 8 Logo — A.1.2

Vertical LogoSymbol & Logotype

Vertical + Horizontal Version

As part of the brand identity, the logo comes in different versions, as shown—initially, the use of the vertical logo to represent the non-profit organization.

On other occasions, the horizontal logo, symbol, and logos without the slogan apply. Do not use the logotype independently under any circumstances.

The horizontal logo offer its optimal usage on printed mediums, such as documents, certificates, and various envelopes.

The logo versions without a slogan applies to digital mediums where the logo is rendered in pixels to ensure the highest potential for legibility, including social media posts and web platforms.

Symbol

The symbol may apply to licensed materials and collateral applications such as keychains, uniforms, donation boxes, and envelopes.

Logomark Logotype Slogan

The Salvation Army

The Spirit of Together

Horizontal Logo

The Salvation Army

The Spirit of Together

Symbol

The Salvation Army

The Spirit of Together

The Salvation Army

The Spirit of Together

The Salvation Army

The Salvation Army Corporate Identity — 2021 9 Logo — A.1.3

Usage + Minimum Size

Usage & Safety Zone

Observing the spatial requirements and appropriate sizing promotes the most suitable output for the logo’s legibility and maintains the impact of the identity.

The minimum width of the safe space around the logo should be 0.5x, where “x” is the width of the bottom of the church door. The safety space illustrated around the logo is clear of any elements, including typography or graphics and should not be modified.

There may be occasions where the logo is further than the minimum distance outlined to ensure the design’s balance, in every case this must be proportionate all around the logo.

The

The Salvation Army

Army

The examples shown should be referred to for the minimum size of the digital version in pixels (without slogan) and printed version in millimeters (with slogan) of the horizontal logo and the vertical logo.

Graphics are not to scale.

The Salvation Army Corporate Identity — 2021 10

Salvation

The Spirit of Together 0.5x 0.5x

The Spirit of Together 0.5x 0.5x Logo — A.2

Minimum Size The Salvation Army The Spirit of Together The Salvation Army The Spirit of Together The Salvation Army The Salvation Army The Spirit of Together

The Spirit of Together x 10mm 38mm 150px 60px

Application + Usage

Logo Colour Applications

When outputting The Salvation Army logo, the primary colour application should always be selected first. The logo colour other than the original colour scheme, as shown, is approved in some circumstances.

When printing and coloured ink is not available, the logo colours should fall back on greyscale or black & white printing options only on white paper. The All-white and the Tan white may be used for promotional material such as social media posts and web content where the background allows for excellent legibility.

Background Colours

The colour schemes as shown are in the most legible and appropriate combination of the branded colours.

The Salvation Army

The Spirit of Together

Primary Tan

Greyscale Black & White

The Salvation Army The Spirit of Together

The Salvation Army

The Spirit of Together

All-White

The Salvation Army The Spirit of Together

The Salvation Army The Spirit of Together The Salvation Army The Spirit of Together

The Salvation Army Corporate Identity — 2021 11 Logo — A.3.1

Application + Usage

Incorrect Usage

Any adjustments or distortion to the logo other than the colour scheme examples are forbidden. This guideline is to ensure the proper recognition of the non-profit organization and clear communication to the viewer.

Additional elements or personal touches to the logo are also prohibited and must be abiding the standards as displayed in the manual. Surrounding fluid elements are permitted to compliment the logo usage.

The Salvation Army

The

The Salvation Army

The

The Happy Army

The

The Salvation Army

The

rotate

distort, angle, or scale

any stylization

The Salvation Army

The

The Salvation Army Corporate Identity — 2021 12 Logo — A.3.2

Spirit of Together

Spirit of Smile

Spirit of Together

NOT change colour applications outside permitted use

Spirit of Together

NOT change the typeface of the logo The Salvation Army The Spirit of Together

NOT place the logo in a place where it is unrecognizable

NOT change the logotype or slogan

NOT

or change the orientation of the logo elements DO NOT change the quality

NOT

NOT apply

filter

NOT change the opacity

Typography

Typography — B.1

Primary/Secondary Fonts

Typography Usage

The brand identity looks towards the usage of Exo as the primary typeface and applies to main headings and titles on any printed or digital medium.

Lexend is the chosen secondary typeface and applies to usages such as subheadings and body text or high-intensity text lies. Since this is a heav ily used typeface combination in its identity and branding, it should not be replaced by other typefaces.

Both Regular and Bold may be applied where appropriate but minimize the usage of bold throughout different applications to comply with accessibility.

Alternate Usage

Under the circumstances where the two primary and secondary font families are not accessible or supported, resort to the alternative typeface being Open Sans. Maintain the same aspect with the bold and regular as previously mentioned.

Primary – Exo

Regular abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTU VWXYZ 0123456789

Bold abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

Secondary – Lexend

Regular abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ

0123456789

Bold abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ

0123456789

Alternative – Open Sans

Regular abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ

0123456789

Bold abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

0123456789

The Salvation Army Corporate Identity — 2021 14

Colour Palette

Primary/Secondary Colours

Colours & Application

Primary branding colours should be used frequently within corporate materials and digital content. An exception would be black and white, where black text on a white background for communication or stationery purposes or in cases of inaccessible coloured ink is apparent.

Secondary colours should complement the primary colours within corporate materials and digital content when it is suitable.

Primary Colours Accent Colours

Colour Palette

CMYK C: 2 M: 2 Y: 10 K: 0

RGB R: 249 G: 245 B: 229

HEX CODE #F9F5E5

PANTONE 7401 C

CMYK C: 7 M: 98 Y: 85 K: 1

RGB R: 222 G: 41 B: 54

HEX CODE #DE2936 PANTONE 1795 C

CMYK C: 97 M: 89 Y: 44 K: 51

RGB R: 21 G: 30 B: 63

HEX CODE #151E3F

PANTONE 303 C

CMYK C: 32 M: 92 Y: 64 K: 27

RGB R: 138 G: 43 B: 63

HEX CODE #8A2B3F PANTONE 505 C

CMYK C: 3 M: 10 Y: 76 K: 0

RGB R: 249 G: 220 B: 92 HEX CODE #F9DC5C PANTONE 106 C

CMYK C: 51 M: 36 Y: 24 K: 0

RGB R: 134 G: 148 B: 168

HEX CODE #8694A8 PANTONE 5565 C

CMYK C: 88 M: 30 Y: 78 K: 17

RGB R: 0 G: 119 B: 85

HEX CODE #007755 PANTONE 3425 C

The Salvation Army Corporate Identity — 2021 16

— C.1

Fluid Elements

Application + Minimum Size

Specifications

The fluid elements represent the brand identity’s foundation of beliefs and standards.

The purpose of the stroke is to enable a unique variety of designs incorporated with corporate collateral. When using the stroke, ensure to have three lines in unison to capture The Salvation Army’s values.

The supporting imagery shown apply to both print and digital mediums as well as collectively. The original logo inspires the assets’ design and is further enhanced to create an original style dedicated to The Salvation Army.

The minimum sizing for the supporting imagery are outlined as shown. The stroke width applies to the thickness of the supporting imagery. They should not be smaller than the given value to avoid illegibility.

The Church Door Frame acts as a window incorporate with real photography. See application for usage.

Graphics are not to scale.

Stroke Church Door Frame

1pt

Supporting Imagery

Minimum

18mm/50px

The Salvation Army Corporate Identity — 2021 18 Fluid Elements — D.1

2pt 3pt 4pt 5pt “Salvation” “Support” “Provide” “Illumination” “Faith” 18mm/50px

Size

Fluid

Application + Usage

Fluid Elements Application

The fluid elements should integrate the primary colours in their application and the secondary colours when it seems fitting. The elements should not absorb any colour outside of the branded colours, and any modifications to the supporting imagery outside guidelines are prohibited.

While applying the stroke feature, it is essential to have a wide starting points and bring the ending points together. This embraces a consistent unison of only three strokes while they’re balanced between each other, as shown in the examples. Combining different weights of strokes are not permitted.

The fluid elements they should be combined with branded coloured backgrounds but are not limited to the examples shown as long as legibility is maintained.

The Salvation Army Corporate Identity — 2021 19

Elements — D.2.1

Application + Usage

The

The Salvation Army Corporate Identity — 2021 20 Fluid Elements — D.2.2

examples demonstrate different approaches when applying the fluid identity. Best Practices

Corporate Stationery

Business Card

The Salvation Army Corporate Identity — 2021 22 Corporate Stationery — E.1

The example shown are branded business cards for professional use in a corporate environment for employees. With permitted use, staff may enter their contact information as per the template outlined for the front of the card. The back of the business card is not editable under any circumstances. Graphics are not to scale. Size 89.3mm x 51.2mm (3.5in x 2in) Back Background: Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C Front Background: Tan White C: 2 M: 2 Y: 10 K: 0 PANTONE 7401 C Role: Exo Regular - 6pt Sentence Case Pearl Grey C: 51 M: 36 Y: 24 K: 0 Phone, Website, Social Media: Lexend Regular - 6pt Lowercase Name heading: Exo Bold - 10pt Sentence Case Specifications Mark Jean Senior Manager (416) 555-1234 markjean@salvationarmy.com facebook.com/thesalvationarmy twitter.com/thesalvationarmy The Salvation Army The Spirit of Together 24.7mm 14.7mm 8.2mm 13.2mm 15mm 13.2mm 26.4mm 38mm 38.7mm 6.9mm 6.2mm5.9mm 38mm 13.9mm 5.1mm 3.4mm 4.4mm 4mm 4.4mm 21.6mm 15.7mm 14mm 25.2mm 37.6mm 13.2mm Back Front

Stationery

Corporate Letterhead

changed to the sender’s contact information,

location

the office number with extension number

The existing icons should not be removed or combined with other social media

are not to scale.

Lo em ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Volutpat maecenas volutpat blandit aliquam etiam erat. Diam vel quam elementum pulvinar etiam non.

Bibendum ut tristique et egestas. Convallis a cras semper auctor neque. Et tortor at risus viverra adipiscing at in tellus integer Adipiscing diam donec adipiscing tristique risus nec feugiat in. Vitae proin sagittis nisl rhoncus mattis rhoncus. Elit duis tristique sollicitudin nibh sit amet commodo. Imperdiet dui accumsan sit amet. Id interdum velit laoreet id donec. Facilisis mauris sit amet massa vitae tortor condimentum lacinia quis.

Aenean euismod elementum nisi quis eleifend quam. ium quam. Sit amet venenatis urna cursus. Non diam phasellus vestibulum lorem. Vel pretium lectus quam id leo in vitae turpis massa.

Rutrum tellus pellentesque

Sincerely, Mark Jean Senior Manager

tincidunt. Urna et pharetra

The Salvation Army Corporate Identity — 2021 23

The Salvation Army The Spirit of Together

pharetra massa massa ultricies mi. Mark Jean Senior Manager 20 Yorkwoods Gate, North York, ON M3N 1J8 February 9th, 2021 Dear Recipient @TheSalvationArmy The Salvation Army +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8 Corporate

— E.2

The example shown demonstrates the proper corporate letterhead layout for The Salvation Army. The email and phone number should be

position, office

and

if applicable.

icons. Graphics

Size: 210mm x 297mm (8.27in x 11.7in) Contact, Position, Address, Body text: Lexend Regular - 10pt Sentence Case Social Media: Lexend Regular - 8pt Sentence Case Pearl Grey C: 51 M: 36 Y: 24 K: 0 PANTONE 5565 C Specifications 21mm 17.5mm 12.5mm 16.4mm 30.7mm 146.7mm 19.3mm 23.6mm 2.8mm 2.8mm 217.2mm 4.8mm 54.8mm 14.1mm 27.8mm 69.6mm 43.4mm96.7mm35.6mm 3mm 3mm Fluid Element: Pen Stroke - 1pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

Corporate Stationery

14.1mm 27.8mm 69.6mm

30.7mm

16.4mm

example shown demonstrates the proper 2nd page

are not to scale.

210mm x 297mm (8.27in x 11.7in)

text:

Regular

10pt

Social Media:

Regular - 8pt

51 M:

Element:

Stroke - 1pt

23.6mm

Aenean euismod elementum nisi quis eleifend quam. ium quam. Sit amet venenatis urna cursus. Non diam phasellus vestibulum lorem. Vel pretium lectus quam id leo in vitae turpis massa.

Rutrum tellus pellentesque

Sincerely, Mark Jean Senior Manager

tincidunt.

96.7mm35.6mm

209.8mm 4.8mm 4.8mm

The Salvation Army Corporate Identity — 2021 24

The Salvation Army The Spirit of Together

Urna et pharetra pharetra massa massa ultricies mi. The Salvation Army @TheSalvationArmy +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8

— E.3 2nd Page Letterhead The

corporate letterhead layout for The Salvation Army. Graphics

Size:

Body

Lexend

Sentence Case Address,

Lexend

Sentence Case Pearl Grey C:

36 Y: 24 K: 0 PANTONE 5565 C Fluid

Pen

Salvation Navy Blue C:

M: 89 Y: 44 K: 51 PANTONE 303 C Specifications 67.1mm

130.9mm 11.8mm

2.8mm 2.8mm 2.8mm

54.8mm

43.4mm

3mm 3mm

Custom Letterhead

Specifications

The example shown demonstrates the proper custom corporate letterhead layout for The Salvation Army.

Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Address, Social Media: Lexend Regular - 8pt Sentence Case Pearl Grey C: 51 M: 36 Y: 24 K: 0

PANTONE 5565 C

Fluid Element: Pen Stroke - 1pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51

PANTONE 303 C

30.7mm 23.6mm

14.1mm 27.8mm 69.6mm 43.4mm96.7mm35.6mm 3mm 3mm

54.8mm

209.8mm 4.8mm 4.8mm

The Salvation Army Corporate Identity — 2021 25 The Salvation Army The Spirit of Together The Salvation Army @TheSalvationArmy +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8 Corporate Stationery — E.4

16.4mm

2.8mm 2.8mm 2.8mm

Fax Sheet

The example shown demonstrates the proper fax sheet layout for The Salvation Army.

Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Heading: Lexend Regular - 40pt Sentence Case

Fax Information: Lexend Regular - 10pt Uppercase & Sentence Case

Body: Lexend Regular - 10pt Sentence Case Stroke - 0.5pt

Address, Social Media: Lexend Regular - 8pt Sentence Case

Grey C: 51 M: 36 Y: 24 K: 0 PANTONE 5565 C

Fluid Element: Pen Stroke - 1pt

Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

42.1mm

15.3mm 62.7mm 79.2mm

30.7mm 23.6mm

Fax

2.8mm 2.8mm 4.8mm 4.8mm

23mm 14.1mm 27.8mm 68mm 27.8mm 96.7mm35.6mm 3mm 3mm

The Salvation Army Corporate Identity — 2021 26 The Salvation Army The Spirit of Together @TheSalvationArmy The Salvation Army +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8 Urgent For Review Please Comment Please Reply Please Recycle Comments:

TO Recipient Name FAX: Recipient Fax Number PHONE: Recipient Phone Number RE: Subject FROM: Sender Name PAGES: Number of Pages DATE: Select Date CC: Copied Name Corporate Stationery — E.5

Pearl

Specifications 16.4mm

10mm

2.8mm

32mm

Salvation

Corporate Stationery

Memo Sheet

The example shown demonstrates the proper memo sheet layout for The Salvation Army.

Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Heading: Lexend Regular - 40pt Sentence Case

Memo Information: Lexend Regular - 10pt Uppercase & Sentence Case Stroke - 0.5pt

Body: Lexend Regular - 10pt Sentence Case

Address, Social Media: Lexend Regular - 8pt Sentence Case

Pearl Grey C: 51 M: 36 Y: 24 K: 0 PANTONE 5565 C

Fluid Element: Pen Stroke - 1pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

21mm 42mm 72.1mm 34.5mm

2.8mm 2.8mm

30.7mm 23.6mm

40.3mm

The

Memo

TO Recipient Name

FROM: Sender Name

Copied Name DATE: Date

Subject

Aenean euismod elementum nisi quis eleifend quam. ium quam. Sit amet venenatis urna cursus. Non diam phasellus vestibulum lorem. Vel pretium lectus quam id leo in vitae turpis massa.

Rutrum tellus pellentesque eu tincidunt. Urna et pharetra pharetra massa massa ultricies mi.

14.1mm 14.6mm 27.8mm 68mm 27.8mm 96.7mm35.6mm 3mm 3mm

10mm 10mm 10mm 10mm 2.8mm 4.8mm 4.8mm

The Salvation Army Corporate Identity — 2021 27

Salvation Army The Spirit of Together @TheSalvationArmy The Salvation Army +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8

CC:

RE:

— E.6

Specifications 16.4mm

Corporate Stationery

Corporate Envelope

The example shown demonstrates the

been designed

Post.

envelope formats are dedicated to Canada Post’s

the

grounds.

Salvation

38.4mm48.8mm

45.7mm

25.6mm

JOHN DOE

THE

SALVATION ARMY HQ

OVERLEA BOULEVARD TORONTO, ON M4H 1P4 MARK JEAN 20 YORKWOODS GATE, NORTH YORK, ON M3N 1J8

The Salvation Army Corporate Identity — 2021 28

— E.7.1

proper corporate envelope front layout for The Salvation Army. The format has

around the standards

Canada

The

standards and is

primary layout for sending from Canadian

Considering The

Army’s presence worldwide, the branding identity grants any exceptions for re-arrangements. It is permitted to configure the existing format to the mailing standards that exist in the region (if applicable) as long as the design remains consistent. Graphics are not to scale. Size: 241mm x 105mm (9.5in x 4.1in) Sender Name, Sender Information: Exo Bold - 10pt Lexend Regular - 10pt Upper Case Specifications (Front) 15.9mm 62.6mm 12.1mm 23.9mm

3.7mm 3.8mm 22.8mm 16.7mm 10.8mm 4.3mm 44.4mm59.4mm

24.7mm79.3mm 45.7mm38.4mm48.7mm

Recipient Name, Recipient Information: Exo Bold - 11pt Lexend Regular - 11pt Uppercase Fluid Element: Stroke - 3pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

Corporate Envelope

The Salvation Army The Spirit of Together The Salvation Army @TheSalvationArmy +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8 The Salvation Army Corporate Identity — 2021 29 Corporate Stationery — E.7.2

The example shown demonstrates the proper corporate envelope back layout for The Salvation Army. The format has been designed around the standards of Canada Post. Graphics are not to scale. Size: 241mm x 105mm (9.5in x 4.1in) Address, Social Media: Lexend Regular - 8pt Sentence Case Pearl Grey C: 51 M: 36 Y: 24 K: 0 PANTONE 5565 C Flap Background: Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C Fluid Elements: Stroke - 1pt Tan White C: 2 M: 2 Y: 10 K: 0 PANTONE 7401 C Specifications (Back) 33.3mm 59.3mm 17mm 6.5mm 59.3mm 14mm 6.5mm 7.7mm 2.5mm 2.8mm 2.8mm 4.3mm 4.3mm 3.2mm 3.2mm 36.3mm 146.5mm 52.9mm35.6mm 56.2mm

Oversize Envelope

The example shown demonstrates the proper oversize envelope front layout for The Salvation Army. The format has been designed around the standards of Canada Post.

Graphics are not to scale.

Size: 330mm x 254mm (13in x 10in)

Sender Name, Sender Information: Exo Bold - 10pt Lexend Regular - 10pt Upper Case

Recipient Name, Recipient Information: Exo Bold - 11pt Lexend Regular - 11pt Uppercase

Fluid Elements: Stroke - 3pt

Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

Bright Red C: 7 M: 98 Y: 85 K: 1 PANTONE 1795 C Field Green C: 88 M: 30 Y: 78 K: 17 PANTONE 3425 C

4.2mm 10.8mm

Corporate Stationery

4.2mm 4.2mm 66.8mm 16.7mm 78.1mm 81.3mm 72.1mm

55.4mm 45.7mm53.5mm49.1mm41.6mm 101.4mm 33.4mm 75.6mm 32.8mm 10.7mm

52.4mm

16.7mm

8.1mm

70.4mm

25.2mm 44.1mm 83.1mm 25.7mm

JOHN

DOE

THE

SALVATION ARMY HQ

OVERLEA BOULEVARD TORONTO, ON M4H 1P4 MARK JEAN 20 YORKWOODS GATE, NORTH YORK, ON M3N 1J8

The Salvation Army Corporate Identity — 2021 30

— E.8.1

Specifications (Front)

Oversize Envelope

The

Graphics

Address,

Flap

Fluid

The Salvation Army

The Spirit of Together The Sal ation Army @TheSalvationArm +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8 The Salvation Army Corporate Identity — 2021 31 Corporate Stationery — E.8.2

example shown demonstrates the proper oversize envelope back layout for The Salvation Army. The format has been designed around the standards of Canada Post.

are not to scale. Size: 330mm x 254mm (13in x 10in)

Social Media: Lexend Regular - 8pt Sentence Case Pearl Grey C: 51 M: 36 Y: 24 K: 0 PANTONE 5565 C

Background: Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

Elements: Stroke - 1pt Tan White C: 2 M: 2 Y: 10 K: 0 PANTONE 7401 C Specifications (Back) 81.6mm 90.8mm 81.5mm 195.5mm35.6mm 2.6mm 2.6mm 16.7mm 123.1mm 54.9mm 117.8mm 16.8mm 2.6mm 3mm 3mm 4.6mm 4.3mm 42.2mm

Corporate Stationery

Corporate Standard Envelope Label

Mailing Label

The example shown demonstrates

for

the

JOHN DOE

THE SALVATION ARMY HQ

2 OVERLEA BOULEVARD

ON M4H 1P4

are not to

Corporate Standard

Size:

x 26mm

Oversize

Size:

x 1.3in)

Recipient Name:

Information:

Oversize

JOHN DOE

THE SALVATION ARMY HQ

2 OVERLEA BOULEVARD

ON M4H 1P4

TORONTO,

The Salvation Army Corporate Identity — 2021 32

— E.9

the mailing label format

both

standard corporate envelope and the oversize envelope. The format has been designed around the standards of Canada Post. Any changes to the spacing

the label are not permitted. Graphics

scale.

Label

59mm

(2.3in

1in)

Label

69mm

33mm (2.7in

Exo Bold - 11pt Uppercase Recipient

Lexend Regular - 11pt Uppercase Specifications 59.4mm 68.9mm 48.8mm 16.9mm 26.4mm 33.2mm 5mm 5mm 10mm 49.2mm 10mm 5mm 6mm 16.7mm 10mm

Envelope Label

Compliments

The example shown demonstrates the

card layout for

Salvation Army.

Graphics are not to scale. Size: 210mm x 99mm (8.2in x 3.8in)

Message: Exo Bold - 21pt Sentence Case Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

Address, Social Media: Lexend Regular - 8pt Sentence Case Pearl Grey C: 51 M: 36 Y: 24 K: 0 PANTONE 5565 C

Back Background: Tan White C: 2 M: 2 Y: 10 K: 0 PANTONE 7401 C

Fluid Elements: Stroke - 3pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C Bright Red C: 7 M: 98 Y: 85 K: 1 PANTONE 1795 C

91.8mm 91.8mm

15.8mm23.5mm 122.3mm 53.3mm

43.5mm

35.5mm

26.2mm 22.7mm 3.3mm 3.3mm

24.8mm 14.1mm

16mm 10.2mm 6.6mm 2.7mm 4.5mm

10.2mm

Thank you for your contribution. The Salvation Army @TheSalvationArmy +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8The Salvation Army The Spirit of Together The Salvation Army Corporate Identity — 2021 33 Corporate Stationery — E.10

Card

compliment

The

Specifications 45.3mm 26.2mm 8mm

27.4mm 18.8mm 10mm

10mm 26.3mm 35.6mm

81.8mm10.3mm

Front Back

Corporate Communications

14.1mm 27.8mm 68mm 27.8mm

40.3mm

Inter-Office Forms

Form Specifications

The example shown demonstrates the proper office form template for The Salvation Army. The rectangles serves as a visual demonstration. Do not print.

Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Heading: Lexend Regular - 20pt Sentence Case Fluid Element: Pen Stroke - 1pt Grey-scale

15.7mm

10.1mm 5.2mm

30.7mm 23.7mm

Form

The Salvation Army The Spirit of Together

The Salvation Army Corporate Identity — 2021 35 Corporate Communications — F.1.1

16.4mm

196.5mm

156mm

14.1mm 27.8mm 68mm 27.8mm

40.3mm

Inter-Office Forms

Request

The example shown demonstrates the proper template for stationery requests for The Salvation Army.

are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Heading: Lexend Regular - 20pt

Case

Lexend Regular - 10pt

Case

Element: Pen Stroke - 1pt

2.2mm 4mm 4.5mm

30.7mm 5.2mm 2.9mm 4.3mm 4.6mm

The

16.4mm 15.7mm 44.8mm 13.9mm 106mm 18.5mm 13.4mm 13.4mm 78.9mm 75.7mm

Stationery Request

Salvation Army The Spirit of Together CONTACT NAME: DEPARTMENT: PHONE: ACC NO: COLLECTION DATE: COLLECTED BY PROCESSED BY DATE APPROVED: QUANTITY SIGNATURE: COMMENTS: DESCRIPTION TOTAL COST ISSUED OFFICE USE ONLY The Salvation Army Corporate Identity — 2021 36 Corporate Communications — F.1.2

Graphics

Sentence

Body:

Upper

Fluid

Grey-scale Stationery

Specifications

14.1mm 27.8mm 68mm 27.8mm

40.3mm

Inter-Office Forms

The example shown demonstrates the proper timesheet template for The Salvation Army.

Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

30.7mm 5.2mm 10.3mm 6.9mm 9.2mm 4.3mm

Heading: Lexend Regular - 20pt Sentence Case

Body: Lexend Regular - 10pt Upper Case

Fluid Element: Pen Stroke - 1pt Grey-scale

Timesheet Specifications 16.4mm 15.7mm 34.7mm 144mm 21.1mm

The

Timesheet

Salvation Army The Spirit of Together EMPLOYEE NAME: EMPLOYEE NUMBER: DEPARTMENT: SUPERVISOR: DATE CLOCK IN CLOCK OUT REG. HOURS TOTAL HOURS INITIALS The Salvation Army Corporate Identity — 2021 37 Corporate Communications — F.1.3

156mm

Employee Material

The example shown demonstrates the proper ID card

MARK JEAN SENIOR MANAGER

must remain

The

details. Signature must be in the width

Graphics are not to scale. Size: 85.7mm x 53.9mm (3.375in x 2.125in)

Front

PANTONE

Fluid Elements:

the

Front

Name ID Specifications 11.7mm 2mm 6.6mm 4.1mm 4.3mm 4.4mm 16mm 5.4mm 5.2mm 1.5mm

Name:

2mm1.7mm 9mm

1.7mm 3.8mm 2.6mm

9.6mm 4.6mm 7.2mm

6.3mm40.9mm5.3mm

10.5mm

26.2mm 22.4mm 41mm

24.1mm 22.4mm

TORONTO, ON EMPLOYEE ID: 214124342 The Salvation Army The Spirit of Together Date of Issue: 04/04/2021 EMPLOYEE ID: 214124342 IF FOUND PLEASE CALL: 1-800-555-1234 The Salvation Army Corporate Identity — 2021 38 Corporate Communications — F.2

layout for employees.

layout

consistent with exception to employee

ID display photo.

Background: Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51

303 C

Stroke - 1pt Tan White C: 2 M: 2 Y: 10 K: 0 PANTONE 7401 C

Exo Bold - 12pt Uppercase

Back Role: Exo Regular - 8pt Uppercase Location, Employee ID: Lexend Regular, Bold - 6pt Upper Case, Sentence Case Back Body: Lexend Regular - 6pt Upper Case

Technical Manuals

25.5mm

The example shown demonstrates the cover page layout of the Technical Manual. The cover should not be modified with the exception of the version number being updated following added material. Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Manual Specifications 40.5mm 35.9mm 18.7mm 44.9mm

Heading: Lexend Regular - 30pt Sentence Case Sub-heading: Lexend Regular - 14pt

Fluid Element: Pen Stroke - 1pt

Red C: 7 M: 98 Y: 85

PANTONE 1795 C

Navy Blue C: 97 M: 89

PANTONE 303 C

13.8mm 11.9mm 107.2mm

Technical Manual

89.4mm26.8mm

68mm44.1mm 62.6mm 57.8mm 21.5mm 5.8mm 8.4mm

The Salvation Army Corporate Identity — 2021 39

Version 1.0 The Salvation Army The Spirit of Together Corporate Communications — F.3

Bright

K: 1

Door Frame Salvation

K: 51

Proposal Cover & Pages

Proposal Cover Specifications

The example

are not to

Size: 210mm x 297mm (8.27in x 11.7in)

Heading: Exo

Information:

Element:

14.1mm 12.6mm

20.6mm 6.5mm 6.5mm 3.3mm 146.8mm

30.7mm 23.6mm

Proposal

2.8mm 2.8mm 2.8mm 4.8mm 4.8mm

23mm 14.1mm 27.8mm 68mm 27.8mm 96.7mm35.6mm

3mm

The Salvation Army Corporate Identity — 2021 40

The Salvation Army The Spirit of Together @TheSalvationArmy The Salvation Army +1 (416) 555-1234 info@salvationarmy.com 20 Yorkwoods Gate, North York, ON M3N 1J8 Company Name Street Address City, Province/State, Postal Code Country Corporate Communications — F.4.1

shown demonstrates the proposal cover layout for The Salvation Army. Company details should be applied based on the layout. Graphics

scale.

Bold - 40pt Sentence Case Company

Lexend Regular - 10pt Sentence Case Fluid

Pen Stroke - 1pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

16.4mm

32mm

3mm

Proposal Cover & Pages

elements in the banner should be different throughout the proposal and compliment the context of the page.

Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Heading: Exo Regular - 40pt Sentence Case

Sub-Heading: Lexend Regular - 20pt Sentence Case Body: Lexend Regular - 10pt

Banner Background: Salvation Navy Blue

97 M: 89 Y: 44 K: 51 PANTONE 303 C

Fluid Element: Pen Stroke - 1pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

Pen Stroke - 1pt Tan White C: 2 M: 2 Y: 10 K: 0 PANTONE 7401 C

10.7mm 14.8mm 13.8mm 10.4mm

5.4mm

20.6mm 42.7mm 14.6mm 10.8mm 10.8mm

The Goal

How We Will Work Together to Find a Solution

1. Recognition

2. Review

23mm 23mm 33.1mm

11.6mm

nisl 3. Proposal Bibendum ut tristique et egestas. Convallis a cras semper auctor neque. Et tortor at risus viverra adipiscing at in tellus integer Adipiscing diam donec adipiscing tristique risus nec feugiat in. Vitae proin sagittis nisl 3. Final Product

The Salvation Army Corporate Identity — 2021 41 Corporate Communications — F.4.2

The example shown demonstrates a the general layout for the proposal pages. Fluid

Page Specifications 11.5mm

5.4mm 30.7mm 28mm 25.5mm 35.2mm 31.8mm82.8mm 72.3mm 72.3mm 7.2mm 27.8mm27.8mm

Photography

Application + Usage

Capturing The Identity

The photography used in collateral materials should represent The Salvation Army’s values. Establishing the ability to shine the light in making an effort towards change should be reflected through these images. Finding the best example contributes to the inspiration and clear output of creating a reality out of a vision.

Suggested subjects should surround positive group actions in a diversified environment, compassion, and generosity. Other images can include genuine positive emotions to relate to on behalf of The Salvation Army.

Images can be full colour or applied with duotone filters using a combination of the branded primary and secondary colours.

The Salvation Army Corporate Identity — 2021 43 Photography — G.1

Application + Usage

Incorrect

The Salvation Army Corporate Identity — 2021 44 Photography — G.2

The following are examples of incorrect application and usage of photography that should not be practiced. With exception to the duotone effect, any adjustments or distortion to the imagery are not permitted. Any image that is low quality or unrecognizable is not permitted for use. All photos should have a positive message to it.

Usage DO NOT use photos with a negative attachment DO NOT crop subject out of frame DO NOT exaggerate photo edits DO NOT use vulnerable images to create a sense of pity DO NOT place image at an inappropiate orientation DO NOT apply any stylized filters DO NOT stretch images out of proportion DO NOT apply duotone effect inappriopiately DO NOT change the opacity

Corporate Applications

Marketing Materials

Poster

The example demonstrates usage of brand assets in a poster format but is not limited to the attributes shown in the design as long as it remains within the guidelines.

Graphics are not to scale.

Size: 210mm x 297mm (8.27in x 11.7in)

Heading: Exo Regular, Bold - 20pt Sentence Case

Background: Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51

PANTONE 303 C

Fluid Element: Pen Stroke - 1pt Bright Red C: 7 M: 98 Y: 85 K: 1

PANTONE 1795 C

Tan White C: 2 M: 2 Y: 10 K: 0

PANTONE 7401 C

1% of

make

the diﬀerence we

is through donations. 99% is through

The Spirit of Together

The

Salvation

Army The Spirit of Together The Salvation Army Corporate Identity — 2021 46 Corporate Applications — H.1

Internet Banners

Banner Specifications

The example demonstrates application of brand assets in a internet banner format but is not limited to the attributes shown in the design as long as it remains within the guidelines.

Graphics are not to scale.

Size: 1160px x 350px

Heading: Exo Regular, Bold - 25pt, 20pt Sentence

Tan White C: 2 M: 2 Y: 10 K:

PANTONE

Background: Salvation Navy

C: 97 M: 89 Y:

PANTONE

Fluid Element: Pen Stroke - 1pt Gold

C: 3 M: 10 Y:

PANTONE

Corporate Applications

Interested

The Salvation Army Corporate Identity — 2021 47

— H.2

Case

7401 C

Blue

303 C

Yellow

106 C

in volunteering in our food banks? Click here for more inf The Salvation Army Interested in volunteering in our food banks? Click here for more info

Corporate Applications

Uniforms

Uniform Specifications

The example demonstrates the application of branding on the uniform. On-site managerial roles should look towards the polo-collar t-shirt whereas volunteers are issued a white t-shirt with the Salvation Army symbol. Graphics are not to scale.

The Salvation Army Corporate Identity — 2021 48

— H.3

Corporate

Vehicle Decal Applications

Vehicle Decal Concepts

The example demonstrates application of brand assets on vehicle decal.

Graphics are not to scale.

Pickup

Heading: Exo Bold - 25pt Sentence Case

Fluid Element: Stroke - 1pt Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51

PANTONE 303 C

Trailer Background: Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C

Fluid Element: Stroke - 1pt Tan White C: 2 M: 2 Y: 10 K: 0

PANTONE 7401 C

Bright Red C: 7 M: 98 Y: 85 K: 1 PANTONE 1795 C

The Salvation Army Corporate Identity — 2021 49

Applications — H.4

Advertising

Billboard Concept

The example demonstrates application of brand assets on a billboard. Advertising is open to any platform if it seems appropiate to promote with. Ensure legibility across all designs.

Graphics are not to scale.

Heading: Exo Bold - 52pt Sentence Case Background: Salvation Navy Blue C: 97 M: 89 Y: 44 K: 51 PANTONE 303 C Fluid Element: Stroke - 1pt Tan White C: 2 M: 2 Y: 10 K: 0 PANTONE 7401 C

The Spirit

Together

The Salvation Army The Spirit of Together

The Salvation Army Corporate Identity — 2021 50 Corporate Applications — H.5

Paper

Corporate Paper + Promotional Paper

Corporate Usage

Corporate Stationery should be printed on 20lb for corporate usage on white paper stock. Proposals or technical manuals may use a card stock that has a heavier basic weight in the range of 65-80lb for formal presentation.

Promotional Usage

When printing, to embrace sustainability in our environment, printing must be on recycled paper, especially when printing in high quantities. The paper should be a tone of a bright white that is 20lb.

On formal occasions recycled heavier paper in the range of 65-80lb stocks applies.

When sourcing printing mediums for marketing and promotion purposes such as posters from a third-party printing source, decide on the most resourceful solution to promote eco-friendly printing.

The Salvation Army strives to reduce paper usage by using electonic marketing when it is suitable.

The Salvation Army Corporate Identity — 2021 52 Paper I.1