Sneak Peek of the Brand Manual

It’s finally here. Take a sneak peek at the new Brand Manual for British Columbia.

Your Ministry Unit will receive a hard copy and digital version of the complete manual within the next two weeks. You will also find it in our toolkit on the website.

This tool is to help guide us in our journey to One Army-One Mission-One Message.

The Salvation Army Brand Manual Š 2019

The Salvation Army British Columbia Division

Brand Standards Manual 1

MISSION Our mission statement is our statement of purpose – it’s our reason for existing. It is used to guide decisions about our priorities, actions, and responsibilities

The Salvation Army exists to share the love of Jesus Christ, meet human needs and be a transforming influence in the communities of our world.

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VALUES Our values distinguish us from others, and typify the way we work. They embody the qualities and the strengths that various stakeholders attribute to The Salvation Army - the qualities and strengths that lead them to believe in us, and what we do.

There are four core values of our faith – HOPE, SERVICE, DIGNITY and STEWARDSHIP. HOPE: We give hope through the power of the gospel of Jesus Christ.

SERVICE: We reach out to support others without discrimination.

DIGNITY: We respect and value each other, recognizing everyone’s worth.

STEWARDSHIP: We responsibly manage the resources entrusted to us.

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LOGO Our logo is one of our most distinguishing brand elements. It is meant to convey an image of who we are and what we do every time it is seen.

Preferred

Black & White

One Colour

Dark Background

IMPORTANT NOTE: When partnering equally with organizations, our logo should be the same size as the partner organization.

It is only when we a third party or smaller partner that it is acceptable for our logo to appear smaller.

For sponsorship materials our logo should never be smaller than the largest sponsor.

Clear Space

When using the logo, the clear space is “x” on all sides, where “x” equals 0.5” The minimum clear space is recommended for the logo to look its best.

X

X

X

X

Minimum Size

The ideal width of the logo is 1.5"

1.5"

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BRAND PROMISE Our Brand Promise is a statement that lets people know what they can expect from us, not only today, but in the future.

It represents our uniqueness, separates us from our competitors, it is found in the tangible and intangible and is always grounded in our actions.

There are three elements to “Giving Hope Today”. Each of these three words describes the corporate Salvation Army as well as the commitment its individual members have for its mission.

Giving: This element of the brand emphasizes that we are not keeping anything for ourselves. Our time, resources and energy are all offered up as we support others. The implied solicitation for donations is subtle, but nevertheless important.

Hope: This is the promise in all that we do – as we participate in care with others, the opportunity for a better life exists. Hope is a word with edges. It can cut through years of bad habits and poor choices to create a new way of living. It is meant to inspire and motivate – to reflect the reality of changed lives through God’s grace.

Today: This is meant to give constant relevancy to our ministry. The history of our

organization is very important, but it can, at times, muddy the significance of what we are doing right now – in the streets, in worship and in our centres each and every day.

This aspect of the brand is key to keeping The Salvation Army immediately relevant to today’s younger donor base which may be less familiar with the Army’s proud history in Canada and around the world.

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BRAND ASSETS — Stationery

Letterhead for Internal Use

Letterhead for all official written Communication on behalf of The Salvation Army

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