Post on 27-Mar-2020
Brand Charter & Style Guide
Australia Southern Territory
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
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.
The Salvation Army is a unique organisation. Through
dedication to our faith and the delivery of wide-ranging
social services and programmes, we hold an important
place in society. The community recognises our
valued contribution and consistently supports us in
our mission. This recognition is strengthened through
symbols and other elements that form our identity.
To remain connected to the people around us we
must continue to represent The Salvation Army in
a consistent way and ensure our identity continues
to maintain its high level of recognition.
This guide provides some basic standards as to how
we represent The Salvation Army brand. By working
together we can ensure we remain recognised, trusted
and loved by the community around us.
Introduction Our Message 5
Basic Elements 6
Red Shield Logo 6
The Crest 10
Sub-brands 12
Sub-logos 13
Co-branding 13
Typeface 14
Colour Palette 16
Design Elements 18
The Onward 18
Thank God for the Salvos 19
Stationery 21
Mastheads 22
Letterhead 22
Letterhead with Sub-logos 23
With Compliments Slip 23
Business Cards 24
Email Signature 26
Fax Template 26
Envelopes 27
PowerPoint Templates 27
Branding Assistance 28
Legal Implications 28
Territorial Minute 28
You play an important role in sustaining the identity of The Salvation Army
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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.
Our Message
Through representing The Salvation Army brand in a consistent way we
ensure that the core of our mission is communicated at every opportunity.
MissionRaised up by God
our mission is to:
■ Transform lives
■ Care for people
■ Make disciples
■ Reform society
Values■ Human dignity
■ Justice
■ Hope
■ Compassion
■ Community
Our faith and commitment to serving people in need are at the heart of our identity
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VisionOur 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.
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Basic ElementsThere 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 LogoThe 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 Others font.
Should circumstances arise where these guidelines cannot be applied,
please contact the THQ branding team on (03) 8878 2400 or email
branding@aus.salvationarmy.org. Express permission to deviate from
these guidelines may be granted in exceptional circumstances.
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:
■ 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
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UsageThe 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 ZoneTo 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 SizeWhen 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. ☹
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The CrestThe crest logo is an internationally recognised symbol of The Salvation Army. Each aspect is symbolic of the beliefs of Salvationists.
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.
■ 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.
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Sub-brandsSome 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.
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.
Sub-logosThe 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.
Co-brandingIn 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.
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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.
Others 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. Others provides us with consistency in our communications,
adding an additional layer to our brand strength and public recognition.
Where to Use OthersOthers is our primary typeface and where possible should be used
as our everyday typeface of choice. If Others is not available on
your computer contact Helpdesk on 1300 650 095. 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.
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, 2012.
Others OthersOthers OthersOthers OthersOthers Others
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
IMPORTANT: Others 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 Others exclusivity to The Salvation Army.
A key supporting component to a well-recognised logo is the utilisation of a unique typeface
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Colour PaletteColour 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.
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 100M 100Y 0K RGB 255R 0G 0B
HEX# FF0000
CMYK 0C 35M 100Y 0K RGB 231R 177G 25B
HEX# E7B119
CMYK 0C 35M 100Y 0K RGB 231R 177G 25B
HEX# E7B119
CMYK 0C 100M 100Y 0K RGB 255R 0G 0B
HEX# FF0000
CMYK 50C 80M 0Y 0K RGB 124R 72G 138B
HEX# 7C488A
CMYK 10C 15M 20Y 30K RGB 167R 149G 135B
HEX# A79587
CMYK 100C 60M 0Y 0K RGB 31R 82G 157B
HEX# 1F529D
CMYK 0C 64M 100Y 5K RGB 226R 117G 8B
HEX# E27508
CMYK 5C 100M 50Y 25K RGB 144R 23G 14B
HEX# 90170E
CMYK 66C 100M 8Y 25K RGB 81R 31G 95B
HEX# 511F5F
CMYK 5C 0M 0Y 30K RGB 185R 189G 191B
HEX# B9BDBF
CMYK 0C 0M 0Y 0K RGB 255R 255G 255B HEX# FFFFFF
CMYK 0C 0M 0Y 100K RGB 0R 0G 0B HEX# 000000
CMYK 0C 100M 100Y 0K RGB 255R 0G 0B HEX# FF0000
CMYK 75C 10M 0Y 0K RGB 79R 161G 223B HEX# 4FA1DF
CMYK 60C 0M 85Y 0K RGB 98R 208G 72B HEX# 62D048
CMYK 7C 100M 10Y 20K RGB 180R 0G 77B HEX# B4004D
CMYK 100C 60M 0Y 0K RGB 31R 82G 157B HEX# 1F529D
CMYK 80C 0M 90Y 8K RGB 53R 135G 57B HEX# 358739
CMYK 95C 0M 28Y 5K RGB 17R 146G 167B HEX# 1192A7
CMYK 100C 60M 10Y 40K RGB 20R 49G 92B HEX# 14315C
PANTONE 185 Shield Red
PANTONE 130
PANTONE 130
PANTONE 185 Shield Red
PANTONE 258
PANTONE WARM GREY 5
PANTONE 300
PANTONE 1385
PANTONE 187
PANTONE 260
PANTONE COOL GREY 5
WHITE
BLACK
PANTONE 185 Shield Red
PANTONE 299
PANTONE 360
PANTONE 227
PANTONE 300
PANTONE 7739
PANTONE 7711
PANTONE 541
RGB and HEX values are optimised for Windows PC.
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Design Elements
The OnwardThe 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 SalvosThe 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.
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StationeryOur 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
■ Others typeface
The everyday elements of the corporate stationery suite are:
■ Department mastheads
■ Letterhead
■ With compliments slip
■ Business cards
■ Email signature
■ Fax template
■ Envelopes
■ PowerPoint templates
Our engagement with others, be that through formal letters or email, gives us opportunities to enhance The Salvation Army brand
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MastheadsTo 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.
LetterheadThe 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.
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.
Letterhead with Sub-logosThe 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 SlipThe 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.
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Business CardsAs 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
■ Others 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
branding@aus.salvationarmy.org for approval. Business Cards can be ordered from the Territorial Printer.
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Email SignatureEmail 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 email 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
■ Email address
■ Web address for the territorial homepage or
programme/corps landing page.
Fax TemplateAs 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.
EnvelopesSalvation Army envelopes are available
in various sizes with the Red Shield
logo in the top left corner in line
with Australia Post regulations.
PowerPoint TemplatesAvailable in 4:3 and 16:9 formats.
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Branding AssistanceThese 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 03 8878 2400 or email branding@
aus.salvationarmy.org
You can contact the Territorial Printer
on 03 8878 2385.
Legal ImplicationsThe 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.
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