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

→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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