T H E B R A N D S TA ND A R D S G U ID E FO R S A LV O B Y C A N D I C E TA NU FA L L 2 0 1 1 / / GR 604 // NATU RE O F I D ENTI TY I N S T R U C TO R / / H U NTER WI MMER AND G ASTO N YAG MO U RI AN P R I N T E D I N S AN FRANCI SCO, CA B O U N D B Y T H E K EY, OAK LAND, CA
We started as
THE TRADITION OF HAVING MUSICIANS AVAILABLE CONTINUED AND EVENTUALLY GREW INTO STANDARD BRASS BANDS. THESE ARE STILL SEEN IN PUBLIC AT ARMY CAMPAIGNS, AS WELL AS AT OTHER FESTIVALS, PARADES AND AT CHRISTMAS.
A SAN FRANCISCO SALVATION ARMY CAPTAIN STARTED THE FIRST KETTLE FUNDRAISING DRIVE IN 1891 AND BY 1897, IT HELPED PROVIDE CHRISTMAS MEALS TO MORE THAN 100,000 PEOPLE.
DOING THE MOST GOOD THAT WE CAN WITH WHATEVER RESOURCES WE ARE ENTRUSTED WITH
THE SALVATION ARMY IS RUN BY “OFFICERS” WHO, AS A CONDITION OF THEIR LEADERSHIP POSITIONS, VOW TO REFRAIN FROM ALCOHOL AND TOBACCO AND ONLY MARRY OTHER OFFICERS SO THEY CAN DEVOTE NEARLY THEIR ENTIRE PERSONAL AND PROFESSIONAL LIVES TO THE ORGANIZATION.
AN EXTREMELY TALENTED PRINT ADVERTISING CAMPAIGN BY THE SALVATION ARMY, PRESENTING AN EMOTIONAL PROVOKING PICTURES. THE ADVERTISEMENT HAS SMARTLY PRESENTED THE HARDSHIPS OF HOMELESS AND UNDERPRIVILEGED PEOPLE.
THE SALVATION ARMY, AN INTERNATIONAL MOVEMENT, IS AN EVANGELICAL PART OF THE UNIVERSAL CHRISTIAN CHURCH. ITS MESSAGE IS BASED ON THE BIBLE. ITS MINISTRY IS MOTIVATED BY THE LOVE OF GOD. ITS MISSION IS TO PREACH THE GOSPEL OF JESUS CHRIST AND TO MEET HUMAN NEEDS IN HIS NAME WITHOUT DISCRIMINATION.
WHO WE WERE // HISTORY // THE FOUNDER // MOTHER OF THE ARMY // OUR HISTORY // THE PATH // OLD LOGOS // THE PAST
T H E F O U N D ER S
Who we were
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THE FOUNDER WILLIAM BOOTH APRIL 10, 1829 – AUGUST 20, 1912 He was a Br i t i s h Me t ho di s t pr e a c he r w h o f o u n d e d The Salvation Army and became its first General. The Christian movement with a quasi-military structure and government founded in 1865 has spread from London, England to many parts of the world and is known for being one of the largest distributors of humanitarian aid. William Booth was born in Sneinton, Nottingham, England, the only son of four surviving children born to Samuel Booth and Mary Moss. Booth’s father was wealthy by the standards of the time, but during his childhood, as a result of bad investments, the family descended into poverty and his father became an alcoholic. In 1842, Samuel Booth, who by then was bankrupt, could no longer afford his son’s school fees, and 13-year-old William Booth was apprenticed to a pawnbroker. Samuel Booth died later that same year. Two years into his apprenticeship Booth was converted to ‘salvation’ and Methodism. He then read extensively and trained himself in writing and in speech, becoming a Methodist lay preacher. Booth was encouraged to be an evangelist primarily through his best friend, Will Sansom. Sansom and Booth both began in the 1840s to preach to the poor and the “sinners” of Nottingham, and Booth would probably have remained as Sansom’s partner in his
new “Mission” ministry, as Sansom titled it, had Sansom not died of tuberculosis, in 1848. Though Booth became a prominent Methodist evangelist, he was unhappy that the annual conference of the denomination kept assigning him to a pastorate, the duties of which he had to neglect to respond to the frequent requests that he do evangelistic campaigns. At the Liverpool conference in 1861, after having spent three years at Gateshead, his request to be freed for evangelism full-time was refused yet again, and Booth resigned from the ministry of the Methodist New Connexion. Soon he was barred from campaigning in Methodist congregations, so he became an independent evangelist. His doctrine remained much the same, though; he preached that eternal punishment was the fate of those who do not believe the Gospel of Jesus Christ and the necessity of repentance from sin, and the promise of holiness. He taught that this belief would manifest itself in a life of love for God and mankind. Eventually, the Booths’ children became involved in the ministry. William then became the leader of the Salvation Army.
THE SALVAT I ON AR MY
M O T H E R O F TH E A R M Y
MOTHER OF THE ARMY CATHERINE BOOTH JANUARY 17, 1829 – OCTOBER 4, 1890 Catherine Booth was born at Ashbourne in Derbyshire, England. Her mother, Sarah (nee Milward), was married to John Mumford, a former Methodist lay preacher who for a time lost his faith and turned to drink, before returning to the fold. Sh e was bo r n Ca t he r i ne Mum f o r d i n As h b o u r n e , Derbyshire, England, the daughter of John Mumford and Sarah Milward. Her father was a coach builder. Her family later moved to Boston, Lincolnshire, and later lived in Brixton, London. From an early age, Catherine was a serious and sensitive girl. She had a strong Christian upbringing, even going so far as to read her Bible through eight times before the age of 12. At age 14, she was seriously ill and spent a great deal of time in bed. She kept herself busy, however, and was especially concerned about the problems of alcohol. She wrote articles for a temperance magazine, which encouraged people not to drink. Catherine was a member of the local Band of Hope and a supporter of the national Temperance Society. She met William Booth, a Methodist minister, when he came to preach at her church in 1852. They soon fell in love and became engaged. During their three year engagement, Catherine constantly wrote letters of encouragement to William as he performed the tiring work of a preacher. They were married on 16 June 1855 at Stockwell Green Congregational Church in London. Their wedding was very simple, as they wanted to use their time and money for his ministry. Even on their honeymoon, William was asked to speak at meetings. Together they accepted this challenge. Catherine began to be more active in the work of the church at Brighouse. Though she was extremely nervous, she enjoyed working with young people and found the courage to speak in children’s meetings.
Who we were
At that time, it was unheard of for women to speak in adult meetings. She was convinced that women had an equal right to speak, however, and when the opportunity was given for public testimony at Gateshead, she went forward. It was the beginning of a tremendous ministry, as people were greatly challenged by her preaching. She also spoke to people in their homes, especially to alcoholics, whom she helped to make a new start in life. Often she held cottage meetings for converts. They began the work of The Christian Mission in 1865. William preached to the poor and ragged and Catherine spoke to the wealthy, gaining support for their financially demanding ministry. She eventually began to hold her own campaigns. When the name was changed in 1878 to The Salvation Army and William Booth became known as the General, Catherine became known as the Mother of the Army. She was behind many of the changes in the new organization, designing the flag and bonnets for the ladies, and contributed to the Army’s ideas on many important issues and matters of belief. Catherine Booth died at age 61 in Clacton-on-Sea at Crossley house; subsequently the house was donated t o p e o p l e w i t h l e a r n i n g d i sa b i l i t i e s, a n d p r ovid ed many summer holidays, until being sold to property developers in 2005. The Booths had rented a small villa in sight of the sea that she loved, and on 4 October 1890 she died in her husband’s arms with her family around her. She is interred with her husband in Abney Park Cemetery, London.
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THE SALVAT I ON AR MY
O U R H I S T ORY
OUR HISTORY The name The Salvation Army developed from an incident in May 1878. William Booth was dictating a letter to his secretary George Scott Railton and said, “We are a volunteer army.” Bramwell Booth heard his father and said, “Volunteer, I’m no volunteer, I’m a regular!” Railton was instructed to cross out the word “volunteer” and substitute the word “salvation”. [7] The Salvation Army was modelled after the military, with its own flag (or colours) and its own music, often with Christian words to popular and folkloric tunes sung in the pubs. Booth and the other soldiers in “God’s Army” would wear the Army’s own uniform, ‘putting on the armour,’ for meetings and ministry work. He became the “General” and his other ministers were given appropriate ranks as “officers”. Other members became “soldiers”. Though the early years were lean ones, with the need of money to help the needy an ever growing issue, Booth and The Salvation Army persevered. In the early 1880s, operations were extended to other countries, notably the United States, France, Switzerland, Sweden and others, including to most of the countries of the British Empire: Australia, Canada, India, South Africa, New Zealand, Jamaica, etc. Often the beginnings in other countries occurred through “salvationist” activities by non-officers who had emigrated. With some initial success they would contact London to ‘send officers.’ In other cases, like in Argentina, a non-salvationist told Booth that there were thousands of British people there who needed salvation. The four officers sent in 1890 found that those British were scattered all over the pampas. But the missionaries started ministry in Spanish and the work spread throughout the country - initially following the rail-road development, since the British in charge of building the rail-roads were usually sympathetic to the movement. During his lifetime, William Booth established Army work in 58 countries and colonies, travelling extensively and holding, “salvation meetings.” Booth regularly published a magazine and was the author of a number of books; he also composed several songs. His book In Darkest England and the Way Out not only became a best-seller after its 1890 release, it set the foundation for the Army’s modern social welfare schemes. It compared what was considered “civilized” England with “Darkest Africa” - a land then considered poor and backward. What Booth suggested was that much of London and greater England after the Industrial Revolution was not better off in the quality of life than those in the underdeveloped world.
Who we were
27
T H E S A LVATIO N A RMY
T H E PAT H
Who we were
1865
1878
1880
The Salvat ion Ar m y was founded in London’s Eas t End by one t im e Met hodis t m inis t er William Boot h and his wife, Cat her ine.
T he na m e T he Sa l v a t io n A r m y wa s de v e l o pe d.
The Salvation Army started its work in three other countries: Australia, Ireland, and the United States
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1891
1992
Captain Joseph M c F e e was raising funds for a soup kitchen and s h e l t e r i n t h e S a n Francisco waterfront district, c1892-94. He thought of the idea o f h a n g i n g a l a r g e cooking pot on a tripod and put a sign over it: “Keep the pot boiling�. So, the first Salvation Army collecting kettle came into being.
Opening of new USA National Headquartersbuilding.
2003 The Salvation Army celebrates the 125th anniversary of receiving its present name.
THE PATH
THE SALVAT I ON AR MY
OLD LOGOS
1 . THE FLAG THE SALVATION ARMY FLAG IS A SYMBOL OF THE
2. T H E C R E S T I S T H E O L D E S T O F F I C I A L E M B L E M O F T H E
ARMY’S WAR AGAINST SIN AND SOCIAL EVILS. THE RED ON THE
S A LVAT I O N A R M Y.
FLAG SYMBOLIZES THE BLOOD SHED BY JESUS CHRIST, THE YELLOW
I N 1 8 7 8 C A P TA I N W. H . E B D O N S U G G E S T E D A C R E S T, A N D I N 1 8 7 9
FOR THE FIRE OF THE HOLY SPIRIT AND THE BLUE FOR THE PURITY OF
I T WA S T O B E F O U N D O N T H E L E T T E R H E A D O F T H E S A LVAT I O N
GOD THE FATHER.
A R M Y H E A D Q U A R T E R S . T H E C A P TA I N ’ S S U G G E S T E D D E S I G N WA S
THE STAR CONTAINS THE SALVATION ARMY’S WAR CRY, ‘BLOOD AND FIRE’. THIS DESCRIBES THE BLOOD OF JESUS SHED ON THE CROSS TO SAVE ALL PEOPLE AND THE FIRE OF THE HOLY SPIRIT WHICH PURIFIES BELIEVERS. THE FLAG PRECEDES OUTDOOR ACTIVITIES SUCH AS A MARCH OF WITNESS. IT IS USED IN CEREMONIES SUCH AS THE DEDICATION OF CHILDREN AND THE SWEARING-IN OF SOLDIERS. IT IS SOMETIMES PLACED ON THE COFFIN AT THE FUNERAL OF A SALVATIONIST. THE SALVATION ARMY TERM USED TO DESCRIBE THE DEATH OF A SALVATIONIST IS THAT OF THE DECEASED BEING “PROMOTED TO GLORY”.
Who we were
C H A N G E D O N LY S L I G H T LY A N D A C R O W N WA S A D D E D . T H E M E A N I N G O F T H E C R E S T: THE CROSS: THE CROSS OF THE LORD JESUS CHRIST T H E “ S ” : S A LVAT I O N F R O M S I N T H R O U G H J E S U S THE RAY ON THE OUTSIDE OF THE CIRCLE: THE FIRE OF THE HOLY SPIRIT THE DOTS: THE TRUTH OF THE GOSPEL T H E S W O R D S : S P I R I T U A L WA R FA R E “ B L O O D A N D F I R E ” : T H E B L O O D W H I C H WA S S H E D B Y J E S U S F O R O U R S I N S A N D T H E F I R E O F T H E H O LY S P I R I T
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3 . THE RED SHIELD HAS ITS ORIGINS IN SALVATION ARMY WORK DURING WARTIMES. AT THE END OF THE 19TH CENTURY, STAFF-CAPTAIN MARY MURRAY WAS SENT BY WILLIAM BOOTH TO SUPPORT BRITISH TROOPS SERVING IN THE BOER WAR IN SOUTH AFRICA. THEN, IN 1901, THIS SAME OFFICER WAS GIVEN THE TASK OF ESTABLISHING THE NAVAL AND MILITARY LEAGUE, THE FORERUNNER OF THE RED SHIELD SERVICES. SALVATION ARMY OFFICERS SERVING IN THE RED SHIELD SERVICES IN WARTIME PERFORMED MANY FUNCTIONS. THE DOUGHNUT GIRLS OF WORLD WAR I ARE AN EARLY EXAMPLE, SERVING REFRESHMENTS TO TROOPS IN THE TRENCHES. THEY ALSO PROVIDED FIRST AID STATIONS, AMBULANCES, CHAPLAINCY, SOCIAL CLUBS, CHRISTIAN WORSHIP AND OTHER FRONTLINE SERVICES. THIS SYMBOL IS STILL USED IN BLUE SHIELD SERVICES THAT SERVE THE BRITISH ARMED FORCES BUT IT IS WIDELY USED AS A SIMPLE, MORE READILY IDENTIFIABLE SYMBOL IN MANY SALVATION ARMY SETTINGS. IT IS COMMON TO SEE THE RED SHIELD USED ON CASUAL SALVATION ARMY UNIFORM.
THE SALVAT I ON AR MY
T H E PA S T
T HE PA S T
TRADITIONAL AND AGED
Who we were
37
THE SALVAT I ON AR MY
T H E B R A N D S TA NDARD S G U I D E FO R SALVO B Y CA N D I C E TANU FA L L 2 0 1 1 / / GR 604 // NATU RE O F I D ENTI TY I N S T R U C TO R / / H U NTER WI MMER AND G ASTO N YAG MO U RI AN P R I N T E D I N S AN FRANCI SCO, CA B O U N D B Y T H E K EY, OAK LAND, CA
We have become
WE BELIEVE IN
BRINGING THE COMMUNITY TOGETHER TO LEND A HELPING HAND AND GIVE THOSE IN NEED ANOTHER CHANCE IN LIFE
WHO WE ARE // THE PRESENT // THE PEOPLE // WHAT’S IN A NAME // NEW MARK
T H E P R E S E NT
THE NOW
MODERN AND YOUNG
Who we are
11
S ALV O
THE PEOPLE
THE PEOPLE The new name comes with a new vision and a new people of Salvo. The people are those who believe other need another chance and a helping hand. The people consists of those who are young and enthusiastic ab ou t g iv i ng pe o ple i n ne e d a no t he r c han c e . T h e young generation nowadays are more involved with the community, it is not only the older generation. The people of Salvo also consists of those who need the help. The helpless are an important part of Salvo. They need to be noticed and not ignored. They are the reason this organization exists. The people whether they are the chance givers or the needy complete the circle of helping and being helped, of needing a chance and chance giving.
Who we are
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SAM, THE WORLD TRAVELER
// // // // // // //
Y O U N G , S I N G LE M A N C O LLEG E G R A D U ATE LO V ES TO TR AV EL TO TH I R D W O R LD C O U N TR I ES JO U R N A LI S T LO V ES TO C O LLEC T TH I N G S FR O M TH E C O U N TRI ES H E VI SI TED FR EELA N C E PH O TO G R A PH ER A C TI V E I N TH E G R EEN M O V EM EN T A N D FO LLO WS TH E 4 R’ S
S ALV O
THE PEOPLE
SARAH, THE COLLEGE STUDENT
// // // // // // //
A SENIO R IN C OL L E GE CH EERL EADE R F OR T HE B AS K E T B AL L C OL L EG E TEA M ACTIVE IN S C HOOL AC T IV IT IE S ACTIVE IN L OC AL C OM M UNIT Y E V E NT S STU DIES L AW WANTS T O E V E NT UAL LY C R E AT E A NON- P RO FI T O R G A N I ZATI O N L OVES TO DONAT E HE R OL D C L OT HE S AND FU R N I TU R E
Who we are
15
MICHAEL, THE BUSINESSMAN
// // // // // //
H A S A S TAY AT H O M E W I FE A N D S EV EN C H I LD REN TR AV ELS A LO T FO R B U S I N ES S A LO C A L S U N D AY S C H O O L TEA C H ER LO V ES TO TEA C H H I S C H I LD R EN A B O U T H O W TO G I VE BA CK LO V ES TO S PEN D TI M E W I TH H I S FA M I LY W H EN H E’ S H O ME A D EV O U T C H R I S TI A N
S ALV O
THE PEOPLE
GEORGE, THE HOMELESS MAN
// // // // // // //
A VIETNAM VETERAN HAS BEEN HOMELESS FOR 20 YEARS LIKES TO GO THROUGH TRASH CANS TO LOOK FOR VALUABLE THINGS LINES UP FOR FREE SHELTER EVERYDAY HAS TWO CHILDREN THAT HE DOESN’T KEEP IN CONTACT RELIES ON CHARITY ORGANIZATION FOR NEW CLOTHES, FOOD, AND SHELTER AN ALCOHOLIC
Who we are
17
GRANDMA RUTH, THE SENIOR CITIZEN
// // // // // //
A WIDOW LIVES IN A NURSING HOME LOVES TO KNIT AND MAKE THINGS HERSELF DOES NOT LIKE TO THROW THINGS AWAY HAS ALZHEIMERS HAS 7 CHILDREN, AND 25 GRAND CHILDREN, AND 5 GREAT GRANDCHILDREN
S ALV O
W H AT ’ S I N A NA M E
What’s in a name
Who we are
19
SALVO S A L · V O [ S A L-VO H ] N O U N , P L U RA L -VO S, -VO ES. 1 . A S I M U LTA N EO U S O R SU CCESSIVE D ISCH A RG E O F ARTI LLERY, BOMBS, ETC. 2 . A R O U N D O F FIRE G IVEN A S A SA LU TE. 3 . A R O U N D O F CH EERS O R A PPLA U SE.
Salvo h as be e n k no w n a s a n a f f e c t i o na t e n i c k n a m e for Salvat i o n Ar m y t ha t i s m o s t ly us e d i n A u st r a l i a an d have o nly be e n us e d s pa r i ngly he r e i n t h e U n i t e d States. wi t h i nt r o duc i ng a “ ne w ” na m e , t h e n e w m i ssion and v i s i o n o f t he di r e c t i o n w hi c h t h i s o r g a n i za t i o n is h eadin g c a n be c a r r i e d o ut m o r e s uc c e ssf u l l y a n d efficien tly. Sa lv o i s m o de r n, y o ung, a nd f o r w a r d . S a l v o isn’t so fa r f e t c he d a s a t o t a lly br a nd ne w n a m e t h a t the aud ie nc e c o uld ge t c o nf us e d o f w ha t i t i s, b u t si n c e it h as bee n pr e t t y w e ll k no w n i nt e r na t i o n a l l y a n d a f e w peop le alr e a dy k no w a nd us e i t a s a ni c kn a m e , i t ’s a n ap propria t e “ ne w ” na m e f o r t he ne w Sa l v a t i o n A r m y.
S ALV O
NEW MARK
NEW MARK
The new brandmark is derived and inspired largely by the latest mark which included the signature shield. The goal was to bring the organization to become a more modern and forward organization. The new mark is the first step to what the new Salvation Army will look like in the future and to represent the new name, Salvo. Our new approach is consistent with the mission of this organization. The shield is still visible but not obvious. The shapes which creates a shield look a like gives a m o r e m o de r n lo o k c o m pa r e d t o t h e c u r r e n t ag ing brandmark. The modern shield symbolizes the new approach of bringing a new generation of helpers to help give those who are in need another chance in life.
Who we are
21
S ALV O
NEW MARK
SIGNATURE CLEAR SPACE Logo mark needs to follow the following space measurem e nt s w he n c o m bi ne d w i t h i m ag e s a n d / o r writing . I t i s i m po r t a nt t o f o llo w t he guid e l i n e s i n ord er to k e e p a c o ns i s t e nt v i s ua l r e pr e s en t a t i o n . Th e X repr e s e nt s a c le a r s pa c e w hi c h s h o u l d n o t b e intersected or intruded by other graphic object or t y p e .
F o r t h e b e st v i si b i l i t y a n d i m p a c t , i t ’s i m p o r t an t t o h a v e ‘ c l e a r sp a c e ’ a r o u n d t h e m a r k . T h e m i n im u m c l e a r a r e a i s sh o w n b e l o w. T h e ‘ c l e a r sp a c e ’ n eed s t o b e m a i n t a i n e d i n o r d e r t o u se t h e m a r k t o it s fu l l p o t e n t i a l a n d t o k e e p i t c l e a r f r o m a n y n o i se .
X
3X
7X
X
Who we are
9X
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ALTERNATIVE VERSIONS TITLE ONLY Logo mark may be used as title only like the following examples. However, shape may not be used by itself, it needs to be accompanied with title together. The color is to add flexibility for the use of title only mark. The only two colors may be used are as following
WEB AND PRINT WITH BACKGROUND COLOR AND REVERSED ONLY The mark may also be used with the following combination. Either with solid background color or outlines only. The two variation is the only variation allowed to be used.
S ALV O
NEW MARK
WEB AND PRINT
The following are examples of using the mark a c c o m p a n i e d with ph ot o gr a phs / i m a ge s t ha t ha s be e n a p p r o v e d b y the organi z a t i o n. Lo go m a r k m us t a lw a y s a p p e a r c l e a r l y when com bi ne d w i t h i m a ge r y. Alw a y s ap p l y t h e c l e a r space mea s ur e m e nt s . So li d lo go m a r k wi t h t h e c o l o r combin at i o n v a r i a t i o ns li k e t he e x a m ple b e l o w a r e on ly mark a llo w e d t o be us e d w he n a c c o m p a n i e d w i t h ph otographs / i m a ge s .
We are
25
WHAT NOT TO DO
D O N O T S T R E T C H , D I S T O RT O R VA RY T H E M A R K
DO NOT USE OTHER C O L O R S O T H E R T H AN S P E C I F I E D I N T H I S MA N U A L
D O N O T A P P LY PAT T E R N O R TEXTURE TO THE MARK
DO NOT USE TWO-COLOR COMBINATIONS OTHER THAN SPECIFIED IN THIS MANUAL
DO NOT CHANGE THE C O N F I G U R AT I O N O F THE MARK
D O N O T A D D G R A D I EN T TO THE MARK
S ALV O
NEW MARK
GRAPHICS Th e use o f pa r t s o f t he lo go m a y be us e d a s g r a p h i c s elemen ts. The a ppr o v e d gr a phi c s a r e s h o w n b e l o w. Th e word m a r k m a y no t be us e d a s a gr a p h i c e l e m e n t , on ly parts o f t he s ha r p li ne s f r o m t he s h i e l d m a y b e used as gr a phi c e le m e nt s . The gr a phi c el e m e n t sh o u l d on ly be u s e d s pa r i ngly. Th e graph i c e le m e nt s s ho uld be us e d o n a l l m a r k e t i n g and public relations material like website, print materials, bus i ne s s c o lla t e r a ls .
Who we are
27
S ALV O
NEW MARK
TYPOGRAPHY Un ivers LT St d i s t he pr e f e r r e d typeface for all publications, signage, advertisements, forms and stationery. This classic sans serif type family is available in four weights: 39 Thin Ultra Condensed, 45 Light, 45 Light Oblique, 67 Bold Condensed.
39 Thin Ultra Condensed
Se r i f a S t d . i s a se r i f t y p e f a c e t h a t c a n b e u se d f o r t e x t , c a p t i o n s, c h a r t s, g r a p h s o r o t h e r sh o r t t e x t . It is available in Light, Light Italic, Ro m a n , I t a l i c , B o l d , B l a c k .
Ty p o g r a p h y i s a n i m p o r t a n t e l e m e n t i n k e e p i n g a c o n sist en t v i su a l st a n d a r d s. T h e t y p og r ap h y n e e d s t o b e u se d i n c o n j u ct ion w i t h o t h e r v i su a l e l e m e nt s l ike t h e l o g o m a r k , g r a p h i c s, a n d col or.
45 Light
Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
abcdefghijklmnopqrstuvwxyz
Who we are
12 3 4 5 6 7 8 9 0
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55 Roman
45 Light
Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890
1234567890
S ALV O
NEW MARK
COLOR PALETTE
PRIMARY COLORS Th e prima r y c o lo r pa le t t e i s m a de up PA N T O N E 速 7 4 1 7 U or PANTONE速 1 7 9 M o r PANTONE速 1 7 9 C a n d b l a c k . Both are u s e d i n t he s i gna t ur e . Bo t h c o l o r s r e p r o d u c e consistent ly i n a w i de v a r i e t y o f a ppli c a t i o n s, i n c l u d i n g the web.
SECONDARY COLORS Th e seco nda r y c o lo r pa le t t e m a y be us ed t o h i g h l i g h t informatio n i n br o c hur e s , c ha r t s a nd gr ap h s, a s w e l l a s Web ap pl i c a t i o ns .
Who we are
RED ORANGE PANTONE® 179M PANTONE® 179C PANTONE® 7417U C:0 M:80 Y:90 K:0 R:235 G:85 B:50
GRANITE C:75 M:65 Y:67 K:90 R:65 G:60 B:55
PANTONE® 124 C:0 M:30 Y:10 0 K:5 R:235 G:175 B:15
PANTONE® 7489C C:21 M:25 Y:45 K:0 R:205 G:180 B:145
PANTONE® Warm Gray 4 C:0 M:5 Y:9 K:25 R:70 G:65 B:65
S ALV O
NEW MARK
IDENTITY SYSTEM Salvo also needs a strong visual communication that can be carried through an identity system. General letterhead, envelope, and business cards can help carry out the visual standards that are already set for Salvo. These are to be used as a day to day business transactions.
Who we are
33
S ALV O
ACT AS IF WHAT YOU DO MAKES A DIFFERENCE. IT DOES. —WILLIAM JAMES
BEYOND THE BRAND // NEW DIRECTION // WHAT WE OFFER NOW // EXTENSIONS
N E W D I R E CTIO N
NEW DIRECTION MODERN
american red cross
UNAPPEALING
united way
SALVO
goodwill
good 360
CLEAN
salvation army YMCA
OLD SCHOOL
WHERE THE FUTURE LIES With a ne w na m e c o m e s a ne w v i s i o n a n d d i r e c t i o n . T h e S a l v a t i o n A r m y w a s a d y i n g o r g a n i za t i o n , man y of whom affi li a t e s a nd k no w s o f t he Sa lv a t i o n A r m y i s n o w t h e o l d e r g e n e r a t i o n w h o a r e m o st l y r e t i r e d . Th e n ew Salvation Ar m y, Sa lv o , i s a f r e s h s t a r t t h a t t a r g e t s t h e y o u n g e r g e n e r a t i o n . U n l i k e t h e o l d S a l v a t i o n Ar m y, Salvo will be a m uc h m o r e m o de r n, c le a n e r, f o r w a r d , a n d e n g a g i n g o r g a n i za t i o n . T h e y o u t h c a n b r i n g in a n ew en erg y an d pur po s e t o w ha t t hi s o r ga ni z a t i o n w a s o n c e p a si o n a t e a b o u t .
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YOUNG
SALVO goodwill united way
S TA G N A N T
YMCA
good 360
ENGAGING
american red cross
salvation army
OLD
S ALV O
W H AT W E OFFER NO W
WHAT WE OFFER NOW
The old Salvation Army consists of great things and opportunities to help those in need. They were caring, helpful, and resourceful. However, there are generations and audiences that needs to be reached out that are not being reached. The Salvation Army has always been associated with the older generation. They need to be more forward, modern, young, and clean. Many of the younger generations are now very involved in their communities and want to make this world a better place. Salvo is the new face for these younger generations that want to make a difference, want to give those in need another chance, and want to make the world a better place. Salvo can be the new place and organization that peop le can t ur n t o t o lo o k f o r he lp a nd t o g e t a n o t h e r chance and also a place for those who want to help and to give a chance. Salvo stands for new generation that has a more forward thinking, changing negatives to positives and re-inventing what a non-profit organization could do. In conjuction with our new mission statement, we want to promote that everything in this world can be given a n o t h e r c h a n c e t o b e c o m e s o m e t h i n g b e t t e r, b e i t people or objects. Our mission is to show that this new movement of giving chance is permeated throughout our the brand extensions.
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LOCAL R E U S I N G O B J E C T S A N D S PA C E S T O M A K E S PA C E F O R M O R E G R E E N . CONVERTING UNUSED LAND TO U S E F U L S PA C E S . OFFERING WORKSHOPS AND CLASSES. DELIVERING FOOD TO THOSE IN NEED.
PERSONAL P U R C H A S I N G V I N TA G E C L O T H I N G AT L O C A L S A LV O R E N E WA L S H O P. “ D O N AT E Y O U R C H A N G E ” CREDIT CARD. P U R C H A S I N G S A LV O FURNITURE LINE.
GLOBAL N AT U R A L D I S A S T E R A I D . S U R V I VA L PA C K A G E S T O COUNTRIES IN NEED. D I S PAT C H I N G S E A R C H A N D RESCUE TEAM.
S ALV O
E X T E N S I O NS
BEING GREEN
The BEIN G GREEN m o v e m e nt i s a ne w p r o g r a m t h a t Salvo is pursuing in order to make the environment a better place. In line with our mission statement, Salvo believes in using donated items as another chance to be able to give back to the community. Using donated items like furnitures, we have worked with many environmentalists and volunteers on how to re-use these items and creating a green garden wherever possible.
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S ALV O
E X T E N S I O NS
SALVO RENEWAL Salvo rene w a l s ho ps a r e ge a r e d towards the re-using and remaking d o na t e d c lo t hi ng a r t i c le s as raw ma t e r i a ls t o c r e a t e be t t e r, affordable , a nd w e a r a ble c lo t hi ng that every o ne c o uld buy a nd wear. We e nc o ur a ge lo c a l f a s hi o n design ers o r no t a ble f a s hi o n design ers t o he lp de s i gn a nd create clo t hi ng li ne s e v e r y s e a s o n to be sold by Sa lv o r e ne w a l s ho ps where the pr o c e e ds w i ll go di r e c t ly to Salvo. Th e new Sa lv o r e ne w a l s ho ps w i ll be cleaner, m o de r n, a nd f r e s h in ord er t o e nt i c e m o r e buy e r to bu y ou r pr o duc t s . The ne w look will a ls o e nc o ur a ge y o unge r generations t o s pe nd t he i r m o ne y towards Sa lv o a nd t o gi v e ba c k t o their com m uni t y.
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S ALV O
E X T E N S I O NS
WORKSHOP AND CLASSES Salvo also offers workshops and classes located at various abandoned or unused buildings. These workshops and classes vary from career driven to skill learning workshops. The instructors for these workshops and classes are those volunteers who have experience in their fields. Many are retirees who have been given a chance to teach others and help others get on their feet so they can also have a chance to start new and fresh.
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SALVO WEBSITE
S ALV O
E X T E N S I O NS
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REUSE SPACE The re-using space of abandoned b uild ing s ha v e be c o m e a ne w project that Salvo is leading. These buildings are there for use and the owners are willing to donate their space in order for these buildings to be given a chance to help build other people’s lives. S alvo will us e t he s e bui ldi ngs t o h ave work s ho ps a nd c la s s e s o r t o h ost din ne r s a nd e v e n us e i t a s h omeless s he lt e r s .
S ALV O
E X T E N S I O NS
NATURAL DISASTER KIT
Salvo not only is a domestic organization but an international organization. When other countries are in need of help due to natural disasters or other disasters, Salvo is there to help. Salvo will provide victims of disasters with kits which will i n c l u d e s w a t e r, b l a n k e t s , f o o d , first aid kit, matches, and swiss army knife.
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“DONATE YOUR CHANGE”
S a l v o D O N AT E Y O U R C H A N G E p r o g r a m l e t ’s a n y o n e e n r o l l with their ba nk o f c ho i c e a nd th eir deb i t card of choice. After enrollment, we’ll round up all your debit card purchases to the nearest dollar amount, and t r a n s f e r the difference from your checking account to automatically donate to Salvo.
S ALV O
E X T E N S I O NS
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S ALV O
E X T E N S I O NS
FEED THE NEED Salvo Food Truck is designed to feed the need. The Chefs and workers are on a volunteer basis. The truck will go around neighborhoods and whenever there is a person in need, they are offered food that are prepared fresh and all produce and meat are donated. The idea is to touch as many people as possible. The truck is mobile and can feed many people. Regular people may also purchase food from the Salvo Food Truck, all proceeds will go to Salvo. The truck serves all types of food. The Chefs are always different since they are on a volunteer basis therefore there will be many food variations. Salvo will also bring in known Chefs to volunteer and help raise money if needed by serving more pricier food for a special event like Christmas or Thanksgiving.
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S ALV O
E X T E N S I O NS
CHANCE TEAM Ou r S alvo v o lunt e e r s , a ls o c a lle d the “Chance Team� are those who want to give others a chance. They vary in age and are from different backgrounds. Not only did some of them receive another chance from S alvo, th e y a r e no w r e t ur ni ng t o help give others a chance. They work locally at workshops and classes and many of them are sent to other countries all over the world to help as search and rescue team and as a support group also. Their u nif o r m c o ns i s t s o f w hi t e collared shirt with simple shoes with Salvo logo mark located on shirt pocket. This uniform is simple, clean, yet easily identified.
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S ALV O
WE ARE ALL CREATED EQUALLY, THEREFORE, EVERYONE DESERVES ANOTHER CHANCE