Salvation Army Brand Standards Fall 2018
Contents 1.0
Research & Strategy
1.1
History
1.2
Timeline
1.3
Brand Soul
1.4
Mission
1.5
Competitors
1.6
Audience
1.7
Brand Grids
1.8
Pin Boards
1.9
Repositioning Statement
1.10
New Name
2.0
Logo Development
2.1
Sketches
2.2
Exploration
2.3
Refinement
3.0
Brand Standards
3.1
Stationery
3.2
Intro
3.3
Final Logo
3.4
Brand Colors
3.5
Signature
3.6
Main Logo
3.7
Product Label Logo
3.8
Enlarged Logo Display
3.9
The Shield Suite
3.10
Logo Usage
3.11
Typography
3.12
Applications
3.13
Extensions
3.14
Website
Research & Strategy
1.0 1.0
Research & Strategy
1.1
History
1.2
Timeline
1.3
Brand Soul
1.4
Mission
1.5
Competitors
1.6
Audience
1.7
Brand Grids
1.8
Pin Boards
1.9
Repositioning Statement
1.10
New Name
1.1 Salvation Army History Salvation Army is a Protestant Christian church
in need of help, the same spirit of putting the gos-
and an international charitable organisation struc-
pel into action as in those early days carries on.
tured in a quasi-military fashion. It was in 1878
The Salvation Army was founded in 1865 in London
that The Christian Mission got its present name. William Booth objected to a phrase contained in that year’s annual report: ‘The Christian Mission … is a Volunteer Army.’ By replacing the word ‘volunteer’, The Salvation Army had its new title and with it an inspired metaphor for its role in fighting the injustices of society and in bringing people to understand God. Over time, the organisation gained military-style titles (ministers are ‘officers’, for example) and even uniforms designed to publicly demonstrate a commitment
by one-time Methodist circuit-preacher William Booth and his wife Catherine as the East London Christian Mission, and can trace its origins to the Blind Beggar tavern. In 1878 Booth reorganized the mission, becoming its first General and introducing the military structure which has been retained to the present day. The current international leader of The Salvation Army and chief executive officer is General Brian Peddle, who was elected by the High Council of The Salvation Army on 3 August 2018.
to God. Despite the differences between the Army of today and that of 1865, the organisation continues to be relevant to people and their situations. From weekly worship services, outdoor events, clubs and activities through to responding to disasters and providing practical support to those
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Salvation Army Brand Standards
The Salvation Army Headquarters 1865
The Salvation Army 1865
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1.2 Salvation Army Timeline
The Salvation Army started its work in world.
1865
Booth established a farm colony in Hadleigh.
1883
1880
The Salvation Army; founded in London.
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1906
1891
Australiaestablishment of homes for ex-convicts.
Salvation Army helped in San Francisco earthquake.
Salvation Army Brand Standards
Women’s Ministries division were devoted by Salvation Army.
Donated $365 million for 1.7 million to Hurricane Katrina.
National Salvation Army week was created by Dwight D. Eisenhower.
1917
2001
1954
1907
Women’s Ministries division were devoted by Salvation Army.
2005
The Salvation Army grew rapidly in the late 19th century.
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1.3 Brand Soul
Saving souls.
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1.4 New Brand Mission
Empowering those in Need,
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with compassion.
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1.5 Competitors Direct Competition
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Ancillary Competition
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Future Competition
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1.6 Audience Marty
•
Marty Johnson
•
A Single Guy
•
34 years old
•
150k yearly income
•
Los Angeles, CA
•
Goes to the gym
•
Coaches sports
Marty spends lots of time showing homes and when he is not doing that he is at the YMCA coaching inner city kids basketball. He also consistently frequents the gym and cares for a healthy lifestyle, even though he does not have as much time free time as he used to. He prefers long standing quality over name brand when it comes to his furniture.
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Salvation Army Brand Standards
Bob
•
Bob Mayor
•
The Good Samaritan
•
58 years old
•
100k yearly income
•
Philanthropist
•
Concord, CA
•
Rock Collector
Bob is an investment banker. When he is not in the office he partakes in organized fund raisers for local charities. He and his wife are heavily involved around their community. Bob is practical and doesn’t care for lavish brands or fancy things. He is very basic and sensible. He also collects rocks when he travels. .
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1.6 Audience Julia
•
Julia Riley
•
Small Business Owner
•
28 years old
•
200k combined income
•
Brentwood, CA
•
Auction Bid
•
Wine tasters
Julia owns and runs a small Pool Cleaning Service. They have extra money to spend on the latest styles of clothes. Julia is always buying and re-selling furniture because she thinks change is a good thing. She recently purchased a night stand for her bedroom she shares with fiancé. He is a self proclaimed shopoholic.
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Salvation Army Brand Standards
Kristin
•
Kristin Lott
•
Highschool Teen
•
17 years old
•
No income
•
Daly City, CA
•
Likes to do Art
•
Learning to skate
Kristin is a high school student. She has lots of old clothes in her closet she hoards. She tends to be a little problematic at times but she is very intelligent. Some of her friends are not very good influences so she likes to escape them with art. It’s what keeps her sane in her teens.
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1.6 Audience Joey
•
Joey Graham
•
College Grad
•
25 years old
•
20k yearly income
•
Tempe, AZ
•
Likes to fish
•
Buys lots of shoes
Joey just graduated college. He has had several different apartments and roommates over the years. Many times he throws away his furniture because he does not want to move it to his new place. He leaves his old stuff by the dumpster but he’s sure people pick it up and use it for themselves. He loves the night life and gets up late every time on weekends.
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Salvation Army Brand Standards
Tracy
•
Tracy Atkins
•
Homemaker
•
45 years old
•
40k yearly income
•
Houston, TX
•
Loves vacation
•
Likes to shop
Tracy is best described as a “home-maker,” and with her husband working weekends, she does most things for her family on her own. They have 3 kids. All their kids are all in high school except for their youngest. She is also an elementary school teacher. By the time she gets home from work she is worn down. Tracy also has a closet full of old children’s clothes and her own as well.
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1.7 Brand Grids
The Salvation Army
The Past
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Salvation Army
The Fututre
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1.8 Pin Boards Keywords Transparent TSA reports all their donations and people get to see where it comes from. Inviting TSA makes giving to the needy a very welcoming and inviting experience. Holidays would not be the same without them. Progressive They treat everyone with equal respect. Minimal Design will be minimal so that it does not dominate the actual message of The Salvation Army. Perennial TSA has been around almost 200 hundred years. It has had ups and downs but it somehow withstands opposing forces and just keeps on getting stronger.
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Transparent
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Inviting
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Minimal
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1.9 Repositioning Statement Salvation Army believes in saving souls, especially those who are underprivileged and disadvantaged. We have more to offer than just 2nd hand clothing, but now we are now broadening our mission to empower those in need with compassion. The new Salvation Army will offer educational counselling for all ages, grant and scholarship opportunities, and more holiday soup kitchens where the same kids can help. We will still be there for low income families whether they need 2nd hand clothing or some assistance to a clear path for college.
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Salvation Army Brand Standards
1.10 New Name
Salvation Army
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Logo Development
2.0 2.0
Logo Development
2.1
Sketches
2.2
Exploration
2.3
Refinement
2.1 Ideations Brainstorming
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2.1 Ideations Emblems & Pictorial Marks
Symbolic / Abstract Marks
Typographic marks
Letter-form Marks
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Combinations
Symbolic / Keyword / Pulls
Characters
Shield Variations
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2.2 Exploration Helvetica LT Std Extra Compressed Ultra Compressed
Univers 55 Oblique 59 Ultra Condensed
Bauer Bodoni Std 1 Roman Bold Italic
Eurostile LT Std Bold Condensed Bold Oblique
Helvetica Neue LT Std 67 Medium Condensed 97 Black Condensed
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Salvation Army Brand Standards
Computer Roughs
S/A
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2.3 Refinement
SALVATION ARMY
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SALVATION ARMY
Salvation Army Brand Standards
SALVATION ARMY
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SALVATION ARMY
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Brand Standards
3.0 3.0
Brand Standards
3.1
Stationery
2.2
Intro
3.3
Final Logo
3.4
Brand Colors
3.5
Signature
3.6
Main Logo
3.7
Product Label Logo
3.8
Enlarged Logo Display
3.9
The Shield Suite
3.10
Marketing Merchandise
3.11
Logo Usage
3.12 Typography 3.13 Applications 3.14
Extensions
3.15
Website
3.1 Stationery
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3.2 Introduction The Salvation Army was founded in 1865 in London by one-time Methodist circuit-preacher William Booth and his wife Catherine as the East London Christian Mission, and can trace its origins to the Blind Beggar tavern. It is a Protestant Christian church and an international charitable organisation structured in a quasi-military fashion. It’s long history of fighting the injustices of society and in bringing people to understand God has evolved to empowering more of those in need with compassion. Saving souls is our calling. The need to branch and help the most people as possible is instilled in us. And in that the possibilities are endless just like the paths we help those lead.
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3.3 Final Logo
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Salvation Army Brand Standards
3.4 Brand Colors The Salvation Army brand colors reflect our heritage and will also help as the brand looks to the future. Color balance is extremely important, lead by the primary color palette and supported by the complimentary color palette. The primary color palette should be leveraged to ensure contrast within compositions.
Primary Colors Pallete
Red - PMS / 1795 C
RGB / 208 / 10 / 45
CMYK / 12 / 100 / 91 / 3
Hex # d0092c
CMYK / 12 / 100 / 91 / 3
Hex # d0092c
CMYK / 80 / 73 / 59 / 80
Hex # 110f17
CMYK / 8 / 6 / 7 / 0
Hex # e6e6e5
White - PMS / 663 C RGB / 208 / 10 / 45
Compliment Color Palette
Cool Black - PMS / Black 6 C RGB / 14 / 16 / 25 Grey - PMS / 663 C RGB / 230 / 230 / 230
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3.5 Signature
Icon
Wordmark
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Salvation Army Brand Standards
Minimum
Maximum (open)
1�
Clear Space
8X
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3.6 Main Logo
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Salvation Army Brand Standards
3.7 Product Label Logo
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3.8 Enlarged logo Display
For Enlarged display.
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Salvation Army Brand Standards
The open background gives the Shield a minimal
A precise, contemporary expression of our classic
backdrop, providing both craftsmanship and
Sans Serif signature reflects the pride we take in
attention to detail, calling attention to Salvation
our service, while reinforcing our progressive cul-
Army’s uncompromising acceptance and trans-
ture. The Sans Serif anchors the design, represent-
parency. This keyline around the Shield adds a
ing a perennial entity.
contemporary premium cue.
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3.9 The Shield Suite The Shield remains the icon and global beacon of the Salvation Army brand. We have defined specific applications for each Shield and those must be closely followed in order to preserve messaging intent and global consistency.
SMALL USE SOLID Shield Use the Small Use Shield for applications smaller than two inches (2�) wide to optimize the read
X = 1�
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Salvation Army Brand Standards
Packaging Shield on Red
Shield Shape
Packaging Shield on White
Shield Shape
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3.10 Logo Usage To ensure maximum brandmark legibility, it is important to follow basic guidelines for usage.
2
2
Ensure appropriate clear space in controlled environments. The height to width ratio should always remain 1:1
Do Not add “The� to the title or add a black outline.
Salvation Army
Do Not outline text.
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Do Not use Serif typefaces
Salvation Army Brand Standards
Do Not stretch, skew, or distort the logo in any way.
Do Not change the opacity of the logo.
Do Not add embellishments or effects of any kind to the logo.
Do Not change the color.
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3.11 Typography Salvation Army exclusively uses Univers LT Std sans serif typefaces The following are some general guidelines for typography: • Use dark color type on light color backgrounds • Use light color type on dark backgrounds • Set headlines in all caps • Set sub-headlines in title case • Set body copy in Roman weight in sentence case • Set legal copy in compressed book or light weight in all caps
Aa
Aa
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz (><!@#$%^&*) 0123456789
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz (><!@#$%^&*) 0123456789
Univers Bold Condensed Univers Bold
Aa
Univers rOMAN abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz (><!@#$%^&*) 0123456789
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Salvation Army Brand Standards
This is a headline
This is a Subhead This is body copy set in sentence case, qui omnietur, aute de su doluptas et volupta non reptatem res core voluptatis magnimo lloriberum quodici taspis ad es mod ut vel incipsunti to ventur,nonsequam idus maior sit, accum adi dolessunda. This is body copy set in sentence case, qui omnietur, aute doluptas et volupta non reptatem res core voluptatis magnimo lloriberum quodici taspis ad es mod ut vel incipsunti. AaBbCc At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia ol deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam ve libero tempore, cum soluta nobis est eligendi optio cumque este nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat. FOOTNOTES IN SMALLER SIZE FRANKLIN GOTHIC BOOK ALL CAPS.
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3.12 Applications 1. Salvation Army App
2. Salvation Army Donation Bucket
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3. Salvation Army Aprons
4. Signage
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3.13 Brand Extensions 1. Life Guidance: This help people who need guidance to staying out of poverty. Itâ&#x20AC;&#x2122;s for everyone of all ages while offering scholarships for students who participant in soup kitchens.
Counselling
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Salvation Army Brand Standards
College Scholarships
Soup Kitchens
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3.13 Brand Extensions 2. Humanitarian Tours: Volunteers deliver food to places in need. They provide water wells and hand out Lifestraws, a water filter designed to be used by one person to filter water for drinking.
Foodtruck Service
Water Wells
Lifestraw
3.13 Brand Extensions 3. GoSaveMe: People can help families financially who have fallen on hard times. A Go Save Me App is available as well as a website.
GoSaveMe App
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GoSaveMe
GoSaveMe Website
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3.14 Website
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www.wesavesouls.com