Transcription
The Salvation ArmyGraphic Standards &Guidelines ManualA guide to creating a consistent look, tone, photo style, color, and logo usage.
TABLE OF CONTENTSIntroduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Copy tone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Spiritual voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Visual tone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Typography style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Brand promise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Logo usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12What not to do . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Layout style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Online standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Applying these standards . . . . . . . . . . . . . . . . . . . . . . . . 22Salvation Army Graphic Standards
INTRODUCTIONAs one of the most recognized and belovedcharities in the world, The Salvation Army hasa reputation to maintain and standardsto uphold. These standards don’t just end withthe way we conduct ourselves or thecharitable services we provide. They extendTo maintain this distinction, every piece ofcommunication must be consistent. Everyword, every visual must represent a consistent,coherent impression of The Salvation Armyin people’s minds. And we must legally protectour trademark and corporate identifiersby using them correctly and consistently.This guide will help you do just that.to every form of communication thatbears our name. Letters, business cards, signs,advertisements, forms, and countless othercommunication materials present an important,lasting image of The Salvation Army. Theydistinguish us in the minds of donors, strengthenThank you for your commitment to theseimportant standards and to our ongoing promiseof Doing the Most Good.our impact, and maximize the unified effectof The Salvation Army brand.Major George HoodSalvation Army Graphic Standards1
COPY TONECopy tone refers to how a brand’s personality isconveyed through written words. Like every otheraspect of The Salvation Army’s brand, the copytone must be consistent. To achieve this, every pieceof written communication must be consistentwith The Salvation Army’s brand personality, whichhas been defined as:Passionate. Compassionate. Uplifting. Brave. Trustworthy.These characteristics must be the cornerstone of all copy,whether it be a newspaper ad, direct mail appeal, orsimply a sign. So, when analyzing a piece of copy writtenfrom The Salvation Army’s voice, ask yourself, “Isthis copy passionate? Compassionate? Uplifting? Brave?And trustworthy?”PositiveEverything we convey should be positive and uplifting.Though we may demonstrate the hurt in the worldSalvation Army Graphic Standardsthrough our visuals, our copy will take a turn from thenegative to let readers know the good that will come, thanksto their donations. Remember, The Salvation Army isa beacon of light in a dark world. Our messages shouldbe representatives of that light and of the hope thatcomes with it.HumbleIt is also important that the copy tone be humble. There will betimes when The Salvation Army will need to take creditfor an accomplishment. For example, when conveying thenumber of families The Salvation Army fed after a disaster.Taking credit for these successes should always be donetactfully and humbly, never boastfully. An easy wayto achieve this is to state the accomplishment, then deferthe credit for the accomplishment to the donors.Example: “The Salvation Army fed more than a thousandfamilies, all thanks to your generous donations.”2
EncouragingCall to ActionPotential donors should feel compelled to contribute,not obligated to contribute. We must never attemptto “guilt” donors into giving. So phrases such as“without your help” should never be used, nor shouldany sort of guilt-inducing tonality.All communication should offer a call to action thatlets donors know exactly where they can give.Again, the call to action should never be tied to guiltor delivered in a badgering manner. Instead, itInstead, we should be encouraging–inform potentialdonors of the good that The Salvation Army willbe doing, and let them know that their donations willhelp in that cause.should always be treated with the same care and poiseas every other piece of copy.Example: “The Salvation Army fed more than athousand families, all thanks to your generous donationsat 1-800-SAL-ARMY or salvationarmyusa.org.”This will leave donors with positive feelings aboutboth their contributions and The Salvation Armyitself. Which, in turn, could lead to a valuablelong-term relationship.Salvation Army Graphic Standards3
SPIRITUAL VOICEThe tonality of all Salvation Army communicationshould portray the Christian values upon whichthe organization was founded. This is not to saythat all communication must specificallyaddress spirituality, but the tone with which itis created must be representative of a loving,gracious, Christ-minded voice.While the adjacent advertising headline offers anexample of one possible way to address the spiritualfoundation of The Salvation Army, the body copydemonstrates a Christ-like tone without any specificspiritual reference.We combat natural disasterswith acts of God.Before the hurricanes of 2004 hit the coast of Florida, TheSalvation Army did. With food, supplies, and hope. Thanksto you, more than 50 million went to serve the people ofFlorida. Proving that while disasters may be unpredictable,the good of people is not. Thank you for your continuedgiving at 1-800-SAL-ARMY or salvationarmyusa.org.Disaster Relief Emergency Response Housing CounselingRehabilitation Youth Services Social Work EvangelismDoing the most goodSMSalvation Army Graphic Standards4
In addition, the following brand manifesto will helpcommunicators understand the spiritual beliefs,motivations, and tonality that The Salvation Armyshould strive to exemplify and convey:I am doing the most good.I am hope.I am compassion.I am strength.I am faith.I am doing the most good.I serve a community.A region.A nation.A world.I serve heroes.I serve victims.I serve a sovereign God.I am doing the most good.I am an Army.Drafted by the Creator.Commissioned by a man who defied death.Salvation Army Graphic StandardsMy enemies are despair and destruction.My ammunition is grace and mercy.My allies are generosity and benevolence.I am an Army.Helping others be all they can be.I am doing the most good.I feed empty stomachs and hungry souls.I rebuild ruined homes and shattered lives.I am a willing listener for a veteran with stories to tell.I am a bottled water and an encouraging smile for a weary firefighter.I am an answered prayer.A silver lining.A second chance.I am doing the most good.I am a humble steward of other people’s generosity.I am a grateful courier of a stranger’s kindness.I am the faithful executor of others’ goodwill.I take my responsibility seriously.I am blessed.I am a blessing.I am The Salvation Army.I am doing the most good.5
VISUAL TONEThe overall look and feel of The Salvation Armyis clean, efficient, elegant, stately, institutional,classical, and timeless – yet current, modern,and relevant. It should reflect the integrityand timeless qualities and spiritual valuesThe Salvation Army is based on, standsfor, promises, and lives out every day. Alwaysrelevant to the individual as well as thesurrounding culture.Ultimately, the visual goal of all Salvation Armycommunication devices is to do the most goodwith every dollar donated. To achieve this,communications and advertising designs shouldbe economical, efficient, and effective–doingthe job at hand, which means clearly communicatingThe look of The Salvation Army also communicatesefficiency and economy. Much effort has beenundertaken to generate a visual style that does notfeel extravagant or self-indulgent. A sense ofeconomy and simplicity, as in money well spent,should be the end perception.And balancing this perception of efficiency shouldbe a natural, classical simplicity and beautyto all layout, image, and typographic executions.All Salvation Army communications shouldbe beautiful, well-designed, and as powerfullypersuasive and motivating as possible. Nothingwith The Salvation Army look and logo should everappear shoddy, tasteless, cut-rate, or poorly crafted.the desired message.Salvation Army Graphic Standards6
TYPOGRAPHY STYLEType, as with words and images, should beused with economy, and always to addclarity and impact. The goal of communicationis always to inform, clarify, motivate, andpersuade. Type should be sized, placed, andscaled in a manner that is elegant andintentional. Well organized and thoughtful.Never haphazard, crowded, or cluttered.Everyone deserves a second chance.Not to mention a first.ServiceLineA child comes into this world with nothing. And for some,sadly, that never changes. But your donations to The SalvationArmy make a difference. With your support, our youth programswill continue to give poverty-stricken children somethingthey would never otherwise have: Opportunity. Togive, call 1-800-SAL-ARMY or visit salvationarmyusa.org.Disaster Relief Emergency Response Housing CounselingRehabilitation Youth Services Social Work EvangelismHeadlineBody CopyDoing the most goodSMLogo and TaglineSalvation Army Graphic Standards7
FONTSTwo unique fonts are employed for allSalvation Army materials.Trajan is an all-uppercase font that is usedfor headlines and text that are meant to bedisplayed or have a distinct presence. Its appearanceis crisp, stately, and sophisticated. It is to beused very sparingly, for short headlines or phrases–not for copy, long blocks, or paragraphs of text.Adobe Jenson Pro is a font family that is usedprimarily for text and as a universal andfunctional secondary font family. It can be usedin all its weights and italics.Trajan Pro RegularABCDEFGHIJK LMNOPQR STU V W X YZabcdefghijklmnopqr stu v w x yz 1234567890Trajan Pro BoldABCDEFGHIJK LMNOPQR STU V W X YZabcdefghijk lmnopqrstu v w x yz 1234567890Adobe Jenson Pro LightA B C DE FGH I J K L M NOP QR S T U V W X YZa b c d e f g h ij k l m nop qr s t uv w x y z 1 23 45 678 9 0Adobe Jenson Pro Light ItalicA BC DE FG H I J K L M NOP QR ST U V W X YZa b c d e fg h ij k l mn o p q r s tuv w x y z 1 2 3 456789 0Adobe Jenson Pro RegularA BC DEFGH I J K L M NOPQR S T U V W X YZa b c d e f g h ijk l m nop qr st uv w x y z 123 456789 0Adobe Jenson Pro ItalicA BC DE FG H I J K L M NOP QR ST U V W X YZa b c d e fg h ij k l m n o p q r s t uv w x y z 1 2 3 456789 0Adobe Jenson Pro SemiboldBoth of these fonts are available forpurchase at www.philsfonts.com.Salvation Army Graphic StandardsA B C DE FGH I J K L M NOP QR S T U V W X Y Za b c d e f g h ij k l m no p q r s t uv w x y z 123 4 56789 0Adobe Jenson Pro Semibold ItalicA B C DE FG H I J K L M NOP QR ST U V W X YZa b c d e fg h i j k l m n o p q r s t u v w x y z 12 3 456789 08
BRAND PROMISEDoing the most good–The Salvation Army brand promise.SMWe’ve always preferred to refer toDoing the Most Good as a promise,rather than a “tagline.” It is alwaysused in conjunction with the TSA logotype.It has been preformatted and pairedwith the logo and is downloadable fromwww.redshieldtoolkit.org, availableas .eps and .jpg formats and configuredas shown.Salvation Army Graphic StandardsStandard configuration.COLOR:PMS 185CMYK: 0C, 91M, 76Y, 0KFONT:Trajan Pro RegularAlternate configurations. (Please use logos located at www.redshieldtoolkit.org.)9
LOGO USAGEThe Salvation Army shield was approved for national use,without embellishments, by the Commissioners’Conference in 1958. Ever since, it has been part ofThe Salvation Army’s international corporate imageThe shield should always be printed upright to ensurereadability and clarity.and a consistent declaration of our mission of salvation.When the shield is printed by any conventional process,the registry mark must be included in the lowerTherefore:right-hand quadrant, outside the border of the shield.The registry mark also should be printed in red.No officer or other person may, in any circumstance,alter or modify The Salvation Army shield.The only exceptions are:The shield is a unit. The reduction or enlargementof one part of the symbol is never allowed withoutthe equal reduction or enlargement of all others.When the shield is used in artistic designs requiringembossing or bas-relief in a monochrome finish, the colormay be that of the base material or the monochrome.If further coloring is applied to the base material or amonochrome, the color of the shield must be red.The shield is registered distinctively in color as wellas design. It should always be printed in red(PANTONE 185 or its process color equivalent).When rendered in embossing or bas-relief, the registrySalvation Army Graphic Standardsmark should be eliminated.10
The shield may be printed in black ink in newspaperadvertisements and other publications where drop-inscan be used in only one color. In such cases, the registrymark must be omitted.Exceptions may be permitted in situations such as theproduction of materials on which the color red couldnot be used without considerable added expense. Insuch instances, it is considered part of the total pieceand should conform to the color used. Careful controlwill be exercised with respect to this exception.Create an exclusion zone, equal to the height of theletter “S” in “The Salvation Army,” surroundingthe logo on all sides. No other graphic or text shouldappear within the exclusion zone. The onlyexceptions are authorized brand marks and nonblurring or contrasting backgrounds.Logo exclusion zones:The logo must always have an exclusion zone –a blank space or margin surrounding the logo. Thisprovides maximum visibility of the logo.Salvation Army Graphic Standards11
COLORPMS 185 Red is derived from the shield logo.To complement this, typography is most oftenused in black or gray (made of 70%-80% black),and on rare occasions, PMS Cool Gray 11C orSilver Metallic is employed. Most often,PMS 185 Red and black or gray are used.PANTONE 1850C, 91M, 76Y, 0K70% Black100% BlackPANTONE Cool Gray 11 C0C, 2M, 0Y, 68K(Colors represented are an approximation. See PANTONE swatch book for exactcolor representation. PANTONE is a registered trademark of PANTONE, Inc.)Salvation Army Graphic Standards12
WHAT NOT TO DOHere are a few examples of how not to useThe Salvation Army logo and tagline.The Salvation Army logoshould not be used over animage or busy background.The Salvation Army logoshould not be reversed out of abackground or used as white.The Salvation Army logo should not appear in anycolor other than PANTONE Red 185 or black.The Salvation Army logo and tagline should neverappear with a drop shadow.Doing the most goodSMThe Salvation Army tagline font shouldnever change from Trajan Pro Regular.DoingthemostgoodSMThe position of The Salvation Armytagline should never change from thestandards listed on page 9.Salvation Army Graphic Standards13
LAYOUT STYLEWhite SpaceThe use of white space in Salvation Armycommunications is critical. Primarily to developa clean, uncluttered visual look and to allowexecutions to break through the noise and clutterof the environments so often surroundingmedia messages. White space does not exist justto be filled with more and more information.But rather, white space is to be cultivated andused within layouts to set off and displaycarefully crafted text and images. Generous usageof white space, coupled with economy ofword and image, will translate into increasedattention span and reception of key messages.National Public Awareness C ampaign & Branding Strategies TrainingKeynote AddressOne NationOne MessageCommissioner Israel L. GaitherNational CommanderDoing the most goodNational Public Awareness C ampaign & Branding Strategies TrainingAgenda HighlightsRem dit aliquis exer sum iusto er in vulla commy nullam. Enulputat, veliurem irit venisi bla adio dolortie mini.Gommod modolorem il dolore te consequam quisim inci tatnim ipsustrud er senisisl ipit ip et ing esecteFeesed dolo bor secte commy nosto odit adignibh ea.Accum zzril ullumsan vulla facidui scipisis eraessequat.Iduisi exer sum vullam vent lum adignim quam in heniat.Endrerit ut pratincincil ut aliquis nul putp atinci liquis nulatincipit il digniam, con vel er sustie vulla feuisis num.Doing the most goodPowerPoint TemplateSalvation Army Graphic Standards14
PHOTOGR APHYWhenever possible, visuals representing the needsencountered by The Salvation Army shouldbe pictured. For example, images of the sufferingand confusion of displaced home owners andresidents of New Orleans after the Katrina hurricane.These raw images of human suffering are undeniablypowerful and compelling. We believe in communicatingthat The Salvation Army is Doing the Most Goodto help the most people and to relieve the most suffering.In most cases, the viewer is motivated toward donationquicker and more consistently when confronted withpowerful and compelling human need rather thanwith the solutions provided by The Salvation Army.Moving people through powerful and compellingimagery is effective at both creating emotions ofcompassion and dispelling apathy.Natural disasterscall for acts of God.When Hurricane Katrina hit, it impacted millions oflives. Now, thanks to your help, The Salvation Armyis doing the same. Until the recovery is complete, we willcontinue to provide the survivors with food, shelter and,most importantly, hope. Thank you for your continuedgiving at 1-800-SAL-ARMY or salvationarmyusa.org.Disaster Relief Emergency Response Housing CounselingRehabilitation Youth Services Social Work EvangelismDoing the most goodSMPrint AdSalvation Army Graphic Standards15
ONLINE STANDARDSThe Salvation Army U.S. website providesusers with a unified, creative design experiencethat is consistent with all other brand materials,communicating The Salvation Army’s missionof Doing the Most Good.Simplicity is key to the design, making usability,content updates, and the donation process aseasy as possible. This allows us to capitalize onsite visits, encourage charitable donations, andeducate site users about The Salvation Army’s services.The standards outlined in this section will helpmaintain the integrity and consistency of the websitedesign, as well as ease the implementation process.Website Home PageSalvation Army Graphic Standards16
Home PageOne universal donate buttonWhite area 256 pixels by 360 pixelsMain picture should be734 pixels by 350 pixels,full bleed, no borders18 pixels between copyand image 55-character maximum Use second line forheadline if necessary One link at the endof entries; ex: Learnmore, Contact us,Read more, View allSalvation Army Graphic StandardsTop headlines 16 pt. Trajan Pro 199 pixels by 110 pixels One picture for this area,located above entry No bordersSecondary headlines 16 pt.Times New Roman 55-character maximumfor entries 14 pt. Times New Roman Left-justified One link at the end of entry;ex: Learn more, Contactus, Read more, View all17
Home PageOne universal donate buttonWhite area 256 pixels by 360 pixelsMain picture should be734 pixels by 350 pixels,full bleed, no borders18 pixels between copyand image If using pictures, they shouldbe 133 pixels by 90 pixels, leftaligned to entry. The top ofthe entry should be alignedwith the top of the picture.There is only room for threeentries with pictures 55-character maximum Use second line for headlineif necessary One link at the end ofentries; ex: Learn more, Contactus, Read more, View allSalvation Army Graphic StandardsTop headlines 16 pt. Trajan Pro 199 pixels by 110 pixels One picture for this area,located above entry No bordersSecondary headlines 16 pt.Times New Roman 55-character maximum for entries 14 pt. Times New Roman Left-justified One link at the end of entry;ex: Learn more, Contactus, Read more, View all18
Ways To GiveOne universal donate buttonTop headlines 16 pt. Trajan ProTan area734 pixels by 350 pixels18 pixels between copyand imageNo pictures with bottom entriesSalvation Army Graphic StandardsWhite area 256 pixels by 360 pixels 199 pixels by 110 pixels One picture for this area,located above entry No bordersSecondary headlines 16 pt.Times New Roman 55-character maximum for entries 14 pt. Times New Roman Left-justified One link at the end of entry;ex: Learn more, Contactus, Read more, View all19
Programs That HelpOne universal donate buttonWhite area 256 pixels by 360 pixelsTop headlines 16 pt. Trajan ProTan area734 pixels by 350 pixelsLinks 21 pt.Times New Roman18 pixels between copyand imageNo pictures with bottom entriesSalvation Army Graphic Standards243 pixels by136 pixels 199 pixels by 110 pixels One picture for this area,located above entry No borders Top of picture shouldline up with top ofheadline in tan areaSecondary headlines 16 pt.Times New Roman 55-character maximum for entries 14 pt. Times New Roman Left-justified One link at the end of entry;ex: Learn more, Contactus, Read more, View all20
NewsOne universal donate buttonTop headlines 16 pt. Trajan ProWhite area 256 pixels by 360 pixelsSecondary headlines 16 pt.Times New RomanTan area is adjustable,depending on lengthof article18 pixels between copyand imageSalvation Army Graphic Standards21
APPLYING THESE STANDARDSPractical ExamplesThe purpose of Graphic Standards is consistencyand uniformity. In essence, to do the most goodwith The Salvation Army brand, publicationresources and, most importantly, the public’s interest.Making all our communications clear, clean, andsimple just makes them easier for anyone viewing totake in the message at hand.For consumers, this translates into a uniform brandthat speaks with one voice. And one consistentbrand voice leads to a perception of credibility,organization, efficiency and, in general, a brandthat they can understand, relate to, and even wantto become a part of.Following are many examples. Take a look.We combat natural disasterswith acts of God.When catastrophe strikes, your generosity strikes back.Thanks to your help, The Salvation Army serves disastersurvivors from the moment of impact until the healing iscomplete. Proving that while disasters may be unpredictable,the good of people is not. Thank you for your continuedgiving at 1-800-SAL-ARMY or at salvationarmyusa.org.Disaster ReliefHuman Trafficking AbolitionEmergency ResponseRehabilitationYouth ServicesEvangelismDoing the most goodSMPrint AdSalvation Army Graphic Standards22
BRAND PRINTSome disasters are personal.There are those in this world who need rescue. Fromaddiction. From poverty. From themselves. Our AdultRehabilitation Centers don’t just help people turn their livesaround. We give them the spiritual, emotional, and practicalguidance they need to help them stay the course. To see howyour donations of goods help, visit salvationarmyusa.org.Disaster ReliefHuman Trafficking AbolitionEmergency ResponseRehabilitationYouth ServicesEvangelismDoing the most goodSMPrint AdSalvation Army Graphic Standards23
BRAND PRINTYour timeis valuable.Donate it today.Help us help the world. Become a trained volunteer with The Salvation Army.The perfect time to volunteer for The Salvation Armyis not when a disaster strikes. Not when a crisis arises.The perfect time is now, when you can get the trainingyou really need. So when disasters do strike and crisesarise, you’ll be fully prepared to help do the most good.Volunteer now at 1-800-SAL-ARMY or salvationarmyusa.org.Disaster ReliefHuman Trafficking AbolitionEmergency ResponseRehabilitationYouth ServicesEvangelismDoing the most goodSMPrint AdSalvation Army Graphic Standards24
BRAND PRINTEveryone deserves a second chance.Not to mention a first.A child comes into this world with nothing. And for some,sadly, that never changes. But your donations to The SalvationArmy make a difference.With your support, our youth programswill continue to give poverty-stricken children somethingthey would never otherwise have: Opportunity. Togive, call 1-800-SAL-ARMY or visit salvationarmyusa.org.Disaster Relief Emergency Response Housing CounselingRehabilitation Youth Services Social Work EvangelismDoing the most goodSMPrint AdSalvation Army Graphic Standards25
BRAND PRINTFortunately, a life can alsobe turned right-side up.See how your donations of goods help at salvationarmyusa.org.Doing the most goodSMFortunately,a life can also beturned right-side up.Our Adult Rehabilitation Centers help those in the grip ofaddiction mend their broken lives. To see how your donations ofgoods help, and to schedule a pickup, visit salvationarmyusa.org.Newspaper AdDoing the most goodSMNewspaper AdFortunately,a life can also be turned right-side up.Even within the depths of alcohol and drug addiction,there is hope. Through spiritual and emotionalhealing, group counseling, and work therapy, ourDisa ster ReliefEmergency ResponseRehabilitationAdult Rehabilitation Centers help people mend theirbroken lives. To see how your donations of goods help,and to schedule a pickup, visit salvationarmyusa.org.Human Trafficking AbolitionYouth Services E vangelismDoing the most goodSMNewspaper AdSalvation Army Graphic Standards26
OUTDOORWhen you putmoney in our kettle,expect change.1-800-SAL-ARMYSalvation Army Graphic StandardsSalvationArmyUSA.orgDoing the most good27
OUTDOORDoing the most goodDonate at 1-800-Sal-ArmySalvation Army Graphic StandardsSalvationArmyUSA.org28
TRANSIT SHELTERSalvation Army Graphic Standards29
CINEMA SLIDESalvation Army Graphic Standards30
BUS KINGSalvation Army Graphic Standards31
TRUCKSThe Salvation Army - Truck Graphics - Truck A.Donate Goods1-800-SalArmyCall1-800-SalArmyto donate.Doing the most goodSalvation Army Graphic StandardsDoing the most goodDoing the most goodDonate Goods1-800-SalArmyDoing the most good32
CANTEEN TRUCKEmergencyDisasterServicesDoing the most goodSMSalvation Army Graphic Standards33
ENVELOPE, LETTERHEADDoingthe mostgoodSalvation Army Graphic StandardsUSA Southern Territory1424 Northeast Expressway Atlanta, GA 30329SMDoingthe mostgoodSMUSA Southern Territory 1424 Northeast Expressway Atlanta, GA 3032934
BUSINESS CARDJohn SmithNATIONAL BRAND MANAGEMENTDIRECTORUSA National Headquarters615 Slaters LaneAlexandria, VA 22314p: 703.519.5894www.salvationarmy.orgFrontSalvation Army Graphic Standardsjohn smith@usn.salvationarmy.orgBack35
KETTLE SIGNDoingthe mostgoodSM1- 80 0 -SAL - AR MYSalvation Army Graphic StandardsSalvationArmy USA.org36
KETTLE SIGN Doing the most goodSMMerry Christmas.Salvation Army Graphic StandardsThank you for your donation.37
KETTLE SIGN Haciendo el bien, lo más posible¡Gracias!Salvation Army Graphic Standards!Feliz Navidad!38
POWERPOINT TEMPLATENational Public Awareness C ampaign & Branding Strategies TrainingNational Public Awareness C ampaign & Branding Strategies TrainingKeynote AddressAgenda HighlightsOne NationOne MessageCommissioner Israel L. GaitherNational CommanderDoing the most goodSalvation Army Graphic StandardsRem dit aliquis exer sum iusto er in vulla commy nullam. Enulputat, veliurem irit venisi bla adio dolortie mini.Gommod modolorem il dolore te consequam quisim inci tatnim ipsustrud er senisisl ipit ip et ing esecteFeesed dolo bor secte commy nosto odit adignibh ea.Accum zzril ullumsan vulla facidui scipisis eraessequat.Iduisi exer sum vullam vent lum adignim quam in heniat.Endrerit ut pratincincil ut aliquis nul putp atinci liquis nulatincipit il digniam, con vel er sustie vulla feuisis num.Doing the most good39
PRESS RELEASE TEMPLATEHurricanes Katrina and Rita, the Army has served more than 5.6 million hot meals and assisted nearlyone million people in at least 30 states, through April 2006.MEDIA ADVISORYFOR IMMEDIATE RELEASETHE SALVATION ARMY ANNOUNCES LONG-TERM KATRINA RECOVERYPLAN AT YANKIE STADIUM IN BILOXI, MSWHEN:Wednesday, May 3, at 10:00 AM, CDTWHERE:Yankie Stadium108 Division Street (Corner of Division and Lee)Biloxi, MSWHO:Major Dalton Cunningham, The Salvation ArmyKent Adcock, Habitat for HumanityJim Green, Project TeamworkMickey Cason, Southern Baptist Disaster ReliefThe Army continues to accept donations for Hurricanes Katrina and Rita, even as it preparesfor potential new storms in 2006. Monetary donations help provide the most immediate relief topeople in affected areas in the aftermath of major storms. Donations can be made either via the Army’swebsite at www.salvationarmyusa.org, or by calling 1-800-SAL-ARMY. Donors will be prompted togive to the Army’s Hurricane Relief Fund that will provide assistance for any storm-related outreach;or donors can designate that funds go directly to a specific storm.###About The Salvation Army:The Salvation Army, an evangelical part of the universal Christian church established in 1865, hasbeen supporting those in need in His name without discrimination for 126 years in the United States.Over 31 millio
The Salvation Army shield was approved for national use, without embellishments, by the Commissioners' Conference in 1958 . Ever since, it has been part of The Salvation Army's international corporate image and a consistent declaration of our mission of salvation . Therefore: No officer or other person may, in any circumstance,
