The Salvation Army Rebrand
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Other...
Designer(s)
Nathaniel Rojas
Duration
12 Weeks
Recognitions
Organization & Brand Strategy
The Salvation Army is a Christian non-profit organization founded by William Booth in the UK around 1882 and has expanded into multiple locations in Canada and across the world. The organization has various services, from shelters, churches, thrift stores, recreational events, food banks, social services, and emergency disaster services. The Salvation Army has made its presence in providing a sense of change to the less fortunate. The act of giving alone is a mighty deed. The Salvation Army’s rebrand offers an enhancement to its passionate identity for making a difference and influences an inclusive atmosphere for everyone. The importance of promoting the inspiration of others through kindness and committing to goodwill is exhibited throughout its strategy.
Logo Development
A significant part of the organization’s history was William Booth’s efforts in redefining the conventional use of a church to a shelter. This factor had a vital contribution to the rebrand of the organization and their logo. The concept was to adopt the door frame and re-introduce it with the logotype and present a memorable element attached to it being the “S” streaks. The additional element to the logomark also serves as a representation of unity, a strong practice in the organization. The logotype presents a visually welcoming and legible typeface that works with the slogan embracing the devoted attribute of The Salvation Army.
Fluid Identity
The branding offers a fluid identity with creative freedom using a designated stroke width and a series of icons to represent the essential principles practiced in the organization. Using the branded supporting graphics consistently allows displays the diversity in the organization. The current colour palette has also transitioned to more neutral tones of its existing brand and includes the typeface used in the logo. These critical components hold the new identity in place while still retaining the original values of The Salvation Army.
