A brief explanation of the motivations behind this identity project.
Why a new brand identity?
Our churches, ministries, and organisations have spent such a long time trying to stand out that it can be difficult for people to tell we all stand together. In designing unique logos for each church and church entity, we have sometimes forgotten to think about our context and what would best help our audience know we are part of the same body. As the world becomes overwhelmed with information, as consumer brands evolve their approach and as content producers saturate the market, it is becoming increasingly important to find a way to help people know we are all Seventh-day Adventists.
The core elements of the system are few, but if adopted consistently, they will have a powerful impact on the mission of the Church.
The Seventh-day Adventist brand, which many people think of as the “logo” or “symbol”, has been in use since 1997 and is the most recognisable element of our existing visual identity system. Because of the meaning this logo already holds, establishing over 20 years of brand equity, the shapes of the symbol remain largely unchanged from the original. The flame logo/symbol is a registered trademark of the Seventh-day Adventist Church, and use of the symbol is important in instances when communicating an official association with the Seventh-day Adventist Church.
The motivating goal of this entire project is to help people quickly and easily recognise we are all Seventh-day Adventists. Part of this is achieved by presenting a more unified visual strategy. However, a lot can be achieved through a more intentional use of language and naming.
When we are communicating with other Adventists, our internal shortening of names such as “Adventist” or “SDA” makes communication efficient without causing confusion. However, as we think about how to help others know that we are all Seventh-day Adventists, it becomes important to think about what phrasing could be most helpful for them.
With this in mind the South Pacific Division recommends churches follow the preferred naming conventions of the full denomination name followed by the location of the local church, as outlined in this guide.
In creating the new brand identity, the guidelines given by the General Conference allowed for divisions to make adjustments in order to present an identity tuned for their local audience. This web site covers the approved brand variation for use within the South Pacific Division. This may be different from what is seen on the GC identity website, and we ask that guidance is taken from this web site first.
What we hope to do is ultimately encourage a thoughtfulness around our communication, realising that even in our naming we can be missional, thinking ultimately of how to best reach a world we are called to tell of the impending beauty of Jesus’ return.
Trademarking the logo
Within the South Pacific Division, the name “Seventh-day Adventist Church” has been trademarked and may be used by churches, entities and institutions as authorised by the South Pacific Division of Seventh-day Adventists, its unions and conferences. The letters TM should be placed both beside the symbol and after the name “Seventh-day Adventist Church”, as indicated. Both the symbol and the name have been trademarked in Australia. We have been advised that it is more important to have the TM than the ® (for Registered), as trade-marking is a stronger protection of intellectual property. It is also noted that registration/trademarking processes can be quite complex in the Pacific, and TM indicates that there is protection for these symbols.