ARTICLE

Why Consistent Branding Matters in Today’s Culture

In our media-saturated world, many competing voices vie for people's attention. How can we effectively convey the Gospel message to those with short attention spans? How can our church stand out amid the chaos and distractions? To break through in this digital age, we must maintain consistency in our Adventist church brand.

The North American Division Brand Guidelines, p. 5, states,

“Consistency and awareness are vital in effectively communicating our unity, making the Seventh-day Adventist® Church more recognizable to the public.”

This raises an important question: Are we using the Adventist logo consistently across all our publications, websites, social media platforms, church signage, and other promotional materials? Do people in the community recognize the logo as belonging to our church?

The challenge is that, despite the guidelines developed by the General Conference and the North American Division for the official use of the Adventist logo for the world church, some entities and local churches continue to use different versions or modifications of the logo. Additionally, many use the abbreviation "SDA" instead of fully spelling out the church's name or simply referring to it as "Adventist." This inconsistency may contribute to people in some areas not being aware of our existence as a Bible-believing Christian church.

Adhering to these branding guidelines is essential for the Seventh-day Adventist Church to enhance its effectiveness in ministry, both internally and externally.

In light of this, please refrain from using the abbreviation "SDA" or its equivalents in other languages in all publications, as it can have multiple meanings. I conducted a search for "SDA" and found the following interpretations:

• Spontaneous Display of Affection
• Specialist Disability Accommodation
• Selective Distribution Agreement
• Skin Displacement Analysis

In slang, the abbreviation “SDA” can have vulgar meanings. To avoid confusion, it is best not to use this abbreviation at all. Instead, refer to the organization as the “Seventh-day Adventist Church” or simply as “Adventist.”

The Proper Use of the Adventist Name and Logo

The Adventist logo comprises the following symbols and elements (NAD, 2018, p. 6):

1. The Church Symbol

• The open Bible – the Word of God – is open to be read and put into practice
• The cross – representing the gospel of salvation
• The flame – representing the Holy Spirit and the three angels’ message encircling the globe.

2. The logotype or font – Advent San with the trademark symbol
3. The Entity Identifier -The name of the local church or organization should be placed beneath the name "Seventh-day Adventist Church." No special effects or additional logos are to be included.

The Ontario Conference has chosen denim blue as the official colour for all publications, particularly for church signage. For other print and screen designs, other official Adventist colours can be used.

There are specific guidelines regarding how the name of the pastor or teacher should be presented alongside the Adventist name and logo in email signatures. For digital presentations, the layout can be adjusted according to the creation grid. To promote unity, all churches across Ontario are encouraged to have signage that reflects our brand and identity as part of the worldwide Seventh-day Adventist Church. Whether your church decides to have a changeable letter sign, a monument sign, or a digital sign similar to the one installed at the Ontario Conference headquarters, it must comply with the brand guidelines established by the North American Division and approved by the Ontario Conference Administration.

For detailed instructions and social media branding guidelines, please click on the link below to download the NAD Brand Guidelines:

https://tinyurl.com/NADBrandingON

More Than a Logo: Branding as a Ministry Tool

Branding encompasses much more than just the strategic use of a name and logo on our website, social media platforms, church signage, and other media. Every aspect of our church, including our facilities, conveys who we are. Surprisingly, even the scent that greets people as they enter the church building communicates our brand. Regarding websites and social media platforms, they should be designed with seekers in mind. If they see the value of what our church does and what it offers, they will certainly visit and subsequently join our church.

As God's people, we possess a unique message grounded in sound biblical truth, which enables us to stand out among various competing denominational voices. Our identity as a loving and caring community, combined with the distinct way we share our story, positions us to effectively capture people's attention and share what we have to offer (Cooke, 2020, p. 32)

Thank you for your cooperation in promoting our brand and in highlighting our unique identity as members of the Seventh-day Adventist Church.

If you require any assistance, please do not hesitate to contact the Ontario Conference Communications and Media Department at communications@adventistontario.org.

Pastor Edwin Martin
Communications and Media Director
Ontario Conference of the Seventh-day Adventist Church

References:

Cooke, P. (2020). Maximize your influence: How to make digital media work for your church, your ministry, and you. Cooke Media Group.

North American Division of Seventh-day Adventists. (2018). Brand guidelines (Version 1.1). https://www.nadadventist.org/about/brand-guidelines