New corporate identity gets green light

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An example of the Seventh-day Adventist Church's new corporate identity in action.

A new corporate identity for the Seventh-day Adventist Church was approved by the General Conference (GC) during a recent global leadership gathering in Silver Spring, Maryland.

The Seventh-day Adventist Church currently operates in more than 200 countries and territories around the world and worships in more than 900 languages.

Church president Dr Ted Wilson expressed the importance of having a unified approach to the Church’s visual identity moving forward.

“Our churches, ministries and organisations have spent such a long time trying to stand out that it is sometimes difficult for people to tell that we all stand together—that we all belong to the same body,” said Dr Wilson.

A key feature of this new identity is the creation grid—a structured template that contains seven columns. The designer is given creative freedom to use the first six columns how they wish. The seventh column must be distinct from the other six, just as the seventh day is distinct from other days for practising Seventh-day Adventists.

During the launch of the new corporate identity, GC communication director Williams Costa paid tribute to the South Pacific Division (SPD) for stimulating the GC and providing an example and framework in expanding the way the Adventist logo could be used.

“The General Conference has recognised the need to provide guidelines but also freedom with the new focus on corporate identity,” said SPD president Glenn Townend. “The South Pacific Division will have to agree on how the new corporate identity will be used and new signage will be seen around the Division.”

“We are also pleased that orange (the colour that SPD proposed for churches) was accepted as one of the many colours to be used.”

Pastor Townend will be beginning conversations around how the SPD can adopt the branding with the Union presidents and entity boards this week (May 9-10).

Guidelines for the new corporate identity can be found at identity.adventist.org.