An identity is the way in which an organization chooses to present itself to the world. If a brand can be considered to be an organization’s personality, or character, an identity can be considered to be the way it “dresses” to communicate or express that personality to the world. Think about how a pastor might wear a suit, or an athlete might wear a uniform. An identity system is simply a set of elements, techniques, and motifs, that when used together, form a distinct and recognizable visual presentation for an entity or organization.

Identity Guidelines

Guidelines often refer to the document or documents that provide instructions for how an organization can use its identity to support its brand. Guidelines can include recommendations, tools, and/or resources, that describe how to use and apply an identity system.


Branding has many definitions, but for our purposes, we will describe it as the way in which an organization works to manage its reputation by implementing strategies that influence content and design to create a unified organizational presentation. The items described in these guidelines do not constitute a brand strategy, but provide a foundation upon which entities can develop their own brand strategy while still relating to the larger church body.

A logo is the most basic identifier of an organization. It is crafted to distill as much of the intended brand into as small a space as possible. The majority of logos involve text, with a number of them including a symbol or graphic. For the last twenty years, the logo of the Seventh-day Adventist church has been a combination mark—a mix of text and symbol.


A lockup refers to a particular arrangement of an identifier, like a logo. Left-aligned, right-aligned, and center-aligned versions of the logos are referred to as lockups.


Though not all organizations have a symbol, symbols can be powerful and universal identifiers for an organization. Symbols can make up the logo on their own, be one part of a combination mark logo, or stand alone as a supplemental or additional identifier.


A wordmark is a carefully designed word or set of words, using a type or font that is an intentional representation and identifier of the organization. A wordmark can be distinct, ornate, simple, generic, or variable, with the primary aim being recognizability and communication.


A grid is an often hidden structure for layout in design that helps ensure a consistent placement of text, graphics, user interface elements, and other items. Grids can be set up as non-printing layers in design, or as code in websites, to aid in creating a logical, consistent, and orderly arrangement of elements to create and visually pleasing design. The Creation Grid is an edge-to-edge, 7-column grid with no gutters or margins.


Gutter refers to the space between columns in a grid system. Though the basic Creation Grid has no set gutters, they can be created or simulated to aid in laying out multi-column elements like text.


Copy is what the creative and editorial industry uses to refer to the text/words/sentences/paragraphs used in a design.