Here you can find the the guidelines and resources you need to correctly brand a document for the Salaam ministry.
Salaam’s visual identity conveys inclusion, love, embrace, and welcome to New Scots. These values influenced the design, colors, and feel of the branding. It’s important to use this in conjunction with the Edinburgh City Mission assets to show that Salaam is part of our wider work.
The Salaam logo is the key identifier of the ministry and communicates the values of Salaam visually. It therefore should be used on all visual output of the Salaam team. Below you can see the various iterations of the logo – to download them all, click here.
The horizontal logo is great for giving prominence to the name Salaam.
The square version of the logo gives more prominence to the icon within the logo to communicate love and embrace to New Scots.
We recommend to mainly use the horizontal or vertical version with the text included and to keep icon-only version use to a minimum in order to clearly communicate the ministry name. The icon-only version can be useful when laid over images that are backed up by clear communication about the ministry, like on a social media post for example.
Salaam & Edinburgh City Mission
The version that is coupled with the Edinburgh City Mission logo should be placed somewhere on all documents so it is clear that Salaam is not a separate entity to Edinburgh City Mission. This could be at the bottom of printed documents or at the end of a powerpoint slideshow, as long as it is included somewhere. Think of this as similar to a footer at the bottom of a website that gives the necessary information people need.
In order to give the logo prominence and for it to be seen clearly without distraction it should be given clear space around it. Below you can see the appropriate breathing space around the logo. To make it easy for this to be put into practice, the logo files that are downloadable above have a built in border around the logo when you place it into your documents, please make sure no other text or objects encroach into this box on your work.
The colour-palette for Salaam is taken from the Edinburgh City Mission colours but given a hierarchy for colour-use in order to develop a recognisable coherence to Salaam’s output.
The 2 primary colours for Salaam are Coral & Cream. These work well together to communicate a sense of warmth and love. It is recommended to mostly use these colours.
The secondary colours for Salaam are Slate, Yellow & Teal. Slate works well for high contrast on a light background or as a dark background for the coral to be used on. Yellow and teal work well together and have been used on previous Salaam designs but neither colour should be used for the Logo itself.
Below you can see examples of Logo colour use and also some pairings to be avoided.
Here is the recommended colour-use hierarchy for Salaam documents: