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Simplified manual · For leaders

Brand
Presentation Manual

For leaders, pastors and communication officers — without having to be a designer.

Full technical version
Why it matters

Why visual identity matters

When someone sees an SDARM post in Manaus and another in Maputo, they should feel it is the same church. When they walk into a church building in Asia or in Brazil, they should recognize the same care. That coherence does not happen by chance — it is built, every day, by people like you.

You do not need to be a designer to represent the SDARM brand well. You only need to follow 6 simple rules and to ask for help whenever you are in doubt.

A visual identity is not vanity. It is hospitality.
1

Coherence builds trust

When the brand remains faithful to itself, it conveys the faithfulness of the message it carries.

2

Care and respect

To care about how we present ourselves is to care about those who receive us. It is an act of courtesy.

3

One voice in many languages

In 140 countries and 16 scripts, this system ensures that we speak as one body, not as isolated individuals.

The essentials

The 6 rules

If you can remember only 6 things, remember these.

01
Logo

Always use the official logotype

The SDARM logotype has specific proportions, spacing and colors. Always use the official version, without redrawing, distorting, cropping, recreating or modifying it in any way.

Never improvise. If the template already comes with the logo, leave it as it is. If you need to add the logo to something, download the official file at assets/logos/.

Do
  • Always use the official file.
  • Keep the original proportions.
  • Respect the protection area.
Never do
  • Redraw it from scratch.
  • Stretch, squeeze or rotate it.
  • Change the colors of the logo.
02
Colors

Use the right colors

The SDARM institutional palette is made up of institutional blue, deep blue, gold and cream. Any color outside this palette requires prior approval.

Exceptions: each department and each regional department has an assigned color — see assets/cores/ for the full palette.

#0F3999
#0A245E
#9A7B3A
#FDFBF7
03
Typography

Use the right fonts

Noto Serif for titles and Noto Sans for text. Both are free via Google Fonts. No other font is approved — without exception.

Noto Serif · Titles
Reverence and Clarity
Noto Sans · Text
The Sabbath gathers us in peace and stillness.

Download the fonts and see the full hierarchy →

04
Photography

Photos with correct dress

Every photograph portraying SDARM members or leaders must follow the principles of Christian dress reflected in our practical faith.

Appropriate dress
  • Women: skirt or dress, long sleeves, no visible make-up.
  • Women: no earrings or jewelry.
  • Men: formal, discreet attire.
  • Everyone: a natural and healthy appearance.
Not permitted
  • Jewelry, earrings, conspicuous rings.
  • Low necklines, sheer fabrics.
  • Short sleeves, sleeveless tops.
  • Conspicuous make-up.
05
Tone of voice

A human and serene tone

SDARM does not speak like a show, does not use the language of spectacle and does not appeal to artificial urgency. Communicate with warmth, but also with calm.

Say
  • "You are welcome here."
  • "No hurry. No pressure. Only presence."
  • "The Sabbath gathers us."
  • "Come and see."
Avoid
  • "Powerful service!"
  • "Don't miss it!"
  • "It will be tremendous!"
  • "Unmissable!" / "Mega event!"
06
Approval

Ask for approval whenever you are in doubt

When in doubt, ask. The cost of asking for confirmation is low. The cost of publishing something wrong is the coherence of the brand on a worldwide scale.

Prepare

Use the official templates, fonts and colors. Put the material together as well as you can.

Send

Send the file to brand@sdarm.org with the context and the deadline.

Wait

A reply within 7 working days (urgent cases within 48h).

Social media

Post formats

SDARM uses vertical formats as standard. The 1:1 square is not approved.

Default
Post 3:4
1080 x 1440px
Story 9:16
1080 x 1920px
Cover/video 16:9
1920 x 1080px
NEVER use the 1:1 (square) format as standard. That format is not approved for the SDARM brand.
Caution

What never to do

Six practices that compromise the brand and must not appear in any official piece.

01

Fonts outside the system

Comic Sans, Impact, Papyrus, decorative scripts — all forbidden.

02

Unapproved colors

Purple, pink, vivid orange, random gradients. Use the official palette.

03

Inappropriate dress

Jewelry, low necklines, short sleeves in official photos — without exception.

04

The language of spectacle

"Powerful service", "tremendous", "unmissable" are no part of our voice.

05

Too many emojis

A maximum of 2 per caption. No rows of emojis or little flags.

06

Posts without a template

Always use the approved templates. Improvising is not an option.

Downloads

Quick access

Everything you need in four buttons.

Logos

Logotype, symbol, variations

Colors

HEX, RGB, CMYK, Pantone

Fonts

Noto Serif and Noto Sans

Brand Book

18 complete chapters
Support

Talk to the Brand Manager

For approvals, exceptions, questions and suggestions. A commitment to reply within 7 working days.

Hugo Cibalde

Brand Manager · General Conference SDARM
brand@sdarm.org · Reply within 7 working days