Created in Canva
ISJG BRAND BOOKINTERNATIONAL SOCIAL JUSTICE GIRLSA guide to the identity, values, voice, and visual standards of International Social Justice Girls.A ministry of The Salvation Army International Social Justice CommissionJune 2026 • Version 1.0SPEAK. ACT. LEAD.
TABLE OF CONTENT01 About ISJG 02 Mission Statement 03 Vision Statement 04 Brand Story 05 Brand Values 06 Brand Personality 07 Brand Pillars 08 Target Audience 09 Tone of Voice 10 Key Messages11 Logo Guidelines 12 Colour Palette 13 Typography 14 Photography Style 15 Graphic Elements 16 Social Media Guidelines 17 Brand Applications 18 Brand Do's & Don'ts 19 Relationship with The Salvation Army 20 Contact InformationEvery girl has a voice, Every voice can inspire change.
Connecting girls across The Salvation Army worldwideGLOBALLearning, sharing, and growing together.COLLABORATIVEEquipping young women to lead with courage and compassion.PURPOSE DRIVENInternational Social Justice Girls (ISJG) is a global initiative of The Salvation Army that equips girls and young women to become advocates for justice, dignity, equality, and positive social transformation. Founded in 2021 through the International Social Justice Commission (ISJC), ISJG provides a safe and empowering space where girls from across The Salvation Army can learn, collaborate, research, lead, and take action on issues affecting their communities. ISJG believes that every girl has a God-given voice and the ability to create meaningful change. Through education, advocacy, leadership development, and international collaboration, girls are empowered to become courageous leaders who influence their communities with compassion and justice.Empowering girls and young women to become courageous advocates for justice, dignity, and equality.ABOUT ISJG
MISSION AND VISIONTo empower girls within The Salvation Army movement globally to become advocates and agents of change in social justice, particularly in advancing gender equality and the United Nations Sustainable Development GoalsA world in which girls and young women within The Salvation Army are fully equipped to speak, act, and lead for justice, dignity, equality, and lasting social transformation.VISIONMISSIONSPEAK. ACT. LEAD.Empowering girls to become courageous leaders for justice and equality.
BRAND STORYAround the world, millions of girls continue to face injustice, discrimination, violence, and unequal opportunities simply because they are girls. ISJG was created because these realities cannot be ignored. Born from The Salvation Army's commitment to justice and human dignity, ISJG exists to equip girls with knowledge, leadership skills, and opportunities to advocate for change. Rather than speaking for girls, ISJG empowers girls to speak for themselves. Through education, international dialogue, faith, research, advocacy, and community action, girls become leaders who influence policies, inspire others, and transform their communities. Our story is one of hope, courage, faith, and action.Every girl has a voice. Every voice has the power to change the world.EMPOWERADVOCATETRANSFORMBUILDING CONFIDENT LEADERS.SPEAKING FOR JUSTICE AND EQUALITY.CREATING LASTING CHANGE THROUGH FAITH AND ACTION.
BRAND VALUEOur values define who we are, how we serve, and how we empower girls to create lasting change around the world.We believe every girl is created in the image of God with inherent dignity, purpose, and worth.We advocate for fairness, equality, and the protection of every girl's rights.We equip girls with the knowledge, confidence, and opportunities to become leaders.We serve with empathy, kindness, and genuine care for others.FAITHJUSTICEEMPOWERMENTCOMPASSIONWe act with honesty, accountability, and transparency in everything we do.We welcome and value girls from every culture, background, and abilityWe encourage continuous learning, leadership development, and personal transformation.We achieve greater impact by working together across communities and cultures.INTEGRITYINCLUSIONGROWTHCOLLABORATIONOur values are more than words—they are the foundation of every action we take and every life we seek to impact.
BRAND PERSONALITYISJG's personality reflects the heart of our mission. It shapes how we communicate, engage, and inspire girls and young women around the world.We encourage girls to discover their strengths, use their voices, and become confident leaders.We stand boldly against injustice and inspire girls to advocate with confidence.We lead with empathy, kindness, and respect for every individual.We celebrate diversity and welcome every girl, regardless of culture, background, or ability.EMPOWERINGCOURAGEOUSCOMPASSIONATEINCLUSIVEWe raise awareness, speak for justice, and encourage meaningful action.Our Christian faith guides our words, decisions, and service to others.We believe stronger communities are built through partnership and shared leadership.We communicate honestly and act with integrity in everything we do.ADVOCACY DRIVENFAITH CENTREDCOLLABORATIVEAUTHENTIC
BRAND PILLARSThe Brand Pillars represent the four foundational areas that guide every ISJG initiative, partnership, and advocacy effort. Together, they define who we are and how we create lasting impact.FAITH IN ACTIONFAITH IN ACTIONFAITH IN ACTIONFAITH IN ACTIONCOMMUNITYCOMMUNITYCOMMUNITYCOMMUNITYLEADERSHIPLEADERSHIPLEADERSHIPLEADERSHIPADVOCACYADVOCACYADVOCACYADVOCACY
Girls & Young Women ↓ Families • Church • Partners ↓ Leaders for JusticeWho supports and partners with our mission Salvation Army Officers Corps leaders Parents and guardians Teachers and educators International Social Justice Commission NGOs and community organizations Donors and supporters Government and UN partners The wider public interested in gender equality and social justiceTARGET AUDIENCEWho we primarily serve Girls aged 13–30 within The Salvation Army Young women passionate about social justice ISJG members and advocates Youth leaders and peer mentors Girls interested in leadership, advocacy, and community service
TONE OF VOICEHow we communicate with purpose, compassion, and confidence.Every conversation should leave people feeling respected, informed, and inspired.Treat everyone with dignityRESPECTFULGuided by love, hope and serviceFAITH-CENTREDFocus on solutions and positive changesHOPEFULEMPOWEREMPOWER ENCOURAGEENCOURAGE COLLABORATECOLLABORATE INSPIREINSPIRE ADVOCATEADVOCATE SERVESERVE EMPOWER ENCOURAGE COLLABORATE INSPIRE ADVOCATE SERVEInspire confidence and hopeENCOURAGINGSpeak boldly for justiceCOURAGEOUSwelcome every voiceINCLUSIVEBLAMEBLAME EXCLUDEEXCLUDE DISCOURAGEDISCOURAGE SHAMESHAME STEREOTYPESTEREOTYPE FEAR-BASEDFEAR-BASED LANGUAGELANGUAGE BLAME EXCLUDE DISCOURAGE SHAME STEREOTYPE FEAR-BASED LANGUAGEOUR VOICE✔OUR VOICE✔OUR VOICE✔WE AVOID✘WE AVOID✘WE AVOID✘
KEY MESSAGESThe words that unite our movement.Every girl deserves dignity, safety, opportunity, and respect.Girls are capable leaders who can influence positive change in their communities.Speaking up and taking action are essential to creating a equitable world.EVERY GIRL MATTERSGIRLS CAN LEADJUSTICE BEGINS WITH ACTIONPartnerships and collaboration help create impact for girls everywhere.TOGETHER WE ARE STRONGEROur Christian faith motivates us to serve others with compassion, and hope.Every girl has the potential to grow into a confident and compassionate leader.Listening to girls and amplifying their voices creates stronger communitiesWhen girls are empowered, they become catalysts for lasting transformation.FAITH INSPIRES ACTIONLEADERSHIP CAN BE LEARNEDEVERY VOICE COUNTSHOPE CREATES CHANGEWe are committed to equipping girls and young women to speak with confidence, act with compassion, and lead with integrity for justice, dignity, and equality.OUR PROMISE
LOGOSOur logo is the primary visual symbol of ISJG. It should always be used consistently to maintain a strong, recognizable, and trusted identity.SECONDARY LOGOSECONDARY LOGOSECONDARY LOGOSECONDARY LOGOICON SYMBOLICON SYMBOLICON SYMBOLICON SYMBOLSUBMARKSUBMARKSUBMARKSUBMARKPRIMARY LOGOPRIMARY LOGOPRIMARY LOGOPRIMARY LOGOALTERNATE LOGOALTERNATE LOGOALTERNATE LOGOALTERNATE LOGOWORDMARK LOGOWORDMARK LOGOWORDMARK LOGOWORDMARK LOGOBADGE LOGOBADGE LOGOBADGE LOGOBADGE LOGO
❌ Stretch or compress the logo.❌ Rotate the logo.❌ Change the official colours.❌ Add outlines or glows.❌ Place the logo on busy backgrounds.❌ Rearrange or separate logo elements.❌ Add shadows or effects.Always use the official ISJG logo files provided in this brand book toAlways use the official ISJG logo files provided in this brand book toAlways use the official ISJG logo files provided in this brand book to ensure consistency across every platform and publication.ensure consistency across every platform and publication.ensure consistency across every platform and publication. Always use the official ISJG logo files provided in this brand book to ensure consistency across every platform and publication.INCORRECT LOGO USE❌ Replace the official typography.Maintaining the integrity of the ISJG logo is essential to building a strong and recognizable brand. Never alter, distort, or recreate the logo in any way.
COLOUR PALETTEThe ISJG colour palette reflects our identity, values, and mission. Consistent use of these colours strengthens recognition and creates a unified visual experience across all communications.Royal Purple HEX: #6A1B9AWhite HEX: #FFFFFFGold HEX: #F4B400Charcoal HEX: #33333360% – Royal Purple60% – Royal Purple60% – Royal Purple : Represents leadership, dignity, wisdom, and the: Represents leadership, dignity, wisdom, and the: Represents leadership, dignity, wisdom, and the empowerment of girls to lead with confidence.empowerment of girls to lead with confidence.empowerment of girls to lead with confidence. 25% – White25% – White25% – White : Reflects purity, peace, transparency, and integrity in all that ISJG: Reflects purity, peace, transparency, and integrity in all that ISJG: Reflects purity, peace, transparency, and integrity in all that ISJG does.does.does. 10% – Gold10% – Gold10% – Gold : Symbolizes hope, excellence, achievement, and the value of every: Symbolizes hope, excellence, achievement, and the value of every: Symbolizes hope, excellence, achievement, and the value of every girl's potential.girl's potential.girl's potential. 5% – Charcoal5% – Charcoal5% – Charcoal : Represents strength, professionalism, clarity, and trust in: Represents strength, professionalism, clarity, and trust in: Represents strength, professionalism, clarity, and trust in communication.communication.communication. 60% – Royal Purple : Represents leadership, dignity, wisdom, and the empowerment of girls to lead with confidence. 25% – White : Reflects purity, peace, transparency, and integrity in all that ISJG does. 10% – Gold : Symbolizes hope, excellence, achievement, and the value of every girl's potential. 5% – Charcoal : Represents strength, professionalism, clarity, and trust in communication.
TYPOGRAPHYTypography is a key part of the ISJG visual identity. Consistent use of our typefaces ensures clarity, professionalism, and a unified voice across all communications.Primary Typeface Poppins Used for: Headings, titles, banners, and key messages. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Weights Used: Bold SemiBold MediumSecondary Typeface Lato Used for: Body text, captions, and longer paragraphs. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Weights Used: Regular Light ItalicCaption – 10 pt Lato Regular Image Captions & FootnotesH2 – 24 pt Poppins SemiBold Section HeadingsH3 – 18 pt Poppins Medium SubheadingsBody – 12 pt Lato Regular Paragraph TextH1 – 32 pt Poppins Bold Brand Titles
PHOTOGRAPHYPhotography should authentically reflect the mission of ISJG by capturing real moments of leadership, faith, service, inclusion, and empowerment. Images should inspire hope and represent the diversity of girls and young women worldwide.Recommended ✔ Real moments ✔ Diverse communities ✔ Leadership activities ✔ Community service ✔ Faith & worship ✔ Bright natural lightingAvoid ✖ Over-edited filters ✖ Poor image quality ✖ Staged or unnatural poses ✖ Busy or distracting backgrounds ✖ Low lighting ✖ Exclusive or stereotypical imageryPhotography should always be authentic, inclusive and inspiring.