SIM New Zealand brand guidelines

Authentic and Honest:

We tell real stories of struggle and hope, using genuine language rather than buzzwords. We stand for fairness, integrity, and respectful communication.

Innovative but Grounded:

We embrace creativity and forward momentum in our ministry, yet remain steady and practical, like a trusted friend with new ideas.

Our colour palette is designed to reflect our identity: trustworthy, hopeful, and taking action. It includes primary colours that represent our brand prominently, and secondary colours that support and complement the primary palette. All our communications should predominantly use these colours to maintain a consistent look and feel.

Pounamu green

PMS 627 C
CMYK 84 55 69 62
RGB 20 51 45
HEX #14332D

Social media

Our social media presence needs to echo our brand voice and visuals while adapting to each platform’s strengths. Whether on Facebook, Instagram, Twitter (X), or LinkedIn, we aim for a consistent yet platform-appropriate expression of SIM New Zealand. Key guidelines for social media:

Tone and Content:

• Authentic Engagement: Write captions and posts in the first person plural (“We”) to represent the organisation, but maintain a warm, conversational tone as per our voice. Social media is more informal; a slight conversational contraction or emoji (sparingly) can be appropriate to convey friendliness (e.g., “We’re celebrating 🎉 5 new mission partners heading out this month!” on Facebook).
• Storytelling: Use the platform to tell short stories of individuals and communities. A before-and-after, a quote from a missionary, a cultural insight from the field. Always keep privacy and security in mind – if needed, change names or be vague on sensitive locations.
• Visual Consistency: Use our imagery guidelines for photos posted. Ensure the SIM logo or square frame appears in profile pictures and possibly on content (for instance, an Instagram story template might have our brushstroke frame around the edges).
• Every Person Tone: Engage with followers humbly and helpfully. Answer questions promptly, thank people for comments, encourage sharing of prayer needs. We’re “every person,” so we treat every commenter or message as important.

Platform-specific Tips:

• Facebook: Great for longer stories, event promotions, photo albums. Use our logo (symbol alone) as the profile picture for instant identification. Cover photo can feature a compelling image with a subtle logo or tagline overlay. Posts can be 1–2 short paragraphs, plus a call to action link or “Comment below with…”. Engage with reactions and be present in comments. Use sentence case even in FB event titles or group names.
• Instagram: Visual-first. Maintain a cohesive grid – alternate types of content (people, landscape, graphic with quote) but keep colour palette and filters consistent (e.g., don’t suddenly use a heavy dark filter if our style is bright). Use the square frame as an overlay on some images for brand flair. Captions can be a bit longer but front-load the key message before the “… more” cut-off. Include relevant hashtags (#Missions, #SIMStories, #NZmissions, etc.) but keep them purposeful (5–7 hashtags, not 20). Use Stories for quick updates, prayer requests, or behind-the-scenes – we can be a bit more casual and reactive there. Always caption/annotate for clarity.
• Twitter (X): Brevity is key (though character count is larger now, concise is still better). Share quick news, link to new blog posts or stories, comment on relevant trends (e.g., wishing people a happy Matariki or reacting to a world event with a prayer). Tone: professional but personable. Use visuals (images or short video clips) in tweets as they increase engagement – ensure our branding is visible if appropriate (like a small logo in a corner of a graphic). Maintain UK spelling (Twitter might be more global, but consistency is king).
• LinkedIn: More formal context – here we emphasise organisational news, partnerships, missional thought leadership. Tone is still warm but avoid too many emojis or slang. Share articles on mission trends, job postings for SIM, or volunteer opportunities, in addition to stories of impact. Ensure any imagery here is high-quality and perhaps include our logo on the image (LinkedIn posts often get reshared beyond our immediate followers).
• YouTube (if applicable): Brand the channel with our visuals (banner, logo). Ensure video thumbnails have a unified style (possibly a bottom corner with our brushstroke and logo). Within videos, include a brief title card or end card with our branding.

Brand Consistency:

• Use the same handle (where possible) and a similar bio across platforms: e.g., “SIM New Zealand – Serving In Mission. We connect Kiwis with cross-cultural mission opportunities to share Christ’s love where He’s least known. #NoOneShouldLiveAndDieWithoutHearing” (adjusting length per platform limits).
• Always incorporate elements of our identity: profile pic is usually just the square koru symbol (for readability at small sizes). Our bio or cover should mention our website and possibly a contact email.
• Colours: when creating any social graphic, stick to our palette. For example, an announcement graphic might be our Ocean Blue background, white text in our font, and a red brushstroke underlining a key word.
• Templates: It can be helpful to have a few Canva or Photoshop templates: one for a quote (with the square frame and a place for a quote text), one for an event or stat (with our colour blocks), etc. This ensures volunteers or staff who make social posts have a starting point aligned with the brand.

Do’s and Don’ts:

• Do engage – social is a two-way street. Like and reply to comments. Follow related orgs. Social media shouldn’t be a broadcast only.
• Do monitor for misuse of our name or logo. If a partner church posts something with our logo distorted, kindly share the correct version or offer help.
• Don’t post anything that contradicts our values or statement of faith. Even when engaging trends, avoid divisive political statements or anything that could compromise our Christian witness or charitable status.
• Don’t use social media language that is overly trendy at the expense of clarity – e.g., avoid heavy slang or abbreviations that not all will understand (some mission supporters might be older and not as net-savvy, etc.).
• Don’t forget accessibility: use image descriptions (alt text) for visually impaired followers, and caption videos for those with hearing impairment.

Social media is often the first touchpoint for the public with our brand. By applying these guidelines, we ensure that touchpoint is positive, professional, and a clear reflection of SIM New Zealand’s heart and identity.

Mission partner communications

Mission partners (our missionaries and field workers) are at the core of SIM New Zealand’s ministry, and how we communicate with and about them is crucial. This section covers two aspects: (1) communications to our mission partners (internal comms, newsletters to them, etc.), and (2) communications about our mission partners (raising support, telling their stories, etc.). Both should consistently reflect our brand style.

Communications to Mission Partners:
These include things like orientation manuals, prayer update emails, member care letters, or internal newsletters (if SIM NZ has something like “SIM NZ Family News” for those on the field).

• Tone: Use the same warm, supportive tone but you can assume a bit more familiarity because these readers are “insiders” to SIM. Still, avoid slang or laxness; maintain professionalism and clarity.
• Encouraging & Pastoral: Often the purpose is to uplift and inform. Start with a brief devotional thought or affirmation when appropriate (keeping it genuine, not a platitude). Acknowledge challenges they might face (loneliness, cultural stress) and remind them they’re not alone – we are journeying with them (fulfilling our brand promise).
• Consistency: Even internal docs use our brand voice and visuals: the SIM letterhead for official letters, our fonts and colours in PDFs, etc. It reinforces that every part of their experience with SIM is unified.
• Information Design: Mission partners have limited time and possibly limited internet. Be concise. Use headings, bullet points (checklist for upcoming requirements like visa renewals), and highlight key dates or actions clearly. For example, an email might have bold subheadings like Prayer Points, Important Dates, Resources, making it easy to skim.
• Privacy: Internal communications can mention specifics (names, locations) freely within the secure group. Mark any confidential content as such so they handle carefully on their end too.

Communications about Mission Partners:
This includes fundraising brochures, prayer cards, website profiles, and updates in church communications.

• Respectful Storytelling: Always get the mission partner’s input and permission on what is shared. Portray them not as flawless heroes but as dedicated, relatable individuals. Emphasise their ministry and the people they serve more than their personal accomplishments. For instance, instead of “John planted 5 churches”, say “Through John’s efforts and God’s grace, new fellowships have started among the XYZ people.”
• Imagery: Use good photos of the mission partners (with local friends or context if possible, not just a passport-style headshot). Apply our imagery guidelines – show them engaged in ministry, not just posing in front of a building. If security is an issue, use silhouette or back-of-head shots, or abstract imagery (hands holding a Bible, etc.) that represent their work without showing faces.
• Format Examples:
• Prayer Cards: Typically small (postcard size) print pieces for supporters – include the mission partner’s photo, name, location (if allowed), short mission description (“Serving in [country] with youth ministry” etc.), and key prayer points or a Bible verse. Brand it with SIM NZ logo and colours, so if a church has many mission cards on a board, ours are recognisably from SIM.
• Email Newsletters from Mission Partners: Many mission partners send their own newsletters. Provide them with branded templates or at least encourage them to use certain elements – e.g., suggest they use our logo at the top or bottom, or sign off as “Your SIM New Zealand Mission Partner” to reinforce the connection. Offer a simple Word template: it could have a title in our font and colour, maybe a banner with the square frame design, so their personal stories still carry the SIM look.
• Stories on Website or Magazine: When writing a profile or update, follow journalistic clarity but with our tone. Perhaps write in third person for a story format or do Q&A with the person for variety. Always tie the story back to the bigger picture (vision/values) at the end, e.g., “This is one way we see God at work so that no one lives and dies without knowing Christ.”
• Do’s:
• Do highlight partnership: mention sending church or local church partnerships in the story to acknowledge team effort.
• Do update statuses: when a mission partner goes on home assignment, let supporters know through consistent channels (social or bulletins) and celebrate milestones (5 years of service, etc.) with our brand voice (“We thank God for Ella’s faithful service in Thailand these past 5 years…”).
• Do equip mission partners: give them a short guide (maybe this one!) on how to represent SIM brand in their communications. Encourage them that using the brand elements actually helps their cause – it lends credibility and a unified front to supporters.
• Don’ts:
• Don’t overshadow individuals with the SIM brand. It’s a balance: we want consistency, but we also value their personal touch. So, for example, a missionary’s newsletter can still have their own name as the header; just subtly branded with SIM in footer and maybe colours.
• Don’t publish any sensitive info publicly that could endanger people or work. If in doubt, leave it out or phrase generally (“in a South Asian city” instead of the specific place).
• Don’t forget to tell supporters how they can connect. Every story or profile should have a call-to-action like “If you’d like to receive John’s newsletter or support him, please contact us at …” using our standard contact section style (see Governance and Contact).

By handling mission partner communications with brand consistency and care, we ensure the stories and needs of our workers are conveyed with clarity, dignity, and impact – strengthening the connection between those who send, those who go, and those who receive the gospel.

Print and digital application

Our brand should be executed cleanly and consistently whether in print (brochures, banners, business cards) or digital (websites, email, PDFs). This section covers general application guidelines to ensure the brand translates well across mediums.

General Design Principles:

• Keep it Simple: Both print and digital designs benefit from a clean, uncluttered approach. Use white space generously. One strong image or graphic element per page/screen is often more effective than many competing elements.
• Grid and Alignment: Use a grid system for layouts (e.g., a 3-column grid for an A4 brochure or a 12-column grid for a website). Align elements to this grid and to each other – it creates harmony and a polished look. Our square motif’s angular nature can inspire diagonal alignments, but use those as accents; core text blocks should remain aligned for readability.
• Accessibility (Digital): Ensure our website and digital docs meet accessibility standards: proper heading structures (H1, H2, etc.), alt text on images, high contrast between text and background, and legible font sizes (aim for 16px body text on web). This inclusivity aligns with our Every Person ethos.

Print Specific:

• Brochures/Booklets: Use our colours and typography consistently. The cover could feature the square frame prominently (perhaps as a window to a photo) and a concise title in our font. Inside pages: maintain hierarchy with headings in our accent colour, body copy in black/dark grey. For multi-page documents, ensure the logo appears somewhere (back cover or an inside page) along with contact info.
• Business Cards: Typically include our logo, person’s name/title, and contact info. Use front and back if needed – e.g., logo on one side (with a nice brushstroke background perhaps), details on the other. Stick to our typeface. Possibly use a spot UV or embossed effect on the square symbol if budget allows, as a classy nod to the texture (but that’s optional).
• Letterhead: A4 size with our logo and organisation name top (or bottom) in header/footer. Follow NZ conventions (some letterheads include a physical address, phone, web in small text at bottom). The rest of the page is blank for content. Our logo colour might appear as a thin line or accent. Provide a Microsoft Word template with these elements in place.
• Posters/Banners: For events or church displays, distill the content. Large title (perhaps angled slightly, echoing our dynamic style), impactful image, clear call-to-action (e.g., event date and website). Ensure the logo is present but not overwhelmingly large – likely bottom right corner, at a size that’s visible but not the focal point. Avoid putting text too close to edges (respect a margin equal to or more than the clear space rule).
• Printing Considerations: Use high resolution images (300dpi). If using the brushstroke in vector, ensure the texture is properly embedded. If colours need Pantone matching (for a big print run like a banner), identify the closest Pantone to our palette and note it in the artwork for the printer.

Digital Specific:

• Website: Likely our most comprehensive brand expression. Stick to our fonts via webfonts. Use our colours in a balanced way: primary navigation bar in blue or white with blue text, accents like buttons in red, etc. The square motif can be used as a hover effect or background shape. Make sure the site is mobile-responsive; on small screens, the design should still hold (our logo might simplify to just the symbol on tiny screens). Test readability of all text. Follow web standards for HTML so screen readers can parse content (e.g., alt text: “Photo of SIM nurse tending to a patient in Nigeria”).
• Email Templates: Use a consistent header (maybe our logo and a banner image with a brushstroke edge). Use our typography – if our exact font isn’t available via standard email fonts, choose a close system font like Arial for body text for safety. Keep emails to single column, 600px width for easy reading. Use buttons in our colour for calls to action. Always include our contact and social links in the footer (in a smaller, light grey text).
• PowerPoint/Slides: Create a template with our logo and perhaps the square frame motif on the title slide. Following slides can be simple: maybe a smaller logo or just a coloured line at the bottom. Use our fonts (or system fallbacks) and colours for headings and bullet points. Ensure text is not too dense on slides – align with our short paragraph guidance (3-5 lines of text max per slide ideally).
• Video: If making videos or slideshows, use our visual style for opening and closing frames. A closing frame could be our logo on a white background, with our tagline or website. Lower thirds (name titles) could have a small brushstroke graphic on the side and use our fonts.
• Downloads/Resources: Any PDFs or resources that people download (study guides, prayer guides) should be clearly branded: cover with logo, consistent fonts inside, and credit SIM New Zealand on the last page. Also, in terms of file naming, include our brand (e.g., SIMNZ_PrayerGuide2025.pdf) to maintain professionalism.

Do’s and Don’ts (General):

• Do test print colours with a printer if possible; screen colours can vary. A print proof for important materials (annual report, etc.) is worth it.
• Do maintain brand elements even in co-sponsored materials. If we co-create a flyer with a church, don’t compromise our logo usage rules – find a balanced way to include both brands (see co-branding section).
• Do consider longevity. A well-designed piece might be reused for a couple of years (especially banners or displays). Avoid referencing very time-specific visuals (year, trend) that would date it unless necessary.
• Don’t allow local improvisation that deviates (“I’ll just throw the logo in WordArt” or “we had to use comic sans because the font wasn’t on the computer”). Always provide alternatives or templates to avoid this.
• Don’t overcrowd. Particularly on digital, less is more – people skim. Use our key messages and short sentences, and direct people to the website for full info when needed (instead of packing everything into a poster, for example).

The goal is that whether someone holds a SIM NZ flyer or clicks on our website, it feels the same – same spirit, same clarity. Print or pixel, our identity should shine through with excellence and consistency.

Merchandising

Branded merchandise turns our identity into tangible items that people can wear or use, spreading awareness and fostering a sense of belonging to the SIM NZ community. From t-shirts to pens to USB drives, it’s important that each item reflects our brand properly. Here’s how to approach merchandising:

General Style:

• Simplicity: Merchandise often has limited space (think a pen or a cap). Usually, just our logo or a very short phrase is best. Trying to put too much (like a mission statement) will result in tiny, unreadable print.
• Quality: Choose merchandise items of good quality. A sturdy pen, a soft cotton t-shirt – the quality will subconsciously reflect on our organisation. Something that breaks easily or looks cheap can harm perception.
• Colours: Use our brand colours for merchandise base or printing when possible. E.g., a t-shirt in our SIM Red with white logo, or a white mug with full-colour logo. Ensure colours print correctly (might need Pantone for screen printing fabrics).

Specific Items and Guidelines:

• Apparel (T-shirts, Polo Shirts, Jackets):
• The logo can go on the left chest or centered on the front. Left chest is often more subtle and professional (especially for polos/jackets at events), while big front-center can be for volunteer teams or supporters at informal events.
• Use either full colour (if on a white/light shirt) or a single-colour white logo (if on a red or dark shirt).
• Avoid putting lots of text on the back unless it’s a special shirt (like an event shirt with theme). Our tagline “By Prayer” or “No one should live and die without Christ” could go on the back in smaller text, but weigh if it’s needed. Sometimes just the logo is powerful.
• Sleeve prints: could put our website or a hashtag (#SIMNZ or similar) small on a sleeve or the upper back. Make sure any text is clear and not too small.
• Badges/Pins: A lapel pin of our square koru symbol could be nice – just the symbol in red or metal form. For printed badges (like conference name tags), incorporate the logo and use our colours for lanyards or badge holders.
• Stationery (Pens, Notepads):
• Pens: likely just the wordmark “SIM New Zealand” with maybe a small square symbol if space allows, in a single colour print (white on a red pen, or red/blue on a white pen). Ensure text is in our font if possible (sometimes printers have limitations, but our sans-serif should be fine).
• Notepads: cover can have a full-colour logo and maybe the square frame lightly in the background. Inside pages could even have a faint grey logo watermark if desired.
• Folders: For info packs, a presentation folder could be red with a white logo front, or white with a red brushstroke pattern and logo – consistent and eye-catching.
• Mugs/Drink Bottles: A mug could feature our logo on one side and perhaps a key message on the other (“Serving In Mission” or “By Prayer to the Nations” if we have an internal motto). Keep it clean – large enough logo to read at a distance. Same with water bottles – maybe just the symbol large and the text small below.
• USB Drives: These are tiny, so either print the symbol or just “SIM” on them. Red or blue casing would tie into our palette.
• Banners/Tablecloths: For events, a tablecloth with our logo and perhaps the brushstroke at the bottom can dress a booth. A pull-up banner might have a dramatic photo, our logo, and a one-liner (“Everywhere. By Prayer. SIM New Zealand” or similar). Keep those following the earlier print guidelines but scaled for large format.
• Stickers/Decals: Great for handing out to youth or at events. A square sticker of our symbol, or a rectangular one with logo plus a short tagline, can go on laptops, water bottles etc. Ensure high resolution so the printing is crisp.

Design Considerations:

• Logo Clearance: Even on merch, respect the clear space – don’t let a t-shirt design put text too close to the logo etc. Because sometimes vendors cram things.
• Contrast: If embroidering on a shirt, ensure the thread colours match our palette and contrast with the fabric. E.g., if on a navy shirt, do the logo in white thread (since red on navy might not pop as well).
• Special Finishes: If budget allows, embroidery (for cloth) or engraving (for metal items) can look premium. Ensure the vendor can accurately reproduce our symbol in those mediums. Simplify if needed (the brushstroke detail might be hard to embroider exactly; you might opt for a solid-edged version for that purpose).
• Quantities and Audience: Choose merch that fits our audience. For a youth event, wristbands or T-shirts might be best. For a pastor’s conference, maybe nice pens or leather notebooks with embossing. Always brand them so that when someone picks it up later, they remember it’s from SIM NZ.

Do’s and Don’ts:

• Do have someone check a proof or sample of merchandise. Colours and clarity can sometimes surprise you – better to adjust before mass production.
• Do use merchandise as an extension of our mission: perhaps include a short message. For instance, a bookmark could have a scripture on one side and our logo on the other. It provides spiritual value as well.
• Don’t overdo multiple logos: one is enough. (E.g., on a shirt don’t put a huge logo on front and another on the sleeve and another on the back – looks overbearing.)
• Don’t produce items that conflict with our values (like avoid branded stress balls that are globe-shaped if they distort country sizes – a minor thing, but sensitivity to global representation, or avoid items that are wasteful plastic trinkets that might be seen as not caring for creation).
• Don’t alter our logo lockup just to fit merch. E.g., don’t stack the “SIM” and “New Zealand” differently unless we’ve created an approved alternate lockup for small spaces. If in doubt, just use “SIM” or the symbol.

Merchandise should instil pride in our team and give supporters a way to show they’re part of the mission. Each item out in the world is a tiny ambassador for SIM New Zealand. With smart, consistent design, we ensure those ambassadors carry our identity correctly and attractively.

Signage and events

Events – whether they’re church presentations, missions conferences, or SIM NZ gatherings – and our signage (office signs, building plaques) need to clearly communicate our presence and be instantly recognisable. Here’s how to apply our brand in these contexts:

Event Presence:

• Banners and Backdrops: Use pull-up banners or backdrops with our key branding. A common setup: one banner with our logo and tagline, another with a powerful photo and a short message (like “Hear God’s call? We have a place for you – sim.org.nz”). Keep text large and minimal for distance legibility. Ensure colours don’t clash under event lighting.
• Presentation Slides: If speaking at a church or conference, use our branded PowerPoint template (from Print & Digital Application section). The first slide should boldly show our name and perhaps the Every Person tagline. Last slide should have contact info and logo. Avoid using the church’s or another org’s template when representing SIM – politely stick to ours to maintain brand identity (unless there’s a required joint format).
• Stall/Booth Design: If we have a booth, consider a tablecloth (mentioned in Merchandising), a monitor looping a SIM video (with branded title slides), and consistent poster/flyer design on the table. Even things like name badges for our reps can carry our logo and use our font.
• Speaking Points: Even though spoken, ensure our key messages are delivered. For example, in an event speech, mention “no one should live and die without hearing of Christ” and “we have a place for you” to reinforce those brand messages verbally.

Signage (Office and Misc):

• Office Signage: If we have an office or building, the exterior sign should use our logo in correct proportions and colours (likely the full colour or white version if on glass). Comply with any landlord or local regulations for sign size. Interior office signage (reception wall logo, door signs) should also follow our fonts and colours. E.g., a frosted glass with the square koru symbol, or a wall vinyl of our logo and perhaps a scripture in our font on a feature wall.
• Directional Signs at Events: If we host events (like a SIM conference or a fundraiser run), any directional or informational signs (e.g., “Registration this way”) should be in our style: white background, our blue or red arrow/heading, our font. It’s those little touches that make an event feel professionally branded.
• Vehicle Branding: If we ever brand vehicles (like a SIM NZ van), keep it simple: our logo and website on the side. Possibly a tagline like “Serving In Mission – sim.org.nz”. Use contrasting colours for readability from afar (white vehicle with our full colour logo works, or a red/blue stripe with white logo).
• Event Print Materials: Name tags, programmes, brochures for the event – ensure consistent design. For example, a conference programme might have our square frame on the cover. Name tags might be colour-coded for staff vs attendee but all with SIM logo. Little things: even lanyards could be in our brand colour with “SIM New Zealand” text.

Public Displays and Signs:

• Church Displays: If we give a church a plaque or certificate (like “This church partners with SIM” or something), design it elegantly with our branding and maybe the church’s name in our secondary font.
• Informational Posters: Sometimes we might have a poster in a church missions board – design that like a snapshot of who we are: include vision, a map or stats, and photos. Use our style so even from across the room, one sees that consistent SIM NZ look.

Style Considerations:

• Scale Up Quality: Large format requires high-res images and vector graphics. Always use vector logo files for big prints (the logo should never be pixelated on a banner!). The brushstroke edges on a 2m tall banner can reveal detail; make sure the graphic is high quality enough.
• Visibility: Use high contrast and bold elements. In a busy event hall, our display should catch attention: the red and blue of our palette can help with that, as can a compelling short headline (“Where is God leading you?”) in big letters to draw people in.
• Cultural Sensitivity: At events, especially if multi-ethnic, be mindful: If doing a welcome slide, could include “Kia ora, welcome” to acknowledge local culture. If doing an international gathering, maybe have mini flags or languages in a subtle way. These can be done within brand (like small icons or a list in our font).
• Multimedia: Often at events we might show a video or a slideshow. Ensure those media themselves are branded (as per Digital App). If handing out printouts, they should be in brand. The more touchpoints we brand, the more immersive and memorable it is.

Do’s and Don’ts:

• Do rehearse your visual setup: set up the banner and see from 10m away – is the text readable? Is the logo prominent enough? Better to adjust beforehand.
• Do encourage event partners to include our logo in their promotions. If a church is advertising “SIM speaker coming Sunday”, give them a nice image or our logo to include so it’s correct.
• Don’t go off-brand for gimmicks. E.g., if the theme is a safari, don’t suddenly make a cheesy “SIM Safari” cartoon sign that doesn’t align with our identity. Themes can be worked with, but our core brand should still show (maybe do a safari motif within our design framework).
• Don’t forget signage maintenance: Replace or fix any signs that wear out (sun-faded banners, etc.). A tatty sign undermines perception.

By paying attention to signage and event branding, we ensure that whenever and wherever SIM New Zealand shows up publicly, we present a unified, professional, and welcoming face. People may not consciously note it, but consistent branding builds trust and familiarity, making our mission message even more credible.

Co-branding and partnerships

SIM New Zealand often works in partnership with churches, other ministries, or umbrella organisations. Co-branding is when our brand appears alongside another organisation’s brand. It’s crucial in these instances to maintain our identity while respecting the partner’s identity, achieving a harmonious collaboration.

General Co-branding Principles:

• Balance: The goal is to give appropriate visibility to both (or all) partners. Often this means logos appear side by side, of equal size, or according to contribution. Ensure the SIM logo is not disproportionately small or tucked away if we’re an equal partner.
• Clear Separation: Don’t blend logos or create a new mixed logo. Keep each logo distinct. A common approach is to separate logos by a thin line or by space and align them either horizontally or vertically.
• Agreement: Check if a formal co-branding guideline or MoU exists with certain partners (some large churches or NGOs have rules: e.g., “when using our logo, leave clear space equal to X, and don’t alter colour”). Likewise, provide our logo usage guidelines to partners when they use our brand.

Usage Scenarios:

• Joint Events: If hosting a conference with another organisation, marketing materials should feature both logos. For example, “SIM New Zealand & NZCMS present: Missions Expo 2025”. In the poster, place both logos at top or bottom. Use the same approximate visual weight (our red logo vs. maybe their blue – ensure neither outshines by being too bold or too faint).
• Sponsorships: If we sponsor an event or resource by another org, our logo might appear in a “supporters” section. Ensure they have the correct file (likely the full-colour logo on white or mono logo if on a dark background). Provide a vector if they’re printing it. Request a proof if possible to confirm correct usage.
• Publications: Co-authored books, research, or a prayer guide done with someone else: you might have covers where two logos share space. Typically one in each bottom corner, or one top left, one top right. Or if it’s many logos, a cluster of logos. Make sure ours is legible. Insist on not stretching or altering our logo (sometimes people try to make all logos same height even if different shapes – it can squish some; better to maintain aspect ratio and align by optical middle or bottom).
• Partner Websites: If a partner lists us on their website, ensure they use our updated logo and perhaps a one-liner description consistent with our positioning. Conversely, on our site, if we list partners, do the same courtesy – maintain their brand accuracy.
• Ministry Programmes: Sometimes a project has its own branding (e.g., a local ministry we support has a name and logo). When we feature it, we might say “A ministry of SIM New Zealand in partnership with XYZ” – visually, could have the project logo, then small “A ministry of [SIM logo]” tagline. Design such lockups carefully, likely by creating a small graphic that combines them in a tidy way (like project logo, underneath in smaller font “with SIM New Zealand” next to our symbol).

Design Approaches:

• If co-branding on the same piece of content, use neutral design that fits both identities. E.g., if one brand is green and ours is red, maybe design the piece mostly in neutral whites/greys with each brand represented by their logo and a minor accent in their colour to avoid clashing.
• If one partner’s brand is much more established or has lead (say we partner with MFAT or a big church), be willing to adapt within reason. We might agree to follow their style on a joint brochure, but still ensure our logo is correct and our core message gets across.
• A good co-brand design might have a co-branded header: e.g., a banner with a brushstroke on one side in our red, and a different motif on the other in the partner’s colour, meeting in the middle, to visually show collaboration.

Do’s and Don’ts:

• Do maintain our voice in any jointly written content. Even if the partner has a more corporate tone, find a middle ground where our warmth remains but maybe toned to fit the context.
• Do clarify credit: If telling a story with multiple orgs involved, mention each appropriately. E.g., “In partnership with XYZ Church, SIM has launched…”. Transparent partnership builds trust.
• Do celebrate partnerships: Feature partners’ logos and names when thanking or reporting, as appropriate, to show we value them (like “Special thanks to [logo] for their support”). Just ensure context is clear so people don’t think that partner is endorsing everything if it’s just support for one event.
• Don’t overshadow a smaller partner. If we’re working with a local church youth group on a project, our materials shouldn’t look like we’re “taking over”. Give their name a fair mention. The converse is also true: if we’re the small partner with a giant org, insist on at least minimum presence.
• Don’t use partner logos without permission or proper format. Always get official logo files from them – never copy-paste from a website (usually low res). And follow any colour or spacing rules they have, as we expect them to do for us.
• Don’t let our logo be modified. If a partner sends back a design where our logo is, say, all grey to match their aesthetic, politely ask for it to remain in colour or approved mono. There’s usually a solution (maybe all partner logos in greyscale in one context, if uniformly done, could be okay if we agree – but be cautious as our red is part of our recognition).

The essence of co-branding is respect and clarity. We want audiences to see unity between partners but also clearly identify who’s who. A good co-branded piece will communicate collaboration without brand confusion. By sticking to these guidelines, we ensure SIM New Zealand’s identity remains strong and our values aren’t diluted, even as we work hand-in-hand with others in the body of Christ.

Governance and contact

Maintaining brand integrity isn’t just a creative endeavour; it involves governance – clear roles, processes, and points of contact for brand-related decisions. This section outlines how we steward the SIM New Zealand brand and where to turn for guidance or approvals:

Brand Governance:

• Brand Manager/Champion: [Name or Role] is responsible for overseeing brand consistency. This includes updating these guidelines, approving major design outputs, and training staff or volunteers in using the brand. (If no dedicated person, assign this to the Communications Director or similar.)
• Approval Process: All public-facing materials (e.g., new brochures, significant web changes, promotional items) should be reviewed by the brand champion or a small brand committee before release. This ensures a second set of eyes for consistency. Establish a simple workflow: for instance, design team creates -> checks against guidelines -> submits to comms director for approval -> finalise.
• Updates to Guidelines: The brand is dynamic – if changes are needed (e.g., adding a new secondary colour, or new logo lockup), they must be deliberated and then documented in an updated version of these guidelines. Version control is important; e.g., “SIM NZ Brand Guidelines v1.0 (2025)”. If updated, circulate to all staff/contractors and replace old versions.
• Training: Conduct brief training sessions for key groups – new staff orientation includes brand briefing; missionaries get a session on communications; churches supporting us get a one-pager summary so they present our brand correctly. Possibly create a “cheat sheet” or a one-page style summary for quick reference.
• Assets Management: Keep an official repository of brand assets (logo files, templates, photos, fonts). This could be a shared drive or download link on our website (for partners to access logos). Ensure it’s updated and clearly labelled (e.g., “Logo_FullColor.eps”, “Logo_White.png”, “PrimaryFont.ttf”, etc.). Also, restrict editing – people can use files but shouldn’t change them.

Contact Information:
For any questions or permissions regarding the brand, provide a clear contact:

• Email: [email protected] (for brand and communications inquiries).
• Phone: +64 (0)9 123 4567 ext. 204 (Comms Department).
• Address: SIM New Zealand, [Physical Address], often needed for print items or formal letters. Include postal code and country (especially since materials might go international).
• Website: List our official site (sim.org.nz) as the go-to for more info and resources.
• Social Media: Optionally, list our official handles (FB: /SIMNewZealand, etc.) in case someone has a quick query via DM.

Policies:
Mention any related policies that align with branding:

• We adhere to the SIM International Child Safety and Image Policy (if one exists) – no unauthorised use of children’s images, etc.
• We comply with NZ fundraising regulations, so our communications are truthful and transparent.
• If we have a privacy policy, note that any use of personal info (testimonies, etc.) is with consent.

Coordinating with SIM International:
As part of a global organisation, ensure that we align with any global branding where required. E.g., if SIM International has an emblem or tagline we should carry, or a statement of faith wording we must include somewhere, list those obligations. Conversely, if our NZ brand diverges in specific approved ways (like our unique koru mark), clarify that it’s officially endorsed for NZ context.

Crisis or Media Communication:
Outline that only authorised spokespeople may represent the brand in media. (E.g., “In the event of any crisis communication or sensitive media inquiry, our National Director or Communications Director will handle statements to ensure consistency of message and tone.”) It helps protect the brand from off-message comments.

Feedback Loop:
Encourage staff and partners to give feedback on brand materials they use. Maybe a missionary says “my church found the font hard to read on the prayer card” – that’s useful data. Set up a way to gather and consider such feedback in the next update of guidelines.

Closing Statement:
End on an empowering note: “Every one of us is a guardian of the SIM New Zealand brand. By adhering to these guidelines, we collectively strengthen our witness and ensure that every brochure, email, or conversation reflects the same heart and excellence. Thank you for playing a part in telling the SIM story with clarity and conviction.”

Finally, reaffirm contact: “If you’re ever unsure how to apply these guidelines, don’t hesitate to reach out to the Communications team – we’re here to help you succeed in bringing our brand to life.”