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The Salt Company
Brand Guidelines

updated april 10, 2024
1 – intro
1 – intro

The purpose of this guide is to maintain a cohesive visual identity for Salt Company nationwide while empowering diversity within local Salt Companys.

A cohesive visual identity serves to connect students to both the local and national community of Salt Company, while linking new ministries to the existing national organization.

Our hope is that it reduces the burden on church plants to develop new branding while also serving as a helpful tool for existing Salt Companys. It offers clear guidelines, helpful suggestions, and examples for effective implementation within your Salt Company.

2 – Logo & Color
Download logos

The Salt Company logo should be used in all white or black as much as possible.

The logo MUST be a solid color on a simple background for all social media profile images. Feel free to use your school colors.

  • 1
    Do not use different colors for “THE”, “SALT” or “COMPANY”
  • 2
    Do not use a gradient in the logo
  • 3
    Do not outline any part of the logo
  • 4
    Do not use the logo on a low contrast background.

Use the width of “THE” from the logo to ensure the logo has enough negative or white space. No other information should be in this space.

These logo guidelines are especially important for your website, social media, signage and printed pamphlets.

original painted bedsheet
1987 Logo
updated 2020 logo

The original logo was painted on a bed sheet by a student leader in 1987 for the first Salt Company outdoor kickoff. Since then, we have used a digital version of the original painted logo until "THE" and "COMPANY" were updated with Mark Pro in 2020.

3 – Font
Download Mark pro

Mark Pro is the font used in The Salt Company logo. It is a versatile, timeless, geometric sans serif with a ton of different weights.

If you are going to use multiple weights please do so sparingly and consistently.

For reference, “THE” and “COMPANY” in the logo are set in Mark Pro Medium.

4 – Reference

When referring to The Salt Company in public communication (social media, website, signage, printed pamphlets) please follow these guidelines:

Title Case

  • The Salt Company
  • the Salt Company
  • the Salt company
  • The SALT Company

Plural

  • The Salt Companys
  • The Salt Companies

Limit these abbreviations

  • Salt Company
  • Salt Co.
  • Salt
5 – Examples

The following designs are examples and a small glimpse of what is possible in connecting students to both the local and national community of Salt Company.

They will hopefully serve as helpful guidance or suggestions instead of mandatory rules.

Each Salt Company is unique and our desire is for that diversity to come through while also supporting the cohesiveness of the national identity.

Social media
Use kickoff or sermon graphics to create consistency.
Keep it fun and light.
Use photos of your students that show your large gathering as well as intimate moments.
Don’t forget to have fun!
Try to be informative but also casual.
Use an online tool like colourcontrast.cc to make sure the contrast between the forground and background color is ADA compliant.
Website
Feature The Salt Company logo.
Favor a mobile-first design.
Keep in mind the parents of your students will also be looking at this website.
Make sure the navigation is easy to use and intuitive.
Merch
Push past the logo and use the word “salt” in interesting ways.
Merch is the most visible
aspect of The Salt Company
on campus.
Thread the needle between trendy and timeless.
6 – Conclusion

The purpose of this guide is to maintain a cohesive visual identity for Salt Company nationwide while empowering diversity within local Salt Companys.

If you have any questions or would like further clarification please contact communications@thesaltnetwork.com