Salvation Army sticks to its guns

The Salvation Army has no plans to review its corporate identity, despite research findings which show that the charity’s image is coloured by an association with brass bands, singing and uniforms.

“We have a very well-established logo and [its change] is not negotiable,” says a Salvation Army spokesman. “It’s clearly identifiable and understandable.”

This spring, opinion research was carried out by GCI Group with 2200 adults to review the success of the charity’s external communications.

“The public does not have a clear understanding of the wide scope of the work undertaken by The Salvation Army, in the area of community and social welfare work,” according to the findings.

“The research shows that The Salvation Army needs to become proactive and project a forward-looking modern image,” the document adds.

However, a GCI spokeswoman declines to comment on the charity’s corporate identity. “We have not given them direct advice on their identity,” she says.

Formed in 1865, the charity has 1668 serving officers and nearly 5000 employees in the UK. Its interests include 50 hostels, more than 900 worship centres, a family tracing service and soup runs.