One month ago, I was having a cuppa at Café Paul next to St. Paul’s Cathedral, after having bought some Christian materials at CLC bookstore near the café. It was around 5pm on a Saturday. While I was drinking my cup of tea, I could see lots of tourists from different countries passing by. I sensed different atmospheres, saw people chatting, laughing, taking photos and eating snacks on the street. I saw one particular group of multicultural people all dressed in grey uniforms and they immediately caught my eyes because of their bright smiles and hearty chatter. They seemed to be finishing work and going towards their office.
‘Who are they?’ I wondered.
After a couple of minutes, a group dressed in similar uniform passed by. I suddenly recognised the Salvation Army symbol on their uniform, and I remembered that the Salvation Army International headquarters is located between St Paul’s church and the Millennium Bridge. They were members of the Salvation Army! They all looked colourful and joyful, even though they were dressed in dull colours. We are taught that the expression of values and vision through brand design is central to an organisation and product or service. However, I saw the vision and values of the Salvation Army not through their ‘branding’ or the design of their uniform, but in their smiling faces and relationships with one another.
This made me think. We are God’s brand – we are His children, made in His image. How can we express our identity, values and vision to reflect this?
