Who should use this guide?
These guidelines are intended for anyone who uses NAMB assets or assets for any of the North American Mission Board’s brands for any reason. This includes NAMB employees, media, state partners, church staff or church members, vendors or contractors or anyone else working on behalf of NAMB or a NAMB partner. These guidelines apply to everything from general use to the incorporating of assets into designs for any print, web, social, events, photography, video, promotional items or apparel applications. Please see our Support Page for more information if you have questions about the application of these brand guidelines.
The North American Mission Board (NAMB) is the overarching brand containing two main sub-brands, Send Network (church planting) and Send Relief (compassion ministry). While not necessarily considered a brand, evangelism is also considered one of the primary divisions of NAMB. Everything we do at NAMB is about the gospel, so the evangelism division is a unifying component to all of the other brands. The Annie Armstrong Easter Offering (AAEO) is the annual fundraising campaign that raises half of NAMB’s support and directly funds the church planting efforts of Send Network.
Overall, the NAMB brand aesthetic should feel approachable, clean, emotive and not too corporate. Since much of what we promote and celebrate involve the stories of individuals serving in communities across North America, we try to infuse a human element into our work wherever possible (photos over graphics). Our look is more of a “blended” approach of textures, graphics, photography and typography (used appropriately for the application) with photography and typography being the preferred elements.