Part I — Foundation · Chapter 05
SDARM Brand Book · 2026
05
Verbal
System
The brand's official words. Tagline, nomenclature, copy structures and the library of phrases by context — in every language.
Part I · Ch. 05
6 sections
Language
In this chapter
5.1
Official tagline
The phrase that sums up the brand promise
→ 5.2
Official nomenclature
How to name the Church, departments and events
→ 5.3
Text structures
Formulas for titles, invitations and announcements
→ 5.4
Copy library
Ready-made, adaptable phrases by context
→ 5.5
Adaptation by language
How the verbal system works across 16 alphabets
→ 5.6
Editorial rules
Spelling, capitalization, punctuation and style
→
5.1 — Official tagline

The phrase that sums up
the brand promise

The tagline is the most concentrated verbal expression of the SDARM's identity. It is not a campaign slogan — it is a statement of posture that endures.

Section 5.1 · Tagline · Walking together
"Two Adventist church members walking side by side on a path near the church, warm morning light, from behind angle, modest dress — long skirt and long sleeves — genuine companionship, cinematic, low saturation, 4:5"
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Official tagline — PT
No one walks
alone.
This sentence is not merely beautiful. It is a statement of responsibility. It says that the SDARM commits to presence — not only to proclamation.
English · EN
No one walks alone.
Spanish · ES
Nadie camina solo.
French · FR
Personne ne marche seul.
German · DE
Niemand geht allein.

The tagline does not have to appear on every piece. It is the verbal anchor — used in institutional presentation material, on the cover of the brand book, on the global website and in first-contact evangelistic material.

In local, everyday material, the tone of the tagline should be preserved — but the phrase itself may be replaced by approved variations from the copy library.

Rule for using the tagline
The tagline is never modified, paraphrased or "riffed on" to create local versions. It exists in an official form — and must be used that way or not at all. Unauthorised variations create verbal fragmentation as damaging as visual fragmentation.
"No one walks alone" is not a marketing line. It is a commitment. And like every commitment, it has to be true before it is said.
Chapter 05 · Verbal System
5.2 — Official nomenclature

How to name the Church,
departments and events

Inconsistent names create institutional confusion. When each region uses a different variation of the official name, the brand loses cohesion — and those outside cannot tell whether they are looking at the same organization.

Element Correct form Never use
Name of the Church (EN) Seventh Day Adventist Reform Movement "Reform Adventist", "SDA Reform", "Reforma Adventista"
Name of the Church (PT) Adventista do Sétimo Dia Movimento de Reforma "Movimento Adventista", "Igreja da Reforma", "ASDMR Reforma"
Official acronym (EN) SDARM "SDARM-GC", "SDARM Int'l", "SDA-R"
Official acronym (PT/ES) ASDMR "ADMR", "ASDMR-GC", "Mov. de Reforma"
General Conference General Conference · SDARM "Global GC", "International Headquarters", "Head Office"
Sabbath School Escola Sabatina (PT) · Sabbath School (EN) "SS", "Bible School", "Sunday School"
Sabbath service Culto de sábado · Sabbath service "Sunday service", "Sabbatical service", "Meeting"
Potluck Refeição comunitária · Potluck (EN) "Adventist lunch", "Get-together"
Evangelistic week Semana de evangelismo · Evangelistic week "Special week", "Revival week", "Mission"
Why nomenclature matters
When one region uses "Reform Adventist" and another uses "Seventh Day Adventist Reform Movement", they are perceived as different organizations. Across 127 countries, cohesion in the name is the first level of brand identity — before any visual element.
5.3 — Text structures

Formulas for titles,
invitations and announcements

Text structures are adaptable formulas — not ready-made phrases. They make sure the way we communicate stays consistent even when the content changes.

Structure 01
Titles for a series
or a program
Formula
[Concrete noun] + [verb or preposition] + [spiritual dimension]
"The Table and the Word" · "Walking in Truth" · "The Sabbath and the Family" · "Roots — Bible studies for new members"
Structure 02
Invitations to
services and events
Formula
[What it is] + [when/where] + [a simple invitation without urgency]
"Bible study on Daniel. Every Tuesday at 7 p.m. You are welcome." · "Sabbath service. 14 June, 9 a.m. Bring whoever you like."
Structure 03
Devotional posts
and reflections
Formula
[Concrete human observation] + [connection with faith or Scripture]
"The Sabbath was not made to be productive. It was made to be present." · "The table is also a place of fellowship. Faith grows in everyday life."
Structure 04
Institutional
notices
Formula
[Direct subject] + [necessary information] + [clear next step]
"New visual identity guidelines. In force from January 2026. Visit the Brand Hub for the updated templates."
Structure 05
Welcome
and reception
Formula
[Affirmation of presence] + [absence of any condition] + [open invitation]
"You are welcome here. You do not need to know anything to begin. There is a place for you." · "This is a house of questions. Please come in."
Structure 06
Health
materials
Formula
[Concrete practice] + [real benefit] + [connection to a larger purpose]
"Vegetarian food, balanced and with purpose. Care for the temple God gave you." · "Rest is not laziness. It is wisdom."
Section 5.3 · Structures · Welcome signage
"Simple welcome sign at Adventist church entrance, wooden texture, clean typography, warm afternoon light, no people, close-up, low saturation, documentary style, 4:3"
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5.4 — Copy library

Ready-made phrases
adaptable by context

The copy library is the SDARM's official verbal repertoire. These phrases were written in the correct tone and can be used directly or adapted to the local context — without losing the character of the brand.

Worship and Sabbath
For invitations, posts, signage and worship material
General invitation
"Sabbath worship begins at 9 a.m. Everyone is welcome."
Sabbath post
"The Sabbath gathers us. A day to stop, worship and rest together."
Opening a service
"Welcome. If this is your first time here — there is a place for you."
Closing
"The service ends. The fellowship continues."
Evangelism and first contact
For outreach material, leaflets and social media content
Opening
"You are welcome here. No rush. No pressure. Just presence."
Invitation to study
"The Bible has answers to questions no one has asked out loud. Come and study."
About the Church
"We are a community that believes faith was not made to be lived alone."
For those coming back
"If you have been away for a while — the door is still open. There is no judgment here."
Community and meals
For shared meals, social events and fellowship posts
Potluck
"After the service, the table. Bring a dish, bring whoever you like."
About food
"Vegetarian food, healthy and full of flavour. The table is also a place of fellowship."
About the home
"Faith also grows in the small moments at home — at the table, in the silence, in caring for those close by."
Family
"As a family, in peace and in the presence of God."
Devotionals and reflections
For posts, stories and moments of meditation
General reflection
"A moment to stop, listen and remember what truly matters."
About the Sabbath
"The Sabbath was not made to be productive. It was made to be present."
About the Word
"Scripture does not age. It speaks to the time in which it is read."
About the way
"We are not finished. We are in reform. And that is enough to begin."
5.5 — Adaptation by language

How the verbal system
works across 16 alphabets

The SDARM communicates in dozens of languages. The verbal system has to work in all of them — preserving the tone and character of the brand, not merely translating words.

Literal translation rarely preserves tone. The word "acolhimento" in Portuguese carries an affective weight that may have no direct equivalent in every language.

That is why the verbal system defines principles of tone — not just phrases. Whoever translates into another language must preserve: composure, clarity, humanity, the absence of manufactured urgency and biblical faithfulness.

Every region with a different language should have a communication officer able to judge whether the translation preserves the character — not only the meaning.

Tagline by language
The official tagline "No one walks alone" in its approved versions. Other versions require approval from the General Conference communication team.
Portuguese · PT
"No one walks alone."
English · EN
"No one walks alone."
Spanish · ES
"Nadie camina solo."
French · FR
"Personne ne marche seul."
German · DE
"Niemand geht allein."
Italian · IT
"Nessuno cammina da solo."
Romanian · RO
"Nimeni nu merge singur."
Russian · RU
"Никто не идёт в одиночку."
Translation principles
1. Preserve the serene tone — avoid words that sound urgent or authoritarian in the target language.
2. Prefer simple language — everyday words, not religious jargon.
3. Test with native readers before publishing — what sounds natural in Portuguese may sound formal in another language.
4. Phrases approved by the General Conference take priority over local adaptations.
5.6 — Editorial rules

Spelling, capitalization,
punctuation and style

Editorial consistency matters as much as visual consistency. When each piece uses different conventions — capitals, abbreviations, punctuation — the brand looks careless.

Use of capitals
Correct
Sabbath service · Sabbath School · Sabbath · Bible · Scripture · General Conference · SDARM
Incorrect
sabbath Service · sabbath school · bible · scripture · general conference
Punctuation and exclamation marks
Correct
"You are welcome. We begin at 9 a.m." — full stop. At most one exclamation mark per piece, and only when it is genuinely needed.
Incorrect
"Come!!! It will be incredible!!! Don't miss it!!!" — multiple exclamation marks contradict the brand's serene tone.
Abbreviations and acronyms
Correct
SDARM (EN) · ASDMR (PT/ES) — acronyms only after the full name has been given at its first use in the text.
Incorrect
Using acronyms without introducing them first. Inventing unofficial local acronyms such as "IASDMR", "MAR", "Reforma".
Emojis and special characters
Acceptable use
On social media: one emoji per post, if it genuinely adds context. Never in official documents, posters or printed material.
Incorrect
Several emojis per line. Religious emojis that create a sensationalist tone. Emojis in documents, certificates or signage.
The verbal system is the written voice
of a Church present in 127 countries.
One voice, many languages
The tone is always the same — serene, clear and human. The language changes. The character stays. It is the responsibility of every local communicator to preserve that character in their translation.
Words that last
The SDARM's verbal system does not follow linguistic fashions. A sentence written today should read fittingly in ten years. That calls for conscious choices — not expressive ones.
Less is more
Shorter texts, more direct sentences. The SDARM does not fill space with words. Every word is there because it needs to be. Verbal silence is a brand choice too.
Section 5.6 · Rules · The written word, carefully
"Close-up of a hand writing carefully in a notebook beside an open Bible, warm natural light, wooden desk, simple composition, low saturation, no text visible in frame, 16:9"
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Brand Manager's Note
"The verbal system is the most underestimated part of a brand book — and the one with the greatest effect on how the brand is actually perceived. A perfect logo in a communication with inadequate language does not work. The words have to be at the same level as the visuals."
Hugo Cibalde
Brand Manager
Seventh Day Adventist Reform Movement
General Conference · 2026
← Ch. 04 — Tone of Voice
Next chapter
06 — Art Direction →
SDARM Brand Book · Ch. 05 · Part I — Foundation · 2026