The Salvation Army

This is a running theme of my consciousness at the moment- charity design and the way charitable organisations present themselves. The Salvation Army building in London is a piece of architecture that is indicative of the modernisation of charity branding at the moment. Looking more like a bank, the transparent glass walls are decorated with quotes from the bible- while there is a clear concept here in making the organisation seem approachable and honest (by the fact that there are no visual obstructions or exteriors to the building) I can't quite help but feel it has no personality. It is this personality that i feel would make an organisation seem approachable and trustworthy in the first place...