# THE WORD FOR ALL THE WORLD: Brand System

> **Brand system v8.0 · Messaging guide v2.0 · Updated 2026-08-25**
> Canonical source: <https://brand.theword.world/ai/manifest.json>
> The complete standard, assembled for machine reading. The human guides are at <https://brand.theword.world/brand> and <https://brand.theword.world/brand/messaging>.

This document is authoritative. Where any older deck, site, PDF, or remembered rule conflicts with it, this document wins. It governs work for THE WORD FOR ALL THE WORLD and for its three initiatives: Revival To My City, the EVERY1 Movement, and the School of the Local Church.

Issued August 2026. Applies to theword.world, RTMC, EVERY1, SLC.

Governance: this system changes one way. A proposed edit in writing, approval by Joel Zimmer and Nathan Zimmer, a version bump, and a changelog entry. No silent edits.

---

## 1. What this brand is

**An established institution with a burning message.**

The whole identity is two layers held in tension. When in doubt: the institution stays quiet, and the content burns.

Two layers held in tension. **The institution** is the parent, THE WORD FOR ALL THE WORLD: deep navy, warm paper, serif headlines, dated documents, signatures. It speaks for the record, the prophecy, the official numbers, and the donor relationship. **The movement** is CLEAN, BURN, and TRAIN: bold sans, Flame, real footage. Revival To My City, EVERY1, and the School of the Local Church speak here, for events, activation, testimonies, and the field.

**Boundary.** We never use governmental iconography. No seals, no flags, no eagles. We carry authority; we do not imitate office. One scoped exception is on record (v5.8): the School of the Local Church carries an academic seal, ecclesiastical rather than governmental, under the rules in the sub-brands section. It is the only seal in the house and never appears outside the School's own credentials.

## 2. The foundation

**The public mission line, used everywhere:**

> Strengthening the local church to fulfill the Great Commission, until EVERY1 knows the name Jesus.

**Purpose.** To build a real relationship with Jesus. To please God, walk with Jesus, and minister to Him.

**Mission.** To strengthen the local church to do the Great Commission. Fire starts fire. We burn for Jesus in locations across the world, and they catch it, because they're dry enough.

**Vision.** Every tribe, every tongue, every nation, and EVERY1 will know the name Jesus. (Hebrews 8:11)

**The rally cry.** EVERY1 Will Know The Name Jesus.

**The lead narrative.** Every generation seeks a revival. No one told them it is already here. Revival is not a hope we are waiting on. It is a fact we are announcing. All messaging flows downstream of this posture.

### The prophecy

Received before the ministry had a name for what it would become. It is quoted exactly, in full, or not at all. Never paraphrased, never excerpted for effect.

> As tensions grow between man and foe, the light of THE WORD is needed. No peace they'll find, they'll react in kind, until THE WORD is heeded. But great peace have they that love God's Law, and in that Word their reflections saw, and went forth knowing the enemy is defeated.
>
> Received December 2019

## 3. The six laws

These rules help govern how THE WORD looks, sounds, and carries authority everywhere we appear. Everything we produce is tested against these rules.

### Law I. Few words, spoken as commands.

We organize everything around a tiny set of imperative declarations. Our three are fixed: CLEAN · BURN · TRAIN. Big statements are short; short statements are big.

- Never more than three to five priorities on any page or deck. If everything is featured, nothing is.
- Priority words sit over full-bleed footage, one bold word per panel, mission line beneath.
- Each priority links to its own named page. A priority without a destination is decoration.

### Law II. Everything is a record.

We publish documents, not posts. Field reports, impact reports, devotionals, the prophecy: each carries the marks of a record: a kicker, a dateline, and only official facts.

- Every record opens with a letterspaced kicker and closes with a dateline (what · where · when).
- Statistics come from the official ministry record only, never estimates, never memory (per the Minister Agreement).
- The record register uses Parchment, hairline rules, and DM Serif Text. It is never decorated.

### Law III. One house, named front doors.

Revival To My City, EVERY1, and School of the Local Church live as named pages under theword.world, never as scattered websites. The house lends them weight; they lend the house fire.

- Every sub-brand carries the endorsement line: "A ministry of THE WORD FOR ALL THE WORLD."
- Vanity domains (revivaltmc.com) redirect into their page. They never become separate homes.
- One recorded exception: the future EVERY1 app (YouVersion model, §09).

### Law IV. The institution signs its work.

Authority is anchored in named people. Vision statements close with real handwritten signatures. Reports name who filed them. The institution speaks first; a person is its voice.

- The About page vision statement always closes with Joel's and Nathan's actual signatures.
- Testimonies, field reports, and teachings carry a name. Nothing important is anonymous.
- Signatures are scanned ink, never a script font pretending to be ink.

### Law V. A formal frame around burning content.

Composition is centered, spacious, and disciplined: navy and paper grounds, letterspaced labels, sentence-case serif headlines, hairline rules. The formality is the frame; the footage, the fire, and the testimony are the picture.

- Flame never exceeds a tenth of any composition, and never carries text on a light ground. On Midnight it is the text accent, because Ember fails there (§03).
- Serif headlines are sentence case with at most one italic word; all-caps belongs to the wordmark and labels.
- Generous whitespace is mandatory. Crowding reads as hype, and we are never hype.

### Law VI. Real over staged. Always.

Our homepage already says it: Real People, Real Fire, & Real Change. Every image and every frame of video is documentary, from our conferences, our crusades, our streets. Nothing stock, nothing staged, nothing borrowed.

- No stock photography or stock footage, ever. An empty slot is better than a borrowed moment.
- Every person is shown with dignity, as a co-laborer, never an object of pity (§06).
- Raw beats polished: honest capture over produced perfection, per the ministry's own voice rules.

## 4. Color

Five colors that do one job together. Midnight holds the room and carries the institution. Word Blue supports it where a second structural voice is needed. Parchment is the ground everything rests on, so the page reads as paper rather than screen. Flame is the fire, used sparingly enough that it still means something. Ember is that same fire brought down to text size, where it has to stay readable.

| Token | Name | Hex | Role |
| --- | --- | --- | --- |
| midnight | Midnight | #0B1A2D | Primary ground. Heroes, bands, footers. |
| word-blue | Word Blue | #023D6F | Structural secondary. Logo continuity. |
| parchment | Parchment | #F7F3EC | Light ground. Official paper, never gray. |
| flame | Flame | #F85842 | Non-text accent on light grounds: BURN moments, display numerals, highlights. Never carries text on Parchment or White. ≤10%. On Midnight it is the text accent, because Ember is 3.25:1 there and fails: see accent-on-dark. |
| ember | Ember | #C13A24 | Fire at text size: primary buttons, links, labels, hovers. |
| white | White | #FFFFFF | Cards, reversed text, button labels. |

**Proportion, 60 / 30 / 10.** Parchment about 60 percent, Midnight about 30 percent, Flame a tenth or less. If Flame covers more than a tenth of a layout, the institution disappears and the design reads as a startup.

## 5. System tokens and states

These are the named values to build with. Every one is a design token: a decision made once here and referenced everywhere else by name, so nobody re-picks it per project. The machine-readable copy is published at /ai/tokens.json.

| Token | Value | Rule |
| --- | --- | --- |
| Button hover | #A62F1B | Ember deepened ~10%. State-only. Never a palette color. |
| Focus ring | 2px Ember (Flame on dark), 3px offset | Visible on every interactive element. Never removed. |
| Success state | #5FAD56 | Forms and dashboards only. Never in brand layouts. |
| Error state | #8C1D13 | Forms and dashboards only. Never Flame and never Ember: Ember means "this is the action", and an error is not an action. |
| Warning state | #8A5B12 | Forms and dashboards only. Never Flame, which is a celebration colour and reads as one. |
| Disabled control | 38% Midnight text on 5% Midnight fill | Low contrast is the message. The only place the muted floor may be crossed. |
| Touch target | 44px minimum | Every control on every surface, however small it is drawn. |
| Success on dark | #7FC177 | The success state lifted for a dark ground. The light value is 2.4:1 on Midnight and cannot be read there. |
| Error on dark | #F0968A | The error state lifted for a dark ground. Passes on Midnight and on Word Blue alike. Still never Flame. |
| Warning on dark | #E0B25C | The warning state lifted for a dark ground. Passes on Midnight and on Word Blue alike. |
| Surface on dark | #172537 | Parchment at 5% over Midnight. The raised card and panel ground on a dark page. Any lighter and the accent drops below 4.5:1 on it, which is what fixes this value rather than taste. |
| Accent on dark | #F85842 | Flame. Ember is 3.3:1 on Midnight and fails, so a text accent on a dark ground is Flame. This is the one place Flame carries text, and §03 records it. |
| Photo/video scrim | Midnight gradient, ~70% at text | Required under any text on imagery (§07). |
| Corner radius | 3px buttons · 4px cards · 6px frames | Three steps, no others. |
| Muted text | 80% Midnight (light grounds) · 75% Parchment (dark) | Captions and metadata. Nothing lighter. It fails contrast. |
| Breakpoint | 720px | Single-column below; grids above. |

## 6. Typography

DM Serif and DM Sans were drawn as companions on shared proportions. That is why the page reads as one smooth rhythm. All free on Google Fonts, for every volunteer, partner, and field team.

- **DM Serif Display.** Large headlines, 36px and up. Fine, engraved hairlines. Regular + Italic only. No bold exists.
- **DM Serif Text.** Serif moments from 22–36px: pull quotes, the prophecy, document headings. Regular + Italic only.
- **DM Sans.** Everything functional: body, nav, labels, buttons, sub-brand materials. Weights 400–700 with true italics.

Stacks as the site renders them:

- Serif display: `'DM Serif Display', Georgia, 'Times New Roman', serif`
- Serif text: `'DM Serif Text', Georgia, 'Times New Roman', serif`
- Sans: `'DM Sans', -apple-system, 'Segoe UI', Helvetica, Arial, sans-serif`

Three faces, and no others. All three come from Google Fonts, so every volunteer, partner, and field team can install them free. Where they cannot load, the fallbacks are Georgia for the serifs and the system sans for DM Sans. Proxima Nova is retired and is not used again.

The serif has Regular and Italic and no bold cut. Where a headline needs more weight, it goes up a step rather than getting heavier.

## 7. Logo

**The wordmark stays.** The wordmark is fixed and is not redrawn. It sits beside DM Sans as family, because both are built on the same geometry, and its letterspaced sub-line already matches the eyebrow style used throughout this guide. The serif never enters the lockup. Inside the wordmark zone, the mark owns all-caps.

THE WORD's masters are a vector reconstruction rather than an original drawing, so their outlines are dense polygons rather than true curves. This is invisible on screen and in normal print. Before any large-format use, a banner, a vehicle, or a building sign, the mark is redrawn as true curves and approved. Revival To My City is not affected: it is set in real font outlines. Provenance for every master is recorded at /ai/assets.json.

## 8. Photography and video

Law VI applied. Our imagery is documentary evidence of what God is doing, captured in our conferences, our crusades, and our streets. It is treated like the record it is.

### Photography

- **Documentary only.** Real moments from real ministry. No stock photography, ever. An empty slot is better than a borrowed moment.
- **Dignity is non-negotiable.** Every subject, especially in Uganda and especially children, is portrayed as a co-laborer in the gospel, never an object of pity. No poverty-framing, no exploitation of need. Consent before capture; official media use follows the Minister Agreement.
- **Every photo is a record.** Published photography carries a caption in the record register: what happened, place, and date. Names when known and permitted.
- **Honest color.** Natural grading. No heavy filters, no HDR drama, no artificial warmth. The moment carries the drama.
- **Text needs a scrim.** Type over imagery sits on the Midnight scrim (~70% at the text). White or Parchment text only. Never Flame or Ember text over photography. Logo per §06.

### Video

- **Footage is the fire.** Full-bleed motion belongs in heroes and priority panels: muted, looping, roughly 6–15 seconds, cut from real field footage.
- **Captions, always.** Every spoken word is subtitled in DM Sans 500 or heavier, on the Midnight scrim bar. Most viewers watch with sound off; captions are also an accessibility requirement.
- **Still fallback, always.** Every loop ships with a still frame honored under prefers-reduced-motion and on slow connections.
- **Lower thirds in the system.** Name and role in DM Sans, letterspaced caps, on the scrim bar, with an optional Flame tick. Nothing animated or bouncing.
- **Raw beats polished.** Honest capture is on-brand, a Wednesday-worship phone recording included. Over-produced hype editing, dramatic sound design, and manufactured urgency are not. We are never hype.

### Field capture standards

- **Shoot every key moment twice** once vertical for Reels/Stories, once horizontal (16:9) for the website, priority panels, and YouTube. The web starves without wide frames.
- **Consent is announced and logged.** Hosts announce photography at the start of every session; anyone captured individually (testimonies, portraits) gives explicit permission. One line in the event run-sheet, every event.
- **Caption at capture, not from memory.** Rename files the same day as YYYY-MM-DD_place_event_## and keep a one-line log: what happened, where, when, who shot it. No photo publishes without its record.
- **Sweep the stage edges before sessions.** Cables, wedges, and water bottles out of the frame line. Tidying is not staging.
- **Own the golden hour.** Midday under cream canvas runs flat and blown; assign someone to shoot the last 30 minutes of daylight and the evening sessions, every event.
- **Fill the missing shots:** prayer and ministry moments up close · a Bible passing from one hand to another · testimony portraits · exteriors that establish place · details (open Bible and pen, the offering basket).

Bracketed caption fields are pending verification against the ministry record. Law II applies to captions too.

Both clips above are the ministry's own footage from the July 2026 conferences, playing here exactly as they would in a hero. The three approved loops and their posters are listed at /ai/assets.json.

The photographs above are the ministry's own, from the July 2026 conferences, and set the standard for all future capture. The video frames are the ministry's own conference loops, playing as they would in a hero. The one remaining gradient is the DON’T card, which is a deliberate counter-example.

## 9. The record

**The record, set as a document.** Law II and Law IV in their purest form. The canonical treatment, in order: short rule, letterspaced kicker, the body in DM Serif Text italic, dateline, signatures. Always on Parchment. Reuse this exact pattern for scripture features, vision statements, and official impact summaries.

Every record carries the marks of a record: a letterspaced kicker, a dateline of what, where, and when, and only official facts. Statistics come from the official ministry record, never estimates and never memory. Signatures are scanned ink, never a script font pretending to be ink.

**Testimonies use four slots, in order:** Before, Encounter, Transformation, Outcome, closing with the person's name and an invitation to respond. Real, consented, and named. Never fabricated, never composited, never anonymous.

## 10. The house and its named front doors

Law III applied. The outreaches lead in their own moments and always carry the endorsement line. Sub-brand materials are DM Sans led, and the serif appears only where the parent speaks, with one recorded allowance: the School of the Local Church sets credentials, certificates, and course titles in the serif under its own guide.

| Stage | Initiative | Mission | Messaging document |
| --- | --- | --- | --- |
| CLEAN | Revival To My City | Stirring the local church to return to their first love. | https://brand.theword.world/documents/revival-to-my-city |
| BURN | EVERY1 Movement | Empowering the local church to walk in unity to do the great commission & walk in God's calling. | https://brand.theword.world/documents/every1 |
| TRAIN | School of the Local Church | Training the local church to know their authority in Christ and build a real relationship with Jesus. | https://brand.theword.world/documents/school-of-the-local-church |

Each door is told apart by ground, Flame ceiling, and register, not by a separate palette.

| Stage | Ground | Type | Flame | Register |
| --- | --- | --- | --- | --- |
| CLEAN | White or Parchment. The most whitespace of the three. | Midnight on light. DM Sans led. | 5% ceiling. The quietest door. | Before the fire. Calm, open, unhurried. |
| BURN | Midnight, full bleed wherever it can be. | Parchment on Midnight. Ember for links and buttons. | The full tenth. This door owns the fire. | The fire itself. Loudest, fastest, most footage. |
| TRAIN | Word Blue structure on Parchment. | Parchment on Word Blue. The most typographic door, with the recorded serif allowance for credentials. | 5% ceiling. Structure carries it, not colour. | A building. Ordered, sequential, institutional. |

Every initiative surface carries the endorsement line: *A ministry of THE WORD FOR ALL THE WORLD*

### Three kinds of brand

- **Revival To My City is an event brand.** It lives on posters, dates, and city names. Its real design system is the city instance: how the mark locks up with a city and a date, the poster, the stage backdrop, the countdown graphic. The name is built for this, because "My City" becomes each city's own sentence, and most people meet this brand on a poster before they meet it in a room.
- **EVERY1 is a movement brand.** It lives on phones and in other people's feeds, so it carries the loosest rules of the three, the strongest single glyph, and assets designed to be given away. A movement whose identity lives only on official surfaces is not a movement.
- **School of the Local Church is an institution.** It carries credential-grade design: a seal, a certificate, and a course numbering system. A school signals permanence through type and structure, so it holds the recorded serif allowance and the house's only seal.

### When a door grows up

- **Every door carries a mark, and the grammar is what they share, not a shape.** A door's mark is outlines and never live text, it is drawn in the palette and no colour outside it, and it carries its endorsement one of two ways: an endorsement line beneath, or the co-brand lockup that sets the parent beside it, divided by a hairline. Nothing else is fixed across the three. EVERY1 is heavy DM Sans caps with a Flame tick, because it is a movement and has to be shouted. Revival To My City is a serif with a swash, because it is the CLEAN door and is meant to be the quietest thing in the house. Making them look alike would have made both of them worse. Revival To My City's mark and the EVERY1 mark are approved. The School's seal is commissioned, and until it is approved that door uses the parent wordmark beside its stage word. No one draws an interim mark.
- **A door's mark may be set in a face the house does not license.** Revival To My City is Hello Paris and ITC New Baskerville over DM Sans, and neither serif is a house font. That is permitted because a mark is artwork, but it has a cost that has to be stated: nobody can re-set that mark, extend it, or add a word to it. The published file is the only version there will ever be, and a request for a new form goes to whoever holds the licence, not to a volunteer with a similar font.
- **Every door owns an avatar.** Below roughly one hundred pixels, ground and proportion stop telling the doors apart; only the ground and the mark survive. Each initiative guide states what its door looks like as a circle on a phone: CLEAN on White, BURN on Midnight, TRAIN on Word Blue.
- **Growth has triggers, not drift.** A door earns its own handles, its own capture library, its own domain redirect, and wider identity latitude when its work requires them, and every grant is a changelog entry. The parent's handles live in the Channels section; each door's handles are recorded in its own guide, because a door's channels are part of the identity that door owns.
- **The endorsement line survives everything.** Whatever a door grows into, its surfaces carry the line. The one standing exception remains the EVERY1 app, on the YouVersion model.
- **A flag appears in one place and one place only:** the bar beneath the name in a published country lockup. Everywhere else, G7 stands. A ministry that dresses in a government's colours is making a claim about itself that it has not been given.
- **The USA lockup is the precedent, and it is already on the record.** It carries brand colours rather than its own flag's red and blue, because a true red and blue reads as a mistake beside this palette. The house has already decided, on the hardest case, that the palette wins over the flag.
- **Nations contain tribes, and the vision names the tribe first.** Branding by nation-state writes out the believer whose relationship to that flag is complicated: the minority, the diaspora, the person on the wrong side of a border. Those are the people this movement is for.
- **A flag is a political position, and it changes without warning.** National colours read differently in one region of a country than another, and an association that protects a work under one government endangers it under the next. This brand cannot ship a rebrand at the speed politics moves, so it does not take the position in the first place.
- **Where a national accent would be safe, it is invisible anyway.** Uganda's red and the Philippines' red both sit within ΔE 6 of Ember. The cost is real and the reader sees nothing.
- **A country that is not published yet is a request, not a workaround.** Write to brand@theword.world with the country and what it is for. It is drawn, published, and yours.

### The School's allowances

- **The serif allowance.** The School sets credential and course titles in DM Serif Display and diploma text in DM Serif Text, the only door permitted the parent's serif. Body copy, labels, and interfaces stay DM Sans.
- **The crowned lion.** The School's mark is the Lion of Judah wearing a crown, beside the School's name. It replaces the shield-and-ring academic seal this section used to require, which was specified but never drawn. The lion is Midnight over White and the name beside it is Word Blue, flipping to white on a dark ground. The horizontal lockup is the one exception: on light grounds its lion takes Word Blue with the name, so that mark reads as a single colour. The lion's structure is drawn in Midnight, which sets the mark's dark ground: it is Word Blue, this door's own ground, or footage under a Midnight scrim. Not a plain Midnight ground, where the structure meets a ground of its own colour and the mane loses its modelling, the same failure §04 already forbids for Word Blue text on Midnight. It stays ecclesiastical, not governmental: the boundary against governmental iconography stands everywhere else in the house, and the lion never appears on another door's work or as decoration to make a page feel official.

One name, many tongues, many faces. The system is the name. The content is the nations.

None of this abandons the one-house discipline. It decides, on the record, how the house behaves when the children grow up. That is the decision this system exists to record.

Exception on record: the EVERY1 app follows the YouVersion model and will not visibly promote the parent. Until it ships, EVERY1 follows this guide. RTMC's script-logo exploration ("Revival" cursive) remains open and compatible. The script is custom lettering, not a brand font.

## 11. Channels and handles

Where the parent institution is found, one label per platform, read the way an ingredients panel is read. This section records the parent's channels only. Each door's channel facts live in that door's own guide, because a door's handles are part of the identity it owns, and any platform a door does not list is carried by these accounts.

### THE WORD FOR ALL THE WORLD (The parent institution · the record)

| Platform | Handle |
| --- | --- |
| Website | theword.world |
| Instagram | @theword.world |
| YouTube | @theword.world |
| Facebook | theword.world |
| TikTok | @theword.world |
| X | @thewordworld |

Each door's channel facts are recorded in its own brand guide and collected here so the machine layer stays complete.

### Revival To My City (Event brand · CLEAN)

| Platform | Handle |
| --- | --- |
| Home | a named page under theword.world |
| Instagram | @revivaltomycity |
| Facebook | revivaltomycity |
| X | @revivaltomycity |
| YouTube | carried by the parent |
| TikTok | carried by the parent |

### EVERY1 Movement (Movement brand · BURN)

| Platform | Handle |
| --- | --- |
| Home | a named page under theword.world |
| Instagram | @every1movement |
| TikTok | @every1movement |
| YouTube | @every1movement |
| Facebook | every1movement |
| X | @every1movement |
| App | EVERY1 Movement · stands alone |

### School of the Local Church (Institution · TRAIN)

| Platform | Handle |
| --- | --- |
| Home | a named page under theword.world |
| YouTube | @schoolofthelocalchurch |
| Instagram | @schoolofthelocalchurch |
| Facebook | schoolofthelocalchurch |
| X | carried by the parent |
| TikTok | carried by the parent |

These handles are the recorded standard, not a claim that every account exists. Registration status is pending confirmation against the account record. A handle that cannot be secured on a platform comes back to this table through a changelog entry, never as an improvised variant. X carries no dots, so the parent's X handle drops them; every other platform carries the handle exactly as written.

The doors' channel facts: Revival To My City · EVERY1 Movement · School of the Local Church. Each card lives beside the identity it belongs to.

## 12. Voice

**Bold, clear, simple, direct.** Pastoral with prophetic urgency. Invitation-first. Short, punchy sentences. Never polished-corporate, never hype. Recurring language: real relationship with Jesus · first love · fire starts fire · turn your heart back to Jesus · walk with Jesus. Full rules live in the Voice & Vision Sheet.

**The filter.** Does this point people to Jesus Himself? Is every claim in it something we can show? Is it clear to a new believer? Does it ask for one thing? If the answer is unsure anywhere, simplify and centre Jesus.

**Standing rules.** Short sentences. One idea each. Say Jesus by name, not "faith," not "spirituality." Never invent a statistic, a quote, or a testimony; the record or nothing (Law II). Never manufacture a catchphrase: if a line has to be explained to be catchy, kill it. Invitation before information: every piece ends with something the reader can do.

### Load-bearing phrases

Use these exactly as written.

| Phrase | What it carries |
| --- | --- |
| Real relationship with Jesus | The gospel in five words. The good news is not religion. It's Him. |
| First love | Revelation 2:4. The heart of every RTMC message: return. |
| Fire starts fire | How the mission spreads. We burn; the dry catch. |
| Revival is here, not coming | Our posture. We announce a fact, we don't market a hope. |
| EVERY1 in the Church for EVERY1 outside the Church | The whole movement in one line. Always styled EVERY1. |
| Lighting hearts and seats on fire for Jesus | What a revival meeting does. |
| Walk with Jesus · turn your heart back to Jesus | The invitation, said plainly. |
| Authority in Christ | What the School trains. Believers carry power, not permission slips. |
| The Holy Spirit runs our services | The guarantee. There is no routine He can't interrupt. |
| Please God, walk with Jesus and minister to Him | The purpose, said in full. |
| Minister to Jesus | The direction of worship: toward Him, before it is toward people. |
| Strengthen the local church | The mission verb. We strengthen; we do not replace. |
| The Great Commission | The assignment, named rather than implied. |
| Spirit-led | Hyphenated, always. Our spirit has the final say. |
| Full of faith | A core value, and a description of how we sound. |
| Driven by love | The motive behind the urgency. |
| Burn for Jesus | The core value, and the BURN phase in three words. |
| GO / GO YE | The command. GO YE preserves the King James wording on purpose. |
| From lethargy to leadership | What the whole process does to a person. |
| CLEAN, BURN, TRAIN | The governing process. Never reordered. |
| Fellow laborers | What partners are. Not donors, not a list. |
| Partnership is our strength | One of the three uniques. |
| Assignment · calling · responsibility | What a believer carries. Preferred over "purpose" alone. |
| Stewardship | How we hold resources, results and trust. |
| Harvest · multiplication | Fruit language, tied to the soil and fire metaphors. |
| Kingdom of Heaven | God's rule and righteousness. Never partisan control. |

### Language we never use

**Hype.** next-level, next level, game-changer, game-changing, "God showed up and showed out", "you won't believe", walls of flame emojis, ALL-CAPS excitement, "something big is coming", "you do not want to miss this", "come expecting"

Manufactured intensity. Excitement must arise from substance, or it is not excitement, it is volume.

**Corporate polish.** synergy, engage stakeholders, "excited to announce", lean in

Borrowed authority. It makes a ministry sound like a vendor and says nothing a person can act on.

**Churchy insider talk.** traveling mercies, hedge of protection, "love on", "do life together", "press in", "contend for breakthrough", "a God thing", "fresh anointing" (unexplained), "blessed to announce", "get plugged in", authentic community

Language that only works if you are already inside. It excludes the person we are trying to reach.

**Generic ministry filler.** life-changing, powerful experience, step into your destiny, your best life, new season, shift the atmosphere, unlock your potential, make an impact, transform the world, God-sized dream

Words that describe nothing. If the sentence survives with the phrase deleted, delete it.

Theological words such as repentance, salvation, and Holy Spirit baptism are never banned. They are explained. The test is always the filter: clear to a new believer.

### Rewrites

| Never this | Always this |
| --- | --- |
| "The world is dying while lazy Christians sit in church. Stop making excuses and do something." | "You were saved and sent. Someone in your world needs to know what Jesus has done for you. Ask the Holy Spirit who your 1 is, begin the conversation, and GO." |
| "Revival is coming! Do not miss the most life-changing event your city has ever seen." | "There must be more than going through the motions. Revival To My City is calling the local church to return to her first love. Come worship, receive the Word, and make room for the Holy Spirit to awaken what has become dry or distracted. Attend Revival in [City]." |
| "Not sure whether you are allowed to evangelize? Download our ministry app and learn how." | "You were saved and sent. The Great Commission belongs to EVERY1. Join believers, churches and ministries around the world who are preaching the Gospel in the power of the Holy Spirit. Accept the mission. Reach your 1. Then GO again." |
| "An elite leadership intensive for serious Christians ready to reach the next level." | "You were not called to remain unsure of who you are, what Jesus has given you, or where you belong. The School of the Local Church trains believers to know their authority in Christ, build a real relationship with Jesus, and take their place in the local church. Begin Training." |
| "Because you are one of our most faithful donors, we wanted to tell you about another urgent financial need." | "We remembered you in prayer today. We are asking the Lord to strengthen your faith, family, work and assignment. Here is a truth that has been helping our team remain full of faith this month, and we believe it will strengthen you too." |
| "If you do not give by midnight, this opportunity may disappear. Sow today and expect your miracle." | "We are inviting partners to help provide [verified need] for [specific assignment]. The current confirmed cost is [amount], and gifts designated to this campaign will be used for [purpose]. Please pray and participate only as the Lord leads you. If you choose to give, the process is secure and simple: [link]. We will report what was received, how it was used, and the verified fruit." |
| "Our campaign was a massive success with thousands of lives changed and unprecedented miracles." | "From [dates], the team served in [locations]. Attendance was [counting method]. Ministry records document [verified number] Gospel responses, [verified number] follow-up connections, and [verified number] reported healings. Testimonies still awaiting confirmation are labelled unverified. These results are reported as fruit entrusted to us, not as the measure of our spiritual success." |
| "The Church is asleep, compromised and failing its generation." | "Many believers know there must be more but have become dry, distracted or weighed down. We speak truthfully about what prevents the Word from producing, while calling the Church back to her first love. The destination is never shame. It is awakening, responsibility and action." |
| "The lost and unsaved need to get right with God before it is too late." | "If you do not yet know Jesus, He is not distant or unavailable. He knows you, loves you, and is inviting you to receive forgiveness, new life, and a real relationship with Him." |
| Source: "when Jesus calls you you go you do not wait until everything makes sense you go". Edited to: "Spiritual progress requires embracing uncertainty and proactively pursuing your divine purpose." | Punctuation only: "When Jesus calls you, you GO. You do not wait until everything makes sense. You GO." |
| "To ensure everyone feels comfortable, EVERY1 avoids disputed supernatural subjects and focuses on shared values." | "EVERY1 welcomes cooperation around the essential Gospel and the Great Commission. We are not exclusive, but we will not shy away from the Holy Spirit. Spirit-led ministry, healing, deliverance and supernatural dependence upon Him remain part of our normal environment." |

## 13. Message architecture

The believer is the hero. We are the guide. That order never flips. Messaging never makes THE WORD the hero of the story.

| Element | Canonical language |
| --- | --- |
| Jesus | The centre and the final destination. |
| Purpose | Build a real relationship with Jesus. |
| Mission | Strengthen the local church to do the Great Commission. |
| Vision | Every tribe, every tongue, every nation and EVERY1 will know the name Jesus. |
| Process | CLEAN, BURN, TRAIN. |
| Initiative | Revival To My City, the EVERY1 Movement, or the School of the Local Church. |
| Current message | The one truth being communicated now. |
| Response | The one action the audience should take now. |

## 14. Who we speak to, in priority order

This is the master-brand audience priority. Know which audience a piece is for before writing a word, and when a piece has to choose, it chooses the audience nearer the top. The posture is how we stand toward them: it governs tone before any wording is chosen.

| # | Audience | Our posture |
| --- | --- | --- |
| 1 | Ministry partners and donors | Fellow laborers in a shared assignment. |
| 2 | Institutions, governments and public leaders | Apostolic leader and credible institutional partner. |
| 3 | Pastors and church leaders | Trusted ministry partner. |
| 4 | Evangelists and ministers | Apostolic leader and fellow laborer. |
| 5 | The ordinary believer | Teacher and equipper. |
| 6 | The spiritually hungry but passive believer | Teacher and equipper, calling them out of the pew. |
| 7 | Those who do not yet know Jesus | Personal, loving and fatherly invitation. |

### Ideal client profiles

Experimental, not yet ratified. The four fields below are the ministry's own words. The rest of each profile is deliberately unfilled: where they already are, what triggers the search, the real objection, who else they are listening to, and what tells us it worked. Do not invent those. Use these to aim a piece of writing, not to cite as settled.

**The Local Pastor** (US and international · audience 3, Pastors and church leaders)

- **They want:** to multiply disciples and lead revival without burning out.
- **Their pain:** exhaustion, plateaued growth, no discipleship pathway.
- **Needs to hear:** “We come to serve your church, not build ours. When we leave, your people stay, on fire and equipped.”
- **First step:** host a Revival To My City, or train leaders through the School.

**The Hungry Church Member** (The pew, awake or asleep · audience 6, The spiritually hungry but passive believer)

- **They want:** to grow spiritually and live on mission.
- **Their pain:** dry faith, and the conviction that there must be more.
- **Needs to hear:** “There is more, and it isn’t a program. It’s a real relationship with Jesus, and it starts with turning back to your first love.”
- **First step:** join the EVERY1 Movement, or start the School.

**The Lost Online Searcher** (18 to 30, digital-first · audience 7, Those who do not yet know Jesus)

- **They want:** truth, healing, identity, purpose.
- **Their pain:** anxiety, loneliness, distrust of religion, hunger for what is real.
- **Needs to hear:** “What you’re looking for has a name. You can have a real relationship with Jesus, starting today.”
- **First step:** watch a testimony, request prayer, then begin the intro course.

**The Legacy Leader** (66 and over, finishing well · audience 4, Evangelists and ministers)

- **They want:** to pass the torch and leave their people stronger.
- **Their pain:** feeling forgotten, and the fear that the work dies with them.
- **Needs to hear:** “Your fire isn’t finished. The next generation needs what you carry.”
- **First step:** mentor through the School, cover the movement in prayer, give.

**The Kingdom Partner** (Businesses and ministries · audience 1, Ministry partners and donors)

- **They want:** eternal fruit from their influence and resources.
- **Their pain:** unsure whom to trust, and tired of shallow ministry.
- **Needs to hear:** “Fund what heaven is doing. Every number we report comes from the official record. You will always know exactly what your partnership did.”
- **First step:** sponsor a Revival To My City, or scholarship School students.

## 15. How an agent uses this system

These rules govern AI work specifically. They sit alongside the brand law above, they do not
replace it.

#### Before you produce anything

1. **Fetch the manifest first.** `https://brand.theword.world/ai/manifest.json` is the doorway.
   Read the resources it names. Do not work from remembered brand rules when the manifest is
   reachable, and do not assume a cached copy is current: the manifest carries a version and a
   SHA-256 for every file, so you can tell.
2. **Decide who is speaking.** Four voices share this system:
   - **THE WORD FOR ALL THE WORLD**, the parent institution. Serif, Midnight, Parchment, records,
     signatures, official numbers, the donor relationship.
   - **Revival To My City (CLEAN)**, **the EVERY1 Movement (BURN)**, **the School of the Local
     Church (TRAIN)**, the three named front doors. DM Sans led, bolder, closer to the field.
   The parent's register and an initiative's register are not interchangeable. Pick one before
   the first word or the first pixel.
3. **Read the initiative's own guide when the work is for an initiative.** Each one publishes a
   brand guide under `/letterhead/<slug>` and a messaging document under `/documents/<slug>`.
   The manifest lists them.

#### While you produce

4. **Use approved assets. Never invent them.** Logos, photography, and video are listed in
   `assets.json` with their permitted grounds. If the asset you need is not listed, say so and
   leave the slot empty. An empty slot is on-brand; a borrowed or generated one is not.
5. **Never generate a photograph or a video frame of ministry work.** Law VI is documentary only.
   Synthetic imagery of people, congregations, conferences, or field moments is a brand violation
   no matter how good it looks. Illustration of abstract structure (diagrams, layout wireframes)
   is fine.
6. **Never invent a number, a quote, a testimony, or a date.** Statistics come from the official
   ministry record. If you do not have the record, write the sentence with a bracketed field
   (`[n]`) and flag it. A bracketed placeholder is honest; a plausible figure is a fabrication.
7. **Never invent a Bible reference or paraphrase the prophecy.** The prophecy is quoted exactly,
   in full, or not at all.
8. **Hold the ratios.** Flame is a tenth of a composition at most, and it never carries text.
   Ember is the text-size fire. If you find yourself reaching for Flame on type, you want Ember.
9. **Write to one of the five audiences.** The Messaging Guide names them. Know which one before
   the first sentence.

#### Before you hand the work back

10. **Run the audit.** `https://brand.theword.world/ai/audit.md` is the rubric. Complete it and
    include the result with your output. Work that has not been audited is a draft, not a
    deliverable.
11. **State the version you used.** Every audit report opens with the brand-system version and
    messaging-guide version from the manifest. A year from now that line is how anyone tells which
    standard the work was measured against.
12. **Report what you could not load.** If the manifest or any resource it names was unreachable,
    say so plainly and do not claim brand compliance. "I could not reach `tokens.json`, so the
    colors below are unverified" is a useful answer. Silent guessing is not.

#### When the standards do not cover your case

13. **Reason from the six laws, then say you did.** The laws are the constitution; the sections are
    the case law. If nothing covers your situation, apply the nearest law, choose the more
    restrained option, and flag the gap in your audit under "Open questions" so it can be settled
    in the next version.
14. **Never resolve a conflict silently.** Where the Brand Guide and the Messaging Guide appear to
    disagree, the Messaging Guide rules on wording and the Brand Guide rules on appearance. Where
    an initiative guide and a parent guide appear to disagree, the parent guide rules unless the
    initiative guide records an explicit exception. Report any conflict you find.

## 16. Version history

### Brand Guide v8.0

| Version | Date | Owner | Changed | Approved |
| --- | --- | --- | --- | --- |
| 8.0 | 2026-08-25 | Nathan Zimmer | Two things a partner reaches for, both of which the system published and neither of which worked. First, the favicon. EVERY1 declared a transparent SVG as its browser icon, and a transparent favicon takes the tab’s own colour behind it: on the light chrome most systems ship, the reversed file’s white E disappeared and the tab showed a lone Flame 1. The door was being recognised by half its own icon. The favicon is now a plated PNG carrying the two-tone mark, Midnight and Flame on White, published at 32 and 48 as the parent portal already does. The app-icon ruling stands and gains its reason: one mark everywhere, and the plate follows the surface, which is the rule every ink on this brand already follows. Launchers, profiles and every avatar stay reversed on Midnight. Gate L21 measures the pixels rather than trusting the constant, so a transparent favicon, or a plate change that erases half of a two-tone mark, fails the build. Second, clear space. It has been published per mark since v4 and measured rather than estimated, and a person placing a logo in a slide still had to read the number, do the arithmetic, and eyeball a margin. Every mark now also ships a -clear PNG at every width and in every ink, with its own recorded clear space inside the image: the rule travels in the file rather than in a caption beside it. 96 new files on EVERY1 alone, all declared and all served. EVERY1’s download pack was vector only, so the door whose call to action reads “Download every mark” handed a partner no raster at all; it now carries every published EVERY1 file, both PNG sets and the icon set. No colour, typeface, or law changes. | Joel Zimmer · Nathan Zimmer |
| 7.9 | 2026-08-24 | Nathan Zimmer | EVERY1’s own site stops carrying the parent’s serif. §11 has said since v5.8 that sub-brand materials are DM Sans led and the serif appears only where the parent speaks, and the site at brand.every1movement.com broke that rule on every headline: the page title, every section heading, the step numerals, the vision lines and the messaging standard were all set in DM Serif Display, so the movement’s own front door read in the institution’s voice. Every one of them is now DM Sans, the family the mark is drawn in, and the door page’s blocks take the same face when they are lifted onto the movement’s site. One serif remains, on purpose: the vision verse, which is scripture and is set under §04’s scripture rule in DM Serif Text with a hairline above and the reference beneath, because that is the parent speaking. The site’s type section and its manifest now publish two faces and the rule between them rather than repeating the parent’s three, the door’s guide states the rule among the rules that differ from the parent, the messaging standard self-hosts its faces like the rest of that site, and the linter fails an EVERY1 page that sets the display serif anywhere or the text serif outside scripture. No colour, typeface or law changes; a standing rule is enforced where it was being ignored. | Joel Zimmer · Nathan Zimmer |
| 7.8 | 2026-08-22 | Nathan Zimmer | §11 rules how this house behaves across a border, which it had never said. Country lockups existed and G7 failed flags, and nothing reconciled the two or answered the question a product actually asks: should this feel like it belongs to the country it is opened in? It should, and the way is not the obvious one. The layers are split and only one moves: colour, type, geometry and motion never change at a border; the mark changes once, through a published country lockup, which is the single place a flag appears; and language, photography, testimony, first steps and formats should change in every country. The reasoning is on the record, including that the USA lockup already refuses its own flag’s red and blue for brand colours, that a national accent collides with the functional palette (Nigeria’s green is ΔE 3.6 from the salvation colour against a published floor of 8.0), and that the vision names the tribe before the nation, so a national treatment writes out the believer this movement is most for. G7 widens to name national theming of the system explicitly, and records the country-lockup flag as its second exception. The ruling is published as data at nation, layer by layer, so an application crossing a border reads the answer rather than asking for it. No colour, typeface or law changes. | Joel Zimmer · Nathan Zimmer |
| 7.7 | 2026-08-22 | Nathan Zimmer | Every scale publishes the rule that governs it, not only its values. The EVERY1 platform build asked whether a pill radius exists and whether a spring animation is allowed. Both were already answered in this guide, in §09’s captions: “nothing in this system is a pill” and “nothing bounces, nothing springs”. Neither reached /ai, so two products were built against a standard that forbade what they built, and neither team could have known. Every data-scale table now carries a data-rule, published at scaleRules, and the linter fails a scale that ships values without one. This is the same failure as v7.6’s D6: the brand had the answer and the machine layer did not carry it. §04 also publishes the scripture treatment as data rather than prose, and the page edge inset is fixed at space-5 on every surface, a phone included. The EVERY1 manifest corrects its own claim that a 404 returns a non-HTML body: it returns HTML on purpose, and the status code is what to trust. | Joel Zimmer · Nathan Zimmer |
| 7.6 | 2026-08-22 | Nathan Zimmer | The product release, answering the EVERY1 platform build’s two written requests. §03 states what “a tenth” is measured against, and narrows the Flame text rule to the light grounds it was always about: on Midnight, Flame is the text accent, because Ember is 3.25:1 there and fails. §04 answers weight, tracking, italic and figures per step, sets the scripture treatment, and rules that the faces are self-hosted on the web and bundled in an application. §09 adds functional colour the identity palette never covered: six outcome colours and a nine-step progression ramp, each value derived rather than picked and gated on 4.5:1 in both themes and ΔE2000 8.5 separation under normal vision and all three dichromacies. The neutral ramp gains ink-reversed-faint. Every permitted and forbidden contrast pair is now measured and published at /ai/tokens.json rather than left for each surface to compute. On the delivery side: the EVERY1 site now serves all 120 files its manifest declares rather than 40, returns a real 404, publishes brand_check.py, and carries a SHA-256 on every declared file. The app icon contradiction is resolved in favour of the E1 icon. | Joel Zimmer · Nathan Zimmer |
| 7.5 | 2026-08-21 | Nathan Zimmer | EVERY1’s door gets its words. An audit of the movement found the mark system in good order and everything downstream of it missing: the site published eight lockups, six colours and three faces, and not one line about what to say. An organisation carrying the mark at a conference got the artwork exactly right and then wrote its own copy, which does more damage than a stretched logo and is harder to take back. Four things are fixed. First, the vision is published as text. The vision lockup was described as carrying the whole promise, and that promise existed only as outlines inside the artwork: Every tribe, every tongue, every nation will know the name Jesus. A partner could put it on a stage backdrop and could not quote it in a program or check a translation of it. The site’s own footer had been quoting the first half and stopping. Second, the words themselves are on the site: the mission, the promise, what the movement is, who may join, the first three steps, the four phrases it carries, how to write as EVERY1, the banned words, and a boilerplate paragraph to be used as written. Third, the app is specified rather than pictured. EVERY1 is a movement, an app and an activation platform, and the app had one image and no design. Eight screens are named with their one action, their marks, their ground, their empty state and their error state, plus nine rules that hold across all of them. A mockup is correct the day it is exported and silently wrong after the next token change; a spec generated from tokens moves when the brand moves. The 1 as a mask gains an interface rule it did not have: one per view, because a scrolling list would put six on screen and turn the signature move into wallpaper. Fourth, the messaging document stops contradicting itself. Section 1 told every reader that the initiative carries the endorsement line and Section 8 told them EVERY1 carries none, because the sentence was written once for all three doors. Section 1 now reads the rule that applies to the door it is describing. The words are stated once, in ai-source/every1-messaging.json, and read by both the document generator and the site generator, so the words a partner repeats and the words on record cannot drift. They ship in EVERY1’s machine layer too, so an agent writing a caption gets the language along with the artwork. Two audiences are recorded for this door, The Sent Believer and The Partner Organisation, with twenty-three approved strings written against them: the copy bank held forty-seven strings and none for the people this movement is actually for. An unrecognised audience now fails the build, which nothing checked before. The vision and the mission are also restated in this version. The vision reads Every tribe, every tongue, every nation, and EVERY1 will know the name Jesus (Hebrews 8:11), and it is now read from this guide rather than retyped: the EVERY1 site had been carrying a shortened form that dropped and EVERY1 and with it the reason the wordmark sits inside the sentence. The lockup is not a logo placed between two lines. The mark is a word in the sentence, and read top to bottom the lockup says the vision in full. EVERY1’s mission becomes Empowering the local church to walk in unity to do the great commission & walk in God’s calling (Acts 2:17). It was stated in five hand-edited places and all five now agree. | Joel Zimmer, Nathan Zimmer |
| 7.4 | 2026-08-20 | Nathan Zimmer | EVERY1 gets its own front door at brand.every1movement.com, written for the people who were never going to read this guide: our own team, and any organisation carrying the mark at a conference or an activation. It leads with how to use the mark rather than with how the system is governed. Which file for which ground, the room each mark needs, the smallest it may be set, the six colours, the three faces, the short list of things that break it, the 1 as a mask, and how to ask for a country that is not drawn yet. It is a second site, not a second system. One repository, one build, one linter and one version number, published twice, which is what stops the two drifting. Splitting the machinery would have handed back the single thing that makes any of this trustworthy: that nothing here can disagree with anything else. It is also self-contained. The site carries its own copies of the stylesheet, the three faces and its own marks, because a partner downloading a logo should never be sent to the parent’s domain, and the door that stands alone should not go dark when that domain does. Two roots meant the linter had to learn that a page under every1/ resolves its links against every1/, not against the repository; without it every correct link on the new site read as broken. A fork becomes the right answer the day EVERY1’s palette or typefaces diverge from the house, or the day a separate team owns it with no shared review. On that day the structure is EVERY1 consuming @theword/brand as a dependency rather than copying it, which is already built and waiting. | Joel Zimmer, Nathan Zimmer |
| 7.3 | 2026-08-20 | Nathan Zimmer | The favicon stops disappearing on dark browser chrome. The microphone is knocked out of the disc rather than drawn as a shape, so the small favicons, which had no ground behind them, were a Midnight disc with a transparent microphone: on a dark tab strip both vanished and the icon was simply gone. Every size now carries the Midnight plate that the touch icons already had, so the mark reads on any chrome at 16, 32 and 48 as well as at 180, 192 and 512. No artwork changes and the glyph itself is untouched. What this does not do is make the microphone white. The microphone is negative space carved by the disc’s own outline, not a separable shape, so no build step can fill it; only the capsule can be reached, and a capsule on its own reads as a pill rather than a microphone. A white microphone needs the glyph redrawn with the microphone as a positive shape, which is recorded here as the open question it is rather than approximated. | Joel Zimmer, Nathan Zimmer |
| 7.2 | 2026-08-20 | Nathan Zimmer | EVERY1 becomes a standalone identity, and the exception already on record says what it now covers. It was written for “the future EVERY1 app”; what it covers is the movement, the app, and the activation platform together, because people join all three before they have heard of the house behind them. §11 records it, and gate G6 records it the way G7 already records the School’s seal. Law III does not change: every other door carries the endorsement without exception, and this remains the single case on record. On EVERY1’s surfaces there is no parent lockup and no endorsement line, and its guide says the line is not merely optional there but wrong. EVERY1 enters the logo build as a brand in its own right, replacing six hand-placed files that nothing verified. Eight masters, twenty-four published SVGs and the rasters beside them, each with a recorded clear space, minimum size and aspect: the horizontal lockup, the bare wordmark, the E1 icon, the numeral, the vision and promise lockups, and country lockups for USA and Uganda. Its numeral stays Flame on a dark ground where RTMC’s brackets collapse to white, because Flame on Midnight is 5.4:1 and the 1 is what this door is recognised by. The country bar is a new kind of part: its colours are its country’s flag, which is a recorded exception to the six-colour palette, with USA the single exception to that exception because its flag is close enough that a true red and blue reads as a mistake. A segment that would vanish into its own dark ground is lifted rather than published invisible. A country lockup carries its name as outlined type, so the build cannot compose one: each is drawn in the EVERY1 Canva file and arrives through the drop zone, which the guide now states. The 1 is published as a mask, this door’s one move no other door has, with its ratio written from the artwork so it cannot drift out of proportion. Four design mockups are published as mockups, recorded in the inventory as generated and never as the record. No colour, typeface, law, or other door’s mark changes. | Joel Zimmer, Nathan Zimmer |
| 7.1 | 2026-08-20 | Nathan Zimmer | The palette gets its print figures. §03’s print table now carries a nearest Pantone Solid Coated colour for each brand colour and, beside it, the CIEDE2000 distance to it. The distance is published because every one of them sits between 2.5 and 4.6, which is to say visibly different: none of these five colours lands on a standard Pantone, and a printer should expect to mix rather than pull a book colour. White carries no Pantone at all, being unprinted stock or opaque white ink. The matches are computed by tools/match_pantone.py from a reference set of published screen approximations kept in ai-source/pantone-reference.json, so the derivation is reproducible and correctable rather than being a number nobody can explain. Both columns stay marked unconfirmed until a press proof says otherwise, and a corrected value returns here through a changelog entry. Canva: the five approved marks are uploaded and filed in a versioned folder, taken from their published URLs so the files there are the published files. The kit’s colours and fonts still have to be set by hand, because Canva’s API is read-only for both. | Joel Zimmer, Nathan Zimmer |
| 7.0 | 2026-08-20 | Nathan Zimmer | The toolkit release, answering the first system review (The Toolkit Gap). The guide stated six colours and three typefaces and stopped, so everything below that line was being invented per project. §03 gains a neutral ramp derived from Midnight and Parchment at recorded opacities, so dividers, placeholders, input fills, and disabled states stop being improvised and the palette stays six colours; it also gains the palette in CMYK, recorded as an unprofiled starting point and marked unconfirmed, with Pantone left bracketed until the marks are matched to a book. §04 gains a type scale of eleven steps, each naming its own family. §09 gains spacing, radius, elevation, motion, three breakpoints, a 44px touch target, and error and warning states, with the rule that neither may ever be Flame or Ember: Ember means “this is the action”, and an error is not an action. Every scale is published as a data table the build reads, so the guide remains the only place a value is stated. From it the build now emits brand.css, a tokens-only stylesheet every page in the portal links instead of carrying its own copy of the palette, a W3C Design Tokens file, typed TypeScript, a Tailwind preset, an Adobe swatch file, and two installable packages. The component set grows to forty, adding the interface parts every application needs and none of the guides happened to use: badges, alerts, tabs, breadcrumbs, pagination, an accordion, a dialog, a menu, a tooltip, a toast, progress, skeletons, an empty state, an avatar, checkboxes, radios, a switch, a form field, a data table, an email layout, and an email button. §09 gains a dark theme: a recorded surface for a raised card on a dark page, and lifted success, error, and warning values, because the light ones measure between 1.9:1 and 3.0:1 on Midnight and cannot be read there. The accent changes with the ground for the same reason, Ember being 3.3:1 on Midnight, which makes the Flame eyebrow §03 already specifies a rule rather than an exception. All forty are rendered live at /components/, on either ground, drawn by the published stylesheet, one component per screen rather than one continuous page. A governance section at /governance/ separates three things that had been reading as one: a policy is a standing rule about how the system is run, a process is the order work moves in, and a procedure is the steps for one job. Ten policies, five processes, and eight procedures, each held to one line by a build check, and the brand's own non-negotiables read out of the audit's gates rather than restated. A channel layer at /channels/ records the sizes, character limits, and safe areas for nine surfaces, with a bank of pre-approved copy checked against its own limits and against the banned-word lists at build time. One logo correction: the School’s co-brand lockup reversed its own mark but left THE WORD in Midnight, which on the School’s Word Blue ground is 1.6:1 and effectively invisible. A composed lockup now tags its parent half so an ink can colour it separately from the door’s own mark, and on the reversed ink the parent and the divider rule flip to white while the lion keeps its Midnight structure. No colour, typeface, or law changes: this release adds what was missing rather than altering what was there. | Joel Zimmer, Nathan Zimmer |
| 6.8 | 2026-08-20 | Nathan Zimmer | The School’s reversed mark is shown on the ground it was drawn for. Its lion is structured in Midnight, so a Midnight display ground swallowed that structure and the mane flattened into a white silhouette: the artwork matched its source exactly, and the ground under it did not. The dark ground is now declared per door rather than assumed to be Midnight, and the School’s is Word Blue, on the assets page and on its own guide alike. §11 states the rule instead of leaving it to be discovered, and names it as the case §04 already forbids for Word Blue on Midnight: ink and ground must not be the same colour. No logo file changes. | Joel Zimmer, Nathan Zimmer |
| 6.7 | 2026-08-20 | Nathan Zimmer | The School’s published forms are matched to the artwork as supplied. The files handed over are a pure recolour of the earlier set, verified path for path: geometry is untouched and only the fills moved, from #052744 and #99daff onto Midnight and White. The lion is Midnight over White and the name Word Blue, with one exception carried from the source: the horizontal lockup inks its lion Word Blue on light grounds, where the stacked lockup and the lion alone ink it Midnight. §11 records that exception rather than hiding it. The build gains per-configuration ink overrides so a single form can differ from its brand without a second master. Group wrappers are no longer painted, since every path carries its own fill, and a check now fails the build if that ever stops being true; roles are pushed onto the paths themselves so a re-ink cannot depend on nesting the textual pass cannot see. | Joel Zimmer, Nathan Zimmer |
| 6.6 | 2026-08-19 | Nathan Zimmer | The School’s ink is corrected against its Canva source rather than against the files it was built from. The SVGs supplied to the repository were a stale export carrying #99daff and #052744; the live Canva design had already been moved onto the palette and uses only Midnight, Word Blue, and White. Sampling it settles the question the last two releases guessed at: the lion is Midnight over White and does not change on any ground, and the name beside it is Word Blue, flipping to white on dark. This supersedes v6.4, which inked the whole mark Midnight, and v6.5, which inked the whole mark Word Blue. Geometry was checked against the source at the same scale and matches to within a quarter of a percent, so only colour moved. Every School form, its co-brand lockup, and its pack are regenerated. | Joel Zimmer, Nathan Zimmer |
| 6.5 | 2026-08-19 | Nathan Zimmer | The School of the Local Church is re-inked from Midnight to Word Blue. Word Blue is already this door’s ground in §11, and the mark was supplied with its wordmark in Word Blue before the two-tone reduction moved it to Midnight; this restores it. The reversed form gains from it: on the School’s own Word Blue ground the lion’s structure now disappears into the ground exactly as the open interior intends, rather than sitting a shade darker than it. Every School form, its co-brand lockup, and its pack are regenerated. | Joel Zimmer, Nathan Zimmer |
| 6.4 | 2026-08-19 | Nathan Zimmer | The School of the Local Church has an approved mark, and §11 changes to record it. It is the Lion of Judah wearing a crown beside the School’s name, and it replaces the shield-and-ring academic seal this guide had required since v5.8 and which was never drawn. Supplied in four colours with the text in Word Blue, it is reduced to two tones inside the palette: the light blue was a seventh colour, and a Word Blue midtone tested too close to Midnight to hold the mane. The lion’s interior is left open rather than filled, so one drawing serves both grounds: on paper the ground shows through white, on Midnight the same artwork reads as a white lion. Published in four configurations at /assets/logos/school, each in two-tone, reversed, and one colour, with a co-brand lockup composed from the two approved masters. The School’s door now opens with its own mark rather than the parent wordmark beside TRAIN, and carries the co-brand lockup in its navigation as Revival To My City does. Both doors now publish the link to their editable source. Revival To My City’s mission line moves below its footage to open the content rather than the page. | Joel Zimmer, Nathan Zimmer |
| 6.3 | 2026-08-19 | Nathan Zimmer | Revival To My City is redrawn from type rather than from a trace. The mark supplied at v6.2 was an outline trace: every curve was a dense polygon, which is the worst failure mode for a hairline serif and was recorded as an open gap against large-format use. The replacement is set from the licensed faces and exported as real font outlines, so the artwork now carries 265 true Bezier curves where it carried none, and the large-format gap is closed for this door. THE WORD’s own masters are still a reconstruction and that caveat now names them alone. The supplied file arrived without the brackets, so they are constructed by the build to fixed proportions of the sub-line cap height: arms at 0.54, stroke at 0.114, and an even 0.42 clearance on all four sides. The sub-line is shifted 11.51 units left so the closing bracket lands just inside the L, as the approved artwork has it; no letter path is altered. Two empty groups in the supplied file were being turned into opening tags by the ink pass, which detached the brackets from the words in every single-mark form; the build now leaves self-closing groups alone. Every RTMC form is regenerated, including the composed co-brand lockup. | Joel Zimmer, Nathan Zimmer |
| 6.2 | 2026-08-19 | Nathan Zimmer | Revival To My City has a new approved mark, and §11 changes to admit it. The mark is a serif: the swash R is Hello Paris, EVIVAL is ITC New Baskerville, and TO MY CITY is DM Sans, all converted to outlines. It is two-tone, Midnight with the brackets around MY CITY in Word Blue, and those brackets are a field rather than a flourish: the two words inside them are what a city replaces with its own name, and that is the only permitted change to the artwork. The supplied file carried 24 sliver artifacts in the accent path, which showed as blue hairlines across the R, and two off-palette colours; both were corrected before approval. Published in five forms at /assets/logos/rtmc, replacing the heavy DM Sans lockup with the Flame tick, which is retired to archive/. A co-brand lockup is published and generated by composing the two approved masters rather than drawn a third time, so it cannot drift from either; it carries the endorsement by showing the parent instead of stating it, and it is what the Revival To My City guide now uses in its navigation. §11 no longer requires one shape of every door: it requires outlines, the palette, and an endorsement carried one of two ways, and it records that a door may use a licensed face at the cost of nobody being able to extend that mark. Minimum sizes for both new forms are set from a legibility test rather than estimated. | Joel Zimmer, Nathan Zimmer |
| 6.1 | 2026-08-19 | Nathan Zimmer | EVERY1 has an approved mark. The supplied artwork is redrawn as vector, set in DM Sans at weight 900 and converted to outlines, and published in six forms at /assets/logos/every1: the wordmark and the vision lockup, each in Midnight and reversed, the 1 glyph on its own, and the app icon. The 1 is one drawing reused at every size, which is what lets it leave the wordmark and still be the movement; it stands at 1.25x the cap height of EVERY and carries the only Flame on the mark. The EVERY1 door now opens with its own mark rather than the parent wordmark beside BURN, and its avatar is published rather than promised. The approved forms carry no endorsement line, so every EVERY1 surface sets that line itself; an endorsed lockup and a single-colour form are recorded as open gaps. | Joel Zimmer, Nathan Zimmer |
| 6.0 | 2026-08-19 | Nathan Zimmer | The wordmark becomes a vector. The microphone in the O is recorded as part of the mark rather than an undocumented variant, and the six 368 x 32 pixel PNGs that stood in for the wordmark are retired to archive/. Five configurations are published, horizontal, stacked, bare, glyph, and heritage, each in Midnight ink, reversed white, and one-colour black, with transparent backgrounds and tight crops. The glyph gives the parent brand its first symbol that survives at 24px, and the site icon set is cut from it. Clear space and minimum size become law in this section for the first time: half the cap height of THE WORD on all four sides, and a published floor per configuration. A new front door at /assets publishes every file, the packs, the fonts, and the rules for a partnership lockup. Every derived file is generated by tools/build_logos.py from the approved masters and checked in CI, so a colour variant cannot drift from the artwork. The reconstruction provenance and the large-format limit are recorded as an open gap. | Joel Zimmer, Nathan Zimmer |
| 5.9 | 2026-08-17 | Nathan Zimmer | Channels split by owner. §12 now records the parent's channel facts alone, and each initiative's channel facts card moves into its own brand guide, beside the identity it belongs to. No handle changed. Each door's Handle row now points at its own guide rather than at §12. | Joel Zimmer, Nathan Zimmer |
| 5.8 | 2026-08-17 | Nathan Zimmer | Sub-brand growth release. §11 records the three doors as three kinds of brand, an event brand, a movement brand, and an institution, and states how the house behaves when the children grow up: one mark family grammar, an avatar for every door, and growth by trigger and changelog entry rather than drift. The School of the Local Church receives the recorded serif allowance and the house's only seal, an academic shield bearing the Lion of Judah, as a scoped exception to the governmental-iconography boundary, which stands everywhere else. §12 Channels added, recording the standard handle for every voice. Each initiative guide gains its kind, its avatar, its capture brief, and its mark status; Revival To My City gains the city instance and the poster spec, EVERY1 gains the participation layer, and the School gains the seal, certificate, and numbering specs and now opens in the Word Blue structural identity it describes. | Joel Zimmer, Nathan Zimmer |
| 5.7 | 2026-08-15 | Nathan Zimmer | Joel Zimmer's default signature changes to the wide form, the one whose trailing stroke fills a signature line rather than sitting short of it. It takes joel-zimmer.svg and is now what the adoption band and the initiative documents carry. The upright form it replaces is the narrowest of the three and becomes joel-zimmer-compact.svg, which brings his set to the same default, display, and compact forms as Nathan's. The joel-zimmer-extended.svg filename published at v5.6 is withdrawn. | Joel Zimmer, Nathan Zimmer |
| 5.6 | 2026-08-15 | Nathan Zimmer | Joel Zimmer's signature masters published as approved assets in three forms, default, display, and extended, traced from the original ink and drawn as vectors. Every place his name is signed now carries real ink rather than an empty rule: this guide's adoption band and all three initiative documents. The Signatures page becomes a two-signer kit of seven masters, ordered the way a document is signed. | Joel Zimmer, Nathan Zimmer |
| 5.5 | 2026-08-15 | Nathan Zimmer | Revival To My City has an approved mark. The chosen exploration is redrawn as vector, set in DM Sans at weight 900 and converted to outlines, and published in five forms. The raster explorations are withdrawn. Its brand guide drops the framed hero panel and leads with the mark on white, with the footage following as its own band. | Joel Zimmer, Nathan Zimmer |
| 5.4 | 2026-08-15 | Nathan Zimmer | Revival To My City moves to a White base, which its spec already permitted, and its hero loop is replaced with a daylight city gathering that measures twice the brightness and twice the sharpness of the evening clip it retires. Eight candidate marks published as explorations at assets/logos/rtmc-explorations/, none approved, with the requirement that the chosen one is redrawn as vector before use. | Joel Zimmer, Nathan Zimmer |
| 5.3 | 2026-08-15 | Nathan Zimmer | Revival To My City takes the framed-panel treatment: the hero type sits on a bordered Parchment card over the footage rather than straight on the scrim, links are underlined rather than filled, and the door carries the widest vertical rhythm. The gold exclusion, lost from the record when the changelog was rebuilt at v5.0, is restored to the anti-patterns record. | Joel Zimmer, Nathan Zimmer |
| 5.2 | 2026-08-15 | Nathan Zimmer | An initiative brand guide published for each door at /brand/<slug>, each rendering in the identity it publishes and linking to its messaging document. Nine documentary assets added from the July 2026 Sanga conference: three muted loops with posters and six stills. | Joel Zimmer, Nathan Zimmer |
| 5.1 | 2026-08-15 | Nathan Zimmer | Sub-brand identity system added to §11. The three doors are now told apart by ground, Flame ceiling, and register rather than by three separate palettes, and each card renders in the identity it describes. Each door links to its messaging document. No new colours. | Joel Zimmer, Nathan Zimmer |
| 5.0 | 2026-08-15 | Nathan Zimmer | Guide restated as the single source of truth rather than against the retired PDF: Supersedes line dropped, prophecy moved to the Messaging Guide, governmental-iconography boundary and retired colours moved to the anti-patterns record, voice filter de-duplicated, website example retired, design tokens renamed and moved to §08, colour rationale restated as five colours doing one job, swatches set on one row, changelog rebuilt with owner and approval, em dashes removed throughout. | Joel Zimmer, Nathan Zimmer |
| 4.5 | 2026-08-15 | Nathan Zimmer | Signature masters published as approved assets, the initiative documents signed in real ink rather than an italic stand-in, and a Signatures page added to the portal. | Joel Zimmer, Nathan Zimmer |
| 4.4 | not recorded | not recorded | Do/Don’t pairs aligned like-for-like, so each rule and its violation share a row. | not recorded |
| 4.3 | not recorded | not recorded | Do/Don’t reorganized into opposing columns, Tokens & States promoted to its own section, operational checklists removed from the standard. | not recorded |
| 4.2 | not recorded | not recorded | Readability pass: provenance badges removed from swatches, inherited light-on-light text corrected on all card components, muted-text tokens darkened. | not recorded |
| 4.1 | not recorded | not recorded | Real field photographs from the July 2026 conferences embedded as exemplars, field capture checklist added. | not recorded |
| 4.0 | not recorded | not recorded | Design language codified as six native laws, adopted and owned, with governmental iconography excluded. New photography and video rules added with rendered examples. | not recorded |
| 3.1 | not recorded | not recorded | Accessibility and integrity revision: Ember buttons, stats relabelled, tokens and states introduced. | not recorded |
| 3.0 | not recorded | not recorded | Presentation rebuild with Do/Don’t pairs. | not recorded |
| 2.2 | not recorded | not recorded | DM companion pairing adopted. | not recorded |
| 2.1 | not recorded | not recorded | DM Serif Text with Instrument Sans trialled and rejected on readability. | not recorded |
| 2.0 | not recorded | not recorded | Instrument Serif with DM Sans. | not recorded |

### Messaging Guide v2.0

| Version | Date | Change |
| --- | --- | --- |
| 2.0 | 2026-08-21 | The Messaging Standard replaces the Messaging Guide. The identity core is unchanged and was confirmed word for word against the source. New: theological language, the verbal system, metaphor architecture, capitalization and Scripture standards, channel and leadership voice, partnership communication, provenance classifications for reporting, sub-brand scripts, and the publication audit. Four levels of authority are introduced, so a locked conviction and an experimental profile are no longer published as though they carried the same weight. The voice filter no longer asks whether one named leader would say a thing: THE WORD has its own voice and both leaders have theirs. Audiences are restated as the master-brand priority order. All Is Well is recorded as a podcast rather than an initiative. Em dashes are prohibited outright, which the Doc had permitted. Corrected: the first-love citation was Revelation 3 and is Revelation 2:4. The ten-year target is removed and lives in the vision tool. The page is set as a document rather than a designed page, because a standard this long has to be readable from top to bottom, and it carries a standing table of contents that marks where the reader is. Ideal client profiles are added as Section 09, carried forward from v1.0's five personas and marked experimental: the four fields they already had are the ministry's own words, and the fields they still need are named rather than invented. Banned language is split in two. A word we never use is matched literally; a word that is ordinary English until it keeps bad company is written as a pattern, and the build expands it, so epic night is a finding and epic poem is not. Companion version corrected from Brand Guide v5.0 to v7.5, which it had trailed by seven releases. |
| 1.0 | 2026-08-15 | First published messaging guide. The foundation, the prophecy, the origin story, what we are and are not, the message architecture, five audience profiles, voice and vocabulary, and the proof policy. |