{
  "version": "7.1",
  "messagingVersion": "1.0",
  "updated": "2026-08-20",
  "authority": "canonical",
  "note": "One entry per surface the brand has to live on. Specs are stated here because no visual guide states them: a canvas size, a character limit, and a safe area are facts about a platform, not about the brand. The rules are the brand's, and every entry names the audit checks that apply to it.",
  "channels": [
    {
      "id": "web",
      "name": "Websites and landing pages",
      "use": "Anything rendered in a browser that is not an application: the portal, a campaign page, a partner microsite.",
      "setup": [
        "Link https://brand.theword.world/assets/brand.css and https://brand.theword.world/assets/fonts/fonts.css. That is the whole setup.",
        "Copy markup from https://brand.theword.world/components rather than rebuilding a component from its description."
      ],
      "specs": {
        "measure": "660px maximum for extended reading, roughly 66 characters",
        "breakpoints": "600px, 720px, 1080px",
        "socialCard": "1200x630 PNG, required on every page",
        "favicon": "32px and 16px PNG, plus a 180px apple-touch-icon"
      },
      "rules": [
        "Three to five priorities on a page. A sixth is a second page.",
        "Every priority word links somewhere real. No decorative priorities.",
        "A wide table scrolls inside its own frame. The page body never scrolls sideways.",
        "The focus ring is never removed."
      ],
      "components": [
        "site-chrome",
        "hero-video",
        "card",
        "button-primary",
        "button-ghost",
        "record-document",
        "data-table"
      ],
      "auditChecks": [
        "D1",
        "D2",
        "D3",
        "D4",
        "H1",
        "H2",
        "H3",
        "H4"
      ]
    },
    {
      "id": "app",
      "name": "Applications",
      "use": "The initiative applications, and any dashboard or logged-in surface.",
      "setup": [
        "Install @theword/brand and @theword/ui. Import the stylesheet once at the root.",
        "Load the three faces with next/font/google, which self-hosts them at build time.",
        "Keep theming in CSS custom properties, not a JavaScript theme object, so it works unchanged in server components."
      ],
      "specs": {
        "touchTarget": "44px minimum on every control, whatever its drawn height",
        "appIcon": "1024x1024 source, the glyph on Midnight, no text",
        "splash": "Midnight ground, the reversed horizontal lockup, nothing else",
        "states": "every control needs default, hover, focus, active, disabled, loading, and empty"
      },
      "rules": [
        "Error and warning states use the recorded functional colours. Never Flame, never Ember: Ember means the action, and an error is not an action.",
        "An error names what is wrong and how to fix it. Colour never carries the message alone.",
        "A dark surface is Midnight, not a darkened Parchment.",
        "Loading is a wash placeholder, never a spinner over a blank screen."
      ],
      "components": [
        "form-field",
        "button-primary",
        "card",
        "data-table"
      ],
      "auditChecks": [
        "B1",
        "B3",
        "B4",
        "H1",
        "H2",
        "H3",
        "H4"
      ]
    },
    {
      "id": "email",
      "name": "Email and newsletters",
      "use": "Every newsletter, announcement, and transactional message.",
      "setup": [
        "Build from the email-layout and email-button components. Tables and inline styles, not divs and a stylesheet.",
        "Georgia stands in for the serifs and Arial for DM Sans. The webfont will not load, so the fallback is the design."
      ],
      "specs": {
        "width": "600px",
        "logo": "PNG at 400px or 800px. Never SVG: most clients strip it.",
        "subjectLine": "50 characters or fewer, so it survives a phone",
        "preheader": "90 characters or fewer, and never a repeat of the subject",
        "images": "PNG only, with alt text that carries the meaning when images are blocked"
      },
      "rules": [
        "Every colour is stated explicitly on every cell. A dark-mode client inverts anything left to a default.",
        "One call to action per email.",
        "Every email carries a preheader, a line saying why the person is receiving it, and a working unsubscribe.",
        "The destination URL appears as text in the footer, for clients that strip links."
      ],
      "components": [
        "email-layout",
        "email-button",
        "photo-caption"
      ],
      "auditChecks": [
        "B1",
        "B3",
        "F1",
        "F5",
        "H1",
        "H4"
      ]
    },
    {
      "id": "ads-search",
      "name": "Search ads",
      "use": "Google and Microsoft responsive search ads.",
      "setup": [
        "Assemble every headline and description from the copy bank. Nothing is written at the keyboard in the ad platform.",
        "A new string joins the bank by passing the audit once, and is then reusable for good."
      ],
      "specs": {
        "headline": "30 characters, 15 per ad group",
        "description": "90 characters, 4 per ad group",
        "displayPath": "15 characters per path segment, two segments",
        "sitelinkText": "25 characters",
        "sitelinkDescription": "35 characters per line, two lines",
        "callout": "25 characters"
      },
      "rules": [
        "Never a statistic, a claim of outcome, or a number that is not in the official ministry record.",
        "Never a banned word. The hype list exists because ad copy is where it creeps back in.",
        "Sentence case. Never all caps, never an exclamation mark.",
        "The believer and the local church are the hero, not the ministry."
      ],
      "components": [],
      "auditChecks": [
        "G1",
        "G9",
        "G10",
        "F1",
        "F2",
        "F4"
      ]
    },
    {
      "id": "ads-display",
      "name": "Display and Performance Max",
      "use": "Google Display, Performance Max asset groups, and any placement that auto-crops.",
      "specs": {
        "landscape": "1200x628, ratio 1.91:1",
        "square": "1200x1200, ratio 1:1",
        "portrait": "960x1200, ratio 4:5",
        "logoSquare": "1200x1200, the glyph on Midnight",
        "logoLandscape": "1200x300, the horizontal lockup on Midnight",
        "safeArea": "keep type and the mark within the centre 80%: the platform crops the edges without asking"
      },
      "rules": [
        "Documentary photography only. Nothing stock, nothing generated, nothing staged.",
        "Type over an image sits on the Midnight scrim and is White or Parchment.",
        "The mark is never smaller than its recorded minimum, whatever the placement.",
        "Every asset is supplied at every ratio. A missing ratio is filled by the platform, badly."
      ],
      "components": [
        "hero-video",
        "stat-figure"
      ],
      "auditChecks": [
        "G2",
        "G4",
        "G5",
        "B2",
        "H4"
      ]
    },
    {
      "id": "social",
      "name": "Social, organic",
      "use": "Instagram, YouTube, Facebook, TikTok, and X, for the parent and for each door.",
      "specs": {
        "square": "1080x1080",
        "portrait": "1080x1350",
        "story": "1080x1920",
        "storyTitleSafe": "keep type out of the top 250px and the bottom 350px: the platform's own chrome sits there",
        "avatar": "the glyph, never the wordmark. A wordmark in a circle is unreadable.",
        "cover": "1200x630"
      },
      "rules": [
        "The handle is the name, exactly as recorded in the Brand Guide's channels section.",
        "A caption carries what happened, then event, place, and date.",
        "Every initiative post carries the endorsement line.",
        "Nothing is reposted without consent from the people in it."
      ],
      "components": [
        "photo-caption",
        "endorsement-line",
        "stat-figure"
      ],
      "auditChecks": [
        "G1",
        "G2",
        "G4",
        "G5",
        "G6",
        "G9"
      ]
    },
    {
      "id": "video",
      "name": "Video",
      "use": "Conference recordings, field reports, reels, and every loop on a page.",
      "specs": {
        "loop": "6 to 15 seconds, muted, looping, with a still poster frame",
        "titleSafe": "keep type within the centre 90% for a 16:9 export",
        "lowerThird": "sits on the scrim bar, never straight on the footage",
        "subtitles": "DM Sans 500 or heavier, on the scrim bar, on every spoken word",
        "export": "H.264 MP4, 1080p at minimum, plus a poster JPG at the same frame"
      },
      "rules": [
        "Every loop ships with the still that stands in for it under a reduced-motion preference.",
        "Nothing animated bounces or springs.",
        "Every subject is a co-labourer in the gospel, never an object of pity.",
        "Consent is obtained before capture, not asked for afterwards."
      ],
      "components": [
        "hero-video",
        "lower-third",
        "photo-caption"
      ],
      "auditChecks": [
        "G1",
        "G2",
        "G3",
        "G4",
        "H4"
      ]
    },
    {
      "id": "print",
      "name": "Print",
      "use": "Flyers, banners, programmes, certificates, vehicles, and anything a press or a vendor produces.",
      "setup": [
        "Send the vector and the recorded colour values. Never send a PNG to a printer.",
        "Import the palette from the Adobe swatch file rather than typing hex values into a document."
      ],
      "specs": {
        "colourSpace": "CMYK. The recorded values are an unprofiled starting point and are confirmed on a proof.",
        "bleed": "3mm on every trimmed edge",
        "safeMargin": "5mm inside the trim, and never less than the mark's own clear space",
        "resolution": "300dpi for any raster placed in a print document",
        "minimumMarkWidth": "40mm for the horizontal lockup, 25mm for the stacked"
      },
      "rules": [
        "A vendor never samples a colour off a screenshot.",
        "Embroidery and engraving take the one-colour black file, which has no anti-aliasing to misread.",
        "A corrected colour from a proof comes back into the guide through a changelog entry, never as a note in someone's inbox."
      ],
      "components": [
        "record-document",
        "endorsement-line"
      ],
      "auditChecks": [
        "B1",
        "B2",
        "E1",
        "E4"
      ]
    },
    {
      "id": "presentation",
      "name": "Decks and slides",
      "use": "Teaching decks, partner presentations, and conference slides.",
      "specs": {
        "size": "16:9, 1920x1080",
        "titleSlide": "Midnight ground, reversed lockup, serif headline",
        "bodySlide": "Parchment ground, one idea per slide",
        "figures": "the official-record figure component, with its source line"
      },
      "rules": [
        "One idea per slide. A slide with two ideas is two slides.",
        "The serif carries headlines only. Bullets are DM Sans.",
        "A figure on a slide still names the record it came from."
      ],
      "components": [
        "stat-figure",
        "eyebrow",
        "headline-serif",
        "endorsement-line"
      ],
      "auditChecks": [
        "D1",
        "E3",
        "C1",
        "C3"
      ]
    }
  ]
}