Brand Guide · Version 4.5

THE WORD
FOR ALL THE WORLD

Supersedes Branding.pdf — color & typography
Issued August 2026
Applies to theword.world · RTMC · EVERY1 · SLC
Contents ↓
  1. Design direction
  2. The design language — our laws
  3. Color system
  4. Tokens & states
  5. Typography
  6. Logo
  7. Photography & video
  8. The founding document
  9. The language in action
  10. Sub-brands
  11. Voice
  12. Changelog
01 — Design DirectionThe Word · Brand Guide

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.

The Institution — parent layer
Deep navy. Warm paper. Serif headlines. Dated documents. Signatures.
THE WORD FOR ALL THE WORLD speaks here: the record, the prophecy, the official numbers, the donor relationship.
The Movement — CLEAN · BURN · TRAIN
BOLD SANS. FLAME. REAL FOOTAGE.
RTMC, EVERY1, and SLC speak here: events, activation, testimonies, the field.
02 — The Design LanguageThe Word · Brand Guide

Six laws. Everything we
publish obeys them.

These are not preferences — they are how THE WORD looks, sounds, and carries authority everywhere it appears. Every page, post, slide, and flyer can be tested against them.

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.
Demonstrated in §09 · Example 2
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.
Demonstrated in §08 & §09 · Example 3
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).
Demonstrated in §10
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.
Demonstrated in §08
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 (§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.
Demonstrated in §09 · Example 1
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.
Rules & examples in §07

Boundary: we never use governmental iconography — no seals, no flags, no eagles. We carry authority; we do not imitate office.

03 — Color SystemThe Word · Brand Guide

Five colors. Navy holds
the room, flame lights it.

Two colors carried over, three new, gold deliberately excluded — Flame does the work a federal palette gives to gold.

Midnight
Midnight#0B1A2DPrimary ground. Heroes, bands, footers.
Word Blue
Word Blue#023D6FStructural secondary. Logo continuity.
Parchment
Parchment#F7F3ECLight ground. Official paper, never gray.
Flame
Flame#F85842Non-text accent: BURN moments, display numerals, highlights. Never carries text. ≤10%.
Ember
Ember#C13A24Fire at text size: primary buttons, links, labels, hovers.
White
White#FFFFFFCards, reversed text, button labels.

Proportion — 60 / 30 / 10

Parchment ~60%
Midnight ~30%
≤10%

If Flame covers more than a tenth of a layout, the institution disappears and the design reads as a startup.

Do / Don't

✓ Do
✕ Don’t
The fire is here.
✓DOText on Midnight: White or Parchment — the flagship pairing.
Word Blue text disappears on Midnight.
✕DON’TText on Midnight: never Word Blue — too little contrast.
Body copy is always Midnight on Parchment or White.
✓DOBody on light grounds: Midnight.
Flame body text on light grounds is hard to read.
✕DON’TBody on light grounds: never Flame.
Partner With Us
✓DOButtons: Ember fill, white text — 5.4:1, passes AA.
Partner With Us
✕DON’TButtons: never Flame — 3.3:1 fails AA.
1,057Salvations
✓DOFlame’s job: display numerals and small uppercase labels on Midnight.
Whole sections in Flameoverwhelm everything else
✕DON’TFlame’s job is never a ground — accent only, ≤10%.
Read the field report →
✓DOFire at small sizes: Ember for links and accents on light.
FlameEmber
✕DON’TFire at small sizes: never Flame and Ember side by side — pick one.

Retired from brand use: #0077AA cyan and #5FAD56 green (functional success state only).

04 — System Tokens & StatesThe Word · Brand Guide

The small decisions,
decided once.

Interaction states, structural values, and functional colors — fixed here so no one improvises them per project.

TokenValueRule
Button hover#A62F1BEmber deepened ~10%. State-only — never a palette color.
Focus ring2px Ember (Flame on dark), 3px offsetVisible on every interactive element. Never removed.
Success state#5FAD56Forms and dashboards only. Never in brand layouts.
Photo/video scrimMidnight gradient, ~70% at textRequired under any text on imagery (§07).
Corner radius3px buttons · 4px cards · 6px framesThree steps, no others.
Muted text80% Midnight (light grounds) · 75% Parchment (dark)Captions and metadata. Nothing lighter — it fails contrast.
Breakpoint720pxSingle-column below; grids above.
05 — TypographyThe Word · Brand Guide

One serif in two cuts,
and its companion sans.

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

Aa
DM Serif Display
Large headlines, 36px and up. Fine, engraved hairlines. Regular + Italic only — no bold exists.
Aa
DM Serif Text
Serif moments from 22–36px: pull quotes, the prophecy, document headings. Regular + Italic only.
Aa
DM Sans
Everything functional: body, nav, labels, buttons, sub-brand materials. Weights 400–700 with true italics.
H1 · DM Serif Display44–76px
Every generation seeks a revival.
H2 · DM Serif Display + one italic word34–46px
No one told them it is already here.
Pull quote · DM Serif Text22–34px
"Fire starts fire." A burning believer cannot stay silent.
Eyebrow · DM Sans 600 · Body · DM Sans 400 · Button · DM Sans 700 on Emberthe functional stack
Our Spirit-Led Process
We are strengthening the local church to fulfill the Great Commission — driving EVERY1 in the church to reach EVERY1 outside the church.
Partner With Us

Do / Don't

✓ Do
✕ Don’t
Return to your first love.
✓DOSerif headline: sentence case, one italic word for emphasis.
Return to your first love.
✕DON’TSerif headline: never faux-bold — no bold exists. Go bigger instead.
Return To Your First Love
✓DOCaps done right: DM Sans labels — eyebrows, nav, the wordmark zone.
RETURN TO YOUR FIRST LOVE
✕DON’TCaps done wrong: never the serif in all caps.
Extended reading belongs to the sans — open and effortless at any length.
✓DOBody text: always DM Sans, with true bold and italics.
Extended reading in the serif turns harder, not more formal.
✕DON’TBody text: never the serif below 22px.

Proxima Nova is fully retired — paid license, and DM Sans covers its role. Fallbacks: Georgia for the serifs, system sans for DM Sans.

07 — Photography & VideoThe Word · Brand Guide

Real people. Real fire.
Real change.

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 rules

Video rules

Used well — rendered examples

Video hero frame — scrim, subtitle, lower third (gradient stands in for footage)
Muted loop 6–15sCaptions onStill fallback
The door is open, starting in Uganda.
Nathan Zimmer
Evangelist · The Word for All the World
"Fire starts fire — and this generation is dry enough to catch it."
Photo as a record — from the ministry's own July 2026 conference record
Attendees follow the teaching with open Bibles and notebooks under the conference tent
The Word opened — attendees follow the teaching with Bibles and notes.
SLC Conference · [City], Uganda · 30 Jul 2026
Brand-object photography — the palette in physical form
Stacks of Bibles with black covers and red page edges staged for distribution beside the offering basket
Bibles staged for distribution — black covers, red page edges: Flame on Midnight, unplanned.
SLC Conference · [City], Uganda · 31 Jul 2026

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

Testimony structure — the four slots (never fabricated; filled only with a real, consented story)
Testimony · The Record of What God Did
Before
Life as it was — in the person's own words.
Encounter
The moment Jesus intervened — where and when.
Transformation
What changed — specific, verifiable, honest.
Outcome
Life now, and the invitation to respond.
[Name] · [City] · Shared with permission
✓ Do
✕ Don’t
Uganda will know Jesus.
✓DOText over footage: Midnight scrim, white serif, sentence case.
Uganda will know Jesus.
✕DON’TText over footage: never Flame, never without the scrim.

The photographs above are the ministry's own, from the July 2026 conferences, and set the standard for all future capture. Remaining gradient areas (video hero, DON'T card) are placeholders.

Field capture standards

08 — The Founding DocumentThe Word · Brand Guide

The prophecy, set
as a record.

Law II and Law IV in their purest form. The canonical treatment: short rule · kicker · DM Serif Text italic · dateline · signatures, always on Parchment. Reuse this exact pattern for scripture features, vision statements, and official impact summaries.

Rendered example — the parchment document
The Word · A Prophecy
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
Joel Zimmer
President
Nathan Zimmer
Evangelist

The italic names above stand in for the signature masters, which are published at /signatures. Real ink, never a script font: on a document that is actually being signed, place the master rather than setting a name in an italic face. Nothing unverified enters a founding document, including the dateline.

09 — The Language in ActionThe Word · Brand Guide

What pages built on
this system look like.

Three rendered examples using real ministry content: the homepage hero, the CLEAN / BURN / TRAIN priority panels, and the official-record impact report.

Example 1 — Homepage hero (Laws I, IV & V)
THE WORD FOR ALL THE WORLD
UgandaDevotionalsPodcastAboutGive Now
Every1 Will Know The Name Jesus
Every generation seeks a revival. No one told them it is already here.
Strengthening the local church to fulfill the Great Commission — until EVERY1 knows the name Jesus.
Partner With UsSee What's Happening
Example 2 — Priority panels (Law I; gradients are non-brand placeholders for full-bleed Uganda footage)
Uganda footage
CLEAN
Stirring the local church to return to their first love.
Uganda footage
BURN
Empowering the local church to do the Great Commission.
Uganda footage
TRAIN
Training the local church to know their authority in Christ.
Example 3 — The official record (Law II; impact report layout)
Impact ReportOfficial Record

2025 Ministry Highlights

Sample layout · Statistics from the 2025 ministry record · Replace only with official numbers per the Minister Agreement
2,824
Ministered To
1,057
Salvations
913
Holy Spirit Baptisms
74
Healings

One source of official numbers, one public home for them — the record posture and the stats-integrity policy are the same idea. Per-conference reports use this same layout, populated only from the official record.

10 — Sub-BrandsThe Word · Brand Guide

One house.
Three 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; the serif appears only where the parent speaks. BURN owns the Flame — EVERY1 uses it most freely; RTMC and SLC hold the ≤10% line.

CLEAN
Revival To My City
Stirring the local church to return to their first love.
A ministry of THE WORD FOR ALL THE WORLD
BURN
EVERY1 Movement
Empowering the local church to do the Great Commission & walk in God's calling.
A ministry of THE WORD FOR ALL THE WORLD
TRAIN
School of the Local Church
Training the local church to know their authority in Christ & build a real relationship with Jesus.
A ministry of THE WORD FOR ALL THE WORLD

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 — VoiceThe Word · Brand Guide

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.

Would Nathan actually say this? Does it point people to Jesus Himself? Is it clear to a new believer? Does it invite response?
If unsure — simplify and center Jesus.
12 — Changelog vs. Branding.pdfThe Word · Brand Guide
ElementWasNow (v4.5)
Primary color#023D6F#0B1A2D Midnight; Word Blue kept as secondary
Light ground#FFFFFF#F7F3EC Parchment; White for cards & reversed text
Accent#F85842Kept as Flame (non-text only); #C13A24 Ember added for text sizes and primary buttons
Buttons—Ember fill + white text (5.4:1, AA); Flame never carries text
Secondary palette#0077AA, #5FAD56Retired; green survives as form success state only
Gold—Considered and excluded; Flame performs the accent role
Display typeProxima Nova BoldDM Serif Display (≥36px) + DM Serif Text (22–36px); no bold exists
Text & UI typeProxima Nova Semibold / RegularDM Sans 400–700 + italics; Proxima fully retired
LogoWordmark (Proxima-era artwork)Retained; grounds & don’ts recorded (§06)
Design language—Codified as six native laws (§02), adopted as our own
Photography & video—Documentary-only rules, dignity standard, scrim, captions, testimony template (§07)
Field exemplarsPlaceholder gradientsMinistry's own July 2026 conference photographs embedded as the §07 standard; capture standards added; captions pending location verification
Document treatments—Founding-document pattern, dateline, signatures (§08)
Sub-brand rulesSLC listed as branchEndorsed house for RTMC / EVERY1 / SLC; app exception recorded
SignaturesItalic names standing in for inkSignature masters published as approved assets and placed on every initiative document (§08, /signatures)

Revision trail: v2.0 Instrument Serif + DM Sans · v2.1 DM Serif Text + Instrument Sans (rejected — readability) · v2.2 DM companion pairing · v3.0 presentation rebuild with Do/Don't · v3.1 accessibility & integrity revision (Ember buttons, stats relabel, tokens & states) · v4.0 design language codified as six native laws — originally distilled from a compositional analysis of whitehouse.gov (2026), now adopted and owned, with governmental iconography permanently excluded — plus new photography & video rules with rendered examples · v4.1 real field photographs from the July 2026 conferences embedded as exemplars, field capture checklist added · v4.2 readability pass — provenance badges removed from swatches, inherited light-on-light text corrected on all card components, muted-text tokens darkened · v4.3 Do/Don’t reorganized into opposing columns, Tokens & States promoted to its own section (§04), operational checklists removed from the standard · v4.4 Do/Don’t pairs aligned like-for-like — each rule and its violation share a row · v4.5 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.