AFRICA INLAND MISSION · BRAND BOOK V1.1
This guide defines the visual language, voice, and principles that shape a clear and consistent AIM experience - so every touchpoint reflects Christ-centered churches among all African peoples.
CONTENTS
01 · Who we are
AIM exists so that Christ-centered churches thrive among all African peoples. The strategy is partnership: we serve, equip, and mobilize the global Church to reach those with the least opportunity to hear about Jesus.
VISION
MISSION
Partnering with churches. Reaching Africa's unreached.
Today, hundreds of Africa's unique ethnic people groups remain unreached - that's over 300 million people with no viable witness to the good news. Africa Inland Mission serves, equips, and mobilizes churches and believers from the global Church to advance the gospel among Africans who have the least opportunity to hear about Jesus.
United by Christ's love, we welcome laborers from many nations and cultures to step out into cross-cultural ministry and find their place in the Great Commission. Wherever we minister, we follow the model and teaching of Jesus as we walk in humility, build relationships, embrace learner attitudes, and strive to live as belongers in our communities. We serve on diverse teams, and in collaboration with varied ministry partners, giving testimony to the truth and beauty of the Body of Christ.
Our passion is to see the worship of Jesus Christ spread among Africans around the globe - through individual lives fully committed to him, and collectively through Christ-centered churches.
Africa Inland Mission has been leading people into meaningful ministry for over 100 years, but the work is far from finished. As we press on, we lean into the critical task of mobilizing, equipping, training, and sending local African believers and missionaries toward this great calling, and we continue to adapt and embrace creative ways to bring the message of Christ to an ever-changing world.
01
Compelled by Christ's love (2 Cor 5:14), we love, pray for, and proclaim the Gospel to Africa's unreached peoples. Our sufficiency, hope, and ministry flow from our relationship with Christ. We serve by His grace and strength and submit to His will. All other AIM values flow from this.
02
We are sent by churches (Acts 13:1-3) and whenever possible, minister to and through churches. We serve, equip, and mobilize churches and believers from the global Church, and particularly from Africa, to join in the Great Commission (Matt 28:18-20).
03
We foster caring communities among AIM members, ministry partners, and local believers. Loving, serving, encouraging, and admonishing each other, we grow in unity and demonstrate the truth of Jesus to the world (John 17:21-23).
04
We follow the model and teaching of Jesus, who became incarnate among us (John 20:21, 1 Cor 9:19-22). In our varied ministries, we walk in humility, build relationships, embrace learner attitudes, learn languages and cultures, and strive to live as belongers in our communities.
05
We seek to be an intercultural organization, where members and leaders from many cultures and nations feel welcome and actively participate. In this we celebrate the diversity, beauty, and glorious future of the Lord's Church (Rev 5:9-10, Gal 3:28).
06
We seek collaboration with like-minded churches, organizations, and individuals to see the name of Jesus worshipped by all African peoples, recognizing and rejoicing that the Great Commission is for the whole Body of Christ and its different parts (Eph 4:15-16).
07
We value continual learning, reflection, and creativity. The Lord does not change (Mal 3:6) but does new things (Is 43:19). Faithfulness to Him and His calling leads us to grow, adapt, and innovate to fit our changing ministry contexts.
02 · Voice and attributes
AIM's voice is relatable and inviting, compassionate and humble, obedient and committed. It should inspire readers to engage with the mission's work actively, highlighting both the challenges faced by communities and the hopeful strides being made toward reaching Africa's unreached people groups.
The language we use is warm and welcoming, encouraging others to join in the work. Our language creates a sense of partnership and shared purpose. We invite others to join in this extraordinary journey. AIM positions itself as made up of ordinary people, emphasizing that anyone, regardless of background or experience, can engage in missions. This relatability makes serving or partnering with AIM accessible and invites participation.
Our voice reflects a deep compassion for the lost, highlighting the meaningful connections we seek to have with the peoples of Africa, and expressing the importance of personal relationships. We also emphasize the importance of understanding and respecting diverse cultures, and express a commitment to thoughtful engagement with local communities and churches. We position ourselves as learners and servants, marked by humility in all we do and say.
AIM is characterized by a strong commitment to sharing the gospel and serving among those who have not yet heard. We portray missions as a divine calling, underscoring reliance on Christ for our strength in the power of the Holy Spirit. Our language draws attention to our obedience to God's call and the transformative power of prayer for the work He calls us to. The work is framed as a profound, lifelong journey rather than a simple task. Serving involves facing challenges and uncertainties, and AIM's character reflects a faithful endurance in pursuit of our ends.
Note: These attributes are not a description of our members, but are intended to guide the character of our design and written copy used in external communications, to portray the mission in a particular way that reflects the broad strokes of the look and feel of our brand and that best communicates with our target audience.
feminine
masculine
simple
complex
youthful
mature
subtle
bold
traditional
contemporary
friendly
authoritative
playful
serious
innovative
conventional
industrial
natural
accessible
exclusive
casual
elegant
refined
raw
Our passion is to see the worship of Jesus Christ spread among Africans around the globe - through individual lives fully committed to him, and collectively through Christ-centered churches.
Today, hundreds of Africa's unique ethnic people groups remain unreached - that's over 300 million people with no viable witness to the good news. We serve, equip, and mobilize churches and believers from the global Church to advance the gospel among Africans who have the least opportunity to hear about Jesus.
United by Christ's love, we welcome laborers from many nations and cultures to step out into cross-cultural ministry and find their place in the Great Commission. The work is far from finished - and there is a place for you in it.
03 · The mark
The AIM logo consists of three components: the Badge, the Organization Name, and the Tag / Strap Line. The Badge is a solid Ancient Clay circle with the white AIM mark. The Organization Name is set in Proxima Nova Extra Bold, and the Tag / Strap Line is set in Proxima Nova Light. Use the Asset Library when using logos in design. Never recreate the logo.
PRIMARY LOCKUP
Christ-centered is an adjective, so it is hyphenated. For USA audiences, always use the spelling centered. The tag line is optional.
BADGE
The Badge may be used alone if the organization name appears in proximity elsewhere on the piece.
REVERSED
Logo text may be reversed (white) out over a dark portion of an image, or placed on a dark background color.
When positioning the AIM logo, ensure a minimum cushion equaling the height of the N in "INLAND" between the logo and other elements. For print, this cushion must fall within the trim-safe area of the document.
The logo may be placed at the top or bottom of a document, generally to the left, but other placements can be made at the designer's discretion.
MINIMUM CUSHION = HEIGHT OF THE N
AIM
PARTNERSHIPS
AIM seeks collaboration with like-minded churches, organizations, and individuals. When appearing beside a partner, keep the official lockup intact, honor clearspace, and never lock the badge into another organization's identity.
04 · Palette
AIM's brand color palette is inspired by the rich and earthy tones of the African continent, with an increased focus on AIM's movement to the North and West. A red remains as the central brand color and our predominant logo color.
primary colors
secondary colors
accent colors
Ancient Clay is the recognition color (logo, titles, key identity). Desert Night is the default button color. This split is intentional so actions do not compete with the badge. Accents - Nile Waters, Mint Oasis, and Sahara Gold - are highlights, never body text on light grounds.
05 · Typefaces
Proxima Nova is the workhorse for UI, labels, and the organization name. Yorkten Slab is for hero and chapter titles only. Minion Pro is the body serif for longform reading. Verveine is an accent script for a title or occasional word - never body, never UI. Pair at most two families on a screen.
PRIMARY
Proxima Nova
Extra Bold for the organization name. Light for the tag line. UI and labels in Regular and Semibold.
Aa Gg Rr
ABCDEFGHIJKLMNOPQRSTUVWXYZ
DISPLAY
Yorkten Slab
Sturdy slab serif for hero and chapter titles only. Never body or UI chrome.
Aa Gg Rr
ABCDEFGHIJKLMNOPQRSTUVWXYZ
BODY
Minion Pro
Adobe serif for paragraphs and longform. Regular for body. Italic for emphasis.
Aa Gg Rr
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ACCENT
Verveine
Informal brush script. Title or occasional word only - never body, never UI.
Aa Gg Rr
12-16 px body / UI
150% leading
0 tracking
18-24 px deck / lead
140% leading
0 tracking
28-48 px section title
120% leading
-1% tracking
56-96 px display
100-110% leading
-2% tracking
06 · Patterns and photography
Patterns are not required - they are a suggestion for social posts, printed material, and web pages. Photography should tell a story, prefer candid frames, and keep color natural.
Use as a band, footer, social background, or quiet texture. Never place small body text over a busy pattern. Prefer photography or flat Paper when in doubt. PNG files are in the asset library.
Basic editing should aim for natural colors, mid contrast, and bright images. Avoid overly stylized approaches or trendy filters. Brand sample photography is in the asset library.
Shoot with multiple angles and focal lengths. Prefer candid frames that express our values and show a diversity of AIM ministries and people.
People photography shows relationship, teamwork, joy in ministry, and vibrant churches - and also reflects that the work is difficult at times.
Basic editing should aim for natural colors, mid contrast, and bright images. Avoid overly stylized approaches or trendy filters.
Landscapes and architecture should feel rooted in the African continent, with an increased focus on AIM's movement to the North and West.
Candid frames from AIM ministries across the continent - relationship, worship, teaching, and place. From the asset library Representative Photos folder.
