AFRICA INLAND MISSION DESIGN-SYSTEM TRAINING SOURCE Extracted from: AIM Brand Book v1.1 (March 2025) International Office Aligned to: the live Brand Guidelines webpage (adjustments through August 2026) Document purpose: Give an AI (or a designer) everything required to build a consistent AIM design system - tokens, type, color, logo, voice, photography, and UI rules - without inventing a second brand. HOW TO USE THIS FILE - Treat VERBATIM BOOK COPY as source of truth for language, values, voice, logo rules, photography, and stated type/color roles. - Treat MEASURED / DERIVED / PAGE IMPLEMENTATION as implementation data (hex sampled from artwork, fonts from Adobe kit ygq3zcu, and rules confirmed on the guidelines site). Do not present invented marketing names as official AIM color names unless labeled working names. - When building a design system: start with tokens, then type scale, then components. - Never recreate the logo. Always use official logo files. - Do not invent a second palette, a third display face, or a filled marketing button that competes with the badge. WEB FONTS - Adobe Fonts Web Project ID: ygq3zcu - Families in the kit: proxima-nova, proxima-nova-condensed, yorkten-slab-normal, minion-pro, verveine DOWNLOADABLE FONTS (graphic design only - do not upload to websites) https://www.dropbox.com/scl/fo/rilfc0944ovvoyaaaqp2m/ALjVm1Fx8-iCSh6niFDbUI0?rlkey=x4o91lgp0y03gfg7wofzki2oe&dl=0 OFFICIAL LOGO FILES https://www.dropbox.com/scl/fo/enxmkij4uxe5w7zyiczgx/ALOpxMGaXCVlSaED-rVR0TI?rlkey=py311onau8he0imta8t7ud7d4&dl=0 ASSET LIBRARY (patterns, representative photos, transparent logos) https://www.dropbox.com/scl/fo/wo6btvq19koqg4tj0ggal/AKosQ5ep2NH_AuJlUaAtRQo?rlkey=axje7mpn5pndddq7878q9krdy&dl=0 ============================================================================== 1. IDENTITY ============================================================================== Organization: Africa Inland Mission (AIM) Document: Brand Book (V 1.1) 3/2025 Category: Evangelical Christian mission agency Footprint: Serving in over 20 African nations and around the world Founded / heritage: Leading people into meaningful ministry for over 100 years Passion (who we are): Africa Inland Mission is an evangelical Christian mission agency serving in over 20 African nations and around the world. Our passion is to see Christ-centered churches established and thriving among all of Africa's peoples. ============================================================================== 2. BRAND NARRATIVE (verbatim - use the complete four paragraphs; do not truncate) ============================================================================== 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. ============================================================================== 3. VISION AND MISSION (verbatim) ============================================================================== EXPRESSION OF OUR VISION Our passion is to see Christ-centered churches established and thriving among all of Africa's peoples. VISION TAGLINE Christ-centered churches among all African peoples. EXPRESSION OF OUR MISSION Serving and equipping the church of Jesus Christ to make disciples of the peoples of Africa. MISSION TAGLINE Partnering with churches. Reaching Africa's unreached. SPELLING Christ-centered is an adjective, so it is hyphenated. Use the hyphen whenever using the tag/strap line. For USA audiences, always use the spelling "centered" and "centeredness." ============================================================================== 4. VALUES (verbatim) ============================================================================== 1. CHRIST-CENTEREDNESS 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. 2. CHURCH CONNECTIONS 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). 3. CARING COMMUNITIES 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). 4. INCARNATIONAL 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. 5. INTERCULTURALISM 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). 6. COLLABORATION 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). 7. CREATIVITY 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. ============================================================================== 5. VOICE AND TONE (verbatim) ============================================================================== 1. RELATABLE AND INVITING 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. 2. COMPASSIONATE AND HUMBLE 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. 3. OBEDIENT AND COMMITTED 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. SUMMARY Our tone is predominantly supportive, informative, and optimistic. Overall, the tone is crafted to 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. WRITING RULES FOR AI / DESIGNERS - Warm, inviting, first-person plural (we/our) when speaking as AIM. - Ordinary people, extraordinary calling. Never elitist or insider-coded. - Humble learner posture. Never triumphalist, colonial, or savior-complex language. - Serious about the unreached without sensationalizing suffering. - Supportive + informative + optimistic. Challenge and hope in the same breath. - Avoid: marketing hype, emoji, slang, sarcastic voice, prosperity-gospel tone, military conquest metaphors for people. - Preferred headline shapes: vision tagline; mission tagline; invitation; unfinished work. SAMPLE LINES GROUNDED IN THE BOOK - Christ-centered churches among all African peoples. - Partnering with churches. Reaching Africa's unreached. - The work is far from finished. - Ordinary people. An extraordinary calling. - We walk in humility, build relationships, and strive to live as belongers. ============================================================================== 6. BRAND ATTRIBUTES ============================================================================== NOTE FROM THE BOOK (verbatim): 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. SPECTRUM (from the Brand Attributes spread - this is the official graphic) Each pair is a 6-tick scale (positions 0 through 5). Gold marker = brand lean. The circled pole is the chosen side. feminine (0) ---------- masculine (5) marker 4 lean masculine simple (0) ------------ complex (5) marker 1 lean simple youthful (0) ---------- mature (5) marker 2 lean youthful subtle (0) ------------ bold (5) marker 4 lean bold traditional (0) ------- contemporary (5) marker 4 lean contemporary friendly (0) ---------- authoritative (5) marker 1 lean friendly playful (0) ----------- serious (5) marker 4 lean serious innovative (0) -------- conventional (5) marker 1 lean innovative industrial (0) -------- natural (5) marker 4 lean natural accessible (0) -------- exclusive (5) marker 1 lean accessible casual (0) ------------ elegant (5) marker 1 lean casual refined (0) ----------- raw (5) marker 2 lean refined CHOSEN POLES (use these words when summarizing the brand) masculine, simple, youthful, bold, contemporary, friendly, serious, innovative, natural, accessible, casual, refined GRAPHIC IMPLEMENTATION - Field: Paper (#F6F1E8). Type and ticks: Ink (#1C1412). - Marker: Sahara Gold filled circle on a 6-tick Ink scale. - Chosen pole: Mint Oasis oval outline around the word. - Do not replace this spectrum with a grid of attribute cards. Design implication of the chosen poles: Bold = confident scale, strong Ancient Clay, decisive type. Not loud or trendy. Serious = weight and stillness. No novelty type, no playful chrome, no jokes in product UI. Natural = earthy color and unfiltered photography. No neon, no heavy grade. Friendly = warm, human, ordinary-people tone. Not corporate, not cute. Youthful = contemporary energy without trend-chasing. Light on its feet, not juvenile. Accessible = clear hierarchy, plain language, AA contrast. Anyone can enter the work. Contemporary = current and clean. Not retro, not startup-generic. Simple = restraint. No extra chrome. Innovative = adaptive, not gimmicky. Casual = approachable, not sloppy. Refined = considered, not precious. Masculine = grounded weight, not aggressive. ============================================================================== 7. LOGO SYSTEM ============================================================================== COMPONENTS (verbatim) The AIM Logo consists of three components: The Badge, the Organization Name and Tag/Strap Line. - Badge: a solid Ancient Clay circle with the white AIM mark. - Organization Name: AFRICA INLAND MISSION, set in Proxima Nova Extra Bold. - Tag/Strap Line: Christ-centered churches among all African peoples, set in Proxima Nova Light, positioned directly below the organization name when used as part of the logo. - Use official files from the logo folder. Never recreate the logo in CSS, SVG path tracing, or custom type. OFFICIAL FILE ROLES Primary lockup (default on Paper): red badge + black wordmark aim logo red24.png Reversed lockup (on Ancient Clay, Desert Night, or a dark photo): aim logo white.png Black lockup (when a single-color print lockup is required): aim logo black.png Badge alone (organization name must appear nearby): aim logo badge red24.png (on Paper) aim logo badge white.png (on Ancient Clay or other dark fields) aim logo badge black.png (single-color) OPTIONAL ELEMENTS - Graphical files are available with and without the tag/strap line. - The tag/strap line is an optional element. Do not fabricate the tagline in type next to a file that does not include it. - The Badge may be used alone if the organization name is used in proximity elsewhere on the piece. CLEAR-SPACE AND PLACEMENT 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. Measured from the official red lockup PNG (3648 x 920): - The N in INLAND is the first-line cap height, 337 px. - N height = 9.24% of lockup width, or 36.6% of lockup height. - In a box that wraps the lockup, padding on each side should be 7.8% of that box width so the cushion equals the N at any size. - Never shrink the lockup inside a large padded frame so the cushion looks bigger than the N. Placement: 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. Dark backgrounds: The logo text may be reversed (white) out over a dark portion of an image, or placed on a dark background color. Use the official white files. Do not invert the red lockup with CSS filters. INCORRECT USAGE - DO NOT change the aspect ratio of the logo. - DO NOT use secondary or accent colors in the logo. (Nile Waters, Mint Oasis, Sahara Gold, Paper, and Desert Night are all forbidden as badge fills.) - DO NOT redesign the logo or replace its original typography. - DO NOT change the tone, tint, or opacity of the logo. - DO NOT add elements to the logo. - DO NOT rotate the lockup. - Do not outline the mark. - Do not add gradients to the logo. - Do not lock the badge into another organization's identity. - Partnerships: keep the official lockup intact and honor clear-space. We collaborate. We do not cobrand the mark. MEASURED LOGO COLOR - Badge fill is Ancient Clay (#5E0B15). Letterforms in the badge are White (#FFFFFF). - Wordmark on Paper is Ink / black. Wordmark on dark is White. ============================================================================== 8. COLOR SYSTEM ============================================================================== INSPIRATION (verbatim) 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. ROLES PRIMARY COLORS Main brand colors, used to ensure recognition and visual consistency. SECONDARY COLORS Complementary colors that enrich the visual palette without competing with the primary ones. List Desert Night first. ACCENT COLORS Color used to highlight important elements and draw attention to the design. High contrast color. Nile Waters is an accent, not a secondary. MEASURED SWATCHES (working names for tokens - not printed as official names in the book) PRIMARY Ancient Clay #5E0B15 RGB 94,11,21 logo badge, section titles, primary recognition. High confidence. White #FFFFFF RGB 255,255,255 reverse type and pure field on dark backgrounds. Medium-high. Ink #1C1412 RGB 28,20,18 wordmark and body ink on paper; borders and form controls. High confidence. SECONDARY Desert Night #071824 RGB 7,24,36 deep supporting field; reversed lockups; button color (outline and inverse field). High confidence. Paper #F6F1E8 RGB 246,241,232 warm page background. Medium. Paper Deep #F2ECE1 RGB 242,236,225 elevated surface and card fill. Derived from Paper. ACCENT Nile Waters #01636D RGB 1,99,109 complementary earth-water highlight. High confidence. Mint Oasis #8CD1CB RGB 140,209,203 light teal for patterns and airy surfaces. High confidence. Sahara Gold #F9C22E RGB 249,194,46 high-contrast highlight. Use as a band or small panel, not as the default button. USAGE RULES - Neutrals first. Most UI area is Paper, White, and quiet Ink borders. - 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. - Ancient Clay and Desert Night are the primary brand fill colors for large dark fields. - Accents (Nile Waters, Mint Oasis, Sahara Gold) are highlights, never body text on light grounds, never large noisy fields, never the logo. - Prefer Ancient Clay and Desert Night for large dark fields; Sahara Gold, Mint Oasis, and Nile Waters only as a band or small panel. - Contrast: body text must meet WCAG AA. Ink on Paper or White. White on Ancient Clay or Desert Night. - Borders and form controls use Ink, not a separate line color. - Do not introduce any other colors. SUGGESTED CSS TOKENS --color-ancient-clay: #5E0B15; --color-white: #FFFFFF; --color-ink: #1C1412; --color-paper: #F6F1E8; --color-paper-deep: #F2ECE1; --color-desert-night: #071824; --color-nile-waters: #01636D; --color-mint-oasis: #8CD1CB; --color-sahara-gold: #F9C22E; ============================================================================== 9. TYPOGRAPHY ============================================================================== ORDER ON THE GUIDELINES SITE (keep this sequence) 1. PRIMARY Proxima Nova 2. DISPLAY Yorkten Slab 3. BODY Minion Pro 4. ACCENT Verveine LOCATE FONTS - Web: Adobe Fonts project ygq3zcu (includes all four families) - Desktop: fonts Dropbox (do not upload those files to websites) STATED IN THE BOOK - Organization name in the logo: Proxima Nova Extra Bold - Tag/strap line: Proxima Nova Light - Dedicated spreads: Primary Font, Secondary Font, Body Font, and Example Accent Fonts - Accent fonts emphasize a title or occasional word, never body text ROLES Proxima Nova Light, Regular, Regular Italic, Medium, Semibold, Bold, Extra Bold Plus Proxima Nova Condensed Role: UI, labels, buttons, organization name, most chrome. Not the longform body face. Yorkten Slab (yorkten-slab-normal) Role: hero and chapter titles only. Character: sturdy slab serif. Never body or UI chrome. Minion Pro (minion-pro) Role: body serif for paragraphs and longform reading. Regular for body. Italic for emphasis. Use for brand narrative, values copy, and other reading text. Verveine Regular Role: informal brush script. Title or occasional word only. Never body, never UI. LICENSED WEB SUBSTITUTES (only if official faces are unavailable) - Proxima Nova - Source Sans 3 - Yorkten Slab - Zilla Slab or Roboto Slab at display sizes - Minion Pro - Palatino Linotype, Book Antiqua, or Georgia - Verveine - Allura Never substitute Comic Sans, Inter-as-the-whole-system, or another random display face. RECOMMENDED TYPE ROLES - Display / chapter: Yorkten Slab Bold - Section title: Proxima Nova Light or Semibold, or Yorkten at chapter scale - Logo wordmark: official PNG only (do not set AFRICA INLAND MISSION in live type) - Body / longform: Minion Pro Regular, 1.5 line-height - UI label / nav / buttons: Proxima Nova Bold or Semibold - Button label: Proxima Nova Bold, 18px, uppercase, tracking 0 - Accent word: Verveine, occasional only - Mono: not part of the brand. Hex codes / tokens only. PRACTICAL WEB SCALE 12-16 px body / UI leading 150% tracking 0 18-24 px deck / lead leading 140% tracking 0 28-48 px section title leading 120% tracking -1% 56-96 px display leading 100-110% tracking -2% Pairing rule: at most two families on a screen (Proxima + Yorkten, Proxima + Minion, or Proxima + Verveine). Never all four at once except a single accent word. ============================================================================== 10. PATTERNS ============================================================================== (verbatim) These patterns are not a required element of our brand but a suggestion. They can be used for social media posts along with printed material and web pages. PNG files available in the asset library (Patterns folder: Mint Oasis, Nile Waters, geometric fields). OBSERVED PATTERN LANGUAGE - Use as a band, footer, social background, or quiet texture - Never place small body text over a busy pattern - Not required. Prefer photography or flat Paper when in doubt. ============================================================================== 11. PHOTOGRAPHY ============================================================================== (verbatim) When capturing photography, we shoot to tell a story as much as possible, with multiple angles and focal lengths. We prefer candid photos that express our values and show a diversity of AIM ministries and people. People photography shows relationship, teamwork, joy in our ministry, and vibrant churches, but also reflects the reality of the work being difficult at times. Basic photo editing for style should aim for natural colors, mid contrast, bright images, and avoid any overly stylized approaches or trendy filters. FOUR STANDARDS (use on the guidelines site as small equal cards in one row) 1. Tell a story - multiple angles and focal lengths; candid; diversity of ministries 2. Relationship and reality - teamwork, joy, vibrant churches, and honest difficulty 3. Natural color - mid contrast, bright; no trendy filters 4. Place and calling - rooted in the African continent, with focus on the North and West PAGE IMPLEMENTATION - Use official Representative Photos from the asset library. - Do not repeat the same photograph anywhere on a single page. - Prefer vibrant, candid frames for the Photography intro card. - Do not use mock "applications" grids of merch or invented layouts. DO NOT - Stylized travel-influencer looks - Poverty-porn close-ups - White-savior hero framing - Fake AI "African village" illustrations as a substitute for real photography ============================================================================== 12. BUTTONS (page implementation - match AIM USA web) ============================================================================== Source of the live treatment: https://us.aimint.org/pray/ (Divi et_pb_button) ANATOMY - Font: Proxima Nova Bold (700), 18px, line-height 1.7, letter-spacing 0, uppercase - Padding: 17px 18px - Border: 2px solid currentColor - Radius: 3px - Fill: transparent - Transition: background-color 300ms ease - Hover: 15% white wash on dark fields; 8% Desert Night wash on Paper - Hover also reveals a small chevron after the label (300ms) VARIANTS - Primary (on Paper): Desert Night type and border. Class conceptually: btn-brand - Inverse (on Desert Night or a photo): White type and border. Class conceptually: btn-brand-on-dark DO NOT - Fill primary buttons with Desert Night or Ancient Clay (the live system is outline, so the badge stays the only solid Ancient Clay circle) - Use Sahara Gold as the default button - Use sentence case or tracked-out small caps on buttons - Mix a third button style on the same page ============================================================================== 13. IMPLEMENTATION-READY DESIGN TOKENS ============================================================================== JSON (safe to paste into a token pipeline) { "name": "Africa Inland Mission", "version": "1.1-guidelines", "source": "AIM Brand Book v1.1, March 2025 + Brand Guidelines webpage", "assets": { "adobeFontsProjectId": "ygq3zcu", "fontsDropbox": "https://www.dropbox.com/scl/fo/rilfc0944ovvoyaaaqp2m/ALjVm1Fx8-iCSh6niFDbUI0?rlkey=x4o91lgp0y03gfg7wofzki2oe&dl=0", "logoFiles": "https://www.dropbox.com/scl/fo/enxmkij4uxe5w7zyiczgx/ALOpxMGaXCVlSaED-rVR0TI?rlkey=py311onau8he0imta8t7ud7d4&dl=0", "assetLibrary": "https://www.dropbox.com/scl/fo/wo6btvq19koqg4tj0ggal/AKosQ5ep2NH_AuJlUaAtRQo?rlkey=axje7mpn5pndddq7878q9krdy&dl=0" }, "color": { "ancientClay": "#5E0B15", "white": "#FFFFFF", "ink": "#1C1412", "desertNight": "#071824", "paper": "#F6F1E8", "paperDeep": "#F2ECE1", "nileWaters": "#01636D", "mintOasis": "#8CD1CB", "saharaGold": "#F9C22E" }, "colorRoles": { "primary": ["ancientClay", "white", "ink"], "secondary": ["desertNight", "paper", "paperDeep"], "accent": ["nileWaters", "mintOasis", "saharaGold"] }, "font": { "primary": "Proxima Nova", "display": "Yorkten Slab", "body": "Minion Pro", "accent": "Verveine", "logoName": "Proxima Nova Extra Bold", "logoTag": "Proxima Nova Light", "button": "Proxima Nova Bold", "webEmbed": "Adobe Fonts project ygq3zcu", "cssFamilies": { "display": "proxima-nova", "chapter": "yorkten-slab-normal", "serif": "minion-pro", "accent": "verveine" }, "webFallbackPrimary": "Source Sans 3", "webFallbackDisplay": "Zilla Slab", "webFallbackBody": "Georgia", "webFallbackAccent": "Allura" }, "logo": { "neverRecreate": true, "primaryLockup": "red badge + black wordmark", "badgeOnAncientClay": "white badge", "clearspace": "height of the N in INLAND (9.24% of lockup width)" }, "button": { "style": "outline", "fontSize": "18px", "fontWeight": 700, "textTransform": "uppercase", "padding": "17px 18px", "borderWidth": "2px", "radius": "3px", "primary": { "color": "#071824", "background": "transparent" }, "inverse": { "color": "#FFFFFF", "background": "transparent", "on": "#071824" }, "hoverPrimary": "rgba(7,24,36,0.08)", "hoverInverse": "rgba(255,255,255,0.15)", "transition": "300ms ease" }, "attributeSpectrum": [ { "left": "feminine", "right": "masculine", "position": 4, "lean": "right" }, { "left": "simple", "right": "complex", "position": 1, "lean": "left" }, { "left": "youthful", "right": "mature", "position": 2, "lean": "left" }, { "left": "subtle", "right": "bold", "position": 4, "lean": "right" }, { "left": "traditional", "right": "contemporary", "position": 4, "lean": "right" }, { "left": "friendly", "right": "authoritative", "position": 1, "lean": "left" }, { "left": "playful", "right": "serious", "position": 4, "lean": "right" }, { "left": "innovative", "right": "conventional", "position": 1, "lean": "left" }, { "left": "industrial", "right": "natural", "position": 4, "lean": "right" }, { "left": "accessible", "right": "exclusive", "position": 1, "lean": "left" }, { "left": "casual", "right": "elegant", "position": 1, "lean": "left" }, { "left": "refined", "right": "raw", "position": 2, "lean": "left" } ], "radius": { "sm": 8, "md": 14, "lg": 22, "xl": 32, "button": 3 }, "space": [4, 8, 12, 16, 24, 32, 48, 64, 96], "motion": { "button": "300ms ease", "quick": "150ms", "fast": "250ms", "ease": "cubic-bezier(0.22, 1, 0.36, 1)" } } RADIUS Keep radii concentric. Cards larger than buttons. Buttons are 3px (AIM web). No stadium-shaped marketing cards. MOTION Short, eased, opacity + transform only. Respect prefers-reduced-motion. No bounce, no carnival. ============================================================================== 14. UI / COMPONENT RULES ============================================================================== SURFACE - Default page: Paper + Ink text - Elevated: Paper Deep or White with a 1px Ink border - Inverse: Desert Night or Ancient Clay + White text - Attribute spectrum panel: Paper field, Ink type (not Ancient Clay type) - Do not use pure #000 on pure #FFF for large marketing fields BUTTONS See section 12. Primary outline Desert Night on Paper. Inverse outline White on Desert Night. NAV - The Brand Guidelines page has no sticky header nav. It opens on the hero. - In product UI: quiet tracked labels. Active = Ancient Clay. Logo left = official badge file. CARDS - Hairline Ink border or soft Paper Deep fill - Photography may bleed the top of a card - Title in Proxima Semibold or Yorkten; long body in Minion Regular - Photography-standard cards: compact, four in one row on desktop FORMS - 44px controls, Ink border, Ancient Clay focus ring - Labels in Proxima Semibold, small ICONOGRAPHY - Stroke icons, currentColor, monochrome. - No emoji in product chrome. - Do not redraw the AIM badge as an icon set. DATA / CHARTS - Ancient Clay, Desert Night, Nile Waters, Mint Oasis, Sahara Gold - in that order - No rainbow palettes VOICE IN UI COPY - Buttons: verbs, uppercase (PARTNER, GIVE, EXPLORE, DOWNLOAD LOGO FILES) - Empty states: invitational, not cute - Errors: clear and humble, not jokey ACCESSIBILITY - AA contrast for body - Visible focus - Do not set Sahara Gold text on Paper - Do not set Mint Oasis text on Paper for small type - Ancient Clay on Paper is for large type / UI chrome, not long body paragraphs PHOTOGRAPHY IN LAYOUT - Never repeat a photograph on the same page - Official Representative Photos only ============================================================================== 15. DO / DO NOT (CONDENSED) ============================================================================== DO - Lead with Christ-centered churches among all African peoples - Use official badge and lockup files only - Keep Ancient Clay as the recognition color - Use Desert Night as the button color (outline) - Set longform in Minion Pro; UI in Proxima; titles in Yorkten - Recreate the attributes spectrum, not a card grid - Choose candid, natural, mid-contrast photography - Write as ordinary people inviting others into a lifelong calling - Leave clear-space equal to the N in INLAND - Collaborate visually without cobranding the mark - Use USA spelling: centered, centeredness DO NOT - Recreate, recolor, stretch, rotate, outline, fade, or decorate the logo - Put secondary or accent colors in the logo - Truncate the brand narrative - Replace Proxima / Yorkten / Minion / Verveine with a generic Inter-only system - Use filled marketing buttons that compete with the badge - Repeat photographs on a page - Use trendy filters or stylized illustration instead of real photography - Sound triumphalist, trendy, or like a consumer startup - Invent a new symbol, wordmark, or color that competes with Ancient Clay ============================================================================== 16. SOURCE NOTES ============================================================================== Extracted from AIM Brand Book v1.1 (InDesign PDF, 44 pages, March 2025). Updated to match the live Brand Guidelines webpage, including official logo files, Minion Pro as body, the attributes spectrum, outline buttons, unique representative photography, and Desert Night as the button color. Verbatim: who we are, narrative, vision, mission, values, voice. When this file conflicts with a later official AIM kit, the later official kit wins.