Three things, and you are right.
Pick the file for the ground
Dark background, use the reversed file. Light background, use the default. One colour only, use the black file. Never recolour a mark yourself.
Give it room, and size
Every mark below states the clear space it needs and the smallest it may be set. Both are measured from the artwork, not guessed.
Check it before it prints
Read the never list. If you are unsure, send it to us before it goes to a printer or a platform. We would rather answer than correct.
Every published form.
These are the files. They are generated from the approved artwork, so what you download here is what the mark is. Do not rebuild one by typesetting it.
Horizontal lockup
The default mark. Site navigation, app headers, banners, shirts, and anywhere the name is introduced. EVERY1 beside MOVEMENT, which is what makes it a movement rather than a word.
- Clear space
- 0.5x the cap height of EVERY1 on all four sides
- Smallest
- 200px on screen · 45mm in print
Bare wordmark
The name alone, without MOVEMENT. For a surface that already says what this is: a shirt front, a banner, an app header, the second time the name appears on a page.
- Clear space
- 0.5x the cap height of EVERY1 on all four sides
- Smallest
- 140px on screen · 32mm in print
The E1 icon
Two characters and no words. The avatar, the app icon, the lanyard, the sticker, and anything too small to read a lockup in. This is the form the door is recognised by at size.
- Clear space
- 0.35x the cap height of EVERY1 on all four sides
- Smallest
- 32px on screen · 10mm in print
The 1
The numeral alone. Used as a mark at small size, and used as the shape photography is masked into, which is this door's signature move. Never redrawn, never outlined, never filled with anything but an image or Flame.
- Clear space
- 0.35x its own height on all four sides
- Smallest
- 24px on screen · 8mm in print
Vision lockup
The whole promise in one mark: the verse above, the name, and what it leads to below. Banners, stage backdrops, and the back of a shirt. Never small.
- Clear space
- 0.5x the cap height of EVERY1 on all four sides
- Smallest
- 260px on screen · 58mm in print
Promise lockup
The name and the promise without the verse, for where the vision lockup is too tall.
- Clear space
- 0.5x the cap height of EVERY1 on all four sides
- Smallest
- 200px on screen · 45mm in print
Country lockup, USA
The USA country lockup. One per country, and each one is drawn, not generated.
- Clear space
- 0.5x the cap height of EVERY1 on all four sides
- Smallest
- 180px on screen · 40mm in print
Country lockup, Uganda
The Uganda country lockup. One per country, and each one is drawn, not generated.
- Clear space
- 0.5x the cap height of EVERY1 on all four sides
- Smallest
- 180px on screen · 40mm in print
Six, and no others.
Flame is the accent and the numeral. It is never used for text and never as a ground under text: at text size it does not carry enough contrast. Where you need fire at text size, use Ember.
#0B1A2D
Primary ground. Heroes, bands, footers.
#023D6F
Structural secondary. Logo continuity.
#F7F3EC
Light ground. Official paper, never gray.
#F85842
Non-text accent: BURN moments, display numerals, highlights. Never carries text. ≤10%.
#C13A24
Fire at text size: primary buttons, links, labels, hovers.
#FFFFFF
Cards, reversed text, button labels.
Three faces, free to everyone.
All three are on Google Fonts under the Open Font License, so any team or partner can install them at no cost. Do not substitute a different face.
The short list.
Everything else is judgement. These are not.
- Never place any logo on Flame (#F85842).
- Never redraw, restretch, rotate, or recolour the mark outside the three published inks.
- Never add effects: no shadow, glow, bevel, outline, or gradient.
- Never set the mark below its published minimum width.
- Never rebuild a lockup by typesetting it. Use the published file.
Photography cut into the numeral.
This is the one move that belongs to EVERY1 and to nothing else. A photograph is cut into the shape of the 1 rather than set beside it.
- Use the published
every1-numeral.svgas the shape. Never redraw it and never use a font character. - It holds a photograph. Never type, never a logo, never another mark.
- No outline, no shadow, no rotation. One per view.
- The photograph still needs everything a photograph needs: real capture, consent from the people in it, and a caption where it is published.
One per country, drawn not generated.
Each country lockup carries its own flag in the bar beneath the name. USA is the single exception and carries brand colours, because its flag is close enough that a true red and blue reads as a mistake.
Need a country that is not published yet? Country names are drawn as outlines, so no build can compose one. Write to brand@theword.world with the country and what it is for, and it is drawn, published here, and yours to download.
Before it ships.
Anyone can check a page or a file against this standard without asking us. The checker reads the published rules, so it is always checking against what is current.
python3 brand_check.py poster.html
It decides the mechanical half: colours outside the palette, a face that is not one of the three, text in Flame, a removed focus ring, an image with no alternative text. It does not decide whether a photograph is real or whether the words are true. A clean run is not a finished check.
When in doubt, ask first.
A question costs a minute. A reprint costs a conference. brand@theword.world
For machines. Everything on this page is published as data at /ai/manifest.json, with a checksum on every file, so an AI tool can read the current standard rather than remembering an old one.