Brand Guide
The visual identity and voice of Love in Action Social Justice Ministry, Inc. — the elements that make our work unmistakable across every platform, partner, and program.
One Voice. One Look. One Mission.
The Love in Action Brand Identity Guide is designed to create a consistent visual identity across the ministry — from the local church to the national stage. Using color, typography, photography, and language, every department and region can produce work that reflects the unique character and goals of the program while standing in the same family.
The Love in Action signature mark — the heart with the raised fist — is the core element of the visual identity system. It is the official logo of the ministry and is what is most strongly associated with the brand. Use it generously, use it consistently, and use it correctly.
For all official branding assets, including print-ready files, alternate logo lockups, and full guidelines, please contact our team at media@loveinactionpaw.org or admin@loveinactionpaw.org.
The Signature Mark
The heart with the raised fist is the visual anchor of the ministry. Treat it with the same care you'd give a signature.
Primary Logo
Do
- Use the logo at a size that allows the heart and fist to be clearly visible.
- Maintain clear space equal to the height of the fist around all sides of the logo.
- Use on light, clean backgrounds, or on dark backgrounds with the white-out variant.
- Use the high-resolution file appropriate to your medium (vector for print, PNG for digital).
- Pair with one of the brand fonts: Oswald for headlines, Inter for body, Cormorant Garamond for scripture pulls.
Don't
- Stretch, skew, rotate, or distort the logo in any way.
- Recolor the heart or the fist outside the approved Pan-African palette.
- Place the logo on busy photographs that obscure its shape.
- Drop shadows, outlines, glows, or other effects on the logo.
- Crop the heart or remove the fist — they are inseparable.
Use the Right Format for the Right Medium
Picking the right file format prevents a low-resolution logo from showing up where it shouldn't.
For Print
EPS and AI files are vector files designed for use in print applications at any size — banners, signage, flyers, swag, anything that goes to a professional printer. Vector files stay sharp no matter how large they're scaled.
For these files, email media@loveinactionpaw.org.
For Web
PNG, JPG, and PDF files are designed for use in digital applications — websites, email signatures, social media, presentations, and screen displays. PNG with transparent background is recommended for most digital uses.
For these files, email media@loveinactionpaw.org.
The Pan-African Foundation
Our palette is drawn directly from the colors of the Pan-African flag. Each color carries meaning. Use them faithfully.
Red
Sacrifice, blood, struggle for freedom.
Green
Land, growth, future generations.
Gold
Faith, hope, and inheritance.
Black
The people. Strength, dignity, and resilience.
Three Voices, One Family
Type carries voice. Our typeface system has three roles — bold, conversational, and reverent — that together cover everything from headlines to scripture pulls.
Used for all headlines, navigation, button labels, and UI elements. Always uppercase, always confident. Brings authority and structure.
Used for body copy, paragraphs, forms, and anything readers will actually read. Clean, modern, and warm — the conversational voice of the ministry.
Used for scripture quotes, reflective pulls, and editorial accents. Italicized when used in scripture treatments. Carries reverence and depth.
The Words That Carry Us
Voice is brand. These statements and pillars are the language we use when we describe ourselves to the world.
Our Mission
The mission of Love in Action Social Justice Ministry, Inc. is to mobilize constituents of the Pentecostal Assemblies of the World and beyond to address modern-day injustices within our local communities, nation, and world.
Our Voice
We are
- Grounded in scripture
- Action oriented
- Culturally resonant
- Direct and confident
- Hopeful and persistent
We are not
- Vague or theoretical
- Reactive or fearful
- Performative
- Disconnected from the local church
- Trend-chasing
Our Messaging Pillars
The four focus areas double as our messaging pillars. Anchor stories, campaigns, and content to one of these:
Voter Education & Empowerment
Educating constituents on voting rights and empowering them to exercise those rights at every level of government.
Criminal Justice Reform
Addressing mass incarceration, oppressive sentencing, and the restoration of formerly incarcerated citizens.
Education Reform
Confronting inequitable funding, the achievement gap, and the school-to-prison pipeline.
Economic Justice Reform
Dismantling systems that produce job insecurity, homelessness, and hunger in low-income communities.
Request the Full Brand Guide
The complete brand guide and asset library — including vector logos for print, color and B&W variants, photography guidelines, and templates — is housed in our Google Drive folder. Click below to view, or email our team if you need assistance.
Carry the Brand With Care.
Every banner, post, sermon, and slide deck shapes how the world sees this ministry. Thank you for stewarding it well.