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Welcome
How to Use This Document
Additional Resources

Overview
Brand Story
Brand Purpose/Position
Brand Promise/Tagline
Brand Values
Brand Characteristics

/ Voice & Tone Playbook

Welcome
Tagline & Brand Platform
Guidelines
The Brand Rollup
What is Brand Voice & Tone
Our Brand Voice
Our Brand Tone
Voice & Tone Examples

/ Visual Identity

Logo
Logo Use
Logo Lock-Up Use
Typography
Color Palette
Dynamic Band
Photography
Brand in Action

Our Brand Tone

Serious

scale

Funny

Formal

scale

Approachable

Humble

scale

Confident

Matter-of-Fact

scale

Enthusiastic

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