Cerence Brand Guidelines | October 2019
03 Verbal Branding |
Our voice and tone describe who we are as a company
and how we want people to think of us. Here are some
pointers on how Cerence should sound.
Headlines
Short, smart and engaging. Headlines should pull
people in so we don’t make them too techy or
complicated. Give the big picture story and let the
copy handle details.
Paragraph Copy
This is the place for specifics and explanations.
However, we still keep the writing approachable. Find
a spot to slip in an observation or playful ending.
Balance, in all things.
Headlines
Example 1
Transform Transport
Example 2
Pioneers and Futurists
Why they work:
Short and to the point. The first highlights our industry
leadership. The second explains our long history and
exciting future. Alliteration is nice but don’t overdo it.
Paragraph Copy
Example 1
We’ve been developing virtual assistants before AI even got
its learner’s permit. From the first voice-activated dialing
system to today’s immersive and multi-sensory experiences.
Example 2
There’s deep integration with sensors inside and outside
the car along with third-party assistants. Open platform,
nicer playground, happier drivers and passengers.
Example 3
Sophisticated AI, voice recognition, gaze and touch
technologies, and augmented reality.
We’re redefining how a car should feel, respond, and learn
on the go. Have tech, will travel.
Why they work:
Shorter sentences and engaging, personal language. Smart
use of analogy (“Learners permit”) and a lighter close
(“Happy drivers” and “Have tech, will travel”).
Writing in Voice
Examples
Brand Voice