| Brand Guidelines | 3
Table of Contents
Introduction
2
TOC
Brand Strategy
Business Rationale
What’s All the Commotion?
The Big Idea
Brand Platform
What’s This Big Idea Based On?
Reasons to Believe
10
Brand Personality
13
What Real Communicates
15
What Imaginative Shows
15
Why Spirited is Powerful
16
Why Intelligent Thinks Big
16
The Wrap
17
Verbal Guidelines
18
Our Name
19
Brand Voice
22
Brand Messaging
25
Master Story
27
Our Three Audiences
28
Product Narratives
30
Sector Narratives
31
Writing Style
32
Final Thought
34
Visual Guidelines
35
Logo
36
Color
44
Typography
51
Graphic Elements
54
Custom Alphabet
54
Patterns
59
Digital Applications
63
Visual Examples
67
Campaign
70
Contact
72
Table of Contents