4 Our brand personality traits are the qualities that personify the way we want our voice to sound. They provide a filter to ensure our communications always stay true to our brand. Were compassionate, trustworthy, knowledgeable, approachable, and generous. These 5 characteristics should resonate in our tone, whether verbally or in our written word. Our logo communicates our brand personality. The Foundation logo consists of the banner logo and the word Foundation with a red heart. The heart graphic represents our passion for our community and the compassion thats at the core of everything we do. Visual identity