3 Contents. 4. A conversation. 42. Our speech bubbles. 12. What is Skype? 46. Applying the speech bubbles 14. Our mission. to printed material. 16. Words we like/don’t like. 48. Applying the speech bubbles 18. Who are our users? to online material. 26. Our tone of voice. 50. Giving our users a voice. 28. Our logo. 52. Using photography and illustration. 30. Our colours. 56. Partner activities. 32. Our typefaces. 58. Partnering logos with the ampersand. 34. Logo dos and donts. 60. Applying partnered logos. 38. Our strapline. 62. The end bit.