2.2.5 Basics/The design/Basic elements The language style Putting our personality into words All of our texts are characterized by a specific tone of voice, which is derived from the Allianz brand personality. This style enables us to create texts that both motivate and inspire the reader. Our language is clear, direct and positive. If visuals are featured within the communication, the text conveys the message of the image in an engaging way. Example: Visual poster Example: Text advertising 28