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29 Do not Incorrect copy Be careful of inside jokes or region-specific humor. 
 Bolt spans a wide variety of shopper and merchant archetypes—our comms should be accessible to the majority of people (excepting site-specific messaging that requires tailored comms: use your best judgment). Faster than those SkyPod elevators 
 at One World Observatory. Checkout so easy, even the Snowflake 
 Mountain people could figure it out. Introduction Strategy Logo Color Typography Ar t Direction Illustration Iconography Expressions Components Motion Contact Tone of Voice

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