HANDSHAKE BRAND GUIDELINES 2021 8 Brand Attributes Handshake’s brand attributes define how our brand looks and what we say. Think of these attributes as personality traits or characteristics that our audience sees as an inherent part of our brand. Vibrant We’re bold and full of youthful energy. Actionable We’re more than talk. We give students, employers and career centers the information they need to get results. Optimistic We believe in the potential of every student and know they can build the career they want. Supportive We’re here to help students navigate the challenges and opportunities along their career journey.