BRAND GUIDELINES We are: Honest Our reason for existing relates back to our brand personality . Let’s break it down . Intelligent Democratize: To make something available to all. As a brand, we do this by being inclusive Spirited and honest in everything we do . We don’t talk down to our customers or condescend . We are personal and friendly in our approach and seek to be helpful at all times . Professional: There’s no fluff in our learning library, and the same goes for our brand . We’re We aren’t: sophisticated, intelligent and spirited. We speak to our customers with conviction . Insincere Learning: This is what we’re all about, but not just in the obvious ways . Yes, we have thousands Silly of courses, assessments and mentoring to facilitate learning, but what we really aim to do is to inspire a passion for continuous improvement in everyone who interacts with us . Apathetic 14