BRAND GUIDELINES Be confident: Be enthusiastic: Be clever: Be simple and direct . Avoid Stay positive by avoiding Show our audience you long, hard words and formal comparisons designed relate to their joys and language . Let words flow to elevate one idea by frustrations . That you know naturally, as if they’re being diminishing another . Assume they have interests outside HOW WE SOUND spoken . Try not to say too success and stay away from of work . Infuse your writing many things at once . fear . Celebrate the craft . Our with the unexpected and audience appreciates the skill engage in wordplay, but not Write with conviction . that goes into their work, so at the expense of being clear . We communicate in a way that is noticed, Whatever you write, own it— shine light on it whenever At times, be light-hearted believed and remembered. We do this by make a point and stand for possible . but not light-headed . following three principles in our messaging: something . Avoid hedging language and evasive Enthusiasm is not: Clever is not: Be confident . Be enthusiastic . Be clever . phrases such as “seems like” and “according to .” Steer Cheesy Silly clear of empty words like Long-winded Immature “world-class,” “robust” and WRITING IN ALL CAPS Flippant “high quality .” Confidence is not: Arrogance Narrow-mindedness Dismissive 19