Brand promise – do’s and don’ts
Do
Don’t
use a different typeface or way of writing
use another configuration
use framing or a specially created background
use the configuration (whole or partial) in combination with another visual element such as a trademark or symbol
When “sense and simplicity” is used in text
When sense and simplicity is used in text
When “Sense & Simplicity” is used in text
use the brand promise in the typeface of the text, between double inverted quotation marks and completely in lower case
use the brand promise in a distinct font or color in a text
use initial capital letters and/or an ampersand ‘&’
use the brand promise in the standard configuration with the wordmark
The principles Brand identity guide, March 2008
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