First belief
Name the belief, then state what it rules out. A principle that forbids nothing is decoration.
Introduction
An introduction to who we are, what we stand for, and how we present ourselves.
Who we are
The short version, in the brand's own words.
Two or three sentences on where the brand came from and what it is for. Written as it would be spoken aloud — this is the first thing anyone reads.
What we stand for
Three ideas behind everything we make and every decision in this guide.
Second belief
Keep each to a sentence that can be held in mind.
Third belief
Three is usually sufficient. A fourth begins to read as a list.
About this guide
What it covers, and when to consult it.
Use this guide for anything produced in the brand's name. If something here is unclear, or a situation is not covered, please ask before inventing a rule.
Contact
Who to ask when the guide does not answer it.
Questions about the brand, or need a file that is not here? Write to the brand team.