Brand values
Our values – inventive visionary, rich diversity.
Our tone of voice style – imaginative and vibrant
We are a bright and imaginative city -
bursting with talent and creativity. We use words that reflect this
imagination. Bold striking headlines that grab the imagination,
question our assumptions and challenge us to think differently. We
use vibrant words that capture people's enthusiasm and create the
same impact as seeing Edinburgh City Region for the first
time. Our headlines are alive with excitement - we let our passion
and enthusiasm shine though.
We are not…
Loud, brash and intimidating.
Our values – striving for excellence, understated
Our tone of voice style – determined and
confident
We have a sense of self belief; we are direct
and accurate in what we say but we always display a sense of
modesty. If we are talking about an aim or goal - we are direct,
matter-of-fact and use correct statistics. We don't need to use
excessive exclamations or gushing descriptions.
We are not…
Arrogant, aloof and superfluous.
Our value – sincere warmth
Our tone of voice style - authentic
We are straightforward and authentic. We don't
use complicated jargon and abbreviations that no one understands.
We give clear and decisive directions with what we describe, we are
respectful of others - we try not to assume.
We use simple and direct words and write in a
warm style that is understood and appeals to all.
We are not…..
Impersonal, complicated and cold.
