1.3.1 Konfiguration: Varumärke

• Convey a sense of exploration and adventure
• Be authentic and conversational
• Evoke excitement and curiosity
• Speak honestly and straightforwardly
• Be approachable and relatable
• Use everyday language

• Inspirational
• Sustainability
• Quality
• Durability
• Functionality
• Reliability
• Community-oriented
• Be inclusive and welcome diversity
• Encourage active lifestyles
• Promote discovery

• Keep sentences concise and impactful
• Use active voice
• Lists, bullets, and series should be consistent — either they all start with a noun, or they all start with a verb
• Use serial commas

• Avoid activity-specific jargon unless it’s widely adopted
• Avoid promoting the skill level or experience level of the user of our outdoor equipment
• Avoid technical language or jargon

Capture candid, unposed shots of real people and futuristic animals engaging with technology in their daily lives to convey authenticity and relatability.

Focus on the experiences, speed and emotions of using technology, rather than just the products themselves.

Highlight futuristic, clean, and professional settings that reflect innovation and connectivity.

Use a palette inspired by technology, including sleek metallics, cool purple and blue, and neutral tones.

Utilize bright, natural lighting to create a welcoming and dynamic atmosphere.

Each image should evoke a feeling of speed, innovation and being part of the future.

Avoid cluttered or busy backgrounds that detract from the main subject.

• Use simple, short sentences
• Be clear and concise
• Invoke a sense of adventure and exploration

• Limit to less than 8 words
• Provide specific details about what’s inside the email
• Use sentence case
• Do not use end punctuation

• Limit to less than 80 characters
• Provide specific details about what’s inside the email
• Use sentence case
• Use ending punctuation

• Limit to less than 12 words
• Generate excitement through compelling and exciting statements
• Use sentence case

• Limit to less than 120 words
• Use bullet points for lists containing more than 3 items
• Use between 0 to 4 headings within the body to separate main ideas
• Use sentence case
• Use ending punctuation

• Limit to between 1 to 3 short words
• Limit to less than 20 characters
• Use an action-oriented verb as the first word and intended action the end-user should take
• Avoid ending punctuation
• Use title case

• Use simple, short sentences
• Be clear and concise
• Invoke a sense of adventure and exploration
• Make product names prominent
• Use community-building concepts and language

• Limit  to less than 8 words
• Limit to less than 27 characters
• Make it clear what action the reader should take
• Use sentence case
• Avoid ending punctuation

• Limit to less than 125 characters
• Use sentence case
• Use ending punctuation

• Make readers feel inspired, interested, and sure of the next step
• Avoid word repetition
• Make product names prominent

• Clearly state the main benefit of the offer
• Use sentence case
• Use ending punctuation
• Limit to less than 60 characters

• Communicate the benefits of clicking into the offer
• Use sentence case
• Use ending punctuation

• Limit to between 1 to 3 short words
• Limit to less than 20 characters
• Use an action-oriented verb as the first word
• Use title case
• Avoid ending punctuation

This is the default brand for CitiSignal marketing campaign. Use the CitiSignal brand for all brand and product campaigns that don't require specific guidelines.