BK tone of voice "Approachable" with do and don't examples

Summary

A verbal-identity page for the "Approachable" tone trait, built on the same template as the other trait pages: numbered slab-serif headline and serif description left, paired do and don't copy examples right.

Visual description

Warm cream background with the same running header ("Verbal Identity / Characteristics", "Approachable", page "026"). The left column leads with an oversized brown slab-serif "4. Approachable", a large serif paragraph ("We're comfortable in our skin..."), then three short serif lines with "not" set in orange ("We are clear, not terse"). The right column repeats the stacked "Do" / "Don't" pattern: small orange caps label, a bold sans example line, and a light gray caption explaining why. Legal footnote bottom-left, usage caution along the bottom edge.

Key takeaway

The disciplined reuse of one fixed layout across every tone trait so the whole verbal-identity section reads as a set. As before, the orange "not" highlight turns a rule into a glanceable contrast.

Reuse notes

Use as the second card in a tone-of-voice sequence; its value is the consistency with its siblings rather than any single move. Good reference for brand or content-style guides that document multiple voice attributes the same way.