IKAN tone of voice

Tone-of-voice slide with a bold teal lead statement above four "we are X not Y" lines that contrast teal grotesque with coral serif italic.

Styleeditorial, minimal, light-mode

Colorlight, cool, warm, duotone

Typemixed-serif-sans, display

Moodprofessional, trustworthy, warm, calm

Tagstone-of-voice, contrast-statements, coral-serif-italic, lead-statement, intro-margin, cream-background

Palette

#F5F2EA

#1A4A52

#E8613C

Summary

The tone-of-voice rules: a bold teal lead paragraph followed by four parallel "We are X without being Y" lines, where the adjectives flip to coral serif italic for contrast.

Visual description

Warm cream background. A "3.1. TONE OF VOICE" header and short framing note sit at far left. The main column opens with a four-line lead statement in teal grotesque ("At IKAN, we value our role in the lives of our customers, and speak to them with respect..."). Below, after a gap, four parallel lines each contrast two italic adjectives: "We are serious without being intimidating.", "We speak formally but not coldly.", "We speak respectfully without being overeager.", "We are enthusiastic but not chaotic." The contrasting adjectives are set in coral serif italic against teal grotesque connectors. Page "10" and "NOVEMBER 2023" footer.

Key takeaway

The "X without being Y" construction rendered as a typographic contrast: the italic adjectives in the accent color make the trade-offs visually legible at a glance. It is a memorable way to specify voice.

Reuse notes

A directly reusable tone-of-voice layout. The paired-adjective lines work for any brand defining its register. Keep the lead statement short so the contrast lines remain the focus.