Tone and Voice

The tone and voice of your brand define its personality and the way it communicates with the audience. This chapter provides guidelines on crafting consistent and authentic messaging that reflects the brand's values and resonates with its target audience.

Brand Personality

Visual Tone

Verbal Tone

Best practice for copy

Examples of great copy

Brand Personality

The personality of our brand permeates all communication. The brand personality of CGE can be described by these traits:

Resourceful

We don't settle for average, and we don't play by conventional rules. We always strive to find the best solution to every problem. Where there's a will, there's a way.

Enthusiastic

We are fortunate people who are passionate about the work we do. Every day, we bring great entertainment and a sense of belonging to thousands of people.

Welcoming

We strive to build a highly inclusive community where people support each other, lend a helping hand, and share joy together.

Playful

We don't take ourselves too seriously and know how to have a laugh. We understand that not everything can be meticulously planned and organized. Sometimes, improvisation is just what's needed.

Visual Tone

The visual tone sets the mood of the visual elements in our brand communication.

Bold

In visual communication, we are bold and recognizable. We are not afraid of daring color combinations, contrasts, or visual exaggeration.

Straightforward

Thanks to simple layout and clearly distinguishable compositional planes, our visual outputs always appear focused and easy to understand.

Saturated

Our brand expression is inspired by the artistic style of our games. In our visual outputs, we always use bold color tones, and we adjust the visual materials to ensure they are contrasting, saturated, and well-exposed.

Well Executed

Our visual materials are perfectly crafted down to the smallest detail. In our visual identity, there is no room for randomness, mistakes, or unfinished elements.

Verbal Tone

Verbal tone defines the language, tone, and style with which we speak to our customers.

Resourceful

We are inventive, but we are not scatterbrained.

We are determined, but we are not stubborn.

We have an open mind, but we are not uncritical.

Enthusiastic

We are optimistic, but we are not naive.

We are joyful, but we are not infantile.

We are energetic, but we are not impulsive.

Welcoming

We are casual, but we are not mischievous.

We are humble, but we are not lacking confidence.

We are sincere, but we are not blunt.

Playful

We use exaggeration, not sarcasm.

We are spontaneous, but we are not erratic.

We are relaxed, but we are not frivolous.

Best Practice for Copy

Four basic practices for effective communication.

Write like you speak

Want to know if your writing is engaging? Read it out loud. If a sentence sounds stiff or awkward, try rewriting it in a more natural way.

Be concise and on the point

People are busy. When you capture their attention, it’s important to also respect their time. If you can say the same thing in fewer words, do so.

Put clarity before cleverness

Wordplay should never sacrifice clarity. Consider audiences for whom an idiom or turn of phrase might be misinterpreted or confusing.

Consider the context

From game enthusiasts to soccer moms, our customer base is incredibly diverse. Adjust tone according to your audience.

Examples of great writing

Here are some examples of great writing.

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Our Brand

Visual Identity