Voice and Tone
It's important to learn how to apply Zefr's voice and choose the right tone. Our voice reflects who we are. Our tone reflects the context and situation of which our message is delivered.
Two key tones are routinely used across sales and marketing touch points: commercial tone and teaching tone.
The goal of the commercial tone is brand consistency that leverages design to attract attention. The goal of the teaching tone is to extend the design experience of the Zefr suite across the marketing collateral.
The best way to decide which tone to use is to determine the task. Are you broadly introducing Zefr in a crowded space? (advertisements, events, etc.) Are you educating about Zefr products or the concept of contextual advertising to someone in our industry? (ebooks, sales presentations, etc.)
Advertisements, events, speaking engagements, press, social media, etc.
Copy: Top-level, broad, introductory, short-form
Typography: Verlag, Open Sans
Colors: Zefr palette, or adapted palette for situation
Logo: Design is constant. Color can adapt for situation
Sales presentations, ebooks, one-sheets, data visualizations, etc
Copy: Comprehensive, immersive, statistical, long-form
Typography: Open Sans
Colors: Zefr palette
Logo: Design and color constant.