Trade secrets

Having promised to protect with my life the fine detail of the marketing revolution therein, I take delivery of another set of corporate design guidelines.

I skip past the  primary and secondary colour palette. Pantones 4625 C and 158 C. Radical

I glance at the chosen typfaces. Helvetica Black and Helvetica Neue Light. I can see why these guys don't want a word of this to leak out.

I arrive at the recommendations for copy. Incredibly, it suggests I make my writing 'friendly', 'approachable' and 'conversational... as if talking across the table to a friend.'

Not just that. They also I insist I make it 'clear', 'engaging' and 'honest.'

Jeez. It's going to be a wrench adapting my usual hostile, standoffish and downright deceitful house style, but I'll give it my best shot...