# Messaging & Tone Guidelines

## Brand Voice

**Core attributes**: Professional · Innovative · Entrepreneurial · Respectful

| Context | Tone |
|---------|------|
| Investor relations / press | Formal, precise, data-driven |
| Internal / employee | Warm, inclusive, motivational |
| Website / social media | Approachable, confident, engaging |

**Language**: Active voice preferred · Concrete over abstract · Fact-based (data, examples) · Clear and concise

---

## The Ringier Claim

**"We inform. We entertain. We connect."**

| Pillar | Meaning | Color |
|--------|---------|-------|
| We inform | Journalism, news, independent information | Yellow |
| We entertain | Entertainment, culture, lifestyle | Magenta |
| We connect | Technology, marketplaces, digital platforms | Cyan |

### Claim Placement

**Sign-off** (bottom-left corner): Width matches flag logo · Aligned with top of flag · Font: Ringier Book proportional to logo · Black on white, white on colour

**Graphic element**: Position and size are free; can be large or integrated into visual design

**Never**: Bottom-right corner (reserved for flag logo) · Adjacent to logo · Abbreviated or modified · Translated without approval · Used by non-corporate entities without approval

---

## Key Messaging Principles

1. **Clarity over cleverness** — ensure the message is understood
2. **Benefits over features** — focus on audience value
3. **Evidence over claims** — support with data
4. **Consistency over variety** — maintain voice across contexts
5. **Respect over hype** — professional tone always

---

## Preferred Brand Phrases

- "We inform. We entertain. We connect."
- "Switzerland's largest internationally active media group"
- "Leading brands that generate enthusiasm"
- "Entrepreneurial spirit"
- "Independent information"

---

## Claim Quick Check

- ✅ Complete text: "We inform. We entertain. We connect."
- ✅ Separate from logo (not adjacent)
- ✅ Used by Ringier corporate or fully owned subsidiaries only
- ❌ Never modify, abbreviate, or attach to logo
- ❌ Never translate without approval

---

## Do's and Don'ts

### ✅ Do

- Use clear, concise language — favour simplicity over complexity
- Focus on benefits, not just features (what the audience gains)
- Support claims with evidence — data, examples, or testimonials
- Maintain consistent voice across all materials (professional, innovative, entrepreneurial, respectful)
- Use active voice — it creates energy and clarity
- Proofread carefully — typos and errors undermine credibility
- Follow claim usage rules — complete text, separate from logo

### ❌ Don't

- Use jargon unnecessarily (only where the audience expects and understands it)
- Make unsubstantiated claims — always back with evidence
- Place the claim adjacent to or near the logo — it creates the appearance of an old logo lockup
- Use passive voice excessively — it reduces impact and clarity
- Bury the lead — put the most important information first
- Modify, abbreviate, or translate the claim without approval
- Copy or closely echo competitors' messaging — maintain the unique Ringier voice

---

*For typography of messaging (font, size, color), see `typography.md`*
