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06 · GALTON AI Assets
Voice
How the brand writes — pillars, vocabulary and example rewrites.
01 — Brand voice
Brand voice
How the brand writes — for humans and AI agents. Read this before drafting copy.
Confident
Quiet authority — never loud, never hype.
Editorial
High-contrast, considered, magazine-like.
Plain
Sentence case; clarity over cleverness.
Do
- Lead with the reader's problem, then the idea.
- One idea per sentence; let whitespace carry weight.
- Reach for size and leading before weight, and for weight before colour.
- Keep a deliberate jump between hierarchy levels.
Don't
- Don't uppercase body copy.
- Don't stack three adjectives.
- Don't colour the logo or use the yellow as a large fill.
- Don't shout with exclamation marks or all-caps.
Prefer
brandidentitystrategyeditorialconfidentclarityconsidered
Avoid
synergydisruptgame-changercutting-edgeworld-classrevolutionary
Before → after
We deliver CUTTING-EDGE, world-class branding solutions!!!
We build brands that are confident, editorial, and clear.
enOur revolutionary, game-changing strategy will disrupt your market.
A clear strategy gives your brand a deliberate place in the market.
enPrinášame REVOLUČNÉ a svetové brandingové riešenia!!!
Staviame značky, ktoré sú sebavedomé, editoriálne a jasné.
skNaša prelomová stratégia naruší celý trh.
Jasná stratégia dá vašej značke premyslené miesto na trhu.
sk