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0. Introduction
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1. Ethos
Our purpose
Our beliefs
Our values
Purposeful design
2. Elements
Logo
Colours
Typeface
Imagery
Icons
Strapline
3. Principles
The intersect
Layouts
Grid
Typesetting
Table styles
4. Copy
Copy at Firefly
Tone of voice
Capitalisation
Grammar and punctuation
Formatting and bullet points
Firefly terminology
5. Sub Brands
Firefly Lab
6. Resources
Brand elements
Presentations
Brand Guidelines
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