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brand-identity.md

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Brand identity

Logo

Mission statement

Short: Create an accessible high-quality knowledge base for developers of all skill levels.

Long: Make software development more accessible, help open-source thrive, build a high-quality knowledge base for developers of all skill levels.

Our vision

Make software development accessible.

Personality

We are a mentor, ready to elevate your software development skills. You can trust us, share in our distilled knowledge and follow along our journey as we expand our knowledge.

Personality Type: Competence

Personality Traits

  • Credible & knowledgeable: We know what we’re talking about.
  • Modern visionary: We live in the present, looking to the future.
  • Plain, brief & clear: We remove the noise, jargon and doubt.
  • Down to earth: We’re rooted in reality.

Values

  • Expertise. Be knowledgeable in what you do.
  • Quality. Do things as best as possible or not at all.
  • Accessibility. Make it understandable for everyone.
  • Efficiency. Take the fewest steps possible.
  • Credibility. Make sure you’re factual, build trust.

Design Principles

  • Functionality over aesthetics, without being bland.
  • Time is limited, brevity and scannability are key.
  • Minimize cognitive load, no distractions, no fine print.

Tone of Voice Profile

  • Funny vs. serious: Serious - Credible, trustworthy, informative
  • Formal vs. casual: Casual - Friendly, personal, trustworthy
  • Respectful vs. irreverent: Respectful - Polite, cordial, authoritative
  • Enthusiastic vs. matter-of-fact: Matter-of-fact - Honest, simple, clear

Tone of Voice Dimensions

  • Informative: We aim to help people learn and provide them with the information necessary to do so.
    • Do: Provide context. Explain concepts.
    • Don’t: Be overly technical. Use jargon.
  • Trustworthy: We take our audience seriously and try to earn their trust.
    • Do: Be factual. Use authoritative sources.
    • Don’t: Be based on opinions. Have conflicting opinions.
  • Authoritative: We know what we are talking about and express it with confidence.
    • Do: Be respectful. Speak with confidence.
    • Don’t: Express uncertainty. Offend or polarize the audience.
  • Clear: We want to make sure there is no doubt or confusion.
    • Do: Speak in plain language. Use examples.
    • Don’t: Complicate things. Create doubt.