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Content style guide

Guidelines to our verbal identity

The way we speak and write

Just like our visual identity, our verbal identity is an expression of our brand identity. The way we write and speak should be just as distinct and recognisable as the way we look. Our design manual tells us how to make use of our visual toolkit. Our voice and tone guidelines describe how we express our brand identity through language. We also have some pillars to stand on when crafting a message and rules on how to write numbers. Find out about this and more below. 

Who are these guidelines for?

How do we think about global and local and Schibsted vs. family brands?

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Our voice and tone

Our voice expresses Schibsted’s personality. It’s genuine and always stays the same. We use variations in tone to adapt to different moods, audiences and situations. Our tone changes to fit the topic, where the conversation is taking place, and the different phases of a flow. Content: •Our Voice  •Our Voice Principles  •Our Tone  •Tone Range

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Write like Schibsted

We always write from the perspective of the Schibsted personality – a confident, straight talker who inspires you and makes you feel like you can do anything.

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Guiding rules

When writing as Schibsted there are a few things you need to keep in mind. Learn about some pillars to stand on when crafting your message.

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The technical side of writing is what we call mechanics. Here, you’ll find all the information you need about everything from how to write numbers to the best practises of capitalisation.

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Here's a list of resources you might find useful.

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Our design guidelines

Check out our design guidelines, which go beyond the written and spoken word.

Design manual

Who we are

In Schibsted Future state - our overall strategy and identity platform – we define who we are and where we're going.

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