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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?

Everyone communicating as Schibsted should do so with these guidelines in mind – they do not apply to communication where Schibsted’s brands – like Blocket, Finn, Aftonbladet or DBA – are speaking.

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Our voice and tone

Our voice expresses Schibsted’s personality and always stays the same. Our tone varies to adapt to different moods, audiences and situations.

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Write like Schibsted

We always write from the perspective of the Schibsted personality: the Pioneer – 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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Our design guidelines and templates

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

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