Branding & Copywriting Guide

Company Details
Client Name: Sam
Contact: sam@numisbullion.com
Company Name: Numis Bullion
Company Slogan: Art of Collecting
Company Overview (simple summary, mission statement, and vision):

Numis Bullion’s name has roots in two rather uncommon words. Numis is

derived from the word “numismatics”, which refers to the academic study or

collection of currency. Bullion is defined as gold, silver, or other precious

metals (platinum, palladium, etc). Numis Bullion describes us as avid lovers of

collectible bullion perfectly. We wish to create a community for like-minded

enthusiasts by spreading our passion through our delicate range of collectible

bullion and knowledge.

Primary Logo Secondary Logo

 Brand Colours

Name: Name: Black Name: White

Golden HEX: 000000 HEX: FFFFFF
Yellow R: 0 G: 0 B: 0 R: 255 G: 255
HEX: ECCB44 B: 255
R: 236 G: 203
B: 68
 Fonts

Arial Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz Abcdefghijklmnopqrstuvwxyz
12345678910 !@#$%^&*() 12345678910 !@#$%^&*()

Grammar

Casing
Sentence case is used when:

Title case is used when:

Lowercase is used when:

Uppercase is used when:

Active vs. Passive Voice

Active voice is used when:

- Trying to emphasize on actor rather than action
- Utilise authority of actor to validate the statement
Passive voice is used in…
- Trying to emphasize the action rather than the actor
- Keep the focus on the subject of discussion
- The actor is unknown or is to remain anonymous or is unimportant
- To create an authoritative tone e.g. Visitors are not allowed to visit after 9 p.m.

Example
Active: The dog bit the man.
Passive: The man was bitten by the dog.
Voice & Tone
Voice is the personality of the brand which is singular and remains constant.
Tone is the mood of the brand projects depending on the context/situation.

Voice: Brand is SINGLISH & A LITTLE BRUTE but is not ILL-MANNERED OR RUDE. Numis
Bullion is a male expert in coin collection who talks like a comfortable Singaporean
friend or lobang.

Tone:

Platform Reader’s feelings To consumer X To consumer Y

Email - Complaint: Tone: E.g. professional and E.g. frank but

angry/frustrated helpful
caring
- Confirmation/welc Tips: Be firm, to the point,
ome: and objective. No time to
Happy/excited fool around here.
(buyer’s remorse?) Example: “Digital Alpha
Agency is cordially inviting
you to be part of our
featured clientele. ”

Blog Curious about E.g. concise and E.g. funny yet

product grounded grounded

Instagram

Facebook

LinkedIn

Twitter

Website
Formatting

Alignment

Center alignment is used when:

Left alignment is used when:

Right alignment is used when:

Others

Dates format:

Percentages format:

Numbers format:

Currency format:

Time format:

Phone number format:

Punctuation

Guidelines for using the following:

Commas:
Colons:
Dashes/hyphens:
Ellipses:
Ampersand:
Semicolons:
.
.
.