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To be credible, a brand needs to be consistent not just in how it looks – but how it sounds. The tempo, emotions and values evoked by a brand’s look and feel must be consistent with the way it speaks and what it says. This includes both internal and external-facing material.
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In order to build a strong brand it is important to be consistent with the way you communicate in all your business areas.
The aim of this manual is to establish a set of rules and recommendations that seek to ensure correct implementation of the main elements of the brands of the PT Group.
It is essential that everyone involved cooperates in complying with and applying these rules in order to ensure a coherent and uniform visual identity.
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Like the Paralympic Movement itself, the Paralympic brand has evolved dynamically over the years. Adopted in 2003, the Paralympic Symbol – the three Agitos, from Latin meaning “I move” – symbolises constant motion, always moving forward and never giving up. And its circular character embodies the bringing together of athletes from all corners of the world.
Ultimately, we strive for the Paralympic Symbol to be universally recognised throughout the world as representing sporting excellence and the Paralympic values of courage, determination, inspiration and equality. I believe the IPC Brand Book is a milestone that will drive us forward in a fresh and exciting direction.
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One of the most important ways of expressing our brand is through our identity. It sums up what we stand for by reflecting our values and giving a feel for the quality and service that can be expected from Etihad Airways, both on the
ground and in the air.
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