Section 15
§15 — Brand Voice & Visual Standards
Status: DRAFT
Principle: Calm, confident, specific. Assembly Atlanta is built — we describe what is, not what we hope.
15.1 Voice
Three words that govern voice: Calm. Specific. Generous.
- Calm. We do not over-promise. We do not hype. We do not chase the news cycle. The campus is real, the work is real, and the voice should match.
- Specific. We name square footage, partners, milestones, dates. Specifics build trust. Adjectives erode it.
- Generous. We credit Doraville, DeKalb, the CDCID, Georgia, the production tenants, the partners, the workforce. The campus exists in a context — we honor it.
Voice anti-patterns (do not do):
- "World-class" / "premier" / "luxury" without a referent
- Comparison to other developments by name in our own marketing (let critics make the comp; we don't volunteer it)
- Speaking on behalf of NBCU, Gray, or any partner without explicit coordination
- Future-tensed claims about Phase II that aren't already in public Gray disclosures
15.2 Tonal differentiation by audience
| Audience | Tone | Example register |
|---|---|---|
| Industry / production | Operationally precise; spec-led | Stage heights, water stage, LED tower, MARTA access |
| Community / Doraville | Neighbor-first; honors GM/Doraville history | "On the ground where the plant stood, we built…" |
| Talent / partners | Inviting; vision-oriented; program-led | Calendar, partner ecosystem, education pipelines |
| Investors / governance | Plain, measured, no superlatives | Public disclosures language only |
| Press | Specific, brief, on-the-record only by named seat | All quotes through one channel |
Same brand. Same values. Different register.
15.3 Visual standards
Logo & wordmark
- "Assembly Atlanta" wordmark —
[INSERT BRAND ASSET REF] - Primary logo lockup —
[INSERT BRAND ASSET REF] - Sub-marks for venues (The Pringle, Jewel Box, Chihuly, Stage 5, IMAX activation) follow the master system; never freelance per-venue identities.
Color
- Primary palette: anchored in the existing Assembly Atlanta brand
[INSERT EXACT HEX VALUES — CONFIRM with brand guide] - Secondary / accent: limited; reserved for venue programs and seasonal activations.
Typography
- Display + body type per the existing Assembly Atlanta brand guide
[INSERT TYPE STACK — CONFIRM]
Photography
- People-first; production work; community moments; Doraville-rooted.
- No stock. No AI imagery in external comms.
- All on-campus production photography requires NBCU coordination.
Diagrams & data visuals
- The diagrams in Appendix A (the §5 dependency model, the §3 entity structure, the revenue mix) are part of the brand. They are reused, refined, never re-skinned arbitrarily.
15.4 Document standards (the bar this master doc sets)
This document is itself a brand artifact. Every internal and external document we produce should clear the same bar:
1. Living document marker in the header on every page.
2. Confidentiality footer on every page (see §legal wrapper).
3. Status legend used consistently: LOCKED DRAFT PROPOSED TBD FLAG CONFIRM.
4. Citations live inline with named sources, not in a back-of-document references dump.
5. No accusations. Structure and process are the safeguards.
15.5 What we do not do
- We do not run paid social campaigns about Phase II until each component has a real opening date.
- We do not allow venue partners to use Assembly Atlanta marks without written approval.
- We do not let our brand and Gray's brand bleed into each other.
- We do not let our brand and NBCU's brand bleed into each other.
15.6 Open items
- CONFIRM Brand guide custodian seat (recommendation: Marketing Lead under §8 Phase B, with current interim custody by author seat).
- CONFIRM Press protocol — single named seat as on-the-record voice for the campus.
- TBD Brand-asset register location and version control (drive folder + lock).
The job of brand here is to describe what is real, with discipline. Specifics over superlatives, every time.