TONE OF VOICE

TONE OF VOICE TONE OF VOICE

TONE OF VOICE

TONE OF VOICE TONE OF VOICE

Speaking Tone

Always start off the pages with a friendly greeting, such as this guide book.

After which, ensure that you sound firm, and not too demanding. Do not expect people to always follow your guidelines. At the same time, sound very professional, not forceful.

When interacting with customers, be polite and reasonate with them regardless of the issue.

When speaking about Kumon, NEVER address the company as a pronoun. Throughout this guide, we referred to Kumon as simply Kumon.

Allowed Languages

Regardless of whatever medium is used (website, flyers, books etc), always make sure to uuse the first language of the country.

For instance, in Malaysia, Kumon languages will be mostly Melayu, with secondary translation for English and Mandarin Chinese.

However, do note that the language used for the logo and wordmark will ALWAYS be in English, regardless of where it is. Allowed languages for every medium, and translations are:

English

Mandarin Chinese （华文）

Español

Malay (Bahasa Melayu)

Hindi (हिंदी)

Portugese (língua portuguêsa)

What Are Not Allowed

Never call customers with words like “Hey”, “Bro” etc, instead always address them as Mr or Ma’am.

Do not use short form both vocally or visually, instead use the full word(s).

Refrain from using a demeaning or threatening tone.

Do not call use informal tones when speaking or writing.

Never dissassociate things that are related to Kumon without the

Tone of Voice

brand identity.

Speak with a firm and yet professional tone, and never too persuasive or fragile.

Do not lie, espacially about Kumon’s programmes, rules, partnership, sessions and teachers.

Do not allow customers to leave without gaining knowledge about Kumon’s identity.

Lastly, do not overestimate what Kumon is capable of, regardless of which area.

Headspace for Headers

Copy

For body copies such as this, always make sure there is sufficient space between the body copy as well as the heading. If dividers are available, ensure the clever use of them, and leave space between all three.

As Kumon is a serious, company, please refrain from using comedic phrases or comments. If needed, make sure those phrases are in the introductory phase, to get readers comfortable.

Body spacing with header of 1mm

black #000000

Black color is used for all copy, unless against a blue background

Copies must always follow the guideline set by the Kumon Style Guide text box

Taboos

Unless with valid reason, never exceed the guideline set by the Kumon Style Guide textbox, even for images.

Never stray too far away from the sky blue #7fcdf2, espacially for the logo. The blue must be used for the easy identification for Kumon, and all its related products.

Another taboo is to use dark colors other than black when it comes to presentation, espacially to children.

Do not use images that are not licensed or with permission, if not, illustrate them digitally, or take another photo by the designer themselves.

Never exceed the standard kerning, and guide for basic busic columns.

Do not use tough English idioms or phrases, which have to be checked back on with the editor in chief.

Try not to have different end lines for each body copy. Have a consistent and fluent flow.

Bodies must remain the same for font, type, size throughtout the entire book.