The document provides editorial guidelines for writing for the Digital Life Collective brand. It outlines that writing should seek understanding rather than impress, include rather than exclude, and simplify complex topics. It recommends including a call to action at the beginning and end of pieces. The guidelines also specify using first-person plural pronouns, referring to the Collective, aiming writing at domain experts and the general public with a Flesch-Kincaid readability score of 50-60. It provides examples of words that should be avoided for general audiences.

1. BRAND IDENTITY GUIDE

2. Editorial Guidelines
Purpose
We write to seek understanding, not to impress. We
write to include, not to exclude. We write about
complex things as simply as we can. When brevity
isn't feasible given the topic at hand, we include a
short abstract to serve the reader short on time.
Call to action
We include a specific call to action at the beginning
and in the conclusion.

3. Editorial Guidelines
First Person
We default to writing in the first person plural – we / us
/ our. The first person singular is used when expressing
a personal opinion not knowingly held by the Collective
– I / me / my.
Referring to the Collective
The first mention is "the Digital Life Collective", and
subsequent mentions are "the Collective". We do not
use the acronym DLC – it's impersonal, dull, cold, and
forgettable.
"The Collective is / has" not "The Collective are / have".

4. Editorial Guidelines
Audience
Our writing will be aimed at two distinct audiences:
1) DOMAIN EXPERTS
We write openly, inclusively, always erring away from
unnecessary jargon – we're not in the business of writing
academic papers. Nevertheless, jargon is specialist words and
expressions created for the purposes of efficient communication
with fellow specialists, and may then be appropriate on occasion
when the audience is unlikely to include the general public.
As the domain of the Collective is, by nature, cross-disciplinary,
we must remember that one expert in one domain may not be
familiar with the jargon of another domain, and we therefore
always provide a glossary and references.

5. Editorial Guidelines
2) THE GENERAL PUBLIC
We aim for a Flesch–Kincaid readability score in the 50s, and in
the 60s where possible.
● 50s – typical of a Wikipedia entry about a sports or
entertainment celebrity
● 60s – plain English easily understood by 13 to 15 year-old
students
Some example words then that aren't suitable: agency, autonomy,
autopoiesis, correlation, crypto, interdependence, post-capitalist,
synergistic.

6. #F7F7F7
WHITE SMOKE
#404040
BLACK OLIVE
#FEC019
DEEP LEMON
Primary Colors
Primary Palette
Background 1 Foreground Highlight
#00B0A0
PERSIAN GREEN
Background 2

7. Alternative Shades
OPEN THIS
PALETTE IN
COOLORS.CO
#404040
BLACK OLIVE
#FEC019
DEEP LEMON
#00B0A0
PERSIAN GREEN

8. #99C24D
ANDROID GREEN
#FFC857
MUSTARD
#FE621D
GIANTS ORANGE
#54C6EB
BLUE JEANS
#C27BA0
OPERA MAUVE
#64D9BF
AQUAMARINE
#D01D38
CARDINAL
#8D82C4
UBE
Mixbox Colors

9. Primary Logo
Primary logo on different backgrounds
Light Medium Dark

10. Story of the Secondary Logo
ORIGINAL DARPANET DARPANET 2 FINAL

11. Secondary Logo
Secondary logo on different backgrounds
Light Medium Dark

12. Primary Font
The primary font is Ropa Sans

13. Secondary Font
The secondary font is Georgia
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