Sage

Brand Attributes

10 attributes

Thinking

Knowledge & Experiential

Parent

Analytical

Knowledge & Experiential

Parent

Expert

Knowledge & Experiential

Parent

Enlightening

Behavior

Parent

Explanatory

Communication

Parent

Mature

Behavior

Parent

Independent

Believes

Adult

Weighty

Communication

Parent

Convincing

Communication

Parent

Logical

Communication

Parent

Brand Values

10 values

knowledge-sharing

Functional

Parent

analytics

Symbolic

Parent

data

Functional

Parent

proсess

Functional

Parent

wisdom

Functional

Parent

science

Symbolic

Parent

detailing

Experiential

Parent

technology

Functional

Parent

learning

Symbolic

Parent

construction

Functional

Parent

Feelings

16 feeling pairs

Complexity

Insecurity

Simplicity

Confidence

Instability

Insecurity

Stability

Confidence

Secondary

Insecurity

Main

Confidence

Agitated

Insecurity

Balanced

Confidence

Mediocrity

Insecurity

Influence

Confidence

Lagging

Insecurity

First

Confidence

Shame

Insecurity

Pride

Confidence

Timid

Insecurity

Brave

Confidence

Alienation

Apprehension

Belonging

Trust

Anxiety

Apprehension

Safety

Trust

Uncertainty

Apprehension

Predictability

Trust

Pessimism

Apprehension

Optimism

Trust

Thoughtless

Apprehension

Thoughtful

Trust

Infantile

Apprehension

Mature

Trust

Unnatural

Apprehension

Natural

Trust

Irritated

Apprehension

Calm

Trust

Typography

6 fonts

Sharp sans-serif

Sharp • sans-serif

Bold with serifs

Bold • with serifs

Elegant with serifs

Elegant • with serifs

Neutral with serifs

Neutral • with serifs

Neutral sans-serif

Neutral • sans-serif

Neutral handwritten

Neutral • handwritten

Shapes

6 shapes

Squares

Endurance, Patience...

Horizontal lines

Passive movement, Predictability...

Vertical lines

Activity, Upward aspiration...

Diagonal lines

Struggle, Overcoming passivity...

Cells

Order, Goal...

Hexagons

Inner peace, Tranquility...

Tone of Voice

3 tones

Progressive

1-9. Absurd – Scientific

Smart

1-9. Absurd – Scientific

Scientific

1-9. Absurd – Scientific

Fashion Styles

5 styles

East Asian Ethnic

Military – Generals

Minimalism

Smart Casual

Casual Chic

Compositions

6 compositions

Tight arrangement

Energy, Excitement, Action

Free arrangement

Calmness, Tranquility, Harmony

Systematic arrangement

Formality, Control, Order, Stability, System

Chaotic arrangement

Impulsiveness, Passion, Emotions, Impulse

Vertically symmetrical

Reliability, Stability, Predictability

Vertically asymmetric

Dynamics, Changes, Aspirations, Path

Graphic Styles

13 styles