Brand manual · Chapter 03
Brand narrative
Our roots give us the courage to move forward.
Lead by example
To push further and serve everyone, no matter where they are, we must lead by example.
Humanity at our heart
Our humanity, courage and compassion are forged from our roots and the people who made us. Together, we bring happiness to the lives of all we touch.
Explore the original manual 2 pages · May 2022
Original chapter pages, including all diagrams and examples. PDF page numbers are used below; printed page numbers differ after the first chapter. Historic application examples retain their original wording.
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 8
3 Brand
narrative
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H SA G RO U P B R A N D A N D ST Y L E G U I D E 9
To push further, to serve everyone no matter where they are, Our creative
narrative we must lead by example.
As a global leader, we have the authority to step forward and
influence change when we see a problem to solve. As a local
jewel, we are the pride of our people and embody their spirit
as we grow.
This humanity, courage and compassion is forged from our roots,
by the people who made us and continue to guide us, grown from
the ground-up. Together, we bring happiness to
the lives of all we touch.
Now it,s our time to change the world as we know it.
And we live fearlessly to overcome the impossible.Continue exploringOur brandmark