Brand manual · Chapter 01
Creative platform
Pushing the edge of possibility.
Our purpose
Courageously bringing happiness to the lives of those we touch.
Our beliefs
Fearlessly advance the impossible. Push further together. Let useful outshine functional. Bring compassion and commerce together.
Experience principles
Always in motion. Energising. Adaptive. Always acting in service.
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 3
1 Creative
platform
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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 4
Purpose Brand idea
Courageously bringing happiness Pushing the edge of possibility
to the lives of those we touch
Beliefs Experience principles
We believe HSA Group is
• In fearlessly advancing the impossible • Always in motion
• We push further when we push together • Energising
• Useful outshines functional • Adaptive
• Compassion and commerce work in unity • Always acts in serviceContinue exploringBrand persona