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Logos & Assets
© Castos 2022 – v0.4
Writing goals and principles
At Castos, the words we write are used to...
Guide → Direct customers toward their goals. Minimize cognitive load while maximizing readability.
Empower → Inform and inspire our customers. Encourage them to make the most of our products.
Speak truth → Focus on the goals of our customers instead of the product.
Add value → Our customers should get more out of our products than they’re putting in.
We strive to write content that is...
Clear → Use simple words and phrases. Tell them exactly what to do, or what happens next.
Useful → Who is reading this and what do they need to know? Does it meet that need?
Friendly → Read your text aloud. If you were talking to a friend or colleague, would it
sound the same? Grammar rules don’t apply if it makes your writing more relatable.
Authentic → Be the expert, then write like one.
Simple → Get rid of every excess word. Short sentences and punchy fragments are welcome.