Brand Elements TEXT STYLE & FORMATTING Brand voice and tone: ∙ Luxurious but not stuffy or pretentious ∙ Aspirational and inspiring ∙ Elegant and timeless ∙ Hospitable and approachable ∙ Straightforward with moments of wittiness and relatability MLA style manual and other text guidelines: ∙ We mostly adhere to MLA style and should refer to the MLA Handbook for any formatting questions ∙ Commas in a series example: Champagne, chardonnay and cabernet sauvignon ∙ Wine grapes are not capitalized unless used with the brand Jordan or otherwise (Jordan Cabernet Sauvignon vs. cabernet sauvignon) ∙ Use active voice when possible ∙ Third person should be used for magazine articles, press releases and advertising ∙ First person should be used for consumer email blasts, blogs, website and social media J O R D AN V I N E YA RD & W I N E R Y | B R A ND S TA N D A R D S 13