Traditional Innovative Personal (for insiders) Official (ceremonial) Aesthetic Simple and clear Watch and listen Participate / be in the spotlight Bold and strong Gentle and soft Encourage and reward Motivate and focus on results Internal / strictly confidential External, PR (everyone will know) Challenge and provocation Calm and stability Enjoy and relax Work and stay involved at every stage Specific people and events Abstract metaphor. Company values The past (outcomes / results) The future. The goal. Looking far ahead. Peace and serenity Drive / movement
