Page 5 - INSIDE ACCESS JANUARY-2021 3RD EDITION

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Living
Brand
Typography has to do with internalcorrespondence. Bank's approved fonts, this
howlettersandwordsare
written in order to make them legible and appealing when displayed. At Access Bank, our typography refers to the font styles and sizes we adopt when presenting our ideas and communicating information both internally and externally.
Effra is our primary typeface (used in our fliers and advert materials) while Arial 12 is our secondary typeface, used in our business documents and presentations (emails and memos). When you see any of our communication materials, the consistency in the typography assures you of its credibility as we have come to associate the Effra typeface feature with the brand, the same should apply for all
Sending emails using capital letters and bold red lettering, represents virtual shouting and rudeness which is at variance with the brand. The standard email format is Arial 12 black for composing and Arial 12 blue for replies. Our typography size and style, which is a major brand indicator, seeks to communicate that our voice is clear, distinct and concise. Confident yet approachable. Therefore, using fancy fonts, sending reminders with exclamation marks, highlighting portions of your mail in yellow or orange for emphasis is not only unprofessional but also brand eroding.
It is important that as an employee you are intentional about the proper use of the
e n s u r e s t h a t y o u r correspondence is aligned with the brand guidelines.
I am certain that no one will send a mail to a CEO using capital letters and red highlights. It is important that you regard every colleague ( junior or senior) like a CEO deserving of the highest level of professionalism. Reminders or queries should be done professionally with appropriate escalations where necessary.
Every representation of the brand is important, even typography.
Contributed by
Oluwaseyi Adekanye
the
PAGE 5 INSIDE ACCESS | JANUARY 2021 3RD EDITION