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At DICE, we strive to implement a consistent tone, styling, and brand image. This helps us make sure we are connecting with our community meaningfully. These guidelines show you how to apply our core brand values across all documentation.
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At DICE, we speak with the same excitement fans experience at live shows. Our fan-first tone is enthusiastic, positive, and trustworthy. We’re the friend who knows the best shows in town. We want fans to feel like we are on their side, never like they’re dealing with a heartless company.
DICE is a brand that knows the music scene well and has a passion for it. Reflect that tone in your writing. Excitement is part of our brand.
Keep sentences punchy, clever, and fun.
âś… DO: "See shows, clubs, and festivals nearby and get tickets fast."
❌ DON'T: "Discover the best shows, club nights, and festivals near you and get tickets in seconds."
We’re a trusted friend who treats fans with respect. When something goes wrong, we take responsibility and apologise. We provide clear guidance to help fans navigate any issues, ensuring they never feel frustrated.
Be open to apologising when something goes wrong and be helpful.
✅ DO: "Sorry, something’s up on our end. Check out our troubleshooting page.”
❌ DON'T: “The session timed out. Try again.”
We prioritise plain language. We communicate like real people, not corporations. Avoid filler words, complex phrasing, and anything that sounds robotic.
Be confident and clever while getting to the point quickly.
✅ DO: "Get tickets in less time than it took to read this”.
❌ DON'T: “Look for tickets you want to buy in only a few minutes”.
Our content should look clean and approachable. We maintain consistency across all our content to present a unified brand identity to fans. Following the same typography and styling is essential to this approach.
For all headlines, use our special Foggy font: DICE's custom font. This punchy font captures attention and reinforces our brand identity. Our headlines are bold, modern, and easily scannable.
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“Foggy features a slight softness from subtly rounded corners, clean straight lines, and fewer compromises than its variable forefather. The diacritics are designed to accommodate extremely tight leading, while the letter-spacing is kept similarly close—a reference to packed live shows—resulting in headlines with a dense, even texture”.
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