3. Cool & crisp Natural, at homeBright impact Clean and happy Bold and global Friendly confidence

4. Whimsical Classic/vintage Super cool, Hip(ster?) Ornate but playful Artistic/underground Authoritative Clean, modern Powerful, crafty

5.  Soft  Creative  Sleek  Dependable  Welcoming  Lush  Luxury

6.  1960’s mod (era)  Steampunk (style)  007 (style + tone)  Exuberant energy (tone)

7.  Organic (natural, curvy) shapes and lines = relatable, gentle, friendly, fun  Geometric (mathematical, straight) shapes and lines = solid, sharp, smart, clean

9.  I’m Lovin’ It  Think Outside the Bun  Just Do It  Like a good neighbor, State Farm is there  The more you know, the more you Kohl’s