The avoided

Tones, formats and behaviours the brand does not use.

The part

What it is

Specific rather than general: not “we avoid hype” but the particular constructions, claims and formats that are ruled out.

Examples make it enforceable. A named format everyone recognises does more than a category.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Avoided
The specific tone, format or behaviour.
Text shared type
Example
A recognisable instance, which is what makes it enforceable.
Text shared type
Scope
Whether it applies everywhere or only in certain channels.
Choice shared type