The Magic Behind Art Of Design

Mission Statement

Our identity is more than just a logo. It is a fully-articulated design scheme comprised of core elements that join together to create a unified, instantly recognizable brand. The following pages will guide you through these core elements, helping you ensure brand consistency, build cohesive design patterns, and promote design efficiency.

Brand Character

The brand as described like a person, exploring how core characteristics are unique to GoodHire. Our character captures the most important aspects of our brand to create a cohesive personality and inform our decisions so we can create differentiation from our competitors.

  • Respected
  • Ethical
  • Compliant
  • Reliable
  • Qualified
  • Authoritative
  • Isightful
  • Clever
  • Resourceful
  • Capable
  • Knowledgeable
  • Thoughtful
  • Friendly
  • Personable
  • Approachable
  • Encouraging
  • Relatable
  • Intuitive
  • Solution-oriented
  • Effective
  • Purposeful
  • Adaptive
  • Forward-thinking
  • Progressive

Brand Behavior

How the brand looks, feels, speaks and acts captured in a series of descriptive words and evocative images. The purpose is to guide work across all platforms. Our brand behavior encourages to ensure that GoodHire is committed to delivering the desired brand experience to all audiences, internal and external.

Brand Overview Image
  • Genuine
  • Confident
  • Reliable
  • Informed
  • Professional
Brand Overview Image
  • Transparent
  • Uncluttered
  • Coherent
  • Straightforward
  • Simple
Brand Overview Image
  • Responsive
  • Receptive
  • Focused
  • Adaptive
  • Vibrant
Brand Overview Image
  • Appropriate
  • Cohesive
  • Realistic
  • Thoughtful
  • Concise

Brand Personality

The persona map is a further declaration of the brand personality. By expanding on key character traits and showing where the essence of the brand personality lies between them, designers and writers can create within the borders of the brand personality. This helps design and messaging consistency which, in turn, leads to brand equity through relationship.

  • Logical
  • Serious
  • Confident
  • Directing
  • Passive
  • Empathetic
  • Playful
  • Humble
  • Assisting
  • Responsive

Brand Language

Tone & Voice

The GoodHire voice is clear, friendly, and direct. Information is delivered concisely, with minimal flourish. Evaluating FCRA-compliant background reports is already taxing; GoodHire won’t add to our audience’s cognitive burden.

GoodHire delivers its messages with straightforward language, an affable tone, and a perceptive awareness of the challenges our audience confronts each day. GoodHire’s tone is conversational. We use contractions and other professional but informal conventions. The effect mirrors the supportive feeling of learning from a trusted mentor or collaborating with a skilled colleague.

GoodHire Word Bank

Reliable. Informative. Insightful. Clear. Helpful. Relevant. Timely.


In general, we follow the Yahoo Style Guide and AP Style. Strict adherence to a particular style is less important than communicating in a clear, helpful way.


Be concise. Be mindful of long blocks of text, especially in blog posts.

Use the active voice.

Yes “GoodHire advocates for its members’ privacy rights.”

No “Member privacy rights are advocated for by GoodHire.”

Be conversational. Use contractions, conjunctions and other informal conventions.

Engage the reader with storytelling. Make information relatable on a professional and, where appropriate, personal level.

Be positive. Use a positive tone, including when asking questions.

Be straightforward. Avoid irony or obscure wordplay.

Be human. Refer to our own products by name or using the pronoun “we.”

GoodHire Style Guide

Capitalize site page names, service offerings, statutes, acronyms, and the word “Internet”.

Use em dashes (—) to encompass parenthetical statements, en dashes (–) for ranges or minus signs, and hyphens (-) for compound words, with spaces surrounding the marks.

Use serial commas: the comma that precedes the “and” or “or” that appears before the final item in a series of three or more.

Use a single space after periods.

Be direct: use the active voice! A checks B, not B is checked by A.

Spell out numbers if less than 10.

Percent signs written as %.