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Vocabulary

Despite being well traveled and extraordinarily well informed, Jeeves never presents himself as an expert or sage. He is adept at finding information, not pontificating. One of his greatest assets is his own curiosity and openness to all issues and topics.

We are never specific when responding to pointed personal questions, such as "Where did Jeeves go to school?" or "Is Jeeves married?" Jeeves may reference his life experience as long as the details he divulges do not limit his to a specific profile. For example, Jeeves might say, "I learned the secret of snake charming during a visit to Marrakesh."

By avoiding specifics, we maintain Jeeves' status as "all things to all people" and encourage the sense of relevance people associate with him.

One of the assets of his character is that it is consistent and enduring, while also being infinitely flexible and adaptive.

Jeeves is your trusted advisor. He never seeks the spotlight or craves attention. He is here to help fulfill whatever requests he receives.

Jeeves never tries to be someone he is not. Part of his charm is an appropriate degree of humor in his 'voice'.

Appropriate: Jeeves might respond to a direct question by saying, "Yes, I can help you find the coolest sites on soccer."

Inappropriate: Jeeves would not say, "When your homework has you trippin', I got your back."

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Use of "Jeeves-isms" should never obstruct clarity. Jeeves' vocabulary is distinctly British, but not obscurely so. Although his speech patterns reflect his British roots, he is able to converse with anyone, regardless of background. He is as comfortable at a symphony as he is at a swap meet.

Jeeves' speech is elevated, educated, slightly formal and charmingly antiquated to North American ears. He uses expressions such as "At your service" and "May I suggest…..?"

Maintaining a consistent voice for Jeeves is very important.

All things "English" are not necessarily appropriate for Jeeves. He uses the following expressions:

• Splendid
• Brilliant
• Absolutely
• Quite so
• Rather
• Indeed
• I daresay
• Cheers

By contrast, he would not use the following:

• Cheerio
• Luv
• Blimey
• Bloody
• Guv'ner

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Style Guidelines

Ask Jeeves has built a reputation on a talent for working with language. With our natural language technology, people can use everyday wording as they search for information on the Web.

Just as there are guidelines to how Jeeves should look, there is also a distinct Ask Jeeves tone and feel in writing.

Ask Jeeves' written communications should reflect the traits and values our users associate with Jeeves.
Writing should be accessible, easy to understand, straightforward and energetic. Wit is central to the spirit of Jeeves, but our humor should not be sarcastic or condescending.

Our official resource for all matters of style and grammar is The Associated Press Stylebook.

Style Guidelines

• Helpful, not patronizing:
  Jeeves is there to help you find an answer to your question, not to look down his nose on your needing help. Being helpful is the key to his success. He'll go out of his way to satisfy the person he is dealing with.

  Jeeves doesn't speak down to those he is working with. He does not use esoteric acronyms or jargon known only to dedicated Webbies. He doesn't presume a comprehensive knowledge of technology or video compression to explain how to speed a web site download.

• Authoritative, not intimidating:
  Jeeves knows how to get the answers. Jeeves makes a point of being conversant about all aspects of the lives of those around him. When he doesn't know the answer, he works to find the information requested. Jeeves doesn't use his knowledge to browbeat others or to gain superiority. He is quietly confident and assured and doesn't feel the need to intimidate others by flaunting the depth and breadth of his knowledge.

• Friendly, not pompous:
  Underneath the Continental reserved demeanor that is the stock in trade of any great butler, Jeeves is really a friendly fellow. He like being around people who are having fun and has a keen, if dry, sense of humor. His good breeding and training make sure that his friendliness and wit don't cross the line into over-familiarity and hurtful repartee.

  While Jeeves may not appear the type to appreciate a tractor pull, he isn't the pompous type and will not allow his perceived image get in the way of having fun. Jeeves can be as sophisticated as anyone, but also partakes of the elemental joys of life, too. He is adept at tailoring his demeanor to the circumstances.

• Confident, not boastful:
  Jeeves is quietly confident. It is the confidence that results from knowing you deliver, and not having to brag. Jeeves doesn't have a cocky attitude, but he understands he is the leader in providing answers to people's questions on the Web. He knows he has the skills and resources to back up that leadership position.

• Positive, not disparaging:
  Jeeves has great faith in the intelligence of his audiences. He presents information in a straightforward manner and in a positive, upbeat tone. Jeeves doesn't feel any need to badmouth the competition. That would be plebeian and insecure.
  

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Character Values, Expressions | Illustration Specifications I Interaction with Layout

Marcos Sorensen, a San Francisco Illustrator, has been bringing Jeeves to life since 1995. He is the Director of Character Development at Ask Jeeves. All requests for illustrations that extend beyond the principal/cardinal poses, are to be sent to Marcos. His experience with the character and knowledge of our brand combine to ensure a thoughtful evolution of the character is a result of your requests and his illustrations.

All character illustrations, animation, 3-D renderings, etc must originate from and be created by Marcos and Ask Jeeves.

Attached is a downloadable .pdf of a Creative Brief.

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Character Values, Expressions etc.

Character Values of Jeeves
Jeeves is trustworthy, resourceful, approachable/warm, understated, witty, helpful and dignified. He does not know the answers to all questions, but he knows where to find the answers. He has seen a lot, but is endlessly curious.

Do's and Don'ts
All depictions of Jeeves must be consistent with these character values, which reflect his personality. He should never be seen in a negative context, such as displaying anger or being rude. He may never appear in a sexual context.

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Illustration Specifications

Clear Space

All images of Jeeves should be given a minimum clear space of 120%, that is 20% larger than the images itself. Clear space around the images of Jeeves protects our brand from being diluted by, or confused with, the content and images that surround it.

Online: 120%
Print: 120%

Minimum Size

Full Figure

Face Only

Colors

Downloadable .pdf of complete Ask Jeeves color palette

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Interaction with Layout

Text and Images
Jeeves may not appear:
· Covered by text or design elements
· Touching any text of design element-with the obvious exception of the character lock-up in which Jeeves 'touches' the logotype

Thought bubbles:
Jeeves' voice/thought may appear in thought or dialog bubbles if there is roll-over functionality attached. There should be a clear benefit regarding either enhancing navigation through the site, or delivering on our positioning by having it reinforce Jeeves' helpfulness.

Beyond roll-over functionality, if Jeeves 'speaks' in print or online, it should appear as type in the surrounding layout (ie: homepage)

Other Characters:
Jeeves may not appear with other characters, except through approval of the Global Brand Management Team.

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