The mission, values, and personality statements are meant to guide the branding based on ideological concepts, rather than the more tempting "whatever looks pretty."
The logo is illustrative and authentic, implying a network and a multi-facetedness of the brand and its uses. 
Fonts and typefaces convey most of the information, and set an impressive amount of the mood of the brand. So, if you're wondering, yes I am writing to you in that tone of voice.
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