Every word, colour, and character that makes Drona Global School recognisably, unmistakably itself. One source of truth for everyone who represents the brand.
The most visible expression of the brand. A combination mark integrating an icon — archer, sun, open book — with a wordmark in two weights.
Primary Lockup
The full logo with icon on the left and the wordmark stack on the right. This is the default version used in most applications.
▢
Upload Required
Place primary logo here
/assets/logo/DGS_Logo_Primary_Colour.svg
Logo Variants
The brand maintains five approved logo variants. Each variant has a specific use case. No other variants are permitted without explicit approval.
▢
Stacked Lockup
For square formats
DGS_Logo_Stacked.svg
▢
On Dark
Reversed for dark backgrounds
DGS_Logo_White.svg
▢
Icon Only
Favicons, watermarks, embroidery
DGS_Icon.svg
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Wordmark Only
Document headers, signatures
DGS_Wordmark.svg
Clear Space
A protective zone of clear space must surround the logo in every application. This zone is calculated as one X-height, where X equals the height of the letter D in DRONA. No graphic, text, or visual element may enter this clear space.
▢
Clear Space Diagram
Logo with X-height padding marked on all sides
DGS_Logo_ClearSpace.svg
Minimum Size
Application
Minimum Width
Digital screen
120 pixels
Mobile screen
80 pixels
Print
25 millimetres
Social media profile
48 × 48 pixels
Favicon
32 × 32 pixels
Embroidery
35 millimetres
Logo Misuse
The following uses degrade the brand and weaken its visual equity. They are explicitly forbidden.
✗ Don't
Stretch or distort the logo. Its proportions are fixed.
✗ Don't
Recolour the logo into any colour outside the approved palette.
✗ Don't
Add drop shadows, glows, or three-dimensional effects.
✗ Don't
Add an outline, stroke, or border around the logo.
✗ Don't
Rotate the logo. It always sits horizontal or in approved stacked vertical form.
✗ Don't
Place on a busy background without overlay panels.
✗ Don't
Separate logo elements (except approved icon-only variant).
✗ Don't
Recreate or imitate the logo. Always use approved files.
02 · Visual Identity
Colour System
The Drona colour system is built to be ownable, accessible, and emotionally aligned with the brand.
Primary Palette
DGS Navy
HEX#1D4F7C
RGB29, 79, 124
CMYK77, 36, 0, 51
PANTONE301 C
DGS Blue
HEX#2B8CC4
RGB43, 140, 196
CMYK78, 29, 0, 23
PANTONE299 C
DGS Gold
HEX#F5C200
RGB245, 194, 0
CMYK0, 21, 100, 4
PANTONE116 C
DGS Cyan
HEX#3FC0DE
RGB63, 192, 222
CMYK72, 14, 0, 13
PANTONE306 C
Roles
DGS Navy — Foundation colour. Authority, depth, trust. Used for primary text, dominant backgrounds, the primary logo wordmark.
DGS Blue — Secondary colour. Openness, sky, possibility. Used for secondary wordmark, supporting text, links, friendly accents.
DGS Gold — Accent colour. Aspiration, achievement, brilliance. Used sparingly for awards, CTAs, achievement highlights. Never as a large background.
DGS Cyan — Innovation colour. Knowledge, freshness, forward thinking. Used for digital backgrounds, infographics, modern accents.
Colour Ratios
Across all brand applications, the colours should be balanced approximately as follows.
60%
DGS Navy
25%
DGS Blue
10%
DGS Gold
5%
DGS Cyan
Neutral Palette
Supporting neutrals carry the brand colours and provide the canvas for layout, typography, and white space.
Pure White
HEX#FFFFFF
USEPrimary background
Off White
HEX#F7F9FC
USESection backgrounds
Light Grey
HEX#E8ECF0
USEBorders, dividers
Dark Text
HEX#1A1A2E
USEPrimary body text
Accessibility
All Drona communications should meet WCAG AA accessibility standards for colour contrast.
The Drona type system is built on a single primary typeface, applied consistently across all applications. Discipline in typography is one of the strongest signals of brand maturity.
Primary Typeface
Montserrat is the official typeface of Drona Global School. Free, widely available, and globally recognisable. Geometric, modern, and confident. Carries authority without feeling old.
Family
Montserrat
Weights
200 — 900
Source
Google Fonts
Montserrat
Type Scale
Display
Montserrat 800
72px / 1.05
Shaping Every Future
H1
Montserrat 700
48px / 1.2
Academic Excellence
H2
Montserrat 600
32px / 1.3
Cambridge YLE Programme
Body
Montserrat 400
16px / 1.7
At Drona Global School, we believe every child comes with a unique potential. Our job is to find it, nurture it, and build a pathway toward it from the very first day.
Caption
Montserrat 300
13px / 1.5
Source: Cambridge Young Learners English Assessment Results, 2024
All Caps Label
Montserrat 500
12px / 0.12em
Established in Madurai
Tamil Typeface
Noto Sans Tamil is the official Tamil typeface of Drona Global School. Pairs cleanly with Montserrat in weight, proportion, and tone.
Family
Noto Sans Tamil
Source
Google Fonts
துரோணா குளோபல் ஸ்கூல்
Type Rules
✓ Do
Use Montserrat for all English text in brand materials.
✗ Don't
Use Arial, Times New Roman, Calibri, or system fonts.
✓ Do
Use sentence case for headings as the default.
✗ Don't
Use ALL CAPS for long headings or body text.
✓ Do
Maintain 1.7 line height for body text.
✗ Don't
Underline text except for active hyperlinks.
04 · Visual Identity
Iconography
Icons across Drona communications follow a consistent style to maintain visual harmony.
Specification
Value
Style
Line icons with rounded caps
Stroke weight
2px @ 24×24
Corner radius
2 — 4px @ 24×24
Standard sizes
16, 24, 48, 96px
Primary colour
DGS Navy or DGS Blue
Recommended library
Lucide / Phosphor / Heroicons
Filled or solid icons are not used in the standard system. Multicolour icons are not used. Gold may be used as an accent on an icon to indicate achievement or selection.
▢
Icon Library
Approved icon set in DGS style
DGS_Icon_Library.svg
05 · Visual Identity
Graphic Motifs
Beyond the logo, Drona has a set of supporting graphic elements that give the brand visual richness and recognition.
The Archer
Standalone graphic element from the logo. Faces upper left. Always in DGS Navy or white on navy. Used as watermarks, corner accents, section headers.
The Open Book
Abstracted into a graphic shape. Used as background containing shape, decorative footer element, or watermark. Rendered in DGS Cyan or white at low opacity.
The Sun Rays
Abstracted into a radiating pattern. Used as corner element, section divider, or background pattern at low opacity. Always in DGS Gold.
The Bow Arc
Abstracted into a directional accent. Used as a curved line element pointing toward a target. Useful for goal-setting communications and progress indicators.
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Motif Library
Vector files for all approved motifs
DGS_Motifs.zip
06 · Brand Kit
Stationery
The stationery system is the foundation of the brand's physical presence. Every business card, letterhead, and email signature reinforces the brand to anyone who interacts with the school.
DRONA
Mr. Balasubramanian S
Founder · Correspondent
Business Card
90 × 55mm · Navy front, white back
DRONA GLOBAL SCHOOL
A UNIT OF SOMASUNDARAM TRUST
MADURAI · TAMIL NADU · INDIA
Letterhead
A4 · 210 × 297mm
Mr. Balasubramanian S
FOUNDER · DRONA GLOBAL SCHOOL
contact@dronaglobalschool.com
Email Signature
HTML · Max 500px wide
With compliments
Compliment Slip
DL · 210 × 99mm
07 · Brand Kit
Social Media Kit
Drona's social media presence is a critical brand-building channel. Every post must reinforce the brand visually and verbally.
Profile Setup Checklist
Platform
Profile
Cover
Special
Instagram
1080 × 1080
—
6 highlight covers
Facebook
1080 × 1080
820 × 312
Full About section
YouTube
1080 × 1080
2560 × 1440
Channel art safe zone
WhatsApp Business
640 × 640
—
Full description with link
Post Templates
Posts use the following template structure to maintain visual consistency across the feed.
DRONA · ACHIEVEMENT
11
State Rank Holders Mathematics Olympiad
Achievement Template
DRONA · INSIGHT
A child in our UKG class said the word algorithm yesterday.
Use a consistent set of three to five hashtags per post. Do not exceed seven hashtags.
08 · Brand Kit
Asset Library
All approved brand assets in one place. Replace placeholder filenames with your uploaded assets.
Logo Pack
All approved logo variants in every format
SVG · PNG · PDF · EPS · 5 variants
Brand Colours
Adobe Swatch Exchange and CSS variables
ASE · CSS · PDF reference sheet
Typography
Montserrat and Noto Sans Tamil
Google Fonts · Type scale PDF
Social Media Kit
Profile, cover, and highlight assets for all platforms
Instagram · Facebook · YouTube · WhatsApp
Stationery Pack
Print-ready business card, letterhead, slip, signature
PDF print files · HTML signature
Photography Library
Approved photographs of school, students, teachers
Categorised by use case
Brand Book PDF
Complete brand book in downloadable format
PDF · Updated each version
09 · Strategy Growth Wave
Our Story
Growth Wave
Brand strategy and founding story
Contact Dale Edge to upgrade
Drona Global School was not born in a boardroom. It was born from a 10 year question that refused to leave the founder alone.
Mr. Balasubramanian S, the founder of Drona Global School, came to education from an unusual path. His earlier career was in factory management, where he was responsible for scheduling 150 people across rotating shifts. He built systems. He understood that great outcomes came not from individual brilliance alone but from the intelligent design of the system around the individual.
A decade ago, he ran a pilot project at a matriculation school in Madurai. He began tracking students from Grade 11 onward, mapping their stated career ambitions to their academic, physical, and behavioural progress. One girl told him in Grade 11 that she wanted to work at HCL. He guided her academic path accordingly. She works at HCL today.
But the founder kept asking himself a harder question. Yes, he had helped her get the job. But had he prepared her to grow into a team leader? Into a vice president? He realised the system he had built was too late. By Grade 11, the trajectory of a student is already 80 percent decided. The real shaping happens far earlier.
That was the moment Drona Global School became inevitable.
The founder envisioned a school where the goal-tracking philosophy did not begin in Grade 11. It began in Pre-KG. Where every child's natural inclinations were observed, mapped, and nurtured from the age of two and a half. Where parents were partners in the journey. Where teachers were not just subject experts but career architects.
Within nine months of opening, the school had achieved a Guinness World Record. Eleven students had become state rank holders in the Mathematics Olympiad. Thirteen had won at the national level in the International Spell Bee. Twenty seven had received sports awards. The system was working. The philosophy was real.
11
Math Olympiad State Ranks
13
National Spell Bee
27
Sports Awards
1
Guinness Record
This is not a school. This is a system designed to find every child's specific destiny and build the path toward it from the very first day they walk through the gates.
10 · Strategy Growth Wave
The Dronacharya Principle
Growth Wave
The guiding philosophy behind the school
Contact Dale Edge to upgrade
The school is named after Dronacharya, the master teacher of the Mahabharata. This is not a decorative reference. It is the core operating principle of the school.
Dronacharya is remembered for one specific kind of greatness. He did not teach all his students the same thing. He observed each one, identified their unique potential, and built a path of training specific to that potential. Arjuna became the greatest archer in the world not because Drona taught everyone archery the same way. Arjuna became great because Drona saw what was inside Arjuna and shaped a path that only Arjuna could walk.
Every child is different. Every child carries within them a unique combination of strengths, instincts, interests, and possibilities.
At Drona Global School, this principle shapes every system. The career goal-tracking that begins in Pre-KG is the Dronacharya Principle in action. The 10 to 1 student-teacher ratio is the Dronacharya Principle in action. The personalised attention from coordinators, HODs, and the principal during every period is the Dronacharya Principle in action. The decision to bear the cost of every child's competition fees so financial limits never decide a child's potential is the Dronacharya Principle in action.
When a brand decision is being made, this is the test. Does it honour the uniqueness of each child? Does it serve the personalised path? Does it elevate the individual potential rather than reduce it to a generic outcome?
11 · Strategy Growth Wave
Vision & Mission
Growth Wave
Vision and mission statements
Contact Dale Edge to upgrade
Vision
To nurture a joyful and transformative learning environment that inspires excellence, innovation, and ethical leadership. We equip students with twenty first century skills to address global challenges, contribute to a sustainable world, and enjoy the learning journey.
This vision is not aspirational decoration. Each phrase is operational. The word joyful appears first because joy is non-negotiable. The school does not believe excellence requires fear. Innovation appears next because the school does not teach the past. It teaches the tools to shape the future. Ethical leadership appears third because skill without ethics is dangerous.
Mission
To provide holistic education that integrates academic excellence, character development, and social responsibility. Through innovative pedagogy, interdisciplinary learning, and a strong values-based foundation, we prepare students to lead with resilience, compassion, and a commitment to the Sustainable Development Goals.
The mission is the day-to-day expression of the vision. Where the vision describes the destination, the mission describes the method. Holistic education is the method. Innovative pedagogy is the method. Interdisciplinary learning is the method. Values-based foundation is the method.
12 · Strategy Growth Wave
Core Values
Growth Wave
Core values that guide every decision
Contact Dale Edge to upgrade
The core values of Drona Global School are not slogans on a wall. They are operational truths that guide every decision the management, principal, and faculty make.
Every Child Is Unique. No two children at Drona are the same, and no two children are taught as if they were. Differentiation is not a teaching technique here. It is the foundation.
Joy Before Pressure. Children who fear learning never love learning. Drona believes academic excellence and joyful learning are not opposites. They are partners.
Teachers Are the System. The school exists because the teachers exist. When the school invests in teachers, the school invests in students.
No Child Is Left Behind for Money. Management bears the cost of olympiads, Cambridge exams, and competitions for every student. A bright child should not miss an opportunity for the price of an entry ticket.
Parents Are Partners, Not Customers. Quarterly reviews, voice recordings on WhatsApp, transparent reporting. When parents, teachers, and students are aligned, the child rises.
Global Standards, Local Roots. Cambridge English, French from Grade 1, SDG curriculum. Tamil lab, silambam, scouts and guides. A globally competitive child who has lost their roots has lost their compass.
Systems Make Excellence Repeatable. Great outcomes are not accidents. They are the product of well-designed systems applied consistently.
Honesty in Communication. Drona aims to under-promise and over-deliver, every time.
13 · Strategy Growth Wave
Brand Promise
Growth Wave
The brand promise to every child
Contact Dale Edge to upgrade
To every child who joins Drona Global School and to every parent who trusts us with their child, we make this single promise.
We will see your child. Truly see them. We will discover what makes them unique, build the path that only they can walk, and walk it with them every day.
This is the promise. Everything else is the proof.
14 · Strategy Growth Wave
Brand Personality
Growth Wave
Brand personality and character
Contact Dale Edge to upgrade
If Drona Global School were a person, this is who they would be.
A visionary principal in their late forties or early fifties. Someone who has spent years deeply studying education, child development, systems thinking, and leadership. They speak with the calm of someone who knows what they know, but they kneel down to talk to a Pre-KG child at the child's eye level without thinking twice.
They are warm but not soft. They are ambitious but not elitist. They are proud of every child in the school, not just the toppers. This person reads research papers and bedtime stories with equal seriousness. They speak Tamil at home, English at conferences, and a little French at staff meetings just to keep everyone's brain active.
When they speak, they speak with intention. Every word has a reason. They are not flashy. They do not need to be. Their authority comes from the depth of their thinking and the integrity of their decisions, not from their volume.
The Personality Spectrum
We are
We are not
Warm
Soft
Ambitious
Elitist
Confident
Boastful
Progressive
Trendy
Disciplined
Rigid
Honest
Blunt
Joyful
Frivolous
Globally aware
Disconnected from roots
15 · Strategy Growth Wave
Positioning
Growth Wave
Market positioning in Madurai
Contact Dale Edge to upgrade
In Madurai, schools tend to occupy three positions. Drona occupies a fourth.
The Madurai School Landscape
Traditional academic schools compete primarily on board exam results and rote rigour.
Mid-range CBSE schools offer a broader curriculum but rely on standard methods and standard outcomes.
Legacy international schools trade on heritage and inherited reputation rather than reinvented method.
The Drona Position
Drona is the future-ready school for the unique child.
We are not the school for the parent who wants their child to score well in board exams. We are the school for the parent who wants their child to know what they want to do with their life, and to be prepared for that life with global skills, individual attention, and joyful learning, starting from age two and a half.
This positioning is defensible because no other school in Madurai operates this combination simultaneously: career goal tracking from Pre-KG, Cambridge YLE certification from Grade 1, French and STEAM from Grade 1, AI-powered classrooms, a 10 to 1 student-teacher ratio implemented systemically, twenty plus extracurriculars included with no extra fees, SDG-aligned curriculum, and a Guinness World Record in nine months of opening.
16 · Voice Growth Wave
Voice Pillars
Growth Wave
The four voice pillars
Contact Dale Edge to upgrade
The Drona voice is built on four pillars. Every piece of communication should pass through these four filters before it goes out.
PILLAR 01
Purposeful
Every word has a reason. The Drona voice does not pad. Sentences are direct, intentional, and built to serve the message — like a teacher who knows exactly what they want a student to understand.
PILLAR 02
Warm
The Drona voice cares deeply about the people it speaks to. This warmth is not performed. It comes through in word choice, in pacing, in the small human moments. Never cold. Never corporate.
PILLAR 03
Progressive
Drona is ahead of every other school in Madurai. The voice carries this confidence quietly. It speaks from a place of knowing the future. It does not preach. It moves forward.
PILLAR 04
Proof-Based
The Drona voice never brags. It always proves. Achievements are stated as facts, not victories. Numbers, stories, and named outcomes do the work that adjectives cannot.
17 · Voice Growth Wave
Tone & Audience
Growth Wave
Tone adjustments by audience
Contact Dale Edge to upgrade
Voice is constant. Tone shifts with audience. The four pillars never change. But how the voice expresses itself shifts depending on who is being addressed.
Audience
Tone
What to remember
Existing Parents
Reassuring, transparent
Partners, not customers. Lead with care, then proof.
Prospective Parents
Confident, inviting
Specific numbers. Named programmes. Real stories.
Students
Warm, encouraging
Trust them with real ideas. Never condescend.
Teachers (Internal)
Collaborative, appreciative
Honour the craft. Trust the professionalism.
Education Community
Precise, evidence-led
Quietly authoritative. Let the work speak.
Government & Officials
Formal, accurate
Professional without being sterile.
18 · Voice Growth Wave
Vocabulary
Growth Wave
Approved and avoided vocabulary
Contact Dale Edge to upgrade
Some words serve the Drona brand. Others undermine it.
Best in classWorld-class (without proof)Cutting edgeGame changerSynergyLeverageHurryLimited seatsDon't miss outTopper factoryMarks machineGuaranteed success
Phrases unique to Drona
"Every child has a target."
"From Pre-KG to Cambridge."
"We see your child."
"The Dronacharya Principle."
"Joy is non-negotiable."
"A school designed like a system."
19 · Voice Growth Wave
Voice Examples
Growth Wave
Voice in action across channels
Contact Dale Edge to upgrade
The Drona voice in action across different channels. Reference these when drafting new content.
Social Media · Achievement Announcement
Eleven of our students just became Mathematics Olympiad state rank holders.
We do not teach our children to chase ranks. We teach them to think clearly. The ranks tend to follow.
Drona Global School. Madurai.
Social Media · Pedagogy Showcase
A child in our UKG class said the word algorithm yesterday.
Most students hear that word for the first time in Grade 9. At Drona, our four year olds learn what it means through play, story, and pattern.
When we say STEAM from LKG, this is what we mean.
Email · Welcome to Prospective Parents
Thank you for considering Drona Global School for your child's education.
We know this decision is one of the most important you will make as a parent. So we want to be honest about who we are.
We are a school that believes every child has a unique potential, and our job is to find it. We track each child's journey from Pre-KG. We bring Cambridge-aligned learning into our classrooms from Grade 1. We pay for every child's olympiad and Cambridge exam fees because no child should miss an opportunity for the price of an entry ticket.
Billboard · Curiosity Hook
A WORLD RECORD. IN NINE MONTHS.
DRONA GLOBAL SCHOOL · MADURAI
Brochure · Headline
Some schools teach children to score. We teach children to know themselves.
Parent WhatsApp · Daily Update
Today your child completed their first French recitation. We are sharing the audio in this group. Please do not correct them. Just listen, and tell them you are proud. The correction is our work.
20 · Voice Growth Wave
Photography
Growth Wave
Photography direction and rules
Contact Dale Edge to upgrade
Photography is one of the most powerful expressions of the Drona brand. Every photograph the school publishes should pass through the rules in this section.
Direction
Drona photography is documentary in feel. It captures real moments rather than staged scenes. The viewer should feel like they are observing actual school life, not a marketing shoot.
Children should appear engaged, curious, joyful. Never bored, stressed, or staged. Capture the child mid-activity, mid-thought, mid-laugh — never in the artificial pose of a school annual photograph.
Teachers should appear warm, attentive, and present. The most powerful teacher photographs are the ones where the teacher is at the child's eye level, listening, helping, or laughing alongside.
Sample Library
Replace each placeholder with an approved photograph that demonstrates the direction principles.
⌘
Classroom · Interactive Panel
⌘
French Class · Grade 1
⌘
STEAM Lab · UKG
⌘
Silambam Performance
⌘
Cambridge YLE Moment
⌘
Teacher at Eye Level
⌘
Award Ceremony
⌘
Campus Wide Shot
Rules
✓ Do
Use natural light wherever possible. Drona is bright and open.
✗ Don't
Use stock photography in any Drona communication.
✓ Do
Show diversity. Different skin tones, both genders, all ages.
✗ Don't
Show only top achievers. The brand is for every child.
✓ Do
Capture wide shots that show the scale of the campus.
✗ Don't
Use heavy filters or moody dark grading.
✓ Do
Always obtain written parental consent before publishing.
✗ Don't
Use low resolution images. Min 1920px digital, 300dpi print.
21 · Brand Builder Brand Builder
How to Request an Asset
Brand Builder
Working process and asset requests
Contact Dale Edge to upgrade
Client submits requests to Dale Edge via WhatsApp or email.
1
Submit Your Request
Via WhatsApp or email. Include: asset type, dimensions if known, deadline, and any visual reference you have.
2
We Confirm and Begin
Dale Edge acknowledges within 4 working hours and begins the design. Standard turnaround is 3 working days.
3
Urgent Requests
Flag your request as urgent. Dale Edge responds and begins within 24 hours.
4
Review and Revise
Two rounds of revisions are included with every asset. Share feedback clearly and we will refine.
5
Final Delivery
Approved files delivered to your shared Google Drive folder in PNG, PDF, and source file formats.
22 · Brand Builder Brand Builder
What You Can Request
Brand Builder
Asset categories and items
Contact Dale Edge to upgrade
If it represents the brand, we will build it. Here is a starting point.
Print
Posters
Flyers
Hoardings
Banners
Flex boards
Institutional
ID Cards
Almanac Covers
Certificates
Report Card Layout
Admission Kit
Digital
Social Media Posts
Thumbnails
WhatsApp Creatives
Email Headers
Presentation Slides
Event
Stage Backdrops
Standees
Pull-up Banners
Photo Walls
Programme Covers
Stationery
Letterhead Reprints
Visiting Card Reprints
Envelope
Compliment Slip
Apparel & Signage
Uniform Design Brief
Campus Signage
Staff ID Lanyards
Vehicle Branding
Need something not listed here? If it is on-brand, we will build it. Just ask.
23 · Brand Builder Brand Builder
Brand Monitoring
Brand Builder
Brand monitoring and enforcement
Contact Dale Edge to upgrade
Dale Edge actively monitors the DGS brand across all channels and touchpoints.
What We Monitor
How Often
What We Do
Social media channels
Monthly
Flag off-brand posts, wrong colours, unapproved fonts
Print materials from vendors
Per delivery
Check against brand spec before approval
New external designs
On submission
Review and approve or correct before publish
Brand consistency across all assets
Quarterly deep audit
Full report delivered to management
Competitor brand movements
Monthly
Brief summary included in reporting
Reporting: Bi-weekly PDF report delivered to school management.
Violations: Dale Edge flags, corrects, and documents every brand violation found.
Your Brand is Covered
You focus on running the school. We focus on making sure everything that carries the Drona name looks, sounds, and feels exactly right — every time, everywhere.
Social Media Kit
Drona's social media presence is a critical brand-building channel. Every post must reinforce the brand visually and verbally.
Profile Setup Checklist
Post Templates
Posts use the following template structure to maintain visual consistency across the feed.
Mathematics Olympiad
Achievement Template
Showcase Template
Hashtag System
Use a consistent set of three to five hashtags per post. Do not exceed seven hashtags.