Tone of Voice
Our voice is trustworthy, inspiring, and inclusive.
We communicate with clarity and purpose, ensuring our message resonates with our audience.
Brand Personality
Trustworthy
We build confidence through reliability and transparency in all communications.
Inspiring
We motivate our audience to explore possibilities and embrace innovation.
Transparent
We communicate openly and honestly, sharing both successes and challenges.
Reliable
Our audience can count on us for consistent, accurate information.
Engaging
We create meaningful connections through relevant, interesting content.
Visionary
We look ahead to future possibilities and communicate with foresight.
Curious
We approach topics with an inquisitive mindset and encourage exploration.
Inclusive
We ensure our language welcomes everyone, regardless of background.
Collaborative
We foster partnership through language that invites participation.
Tone Dimensions
Our voice adapts along these key dimensions
Formal – Casual
Ratio: 80 / 20
Professional, but clear and approachable
Funny – Serious
Ratio: 90 / 10
Straightforward and trustworthy, but human
Irreverent – Respectful
Ratio: 0 / 100
Always respectful and inclusive
Matter-of-fact – Enthusiastic
Ratio: 80 / 20
Neutral baseline, but celebrate moments where needed
Component Guidelines
How our voice adapts to specific UI components
CTA Buttons
Use verbs, active tone
Do
Join event
Don't
Event registration
Info cards
Clear, concise, slightly enthusiastic
Do
Explore insights from Sweden's life science ecosystem.
Don't
This card contains information about Sweden's life science ecosystem that you might find interesting.
Notifications
Respectful and informative, not robotic
Do
Your profile update was successful.
Don't
Profile update completed by system.
Error messages
Calm, clear, helpful
Do
Something went wrong. Please try again.
Don't
Error 404: Operation failed.
Empty states
Friendly but direct
Do
No results yet. Try adjusting your filters.
Don't
No data available.
Language Style Rules
Practical guidelines for consistent communication
Rule 1
Prefer short, active sentences
Do
Join discussions
Don't
Discussions can be joined
Rule 2
Avoid jargon
Do
Share with your team
Don't
Distribute to all stakeholders
Rule 3
Use inclusive language
Do
When users log in, they can access their dashboard
Don't
When a user logs in, he or she can access his or her dashboard
Rule 4
Encourage collaboration
Do
Let's explore the data together
Don't
The company provides data exploration capabilities
Rule 5
Personal and human
Do
Your dashboard shows your recent activity
Don't
The dashboard displays user activity
Tone by Context
Dynamic adaptation rules for different situations
Community Events
+ Enthusiastic, motivational
Join our events and be part of something bigger.
Data & Insights
+ Precise, curious, encouraging
Discover our interactive Life Science dashboard.
Error/Empty States
+ Respectful, reassuring
We couldn't find any results. Try refining your search.
Onboarding
+ Welcoming, guiding
Welcome! Let's set up your profile to get the most out of our platform.
Tone Tokens for Implementation
tone-primary
Active, formal, serious
Usage: Default tone for most content
tone-community
Enthusiastic overlay
Usage: Events, community features, celebrations
tone-error
Calm, supportive, respectful
Usage: Error messages, troubleshooting
tone-metadata
Neutral, instructive
Usage: Labels, form fields, technical information