Verbal system · The tone of voice · Element
The surfaces
Which written surfaces the voice covers.
The part
What it is
Error messages, form labels, invoices, out-of-office replies and support responses are read far more than campaigns and are governed by nobody.
Coverage should be listed explicitly, because the unlisted surfaces are the ones that drift.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the tone of voice
The pairs
Real sentences with their rewrites.
LearnThe rules
The specific constraints on how the brand writes.
Learn