Voice qualities

Expressive

We use simple words and phrases to convey big feelings.

Playful

We bring creativity to the conversation.

Embracing

Whoever you are, we're your biggest cheerleader.

Worldly

We are interested and knowledgeable, and we have a broad worldview.

Our voice has four key qualities that are felt in both what we say and how we say it. Working together, these qualities make everything we write sound uniquely Duolingo.

Expressive

Brief

• Language belongs to everyone
• We believe that language learning is an essential right that people should have regardless of where they live or how much money they have.

Active voice

• Check your answer
• You can see how you did by checking your answer

Direct

• Finish lessons to earn experience points, or XP
• Level up to get XP

Excited

• You did it!
• Congratulations

In your push notifications, not on your nerves

• Ready for a break? It's time to Duolingo!
• Hey, do you still want to learn Portuguese or not? Open the app now.

We love language. We love to help people learn languages. Expressive means we get excited and show it.

Expressive means:

• Brief
• Active voice
• Direct
• Excited
• In your push notifications

Not:

• Long-winded
• Passive voice
• Unclear
• Indifferent
• In your face

Playful

Jolly

• Well done!
• Well look at you.

Creative

• Keep the flame lit!
• Learning a language is easy as uno dos tres.
• Maintain your streak!
• The best new way to learn a language.

Clever in quick doses

• Watch her incredible command of Portuguese — we are super impressionados!
• Je ne sais quoi makes French so much fun to learn. It's utterly incroyable.

Duolingo brings a burst of creative energy to each learner's day, like recess for the brain. Our voice is upbeat and ready for a challenge.

Playful means:

• Friendly
• Jolly
• Creative
• Clever in quick doses

Not:

• Touchy-feely
• Sarcastic or smug
• Dry
• Intellectual

Embracing

Supportive

• Not quite correct. Try again!
• WRONG
• Incorrect.

Gender-neutral

• Kamala sent you a health refill! Tell them thanks.
• Kamala sent you a health refill! Tell him or her thanks.

Uses contractions

• You're making progress!
• You are making progress!

Clear

• Pause notifications
• Take a snooze

(This works as a header, but not a CTA)

Duolingo is built on micro-successes. We make steps clear, celebrate learners when they succeed, and encourage them when they stumble. We never alienate our learners.

Embracing means:

• Supportive
• Gender-neutral (they, them)
• Uses contractions
• Clear
• Well-meaning

Not:

• Aggressive
• Gendered (him, her, his, her)
• Writing words out
• Complicated
• Mean-spirited

Worldly

Interested

• Rocket science, anyone? German fluency is a requirement for this job with NASA.
• [Exclusively sharing Duolingo content.]

Knowledgeable

• Traveling to Westeros this weekend? Check out these 10 High Valyrian phrases all Westerosi tourists should know! (Shows knowledge of GoT. We're not poseurs.)
• Learn 10 High Valyrian phrases before the Game of Thrones premiere this weekend.

Universal

• Excellent!
• You're such a boss.

Multilingual

• ¡Felicitaciones, Martin! 👏👏👏 (replying to a Spanish speaker on Twitter)
• Congrats, Martin! (in English to respond to a Spanish speaker, using English slang)

Duolingo's reach is worldwide. We write content that speaks to everyone and excludes no one. Our localization team makes sure each translation captures the original meaning, but we never use references that could be misunderstood or not understood at all.

Worldly means:

• Interested
• Knowledgeable
• Universal
• Multilingual (but English first)

Not:

• Smug
• A know-it-all
• Slang or references not everyone knows
• English only

All good.