Writing

Brand narrative

Every word we write is part of the Duolingo story. This section will help you capture the essence of the Duolingo brand in your communications. You'll find a guide to our voice, key messages to get across, and sample copy to use. Riff away.

Principlesanchor

Why

We're here to make language learning easily available to everyone. This once involved tutors, textbooks, and tons of cash. Then Duolingo kicked open the door. Now all you need is a screen, an internet connection, and a few minutes a day to make anything possible. Language belongs to everyone. With Duolingo, so does language learning.

What

The taxi driver in Brazil who got a dream job abroad? The Brooklyn girl learning Mandarin so she can speak to her grandma? The businessman who just wants to say ‘croissant' properly in Paris? Duolingo makes all this happen every day. We're everyone's favorite way to learn a language, and learning a language makes anything possible.

How

We think learning a language should be nothing to fear and should feel all about fun. We've combined technology with the power of play to make language learning a joy, not a chore. And because Duolingo is free, it really IS open to everyone.

Our mission is to develop the best language learning education in the world and make it universally available.

Everyone can Duolingo.


The Duolingo differenceanchor

We're the world's most popular, most enjoyable way to learn a language. No one else comes close.

We make our courses easily available to people who need them most. If you have a screen and an internet connection, you can learn a language. For free.

We make education motivating and inspiring, with bite-sized lessons based on learning science. Duolingo is effective, but it's never a chore.

We're the most inclusive way to learn a language. Duolingo is loved by people of all ages and backgrounds and used across the globe, with 35+ languages to learn and more on the way.

We root for our learners. They set learning goals at the beginning of their Duolingo journey, and we help them stay on top of their progress every day. Coffee break? The perfect time for a lesson.

Our team of linguists, engineers, designers, and community experts is hard at work developing new and better courses. And we're always expanding our universe of language-learning tools. Like language, we never stand still.

Why language learners are choosing Duolingo.


Brand personalityanchor

Inspiring

Anything is possible when you Duolingo. From a child growing up in poverty to a taxi driver looking for a career boost to a retired person and their bucket list, everyone can Duolingo. And every new word makes your world bigger.

Inclusive

Everyone is welcome to learn on Duolingo, because language belongs to everyone. We've made our product as accessible as possible for all types of learners, and we create content that is inviting and welcoming to all. Language learning opens doors, and that's why our doors are open to everyone. For free, forever.

Can-do

We're all about rooting for our learners and helping them make progress. We bring the energy so our learners can bring their A+ game. Learning a language? It's not a pipe dream. It's in the palm of your hand.

Curious

Knowing even a little bit of another language makes your life better. More interesting, more worldly, and more rich with possibility. Duolingo is a pastime that's about doing more than passing the time. What will you learn today?

Quirky

We put the fun in language fundamentals. Learning doesn't have to be intimidating or boring. And with the animated cast of characters you'll meet and the lovably eccentric sentences you'll learn, boring is something Duolingo will never be.

How we want the world to see us.

Brand personality

If Duolingo were a...

Celebrity

Trevor Noah speaks eight languages, and as the host of The Daily Show, we count on him to speak the truth. Funny, accessible, and smart, he breaks down the news into language we all understand.

Vehicle

Who needs doors? The Vespa gets you there faster and free of baggage. It fits your life, wherever you find yourself. Vespa means "wasp" in Italian, but around the globe it stands for sense and style.

Song

Don't Stop Me Now is the song that makes everybody feel good. 40 years after Queen first sang "I'm a rocketship on my way to Mars," it still has us dancing and inspired to do more. It's unstoppable.

Duolingo has a few kindred spirits. Think of these cultural touchstones to get into a Duolingo state of mind.


Sample messaginganchor

Tagline

Everyone can Duolingo.

Short short CTAs

Download the world's #1 language learning app.

Go. Learn a language.

Everyone can Duolingo. Download the free app today.

1-sentence description

Duolingo is the world's #1 way to learn a language.

1-sentence CTA

Expand your world in 35+ languages with Duolingo, the language learning app for everyone.

Longer descriptions

Duolingo is the world's #1 way to learn a language. With fun, bite-sized lessons you take at your pace, Duolingo fits a new language into your life. And just might change it.

You can learn a new language. All you need is a screen, a few minutes a day, and Duolingo, the free language learning app that's loved by people around the world.

Even longer description

Learning a language used to require tutors, textbooks, and tons of cash. Now all you need is a screen, a few minutes a day, and Duolingo, the free language learning app that's loved by people around the world. With 35+ languages and fun, bite-sized lessons you take at your own pace, Duolingo fits a new language into your life. And just might change it.

Press

Duolingo is the world's #1 way to learn a language, with more than 300 million learners worldwide. Dedicated to making language learning free and accessible to all, Duolingo uses scientifically proven, bite-sized lessons to provide instruction in 35+ languages. In addition to its core platform, the company developed the Duolingo English Test (DET), an affordable and convenient language certification option that is accepted by over 500 universities. The company has raised more than $138 million in venture capital from investors including Google Capital, Kleiner Perkins Caufield Byers, Union Square Ventures, New Enterprise Associates, Drive Capital, Ashton Kutcher, and Tim Ferriss. Duolingo is proudly based in Pittsburgh, PA.

Our writing is short and clear. We use words that everyone understands. It's how we stay transparent with our learners.


Messages by audienceanchor

Consumers: developed world

Easily the most effective way to learn a language.

From the Brooklyn girl learning Mandarin to speak to her grandma in her native tongue, to the businessman who just wants to say ‘croissant' properly in Paris, Duolingo makes it possible. With 300 million users choosing from over 35 languages, we are the world's favorite way to learn a language. From Korean to Klingon, we make language learning fast, fun, and effective — something to enjoy, not endure. Anyone can unlock new skills and start new adventures. Because everyone can Duolingo.

Consumers: developing world

Duolingo: your ticket to anywhere.

Learning a language used to involve tutors, textbooks, and tons of cash. Not anymore. Duolingo has kicked open the door for everyone. Learn any language you like and unlock new skills, new careers, and new adventures. It's fast, fun, and easily available for everyone, everywhere — all you need is a screen. Everyone can Duolingo. Including you. Download the free app today.

Institutions, universities, schools, businesses, government

The next level in language learning.

We began as an academic project to explore alternative ways to translate and learn languages. Now we have over 300 million users learning over 35 languages. It's a revolution in language learning and we're just getting started. Our English Test has become a vital tool for businesses and universities, and we're working on more product innovations every day. Language learning used to be a closed world. Now? Everyone can Duolingo.

Prospective employees

Change the world. One word at a time.

Why join Duolingo? We could talk about the camaraderie, the culture, or the killer lunches. We could talk about the competitive salaries and how far they stretch in a place like Pittsburgh. But the real reason is that our mission — to provide fast, fun, and effective language learning to the world – is changing lives in a radical way. When everyone from a lawyer in Seattle to a child in Ho Chi Minh City can learn a new language, it resets what's possible. Come to Duolingo and change the world, one word at a time.

Community / volunteer content creators

Because of you, everyone can Duolingo.

It started with a small band of like-minded people who were passionate about language and wanted to make learning available to everyone, not just the privileged few. Today it's grown into a global community of people going above and beyond to make a product they love even better with every sentence, every answer, every event, every report, every upvote. As a result, millions of people are now learning languages from Italian to Navajo — opening up new opportunities, new adventures, new connections, and new possibilities. Because of you, everyone can Duolingo.

One of the amazing things about Duolingo is that it serves people from all walks of life. That means the messaging sometimes has to change. We always use the same Duolingo voice, but make sure the message matches the audience and their motivations.

successAll good.