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.
We love language. We love to help people learn languages. Expressive means we get excited and show it.
Expressive means:
Not:
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:
Not:
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:
Not:
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:
Not: