Brand Elements

Tone of voice

Speaking with a consistent voice ensures a seamless experience wherever people interact with Wire, whether that’s user interface text in the application, an email verifying a new account, or a registration page on the website.

Think of voice this way – if Wire were a person, he or she would be smart, driven and personable and those characteristics would hold true in any situation. Voice shouldn’t change.

Wire’s voice is:

Tone should adapt to circumstances and accommodate a variety of audiences.

It’s always more important to be clear than clever. Wire is friendly and informal, but when it comes to security for example, don’t joke around.