We know that risk and emergency situations should be approached seriously and respectfully.

And our design principles demands us to keep a conversational relationship with everyone willing to help.

According to what has been said, our tone of voice has to be serious, slightly casual, respectful, and enthusiastic.

Our writing for presentations and social media follows that tone of voice, with two additional pointers:

Write short, but smart:

We keep our social media copy short. To write short, we simplify our ideas and reduce the amount of information we share—but not by altering the spelling or punctuation of the words themselves.

Engagement:

We try to use correct grammar and punctuation—and avoid excessive exclamation points. When appropriate, we employ hashtags. We may use them to promote an event or connect with users at a conference. But we do not use trending topics to
promote Guemil Icons for Emergency.