Identity · Voice
Voice
focused·opinionated·calm·precise
Sample · headline
“Linear is a purpose-built tool for planning and building products.”
Do
- +Say the one true thing and stop
- +Be opinionated — Linear has a point of view about how software should be built
- +Prefer concrete product nouns (issues, projects, cycles) over abstractions
- +Keep it quiet and confident
Don't
- –Don't pad with adjectives or hedge
- –Avoid enterprise jargon and buzzwords
- –Never shout — the design does the emphasis
LinearVoice