Tone of Voice
Learning from London communications how a brand can speak to its audience in its own language.
London is the capital of design and Tone of Voice. No people in the world use their native language as extensively as the descendants of Shakespeare. Thanks to the talent and professionalism of English advertisers, you don’t feel like a consumer being sold something. On the streets of the UK’s capital, you’re a reader, and interesting reading that will surely make you smile is waiting at every step—on billboards, in small ads, on public transport, and even right under your feet. All you need to do is take your eyes off the sights, grab a dictionary of idioms, and start paying attention.
Coworking: "Welcome home. Oops, we meant welcome to work."
"Are you looking at me? You should be!"
Instead of "Welcome"
Do we need to have a serious talk?
Communicate important information to visitors without harsh severity and blatant threats.
If you add a bit of creativity to the navigation, no one will get lost, and following such signs will be much more enjoyable.
Navigation. Instead of "Grocery"
Navigation. Instead of "Basement"
Quotes from great people, respected critics, fictional characters, and ordinary consumers are much more interesting to read than unique selling propositions (USPs) that you compete with your competitors over.
"...like unicorns and heaven are in my mouth."
Even traffic signs in polite English look friendlier.
Unsuitable, "not suitable" for large vehicles. Not forbidden, just not suitable. It's better for you!
It’s possible that something is off with our "yield the road," but for some reason, "GIVE WAY," despite the identical translation, sounds less intimidating.
Do you have to update your posters at the printing house every month? How about integrating it into the environment, using natural surfaces and textures?
Many have tried to climb, but just in case...
Ads right under your feet.
You know that clients don’t search for your mission page on the website, right? Communicate your company’s vision and values where the brand directly interacts with the audience. But do it as thoughtfully, thoroughly, or perhaps as brightly and creatively as you’d want your brand to be perceived in the market.
Retail
College
Theater
In the subway, there’s time to connect—with your audience. But how do you write image-building and advertising texts that people actually want to read? How do you make social advertising not boring, and how do you sell without directly selling? Let’s learn without leaving the underground (or tube, as the British call it).
You’ll get hooked!
"Perfect for the city that never sleeps," leaving out "dear passengers, for your convenience."
Extreme brevity. Different approaches of dating sites for different audiences.
It’s never too late to say "Thank you" and immortalize the names of those who offered their support.
It won’t be robots replacing the staff, but the sociable "exterior" that already knows our doubts and pains from somewhere.
And why not give it a try?
You should have said that right away!
Scrambled eggs, that's how they are.
В России бы спросили про дизайн
Great coffee without the drama, keep it simple.
No need for the classic "dear residents" or "we hope for your understanding."
I’m on my way!
10 kg without breaking a sweat
You asked – we listened
Thanks for reminding me like that!
Oh, those annoying wrinkles, give me the iron!
Imagine that at Post office, a poster addresses you: "Hey you, the thrifty one..."
The residents of the area don’t need to worry.
me
The Brits really love quotes. Doesn’t matter if they don’t always remember who said them. No idea who said it, but sounds great, right?
Instead of a colorful poster and a lot of text.
Let’s fix it with other examples: a quote, a legend, and an unusual message, for the translation of which even academic English might not suffice.