IIS: Visuell identitet och språk

IIS: Visual identity and language

Digital typografi (h1)

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Tonality and language use

Tonality is the voice of IIS and mirrors how we want to be perceived. It’s about which word we choose and the way we compose sentences. Since we want to include everyone and share our knowledge, we want everyone to be able to understand and feel that we write in an easy to understand way. Therefore, the language should be simple and straightforward, contrary to bureaucratic. Personal mannerisms should not be present on the IIS website, but occasionally there is room for it in other external communication – depending on the situation.

In order to meet the requirements we have on ourselves, it is important that everyone uses the same tonality through a common use of language. Therefore, we have some simple guidelines:

  • Write simply, short and concrete
  • Write straightforward sentences and explain difficult concepts, such as technical terms we are accustomed to but perhaps not everyone else in the world around us. An example of a straightforward sentence is: “IIS organizes a seminar where we will discuss how the domain name system, DNS, works”. Compared to the sentence: “How DNS works will be explained by IIS in a seminar”. In the second sentence, we have not used a normal word order and also have not explained what the acronym DNS stands for. This makes it more difficult to understand what we mean. 
  • Use active verb forms, for example, “IIS organizes…”, “The service gives…”, etcetera.