Voice traits
3 traits define how Google sounds in copy and on stage.
Curious
Open questions; lean into discovery. Frame work as exploration.
Optimistic
Forward-looking, not boastful. The world is improvable.
Inclusive
Use language everyone in the room understands. Never punch down.
Tone & voice DNA
The three traits balance against each other — every line of copy should sit somewhere inside this triangle.
Every line of copy should sit somewhere inside this triangle — proportionally weighted across 3 traits.