Maersk brand tone of voice
The MDS brand character, summarised from src/pages/content/tone-of-voice. Both writing modes express these pillars; they set the ceiling and floor for...
The MDS brand character, summarised from src/pages/content/tone-of-voice. Both writing modes
express these pillars; they set the ceiling and floor for register, not the detailed rules.
| Pillar | Character | In practice |
|---|---|---|
| Human | Moving, relatable, personal, trusted | Write to a person, not a system. Be kind in error and empty states. |
| Optimistic | Positive, energetic, inspiring | Frame guidance and news around what the reader can achieve. |
| Authentic | Honest, open, humble | Say what is true and verified. Admit limits and experimental status. |
| Ambitious | Creative, bold, surprising, brave | Aim high in announcements; back ambition with real substance. |
Boundaries
- Authentic outranks Ambitious and Optimistic: never let enthusiasm outrun the facts.
- Human outranks brevity: never become curt or accusatory to save words.
- These pillars are brand-level. For confidential handling and AI-generated text, follow
/ai/guidelines/writing-with-aiand the linked Maersk brand and AI hub guidance; do not paste confidential information into external tools.
Canonical references (do not restate, link)
- Brand tone of voice:
/content/tone-of-voice - Labels:
/content/labels - Error messages:
/content/error-messages