Tone of voice
The tone of voice for your UX writing should match our Brand Character.
It is important to familiarise yourself with the Maersk tone of voice (TOV).
You should always aim to sound:
| Human | moving, relatable, personal and trusted | Example: This is a place where everyone has a contribution to make, and where everyone is fully supported to make it. |
|---|---|---|
| Optimistic | positive, energetic, and inspiring | Example: It’s a big moment in our future - and the world’s. Are you ready to play your part? |
| Authentic | honest, open, and humble | Example: As a global business, we don’t simply move 20% of global container trade; we’re committed to making global supply chains more transparent and efficient, so that more countries can make business simpler, faster and cheaper. |
| Ambitious | creative, bold, surprising, and brave | Example: At Maersk, we want you to make the world your workplace. We’re responsible for moving 20% of global container trade, and working or a truly global company gives you the chanceto broaden your horizons, take on exciting opportunities and bring the world closer together. |
You can read more about the Maersk brand, values and pillars on Brand Central.