Introduction

In the beginning was the Word.

—The Bible, Gospel of John

The most valuable of all talents is that of never using two words when one will do.

—Thomas Jefferson

No-one will ever complain that you made something too easy to understand.

—Tim Radford

Words do come easy to George

With George, banking has a name for 5 million people in Europe. Being their personal digital companion in financial life comes along with an enormous degree of responsibility: in terms of safety and reliability, accessibility and usability, functions, design and, last but not least, language.

Words, the tone of voice as well as style and personality in the way how George interacts are crucial for the relationship with users. Internet banking is amongst the most comprehensive and complex applications in people’s digital life. They deal with highly personal and sensitive assets and they rely on being as understandable as relatable to the ones who use and need them. Even more so if banking suddenly comes along with a human name: a human language becomes all the more important.

I am here. For you.

—George

Audience

This guide tells you more about the George language and how to use it. Whereas the actual interface texts in George are written and controlled by the professional copywriters, also designers, product owners, developers, managers, conference heroes and all the others in the George team should find explanation and guidance on how to let George talk.

Moreover, this guide should help you to find the right tone whenever you have to or rather want to talk/write about #BankingHasAName.

What’s to expect?

Tone of voice

This section covers how users should hear George. It’s about the personality and characteristics of George.
Learn more about Tone of voice.

Language and style

Get insights about the language and text style to be used when writing for/about George. This is especially important for those who communicate about George externally as well as internally.
Learn more about Language and style.

User interface texts

This constantly to be updated section deals with rules and convention for the actual product copy, the words used by George himself to support. This chapter is meant mainly for core and local George copywriters.
Learn more about User interface text.