duolingo.com
Brand DNA
Brand DNA · settled
duolingo.com
duolingo.com
Brand DNA
Will never use
Words rejected across all generated content.
expensiveelitistexclusivetediousboringluxuryintimidatingjoylessstuffycomplicated
Voice dials
Formality3/10
Humor7/10
Warmth9/10
EdTech language learning
Duolingo is the world's most accessible language learning platform, democratizing education through free, gamified lessons that make learning engaging and sustainable for millions of users globally. It positions itself as the antithesis of expensive, tedious language courses by combining behavioral psychology with game mechanics.
Brand Voice
Conversational and casual
Motivating and supportive
Witty and lighthearted
Inclusive and non-judgmental
Optimistic and energetic
Friendly, encouraging, approachable
Visual Themes
playful
modern
minimalist
friendly
approachable
Voice Guidelines
Use These
“Learn a language for free, the fun way”
“Streaks, achievements, and a little friendly competition”
“You're basically fluent now (just kidding, but you're getting there!)”
“Make language learning actually enjoyable”
“Science-based learning that doesn't feel like a chore”
Avoid These
“Rigorous academic approach”
“Elite language mastery”
“Expensive professional certification”
“Boring textbook methodology”
“Exclusive premium experience”
Product Positioning
Categories
Language learning
Educational apps
Online learning platforms
Price Range
$0–$0(avg: $0)
Brand Colors
Fonts
Feather Bold