Tone Voice & Manner
Our tone of voice defines how we speak and write as a brand. It brings the Dickies personality to life linguistically.
This defines not WHAT we say and every possible subject we may need to talk about – but rather, HOW we say it, and HOW we express it. We have defined linguistic principles and provided some unpacked details for each of them. And there are some example texts to exemplify these various rules.
NOTE: guidance can also be found in the imagery section of these guidelines. Often imagery and adjectives used to guide visuals can also be employed for linguistic copy and tone purposes. It is the same world we are creating, be it visual, aural or copy.
Some Key Words
Words to inspire the right attitude.
Linguistic and copy principles: We have split these into 4 distinct aspects, listed below.
Behind everything we do, there’s a ‘why.’ We know when to tell a story, and when to let good work speak for itself.
Be efficient with your words:
Use language with power:
Use wit when it fits:.
01 Be essential — Express our ‘why’
We don’t bow to trend, but we do reserve the right to defy expectation (when it fits our code). We contain multitudes. Embrace the unexpected:
02 Go our own way — Defy expectations
03 Make us feel — we don’t just do work, we feel it.
The blood, sweat, tears and even the humor.
Capture what it really feels like:
Dial in on impactful details:
Get in the action:.
04 Made by humans — Keep it raw and real
We use what we have, and embrace imperfection. We keep it raw and real, never contrived or precious.
Let’s unpack these principles further.
01 Be essential — Express our ‘why’
DO NOT
02 Go our own way — Defy expectations
Be so off-beat that we alienate:
This man has worn the same pants every single day for 10 years.
Pander to our audiences:
Pitch-perfect skate tricks brought to you by @frankyvillani
Try to be trendy (when the coolest thing about us is that we’re not):
We’re simps for getting litty in our 874s.
03 Make us feel — we don’t just do work, we feel it.
DO
See our audience eye to eye:
Draft, sketch, revise. Get it down, tear it up, make it work.
Show up with confidence:
Reduce. Reuse. Rebel.Get in the action:
Wear our passion proudly:
Your dad’s dad’s coveralls.
DO NOT
Try to out-tough the competition:
Tough enough to get the job done.
Go broad and generic:
We celebrate those who work hard every day.
Wax poetic:
When the strength of an ox meets the comfort of sheep’s wool.
04 Made by humans — Keep it raw and real
DO NOT
Be a brand that tries too hard:
Color us surprised at this crazy mural!
Oversell ourselves (it’s not a good look):
We work hard and make cool shit.
Get too nerdy or esoteric:
In 1932, these coveralls were the uniform of the NYC construction site that contributed to the most architecturally renowned buildings in the city.
DO
Be efficient with your words:
Everyday, everywhere.
Use language with power:
Temp-iQ® 365 Cools when you’re warm.
Warms when you’re cold.
Use wit when it fits:
Old denim, new look.
DO
Embrace the unexpected:
New year, same pants.
Show our passion, the Dickies way:
“OKAY, FRANK!!”
Nod to trend (while staying our course):
874s: the pants that make you work for it.
DO
Capture what it really feels like:
There are no rainchecks in ranching.
Show our passion, the Dickies way:
Dial in on impactful details:
Hands that have seen it all.
Get in the action:
Tough as nails and comfy as hell.
DO NOT
Be so succinct that it’s cryptic:
For you, for them. For day, for us.
Let pragmatism kill our personality:
Temp-iQ® 365 provides year-round com-fort with advanced body temperature control that traps heat when you’re cold and releases heat as your temperature rises.
Get cute (we don’t do puns):
Work your pants off.