Tone is the personality and emotion behind our voice.
Our tone is made up of four characteristics—authentic, dynamic, inquisitive, and social. These characteristics represent the diverse people and work that make up our Museum.
By identifying our tone, we can use these markers to keep our content consistent. This helps people understand what our Museum stands for and what to expect when they talk with us.
Just like a conversation in real life, our tone is flexible. We choose the tone that suits what we are trying to say and who we are talking to.
Our tone
Authentic
Genuine; reliable; trustworthy; consistent; knowledgeable; expert; honest.
Our Museum is a source of knowledge. We have a reputation that people know and trust.
How we do this
- We take the time to check that what we are saying is correct. This not only makes us a reliable source of information, but lets us be confident in what we say.
- We help connect our curators, researchers, and scientists with real people to have real conversations.
- We let people know about our ongoing work and research. It is great to let people know what we are exploring and discovering.
- We properly reference and credit our information. This helps everyone—especially other people researching.
Dynamic
Creative; surprising; daring; confident; open-minded; energetic.
Our Museum makes exciting, world-first discoveries. We are passionate about sharing this with people in ways that are just as exciting.
How we do this
- We let people rethink their world. We identify ways our work can help people understand their culture, identity, and world.
- We provide interpretation and opportunities for discussion and engagement within the community.
- We keep up-to-date with trends and technology so we can try new ways of talking to people and sharing information.
- We take chances to be thought-provoking. This helps us learn from other people's perspectives and life experiences.
Inquisitive
Curious; thoughtful; inspiring; reflective; interesting; seeking knowledge.
Our Museum is always seeking answers, but along the way we ask questions and challenge ourselves.
How we do this
- We make sharing our Museum’s research and work a priority. This is how we spark curiosity and show our passion for learning.
- We ask questions. It lets us explore new ideas to make our work more valuable and relevant.
Social
Welcoming; inclusive; community-minded; familiar; cooperative; responsible.
Our Museum is the heart of our community. We want people to see us as their best resource.
How we do this
- We talk in the most inclusive and accessible way possible. This starts by considering what we are trying to say and who we are saying it to.
- We are happy to help and happy to spend time talking with people.
- We are honest and calm in difficult situations.
- We use language that is familiar and easy to understand.