The British Council’s tone is confident. We are world leaders at what we do. We are professional, but we are also friendly, lively, upbeat, warm, approachable and enthusiastic. We are independent, have interesting and valuable things to say, and we say them in a straightforward, open, honest and authoritative way.

We are interested in people and the things they are interested in and aspire to communicate in a clear, simple, relevant and intelligent manner.

The British Council’s tone is not arrogant or patronising. It is not dull, smug, overly official, dry or worthy, but it is also not over-familiar, glib, loud, cheeky or disrespectful.

When writing and speaking, we do not use jargon, ‘management-speak’, unnecessary abbreviations and acronyms, and we avoid complicated and verbose sentences.

Download our latest style guide and editorial standards.