Graphic Designers
.svg)
Motion Designers
3d Designers
For use in websites and apps
For use as tags and highlight
For use in websites and apps
For use in printing only
How Ledger communicates reflects its values, mission, vision, and personality.
Ledger has walked a mile in its customers’ shoes. It is familiar with feelings of apprehension and inadequacy that people feel when first stepping into crypto. This is exactly what Ledger doesn’t want its users to feel. This understanding lies at the heart of how Ledger communicates with its potential users and existing users.
Ledger speaks like an empathetic crypto companion. Ledger’s North Star is the crypto novice. Ledger communicates in a way that makes its users feel understood and motivated to blaze the digital value trail confidently.
To achieve this, Ledger’s voice is conversational, easy to understand, dedicated, transparent, clear, direct, optimistic, professional, confident, and inclusive.
The key to sounding like Ledger is speaking directly to a user, in a voice they can recognize. Ledger uses language its audience uses and makes technical subjects as clear as possible. If Ledger starts sounding like a conventional bank — the antithesis of what it represents – you’re off the mark. Sometimes Ledger will use technical language, but it will always be clear about what it means, and helps out people who aren't familiar with the subject.
Ledger’s hero is the customer. Ledger’s products and services are the means to their ends. Ledger places their customers at the center of their storytelling. Ledger points to the “what” and the “why” of its products that make the user’s digital life better and uncompromisingly secure.
As much as Ledger’s mission is to offer freedom from compromise, owning a Ledger product or service is not the complete solution, but a necessary step in the right direction. Sounding absolute creates a false sense of security, a far cry from what Ledger aims to achieve. This should not be confused with a lack of confidence. Ledger is confident in what it offers, just not overreaching.
Ledger is transparent about what it does. The caveat however is any information that can put the users’ assets’ security at risk.
It says things matter-of-fact and takes responsibility. It makes its users feel in control and doubles down on its mission to serve with integrity. Transparency for Ledger is indispensable in forging user trust, especially when handling money. A big part of transparency is to communicate as clearly as possible. Ledger recognizes the value of its users’ time and takes the responsibility to make its content quick and easy to digest.
Understanding all things digital assets can make many feel fearful or inadequate. Ledger never judges — it earns their trust and inspires action through encouragement, education, and offering a solution or path forward. It also knows where to mind its tone. Not all user paths are lined with roses. It knows when to be candid with the user and acknowledges the situation for what it is.
Ledger boasts industry-leading expertise in digital security. So it’s no surprise that Ledger communicates assertively, but the result of that is the reader feeling reassured and informed. The goal of being an expert and sounding professional is to inspire confidence in our users and reinforce their choice to trust Ledger to secure their assets. Be clear, be concise, omit unnecessary words, make sure that whatever you say has a purpose, but don’t be robotic. Contractions are your friend.
The great irony about the world of digital assets is how despite being premised on democratic ideals, its communication style is often brimming with jargon usage. Ledger embraces inclusivity as a fundamental value that guides everything it does.
Ledger strives to make its products and services accessible to all individuals, regardless of their physical disabilities, level of expertise, geographical location, or the language they speak. It recognizes the richness and strength that comes from embracing different perspectives, experiences, and backgrounds. Whether through its educational initiatives, community outreach efforts, or customer support services, Ledger is here to help its users from all walks of life succeed.
