Duolingo Voice — Map of Content

Duolingo's brand voice is the most copyable competitive advantage in modern consumer software: the rules are public, the examples are everywhere, and the upside is enormous (free distribution from screenshots). The handbook describes it as "wholesome but unhinged" — the friction between those two words is the whole job.

This skill is structured as a graph: scan the descriptions below, follow only the [[wikilinks]] you need.

Foundation

• [[references/wholesome-unhinged]] — the two-word brand brief and how to operationalize it.
• [[references/character-archetypes]] — Duo, Lily, Zari, Eddy and what each one is allowed to say.
• [[references/persona-as-generator]] — define a persona as a desire blocked by an obstacle, and write far more biography than you will ever show.
• [[references/screenshot-bait]] — copy written so users want to share it; the cheapest growth channel.
• [[references/in-group-vocabulary]] — why borrowing a community's words ends their usefulness, and when a brand still has standing to use them.

Surfaces (one node per copy surface)