Tone of voice
Our tone of voice is what makes us sound unmistakably us. We have a set of four principles that help us communicate our incredible spirit to the world.
TOV Principles
Use the following principles to create copy that sounds like us. When you’re writing, it’s important to remember your audience and context – and tailor your tone appropriately.
Contagious
This league means everything to us. So, when we talk, everyone should feel that. Passion is contagious so we always dial up our emotion and ensure our tone is expressive and vivid.
We inspire our community by creating content that sparks conversations, giving people reason to unleash their passion.
Proud
Our league has its own culture, history and traditions… So we don’t shy away from our slang, razor-edged wit and humour, shining a light on the same hilarious, insightful commentary of our fans and shoutcasters.
Inclusive
We are open to all and respect the diverse personalities in our community. We champion those who have been there from the start and welcome those joining us along the way.
Friendly and personable, we do all we can to get newcomers up to speed and involved, actively encouraging our community to do the same.
Responsible
We are a professional sports league so we take our responsibilities seriously. We step in when needed and control the situation, with a firm hand. And if we personally F-up, then we’re not afraid to admit it.
We talk to our community honestly and with humility, leading by example to create a respectful and responsible league.
Examples
Use the following as inspiration of how our Tone of Voice can help create excite and engage our community.
Tricode
Our tricode LEC may be obvious to Rioters and our fans but it might be less known to others. So when referring to ourselves outside of our community, we should always refer to ourselves as “League of Legends European Championship”. However when referring to ourselves within our community we can refer to ourselves as “LEC”.
Examples
The following lists are examples of when to use the tricode and the longform version of our name.
When to use tricode:
- Forums and Social Media
- During Broadcast
- Internal communications
- Studio setting
- Merchandise
When to not use tricode:
- Press releases
- Advertising
- External press
- External media links
- External signage