What is the difference between voice and tone? Voice describes the sort of words you use, and the way you express yourself; it is a reflection of self. Tone considers the audience. While you might use a similar voice with a dear friend on a hike and a customer in the store, your tone– how you adapt your voice for the audience and situation—is likely to be different.
Think and speak like a guide. The tone of 66°North should be like a wilderness guide: informal and friendly without being overly familiar. Be confident and fearless, but respectful of each person’s individual ability level so that the 66°North tone feels credible to experts and accessible to casuals.
Reflect 66˚North’s Icelandic identity. When writing for 66˚North in English, act as a translator, making the Icelandic art of living and Icelandic values accessible and understandable to foreigners.
Straightforward language, which is direct, avoids jargon, but more crucially respects the reader and appreciates that English may be his or her second, third, or fourth language. Content that gets to the point and essence quickly reflects the Icelandic habit of directness and the 66˚North value of necessity, but also shows respect for the reader’s valuable time.
The 66˚North voice doesn’t seek to brag but will often make light of a particularly challenging or difficult situation with humor. This style of humor implicitly acknowledges the monumental challenges related to Icelandic living but also seeks to diffuse the intimidation. Making a joke in a deadpan style often takes something extraordinary and makes it “everyday.” For example, a social media post showing off an unprecedented storm that “snows in” a town may be met with a caption reading, “Our favorite weekend weather,” and feature someone tobogganing down the side of their house. Similarly, the slogan for Tindur, “Perfect for Everest, suitable for Iceland,” plays on this idea that everyday life in Iceland is more technically challenging than any expedition—but does so with dry humor, avoiding boastfulness.
Connected to the sense of understated humor is the joyfulness found in meeting great challenges. It’s not about being reckless or “hardcore,” but that sometimes you meet incredibly challenging conditions that remind you that you are not in control. Our voice finds joy in these moments and reminders.
We like people who challenge the status quo, invent their own rules for living, and are a bit suspicious of authority. However, we are inspired by people who push boundaries or test the rules and limits with purpose and thoughtfulness, instead of breaking them carelessly.