Tone of
voice

OUR TONE OF VOICE SETS US APART FROM
OTHER LEAGUES. IT’S HOW WE SOUND AS
FIERY AS OUR SPIRIT, AND KEEPS OUR
WRITING CONSISTENT ACROSS THE WHOLE
OF LATIN AMERICA.

Principles

These tone of voice principles are here to ensure any message we communicate feels like our brand. Keep them in mind when writing anything for the LLA.

Examples

Tone
Here, we’ve got a powerful headline to rile the fans.

Design
Because this is quite a fiery, singular phrase – we might want to set it in our 'Fuego tapetype'. For more guidance on design, see our Typography section.

Tone
Here, we’ve got a powerful headline to rile the fans.

Design
Because this is quite a fiery, singular phrase – we might want to set it in our 'Fuego tapetype'. For more guidance on design, see our Typography section.

Tone
Here, we’ve turned game terminology into a slogan we can use to promote the game and our league.

Design
Because this phrase is sharp and to the point, we can use our 'Hielo' headline font Trim.
For more guidance on design, see our Typography section.

Tone
Here, we’re asking a bold question and answering it with a fiery response.

Design
Our 'Hielo' and 'Fuego' headline fonts can work together to act as the call and response in this headline.
'Hielo' is your bold statement. 'Fuego' is your fiery retort.
For more guidance on design, see our Typography section.

Tone
Here, we’re challenging the stereotype that gaming’s a waste of time.

Design
Our 'Hielo' and 'Fuego' headline fonts can work together to act as the call and response in this headline.
'Hielo' is your bold statement.
‘Fuego' is your fiery retort.
For more guidance on design, see our Typography section.

Tone
Here, we’re giving a fiery retort that tackles a controversial truth faced by female gamers.

Design
Our 'Hielo' and 'Fuego' headline fonts can work together to act as the call and response in this headline.
'Hielo' is your bold statement. 'Fuego' is your fiery retort.
For more guidance on design, see our Typography section.

Misuse

01

We’re not a league that is inappropriate, sexist or racist. Keep your professionalism when writing provocative copy.

02

This sounds too violent. If it’s not obvious we’re talking about game play, it needs to be changed.

03

This is too unkind. We want to empower our fans, not get them trolled!