BRAND  |  Tone of voice

Tone of voice

The way a brand speaks is just as important as the way it looks.

itslearning — Lowercase, one word

If someone misspells our brand name, gently correct them, especially customers and the media.

Avoid possessive constructions

"the development of itslearning” beats “itslearning’s development.”

Brand capitalisation

Keep itslearning lowercase, even at the start of a sentence.

Be straightforward. Keep it simple.

In our story, teachers are the heroes. We are the supportive partner: calm, clear-minded and reliable. Everything we write should feel easy, efficient and empowering, because that is what the platform is for.

We use straightforward and simple language in all our communication. If a student can’t understand what we’re trying to say, it’s not in line with the itslearning voice.

Built on what works. Made for what's next.

Brand Tagline

Our tagline says two true things at once: schools already trust what we have built, and we keep building. Experience and progress, in that order.

The tagline is always used in English, in every market and every language. It is never translated, adapted or rewritten. Consistency is what makes it recognisable.

Words matter

Write for the reader

"the development of itslearning” beats “itslearning’s development.”

Use positive language

Frame messages in a helpful way.
Avoid negative wording like “can’t”, “don’t” and “won’t”.

Instead of: “You can’t continue without logging in.”
Say: “Please log in to continue.”

Our writing principles

Be clear, not clever

“Plan lessons faster with templates” beats “Take the headache out of planning.”

Use evidence, not assumptions

“Support statements with facts. Be transparent when information is unavailable.

British English

Personalised, not personalized. Organisation, not organization.

Clarity

One idea per sentence, and the most important information first.

   

How to describe itslearning

LONG

Boilerplate

itslearning is a European learning platform for schools and universities, built for teachers and used by millions of people. Founded in 1999 as a student project in Bergen, Norway, itslearning remains headquartered there today, Nordic in spirit and by design.

Pedagogy comes first in everything itslearning builds. The platform brings planning, lessons, assessment and communication together in one secure, privacy-first place, shaped around how teaching actually works. It takes care of the routine work, so teachers have more time for the part only they can do, and gives clear insights into progress so learning can be personalised.

From primary schools to universities, itslearning supports everyday teaching across the Europe. Since 2019, itslearning has been part of Sanoma Learning.

For more information, visit itslearning.com.

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SHORT

Boilerplate

itslearning is a European learning platform for schools and universities, built for teachers and used by millions of people. Founded as a student project in Bergen, Norway, in 1999, and headquartered there still, itslearning brings planning, lessons, assessment and communication together in one secure, privacy-first place, shaped around how teaching actually works. Since 2019, itslearning has been part of Sanoma Learning, which serves over 25 million students across Europe.

For more information, visit itslearning.com

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FOR PRESS RELEASES

Elevator pitch

itslearning is a learning platform designed for teachers. We are Nordic in spirit and by design.

The platform brings planning, lessons, assessment and communication into one place, streamlines routine tasks so teachers have more time to teach, and gives clear insights into student progress so teaching can be personalised.

The result: more time for teachers, more clarity for students, and better learning.

For more information, visit itslearning.com.

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