Verbal Identity
Tone of voice
What makes Trezor sound like Trezor—the through-line that keeps every message recognizable, from a setup screen to a billboard.
Trezor’s voice is clear and direct. We speak like a friend who happens to be an expert—grounded, honest, without pretension.
Where we sit
On each scale, we lean toward the right.
Five personality traits
We don’t lecture. We don’t oversimplify. We make hard things clear, and leave people feeling confident and capable.
We speak plainly and back it up—grounded in open-source and a track record since 2013. No jargon, no ambiguity.
We hand control back to the user. Our job is to give people the tools to hold their own keys.
We challenge the status quo and call out the compromises the industry normalizes. We don’t hedge.
We take a stand. Everything we say reflects our commitment to open-source and user sovereignty.
Warm, occasionally playful, genuinely helpful. The writing should feel like it came from a person.
How the voice becomes concrete—the principles, rules, and words behind every line of Trezor copy.
Writing principles
Use plain language. Lead with the key point. Break technical concepts into steps.
Use jargon without defining it. Bury the key point in passive constructions.
Make direct claims backed by facts. Lead with proof and benefit, not promises. Use active voice.
Hedge unnecessarily. Overuse superlatives. Sound defensive or qualify every statement.
Use positive framing: “you’re in control.” Emphasize ownership and capability.
Use doom-and-gloom language. Make users feel vulnerable without resolution.
Use contractions naturally. Acknowledge frustration with empathy. Use “you” and “we.”
Sound like a terms-and-conditions document. Use passive voice to create distance.
Writing rules
- ✓Short sentences—aim for 15–20 words
- ✓Active voice, always
- ✓One idea per sentence
- ✓Lead with the benefit, not the feature
- ✓Back every claim with proof
- ✓No manufactured urgency
Vocabulary
- No claims we can’t prove.
- Value over hype—always.
- We compete on value, not criticism.
- Give people space to decide, without pressure.
- Use the full product name in public: Trezor Safe 7. No shortened forms (Safe 7) or internal abbreviations (TS7).
One voice, tuned to context—how the tone shifts across each channel, with real before-and-after examples.
Tone by channel
Lead with the benefit, not the feature. Short headlines. Strong proof points. No jargon in primary CTAs.
Short, punchy captions. Lead with a question or hook. Explain concepts simply. A touch of humor is welcome.
One action per screen. Plain-language labels. Error messages should tell users what to do next.
Write for someone mid-process. Plain headers, numbered steps, explicit next actions. Explain the “why” alongside the “how.”
Use the customer’s name. Acknowledge the issue before jumping to a solution. End with an open door.
Take a clear position. Support all claims with data. Avoid buzzwords—we have 12+ years of authority.
State what happened, what’s affected, and what users must do. No “we take this seriously.” If you can’t be precise, don’t say it yet.
Short answers, plain language. Never guess on security—escalate to a human. When it doesn’t know, it says so plainly.
In practice
Trezor Safe 7. Open-source. Transparent Secure Element. Everything you’d expect from the company that invented the category, with nothing you’d have to take for granted.
Introducing the Trezor Safe 7—the most advanced hardware wallet we’ve ever built. Cutting-edge security meets seamless usability.
Trezor Safe 7 is here. Same open-source foundations. Premium hardware. Every claim verifiable, as always. Don’t take our word for it—check the code.
BIG NEWS. Trezor Safe 7 is HERE. Our most powerful device yet. Limited early-bird pricing available NOW. Don’t miss out.
We couldn’t verify your wallet backup. Reconnect your Trezor and enter the words again.
Error: backup validation failed (code 0x04). Please try again.
Before you start, keep your wallet backup nearby—you’ll use it to confirm ownership. Here’s why it matters, then the three steps to follow.
It is recommended that users ensure they are in possession of their recovery materials prior to commencing this process.
Hi Sam—I can see why that’s frustrating. Let’s get your device recognized again. First, try a different cable, then tell me what you see on screen.
We take this issue seriously. Please follow the troubleshooting steps in our knowledge base and reopen the ticket if the problem persists.
Trezor Safe 7 is built the way we build everything: in the open. The firmware is auditable, the hardware is documented, and the security model is public.
Trezor is proud to unveil a revolutionary, best-in-class device that disrupts the hardware wallet space.
On June 12 we identified a phishing campaign impersonating Trezor Support. No devices or funds are affected. We will never ask for your wallet backup—never share it with anyone.
We take the security of our users very seriously and are investigating an issue. Further information will follow in due course.
I’m not certain about that, and it affects your security—so I won’t guess. Let me connect you with a human who can confirm.
Great question! That should probably be fine, but you might want to double-check just in case. 😊