Arc Tone of Voice — Beautiful & Organized

Tagline: "The Internet Computer"

Industry: Browser

Sector: Technology

How Arc Communicates

Arc ties web browsing to a fresh rethink of the browser itself. "The Internet Computer" frames the app around a beautiful, organised, opinionated new take on how you use the web — beautiful, organized, different. The voice is reimagined-browser and confident, selling a browser that feels like an operating system for the internet, positioning Arc around bold design choices — sidebars, spaces, and tidiness — that challenge the tired, tab-cluttered browsers everyone has used for decades.

Tone Words

Arc's brand voice is defined by the following tone words: Beautiful, Organized, Different.

Communication Style

Language Style: Reimagined-browser
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Arc Brand Story

Arc represents excellence in browser. "The Internet Computer" captures the brand's beautiful, organized, different approach.

Brand Message

The Internet Computer

Brand Mission

Deliver excellence in browser

Brand Positioning

Core Concept: Beautiful Browser

Central Tension: Ordinary vs. Exceptional

About Arc

Arc'teryx is a Canadian company specializing in outdoor apparel and equipment headquartered in North Vancouver, British Columbia. It focuses on technical apparel for mountaineering and alpine sports, including related accessories. The company's name and logo reference the Archaeopteryx, the transitional fossil of early dinosaurs to modern dinosaurs (birds). Arc'teryx is known for its waterproof Gore-Tex shell jackets and down parkas. Founded in 1989 in North Vancouver as Rock Solid, the company re-branded in 1991 as Arc'teryx to produce outerwear and climbing gear for the Coast Mountains in Canada. The company was sold to Salomon Group in 2001 and Amer Sports in 2005. Arc'teryx maintains three divisions: Veilance (luxury streetwear), LEAF (law enforcement and military), and PRO (ski patrol). The company is an influence in the "gorpcore" and "normcore" fashion movements, the wearing of minimalist, technical apparel in urban settings. The brand is colloquially known as "dead bird".

Frequently Asked Questions About Arc

What is Arc's tone of voice?

Arc uses a beautiful, organized, different tone of voice. Their communication is reimagined-browser, typically using statement-style sentences in the present tense. Their tagline "The Internet Computer" exemplifies this voice.

How does Arc communicate with customers?

Arc represents excellence in browser. "The Internet Computer" captures the brand's beautiful, organized, different approach.

What is Arc's brand message?

Arc's core message: The Internet Computer Their mission: Deliver excellence in browser

What is Arc's slogan?

Arc's slogan is "The Internet Computer". It carries their beautiful, organized, different voice.

What is Arc's mission?

Arc's mission: Deliver excellence in browser

What makes Arc's brand voice unique?

Arc stands out through their beautiful, organized, different communication style. Their central brand tension, "Ordinary vs. Exceptional", shapes how they communicate across the Technology sector.

What language style does Arc use?

Arc uses reimagined-browser language, with imaginative messaging, in statement-style sentences, using the present tense.