Tenor & Tenor

Tone of voice reflects Aon's personality, helps us connect with our audience, and makes Aon different from the rest.

Clear & Concise

Use straightforward, declarative sentences with minimal fluff and flourish. Users should understand precisely what is expected of them.

Confident

In order to build trust and project confidence, content should convey openness and transparency. Statements are purposeful and composed, but not overly formal.

A Touch Witty

Our clients and colleagues have earned an occasional smile or two—in the right time and place, of course.

Voice: What it is and isn’t

It is: Positive, engaging, optimistic, inspiring

It’s not: Cold, calculated, impersonal, dull


It is: Confident, direct, experienced, informed, clear

It’s not: Arrogant, quick to to assume, overly verbose


It is: Authentic, open, honest, genuine, flexible, human

It’s not: Rigid, overly structured, mechanical