Brand guidelines

Our personality

Our values create the code that the British Council lives and works by and we project them through our personality.

Our personality is a combination of how we see ourselves, how we aspire to be and how we would like other people to see us.

As a personality, the British Council aims to be: confident, independent, friendly, engaging, respectful, trustworthy, focused and inspiring.

These personality traits translate directly into the British Council’s tone of voice. But remember, people won’t believe that you are friendly, just because you say you are. They’ll believe that you’re friendly if you speak, write and behave in a way that demonstrates that you are.

Our personality