{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "visa-f26a1c9f", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "Visa", "response_scope": "full_tree", "integrity": { "version": 2, "publication_id": "833f0a14373330348b06b319d1e92bce24e6cef6a0d39a719183aed3b95c13ea", "revision_id": "f88d55bf-9994-49f3-ad39-1d48b75ad41d", "manifest_sha256": "c21ff6dcf16cc1ff739edb6ba75748ef84a41b33b9089b7862a9e612428d7303", "manifest_signature": "o+OkKuPaXFTUKW1KMA5shWqoDU+WI9YQVMAUrU9+KK1xn3WGAeWLvJx18azML9VHbNrfhfkW584S3QZuamDUBQ==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "integrity_scope": "publication_manifest", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.brandcontextprotocol.dev/brands/visa-f26a1c9f", "html_url": "https://registry.encodedbrands.ai/brands/visa-f26a1c9f", "files": [ { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"0.8\"\nfile_type: voice\nparent: https://registry.brandcontextprotocol.dev/visa-f26a1c9f/.well-known/brand.md\nlast_updated: 2026-09-04\n---\n\n# Voice\n\nVisa's public Product Design System defines three voice qualities: **active, readable, and human**. The default tone is neutral, straightforward, and direct. Tone flexes with context without changing the underlying voice.\n\n## Voice constants\n\n```yaml\nvoice:\n active:\n meaning: \"Actionable and global\"\n guidance: \"Help people complete tasks efficiently with clear language that can work across markets.\"\n tier: core\n readable:\n meaning: \"Clear, concise, thoughtful\"\n guidance: \"Anticipate questions, make content easy to scan, and simplify complex concepts without losing accuracy.\"\n tier: core\n human:\n meaning: \"Energetic, authentic, personable\"\n guidance: \"Use inclusive, conversational language that is neither too formal nor too casual and never robotic.\"\n tier: core\n```\n\n## Tone by context\n\n```yaml\ncontexts:\n default:\n tone: \"Neutral, straightforward, direct\"\n tier: core\n success:\n tone: \"Celebratory\"\n guidance: \"Positive and congratulatory without exaggerated enthusiasm.\"\n tier: default\n instructions_and_support:\n tone: \"Supportive\"\n guidance: \"Helpful, engaging, and focused on the next useful action.\"\n tier: default\n errors_and_alerts:\n tone: \"Professional\"\n guidance: \"Clear, calm, direct, and non-accusatory; explain the simplest corrective action.\"\n tier: core\n onboarding:\n tone: \"Welcoming\"\n guidance: \"Inviting and encouraging while remaining concise.\"\n tier: default\n```\n\n## We are / we are not\n\n| We are | We are not |\n|---|---|\n| Active and actionable | Passive or indirect by default |\n| Clear and concise | Complex or intimidating |\n| Thoughtful and useful | Vague |\n| Human and inclusive | Robotic |\n| Helpful | Accusatory or patronizing |\n\n## Vocabulary\n\n```yaml\nprefer:\n - word: \"clear command verbs in calls to action\"\n tier: core\n rationale: \"The Visa grammar guide says actions should make the result clear, such as Save, Apply, or Send.\"\n - word: \"issuer or financial institution\"\n tier: core\n rationale: \"Use the responsible party when account terms, card decisions, disputes, or refunds are involved.\"\n - word: \"network\"\n tier: default\n rationale: \"Visa publicly describes itself as a trusted network.\"\navoid:\n - word: \"technical jargon, unexplained codes, and undefined acronyms\"\n tier: core\n rationale: \"These make guidance harder to understand and assume specialist knowledge.\"\n - word: \"blaming language\"\n tier: core\n rationale: \"Error and alert copy should not accuse the user.\"\n - word: \"overly playful jokes or culture-specific wordplay\"\n tier: default\n rationale: \"They may not translate or be widely understood.\"\n - word: \"absolute security language\"\n tier: core\n rationale: \"Do not turn Visa's security work into an unqualified guarantee.\"\n```\n\n## Grammar and formatting\n\n```yaml\nactive_voice: \"Prefer for success, instructions, and neutral updates.\"\npassive_voice: \"Use when it makes a sensitive error or legal statement less accusatory.\"\nsentence_case: true\noxford_comma: true\ncontractions: \"Use where they make language more conversational and human.\"\nheadings_labels_buttons_terminal_punctuation: false\nexclamation_points: \"Use sparingly; no more than one on a page or view, and only when the context supports it.\"\ncalls_to_action: \"Start with a command verb except for familiar navigation such as Next or Back.\"\nacronyms: \"Define on first use unless the audience unquestionably knows them.\"\nsymbols_as_words: \"Avoid replacing words such as and with symbols in prose.\"\nreadability_target: \"For product and documentation content, aim for approximately a sixth-grade reading level when accuracy permits.\"\n```\n\n## Examples\n\n| On-brand | Off-brand |\n|---|---|\n| \"Enter your card details, then select Continue\" | \"Cardholder credentials must be inputted prior to proceeding\" |\n| \"Something went wrong. Wait a few minutes and try again\" | \"You made an error while processing your transaction\" |\n| \"Contact your issuer for details about your account\" | \"Visa will waive the fee\" |\n| \"Your file was saved\" | \"We're incredibly thrilled to announce that your file was successfully saved!\" |\n\n## Sources\n\n- Voice and tone: https://design.visa.com/content/voice-and-tone/\n- Grammar and punctuation: https://design.visa.com/content/grammar/\n- Messaging: https://design.visa.com/content/messaging/\n- Readability: https://design.visa.com/content/readability/\n\n", "signature": "qqtWCPQVusMSPLUGMh7g6i4Atuu/VcblSwn+mP2Lat5OXAYWDAGIs7uI/rQCucnsuJa2D6aQu8rg8ZlfoMwuBQ==", "sha256": "a55759d6878e0d65254aec8afd7ad77c5437a20ba151e708efa593c4307d5799", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/visa-f26a1c9f/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/visa-f26a1c9f/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/visa-f26a1c9f/source/voice.md", "canonical_source_url": "https://registry.brandcontextprotocol.dev/visa-f26a1c9f/.well-known/brand/voice.md" } ] }