Authenticity isn’t a feature. It’s a tone.

You can’t add things like authenticity and transparency to your business or application as if they were ingredients to a soup or features on a car. When they are not a part of your DNA, they end up feeling robotic and artificial, which has the opposite of the intended effect. Applying these types of techniques is most valuable when you yourself can identify with the tone you are using.

It’s like going to the south and intentionally speaking with a southern drawl. You’re going to sound ridiculous and fake. If you grew up in the south and that inflection was part of your DNA, even the most jarring accents sound real and authentic.

There’s a movement towards applications and businesses communicating like people. I think this is a good thing, and so does Rands as he points out some examples of where, and why, we like it when an app or site talks to us like a person. This comes as a response to noticing the removal of the tagline “Loves You” from the Flickr logo.

Who knows who removed the authenticity from the Flickr logo. It’s sad, but it served its purpose. Flickr’s old logo was a quiet efficient invitation to join a community and sound like yourself.

via Rands In Repose: A Signature Cadence.