Love Language: Duolingo’s Groundbreaking Language Learning Tool Beloved for Its Futuristic Platform… and Its Owl

Back in 2009, Luis von Ahn and Severin Hacker met at Carnegie Mellon University, where von Ahn was a Computer Science professor and Hacker was his Ph.D. student. Both were interested in building a product that could help democratize education and help people learn English. So, they created Duolingo – a free, immersive language learning tool.

Fast forward 15 years. Duolingo is still free… and the number one downloaded learning app in the world! Now a global household name, Duolingo’s mission is to not become but remain the best language learning platform in the world.

Headquartered in its original stomping grounds – Pittsburgh, PA – Duolingo uses its Keystone State location to its advantage as well.

“Pittsburgh gives us a massive advantage in the tech space when it comes to hiring, because of the low cost of living and high quality of life,” Duolingo Head of Social Impact Kendra Ross said. “Years ago, we ran a cheeky billboard campaign reminding people in San Francisco that they could ‘own a home, work in tech, move to Pittsburgh.’ This is exactly why we love Pittsburgh – we can attract great tech talent (we have about 450 employees here in our headquarters), and they live a much more balanced and cost-effective life.”

Duolingo’s location is not the only cost-effective element of its operation. As mentioned, the app and website are free, offering immersive tools and experiences without any form of payment.

Besides being well-recognized for its free, user-friendly, and fun learning experiences, Duolingo is also world-renowned for its mascot, which has become more of a staple than it could have ever imagined.

“Obviously, no one could have predicted the iconic character our green owl mascot, Duo, has become,” Ross said. “Originally, Luis and Severin were choosing between two mascots: a green owl or a friendly robot. Friends and family were adamant that they choose the owl. How could anyone have known that adorable bird would become a social media sensation?”

Whether you know Duo from social media, his appearance at the Barbie pink carpet premiere, or his Super Bowl LVIII debut, he has become quite the sensation. In fact, he has been invited to graduations and weddings, showing not just his popularity, but the popularity of Duolingo.

Duo’s presence is also a reminder that education and learning can exist outside of a classroom or within typical school hours. It can be inspiring, delightful and even silly, and the universal availability of the app and Duo himself makes Duolingo attractive all over the world. 

As does the company’s constant adaptation, as they are always looking to be a more expansive brand.

“Our most exciting new products on the market are in our flagship app: Math and Music courses,” Ross said. “We started rolling these out late last year, and we’ve been thrilled by the learner’s response. It’s a really fun way to switch up your practice on Duolingo and is a key milestone for us in creating a community of lifelong learners.”

“We’re also proud of the Duolingo English Test – a secure, affordable, and accessible standardized English proficiency test,” Ross added. “Luis has experienced firsthand the difficulties of English proficiency testing, which is essential to working, studying or living in another country, and many tests on the market rely on limited in-person test centers and hefty entry fees. Our version disrupts that market, with an adaptive, secure test that can be taken anywhere worldwide as long as you have an internet connection! Today, more than 5,000 institutions across the world accept the DET.”

Duolingo is constantly looking toward the future and embracing change. The company is using developments like Artificial Intelligence to its advantage and always integrating new technology to serve individual learners around the globe. 

“We like to say that we hire ‘missionaries over mercenaries,’” Ross said. “Many of the people who work at Duolingo are extremely motivated by our mission and are passionate about educational access.”

Duolingo has gotten its employees to buy into the corporate mission, which includes giving back to the community, both monetarily and through volunteerism. “Duos,” as employees are nicknamed, have the opportunity to do “Club Volunteering,” which helps build their interest in volunteer projects through a list of local organizations they are encouraged to consider.

As a whole, Duolingo is an expansive, outside-the-box brand with a sky-is-the-limit future outlook and a think globally, act locally mindset. Duolingo and its Duos continue to do great things each day, and the PA Chamber is proud to have them as a “Made in PA” company. 

Check out Duolingo’s 2024 Social Impact report here.