Tone of voice

How our guiding principles inform our voice

Collective Progress

Our tone of voice is what makes us sound like us, instead of all the other universities. Our three guiding brand principles inform our tone of voice.

Spark curiosity

Be concise

Add yellow to a world of grey

We provoke thinking and inspire action.

We’ re thoughtfully restrained, clear and simple.

We’ re optimistic, energetic and confident.

• Invite audiences to arrive at answers on their own or seek them out.

• Reframe the familiar and find fresh ways of saying things.

• It’ s ok to be provocative in headlines and hooks to draw audiences in.

• Use each word with purpose.

• Be thoughtfully concise.

• No fluff. No filter. No Jargon. Nothing there that shouldn’ t be.

• Open with the opportunity.

• Frame our solutions to highlight their positive impact.

• Use action-oriented language to project confidence.