Our collective difference
In 2020 , UNSW Sydney is embracing its new brand idea : Collective Difference .
Collective Difference refers to both who we are and the difference we make together .
With Collective Difference , we celebrate our different ways of seeing the world , the thinking that makes us unique , the moments that don ’ t fit the expected narrative , and the quirks that are ours and only ours .
Collective Difference defines the personality we present to the world and the tone of voice we use to strengthen that personality .
Collective Difference has three guiding principles :
• Proud , not loud ( ambitious , inspiring ): We ’ re proud of who we are and our achievements . That means talking about our difference , our excellence , the challenges we ’ ve faced , and the wider context of our impact . We celebrate how we help others without being boastful . We are inclusive , not competitive .
• Natural teachers ( knowledgeable , curious ): We ’ re endlessly curious . So we look at everything with fresh eyes . Our dialogue is two-way , with a view to showing , not telling . And even when interrogating the knottiest of issues , our enthusiasm shines through .
• We ’ re real ( conversational , relatable ): We ’ re not an idealised fantasy of university . It means we acknowledge the ups and downs of uni , speaking in an approachable , conversational way .
We stay true to ourselves no matter who we are speaking to . And our tone of voice is built with the flexibility to dial up or down the three principles so we can communicate in a way that is appropriate for both who we ’ re speaking to and the context we ’ re speaking in .
Writing Style Guide | Tone of voice
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