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Voice & Tone

 

Whether you're writing a homepage headline, a fundraising appeal, a research announcement, a social media post, or an email to prospective students, your work contributes to a larger story about who we are. Consistency across those moments builds trust, strengthens recognition, and reinforces what makes Arizona distinctive.

 

One Voice, Many Tones

Our voice is the constant. It reflects our shared personality and should remain recognizable regardless of audience or channel.

Our tone is flexible. It adapts to the situation, balancing the needs of the message with the expectations of the audience. A commencement speech, a crisis update, and an Instagram caption may sound different, but they should all feel like they come from the same institution.

Bear Down sign on UA campus

Brand Personality Traits

These qualities are not meant to appear equally in every piece of communication. Instead, think of them as guiding principles and use your own best judgment when determining how best to write for the project at hand. Different audiences and situations will call for different emphases.

Compassionate

 

In service of, and deeply attuned to others. Our work uplifts all humankind and we care deeply for others without being cloying or sentimental.

Confident

 

A spirit of leadership and assurance rooted in proven success and a nearly-150 year commitment to excellence. We have a great sense of pride in our legacy and ongoing ambition for the future. Never stuffy, snooty, pretentious, or cocky.

Curious

 

Inquisitive and always learning. We work, study, and sharpen our crafts with intention and focus, never losing sight of our larger goals or getting lost in distractions.

Determined

 

We push forward with a deep resolve and belief in each other and our mission. We don't buckle; we bear down. When the moment calls for it, we make bold choices with the steady strength of our conviction.

Optimistic

 

Inspired and enthusiastic with a clear-eyed positivity that our actions can make the world a better place. We are not oblivious to reality, rather we see hardships as temporary setbacks on the road to victory.

 

 

Writing Across Channels

Every channel creates a different experience for your audience, but every interaction should feel unmistakably Arizona. Adjust your tone, length, and level of detail to fit the platform while maintaining a voice that is confident, determined, optimistic, curious, and compassionate.

 

Web & Email

Write with clarity and purpose. Help audiences find the information they need quickly using plain language, clear organization, and meaningful calls to action while maintaining a warm, approachable tone.

Print

Print communications often invite deeper engagement. Balance thoughtful storytelling with clear hierarchy and concise writing, creating pieces that feel polished, credible, and enduring.

Social Media

Meet audiences where they are with conversational, engaging content that encourages curiosity and connection. Be authentic, approachable, and audience-focused while staying true to the University of Arizona's voice.

Out of Home

Capture attention quickly with concise, memorable messaging. Every word should work hard, communicating a clear idea that is easy to understand at a glance.

News

Communicate with accuracy, transparency, and credibility. Present information clearly and objectively while reflecting the expertise, impact, and humanity of the University of Arizona.