Voice & Tone


Our brand’s voice conveys the University’s personality and point of view.

We are:

Leaders. We change things. We compel action and learning by bold example.

Imaginative. We see the everyday as never seen before.

Daring. We are prepared to pursue the unknown.

A strong voice helps to establish consistency across all communications. It helps to grab our audience's attention, and helps us establish a connection with them.


Our brand’s tone reflects the type of conversation we’re having with our audience. Tone can be conveyed in words, and through images and design.

Our tone is:

Engaging. We speak directly to YOU. We relate research and discoveries to your life.

Intriguing. We give you information, yet we also leave you wanting to see more.

Motivating. We invite you to take part in our discovery, or to take action on your own.