Brand Voice and Writing Style
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Brand Voice
The University’s brand voice is how we express U of G’s unique personality and identity. It’s how we communicate our values through the language we use and the way we convey information. Our voice should remain consistent so that our identity remains consistent across all forms of communications.
Brand Descriptors
The following brand descriptors aim to capture the University’s unique personality traits and can be utilized to inform content and style:
Savvy
We are savvy, through our ability to harness creative energy to find effective solutions. We know our audiences well and deliver intelligent, not over-the-top, ways to connect with them.
- The education you need, for the life you want.
- International Barcode of Life will change the world.
- Only through the arts can we find the imagination to solve our greatest challenges.
Curious
We are curious, with a constant desire to learn and improve. Curiosity drives us to think critically and lead the change towards a better future.
- From engaging with the broader community to creating innovations, our students and faculty are always looking to Improve Life. Are you ready?
- New Mechatronics Engineering Major Prepares Students for AI Future
- Leading change through education and innovation.
Grounded
We are grounded, able to build trust by deploying our intelligence and credibility in a relatable, sensible, realistic and unpretentious way.
- We prepare you for whatever the future brings, so you can find success in your education, career and life.
- Discover how our research is building a sustainable future.
- Up to the Challenge: Shaping a brighter future through research, innovation and collaboration
Respectful
We are respectful and committed to creating a more equitable and inclusive community for all students, faculty and staff.
- Here at the University of Guelph, we believe someone’s ability to access a quality education should not be limited by their finances.
- At the University of Guelph, we strive to create a space where students have the courage to be creative, to dare to be different and the opportunity to Improve Life.
- We believe by working together we can each play a vital role in safeguarding the health of our community and create a Healthy Campus.
Brand Tone
Just like an individual, how we express our personality can vary depending on our audience and context. The ability to adjust our brand tone based on the situation allows us to be flexible and intuitive while remaining authentic and recognizable.
The tone of a social media post reminding alumni to attend a reunion will be different from that of a printed annual donor report or a brochure targeted at potential students. The underlying promise to Improve Life, however, remains the same.
Our voice should always be age and gender neutral, and free from bias. Keywords that inform our tone and manner in design and content writing are:
- For sensitive communications: Formal, Succinct and Credible
- For student-focused content: Respectful, Conversational and Personable
- For future-forward marketing: Passionate, Optimistic and Informative
Articles and Stories
Whether it’s a news release, internal article or research profile, the stories we tell at U of G are human stories first. They focus on how our people, discoveries, achievements and events Improve Life in an easily understandable, engaging way.
Your headline is your first, and often only, impression. Focus on telling readers the benefit to them or to society at large. Identify what is core to your story and craft a compelling headline that can spark curiosity and draw in a general audience.
Structure the body of the story so it starts with the most critical information, followed by supporting information.
Use grounded, plain language suitable for non-academic readers, replacing jargon with everyday words. Ensure your stories are clear and concise and avoid overburdening readers with too much information. Instead focus on communicating what is essential and relevant to your audience without using cliches and hyperbole.
INCORRECT: U of G One Health Program Receives $2.7 Million From Canadian Institutes of Health Research
CORRECT: First National One Health Training Program to Prepare Leaders for Next Pandemic
INCORRECT: U of G College of Arts Grad Wins Winegard Medal
CORRECT: Mature Student Felt She Wasn’t ‘University Material,’ Graduates Top of Class
INCORRECT: Breaking Barriers: New Way to Use AI in Hospitals Developed at U of G
CORRECT: New AI Tool by U of G Researchers Helps Doctors Catch Early Cancer Signs
Writing Style Guide
Our writing style guide outlines the essential rules for writing in the U of G voice to ensure brand consistency across internal and external communications.
The University of Guelph utilizes the Canadian Press style, except for a few cases. For spelling, refer to the Canadian Press Caps and Spelling guide or the Canadian Oxford Dictionary.
Highlights from our style guide:
- Use “the University of Guelph” first, then “U of G” after. Never use just “Guelph” to refer to U of G. Do not use “the” with U of G.
- Do not use the Oxford comma.
CORRECT: She has a BA, an MA and a PhD.
INCORRECT: She has a BA, an MA, and a PhD. - Use “Dr.” for any first reference to an individual with a post-doctoral degree, then only their last name after.
- Use capitals only for official titles, in headlines and in proper nouns. Use lowercase for titles of senior University administrators.
CORRECT: Dr. G. Riffon, associate vice-president (academic), spoke to Senate today. - Write out numbers from one to nine; use figures from 10 on.
- For dates, abbreviate and use only numerals: Jan. 1, Feb. 1…
There are many other important rules, so be sure to review the full Writing Style Guide.
