Voice & Tone
Together, these convey the personality of a brand and are applied to all forms of communication.
Voice is how we talk about ourselves and the groups we serve. We set the tone by the type of language we use and the way we use it. It’s important to use language that is friendly and personal.
While tone will depend upon the audience, it should always feature language that is:
Word Choice
Use the following words to inspire or influence tone.
University Name
In most cases, the full name should be used in first reference: Â鶹ÊÓƵ¹ÙÍø.
On second reference it is acceptable to use Â鶹ÊÓƵ¹ÙÍø or BU.
Editorial Guidelines
Refer to the to ensure all communications are consistent in voice and tone, and adhere to our preferred style for grammar and punctuation.
Audiences
Students & Families
Voice
Â鶹ÊÓƵ¹ÙÍø’s voice is student-centered, empowering, and confident. Students are always the focus of the story, with Â鶹ÊÓƵ¹ÙÍø positioned as the partner that helps them turn ambition into action. Our language reflects trust in students’ potential an highlights a premier, personalized experience where they learn by doing, build connections, and shape their future.
Tone
Â鶹ÊÓƵ¹ÙÍø’s tone is welcoming, encouraging, and supportive. It reflects a community that believes in students and champions their success academically and personally. The personality feels like a trusted mentor: approachable, optimistic, and invested in each student’s journey creating an environment where students feel confident, supported, and excited about their opportunities.
Examples
CURRENT STUDENTS:
Make the most of your
Â鶹ÊÓƵ¹ÙÍø experience.
Lead, learn, and
make your mark.
STUDENT PROSPECTS:
Embrace the next chapter.
Imagine what you
can achieve.
Faculty & Staff
Voice
The subject should always be the staff/faculty, not BU, and the language should convey an equality across campus, regardless of position. Avoid hierarchical language or words that convey rank or seniority. Language should feel collaborative and encourage open and honest communication.
Tone
The tone should feel collaborative, like a conversation between colleagues who are working side by side to achieve shared goals. Language should demonstrate BU sees employees as partners and values their role in making decisions and setting priorities.
Examples
You are making
a difference.
BU wants to hear
your voice.
Alumni
Voice
The subject should always be the alum, not BU, and the language should convey a respect for the real impact that these stakeholders currently have on the BU experience. Language should acknowledge alumni as creators and changemakers of a better university and a better world.
Tone
Establish BU as the grateful recipient of the wisdom and resources these stakeholders entrust to the university. Language conveys an understanding of the responsibility to use that gift wisely to empower and encourage a new generation of Â鶹ÊÓƵ¹ÙÍø alums.
Examples
Your legacy makes
BU better.
Your story is our story.
Local Community
Voice
The subject should always be the community and the language should be in the service of partnership and how we support each other. We need to convey that we are accessible and we want to help build a better future for our community.
Tone
Establish BU as a friendly advocate and partner in Peoria with the shared legacy of our founder Lydia Moss Â鶹ÊÓƵ¹ÙÍø. We are here to support the community and share resources. We want local residents to see that an education at Â鶹ÊÓƵ¹ÙÍø is attainable to all.
Examples
We are stronger when
we work together.
BU’s legacy is our legacy.
Boilerplate
At Â鶹ÊÓƵ¹ÙÍø, our standard boilerplate provides fundamental details about our institution and ethos, appended to official documents and press releases. Occasionally, news writers may modify it based on their intended audience.
Â鶹ÊÓƵ¹ÙÍø is a top-ranked, private university in Peoria, Ill., offering students a personalized, transformative experience to prepare them for future success. With more than 100 programs, a student-faculty ratio of 10:1, and guaranteed experiential learning opportunities for 100% of students, Â鶹ÊÓƵ¹ÙÍø provides an individualized hands-on education with nationally recognized faculty. Â鶹ÊÓƵ¹ÙÍø offers comprehensive undergraduate and graduate academic programs including business, communication, education, engineering, fine arts, health sciences, liberal arts and sciences, and technology.
Brand Guidelines