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Voice and Tone

The UH voice is confident, progressive and authentic. We’re efficient with our copy. We choose to use shorter, more direct words to make our points clearly and succinctly. Our stories and accomplishments speak volumes on their own. We just need to tell them.

Our brand positioning statement is informed by the following tonal words that reflect the University’s personality:

  • Approachable
  • Practical
  • Bold
  • Progressive
  • Direct
  • Aspirational

Use these words to guide you when developing communication pieces. Not all the tone words are used in every piece. They can be dialed up or dialed down depending on your audience and message. All UH communications should reflect at least two of these tone words.