Personality, Voice & Tone
Every communication not only conveys information, but also leaves an impression.
Familiarize yourself with Northwestern's personality, voice and tone.
To ensure that our communications carry a strong and consistent voice, use these personality traits as a guide.
At Northwestern, we are intellectual thrill-seekers.
- Ambitious: Driven, bold, and confident, without arrogance
- Imaginative: Seeking opportunities to discover, invent, and create
- Optimistic: Confident that the best ideas are yet to come
- Curious: Motivated to explore, excited by solving a problem
Voice and Tone
Our communications should carry a certain tone to express our personality.
Strike a positive tone
Much of what we do at Northwestern is serious and complex. Strike a positive tone that focuses on impact, presents complex ideas in simple language, and celebrates successes.
Take the reader on a journey
The core of the Northwestern Direction idea is that the mindset that’s learned here guides us to far-reaching, sometimes unexpected places. Language and metaphors that speak to the journey traveled or the path taken paint a clear picture for readers.
It sounds like something written by people who went here or excel here
Does the communication carry a tone that says, “This must be from Northwestern”?
Read example copy that illustrates how to use our brand voice successfully.