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Personality, Voice & Tone

Every communication not only conveys information, but also leaves an impression. 

Familiarize yourself with Northwestern's personality, voice and tone.

Personality

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.

We are:

  • 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”?

Content Examples

Read example copy that illustrates how to use our brand voice successfully.

Tip: Sound empowering

"Whatever direction you take, this is your starting line."

Tip: Illustrate variety

"What will you get into outside of class? No matter what your interest, you can bet there’s a club or an event to match—along with future lifelong friends and memories."

Tip: Describe intersections

"As an undergraduate at Northwestern, not only do you have the option to engage in scholarly research, regardless of your school, but your options for undergraduate research are almost endless."