The verbal counterpart to the visual identity of the UNT brand plays a critical role in providing a consistent image of the university. The voice with which the university speaks can be a powerful way to distinguish our institution. Our voice allows us to clearly stake our brand position in a way that simultaneously fits who we are as an institution and as the individual parts of our organization — all with important, unique stories to tell.

Our voice is made up of two elements: tone and content.

• Tone is the style and manner of your writing, word choice, cadence and sentence structure.
• Content is the focus of the information in your materials, as well as how that information is woven together to best tell your desired message.

When you write in a way that captures the UNT voice through appropriate tone and content, your communications will be more effective.

While all content must always be accurate and follow the university’s style guidelines, write in a way that expresses the university’s creativity and innovation. Plan what you want to communicate before you begin writing. Ask yourself “How does my message support the university’s brand?” and “What does this say about UNT and my area?”

The language you use must demonstrate what kind of university UNT is and how we've defined ourselves in the marketplace. When you write or speak about UNT, ask yourself if your language is:

• Confident — knowledgeable and proud of UNT (its people, places and things)
• Friendly — warm, welcoming and supportive (also personable, collegial)
• Sincere — authentic, open, real, knowledgeable
• Inspiring — imaginative, proud, original

As a bold university dedicated to service, UNT speaks in the active voice with a friendly and casual, yet authoritative and knowledgeable tone.

At times, you will write in a more personable and friendly style, using “we” or “our” throughout the communication when referring to our university or people. This is common in letters or newsletter/magazine notes from our president or deans. However, it is not always appropriate, depending on the communication. Use of “the university” or “its” is more often the standard when creating more formal communications such as annual reports or other high-level publications.