ATTENTION: ¶¶Òõ̽̽ is transitioning to a new brand including logos, colors, and fonts. This legacy page will remain available as a resource during the transition, but for all new materials we ask that you refer to guidance our Brand Guide at .

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When writing any form of copy for ¶¶Òõ̽̽, remember the tone we are setting for ourselves informed by our positioning statement:

Elevating Humankind

This means that we do all things with purpose. We hold ourselves to high academic and personal standards, so that we can pursue life-changing missions with the attention they deserve. Our passions align with our career choices. And our day-to-day studies, research, and more are impacting a much bigger picture.

These thoughts should always inform the voice and tone of headlines. In short, “our work here helps the world at large.â€

Tone words that reflect the personality of the institution:

  • Passionate
  • Active
  • Genuine
  • Open-Minded
  • Determined
  • Intellectual
  • Approachable

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Headline Tone

The headlines you see here bring our tone words and positioning statement (Elevating Humankind) to life in a short, digestible form. They serve as mantras that communicate our new creative narrative in a way that speaks to a wide range of audiences— specifically, students, teachers, staff and visitors.

  • Genuine Ingenuity
  • Doing All Things with Purpose
  • The Academic Ecosystem
  • The Living Classroom
  • In Partnership with the World