Our digital voice communicates the essence of the Syracuse University brand. While our personality remains constant, our tone shifts to meet the user's emotional needs at different points in their journey.
Our Digital Voice
A consistent voice creates familiarity and trust. This should be apparent in every element of our online presence—from the vocabulary we choose to our imagery and layout.
The SUpal voice is: Friendly, Conversational, Warm, Inviting, and Informative.
Adaptive Tone
Tone expresses the "mood" of the voice. While our voice remains steady, we adapt our tone based on the subject matter or audience.
- Formal/Direct: Use for academic integrity, policy updates, or security notifications.
- Inspiring/Enthusiastic: Use for student leadership, campus life, or commencement highlights.
The Essentials of Style
Use Active Voice Active voice makes your writing more direct and engaging by ensuring the subject performs the action.
- Active: The instructor reviewed the assignment.
- Passive: The assignment was reviewed by the instructor.
Speak Directly to the User Users feel more connected when content speaks to them directly. We encourage writing in the second person ("we" and "you") to create a personal connection.
- Personal: "We are excited to welcome you to campus."
- Detached: "The University is excited to welcome students to campus."
A Simple Distinction
| Tone is... | Tone is NOT... |
|---|---|
| What you choose to say | A mission statement |
| How you present the message | A brand value |
| The specific words you use | A different voice for every audience |