Editorial

We identified five brand tone words to help us create a brand voice that's able to flex for different audiences. Each word represents an important and indivisible quality of our brand that may be dialed up or down as appropriate.

Brand tone words: Challenging, Distinguished, Classic, Catalytic, Exciting

All communication efforts – from printed brochures to websites to news to social media – should use the tone words as a guide. We strive to use a voice of confidence, excitement, and authenticity in our communications, talking “with” our audiences as opposed to “at” them. It is our goal to be approachable in tone of voice, and to provide relevant information. So, first person is desirable, and conversational style preferred. Full sentences are not required.

Headlines

Headlines should entice. They should grab people's attention immediately and get them to commit to reading on. Because if they don't, no matter how important or compelling the story is behind them, everything else will go unread.

The best headlines convey a single key idea. Don't weigh down a good headline by trying to fit too much into it. And importantly, use the brand tone words as a filter. Make sure it feels "on-brand." And if you find yourself struggling, always choose clarity over clunky. A good, straightforward headline beats a bad or confusing headline any day

One of those places other places will never be.

VS.

Our beautiful campus, academic excellence, and traditions make us uniquely different.


Our campus speaks for itself, unless you’re too far away to hear it.

VS.

You've got to see our campus to believe it.

Long Form

This is where our brand voice can really come alive to tell great stories and flex to speak to specific audiences. It's also where we can lose someone quickly if we're not careful. So make words count. Stay on topic and get to the point. Speaking to prospective students? Change up the cadence. Use shorter sentences. Speaking to key opinion leaders? Add more structure. Give details. But no matter who you're writing to, use the brand tone words as a filter to adjust the copy for that specific audience.

Example:

Wisdom. Prestige. Inspiration. You can feel it in the air. This is an uncommon place. One of only a handful of universities to be named a Public Ivy. A storied university with a history of making history and a long tradition of honoring tradition. Steeped in beauty. Rolling grounds that explode a million shades of green and brick and amber and red and gold. Punctuated by restless and wide-open minds. Every one of them talented, daring, and determined to
blend out.

This place. These people. What happens here. You need to see for yourself. Experience it for yourself. Hear the Beta Bells ring goodnight while cramming for an exam. Feel the electricity in the air during a Division I hockey game in the Goggin Ice Center. Walk in the footsteps of scholars and senators, a Super Bowl-winning quarterback, and a U.S. president. See where thousands have come before you to be exceptional, to go all in, and to feast on life. See where others have come to learn and live without pause.

News Style Guidelines

Miami uses The Associated Press Stylebook (commonly referred to as using "AP Style") as the foundation for our editorial style guidelines.  The dictionary to be used with AP Style is Webster's Collegiate Dictionary, and the preferred reference manual for questions not answered in the AP Style Guide is Words Into Type

News and Communications adheres to AP Style for all articles, releases, and features. The guide does not apply to scholarly or academic works, such as research papers or grant applications; those documents should follow the style requested by their corresponding journal, research institution, etc. Marketing and Creative Services uses a modified version of AP Style.

Miami In-Text Reference

In textual content, the full name Miami University should be used on first reference, with Miami being the preferred additional reference.