University Brand Guidelines: Brand Expression Scale
Our communications for external and internal audiences occurs on a spectrum of brand saturation, ranging from most branded to most foundational. Not everything we write needs to be, nor should be, written in our most branded voice; this expression scale helps us identify when to dial it up and when to tone it down. This allows us to make strategic, informed decisions on how we're writing for various mediums, audiences, and goals.
- MOST BRANDED
- Most branded is the purest, most saturated expression of our brand voice. You will use this most often for copy headlines.
- MODERATELY BRANDED
- Moderately branded is less saturated but still includes distinct brand expressions; most of your communications will fall under here, including body copy in print and digital applications.
- MOST FOUNDATIONAL
- Most foundational writing will include very little brand voice expression, for use cases like internal communications and technical writing (how to apply, financial aid, etc.).