The visual identity is just one component of a successful brand; the tone and “voice” of our words is another.
Who are you writing for?
We all change our conversational styles when talking to different people—you’d speak differently in a job interview than you would going out with friends. It’s the same with writing.
Tone and style
All of our marketing writing should be smart, confident, and bold—and should embrace and celebrate the endearing quirkiness and spirited striving for positive change that make UC Santa Cruz so special.
Editorial Style Guide
Capitalization, hyphenation, comma usage, and more—your many questions are answered here. The UC Santa Cruz Editorial Style Guide provides a set of rules for clear and consistent communication.
Content style guide
Creating new content or editing existing messaging can be harder than it seems! This guide can help make sure everyone involved in creating, editing, and approving your content—whether a team of 1 or a department of 1,000—is on the same page when it comes to how your online content is written and organized.
