The visual identity is just one component of a successful brand; the tone and “voice” of our words is another.
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.
All of our marketing writing should be smart, confident, and bold—and should embrace and celebrate the endearing quirkiness that makes UC Santa Cruz so special.
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.
The small print: ready-to-use language ("boilerplate") for a range of purposes.