Staying on message with the UW–Madison brand goes beyond what we say — it’s also how we say it. Our set of tonal words serves as a launching pad for the voice and tone of the UW–Madison brand, while our editorial style guide ensures consistency and professionalism that reflect a world-class university.
Brand tonal words
Our brand tonal words capture the essence of UW–Madison’s brand platform in a powerful, relatable way. These words shouldn’t be used as a checklist; rather, they should be a point of reference as you work to align your messaging with the overall personality of the brand. Based on the nature and audience of your materials, there is flexibility to scale up some tonal elements over others.
We’re driven by discovery, and are always looking for what’s next rather than being satisfied with what has already been achieved.
- In use: bold and prideful, but not pretentious
- Audience scale up: students, prospectives, alumni, internal, external
We’re never pompous or unnecessarily elevated. We are welcoming and inclusive to all ideas and all people.
- In use: relatable, genuine, and authentic, but not self-deprecating
- Audience scale up: students, prospectives, alumni, internal, external
We have been doing things our own way for quite some time. Why stop now? Note, however, that unconventional does not mean unnecessarily frivolous or pointless. Our unconventionality always has a direction and point of view.
- In use: creative, vivid, and witty, but not unprofessional or inappropriate
- Audience scale up: students, prospectives, alumni
We are driven to make change. That means looking at problems from different angles and welcoming options that differ from our own, all with the aim of making strides toward a better future.
- In use: ambitious, forward-thinking, and achieving, but not boastful
- Audience scale up: students, prospectives, alumni, internal, external
We are a land-grant university that was founded on a purpose. We do not communicate with fluff or unnecessary language. Our communication is always driven and deliberate.
- In use: active, concise, and clear; without fluff, jargon, or clichés
- Audience scale up: students, prospectives, alumni, internal, external
We work tirelessly toward our goals, not stopping until we’ve reached them. And when we do finally reach them, we set our sights a little farther down the line. We are always pushing toward the future, because we know that is how we can make it brighter.
- In use: inspiring and engaging, but not hyperbolic
- Audience scale up: students, prospectives, alumni
Every day, we work within our means and capabilities to achieve tangible success. Similarly, our tone should never sound too lofty or become separate from our concrete successes and goals.
- In use: Curious, thoughtful, and intellectual, but not preachy or arrogant
- Audience scale up: students, internal
Editorial style guide
The UW–Madison Editorial Style Guide is a central reference for terminology specific to UW–Madison as well as common points of style such as capitalization, abbreviation, and punctuation.
How to stay consistent
Choose a primary style guide as your foundation — either the Chicago Manual of Style or the AP Stylebook.
- We generally recommend Chicago style. UW students, faculty, and staff can automatically access the online Chicago Manual of Style with a campus internet connection via a UW Libraries subscription.
Use the UW–Madison Editorial Style Guide as a supplement to your primary style guide. It should override just a few points of style that help ensure consistent usage across campus and preserve brand recognition.
- Use the search tool or browse all entries for any specific style questions you have.
Note that the UW–Madison Editorial Style Guide is largely based on Chicago style, with a few notable exceptions.
- These exceptions include numbers (we spell out zero to nine, then use numerals for 10 and above); em dashes (we use spaces on both sides); and abbreviating United States (we use periods: U.S.).
Consult a dictionary for preferred spellings not found in the UW–Madison Editorial Style Guide or your primary style guide.
- We recommend Merriam-Webster’s Collegiate Dictionary.
Our name
First reference (especially for external audiences):
- the University of Wisconsin–Madison (full, official name; note the en dash instead of a hyphen)
- Capitalize The only as a formal title in a formal reference or when the phrase stands alone, such as in the headline of a program. Generally, however, lowercase the, especially when it appears within a sentence. (E.g., “Some 40,000 students attend the University of Wisconsin–Madison each year.”)
Acceptable second references:
- UW–Madison (typically no the; e.g., “welcome to UW–Madison,” not “welcome to the UW–Madison”)
- the UW (e.g., “welcome to the UW”)
- university (lowercase as a standalone; e.g., “welcome to the university”)
Other writing tips
Make sure your writing is accessible to a wide, external audience; avoid internal jargon, acronyms, and overly technical terminology. Remember that your audience may have diverse backgrounds and interests and varying familiarity with your topics or units.
Establish the audience you’re targeting before you start writing. The narrower the audience, the more precise the messaging can be. Remember that effective messaging will likely be different for faculty and staff compared to, say, prospective students. (For example, a standalone photo of a Terrace chair may be enough to evoke affinity from alumni, but not necessarily from a prospective student.)
Always think about your audience as you write. What do they need to know? Why should they care? Your audience should guide your every word.
Tirelessly fact-check. If you can’t confirm a statistic or back up a talking point, write around it. Accuracy and authenticity are essential.
Reference UW–Madison’s tonal words and brand voice. Capturing the essence of UW–Madison in a short space can be a considerable task, but referencing the tonal words serves as a good starting point. Read your copy aloud and ask, “Does this sound like the UW–Madison I know?”
Provide proper context. We know that Terrace chairs are iconic, “Jump Around” is a timeless tradition, and Bascom Hill is a tiring trek, but people who have never visited campus may not know what those things are or why they should care. Words and visuals should complement each other to provide necessary context and evoke positive feelings.
As with any brand, differentiation is the key. Highlight aspects of UW–Madison that make us different. Consider calling upon academic rankings, enrollment numbers, renowned research findings, notable alumni, popular campus destinations, and similar points of pride. Here’s just a start: Vitamin A. Vitamin B. Embryonic stem cells. Lake Mendota. Wisconsin Idea. Sifting and Winnowing. Pink flamingos. Lady of the Lake. Bascom Hill. State Street. The Capitol. Camp Randall.
Spellcheck. Proofread. Repeat. Remember, your materials represent the entire university and a world-class academic institution.