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      • Tone
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Language

Language

  • Introduction
    • Why Brand Matters
    • Positioning Statement
    • Brand Pillars
    • Rationale
  • Language
    • Tone
    • Messaging
    • Nomenclature
    • Grammar & Punctuation
    • Language Examples
  • Logos
    • The University of Virginia Logo
    • Logo Lock-Ups
    • Special Marks
    • Athletics Marks
  • Fonts
    • Type Design
  • Colors
    • Secondary Palette
    • White and Rich Black
    • Web Palette
    • Cavalier Orange
    • Download Swatch Palettes
  • Brand Art
    • Patterns and Shapes
    • Color Effects
    • Photo Treatments
    • Collages
  • University Brand Expressions
    • UVA Health
    • Batten
    • Curry
    • Data Science Institute
    • Miller Center
  • Photographic Style
    • Portraits
    • Candid/In-Situation
    • Grounds
    • Still Life/Textural
    • Incorrect Use
  • Web Guidelines
    • Web Logos
    • Web Color Palette
    • Web Fonts
  • Video Guide
    • Brand Integration
    • Story Development
    • Primary Video Elements

One of the most important elements of a brand is language. In this section we provide guidelines for developing language that reflects and reinforces the University brand.

These guidelines are intended for promotional applications such as marketing and advertising. They encompass the following topics:

Tone

Messaging

Nomenclature

Grammar & Punctuation

Language Examples

 

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P.O. Box 400229
University of Virginia
Charlottesville, VA 22904-4229
Phone
(434) 924-1400
Fax
(434) 924-0938
brandguidelines@virginia.edu
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