Tone of voice

We're friendly, welcoming people

• We’re positive: Our tone of voice is positive and inspiring. We use uplifting, stimulating and energetic words.
• We're friendly and warm: Our language reflects this but should not be over-familiar, patronising or vague. 
• We're inclusive and accessible: We always use inclusive language (and images) that promote and embrace the University's diversity and equal opportunities policies. 
• We're true to our values: Our brand values are Respect, Inclusion, Sustainability and Collaboration. 

We're people people

• We’re conversational: We have conversations with people and engage in dialogue, and enjoy a good debate. We don’t resort to jargon, complex sentences or language, and we don't over-intellectualise or look for long words when short words will do. We use contracted language such as we’re (rather than we are) which builds a conversational tone.
• We’re personable and we connect: We empathise with the person we're talking to, and move easily between colloquial and professional language and words. But we don’t talk down; we always talk on the level.

We're a positive, creative community

• We’re upbeat: We use positive language and words that have action and energy. This doesn’t mean we need to shout, but we're confident in our opinions and want our voice, and the voices of our community, to be heard.
• We’re provocative: Contrasts get the mind working. Our tone of voice should bring the essence of our contrasting Word Pairs to life to provoke abstract and innovative thinking.

We celebrate our long heritage

• We’re proud: We’re the university of choice for courses with Professional Creativity at their core. Built on tradition, our teaching evolves to stay current with the needs of employers today. We make sure that, where necessary, our tone reflects our pride and confidence in this position. We talk through many people, sub-brands and initiatives, and we have created a vehicle for doing this whilst keeping everyone close to our brand.