Themes & Tone
UConn is a single institution made up of thousands of individuals, and thus can speak in myriad tones based on audience, content, and other considerations. No single communication or campaign should try to represent all themes or tones at all times — think of these as dials that can be turned up or down, depending upon usage.
Themes and tones are often used in relation to one another; ie, when talking about our collaborations, we speak with pride and emphasize our strengths and ideas, and we highlight how these are driven by our entrepreneurial spirit.
Themes: What We Say
Collaborative
The way UConn gets at its greatness is through its unparalleled collaboration across disciplines. Express the uniqueness of these collaborations, and the solutions that can be brought through an interdisciplinary approach.
Proud
UConn’s strength is found in its community, and the collective pride that stays with Huskies forever.
Unexpected
A consistent theme of the UConn brand is the unexpected nature of the cross-collaborations, the surprise-and-delight moments and the realization of the full breadth and depth of work across UConn.
Caring
At the heart of UConn’s impact is the deep care and thought given to the community, the region, and the world. Improving lives and making a difference are the core of UConn’s mission.
Active
UConn is a bubbling ecosystem of activity. With R1 status and dynamic research across disciplines, UConn is a vibrant community actively engaged across all of its facets.
Committed
UConn is relentlessly committed to its students, faculty, alumni, community, and impact through innovation and finding solutions to a variety of world challenges.
Creative
A culture of creativity empowers UConn students, faculty, and staff to bring fresh perspectives and ideas to every endeavor, driving innovation and impact across disciplines.
Entrepreneurial
An entrepreneurial spirit pervades UConn, inspiring every member of UConn Nation to pursue new ways of thinking and actively seek original ideas
Tones: How We Say It
Smart, Not Pretentious
UConn researchers are pursuing complex ideas across a wide array of topics, many of which require decades of inquiry in order to comprehend… and none of which can (or should) be fully covered using communication methods. Talk about the big idea in a way every person can understand, and include interesting details and facts that help explain; nut be mindful not to overuse insider terminology or minutiae as it may interfere with the clarity of the story.
Clever, Not Funny
Use wordplay and wit not to be funny or tell jokes, but to communicate big, complex ideas in ways that every person can understand and relate to.
Confident, Not Arrogant
UConn has pursued greatness for over 140 years, evolving and adapting with — and sometimes shaping — social and scientific progress all the while. Huskies are champions on and off the court — they drive economies, transform lives, and develop innovations that affect communities across the globe. There is no need to be arrogant when the truth alone is something to be boldly proud of.
Direct, Not Boring
Use clear, simple language to express ideas, but take care to ensure that stories are still engaging. Be clear, and be interesting.
