Editorial Voice and Tone

In general, the tone of Boston University communications should be vibrant, smart, bold, and authentic. The voice, or persona, for the brand should be confident, but also down-to-earth and personal. Boston University should not sound institutional, stilted, or overly authoritative. We want to speak clearly and simply, without artifice.

YOU STAND ON A STREET CORNER ON THE BU CAMPUS AND WHAT DO YOU HEAR?

EVERYTHING.

YOU HEAR THE RAUCOUS, BUZZING, ANIMATED SOUND OF THE WORLD SPINNING
AROUND YOU. YOU HEAR TWENTY DIFFERENT LANGUAGES SPOKEN IN A HUNDRED
DIFFERENT DIALECTS. YOU HEAR THOUGHTS YOUR BRAIN HASN’T WRAPPED ITSELF
AROUND YET, IDEAS SWIMMING UPSTREAM INSTEAD OF DOWN, PHILOSOPHIES
AND OPINIONS MOVING ACROSS ALL TIME ZONES AT ONCE. YOU HEAR, AND YOU SEE,
A VERITABLE COOL PARADE. FROM COMM. AVE. TO THE SOUTH END, THIS SOUND IS
ABOUT STUDENTS AND TEACHERS CONNECTING TO ONE ANOTHER REGARDLESS OF
HOW FAR THEY CAME, HOW DIFFERENT THEIR BACKGROUNDS. YOU STAND IN THE
MIDDLE OF THIS COSMOPOLITAN MELTING POT AND YOU SEE POSSIBILITIES ALL
AROUND YOU. AND YOU WONDER: DID YOU CHOOSE IT? OR DID IT CHOOSE YOU?

THIS IS WHERE FASHION MEETS HIGHER EDUCATION AND IT ALL LOOKS MODERN
AND COOL AND DECIDEDLY WITH-IT. WE CAPTURE BU DOCUMENTARY-STYLE ON
A STAGE POPULATED BY A CAST OF 30,000 OF THE MOST WORLDLY, ENGAGED,
INTERESTING INDIVIDUALS AROUND.