{"id":34,"date":"2019-06-03T16:11:57","date_gmt":"2019-06-03T20:11:57","guid":{"rendered":"https:\/\/www.bu.edu\/brand\/?page_id=34"},"modified":"2023-12-01T10:02:16","modified_gmt":"2023-12-01T15:02:16","slug":"voice-tone","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/brand\/guidelines\/voice-tone\/","title":{"rendered":"Voice &#038; Tone"},"content":{"rendered":"<h3>If our brand were a person, this is what they would sound like.<\/h3>\n<p>Our voice is vibrant, smart, bold, and authentic. We\u2019re confident, yet down-to-earth and personal. We shouldn\u2019t sound institutional, stilted, or overly authoritative. We want to speak clearly, simply, and see the world through our audiences&#8217; eyes, not ours.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If our brand were a person, this is what they would sound like. Our voice is vibrant, smart, bold, and authentic. We\u2019re confident, yet down-to-earth and personal. We shouldn\u2019t sound institutional, stilted, or overly authoritative. We want to speak clearly, simply, and see the world through our audiences&#8217; eyes, not ours.<\/p>\n","protected":false},"author":14430,"featured_media":0,"parent":23,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"_links":{"self":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/34"}],"collection":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/users\/14430"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/comments?post=34"}],"version-history":[{"count":8,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/34\/revisions"}],"predecessor-version":[{"id":797,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/34\/revisions\/797"}],"up":[{"embeddable":true,"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/pages\/23"}],"wp:attachment":[{"href":"https:\/\/www.bu.edu\/brand\/wp-json\/wp\/v2\/media?parent=34"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}