Story & messaging

Diversity & equity

UVic is committed to fostering a respectful and welcoming environment—one that is equitable, diverse and inclusive—and this should be reflected in our branding through storytelling, language and visuals.

Our communications and marketing materials should feature the diversity of students, faculty and staff on campus as it relates to age, ethnicity, gender, religion, ability and sexual orientation.

Always use inclusive language. Tell stories and choose visuals that speak to the key messages and reflect the diversity of experiences on campus.

Our story

In today's rapidly changing world, we are faced with the task of honouring our past while forging a better future. We believe people, place and planet exist not just individually, but as interconnected components of our daily lives.  

Our community is a mosaic of diverse perspectives united by a common purpose: creating a better world. We celebrate our polarities and let them energize us. We're a community—we raise each other up—and we’re renegades ready to disrupt what stands between us and a better world. 

We believe in the power of ‘we’ by embracing industry and community partnerships in our classrooms and our research. We know we can’t drive change by ourselves—we are a convenor, a catalyst and a contributor.  

Our commitment to shedding colonial legacies and embracing traditional values is embodied in our approach—ÁTOL,NEUEL—a dedication to working with respect for one another and our environment. This isn't just about individual actions; it's about building a stronger community for generations to come. We strive to create and sustain transformative solutions that benefit all.  

We get our hands dirty, jump in with both feet. Living classrooms and real-world career prep, through one of Canada’s leading co-op programs, sharpen our minds. Innovations and critical discoveries on the ocean and in the field quicken our hearts. 

We love this place. Our beautiful west coast campus is more than just our natural classroom—it serves as a constant reminder of what we stand for and what we aspire to achieve. By nurturing minds and fostering a sense of belonging, we pave the way for a brighter future where communities thrive. Because we know where minds flourish, so too will our future. 

Messaging

As much as possible, our messages speak to UVic's distinct characteristics, strengths and values: climate, health, ÁTOL,NEUEL​ and career-ready students. We weave these themes into our stories, posts, photos and more.

Key messages

• we share a common goal, that in this place, people change our planet
• we believe people, place and planet exist not just individually, but as interconnected components of our daily lives
• we improve the world through environmental impact and climate research
• we lead a unique, integrated approach to ensuring healthy, sustainable and equitable communities
• we aspire to the values of ÁTOL,NEUEL—to respecting one another and maintaining right relationships with all things
• we get our hands dirty with our living classrooms that prepare career-ready students with co-op programs and field courses
• we believe in the power of 'we' by embracing industry partnerships in our classrooms and our research. We know we can't drive change by ourselves—we are a convenor, a catalyst and a contributor.

Example language

We've developed phrases and sentences to use in your communications to help create a unified and distinct UVic in a competitive landscape.

Voice

Our brand voice is the unique personality UVic presents to the world. It helps people recognize and remember us.

While UVic is a place full of diverse voices, we strive for consistency through all communications (e.g., social, web, ads, speeches and presentations). 

Our voice can dial up or down depending on audience, but there's one key tenet we follow:

Our voice is friendly, interesting and natural.

Key features of our voice

• we're proud but we don't boast
• we're minimalist in our language but we aren't boring
• we're future-focused but not out of this world
• we're solutions-focused but we don't like to do it alone
• we're smart but not pretentious
• we're bold but not reckless
• we're committed but not inflexible
• we have a point of view but we're not dogmatic

Tips

• be human and humble; be friendly and honest; be warm and personal
• have a conversation, write like people talk—pretend someone is listening
• be the friend everyone wishes they had—trustworthy, interesting, open and respectful of boundaries
• use 'us' instead of 'me and you'—speak more about 'you' than 'we'

Graphics

Our brand is known for using bold graphics that reflect our personality and reinforce brand recognition. They draw on the “V” from the UVic mark, representing the interconnection of people, place and planet.

Our graphics are directional—you can use them to create a sense of moving forward and to highlight important story elements.

They should not detract from the message, overpower important information or compromise accessibility.

Style guide

We have an in-house editorial style guide for anyone working on UVic communications. Our style guide is a go-to source of how to be consistent with those tricky or uncommon terms such as when to use alumni versus alumnae, is enrolment with one l or two, should we use PhD or Dr.