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Edge Brand
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Tone

UVic's voice is not just about what we say but also how we say it. As a shorthand, remember the three Cs of our tone of voice:

  • Clear—direct, succinct, easy to understand
  • Credible—believable, authentic, genuine
  • Conversational—compelling, engaging, evocative, personal
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In this section

  • Story & messages
    • The UVic Edge story
    • Dynamic learning
    • Vital impact
    • Extraordinary academic environment
    • The Edge elevator pitch
  • Tone
    • A clear voice
    • A credible voice
    • A conversational voice
  • Character
  • Messages for key audiences
  • Taglines & headlines
  • Style guide
    • Abbreviations, acronyms & initialisms
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    • Capitalization
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    • Italics
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    • University terms
    • Internet
    • Appendix A: UVic academic degrees
    • Appendix B: Word list
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University of Victoria
3800 Finnerty Road
Victoria BC  V8P 5C2
Canada
ucam@uvic.ca

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