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Brand Voice

The brand voice is how we say what we need to say. It should feel consistent and unique to our university. Always reference the brand tone to ensure our voice is on brand, exciting and effective. Curating the tone of content based on your audiences allows for UC San Diego to better connect with them. Due to various age groups, knowledge of UC San Diego and role within the institution, its key to play up or down certain tone words (collective, consequential, agile, courageous and sincere).

General Audiences

For general brand awareness messaging, we should remain high level in our language but always maintain a clear and branded point of view that highlights UC San Diego’s impact, vision and place in the world.


The answers are out there, so out we go.
Some discoveries must be felt.
Exhilarating, eye-opening and a little bit scary. Just how discovery should be.