Skip to main content
Brand Guidelines Brand Guidelines
  1. UC San Diego Brand Guidelines
  2. Voice and Messaging
  3. Messaging

Messaging

Messaging is what we say and why we say it. While there are no specific topics, stories or subject matter we must adhere to, all communications should keep in mind the brand positioning and pillars. Make sure to communicate ideas that excite readers, encourage them to engage and leave a positive and eye-opening take away about UC San Diego. Messaging should focus on real moments of discovery from current students and alumni, the real-world impact that our research and outreach inspires, the culture, diversity and student life on campus and general messaging to promote UC San Diego as a brand.

While there is no limit to the ways our messaging can reach our audience, we’ll explore how the brand exists in commonly used headlines and body copy expressions.

Headlines

Headlines are a quick way to grab a reader’s attention and communicate an idea. They should be succinct, bold, thought-provoking and on brand. They can be complete thoughts or provocative thought starters or questions that are expanded upon through sub copy.

EXAMPLES:

HOME IS WHERE THE UNKNOWN IS.
PUT YOURSELF OUT THERE — WAY OUT THERE.
1,341,120 ft. HOW FAR WILL YOU GO TO CURE CANCER?
DOWN HERE ONLY BACTERIA CAN SURVIVE. WE GOTTA MEET THESE BACTERIA.
YOU CAN’T GO ANYWHERE WITHOUT COMING FROM SOMEWHERE.

Thought starters for headline writing:

  • Ask a provocative question.
  • Make a bold statement or fact that few people are aware of.
  • Pair a scientific fact with an emotional mindset.
  • Juxtapose big ideas or moments with smaller, intimate ones.
  • Question the impossible and explore what ifs?
  • Let out the inner thoughts of a featured subject in the moment.

Body Copy

Body copy should be to the point, engaging and digestible. Opening longer portions of copy with an eye-catching or thought-provoking hook is a good way to draw readers in and keep their attention. Language should weave in themes, ideas and mindsets that are drawn from the brand positioning, pillars and tone.

EXAMPLE PAIRED WITH HEADLINE:

THE MOST FAR OUT PLACE IS A BLANK CANVAS.

Some see the stark white expanse as a daunting undertaking. We see it as an invitation, a dare to create something never before seen and feel something never before felt. With 100+ undergraduate majors and graduate programs at our School of Arts and Humanities, there’s no end to the far-out places you can go without leaving the page.

Common Themes for Writing Body Copy

There are several common themes throughout our brand messaging that can be used as thought starters for both body copy and headlines alike. These themes can be paired with or used as a lens with more specific ideas or stories that are being written about.

  • Chasing and finding comfort in the unknown.
  • Embracing curiosity.
  • The endless drive to pursue knowledge and understanding.
  • Embracing local and worldly cultures and San Diego’s heritage.
  • Celebrating our new history and agile, open-minded nature.
  • Thinking further even when it’s from a place within.
  • Getting out in the world and out of comfort zones.

Messaging Best Practices

Grab attention, and hold onto it.

Our messaging should instantly grab our readers attention and leave them wanting to engage more. Use provocative questions, captivating insights or clever phrasing to set up your headlines or body copy hooks, and use subsequent copy to answer or elaborate on these insights.

We’re all human here.

So let’s talk like humans naturally do. Make sure language is relatable, conversational and excitable. Avoid clichés, marketing jargon and overly verbose or lofty language.

Less is more.

Headlines should be bite-sized but still pack a punch. Body copy shouldn’t be a chore to read. Keep language to the point and as brief but bold as possible. This may require rewording, reordering or finding new ways to articulate the same idea in a more effective way.

Stay curious.

Curiosity is an integral part of our brand, so let’s inspire our audience to tap into their own curiosity. Our aim isn’t to simply tell them things — we want them to join the conversation, ask their own questions and inspire discovery and engagement. Using open-ended questions, countering conventional thinking and exploring the whys and why nots of our world are effective ways of sharing our curiosity through simple messaging.

Be bright.

Our brand is bright, vibrant and exciting. Let’s make sure our language conveys the optimism and joy that comes from exploring the unknown. Yet, we must remember that we are leaders in research, education and health care, so make sure we still maintain a sense of pride and professionalism and avoid overly funny or whimsical language.