{"id":83,"date":"2026-08-06T15:42:02","date_gmt":"2026-08-06T15:42:02","guid":{"rendered":"https:\/\/wwwtest.ucf.edu\/brand\/?page_id=83"},"modified":"2026-09-15T16:42:45","modified_gmt":"2026-09-15T16:42:45","slug":"writing-overview","status":"publish","type":"page","link":"https:\/\/www.ucf.edu\/brand\/writing-overview\/","title":{"rendered":"Writing Overview"},"content":{"rendered":"\n<section class=\"wp-block-group alignfull brand-section is-layout-constrained wp-block-group-is-layout-constrained\"><nav class=\"brand-index wp-block-ucf-brand-section-index\" aria-labelledby=\"brand-index-title-1\"><h2 class=\"brand-index__title\" id=\"brand-index-title-1\">UCF&#039;s Brand Writing Elements Include:<\/h2><ul class=\"brand-index__list\"><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#brand-voice\"><span class=\"brand-index__num is-style-meta\">2.1<\/span><h3 class=\"brand-index__label\">Brand Voice<\/h3><\/a><p class=\"brand-index__desc\">The characteristics of how we sound, complementing our brand personality<\/p><\/li><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#brand-messages\"><span class=\"brand-index__num is-style-meta\">2.2<\/span><h3 class=\"brand-index__label\">Brand Messages<\/h3><\/a><p class=\"brand-index__desc\">Key phrases and themes that highlight our strengths and impact<\/p><\/li><li class=\"brand-index__item\"><a class=\"brand-index__link\" href=\"#general-standards-and-style\"><span class=\"brand-index__num is-style-meta\">2.3<\/span><h3 class=\"brand-index__label\">General Standards and Style<\/h3><\/a><p class=\"brand-index__desc\">Details big and small for consistency across everything we write<\/p><\/li><\/ul><\/nav><\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"brand-voice\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">Brand Voice<\/h2>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Our brand voice builds on our personality, further personifying UCF so we sound authentic and feel familiar to our audiences.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">Reflecting our distinct perspective and attitude, our voice comes through in our writing style, the words we choose and even the structure of our sentences. Filtering all content through this brand voice lens helps make our writing interesting, engaging and recognizable.&nbsp;<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">To illustrate our brand voice traits, we show a scale: It\u2019s important to strike the right balance to ensure our voice doesn\u2019t veer off-brand.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-group is-style-paper is-layout-constrained wp-container-core-group-is-layout-781ba673 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-461897f4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"is-style-meta wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;text-decoration:none;text-transform:uppercase\">\u2190 Vague or Cautious<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p class=\"has-text-align-center has-display-font-family has-heading-4-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;font-weight:700;letter-spacing:0.04em;text-transform:uppercase\">Confident<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"has-text-align-right is-style-meta wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;text-decoration:none;text-transform:uppercase\">Nervier or Cocky \u2192<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"is-style-muted has-card-dark-color has-text-color has-link-color has-ui-font-size wp-elements-1 wp-block-paragraph\">We have talent and vision \u2014 and we own it \u2014 grounding claims with proof, not fluff. We believe in ourselves and our work, doing it for the greater good, not to impress. We communicate clearly with conviction, without hesitation or bravado.<\/p>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40)\" \/>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-461897f4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"is-style-meta wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;text-decoration:none;text-transform:uppercase\">\u2190 Bland or Heavy<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p class=\"has-text-align-center has-display-font-family has-heading-4-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;font-weight:700;letter-spacing:0.04em;text-transform:uppercase\">Energized<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"has-text-align-right is-style-meta wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;text-decoration:none;text-transform:uppercase\">Playful or Intense \u2192<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"is-style-muted has-card-dark-color has-text-color has-link-color has-ui-font-size wp-elements-2 wp-block-paragraph\">We&#8217;re enthusiastic without exaggerating or coming across as cute. We&#8217;re dynamic, but with clear direction \u2014 expressive, but not overly edgy or in-your-face. Our writing is active, emphasizing momentum and what we do, not just who we are.<\/p>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40)\" \/>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-461897f4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"is-style-meta wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;text-decoration:none;text-transform:uppercase\">\u2190 Constrained or Set-in-Our-Ways<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p class=\"has-text-align-center has-display-font-family has-heading-4-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;font-weight:700;letter-spacing:0.04em;text-transform:uppercase\">Aspirational<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<p class=\"has-text-align-right is-style-meta wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;text-decoration:none;text-transform:uppercase\">Ethereal or Fanciful \u2192<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"is-style-muted has-card-dark-color has-text-color has-link-color has-ui-font-size wp-elements-3 wp-block-paragraph\">We&#8217;re optimistic about the future and ambitious about how we want to shape it. We strive not to settle, but value progress over perfection. We&#8217;re inspired by possibility, imagining what could be without losing touch with reality.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group is-style-paper-accent has-body-font-size is-layout-constrained wp-container-core-group-is-layout-1fd8e96c wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<h4 class=\"wp-block-heading has-body-font-family has-ui-font-size\">Keep in Mind<\/h4>\n\n\n\n<p class=\"has-body-font-size wp-block-paragraph\">Tone may shift based on the audience, subject matter, purpose, timing or content format, but our brand voice should stay consistent.&nbsp;<\/p>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section has-paper-alt-background-color has-background is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"brand-messages\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">Brand Messages<\/h2>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">UCF is multifaceted, but with too many brand messages, we risk diluting our brand power and confusing our audiences. With too few messages, we lose the ability to speak to the breadth of our strengths.<\/p>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">We currently use certain brand messages where appropriate and intentional, but we\u2019ve phased out others. Context is important in determining which message may be most fitting. And always make sure content pays off the brand message by offering examples or proof points.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:var(--wp--preset--spacing--30)\"><span class=\"badge-gold\">Moving Forward<\/span><\/p>\n\n\n\n<div data-wp-context=\"{ &quot;autoclose&quot;: false, &quot;accordionItems&quot;: [] }\" data-wp-interactive=\"core\/accordion\" role=\"group\" class=\"wp-block-accordion is-style-brand has-white-background-color has-background is-layout-flow wp-block-accordion-is-layout-flow\">\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-2&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-2-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-2\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px\"><strong>Daring to Build What\u2019s Next<\/strong>&nbsp;<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-2\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-2-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">This expression of our brand may be woven into content \u2014 for example, as part of a more robust, specific sentence \u2014 but colleges, departments and units shouldn\u2019t lean on it as a primary message or headline, and it shouldn\u2019t be forced into every piece.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-3&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-3-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-3\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px\"><strong>Florida\u2019s Technological University<\/strong>&nbsp;<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-3\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-3-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">This claim speaks to how UCF enhances the irreplaceable power of human ingenuity with the limitless potential of technology across <em>every<\/em> discipline. We leverage emerging tech in untapped ways because we know there\u2019s no limit to how far ambition, opportunity and technology can take us all.&nbsp;&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-4&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-4-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-4\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px\"><strong>SpaceU \/ America\u2019s Space University<\/strong>&nbsp;<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-4\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-4-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">These monikers are used to position our leadership and excellence in space-related academics and research. This messaging is deeply embedded in who we are, as both our origin story and a core part of our future. <em>Appropriate scenarios for usage include UCF Space Week, space-related conferences or publications, and industry partner pitches, for example.<\/em>&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-5&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-5-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-5\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px\"><strong>Reach for the Stars<\/strong>&nbsp;<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-5\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-5-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">This is our official university motto. It\u2019s aspirational and achievement-focused, conveying our spirit of aiming high and believing that we can accomplish anything we set out to do. <em>Appropriate scenarios for usage include commencement, prestigious faculty awards and UCF Space Week, for example.<\/em>&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-6&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-6-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-6\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px\"><strong>Charge On!&nbsp;<\/strong>&nbsp;<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-6\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-6-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">This rally cry speaks to our perseverance, positive attitude and ability to overcome challenges. <em>Appropriate scenarios for usage include UCF Athletics events, student-facing communications and initiatives like UCF Day of Giving, for example.<\/em>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:var(--wp--preset--spacing--50);margin-bottom:var(--wp--preset--spacing--30)\"><span class=\"badge-dark\">Phased Out<\/span><\/p>\n\n\n\n<div data-wp-context=\"{ &quot;autoclose&quot;: false, &quot;accordionItems&quot;: [] }\" data-wp-interactive=\"core\/accordion\" role=\"group\" class=\"wp-block-accordion is-style-brand has-white-background-color has-background is-layout-flow wp-block-accordion-is-layout-flow\">\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-7&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right has-text-meta-dark-color has-text-color has-link-color wp-elements-4\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-7-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-7\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px\"><s><strong>Florida\u2019s Next-Generation Preeminent University<\/strong>&nbsp;<\/s><\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-7\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-7-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">We no longer use this phrase, but UCF has officially earned the designation of Preeminent State Research University.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-8&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-8-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-8\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px\"><s>Florida&#8217;s Premier Engineering and Technology University<\/s><\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-8\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-8-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">We no longer use this phrase, but we do like to highlight our strengths across engineering and technology.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-9&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-9-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-9\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px;text-decoration:line-through\">America&#8217;s Partnership University<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-9\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-9-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">We no longer use this phrase, but we do tout our proximity to, and partnerships with, industry to fuel talent pipelines, research and innovation.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-10&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-10-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-10\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px;text-decoration:line-through\">University for the Future<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-10\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-10-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">We no longer use this phrase, but we do focus on the future impact of all we do.&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<div data-wp-class--is-open=\"state.isOpen\" data-wp-context=\"{ &quot;id&quot;: &quot;accordion-item-11&quot;, &quot;openByDefault&quot;: false }\" data-wp-init=\"callbacks.initAccordionItems\" data-wp-on-window--hashchange=\"callbacks.hashChange\" class=\"wp-block-accordion-item is-layout-flow wp-block-accordion-item-is-layout-flow\">\n<h3 class=\"wp-block-accordion-heading has-icon has-icon-right\"><button aria-expanded=\"false\" aria-controls=\"accordion-item-11-panel\" data-wp-bind--aria-expanded=\"state.isOpen\" data-wp-on--click=\"actions.toggle\" id=\"accordion-item-11\" type=\"button\" class=\"wp-block-accordion-heading__toggle\"><span class=\"wp-block-accordion-heading__toggle-title\" style=\"letter-spacing:0.5px;text-decoration:line-through\">Unleashing Potential<\/span><span class=\"wp-block-accordion-heading__toggle-icon\" aria-hidden=\"true\">+<\/span><\/button><\/h3>\n\n\n\n<div aria-labelledby=\"accordion-item-11\" data-wp-bind--hidden=\"state.isHidden\" data-wp-on--beforematch=\"actions.handleBeforeMatch\" id=\"accordion-item-11-panel\" role=\"region\" class=\"wp-block-accordion-panel is-layout-flow wp-block-accordion-panel-is-layout-flow\">\n<p class=\"is-style-reading-width has-ui-font-size wp-block-paragraph\">We no longer use this phrase, but it is the grounding principle of our five-year strategic plan (2022-27).&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignfull brand-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"general-standards-and-style\" class=\"wp-block-heading\" style=\"margin-bottom:var(--wp--preset--spacing--40)\">General Standards and Style<\/h2>\n\n\n\n<p class=\"is-style-reading-width wp-block-paragraph\">On the practical side of writing for UCF, we have some standards and style elements to help ensure consistency across all communications. With such a high volume of content created across the university to serve our various audiences and goals, even the seemingly small details add up.<\/p>\n\n\n\n<div class=\"wp-block-group is-style-paper-accent has-body-font-size is-layout-constrained wp-container-core-group-is-layout-781ba673 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<h4 class=\"wp-block-heading has-body-font-family has-ui-font-size\">Keep in Mind<\/h4>\n\n\n\n<p class=\"has-body-font-size wp-block-paragraph\" style=\"padding-top:0;padding-bottom:0\">University Brand and Marketing, and University Strategic Communications, follow the Associated Press Stylebook and Merriam-Webster dictionary unless otherwise noted in the <strong><a href=\"https:\/\/www.ucf.edu\/brand\/writing-stylebook\">UCF Writing Stylebook<\/a><\/strong>. Colleges, departments and units should also follow these standards in marketing and communications pieces.&nbsp;<\/p>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h3 class=\"wp-block-heading\">Important Overall Notes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Prioritize active voice and strong verbs<\/strong>, especially in headlines, but also in subheads or deks \u2014 and of course, throughout the piece. We don&#8217;t describe progress or success as something that <em>happens<\/em>. We speak as those who <em>make it happen<\/em>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Remember:<\/strong> Don&#8217;t force <em>dare<\/em> into everything. Embrace the sentiment instead.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Focus on the future and outcomes<\/strong> instead of only mentioning recent or present-day research, initiatives or happenings. We&#8217;re forward-thinking, so highlight the &#8220;why&#8221; and even the &#8220;what could be&#8221;: potential impacts, implications or other applications for the topic. Sometimes nodding to our origin story is appropriate, but it shouldn&#8217;t be the whole story or main takeaway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Be succinct and avoid overwriting.<\/strong> There can be value in building up to make an impactful point. But there&#8217;s also power in punchy, bold, definitive writing. Try to avoid stating the obvious, repeating yourself or adding fluff.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Use common language and break down any barriers<\/strong>, especially in research and scientific writing for a broad audience. Be mindful of insider terminology and industry jargon. In marketing pieces with a longer shelf life, avoid using trendy language or making timely references to things like pop culture or world events.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Strategize to avoid messaging overload.<\/strong> Jamming in too many angles or points can cause confusion and make content much longer, which may lose our audience altogether. Keep the piece focused. We shouldn&#8217;t try to say everything everywhere to everyone.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h3 class=\"wp-block-heading\">Context Notes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Try not to simply say we\u2019re innovative<\/strong>, but convey <em>how<\/em> we\u2019re innovating or <em>what<\/em> is innovative about our approach or solution. It may be more appropriate to use another word or description instead.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Quantify or specify when possible.<\/strong> It\u2019s much more powerful to include actual numbers for funding secured, people involved, rankings earned, percentage of growth, etc. If the figure itself doesn\u2019t provide much context, frame it in a way that signals why it\u2019s impressive.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Example: Someone could interpret a<strong> <\/strong>$1 million partnership as a small investment. But if we say we\u2019re \u201cthe company\u2019s only university partner,\u201d or \u201cone of just five recipients nationwide,\u201d the figure gains importance.&nbsp;<\/li>\n\n\n\n<li>Example: Saying we have one of the best graduate programs sounds subjective and empty. But if we say we \u201crank among the top 10% in the world,\u201d or \u201cwe\u2019re No. 3 in the nation,\u201d the claim gains legitimacy.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Consider the context for faculty titles.<\/strong> If a faculty member holds multiple positions, typically use the highest level of distinction and include other roles if relevant to your content \u2014 being careful to avoid a long, cumbersome sentence with multiple titles. Write out full formal titles on first reference, then consider other ways to refer to the person to add description and avoid repetition.&nbsp;Particularly in marketing materials where length and space are limited \u2014 or if the audience may not grasp the significance of the formal title \u2014 consider alternate phrasing, as appropriate.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Example: Instead of (or as a subsequent reference to) \u201cAgere Chair Professor of Computer Science,\u201d consider something more generally noteworthy, like \u201cvirtual reality pioneer.\u201d<\/li>\n\n\n\n<li>Example: Instead of (or as a subsequent reference to) \u201cAdventHealth Endowed Chair in Healthcare Simulation,\u201d consider something more descriptive, like \u201chealthcare simulation inventor.\u201d<\/li>\n\n\n\n<li>Example: Instead of (or as a subsequent reference to) \u201cassociate professor of physics,\u201d consider something more precise, like \u201cplanetary scientist.\u201d<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h3 class=\"wp-block-heading\">Grammar and Punctuation Notes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Use incomplete sentences <\/strong>where appropriate for emphasis and to make the content feel dynamic. This is especially effective for a list of phrases instead of one long, cumbersome sentence.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Use em dashes<\/strong> \u2014 with a space on either side like this \u2014 where appropriate for emphasis, building onto a point or noting an aside. Be careful not to overuse the em dash in back-to-back sentences or paragraphs, or when a comma would work.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Do not use semicolons<\/strong> in marketing or communications writing. Unless needed for clarity, like separating a detailed list with multiple conjunctions, semicolons come across as formal and stuffy.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Do not use Oxford commas<\/strong> unless needed for clarity, like when items in a list include internal conjunctions. Oxford commas often make the reader pause unnecessarily, hindering the flow and pace of the sentence.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Do not use ampersands<\/strong>, even in headlines, unless part of an external company or organization name. Spell out \u201cand\u201d in the names of colleges, departments, initiatives, degrees, etc.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Do not overuse exclamation points<\/strong> \u2014 and don\u2019t use them at all with text in all caps. If content is intended to convey excitement, the writing itself \u2014 or even the context or environment \u2014 should do that without overcompensating through exclamation points.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Example: The energy of \u201cWELCOME TO KNIGHT NATION\u201d is apparent on a large banner on campus during game day.&nbsp;<\/li>\n\n\n\n<li>Example: The gravitas of \u201cYou\u2019ve earned this moment, grads.\u201d is apparent on digital graphics playing during commencement.\u00a0<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h3 class=\"wp-block-heading\">How to Get Great Quotes<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ask what makes the approach or solution different or unexpected, what&#8217;s possible next or why this moment matters.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Go beyond what someone did and ask what they believe or what excites them most about the topic.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Explore challenges or misconceptions to uncover resilience, determination or creative thinking.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Help people communicate the significance of their work or experience by asking how it impacts students, society, industry, their future or the future as a whole.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Encourage them to speak to the caliber of people on their team, the talent of the students they work with or how industry depends on our partnership.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ask them to mention \u201cUCF\u201d in their response.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list is-style-reading-width has-ui-font-size\"><\/ul>\n\n\n\n<div class=\"wp-block-group is-style-paper-accent has-body-font-size is-layout-constrained wp-container-core-group-is-layout-1fd8e96c wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--50);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<h4 class=\"wp-block-heading has-body-font-family has-ui-font-size\">Keep in Mind<\/h4>\n\n\n\n<p class=\"has-body-font-size wp-block-paragraph\">Whether in a story, on a webpage or in a marketing piece, if we quote a real person saying great things about UCF, that holds much more weight than us complimenting ourselves.&nbsp;<\/p>\n<\/div>\n<\/section>\n\n\n\n<div class=\"wp-block-group is-style-dark-accent is-layout-constrained wp-container-core-group-is-layout-dece11dc wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--60);padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--40);padding-left:var(--wp--preset--spacing--40)\">\n<p class=\"is-style-default has-body-font-family wp-block-paragraph\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--20);text-transform:uppercase\"><strong>QUESTIONS ABOUT ON-BRAND WRITING?&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reach out to University Brand and Marketing as early as possible in your content development process. For editorial or social media writing, also get in touch with University Strategic Communications.\u00a0<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--40)\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-display-font-family has-heading-4-font-size has-custom-font-size wp-element-button\" href=\"https:\/\/www.ucf.edu\/brand\/contact-us\/\">Contact US<\/a><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Brand Voice Our brand voice builds on our personality, further personifying UCF so we sound authentic and feel familiar to our audiences.&nbsp; Reflecting our distinct perspective and attitude, our voice comes through in our writing style, the words we choose and even the structure of our sentences. Filtering all content through this brand voice lens [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1644,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"ucf_brand_number":2,"ucf_brand_hero_treatment":"light","ucf_brand_deck":"From the way we write to\u00a0the things\u00a0we write about, we influence how people perceive and experience UCF.<br><br>When creating any communications or marketing content for UCF,\u00a0we should factor in all the components of our <a href=\"https:\/\/www.ucf.edu\/brand\/brand-strategy\/\">brand strategy<\/a> \u2014 being especially mindful of our intention and our audience \u2014\u00a0to\u00a0reinforce\u00a0a strong,\u00a0cohesive\u00a0identity.","ucf_brand_hero_note":"<strong>Have a question?<\/strong> We\u2019re here to help. <a href=\"https:\/\/www.ucf.edu\/brand\/contact-us\/\">Reach out early<\/a> to University Brand and Marketing.\u00a0","footnotes":""},"class_list":["post-83","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.3 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Writing Overview - Unmistakably UCF<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ucf.edu\/brand\/writing-overview\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Writing Overview\" \/>\n<meta property=\"og:description\" content=\"Brand Voice Our brand voice builds on our personality, further personifying UCF so we sound authentic and feel familiar to our audiences.&nbsp; Reflecting our distinct perspective and attitude, our voice comes through in our writing style, the words we choose and even the structure of our sentences. 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