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When crafting brand communications, refer to these five tone dimensions as a reference point to maintain consistency and alignment with our audience and brand identity.

Our tone of voice is the attitude or emotion that we convey in our brand communications. It is a combination of tone dimensions that mirror our brand personality traits, defining an authentic way to engage with our audience and helping us differentiate ourselves from our competitors. 

Warm & Approachable

CMU’s tone is warm and approachable, inviting individuals to feel at home and valued within our community—without being overly sentimental.

Simple & Clear

We communicate in a straightforward, matter-offact and clear manner, ensuring that our messages are easily understood by all.

Dynamic & Engaged

Our tone is dynamic and engaged, reflecting our active involvement and playful nature, as well as our zeal in all aspects of university life and beyond— without sounding overly enthusiastic.

 

Confident & Brave

While we exude confidence and expertise in our field, we do so in a humble and approachable manner, encouraging individuals to embrace challenges with courage and determination.

Down to Earth

CMU’s tone is down to earth, reflecting our grounded nature and genuine connection with our audience.