Voice and Tone

Our voice is how we bring our brand to life. These guidelines are the beating heart that’s behind the surface of everything: who we are, what we do and why it all matters.

Brand Narrative

Purdue’s brand voice is inspired by the University’s unique history. Generations of innovative, bold Boilermakers have shaped the framework we apply to every communication.

https://youtu.be/GzNSAzbMnWM

Brand Personality

Six characteristics inform our tone. While specific vocabulary varies, our voice is guided by these essential ideas.

Driven

Show how people at Purdue are relentless in everything they do. We never give up, we never slow down and we never stop in our attempts to do something big.

Balanced

Every Boilermaker’s pursuit, regardless of discipline, is equally important. In STEM, in the arts and humanities, in athletics, in campus life and in every facet of our work, we are always chasing something momentous.

Intentional

We are focused and deliberate in our actions, and we’re dedicated to the process of doing things the right way.

Innovative

Innovation doesn’t exist solely in our research efforts or the STEM disciplines. Each of us is always exploring new ways to approach problems and attempting new ways to create something the world has never seen before.

Inclusive

Purdue is more than an exceptional institution. It’s a collection of exceptional people, coming together every day to work together, support one another and build a community united by a common pursuit.

Respected

We’re people you can trust because we’ve earned a reputation for being credible, reliable and rigorous.

Brand Language

This language is tied closely to the chief language construction of our brand:

THE PERSISTENT PURSUIT OF THE NEXT GIANT LEAP.

The concept “the next giant leap” represents the energy that propels all that we do. Inspired by Purdue alumnus Neil Armstrong’s historic moon landing, the phrase “the next giant leap” is our way of communicating the importance of what’s happening here, every day — no matter how big or small.

THE NEXT GIANT LEAP

IT’S INNOVATIVE. It’s what’s “next.”

IT’S COLLABORATIVE. No one takes a giant leap all alone.

IT’S PERSONAL. Each of us defines our own giant leaps.

IT’S STEM, PLUS MORE. We use this language to speak to the totality of Purdue’s efforts. 

IT’S RELENTLESS. We speak to the many small steps we take, day in and day out, again and again and again, to push thinking forward and make bold strides toward something new. 

AND IT STARTS RIGHT NOW.
RIGHT HERE.
WITH THE WORK WE DO EVERY DAY AT PURDUE.

Secondary Brand Language

These constructions are for use deeper in a document, or for audiences who are more familiar with our brand and its elements, or when speaking to specific, detailed offerings of the University (rather than on behalf of the entire University).

Again and Again and Again 

Use language that suggests the tireless, never-ending work at Purdue to which each of us is committed.

For example:

  1. Attempting to write one perfect sentence. Again and again and again.
  2. Finding new ways to reduce the contaminants in our drinking water. Again and again and again.

We Keep Going 

It speaks to the drive behind all our efforts. 

For example:

  1. We’re here to accomplish something big. And we keep going to show the world what’s possible.
  2. In the lab, in the field, in the studio and on the stage. We keep going.

Discover Our Brand Guidelines

Download