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