crowd of hands each forming the Oregon O

Voice

Voice is character. 

It reflects how we think, feel, and act as a community—and how we connect with our audiences. Our voice is consistent across platforms. It doesn’t change depending on the channel. It’s who we are. 

If our brand were a person, it would be an unconventionalist at heart.

How Our Voice Comes to Life

Our voice is shaped by our five brand pillars and brought to life through how we write, speak, and show up. Each one expresses an attribute, supported by specific writing strategies.

Brand Pillar: Courage to Create

Voice Strategies:

  • Be declarative
  • Avoid hedging or uncertainty
  • Use short, punchy sentences

What it Sounds Like:

Before: Data science is for you if you are someone who not only wants to learn what you can do with data—but also wonders what you should do with it.

After: You want to learn what you should do with data—not just what you can do with it. Data Science at the UO is your answer. 

Brand Pillar: Unconventional Spirit

Voice Strategies:

  • Be original and authentic
  • Avoid generic language
  • Be playful and expressive

What it Sounds Like:

Before: More than just a center of learning, campus is also the nesting place for thousands of Ducks. It’s the heart of student life, where fun and interesting things happen, people and cultures mix, and lifelong friendships are forged.

After: What’s Duck life? It’s bingo nights and movie screenings and community garden work parties. It’s the pop-up fun that students invent. It’s how people from all over mesh here and the way uncool can be the coolest. And it’s the friends you can count on to stick with you through life.

Brand Pillar: Agile and Connected

Voice Strategies:

  • Be warm and direct
  • Meet your audience where they are
  • Lead with “you”
  • Reflect openness to difference and change

What it Sounds Like:

Before: With a world-class education and the help of academic advisors and career coaches, you’ll learn to thread your interests, talents, identities, and goals into a cohesive vision that will help you soar after graduation. 

After: You’ll bring your interests and talents to the UO. Maybe even goals. Either way, as you explore new horizons you’ll shape a deeper vision for your future with help from advisers and career coaches—a vision that can inspire you to keep reaching higher long after you graduate. 

Brand Pillar: Designed for Exploration

Voice Strategies:

  • Ask questions
  • Show energy for new ideas
  • Evoke wonder and possibility

What it Sounds Like:

Before: Making the transition to college can make you feel like a small fish in a big pond, especially when you're undecided about your major. But don't worry—about a quarter of incoming UO students aren’t sure about their majors when they enroll. You’ll be in great company as you explore your academic opportunities. One benefit to being undecided about your major is that your mind is open—a lot like your future. Among the hundreds of academic programs you'll find here at the UO, there will be many you've never imagined. Each term you can choose from more than 3,000 classes that will help you explore your interests, identify your skills, and find your passion.

After: Undecided about your major? That means your mind is open—just like your future. You’ll find programs you never even imagined among the hundreds here at the UO. Each of them is your chance to discover amazing new ideas, figure out your strengths, and find what makes your heart beat faster.

Brand Pillar: Culture of Action

Voice Strategies:

  • Use active verbs
  • Avoid list-heavy structures
  • Lead with purpose (“why”)

What it Sounds Like:

Before: The impact of University of Oregon research and innovation is all around you. United in our belief that research can advance society, serve humanity, drive innovation, and build a better future, we create and share knowledge in service to Oregon, the nation, and the world.

After: Research can change the world. But how fast? At the University of Oregon we work together to rapidly translate bold ideas into innovative solutions that can scale. And we share our knowledge freely so it has the best chance of contributing to a better future for Oregon and the world.