Voice and Tone

Writing empowering content requires being aware of voice and tone.

The University’s voice is audacious, yet warm and inviting. Our tone is intellectual but unpretentious. The following words should inform the tone and examples you select when creating content to promote the University. They are the distillation of our brand essence and differentiate us from competitors.

  • We are the flagship university of Texas.
  • We create ambitious leaders.
  • Our physical size is matched by our goals and achievements.
  • We’re never satisfied with the status quo.
  • We declare war on mediocrity.
  • We have a sense of urgency and are curious.
  • We have a spirit of public service.
  • We assume leadership.
  • We feel responsible to solve problems for Texas and the world.
  • We rose from state of Texas roots.
  • We are warm and inviting.
  • We would give the shirts off our backs to those in need.
  • We have the confidence to put ourselves out there.
  • We showcase our flair and creativity.
  • We are intrigued by people.