voice and tone

Brands have personalities that are communicated through voice.

The way you talk about USC Upstate shapes the way people feel about it. In other words, you’re not just passing on information when you communicate about the University. You’re illustrating the ways in which USC Upstate is making a difference and transforming the local community and the larger region.

We want people to perceive USC Upstate as: A leader, innovative, entrepreneurial, forward thinking, transformative, evolving, always improving (itself and the surrounding community), impressive, smart, progressive.

The copy should be:

  • Celebratory
  • Optimistic
  • Powerful
  • Inspirational
  • Encouraging
  • Aspirational
  • Exciting
  • Epic
  • Proud
  • Inclusive
  • Intelligent

USC Upstate has come a long way in the last 50 years, and your tone should reflect this transformation. Aim to convey pride without being overly boastful. This messaging is about showcasing all you’ve done in the past, and all that you plan to do in the future.


 Brand Messaging

Editorial Style Guide