Voice and Tone

The University of Massachusetts is the public research university for the most educated state in America. Let’s act like it.

UMass is:

  • confident, but not arrogant
  • conversational, but not casual
  • smart, but not overly intellectual
  • aspirational, but not out of touch

Brand Attributes

  • Mission-driven: If we can’t draw a connection between an action and our mission, we don’t do it.
  • Inclusive: We are dedicated to supporting a diverse community that reflects the world around us and encourages freedom of thought and expression.
  • Forward-thinking: We educate future leaders in state-of-the-art facilities, solve the problems of tomorrow, and support emerging companies and industries.
  • Accessible: We are an engine of social and economic mobility, accessible to students of all backgrounds.
  • Comprehensive: We are a public research university system with a full array of undergraduate and graduate programs, a medical school, a law school, and a robust selection of online degree programs.
  • Outcome-driven: We are focused on a high return on the investment made by students and their families, offering highly marketable degrees and access to career-building internship, co-op and research opportunities.
  • Engaged: We are committed to enabling and encouraging important connections between students, faculty, research, industry and communities.

Editorial Style

Editorial style refers to a common set of rules for the written word. In order to ensure consistency of communications, it is important that editorial style be followed in all university materials. For more guidance on editorial style, or to view the most recent versions of either guide, please contact Communications at media@umassp.edu.

Chicago Manual of Style 

The preferred editorial style for the university is the Chicago Manual of Style. The Chicago Manual is one of the most frequently used style guides in the United States. A free version of the Chicago Manual of Style can be accessed online at www.chicagomanualofstyle.org.

Associated Press (AP) Style

Because of its nearly universal adoption by news media, AP style should be used for all materials that are specifically prepared for that audience. Examples of materials that should adhere to AP style are press releases, media advisories and official statements.