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MANAGEMENT
Your  Account:
document iconmyCSUSM
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email iconEMAIL
office iconMS OFFICE APPS
password iconPASSWORD
MANAGEMENT
Clocktower Academic Hall Building

CSUSM's Brand Hub
Voice and Tone

How CSUSM communicates is just as important as what we communicate. These guidelines ensure every message — regardless of department — sounds like it comes from the same university.
Brand Hub

Our Tone

Clear & Accessible

Write in plain language. Every audience should understand our communications without effort.

Uplifting & Positive

Lead with possibility and achievement. Focus on impact, opportunity, and what's ahead.

Active & Engaging

Use active voice and strong verbs. Every sentence should have purpose and move the communication forward.

Human-centered

Put people first. Connect with your audience by using caring and inclusive language.

President Neufeldt speaking at a podium

 

Key Messages

These are CSUSM's core strengths. At least one should anchor every major piece of communication.

  • National leadership in social mobility
  • Higher education access for first-generation and underserved students
  • Momentum and growth of our campus and student population
  • Academic excellence and tremendous value and ROI
  • Dedicated, engaged, and supportive faculty and staff
  • Economic impact as a regional anchor institution
  • Dual enrollment and transfer pathways
  • Preparing the future workforce of our region
  • Opportunities for non-traditional college students
  • Pioneering pathway programs
  • Social innovation and entrepreneurship
  • Commitment to inclusive excellence
Before You Publish
  1. What is the purpose of the communication?
  2. Does the message reflect our core values and convey the appropriate tone?
  3. Does it connect to our intended audience and meet their needs?
  4. Is at least one of our key messages present?
  5. Is it consistent with our brand language, identity, and personality?
  6. Is there a clear call to action — one thing we want our audience to do or come away with?

Questions about the brand?

University Communications is here to help — whether you need a logo file, brand approval, or guidance on these guidelines.



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