Our brand voice
As a community, we are grounded, optimistic, global, and open. These four traits shape how we speak to our audiences through marketing and comms.
The following guidance describes how to write in each trait of our brand voice. It also explains who our brand voice is for, when to apply it, when it may not be appropriate, and how to apply it.
Grounded
Our ideas have changed the world – and will keep changing it – but we do it with humility, humanity, honesty, and humour.
Optimistic
We seek to understand the world better, in order to change it for the better– and we have the resolve and resilience to see it through.
Global
We are thousands of people from hundreds of countries, speaking dozens of languages. Ours is a uniquely diverse and welcoming culture, much like London itself.
Open
A culture of free thinking and open inquiry has been part of our fabric since day one. We speak our minds and are willing to change them.
Our brand voice in action
Explore before and after examples of our brand voice on social media, marketing channels, and internal comms.
Who our brand voice is for
Our brand voice guidance is for anyone writing communications or marketing copy for UCL.
Using this voice consistently across emails, campaigns, print, digital and social media builds trust among prospective staff, students and our community – and helps us stand out in a crowded sector that’s evolving fast.
When to apply our brand voice
Where it will have the most impact
Prioritise high-traffic homepages or conversion pages, or a prominent campaign, social media, heading or hero statement.
When telling a story
Especially about UCL, the institution or individual faculties or departments.
When trying to change someone's mind
Any copy that needs to resonate emotionally, or includes a call to action like “sign up”, “complete” or “apply”.
When our brand voice may not be appropriate
Explaining complex processes
This is not the place for copy that’s overly creative or inspirational. Keep it simple, clear and open.
Conveying information
Sometimes all you need to say is 'the lifts are out of order in the Cruciform building'. See our tips for staying open.
Academic writing
Our brand voice and tone of voice guidelines do not apply to academic teaching or writing.
How to apply our brand voice
While our voice remains the same - think of it like our personality - our tone can and should flex. Depending on the audience or context of a piece of copy, we may sound particularly grounded, optimistic or global, but we are always, always open.
Get writing support
The Internal Comms Community of Practice (CoP) offers resources and regular drop-in sessions for UCL staff writing communications or marketing copy.
Join the communityMore writing guidelines
Using our brand in your writing
Writing 'on brand' doesn't mean speaking like a robot. It's about being clear what sets us apart, and making sure comms and marketing teams are aligned when communicating UCL to the world.
Editorial style guide
Wondering how we refer to terms or job titles at UCL? Which dash to use? Or if a particular word needs a hyphen? Then this style guide is for you.
The thinking behind our brand voice
Our brand idea
Four words sum up our brand: 'Here it can happen'. This phrase captures the unique sense of possibility and achievement that defines us. Brilliant things happen here - and will continue to do so.
Our brand narrative
Our brand narrative is a story articulating what makes UCL so distinctive. When communicating our brand to the world, this narrative helps us stay on track.
How we got here
Since summer 2023, we’ve listened to more than 7,100 staff, alumni and students across 25 countries to find out what UCL means to them – the people who make it what it is in the first place.