Brand Tone

All copy should be confident, passionate, energetic and inspiring. It should convey a sense of grit but never grittiness, and express that success is a choice. All university communications—from admissions pieces to alumni materials to event promotions to social media posts—should use tone words as a guide.

Temple’s tone words are

  • Purposeful
  • Pioneering
  • Unexpected
  • Proud
  • Fearless
  • Steadfast
  • Bold
  • Direct
'Plugged into the city, powering the world' billboard copy showcasing brand tone