Skip to main content
Indiana University
IU Brand
Our brand voice and tone

How we connect with our audiences

When you tell the IU story with clarity, consistency, and heart, you shape how the world sees us. While specific pieces of writing need to be tailored to different audiences and platforms, our voice and tone should feel familiar across all channels. 

Jump to examples Writing inclusive content

Clear, confident, and community first

IU’s voice reflects its purpose-driven impact across Indiana communities. It is professional without being bureaucratic, inspiring without being grandiose, and always puts people and place before prestige.

Our tone is

  • Thoughtful, inviting, approachable, trustworthy, and collaborative 
  • Grounded in real impact, not abstract promises
  • Rooted in local relevance, but connected to broader purpose
  • Inclusive and invitational, not institutional or exclusive
  • Clear and specific, avoiding overused buzzwords or vague claims

What to do

  • Focus on impact: why does it matter and who does it matter to? 
  • Make it real: Every story should reflect IU’s values and connect to a real outcome
  • Highlight individuals and outcomes
  • Speak to Hoosier audiences like neighbors

Be consistent and clear: Consistency isn’t about sameness—it’s about creating a unified experience that builds trust and recognition over time.

What to avoid

  • Generic headlines (e.g., “Innovation starts here”)
  • Overuse of IU as the actor (e.g., “IU is improving lives…” Instead, show the people doing the work)
  • Passive constructions or impersonal language
  • Institutional jargon

Bringing conviction to life in writing

Our brand value of conviction is more than a message—it’s a creative mindset that shows purpose in motion and people who believe what they do matters. To embrace this mindset:

  • Lead with verbs, not adjectives​
  • Show cause and effect—purpose to impact​
  • Use clear, active, human language

Tone (by context)

Web copy 

Tone: Informational, inspiring, accessible 

What that sounds like: See how IU-trained educators are helping students grow—in classrooms across Indiana. 

Print ads 

Tone: Warm, narrative, inviting 

What that sounds like: They bring more than expertise. They bring heart. And they bring it home. 

Social media 

Tone: Friendly, people-first, visual 

What that sounds like: Meet the IU-trained doctor bringing care home to Vermillion County. 

Email/CRM 

Tone: Direct, engaging, action-oriented 

What that sounds like: Get to know the Hoosiers behind Indiana’s next big breakthrough in life sciences. 

Video narration 

Tone: Conversational, sincere 

What that sounds like: They show up. They stay late. And they listen like it matters—because it does. 

Sponsored content 

Tone: Clear, story-driven, audience-aware 

What that sounds like: How IU is growing the next generation of healthcare providers—in your hometown.