What we say is important. How we say it is, too.
That’s where voice and tone come into the picture to express and amplify our brand identity.
Voice is how we act. It’s our brand personality described in an adjective. Our voice is outgoing and captures these personality traits:
Tone is how we talk. It adds specific flavor to the voice. Based on target audience, topic, project, etc., our tone is:
SMU editorial style guide
SMU follows most AP Stylebook guidelines. Any variations and SMU-specific information can be found in the SMU editorial style guide. If you have further style questions that are not addressed in this guide, please contact firstname.lastname@example.org.