RIT Logo with Text

Voice and Tone

In the simplest terms, our message is what we say and our voice is how we say it.

Still, it’s practically impossible to separate the two: they must always be true to each other. And it’s through our tone—informed by our brand personality traits and based on our creative platform—that our voice takes shape, expressing who we are in a way that’s unmistakably RIT.

General Writing Tips

Good writing feels purposeful, intentional, and above all, believable. Here are several principles to keep in mind when crafting your next communication.

Know who you're talking to.

From prospective students to international students, from alumni to regional business leaders, our audiences are varied, and so are their interests. With every message you send, put yourself in your target audience’s shoes and ask: “Does this sound like something that would resonate with them?”

Get personal.

Personal stories go a long way. Not only do they add a human element to our brand, but they’re living proof of the things we say about our institution.

Reward your audience.

Pay off your headline, get to the point, support it well, and finish strong. The goal is to get your reader all the way to the end.

Move people to do something.

Every piece of communication you create has a purpose. And whether it’s driving readers to a website or asking people to make a gift to the university, it’s critical to include a call to action so the audience knows what you want them to do.

Avoid clichés and jargon.

We are an institution unlike any other. Our stories are unique, and the copy that supports them should be unique, too. Stay away from cliché phrases and overused jargon that make us sound like every other university.


“On to Something” Usage

It’s inspiring, and it sets the tone for our writing and brand language. But the creative platform is more than a set of poetic phrases: It encompasses our entire messaging strategy and sparks it to life. Although it shouldn’t be used word for word when communicating externally, use it as inspiration or a gut-check for sharing our story.

At RIT, we leave the status quo to someone else.
That’s why we reject the everyday and the expected, and instead:

We advance the exceptional.
Develop the unconventional.
Elevate the delightful.

We lead with the idea of being an incubator for the exceptional.

We’re a kaleidoscope of curious minds—each embraced for our uniqueness and all working toward countless different goals.

This section talks about who we are, homing in on our core message about being inquisitive people, while also alluding to diversity.

But we’re united in the chase for a certain feeling:
When our eyes widen and our jaws drop.
When our hearts beat faster with the anticipation of discovery.

The idea of being united creates a sense of community. At RIT, even though we are individuals, we are all embraced.

It could happen anywhere, at any time.
And at RIT, we’ve intentionally created a place where these moments happen over and over again.

This paragraph refers to the academic experience that we create—our programs—and how they empower us to generate original thoughts and implement new ideas.

A place where something amazing is always right around the corner.

This is the overarching idea. It hints at our unique people and the unique way they go about solving problems, creating, and innovating.

It might be something slightly unusual.
It might be something wildly creative.
Or even something theoretically impossible.

These sentences speak to our innovative and creative nature, which is at the core of what we do. It also includes language about our distinctive mindset and our approach to solving problems.

It might be something no one has thought of yet, but there it is, right in front of us, just waiting to be made real.

Whatever that something is, we go after it with everything we have. We observe, we analyze, and we untangle. We tinker, we test, and we prove. We teach and learn from each other. We solve problems, and then seek out new ones.

This section talks about hard work, and our insatiable desire to discover, explore, and improve.

Because this is what we live for: The unbridled energy and exhilaration that comes from achieving something. Perfecting something.

Because here,
We're always on to something amazing.


Brand Voice and Tone Examples

Here are examples of how to adapt the brand voice and tone to different audiences while still sounding consistent.

AUDIENCE: Prospective Students

Voice: unusual, imaginative, open-minded, active

The best way to study international medicine is to study abroad.

NOT: DULL

Student studies abroad in Chile.


AUDIENCE: The Internal Community

Voice: unusual, imaginative, open-minded

This is a place where you can make your wildest ideas real.

NOT: OVERLY EXCITED

You’ll be more successful here than anywhere else in the country!


AUDIENCE: The Higher Education Community

Voice: unusual, open-minded, future-focused

RIT is one step closer to carbon neutrality.

NOT: COMPLICATED

RIT’s new 6.5 acre, 2-megawatt solar energy farm with 6,138 photovoltaic panels.


AUDIENCE: Alumni and Donors

Voice: future-focused, imaginative, active

RIT Alumni: 13 Pulitzer Prize Winners and Counting.

NOT: PRETENTIOUS

Better than the rest: RIT alumni have won the Pulitzer Prize 13 times.


AUDIENCE: Partners and Employers

Voice: active, imaginative, open-minded

Designing a future without fossil fuels.

NOT: HEAVY-HANDED

If we don’t stop relying on fossil fuels, the world as we know it will end.


Elevator Speech

When you’re working with limited time, every word counts. Whether you’re talking to someone in person, communicating over email, or composing a tweet, here are a few ways you can talk about RIT in 15 seconds, 30 seconds, and at a “tweetable” length.

Tweetable Statement

RIT is a kaleidoscope of curious minds working together through creativity and innovation to find new ways to move the world forward.

15-Second Statement

At RIT, we blend technology, the arts, and design. Together, our kaleidoscope of engaged, socially conscious, and intellectually curious minds uncovers meaningful ways to move the world forward.

30-Second Statement

At RIT, we empower a kaleidoscope of engaged, socially conscious, and intellectually curious minds to collaborate through creativity and innovation. We blend technology, the arts, and design to inspire a diverse community of problem solvers. Together, we find new and meaningful ways to move the world forward.


Boilerplate Language

While our unique voice is infused into everything we communicate, for certain mediums, it’s more business than brand. For things like press releases, the “about us” section of our website, and job descriptions, we want to be as straightforward as possible, so the reader knows exactly who we are, what we provide, and the things that make us distinctive.

Use this official boilerplate language for a more direct approach.

Founded in 1829, Rochester Institute of Technology is a diverse and collaborative community of engaged, socially conscious, and intellectually curious minds. Through creativity and innovation, and an intentional blending of technology, the arts and design, we provide exceptional individuals with a wide range of academic opportunities, including a leading research program and an internationally recognized education for deaf and hard-of-hearing students. Beyond our main campus in Rochester, New York, RIT has international campuses in China, Croatia, Dubai, and Kosovo. And with more than 19,000 students and more than 125,000 graduates from all 50 states and over 100 nations, RIT is driving progress in industries and communities around the world. Find out more at rit.edu.


Headline Hierarchy

“On to Something” is our creative platform, but it’s not a tagline. Is it a headline construct? Sometimes. But using the words “on to something” in every headline can get repetitive, so we don’t rely on that construction all the time. Use the pyramid below as a guide when you’re writing headlines.

Writing Headlines

The smallest portion at the top represents the times we use “on to something” verbatim, and the largest portion at the bottom represents the headlines we use much more frequently.

Headline heirarchy pyramid

How to Write Headlines

For high-level pieces like viewbook covers or billboards, these techniques are the best way to make a succinct, powerful impression on a wide audience. There are two ways to use “on to something” in a headline:

“On to Something” Headlines

On to something + [qualifier] To keep this phrase fresh, combine it with a descriptive qualifier that conveys the type of work being done and the type of passion and intensity that go into it.

Examples

On to something wildly creative.

On to something extraordinary.

On to something remarkable.

“On to” Headlines

On to + [high-level idea or specific experience] Use this device to convey high-level ideas that apply to a broad number of people, and to build language around specific stories of individuals. This headline construct should also be used more frequently for NTID and international audiences, since “on to something” is an idiom that’s not conveyed as easily through translation.

Examples

You're on to an experience unlike any other.

On to the next big thing.

On to a better internet.

Conveying “On to Something” Without Saying it Verbatim

There are many different ways to convey the feeling of “On to Something.” Use words and phrases like these to keep our language varied while still communicating clearly.

Examples

Countless

Infinite

Next

Forward

Advancing

Momentum

Pace

Ahead

Progressing

Building

Driving

Pursuing

Endless

Constant

Motion

Ceaseless

Limitless

Perpetual

Continuous

Relentless

Insatiable

Body Copy

When writing body copy, we want to both convey the message of “On to Something” and pay it off effectively. By balancing our language between the things we achieve and the things that are ahead, we can demonstrate the uniqueness of our approach, the people behind the process, and the results that they yield.

Here is an example of what that might look like for a piece about NTID:

You’re on to a world of possibilities.

The National Technical Institute for the Deaf (NTID) provides unmatched opportunities for deaf and hard-of-hearing students. You’ll receive the career-focused, innovative curriculum RIT is known for, all within an accessible and supportive learning environment that’s equipped with the tools and resources you need to reach your next goal.