When communicating on behalf of NYU, we want the stories we tell and how we tell them to reflect our personality. To do so, we use NYU’s voice.

How Our Personality Translates Into Our Voice

Our personality is...

  • Independent and driven
  • Curious and courageous
  • Cosmopolitan and vibrant
  • Tenacious and resilient

So our voice is...

  • Informative and encouraging
  • Inspirational and advocative
  • Understanding and energetic
  • Optimistic and open-minded

Independent and Driven

Our voice is...

This is how our audiences should perceive us in all forms of communications.

  • Informative
    We don’t always follow the beaten path, and neither does our community. We create informative content because knowing about NYU’s resources and opportunities empowers our community to be independent and forge their own path.
  • Encouraging
    We’re familiar with the energy that comes from inner motivation, and we galvanize our audiences to leverage their potential with the help of NYU resources—while making it clear that guidance is always available to help them achieve their goals.

Our voice is not...

Avoid words and phrases that may make our audiences perceive us as the following adjectives.

  • Selfish
  • Arrogant
  • Self-Serving
  • Hesitant
  • Lazy

Curious and Courageous

Our voice is...

This is how our audiences should perceive us in all forms of communications.

  • Inspirational
    We’re always asking the next question and believe that discovery is never finite. We mentally and emotionally inspire our audiences and promote creative thinking.
  • Advocative
    Unafraid to push for what is right, we encourage advocating for those who can’t advocate for themselves, and we do not shy away from difficult questions and thoughts.

Our voice is not...

Avoid words and phrases that may make our audiences perceive us as the following adjectives.

  • Intrusive
  • Apathetic
  • Controlling
  • Combative
  • Brash

Cosmopolitan and Vibrant

Our voice is...

This is how our audiences should perceive us in all forms of communications.

  • Understanding
    As a global-minded and cosmopolitan community, we value our many perspectives and experiences. We share important stories that foster deeper connection.
  • Energetic
    This is the university that never sleeps, that hums with possibility and drive. We bring out this energy in others through dynamic storytelling and communication.

Our voice is not...

Avoid words and phrases that may make our audiences perceive us as the following adjectives.

  • Pedantic
  • Pretentious
  • Passive
  • Dull
  • Disengaged

Tenacious and Resilient

Our voice is...

This is how our audiences should perceive us in all forms of communications.

  • Optimistic
    We believe challenges and adversity are part of the processes of life and progress. They strengthen our convictions, and so we acknowledge the negative—and learn from it—while choosing to focus on the positive and the long view.
  • Open-Minded
    Challenges don’t defeat us—they teach us to find new solutions and new futures. Disagreements don’t upset us—they help us recognize diverse perspectives. Our willingness to seek understanding informs solutions and cultivates inspiration.

Our voice is not...

Avoid words and phrases that may make our audiences perceive us as the following adjectives.

  • Stubborn
  • Cynical
  • Reactive
  • Easily Disheartened
  • Complacent

Editorial Guide

At NYU, we unify under one voice. In general, NYU Marketing Communications follows The Chicago Manual of Style Online and Merriam-Webster. This guide covers our print and digital editorial style as well as our word preferences. While it is a great place to start, it is not comprehensive. If you have editorial questions, please contact brand@nyu.edu.

Log in with your NYU NetID to access the editorial guide.