• Copy Tone

    Bruins are optimists who believe anything is possible and frequently prove it. That unflappable willingness to buck the status quo is what allows UCLA and those who pass through it to impact the world so powerfully in every field.

    This message is achieved not only through words and images, but through tone. In copy, tone is crafted through word choice, sentence structure and point of view. And, of course, while the tone of your communication should vary according to the specific audience you are addressing-whether it’s advertising, email, a press release or any other form of communication—always keep the UCLA brand in mind.

    And in any shape or form, UCLA copy tone should reflect the sentiment of the optimist. Bright, upward-looking and energizing. The message should be empowering, uplifting and propelled by a progressive spirit.

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