It humanizes the brand and shapes the overall tone of our communications. It helps bring our materials to life with greater resonance and emotional strength. You don’t always have to use them all — choose the most relevant traits for your target audience. These can be dialed up or dialed down, depending on the goals of the piece you’re creating.
WE ARE ORIGINAL
We communicate how we do things in a unique way that’s all our own. At the University of Florida, we create our own path forward.
Our voice celebrates the uniqueness of every member of our community.
We aren’t bound by tradition or expectations — we’re proud to do things our own way.
WE ARE INCLUSIVE
Each of us brings something distinctive to the university. Our brand gives a voice to every member of our community.
Our voice is welcoming and open.
Each of us brings something distinctive to the university, and our brand gives voice to all.
WE ARE BOLD
We communicate this by showing our fierce, competitive spirit. We fight hard in everything we do.
Our voice is focused on achieving our goals.
Everything we do is purposeful, and we bring a single-minded focus to the work we do.
WE ARE EMPATHETIC
Our voice showcases the human heart and deep compassion that make us who we are. People are the core of our brand the reason for all our work.
Our voice demonstrates understanding and compassion.
People are at the heart of our brand, and theyare the reason for all our work.
WE ARE IMAGINATIVE
We show the innovation that drives everything that we do. We are unafraid to dream big, and pursue massive, world-changing ideas.
Our voice is characterized by a sense of curiosity and wonder.
We take on these pursuits because we love them, and we look for innovative approaches to every challenge.
WE ARE VIBRANT
There’s a joyful spirit of discovery that runs through all of us. We do this stuff because we love it.
Our voice is lively and full of energy.
There’s a boundless spirit that runs through everything we do. Our voice is bold because we need the world to hear it.