A voice of inspiration
The words we choose -- our brand voice -- define our identity and tell our story. Our brand voice must faithfully represent the personality of UAF, which is sociable, engaging, stimulating, down-to-earth and always game. All our communications should bring that personality to life and paint a picture of who we are, how we think and what we want to achieve.
Our voice reflects our values. We are sociable and engaging. We are by nature a close-knit community that seeks authenticity, challenge and adventure at every turn. We look at individual achievement in terms of how it affects our community and greater society. We are down-to-earth. We speak from the heart, using straightforward language to communicate even the most complex ideas. We are stimulating and always game. We aren't afraid to make bold statements. We don't just offer degree programs -- we offer life-changing experiences and boundless opportunity.
Federal law requires the following statement to appear on any bulletins, announcements, publications, catalogs, application forms, websites or other recruitment materials that are made available to participants, students, applicants, or employees:
(Approved short version)
The University of Alaska Fairbanks is an affirmative action/equal opportunity employer and educational institution. UAF does not discriminate on the basis of race, religion, color, national origin, citizenship, age, sex, physical or mental disability, status as a protected veteran, marital status, changes in marital status, pregnancy, childbirth or related medical conditions, parenthood, sexual orientation, gender identity, political affiliation or belief, genetic information, or other legally protected status. The University's commitment to nondiscrimination, including against sex discrimination, applies to students, employees, and applicants for admission and employment. Contact information, applicable laws, and complaint procedures are included on UA's statement of nondiscrimination available at www.alaska.edu/nondiscrimination/.
(micro version—if space allows please use the above approved short version)
UAF is an AA/EO employer and educational institution and prohibits illegal discrimination against any individual: www.alaska.edu/nondiscrimination/.
Accreditation statement (optional)
The University of Alaska Fairbanks is accredited by the Northwest Commission on Colleges and Universities.
The tone of UAF is sociable and engaging. Using the plural "we" illustrates a shared experience and common goals. We have an ever-present connection to our surroundings and our community, and the language we use is one of inclusion, not exclusion. Our words should draw people in and make them feel they are part of something greater.
We live in a physical environment of singular beauty, extreme climate and rugged terrain -- a place that inspires powerful words and imagery, thought-provoking debates and independent thought. Thus, the tone should be emotionally and intellectually stimulating. It should evoke images of real-life discovery and a practical, hands-on academic experience.
The tone and content of the language should be down-to-earth and unpretentious, but also confident, with a sense of adventure.
To show that we are always game, our words and phrases should encourage fearlessness in social, academic and professional pursuits.
Rather than simply listing facts, important details should be prefaced by their greater significance, when possible. Sentences should vary in length to create depth, maintain dynamic flow and arouse interest. Longer sentences may convey essential and necessary information, while shorter sentences or fragments can deliver powerful statements and evoke emotion.
Rather than always speaking about the university from our point of view, speak directly to readers or prospective students about their own desires. It may read like a personal challenge or a list of specific opportunities -- perhaps some so unconventional, the reader never considered them before.
All communication materials written for or about the University of Alaska Fairbanks should have consistent style, tone and editorial standards.
Points of pride
The following section equips campus communicators and brand champions with points of pride, facts about the university that illustrate our brand and support our tagline of "Naturally Inspiring."