Voice and Tone

Tufts University is more than a collection of schools, colleges, centers, and institutes. Tufts is a place where intellect meets intention. Curiosity is active, and excellence is individual and collective. 

Our brand narrative reflects this story and our creative platform, Luminous, brings this story to life. It describes how Tufts shows up in the world: bright, but never performative; confident, but never boastful; and always guided by purpose.

Luminous is not about standing in the spotlight. It's about becoming a source of light.

Key Themes

These recurring ideas help shape the emotional perspective behind the message. Use these themes to guide the tone and focus of your content:

• Illumination: sparking ideas, revealing paths, lighting the way
• Momentum: movement, progress, energy in action
• Connection: people, disciplines, perspectives coming together
• Exploration: intellectual openness and curiosity
• Responsibility: purpose-driven impact

Voice

Our voice is how we communicate it most effectively and authentically.

At the highest level, our voice is:

• Clear, confident, and thoughtful
• Intellectually curious
• Warm, human, and grounded
• Purpose-driven

Tone

Our tone adapts for specific audiences and contexts:

• For recruitment, it is inspiring, welcoming, and possibility-driven
• For academics, it is smart, clear, and quietly confident
• For campaigns, it is bold, elevated, and memorable
• For our community, it is warm, inclusive, and human