Voice and Tone

Tone of voice is what unites all our communications. It’s an expression of our brand’s unique personality—the tried-and-true approach that makes our messaging “sound like WGU.”

When writing copy for WGU materials, these fundamentals should always be top of mind:


  • Consider your audience. Who will be reading, seeing, or hearing this? What would they want to know? What action do we want them to take? Write to their needs.


  • Less is best. By using simple, direct language, we convey our message clearly and quickly. Don’t let your audience get lost in filler copy—get to the point and say what matters!


  • Be consistent. Sticking to the WGU brand guidelines, voice, and tone helps our brand become stronger and more easily recognized.

Voice and Tone Characteristics

Here are some of the brand qualities we should strive to capture with our messaging:

Empowering.

We believe in the ability of our students and others to accomplish great things. We're upbeat, positive, and encouraging.

Authentic.

We’re real, reliable, and we know our stuff. We’re straight shooters who speak simply and clearly. We don’t make promises we can’t keep.

Approachable.

We’re friendly, sensitive to the needs of others, and always eager to help. Our desire for constant improvement keeps us humble.

Modern.

We’re born innovators and early adopters. We don’t follow trends—we set them. We never come across as dated or out-of-touch.

Bold.

We’re not afraid to challenge the status quo or do the right thing. We’re doers who break down barriers and build bridges. “I can’t” isn’t in our vocabulary.

Professional.

We represent WGU well, always putting our best foot forward. We’re respectful and appropriate. While we’re conversational, we’re never too casual.

Owls in Text and Imagery

Overuse of Sage and owl-related wording and imagery works against the brand image we want to project. Only the Sage mascot costume and official owl logo are approved. No owl names or puns should be used, even internally.