Copy Tone
Undergraduate Brand Voice
The voice of the University of Dayton School of Law brand should speak in a hopeful, inclusive and sophisticated way that not only provokes thought but also encourages you to join the University in its search for knowledge, its effort to live up to the integrity the law espouses and its continuing fight for justice, both legally and socially.
As reflected in headlines and body copy, the voice is assured, personable and down-to-earth while also being highly intelligent, unpretentious and intellectually curious. In addition, the voice should express both the law's high-minded virtues and the dynamic advocacy that comes from arguing on the behalf of others. Ultimately this brand voice should converse meaningfully with thoughtful aspiring lawyers who want to search for answers and make the world a better place.
Finally, all copy should be grammatically accurate and stylistically consistent, following AP Style. Do not use a tone that is irreverent or ironic. Please refer to the AP Stylebook online regarding style questions.
Questions
The questions asked throughout the University of Dayton School of Law brand are designed to be thought-provoking, relevant to an adult student's daily life and not easily answerable with a simple "yes" or "no." Questions can and should touch on a variety of topics and tones, from politics to religion to practical living. Finally, questions should often employ the word "you" in them so the reader feels as if they are being challenged with a question. Here are some examples below.
School of Law Question Examples
Super Headlines, Headlines & Subheads
Superheadlines, headlines and subheads each have their own unique purpose. They also have a specific hierarchy. Super headlines are reserved for asking big questions or making bold statements and typically exist on the cover or within the first pages of a piece to set the tone. A super headline should always stand alone. Headlines are common and should be cleverly worded and thought-provoking because they serve as a lead-in to the story by engaging the reader and enticing them to read more. Finally, subheads usually act in tandem with the headline. In contrast with a dramatic headline, a subhead gives the reader more straightforward information, so they have an idea of the story's subject.
