The voice of the University of Dayton is inspirational, confident and passionate. The copy tone speaks to UD’s commitment to providing a transformative education that helps students transform the world. Headlines should be powerful and thought-provoking.

Tone Words

The University's positioning statement is supported by tone words that reflect the personality of the institution. All University communications — from social media posts to environmental graphics to event promotions to printed pieces — should use the following tone words as a guide, though the prominence of certain tone words may shift based upon the audience.

  • Confident
  • Intelligent
  • Passionate
  • Uplifting
  • Welcoming
  • Challenging
  • Forward-thinking

Style Guidelines

To ensure all University publications and communications are accurate, efficient and consistent, the University of Dayton follows editorial style guidelines. The foundation of our editorial style guide is The Associated Press Stylebook (referred to as using "AP Style"), and it is augmented by a University condensed style sheet that contains local usages such as building names. The dictionary to be used with AP Style is Webster's New World College Dictionary.

AP Style should be followed for all marketing and communications pieces (print and electronic) that promote the University, its departments and its programs; provide information about UD and its activities; and major internal documents. The guide does not apply to scholarly or academic works, such as research papers or grant applications; those documents should follow the style requested by their corresponding journal, research institution, etc. 


University Marketing and Communications

300 College Park 
Dayton, Ohio 45469 - 1303