Applying
the Marquette Brand in Print
The copy tone for Marquette’s marketing materials is driven by the personality captured in the brand triangle:
- Smart
- Vibrant
- Passionate
- Caring
- Fun
In general, copy should be conversational and relaxed rather than
institutional — as though the reader is sitting across the table
from the writer.
Copy should always be written with the specific audience in mind. Given that,
copy may change slightly depending on the age of the audience, their familiarity
with Marquette and their openness to the information being communicated.
We have only seconds to make a brand impression on our audience. Copy that
strives for brevity and clarity generally has greater impact.
More information (PDF)
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