Brand Voice

Headlines

Various headline styles demonstrate our brand by embodying "more" and showing, not telling. You do not need to stick only to these headline styles, but they should serve as inspiration.

Fully Headlines

Headlines with "fully" words embody the spirit of more Xavier.

Examples

To enable the more vibrant future we all seek, we must live—fully.

Thoughtfully.
Faithfully.
Carefully.

Contrast Headlines

This style utilizes contrast to demonstrate more Xavier. This style works only when the second part modifies the first, speaking to something that’s more than the first example.

Example

There’s move‑in, and then there’s Manresa.

Manresa is so much more than a typical college move-in experience.

Two-part Sentences

In these two-part headlines, the first part of the sentence stands on its own—but when you finish the sentence, it adds more meaning. These only work when the first part could stand on its own as a sentence; when it also works as a complete sentence upon adding the second part; and when adding the second part to the sentence results in a positive meaning.

Example

This is so much bigger than you ever thought possible.

"This is so much bigger than you” could stand on its own. The full sentence also makes sense, and adding “ever thought possible” adds positive meaning.

Body Copy

Use sentence case and punctuation when applicable.

We can flex our style between shorter, punchier copy and longer, more thoughtful copy depending on audience and context.

We speak in first person when we want to strike a warm and inviting tone. For example, in undergraduate/admissions contexts, "We" sounds more welcoming and inclusive to a prospective student than "Xavier University." We also use the first person when speaking to parents, faculty, staff and our community.

We speak in third person, i.e., Xavier University, in more formal external communications. For example, with academic peers, in more formal donor communications, etc.

Example 1

This is so much more than your typical orientation. Over this four-day experience, our Xavier upperclassmen welcome you to campus, get you settled into your dorm, and show you the ropes. On top of introducing you to our academic programs and advisors and our Ignatian values, we’ll connect you with fellow freshmen Musketeers in small groups—where you’ll form friendships that will carry you well beyond your four years here.

Example 2

This is where we start. To bring our full selves to every problem. To enable the more vibrant future we all seek, we must live—fully.

Read more about Brand Voice and Tone in the Brand Guidelines Document.