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Tone of voice

Last updated:
18 August 2025

Close up photograph of the metal turnstiles entrance to bike storage. There is a black background poster stuck on the metal post with a white bike icon at the top which reads 'cycling to net zero'.
Entrance to bike storage at Central Saint Martins, 2022 | Poster design: Creative, UAL; Photograph: Ana Blumenkron

Our tone of voice is how we use language to present ourselves to the world.

We have 2 principles to help you communicate in an open, inspiring and creative way.

We’re a diverse, open community and want to reach as many people as possible. How we communicate should reflect that.​ Clear language enables and encourages everyone to engage with what we're saying.

Use everyday words​

Use everyday words to make our communication more accessible to the range of different people we speak to, including those for whom English won’t be their first language.

Examples: in order to → to; despite the fact that → although; ensure → make sure.

Use ‘we’ and ‘you’

Use ‘we’ and ‘you’ to make us sound warmer and more open, instead of using the third person.

Example: We believe in the power of creative people to imagine new futures and design positive change. ​

Keep it concise

Use short sentences and paragraphs so our audience can get information quickly.

Example: With the Biodesign MA at Central Saint Martins, you’ll learn how to bring the principles of biological life into design processes. The skills you gain will help build a more holistic, sustainable future.

Watch out for ‘higher education speak’

Try to adapt ‘higher education speak’ into everyday language, or provide an explanation afterwards.

Example: You’ll have the opportunity to work alongside and learn from industry partners.

Think outside of UAL

Think about how people outside UAL may read what you're writing; think about whether they would understand it and think it was written for them.

Example: BA Costume for Theatre and Screen at Wimbledon College of Arts introduces you to professional costume for theatre, film, television and live performance.

3 stacks of postcards on a wooden surface. A person holds up one postcard from the middle stack, the postcard reads 'Life at University can be challenging. We're here to support you' and there is a purple arrow directing to a QR code. The other 2 postcards read 'Community' and 'Skills'.
UAL reassurance campaign hand-outs, 2023 | Campaign design direction: Brand and Creative, UAL | Photograph: Rosie Stephenson

Our ideas help change the world around us. We want people to know this so our communication needs to be clear and relevant.

Imagine your reader​

Before you start writing, imagine you’re writing for one person: think about what they want, what they're feeling and where they will be reading. For instance, most of our prospective student audience will be reading on their phone.

Example: Got questions about studying with us? Our student ambassadors are here to help.

Show why it matters​

Our readers are busy and lots of other organisations want their attention, so think about what’s unique about what you’re writing about; why does it matter and why should your reader care.

Example: Online sexism is on the rise. In the Internet Equalities MA, you’ll explore how inequalities are embedded and perpetuated online.

Start with the main point ​

Put the key thing you want your reader to know at the start of your communication so it’s not missed.

Example: We help make sure English higher education remains world-leading. As a large university teaching...

Cut unnecessary words ​

Watch out for words that slow our communication down or make us sound hesitant, like ‘we are committed’ or ‘we aim to’.

Example: We’re using our expertise in human-centred research, teaching and knowledge exchange to help create a sustainable future for everyone.

Give examples​

Use examples and statistics to make our communication more meaningful and give evidence of the impact we’re making.

Example: We’re engaging the Waltham Forest community with fashion and making activities like local industry partnerships and sustainability workshops in secondary schools.