We make things happen.
At the University of Calgary, we strive to cultivate an environment that fosters innovation, creativity, and entrepreneurial thinking. Our mission is to empower a community of forward-thinking individuals who are committed to pushing boundaries and creating positive change in the world.
Whether you're interested in launching your own startup, working for a leading technology company, or pursuing cutting-edge research, UCalgary is the perfect place to start your journey. It is where people and passion and purpose intersect, where access to education, research, and mentorship transforms ideas into action. Our vibrant community of like-minded trailblazers will shape the future through their unique ideas and initiatives.
We're a community of innovators and changemakers.
Our spirit shows in everything we do, from teaching and learning to research to building our communities.
UCalgary’s entrepreneurial spirit in action
Clear
We love to help people learn. We keep things straightforward by simplifying complex language and ideas, making them easy to read and understand.
Clear means: brief, concise, straightforward
Not: blunt, vague, passive
Warm
Our writing is approachable, like a conversation with a bright, thoughtful and caring friend. We try to help people succeed at every step.
Warm means: conversational, friendly, supportive, inclusive
Not: off-putting, distant, overly technical
Genuine
We show who we are through what we do. Our writing is infused with our values and principles. We don’t overstate our accomplishments or follow trends.
Genuine means: authentic, confident, distinctive
Not: Sarcastic, boastful, wishy-washy
Vibrant
We imbue our writing with creative energy that sparks new ideas. We stay positive and excited by possibility. We’re never naysayers; we're driven to find solutions.
Vibrant means: dynamic, creative, optimistic
Not: monotonous, bland, robotic
Learn more about our voice for web and social channels
Our tone
Tone is about mood. It requires understanding the audience’s context and writing for them in that moment of time. In other words, tone is driven by empathy.
Our audiences experience a range of emotions — excitement, grief, anger, joy, pride — as they interact with our brand in different ways, and it’s important to reflect those feelings in our writing. For example, a congratulatory message to a recently admitted student should be exciting, whereas an email about a policy change should be serious. Regardless of the tone, our personality and voice remain the same.
For information about CP style writing, visit UCalgary News Style Guide
