Voice & Tone

To keep our copy impactful and actionable, speak directly to the audience. Use “you” language and consider what action you ultimately want the reader to take.

Know what you want to say, then say it precisely and impactfully while immersing the reader in the Bryn Mawr experience. Use active voice to drive action and strive to be concise, but prioritize clarity over concision: it’s better to use five words and be clear than two words and not.

Our students, faculty, and alumnae/i are the best examples of the work we do. Highlight their stories, their wins, and the challenges they face as part of the Bryn Mawr story.

Just as we speak directly to the reader, we use an active voice to empower and inspire them to take action, whether it’s pursuing their next step or giving back to their alma mater.

As a women’s college, we serve and celebrate individuals who are cisgender, transgender, and those who do not navigate within the gender binary. Accordingly, when writing for the College, we use they/them pronouns by default unless referencing a specific individual who requests otherwise.

Always use the full name on first reference in any communication.

After first use of the name, "Bryn Mawr" should be the default, unless contextual confusion is possible with the community of Bryn Mawr, PA. 

May also be used after first use, in more casual contexts such as instances where character counts are limited, or in social media, athletics, internal communications, etc.

This term may be used in higher-level branding copy to describe Bryn Mawr College, but it should not be qualified with descriptors like "historical" or "formerly a."