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Voice, Tone and Audience
When creating communications about MSU, consider who you are speaking to and how you want your message to sound to your audience.
Telling Brand Stories
Our core brand narrative builds understanding and affinity among our audiences. MSU’s brand messages help communicate what is distinctive about MSU and how we deliver on the promise of our positioning.
Spartans Will.
The Spartans Will. tagline conveys the value of the MSU brand to different audiences.
Boilerplate Text
The MSU boilerplate is standardized language that briefly describes Michigan State University and its priorities. Both short and long versions may be used by all at MSU.
History & Land-Grant Identity
Michigan State's history and land-grant identity are part of our university story and relevant to its next chapter.
Editorial Style Guide
MSU’s Editorial Style Guide was developed for use by anyone creating nonacademic text pertaining to Michigan State University.
