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Telling a consistent story about MSU helps audiences understand the value and impact of our university and the difference Spartans make. Every unit within MSU has a compelling story to tell.

Aim for clarity and impact. Avoid institutional and academic language that is less meaningful to the audience.

Use the following guidelines to establish the appropriate voice and tone and to communicate clear messages.

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.

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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.

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Spartans Will. & Generation Will

The Spartans Will. tagline and Generation Will messaging theme convey the value of the MSU brand to different audiences.

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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.

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History & Land-Grant Identity

Michigan State's history and land-grant identity are part of our university story and relevant to its next chapter.

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Editorial Style Guide

MSU’s Editorial Style Guide was developed for use by anyone creating nonacademic text pertaining to Michigan State University.

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Inclusive Guide

Michigan State University values communications practices that support belonging for all Spartans.

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