The Lancaster voice is:
Confident: We are highly knowledgeable and with the confidence and independence of spirit to shake off old assumptions and think for ourselves. We are proud of our achievements so far and we’re excited about what’s next, and what we can do to build brighter futures and find solutions to local and global problems. We know we are well regarded in the sector for everything a good university should be; we have the talent, skills and connections as well as a real desire for making positive change. Our partnerships in the UK and around the globe make us an important player. All of this means we have an important voice, and we should use it to showcase our expertise – be confident, not conceited.
Straightforward: There’s no reason why complex ideas can’t be made accessible. That means talking about our work in ways that are clear and relevant to our audiences, without resorting to ‘dumbing-down’. We get to the point. We are inclusive and take the time to explain any specialist language. Of course, if you are speaking to an academic or sector-specific audience, use of specialist language is appropriate and necessary. Use plain English where possible because the more people who can understand your ideas, the better.
Human: We are friendly, informal and inclusive. The work is serious, but we keep hold of a sense of empathy and fun. Because the Lancaster University experience should always be a human one, filled with opportunities for collaboration and partnerships. We want to encourage people to get in touch to see how we can work together.
For more information on Lancaster's brand and tone of voice, visit the Brand Guidelines.