Bard College at Simon's Rock: the Early College
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Voice and Tone

Communicate the most important messages clearly and succinctly.

Simon’s Rock Cause

Do: Reference specific aspects of Simon’s Rock culture, vision, and values

Consider our:

  • Passion for liberal arts and intellectual exploration
  • Structural and existential distinctness from the typical educational experience—we are an early college
  • Our commitment to inclusion and diversity
  • Our self-awareness and pride that we are different and exceptional

Don’t: Write generic copy that would fit in any higher education setting

Avoid 'prep'

While the Academy and the College do prepare students for the next state of their life. It is not college prep and has value in and of itself. 

Avoid 'Acceleration'

While Simon's Rock students graduate college earlier than traditional tracks, the emphasis is not on acceleration or getting there faster. Simon's Rock has value right now. 

Convey Emotion

Do: Inspire, connect, and intrigue

Take creative chances. Even at the highest level of institutional communications, Simon’s Rock can be playful and quirky, display profound erudition, make literary allusions, and in short, use the full palette of rhetorical devices available to learned discourse. Our voice is confident, that of a proud leader and innovator.

Don’t: Settle on dry descriptions

Exceptions: Instructions and transactions need to be concise and understandable. There will be times when dry descriptions are the best response. But there should be an emotional pitch that prepares a person for the transaction.

Illustrate with specifics

(Show, Don’t Tell)

Consider specific examples. Make use of testimonial quotes and video profiles that reinforce the message.

Skim and In-Depth

Cater to both reading styles.

For skimmers:

  • Use frequent headers to present a clear visual information hierarchy
  • Use lists and additional patterns to supplement, breakup, or eliminate text
  • Supplement text with images
  • Convey meaning for users who only read headers, captions, and/or only the first sentence of a section

 

“Pull quotes break up the text and serve content to readers who scan text.”

-The Guide

 

For in-depth readers:

  • Use illustrative and compelling copy that rewards the (optional) attention to detail


Voice/Tone Examples