All Together Different
George Mason is a large and complex organization with many audiences. And while it may seem like our goals for communicating with those audiences involve informing or persuading, our overarching goal should be to inspire. We achieve this goal by sharing content that exemplifies George Mason's commitment to diversity, grit, inclusivity, and audacity—the traits that make us All Together Different.
Editorial Basics
Your writing may be tailored for different platforms (website copy, social media posts, brochure copy, etc.) and different goals (hype, awareness, call to action), but the following are basic principles that apply to all writing at George Mason University.
How We Refer to Ourselves
George Mason University
George Mason
Use George Mason University on first reference, and George Mason on all subsequent references. Use of GMU is limited to URLs and on products.
Brand Voice
George Mason's brand voice is optimistic, inclusive, driven, and proud.
A brand's voice is its consistent personality that builds trust and helps people recognize us. Consistent use ensures that even though many people write on behalf of the university, all our communications reflect George Mason's unique character.
Editorial Style
Editorial style is the writing style for the university. Our Editorial Style Guide covers specific writing considerations that are unique to George Mason, including points where our writing style diverges from Chicago Style.
Writing in the Brand
Using these techniques when writing in the brand transform passive updates into persuasive evidence of George Mason's impact. By linking back to the university's pillars, you ensure every achievement reinforces our "why" and drives organizational support.
Use Proof Points
George Mason is a place of action and results where we deliver on our promises. Proof points are facts that support these and other messages in our writing. They may take several forms and may apply to a specific person, department, program, unit, or the university as a whole. Get in the habit of incorporating proof points in your writing. Use them as callouts, headlines, or work them into the body of your messages.
Keep It Active
Be clear that it didn’t just happen at George Mason, it happened because of George Mason. Weave in one or more of the brand pillars to illustrate how we are different and how the work we do is unique to George Mason. Avoid passive voice phrasing, which can obscure who the main driver of action is.
Connect the Proof Points to the Pillars
Don't just copy and paste proof points into your messages—rewrite them so that they connect back to our pillars. Creating these links for the reader transforms the proof points from mere facts into persuasive messaging that helps us illustrate how we are different and how the work we do is unique to George Mason.
Address the "Why"
Don’t assume the audience understands the gravity of a problem George Mason is trying to solve. Be clear and direct about the problem or issue and offer context about why George Mason's work is valuable and how it impacts the reader.
Brand Tagline
What Is the Brand Tagline?
The brand tagline All Together Different is the simplest distillation of who George Mason University is and what our brand stands for. We use this tagline both visually and linguistically in the context of our communications to reinforce the George Mason brand position.
How to Use the Brand Tagline
- Use the tagline with proof points that demonstrate how George Mason and its approach to education are different.
- Use the tagline in title case and differentiate it from the copy using an italic or bold font. The tagline can also be used in all caps when set apart from body copy.
What to Avoid When Using the Tagline
- All Together Different should not be rewritten, shortened, or adapted into alternate phrases
- Do not repeat the tagline multiple times within the same piece
- Do not use it without context or proof points
- Avoid humorous, ironic, or sarcastic uses. Do not use the tagline in ways that undermine its meaning