LANGUAGE
SYSTEM
The language system defines how Wharton communicates with clarity, consistency, and purpose across all channels. It includes guidelines for tone and voice to ensure that messages resonate with diverse audiences, as well as detailed personas and an editorial style guide to maintain alignment across every written piece. These pages serve as a comprehensive resource for crafting impactful communications that reflect Wharton’s identity and values.
Each asset we create should elevate general awareness of Wharton, such as our values, the educational experience we provide, and the achievements of our students and faculty. We should also enhance our community’s understanding of the brand and their engagement with it.
Language Guidelines
General Overview of Style
On most matters of style, follow The Associated Press (AP) Stylebook. When the AP Stylebook does not address a specific question, refer to The Chicago Manual of Style. For questions of spelling, refer to the Merriam-Webster Dictionary and use the first spelling listed.
The rules described in this manual are intended for most publications and websites containing running text. Exceptions may be made for other types of promotional materials, such as invitations, event schedules and programs, course catalogs, calendars, and rosters.
Editorial Style Guide
This Editorial Style Guide is designed to help you, the content producer, prepare copy for publication, and it refers specifically to Wharton’s editorial style. Whether you’re writing text for a brochure or website, editing stories for your program’s newsletter, or creating a flyer to announce a campus event, you should use this guide as a reference to create a consistent style in everything written for and about the Wharton School.
This is also a helpful resource to share with interns, guest bloggers, and occasional content creators from inside and outside the School to ensure that our brand voice is consistent across all channels, no matter who’s writing the copy.
Language System Guidelines
Follow The Associated Press (AP) Stylebook for general writing guidelines.
- Refer to the Wharton School Editorial Style Guide for specific brand-related terms, spellings, and usage preferences.
- Adhere to proper grammar rules and guidelines, ensuring accurate and effective communication.
- Maintain consistency in punctuation, capitalization, and sentence structure throughout all written content.
- Use language that is relevant to the target audience, aligning with their interests and aspirations.
- Prioritize clarity and avoid jargon or excessive use of technical terms.
- Highlight the Wharton School’s unique strengths and competitive advantages, such as faculty expertise, global reach, the alumni network, and interdisciplinary programs.
- Showcase the achievements and success stories of alumni, faculty, and students to demonstrate the real-world impact of a Wharton education.
- Encourage engagement and interaction, inviting readers to explore further, ask questions, or participate in relevant initiatives.
Before publishing, ask yourself the following questions:
- Would an average person coming to this page understand the terms I’m using?
- Have I read it through carefully to identify difficult phrasing, confusing terminology, or grammatical errors?
- Is any ancillary content helpful? Does it add something related to the main page content?
- Is this content primarily informative and not descriptive?
- Does it sound like a conversation and not a sales pitch?
Special Groups
Learn about the brand guidelines for your specific group.
The Brand Guideline Sheet is included with each logo system. This essential resource offers a clear visual and technical breakdown of the logo architecture, including the approved color palette and specific usage requirements. Created with accessibility in mind, these guidelines empower all team members — regardless of design expertise — to apply the Wharton visual identity with precision, ensuring brand consistency across every platform. The PDF is editable (similar to an EPS file); just ask your vendor to open the file in their vector software (e.g., Adobe Illustrator or Figma).
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