TONE &
VOICE
The brand tone and voice of Wharton reflects the confidence, intelligence, and innovation that define our institution. Our language is clear, authoritative, and insightful — designed to engage a global audience of business leaders, scholars, and changemakers. Whether communicating through academic research, marketing materials, or digital content, our voice reinforces Wharton’s position as a trailblazer in business education and thought leadership.
Our Tone
Wharton’s tone reflects five key characteristics: the distinguished, substantial, dynamic, data-informed, and unequivocal nature of our institution. We communicate with clarity, confidence, and purpose, ensuring that every message reinforces our reputation as a world leader in business education and research. Whether addressing students, faculty, alumni, or the global business community, our voice is always informed, direct, and impactful — never vague or overinflated. Every word we use is backed by data and research, reflecting our commitment to substance over speculation. We embrace the evolving business landscape with agility and insight, and we speak with unwavering confidence in who we are and what we do.
Our Voice
These words should guide copy, design, and other creative choices within the work. They can be dialed up or down in order to appropriately address each audience. For instance, the work might be more “distinguished” when talking to a traditional donor, but more “dynamic” when talking to students or young alumni.
These tone words should drive that creative messaging, from headlines to body copy and every material regarding research at Wharton.
Unequivocal
We are forever confident in what we do and who we are. We talk straight and without ambiguity.
Data-Informed
We never succumb to conjecture or speculation. Careful thought and consideration produce real results.
Distinguished
Our history is storied and full of milestones. We never lose sight of what sets us apart from the pack, but we always remain humble.
Substantial
We don’t use empty words or make empty gestures. Everything we do has weight, content, and substance.
Dynamic
As landscapes shift, we shift with them. Business never stops moving or changing. Neither do we.
Unequivocal and Straightforward
We speak with clarity and conviction. Wharton’s voice is never hesitant or vague—we are direct, decisive, and unapologetically confident in our expertise. Our language reflects who we are: a world leader in business education with nothing to prove, yet everything to lead.
Examples
“Wharton’s expertise is not theoretical—it shapes global business outcomes.”
“We don’t speculate. We analyze, act, and deliver.”
Substantial and Meaningful
Every word we use has weight. We avoid fluff, filler, and overstatement. Our messaging is purposeful, research-backed, and deeply insightful—never performative.
Examples
“Wharton’s faculty don’t just study markets—they shape them. Their research drives policy, innovation, and investment decisions worldwide.”
“At Wharton, we think about the business world a lot and help shape industries.”
Data-Informed and Analytical
Wharton is known for rigorous, evidence-based insights. Our writing reflects this by avoiding speculation and focusing on proven strategies, emerging trends, and measurable outcomes.
Examples
“AI is transforming global finance, and Wharton’s data-driven approach equips leaders to harness its full potential.”
“We believe AI will change finance, and our programs will help prepare students for whatever happens.”
Dynamic and Forward-Thinking
The business world never stands still—and neither does Wharton. Our tone conveys momentum, adaptability, and action, ensuring we engage with the present while shaping what’s next.
Examples
“As industries evolve, Wharton evolves with them—preparing leaders not just for today’s challenges, but for tomorrow’s possibilities.”
“From AI to finance, Wharton translates emerging trends into actionable insights that drive real-world change.”
Distinguished yet Humble
Wharton’s legacy is unmatched, but we never rest on our history. We acknowledge our storied milestones while maintaining a voice that is grounded, forward-thinking, and always focused on what’s next.
Examples
“For over a century, Wharton has redefined business education—pioneering analytics, leadership, and global impact.”
“Wharton has always been the best business school, and our legacy speaks for itself.”
Brand Language in Practice
Utilize a tone of inquiry and weave Wharton’s determination to solve the world’s problems throughout your copy.
- Use active voice to convey clarity and authority.
- Write in the third person for institutional communications and in the first person for personal stories or testimonials.
- Maintain a conversational tone that balances professionalism and approachability.
- Avoid gender-specific language and strive for inclusivity.
- Be mindful of cultural sensitivity and avoid offensive or inappropriate language.
- Edit and proofread all content for accuracy, grammar, and punctuation.
Research Example:
“Wharton’s legacy as an analytical research powerhouse is undisputed within academic circles. So how can we leverage that reputation to ask and answer the questions most salient to the broader business community? Elevating our research impact means wielding our influence to benefit more people in more places for more outcomes.”
Innovation Example:
“As the original authors of business education, Wharton is best equipped to lead innovation for the business school of the future. From our unmatched programs for high school youth to our unparalleled experiences for global executives, our knowledge of what’s next lets us teach for the needs of tomorrow. Innovating through our pedagogy means being the catalyst for perpetual progress in academia, business, and beyond.”
Collaboration Example:
“Our success will allow us to champion an innovative engagement model in which industry, nonprofit, and academic alliances foster the exchange of information and insights.”
Mission and Vision Example:
“Our mission is not merely to observe the shifting dynamics of global business, but to shape them. By anchoring our vision in data-informed research and an unwavering commitment to substance, we look to the horizon to ask: What challenges will the next generation of leaders face, and how can we equip them to lead with integrity? Fulfilling our purpose means transforming foundational knowledge into immediate, real-world impact that elevates communities worldwide.”
Examples of Using the Brand Message
1. Copy for a web page focused on a nontraditional audience
2. Introductory copy for a web page with course information
3. Copy for a one-page advertisement focused on a nontraditional audience
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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