1: Brand Voice

We want to find a middle ground between an overly formal tone, and an overly friendly one.  This isn’t about hard and fast rules, but we have identified a number of protocols to keep in mind that can help you create a consistent ACU tone.  This can be summarised as showing form, rather than formality; and being a friend, rather than friendly.

The brand guidelines have some helpful charts and examples to get you on your way to being an expert in our brand voice.

2: Writing Protocols

Writing protocols covering naming, capitalisation, and common words and phrases can be found in the brand guidelines. These are for general use in all publications across ACU

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