Message and Tone

Together we bring Calvin's story to life, using language and examples that express our university's master narrative, personality and more.

For details and application of the brand, view the official Brand Identity Standards (pdf).

The narrative

What is Calvin's mission? 

Calvin University equips students to think deeply, to act justly, and to live wholeheartedly as Christ’s agents of renewal in the world.

How, then, do we equip students for these tasks? In many ways, it is through wonder and discovery. When exploring God's world without reservation, students can be thoroughly changed by Christ. As they go through life pulling weeds and planting beauty, their life-bearing behavior is irresistible. Our motivation is not just for the benefit of the individual, but for all those in need of God’s truth and transformation.

Personality

Understanding our unique personality is critical to building attraction to who we are. Calvin’s personality is characterized by the following archetypes listed from most prominent to least:

Discoverer
Calvin is known as an intelligent and curious discoverer who constantly pursues God's truth and wisdom.

Innovator
As an innovator, Calvin is a thought leader with captivating gifts and talents imbued by the Creator.

Guide
Calvin serves as a dedicated guide, committed to caring for God's people and creation.

Challenger
Calvin is established as a challenger, honoring its historical roots and moving forward with a unique, Reformed Christian way of thinking.

Storylines

Based on community research, Calvin’s key themes have been condensed into five master storylines. Together, these storylines create a cohesive messaging platform—infused with Calvin University’s unique personality—to focus the master narrative.

1. Determined quest for truth and knowledge

2. Live and lead with courageous conviction

3. Uniting the heart and mind to engage the world

4. A dedicated community of faith and discovery

5. The deep and daring pursuit of excellence

General tone and style

Intended to be used in conjunction with the mechanical conventions found in Calvin's editorial style guide, here are style and tone suggestions to help you align your writing with the university’s emerging brand.

Reader-focused
Ensure that Calvin is accessible for a broad audience, including those new to Calvin. Stay away from "insider" lingo, and explain the uniquely Calvin terms that are necessary to use. Write directly to the reader whenever possible.

Action-oriented
Bring energy to your writing by focusing on action. Use verbs like "discover," "create," and "journey," as well as synonyms.

Evidence-based
Use anecdotes and examples, bringing your reader into the action, so that they can imagine being part of the Calvin experience.