We want audiences to connect with our brand in a personal way, and that means talking more like a person (go figure). By carefully selecting our words, and phrasing them within a consistent, deliberate writing style, the Mountaineer personality comes to life. 


Six personality traits drive the voice and image of our brand.

View Personality


To bring tagline alive in headlines, without beating the phrase itself to death, we’ve created a few guidelines for communicating the essence of our brand.

View Flexibility

Getting It Right

Keep these tips in mind to make sure we’re all writing in the same voice.

View Getting It Right

Style Guide

Standards for consistent spelling, punctuation and use of WVU-related words and expressions.

View Style Guide

Statements and Rankings

View Statements and Rankings