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.
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