> For the complete documentation index, see [llms.txt](https://uiccom.gitbook.io/style-guide/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://uiccom.gitbook.io/style-guide/college-of-medicine-logos-brand-and-style/write-with-the-college-web-style/voice-and-tone.md).

# Voice and Tone

As you write and edit content, be sure to adhere to the College's strategy for voice and tone.

## The College of Medicine Voice is Approachable 

Our voice should never project exclusivity. Language should be clear and direct, and should avoid internal or industry jargon.

## The College of Medicine Voice is Sincere 

To maintain trust with our audiences, our voice should never be cheeky or sarcastic. Sarcasm can be misinterpreted and doesn't easily translate to other languages or cultures.

## The College of Medicine is Professional

While we do want to avoid industry jargon or exculsive and internal language, we also want to avoid being too casual. 

## Voice is constant, but tone is variable. 

Choose your tone based on the content and context. Your tone will be more direct and official when writing about Covid-19, compared to a more enthusiastic, relaxed tone for a page about student interest groups.