Editorial Style

Ours is the voice of a community of scholars firmly rooted in the intellectual tradition of the Church, driven by wonder at the created world, and eager to help others discover their place in it.

Though our tone changes as fits our message and its intended audience, our brand voice always has the following qualities:

Purposeful

We always understand why we are writing and to whom, and we know how we want our readers to respond. When we craft a story or a piece of promotional content, we always ask how it will benefit or interest our audience.

We do not pad our prose with unnecessary modifiers, but we take pains to ensure that our writing conveys ideas as clearly and directly as possible. We avoid vague and abstract generalities, particularly when speaking on matters of Catholic faith and practice. 

Intelligent and Curious

We communicate the life and work of a 140-year-old research university equally fluent in the liberal arts as we are in the sacred, social, and material sciences. We are unafraid to wade into subject matter the average reader may find technically complex or morally and spiritually challenging. 

But this doesn’t mean we remain aloof; rather, we invite our audiences into conversation with our experts and we accompany them on a journey of discovery.

Reverent

Neither the people we feature in our stories nor our audiences are objects or “personas”; they are unique persons with inherent, God-given dignity. We mine for the truth, beauty, and goodness of the human experience in all of the content we produce (think: benefits over features, life-changing discovery and the power of grace over superficial statistics and event reporting, and people before programs). 

We are not pietistic, but we speak with reverence for the Church and her practices, beliefs, and mission. We are stewards of all of these. In practical terms, this means we do not make light of articles of faith, nor use cheap, “churchy”-sounding slogans.

Confident

We are entirely committed to our Catholic identity and to our academic mission. We do not feel the need to equivocate about our dedication to Christ because we understand that our faith allows us to embrace those who do not share our beliefs. Our language is never strident, and our tone is never defensive.

Joyful

Our voice radiates warmth and genuine enthusiasm, rooted in a deep sense of gratitude for the gifts of faith, reason, and community. We approach our work with a lightness of spirit that stems from our appreciation of the Lord’s blessings and the privilege of our mission. This joy manifests in our welcoming tone, our celebration of achievements both great and small, and our ability to see grace at work in challenging situations. 

We’re not afraid to use humor when appropriate, recognizing that laughter and lightness can be powerful tools for connection and learning. The joy in our voice reminds our audiences that the pursuit of knowledge and the journey of faith are not just serious endeavors, but also deeply fulfilling experiences full of surprises.

Many Parts. One Body

When we speak and look like a unified institution, everything we do in the name of The Catholic University of America broadens and deepens our impact and confirms our strong identity to all our audiences. To that end, The Catholic University of America Style Guide is designed to help everyone be effective, cogent ambassadors of the University’s image, reputation, and mission.

This guide is based on three recognized style guides: primarily The Associated Press Stylebook; secondarily, the CNS (Catholic News Service) Stylebook on Religion and The Chicago Manual of Style. In addition, the University’s primary reference book regarding spelling is Webster’s New Collegiate Dictionary. This guide is intended for offices in the University only; it is not an academic style guide for students writing papers, theses, or dissertations. The guide is updated periodically for its own purposes and on behalf of other University entities.

The Division of University Communications adheres to this style guide for all the printed and online publications it produces, including magazines, reports, newsletters, brochures, fliers, ads, web stories, and press releases, and all the communications it disseminates. We urge all schools, departments, and offices to follow it as well so that together we can maintain the integrity of our University’s visual and editorial brand.

For questions not answered here, please consult AP, Chicago, or CNS, or call the Division of University Communications at 202-319-5600.