Brand Guidelines

VOICE

The people of MIT Sloan do world-changing work every day and our messaging reflects that. 

We are MIT’s School of Management, leading the way toward an ambitious vision of what a business school can be. Our brand voice confidently expresses this differentiation. 

Therefore our brand voice is:

ACTIVE
We don’t just think, we do. Strong, tangible words drive our messaging to reflect that.

INVITING
We communicate directly to people. We invite readers to lean closer, learn, and contribute.

PROUD
We confidently own our achievements. Anything less is a disservice to the impact of our work. 

LEAN
We write clearly and concisely. Straightforward language is both smart and accessible. 

As you craft messaging in MIT Sloan’s brand voice, strive to keep your writing active, inviting, proud, and lean. Here are some tips on how to do that:

  • Lead with verbs.
  • Use the second person to speak directly to readers in marketing materials.
  • Avoid the passive voice.
  • Cut unnecessary words and keep sentences and paragraphs concise.
  • Don’t be afraid to make strong claims — just make sure to back them up with evidence.
  • Always consider: Who is my audience? How can I tailor my message to connect with them? What action does this message aim to drive? How can I make this shorter?

MESSAGING
Our taglines empower you with multiple options that embody the MIT Sloan brand voice - use the one that works best for each communication.

INVENT THE FUTURE

Invent the future is a uniting message that describes the work of our entire community. It is active and forward-looking, and invites people to join us in our mission.

A few guiding principles on usage: 

  • Invent the Future should be used as a top level message for marketing and communications, inclusive of all activities, programs and offices of the school. 
  • Invent the Future should stand alone. It should not be used as a logo locked up with other graphics or words. 
  • Consider using the Invent the Future tagline for PPT cover slides, environmental designs, or as a graphic element. 
  • Invent the Future copy may be modified in the following ways. If you are considering other modifications, please contact the Office of Communications for approval. 
    • Invent your future
    • Inventing the future
    • Invent the future with MIT Sloan
    • Invent the future at MIT Sloan
    • Invent the future. Start with yours. 

ADDITIONAL TAGLINES
BECOME SMARTER TOGETHER
MAKE IDEAS MATTER
POWER IMPACT
LEAD WITH PURPOSE
UNLOCK COMPLEX CHALLENGES

These taglines complement Invent the Future: they are the active embodiments of this school-level uniting message.