Voice & Tone

Voice and tone define how we communicate—our personality, perspective, and approach—across all content. While YSM and Yale Medicine share a common foundation rooted in Yale’s values, their voices and tones differ to meet the expectations of their audiences.

This section explains what we mean by voice and tone, how they function together, and how they are applied differently for YSM and YM. Use this guidance to ensure communications feel cohesive and intentional, whether you are writing for academic audiences, patients, or the broader public.

VOICE reflects the consistent personality behind all of our content—the expression of our shared values, expertise, and humanity. It reflects who we are as an institution and remains steady across both brands. Our voice is confident, clear, informed, human.

TONE is the attitude or emotional quality applied to that voice in a specific context. Tone shifts based on who we are speaking to and what they need. For YSM, that may mean a tone that is confident, precise, and intellectually engaging for academic and research audiences. For YM, the tone becomes warmer, more reassuring, and more plainspoken to support patients and families seeking clarity and guidance.

In essence, our voice is shared, grounded in Yale’s mission and identity. Our tone adapts—helping each site meet its audience where they are while maintaining a coherent institutional presence. Defining and applying distinct yet harmonized tone and voice guidelines helps us:

• Build trust by speaking clearly and authoritatively;
• Showcase our leadership in medical education, scientific research, and patient care;
• Humanize our experts and connect with readers on the level at which they seek information;
• Translate complexity into clarity, without oversimplifying or overwhelming;
• Emphasize the real-world impact of our discoveries and our care.