, but this code // executes before the first paint, when

ÃÛÌÒapp

is not yet present. The // classes are added to so styling immediately reflects the current // toolbar state. The classes are removed after the toolbar completes // initialization. const classesToAdd = ['toolbar-loading', 'toolbar-anti-flicker']; if (toolbarState) { const { orientation, hasActiveTab, isFixed, activeTray, activeTabId, isOriented, userButtonMinWidth } = toolbarState; classesToAdd.push( orientation ? `toolbar-` + orientation + `` : 'toolbar-horizontal', ); if (hasActiveTab !== false) { classesToAdd.push('toolbar-tray-open'); } if (isFixed) { classesToAdd.push('toolbar-fixed'); } if (isOriented) { classesToAdd.push('toolbar-oriented'); } if (activeTray) { // These styles are added so the active tab/tray styles are present // immediately instead of "flickering" on as the toolbar initializes. In // instances where a tray is lazy loaded, these styles facilitate the // lazy loaded tray appearing gracefully and without reflow. const styleContent = ` .toolbar-loading #` + activeTabId + ` { background-image: linear-gradient(rgba(255, 255, 255, 0.25) 20%, transparent 200%); } .toolbar-loading #` + activeTabId + `-tray { display: block; box-shadow: -1px 0 5px 2px rgb(0 0 0 / 33%); border-right: 1px solid #aaa; background-color: #f5f5f5; z-index: 0; } .toolbar-loading.toolbar-vertical.toolbar-tray-open #` + activeTabId + `-tray { width: 15rem; height: 100vh; } .toolbar-loading.toolbar-horizontal :not(#` + activeTray + `) > .toolbar-lining {opacity: 0}`; const style = document.createElement('style'); style.textContent = styleContent; style.setAttribute('data-toolbar-anti-flicker-loading', true); document.querySelector('head').appendChild(style); if (userButtonMinWidth) { const userButtonStyle = document.createElement('style'); userButtonStyle.textContent = `#toolbar-item-user {min-width: ` + userButtonMinWidth +`px;}` document.querySelector('head').appendChild(userButtonStyle); } } } document.querySelector('html').classList.add(...classesToAdd); })(); Message and Tone Marketing and Communications | ÃÛÌÒapp

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Message and Tone

Together we bring ÃÛÌÒapp's story to life, using language and examples that express our university's master narrative, personality and more.

For details and application of the brand, view the official Brand Identity Standards (pdf).

The narrative

What is ÃÛÌÒapp's mission?Ìý

ÃÛÌÒapp equips students to think deeply, to act justly, and to live wholeheartedly as Christ’s agents of renewal in the world.

How, then, do we equip students for these tasks? In many ways, it is through wonder and discovery. When exploring God's world without reservation, students can be thoroughly changed by Christ. As they go through life pulling weeds and planting beauty, their life-bearing behavior is irresistible. Our motivation is not just for the benefit of the individual, but for all those in need of God’s truth and transformation.

Personality

Understanding our unique personality is critical to building attraction to who we are. ÃÛÌÒapp’s personality is characterized by the following archetypes listed from most prominent to least:

DiscovererÌýÌý
ÃÛÌÒapp is known as an intelligent and curious discoverer who constantly pursues God's truth and wisdom.

InnovatorÌýÌý
As an innovator, ÃÛÌÒapp is a thought leader with captivating gifts and talents imbued by the Creator.

GuideÌýÌý
ÃÛÌÒapp serves as a dedicated guide, committed to caring for God's people and creation.

ChallengerÌýÌý
ÃÛÌÒapp is established as a challenger, honoring its historical roots and moving forward with a unique, Reformed Christian way of thinking.

Storylines

Based on community research, ÃÛÌÒapp’s key themes have been condensed into five master storylines. Together, these storylines create a cohesive messaging platform—infused with ÃÛÌÒapp’s unique personality—to focus the master narrative.

1. Determined quest for truth and knowledge

2. Live and lead with courageous conviction

3. Uniting the heart and mind to engage the world

4. A dedicated community of faith and discovery

5. The deep and daring pursuit of excellence

General tone and style

Intended to be used in conjunction with the mechanical conventions found in ÃÛÌÒapp's editorial style guide, here are style and tone suggestions to help you align your writing with the university’s emerging brand.

Reader-focusedÌýÌý
Ensure that ÃÛÌÒapp is accessible for a broad audience, including those new to ÃÛÌÒapp. Stay away from "insider" lingo, and explain the uniquely ÃÛÌÒapp terms that are necessary to use. Write directly to the reader whenever possible.

Action-orientedÌýÌý
Bring energy to your writing by focusing on action. Use verbs like "discover," "create," and "journey," as well as synonyms.

Evidence-basedÌýÌý
Use anecdotes and examples, bringing your reader into the action, so that they can imagine being part of the ÃÛÌÒapp experience.

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