The College of Fine Arts expresses its brand through all written and visual communications, from our website and social media channels to our magazine and other print collateral.
While we have defined the college's unique flavor of The University of Texas at Austin brand, it's important that our brand reflects that we are part of the university's powerful brand. This affiliation is represented in our color palette, our voice and tone and more.
Below, we share more about our voice and tone and key messages. In this section of the website, you also find brand resources related to
How We Present Ourselves
Voice and Tone
Our tone is confident, yet warm and inviting; intellectual but unpretentious.
We work to keep our writing accessible and avoid technical jargon and “artspeak” that might not have meaning for our audiences. We work to write concisely and to write in an active voice. We work to “show, not tell” in our writing.
Written Style
We mostly follow AP Style in written copy, with a few exceptions specific to the university or the college. (For example, we italicize titles instead of using quotes, per AP Style.) For more information on our written style, please visit our internal written style guide.
Our Name
The official name is the College of Fine Arts or, if the association with the university is not clear from the surrounding context, the College of Fine Arts at The University of Texas at Austin.
First Mention
The formal name, the College of Fine Arts, should be used as the first or dominant mention of the school in a document, page, or website.
Secondary Mentions
After the formal name has been used, it is permissible to identify the school in secondary mentions as “the college.” Please do not refer to the college as “COFA” in any external-facing communications.
Narrative Description
The College of Fine Arts is the college of creativity at The University of Texas at Austin — a home for artists, performers, designers, scholars, makers and creatives ready to change the world.
With an emphasis on research and the creation of new work, our students work to master their craft every day and have ample opportunities to perform, exhibit and present their work. As a comprehensive visual and performing arts college embedded in an R1 public institution, our college includes the Butler School of Music, the Department of Art and Art History, the Department of Theatre and Dance, the School of Design and Creative Technologies, Texas Performing Arts, the university’s arts presenting organization, and Landmarks, the university’s public art program.
Messaging and Audiences
Key Messages
- Creativity/Creatives: We are the college of creativity at The University of Texas at Austin—a home for artists, performers, designers, scholars, makers and creatives ready to change the world.
- Living imaginatively: Creativity is at the heart of everything we do as students explore the full range of human expression
- Collaboration: We’re breaking down silos across disciplines, as students work together to create something greater than the sum of its parts
- Hands-on/experiential learning: Our students work to master their craft every day and have ample opportunities to perform, exhibit and present their work
- Building resilience and critical thinking skills: We live in a complex world full of ambiguity, but our students learn to navigate challenges and problems where there’s not always a “right” answer.
- Responsive curriculum: Our curriculum is always evolving to respond to changes in the culture and job market to ensure that our students are prepared to enter their chosen fields after graduation
Key Audiences
- Prospective students
- UT administrators
- Current students
- Current faculty/staff
- Media
- Alumni
- Parents
- Prospective faculty/staff
- Austin arts patrons
- Donors/Prospective donors
- Industry partners
- Peer institutions