- This brand voice guide serves as a compass, helping us communicate with clarity, passion, and purpose.
- Whether you’re a longtime USITT Member, a collaborator, or simply curious about the world of live entertainment, we want you to hear our voice clearly and consistently.
Target Audience
- Live entertainment professionals (designers, technicians, educators, students) across all disciplines (lighting, sound, scenery, stage management, costumes, props, makeup, etc.)
- Students, investing in students is an investment in the future of live entertainment. USITT can nurture their talent, provide them with valuable resources, and help them build successful careers.
- Industry professionals (manufacturers, suppliers, vendors)
- Anyone with a passion for live entertainment
Voice and Tone
- Knowledgeable: USITT speaks with authority and expertise on all aspects of live entertainment technology.
- Approachable: USITT is a friendly and welcoming organization, accessible to everyone.
- Enthusiastic: USITT conveys a genuine passion for live entertainment and its power to connect people.
- Professional: USITT maintains a professional and respectful tone in all communications.
- Encouraging: USITT inspires its audience to learn, grow, and contribute to the industry.
- Inclusive: USITT uses language that is welcoming and respectful of all individuals.
Key Messaging
- USITT is the leading organization for live entertainment professionals and students.
- USITT provides resources, education, and advocacy to support the industry.
- USITT fosters innovation and collaboration within the live entertainment community.
- USITT is dedicated to excellence in all areas of theatrical production.
Writing
Our USITT copy principles uphold our unique voice and tone and assist with consistent copy across all mediums.
- Informative and Understandable
- Compelling and Memorable
- Respectable and Inclusive
- Conversational and Approachable
USITT is committed to clear, consistent, and professional communication across all its endeavors. This writing style guide outlines preferred practices for capitalization, formatting, and terminology for USITT documents, publications, and communications.
Following these guidelines ensures consistency and clarity in our work, fostering better understanding and collaboration within the live entertainment industry. This guide is not exhaustive, and specific questions or situations may require further clarification. For those instances, please don’t hesitate to contact the USITT.
Capitalization in all uses
- Member(s)
- the Institute
- Conference / Annual Conference & Stage Expo
- Powering Live Entertainment
General Rules
- Ampersand when saying Annual Conference & Stage Expo
- Theatre not theater
- Live entertainment instead of theatre when possible
- Use USITT on first reference instead of United States Institute for Theatre Technology
- Website Copy: “USITT is the leader in life-long learning opportunities for the entertainment design and technology industry. It is composed of Members at all levels of their careers and embraces new and innovative technologies being used in the live entertainment industry.”
- Social Media Post: “Take a trip across the pond for USITT’s 2024 Costume Symposium! This summer’s symposium takes place at Arts University Bournemouth, where you can dive into the world of British Historical Costume in Film!”
- Conference Announcement: “USITT25 is heading to Columbus for four days of immersive education, innovative technology, industry connection, and countless recruitment opportunities. Join us in the Arch City as we Power Live Entertainment!”