Oklahoma State University Style Guide by Oklahoma State

2017

Style Guide for the Oklahoma State University system

Contents Who are the guidelines for?.............................. 02

Campus wordmarks........................................... 16

Commercial and promotional uses of the

Logo college/agency wordmarks.................... 17

university marks............................................... 02 Graphic standards oversight............................ 02 Legal ownership statement.............................. 03 Equal opportunity statement............................ 04

Unacceptable uses............................................. 20 Secondary marks................................................ 21 Subsidiary marks................................................. 25 Expired logos, wordmarks and seal................ 27

Cost statement.................................................... 05

Official color palette............................................ 28

University positioning statement: America’s

Authorized fonts.................................................. 30

Brightest Orange®........................................... 06 Understanding OSU’s logo system................. 08

Editorial style........................................................ 33

Primary university logos..................................... 12

Useful links OSU Style Guide online — http://universitymarketing.okstate.edu/content/style-guide Logo submission form — http://universitymarketing.okstate.edu/logodepot Athletic marks style guide — https://trademarks.okstate.edu/athletic-style-guide Get a print copy of this style guide at http://www.osuokc.edu/dsf OSUIT Editorial Style Guide — http://go.osuit.edu/communications/office/guidelines/editorial OSUIT Brand Identity Guide — http://go.osuit.edu/communications/office/guidelines/brand

Revised 02-06-2017

University Marketing 305 Whitehurst 405-744-6262 universitymarketing.okstate.edu brandosu@okstate.edu The marks of Oklahoma State

Trademarks and Licensing Administration 160-Q Gallagher-Iba Arena 405-744-6238 / fax 405-744-8445 licensing@okstate.edu

Oklahoma State University S t y l e G u i d e

University are controlled under a licensing program administered by the Collegiate Licensing Company. Any use of these marks will require written approval from the Collegiate Licensing Company.

Oklahoma State University, in compliance with Title VI and VII of the Civil Rights Act of 1964, Executive Order 11246 as amended, and Title IX of the Education Amendments of 1972 (Higher Education Act), the Americans with Disabilities Act of 1990, and other federal and state laws and regulations, does not discriminate on the basis of race, color, national origin, genetic information, sex, age, sexual orientation, gender identity, religion, disability, or status as a veteran, in any of its policies, practices or procedures. This provision includes, but is not limited to admissions, employment, financial aid, and educational services. The Director of Equal Opportunity, 408 Whitehurst, OSU, Stillwater, OK 74078-1035; Phone 405-744-5371; email: eeo@okstate.edu has been designated to handle inquiries regarding non-discrimination policies. Any person (student, faculty, or staff) who believes that discriminatory practices have been engaged in based on gender may discuss his or her concerns and file informal or formal complaints of possible violations of Title IX with OSU’s Title IX Coordinator 405-744-9154. This publication, issued by Oklahoma State University as authorized by the Vice President of Enrollment Management & Marketing, was produced for print-on-demand distribution at no cost to the taxpayers of Oklahoma.

When people look at the Oklahoma State University logo, they don’t just see the logo. They see degrees and instructors, athletic events and Old Central. They remember their relationships with OSU. To them, the OSU logo represents the sums of many wonderful memories and experiences at the university. How people — alumni, students, future students, potential donors and the public at large — feel about OSU directly relates to the university’s success. In a sense, the logo speaks on OSU’s behalf without saying a word. It represents who we are and what we stand for. It is the visual representation of our reputation. Therefore, it is vital to build and maintain a strong logo, a strong visual identity. To accomplish that, the logo must be used in a consistent way. It must appear the same in every instance. It must have the proper shades of orange and be in the proper proportions. It must be paired with inferior marks with carefulness. It must be used in appropriate contexts always. This guide establishes the rules for the university’s logos and additional identity marks, such as emblems, wordmarks and even Pistol Pete. Inside, you’ll find all you need to know about using the OSU identity marks in all media. Proper and legal use of the logos protects the university’s image and distinguishes us from other institutions. We appreciate your willingness to support, protect and advance the image of OSU. If you need additional information regarding the use of the OSU identity marks in media, contact the university marketing office at 405-744-6262. Thank you for your assistance,

Kyle Wray Vice President of Enrollment Management & Marketing

Oklahoma State University S t y l e G u i d e

Strategy, Purpose & Policy OSUâ&#x20AC;&#x2122;s strategic communications begins with the guidelines in this style guide. The guidelines provide all the information necessary to ensure the accurate and effective presentation of OSU to internal and external audiences. The guidelines encompass OSUâ&#x20AC;&#x2122;s family of graphic elements, including the OSU logo, nomenclature, wordmarks, emblems, positioning statement, university seal, color palette and recommended typefaces.

Who are the guidelines for? All academic, research, outreach, student services, authorized student organizations and administrative units of Oklahoma State University are subject to the style guides, including units funded through or by the university that are not legally autonomous. Outside agencies or publishers that create print or electronic publications for any OSU units are also required to abide by these guidelines as per the licensing agreement.

Commercial and promotional uses of the university marks Oklahoma State University asserts ownership over its name, marks and slogans, and those cannot be used to imply or suggest endorsement of any product or service not provided by the university. The university marks, positioning statement, athletic logos and other marks are registered and protected by law. Individuals and organizations outside the university who wish to use any of the university marks for commercial purposes or for promotional activities must first obtain permission from the trademarks and licensing office. Kurtis Mason, Trademarks and Licensing Administration Email: kurtis.mason@okstate.edu; Phone: 405-744-6238; Fax: 405-744-8445

Graphic standards oversight OSUâ&#x20AC;&#x2122;s Office of University Marketing administers the graphic identity program for university constituents. The trademarks and licensing administration office primarily works with concerns outside the university.

Oklahoma State University S t y l e G u i d e

Nevertheless, both offices together are charged with oversight of the university’s graphic standards. All use and policy questions or requests for variances can be directed to either university office. Oklahoma State University prohibits the use of institutional marks with language or depictions that are insensitive or offensive based on race/ethnicity, color, gender, creed, religion, sexual orientation or national origin.

Legal ownership statement Oklahoma State University asserts ownership over its name, trademarks, slogans, logos, mascot and any combination that refers to or is associated with OSU. This intellectual property is registered with the United States Patent and Trademark Office and the Office of the Secretary of State of Oklahoma. The Office of Trademarks and Licensing, working with the Office of Legal Counsel, is responsible for the administration and management of OSU’s trademark and logos. The mission for the Office of Trademarks and Licensing is to 1) ensure proper use of those trademarks, logos and other insignia that have come to be associated with OSU; 2) generate income to support and enhance the scholastic missions of the university; and 3) protect the university’s reputation, good name and image by permitting only appropriate uses and assuring that only quality products bear the institution’s name, initials or logos. Any college, department, organization or unit of the university that purchases items bearing the university logos must first obtain permission from the trademarks and licensing administrator in the university marketing office. All items must be purchased from a business that has obtained a license to produce the university’s trademarks. Kurtis Mason, Trademarks and Licensing Administration Email: kurtis.mason@okstate.edu; Phone: 405-744-6238; Fax: 405-744-8445

Oklahoma State University S t y l e G u i d e

Publications: State Law & University Policy By state law (Oklahoma statute cited as 74 O.S. §3105) and regents’ policy, all university publications — when purchased from university budget accounts — must include a statement of printing authorization and costs, plus a statement presenting OSU’s nondiscrimination policy. Generally, university publications are those brochures, booklets, newsletters, posters, magazines, catalogs and pamphlets that bear the university name and are produced for audiences outside the university. They do not include business cards, announcements, letters, memoranda, invitations or other personally signed communications.

Equal opportunity statement All university publications must contain the following declaration: Oklahoma State University, in compliance with Title VI and VII of the Civil Rights Act of 1964, Executive Order 11246 as amended, and Title IX of the Education Amendments of 1972 (Higher Education Act), the Americans with Disabilities Act of 1990, and other federal and state laws and regulations, does not discriminate on the basis of race, color, national origin, genetic information, sex, age, sexual orientation, gender identity, religion, disability, or status as a veteran, in any of its policies, practices or procedures. This provision includes, but is not limited to admissions, employment, financial aid, and educational services. The Director of Equal Opportunity, 408 Whitehurst, OSU, Stillwater, OK 74078-1035; Phone 405-744-5371; email: eeo@okstate.edu has been designated to handle inquiries regarding non-discrimination policies. Any person (student, faculty, or staff) who believes that discriminatory practices have been engaged in based on gender may discuss his or her concerns and file informal or formal complaints of possible violations of Title IX with OSU’s Title IX Coordinator, 405-744-9154.

If the publication is intended for students, the following non-discrimination statement is substituted: Oklahoma State University (OSU) is committed to maintaining a learning environment that is free from discriminatory conduct based on race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age or protected veteran status. OSU does not discriminate on the basis of sex in its educational programs and activities. Examples of

Oklahoma State University S t y l e G u i d e

sexual misconduct and/or sex discrimination include: sexual violence, sexual harassment, sexual assault, domestic and intimate partner violence, stalking, or gender-based discrimination. OSU encourages any student who thinks that he or she may have been a victim of sexual misconduct or sexual discrimination to immediately report the incident to the Title IX Coordinator (campus contacts below). Students may also report incidents of sexual misconduct or sex discrimination to a faculty or staff member, who is then required by federal law (Title IX) to notify the Title IX or Deputy Title IX Coordinator. If a reporting student would like to keep the details confidential, the student may speak with staff in the Student Counseling Center (405-744-5472) or the Universityâ&#x20AC;&#x2122;s Victim Advocate (Suzanne Burks, 405-744-5458). For more information regarding Title IX violations, please go to: http://1is2many.okstate.edu.

Cost statement Immediately following either previous asservation, the cost statement should appear: This publication, issued by Oklahoma State University as authorized by (originating authority), was printed by (printing vendor) at a cost of $(cost of printing only). (Number printed) / (year and month printed).

Or when appropriate: This publication, issued by Oklahoma State University as authorized by (originating authority), was printed at no cost to the taxpayers of Oklahoma.

Oklahoma State University S t y l e G u i d e

University Positioning Statement Rationale OSU remains true to its land-grant mission of research, instruction and extension. The America’s Brightest Orange campaign is a clear expression of our roots as well as our future. OSU’s proud tradition of agricultural and mechanical programs remains strong. Its extension program reaches all of Oklahoma. OSU research helps mold government policy while addressing national and even international problems. OSU is all about bright minds. Our students are scholars from throughout Oklahoma, the region, the nation and the world, and our faculty members are considered among the nation’s top researchers and educators. OSU is about building brighter futures by graduating students committed to giving back to their communities while thriving intellectually, physically and economically. OSU is about building the brightest world for all by making a lasting and palpable difference across the globe in engineering, agriculture, business, education, science and the arts. OSU is all about bright minds, building brighter futures and the brightest world for all.

Oklahoma State University S t y l e G u i d e

Guidelines for Use No other unit-based logo/positioning statement may substitute for “America’s Brightest Orange” without prior approval. Departments (academic colleges, centers and institutes) and non-mission critical units (e.g., authorized student groups or motor pool) may have a unit-specific positioning statement if used in balance with the OSU logo or campus wordmarks. In such cases, these specific positioning statements must have the approval of the director of university marketing. Additions or modifications to the positioning statement are prohibited. The positioning statement should not be used with the nomenclature. The university’s positioning statement changes at the discretion of the vice president of enrollment management and marketing. When reproducing the logo in single-color printing, please use the single-color configuration. Using this configuration will ensure a higher quality end product. The America’s Brightest Orange graphic must always appear with ample, proportional empty space around its edges. Rules or borders around the mark are prohibited. If this requirement isn’t followed, the mark will appear cluttered near competing graphics or images because of varying type sizes and colors.

Oklahoma State University S t y l e G u i d e

Understanding OSU’s Many Logos The land-grant mission of Oklahoma State University causes OSU to seek various avenues for improving the lives of all Oklahomans. These avenues are as diverse as the people OSU touches, their economic activities, educational pursuits and cultural expressions. Because of this diversity, the manner in which OSU presents itself sometimes differs as is appropriate to the activity and the interest group it serves. Other logos, emblems and icons are occasionally created to enhance the success of OSU’s activities with smaller targeted segments. Additionally, there are enterprises that either exist to support the university and its mission or to serve the public as a dependent nonprofit agency. These entities have their own governance and are legally separate from OSU yet they operate in concert with the university and in may ways as a proxy for the university. Finally, OSU has a significant commercial interest in play as its alumni, students, friends and fans seek to express their orange passion by using products and wearing apparel that bear the OSU brands. A portion of every purchase price for OSU branded goods returns to the university to fund scholarships and other worthy programs. Emblems, marks and graphics are occasionally developed to support and widen these markets. In any case, these various marks which represent the entities that make up the university proper all have a material value. They remain the property of the university and essential to its overall success. Continuous and consistent application of these marks is essential. The proper administration of all the marks require them to be organized in such a way as to honor their integrity but still proudly present their OSU sponsorship and connection. The marks of Oklahoma State University are sorted into five categories. The categories are primary, secondary, subsidiary, ancillary and satellite. Brief descriptions follow with a table of approved marks to reference as examples. While both the primary and the secondary marks “say” OSU, only the primary is suitable for all applications and can be universally applied. Rules for its proper use appear elsewhere in the Style Guide. Subsidiary marks are either an established unit mark or distinctive because of the market served or the audience reached. The respective originating office or unit manages them. New subsidiary marks require the approval of the vice

Oklahoma State University S t y l e G u i d e

Examples of logo types

Examples only, not a complete list.

PRIMARY

SECONDARY

SUBSIDIARY

ANCILLARY

SATELLITE

“In any case, these various marks … all have a material value. They remain the property of the university (or affiliates) and contribute to its overall success. Continuous and consistent application of these marks is essential.”

Oklahoma State University S t y l e G u i d e

president of enrollment management and marketing and the trademarks and licensing administrator. See the subsidiary logo library for authorized subsidiary logos. Subsidiary marks are approved for use when balanced with the primary university mark. Rules for this use appear beginning on page 25. Ancillary marks are created for consumer goods or an event, anniversary or other promotion. These campaign marks are exclusive to the originator and limited to a set time frame. Introduction of an ancillary mark is permitted with the approval of the vice president of enrollment management and marketing and the trademarks and licensing administrator. Satellite marks are the property of organizations not under the authority of the university and its regents. Although these organizations may exist to support and come alongside the university in its mission, they have their own governance, structure and revenue.

Alternative Logo Submission Logos, emblems and seals that identify agencies, units and programs of the university may be submitted for evaluation, registration and archiving. Go to http://universitymarketing.okstate.edu/logodepot to get more information or submit a logo.

Oklahoma State University S t y l e G u i d e

Primary Logos Primary Logo â&#x20AC;&#x201D; Full Color Configuration

Logos may be sized appropriately for use. Care should be taken that the proportions are not altered and the colors do not differ from the designated CYMK or RGB mixes. All logos and marks must be reproduced from official artwork available through the university marketing office or the trademarks and licensing office.

The primary logo is the principle graphic signature of Oklahoma State University, its campuses, extension services and units. Other university symbols, marks or logos may not be more prominent than the primary logo without approval. The over arching purpose is to maintain continuity and consistency in the application of the primary logo on all materials that originate from OSU. While other university marks may be used as authorized, care should be exercised to find a visual balance. The primary logo should never be excluded for a subsidiary mark.

Oklahoma State University S t y l e G u i d e

All communications materials published by Oklahoma State University, whether for internal or external audiences, should prominently display an approved nomenclature or logo. This includes stationery, brochures, invitations, direct mail, postcards, fliers, booklets, catalogs, case statements, posters, billboards, banners and other environmental graphics, advertising, websites, video, DVD, CD, film and Power Point presentations.

Black-and-white screened version preferred for all applications

The full-color, two-color, one-color and small variations of the logo allow for flexibility of use in different media. Guidelines for correct use of the logos are included herein. The university marks (logos and wordmarks) are registered trademarks and cannot be altered. Electronic files of official logos, wordmarks and nomenclatures can be obtained by contacting the trademarks and licensing administrator in the university marketing office. Primary Logo â&#x20AC;&#x201D; Two-Color Configuration

PMS 151

White (blank)

Process Black

PMS Cool Gray 5

PMS 166

PMS, Pantone Matching System. PANTONEÂŽ is a registered trademark of PANTONE Inc.

Oklahoma State University S t y l e G u i d e

Primary Logo — Screened Value Configuration

Black 25% screen value

45% screened black

100% black

White (blank)

Primary Logo — Two-Color Configuration

PMS 166 60% screen value

White (blank)

Black

Black 25% screen value

PMS 166

PMS, Pantone Matching System. PANTONE® is a registered trademark of PANTONE Inc.

Oklahoma State University S t y l e G u i d e

Primary Logo — One-Color Configuration for Smaller Applications

The single-color version is appropriate when the screened version is not suitable. Single-color version is designed for small applications of threequarter inch or less.

CAPTION: The single-color version is appropriate when the screened version is not suitable. Single-color version is designed for small applications of three-quarter inch or less.

Minimum Clear Space Requirements 1/2 X

1/2 X

The area surrounding the logo and signature must be equal to or more than ½ X, where X is equal to the total height of the “O” of the logo (see diagram below). The logo must not loop

be placed close to distracting design elements and must not become part of a larger pattern or design element. Exceptions accepted are in the use of the secondary type in division, campus and college wordmark configurations and when paired to a subsidiary mark (see page 29).

X= the height of the “O” in the logo 1/2 X

1/2 X

Oklahoma State University S t y l e G u i d e

Campus Wordmarks

Oklahoma State University S t y l e G u i d e

Logo and College/Agency Wordmarks

Oklahoma State University S t y l e G u i d e

Logo and College/Agency Wordmark Configurations Approved fonts for college/agency nomenclature are Helvetica Heavy Extended and Helvetica Light Extended only.

Depth of loop space Depth of parallelogram

1/8 width of logo 1 2 3 4 5 6 7 8

When appropriate to break the name to two or more lines, set the leading to match the point size. Shift up to level with edge of the primary logo.

Oklahoma State University S t y l e G u i d e

Athletic Logo

The logos of Oklahoma State University Athletics are registered trademarks and cannot be altered.

Oklahoma State University athletic identity elements and “spirit” marks are for use only by the university’s athletic department and university-sanctioned sports and spirit organizations. OSU’s athletic spirit marks include the brand, the “O” series, and the Pistol Pete image and mascot. The athletic logo is exclusive to OSU’s athletic department and should not be used for academic or other interests within the university proper. Athletic logos must be reproduced from official artwork available through the Office of Trademarks and Licensing. The athletic logos should never be used in place of the primary OSU logo and nomenclature in any academic application. Athletic logos should never be used to promote nonathletic related activities or entities. For a more complete description for the athletic family of marks and their appropriate use, visit https://trademarks.okstate.edu/athletic-style-guide.

Oklahoma State University S t y l e G u i d e

Primary Logo â&#x20AC;&#x201D; Unacceptable Use Examples

IMPROPER COLOR:

The logos, wordmarks and positioning statement

should never be reproduced in any color other than the official colors.

DISTR ACTING BACKGROUNDS:

The logos, wordmarks and

positioning statement should never be reproduced over backgrounds that overpower, distract, clash or have similar color values.

ALTER ATIONS:

The logo, wordmarks and positioning statement

should not be altered, angled, stylized, outlined or distorted.

L AYERED:

No portion of the logos, wordmarks or positioning state-

ment should be obscured

Oklahoma State University S t y l e G u i d e

Secondary Marks Oklahoma State University seeks continuity and consistency in the application of its marks. Nevertheless, it is advantageous to make some distinctions to better serve and influence various groups. Circumstances for presenting the marks of the university can also be widely different. For these reasons, the secondary marks were developed. While both the primary and the secondary marks â&#x20AC;&#x153;sayâ&#x20AC;? OSU, only the primary is suitable for all applications and can be universally applied.

Pistol Pete

NOTE: Pistol Pete is a registered trademark of Oklahoma State University and cannot be altered without approval by the trademarks and licensing administrator. Oklahoma State University prohibits the use of institutional marks with language or depictions that are insensitive or offensive based on race/ethnicity, color, gender, creed, religion, sexual orientation or national origin.

Oklahoma State University S t y l e G u i d e

The Pistol Pete icon can be used to represent the university on all materials in which a â&#x20AC;&#x153;spiritâ&#x20AC;? symbol is appropriate. In other applications, the Pistol Pete icon should not replace of the primary OSU or athletic logos but can be used alongside the logos within the same visual field. The licensing office must approve any use of the Pistol Pete icon. While variations from the characters shown here is not encouraged, Pistol Pete is available in different poses and attire. A catalogue of the different Petes is maintained by the licensing office.

Oklahoma State University S t y l e G u i d e

Academic Emblem A faculty committee created the academic emblem in 2008. The design visually restates OSU’s dedication to the land-grant university mission. The emblem’s focal point is the land-grant triangle, which represents the three over arching components of OSU’s mission of scholarship, instruction and service. The “1890” marks the year OSU was established. The academic emblem is intended for only scholarly uses, and only by academic units, such as departments, colleges or schools in communications with government agencies, other departments, colleges or schools. It can also be used on academic units’ stationery and business cards. It is not to be used for any other purpose, such as recruiting students. It is a trademark and cannot be altered. Its standard color and black-and-white configurations allow for flexibility of use in different media. The primary logo remains the preferred mark for all university units, events or activities and is suitable for all circumstances.

Emblem or seal, which is it?

The OSU system seal and the academic emblem are

Triangle text

very similar. Care should be given not to confuse the two. The illustration below marks several significant elements that differ in the system seal and the academic emblem. Est. date ACADEMIC EMBLEM

System SYSTEM SE AL

Oklahoma State University S t y l e G u i d e

Nomenclature The primary logo is preferred for all applications. The nomenclature should be used when the logo is not suitable. The logo and nomenclature should never be used together. The positioning statement should not be used with the nomenclature. The nomenclature of Oklahoma State University is a registered trademark and cannot be altered. Electronic files of official logos, wordmarks and nomenclatures are available from the trademarks and licensing office or the university marketing office. Full-color nomenclature

Optional color applications

Division of Agricultural Sciences and Natural Resources Questions regarding appropriate use and permissions relating to Division of Agricultural Sciences and Natural Resources logos should be directed to Agricultural Communications Services at 405-744-4065.

Oklahoma State University S t y l e G u i d e

Subsidiary Marks Subsidiary marks are either an established unit mark or distinctive because of the market served and/or the audience reached. The respective originating office or unit governs their application. New subsidiary marks require the approval of the vice president of enrollment management and marketing. The process for submitting subsidiary marks, either new or existing, for authorization is explained on the university marketing website. See the subsidiary logo library for authorized subsidiary logos. Subsidiary marks are approved for use when balanced with the primary university mark.

Balancing Subsidiary and Primary Marks Example of subsidiary/primary logo paring 1/8 width of logo Vertical bar

Visual equilibrium

Oklahoma State University S t y l e G u i d e

The over arching goal is to maintain continuity and consistency in the application of the primary logo on all materials that originate from OSU. Only the primary logo is suitable for all applications and can be universally applied. While subsidiary marks are optional, the primary mark must appear in all cases as is practical. The primary logo is the principle graphic signature of Oklahoma State University, its campuses, extension services and units. Other university symbols, marks or logos may not be more prominent than the primary logo without approval. While other university marks may be used as authorized, care should be exercised to find a visual balance. In no case, should the primary logo be excluded for a subsidiary mark.

Example of balanced subsidiary and primary logos

Brochure or t Adver tisemen

Visual equilibrium

Subsidiary marks may appear either paired with the university primary logo as shown or in the same visual field. It is preferred that the primary logo be neither diminished nor appear inferior to the subsidiary mark. The goal is that Oklahoma State University be uniformly recognized as the origin of the education, research and extension activities it sponsors to the various publics it serves.

Oklahoma State University S t y l e G u i d e

Expired Logos, Wordmarks and Seal Do not use the logo, seal or nomenclature pictured below. Please retire and update any logos or wordmarks that contain any of these elements.

Note smaller-sized â&#x20AC;&#x153;universityâ&#x20AC;? and trademark symbol. This mark has been updated. The older version shown here should not be used.

Oklahoma State University S t y l e G u i d e

Official Color Palette OSU’s official colors shown here are Pantone 166 and 151 with full-color process, RGB and hexadecimal color builds. Pantone 166 is for printing on coated white paper stock. Pantone 021 is for all other media and surfaces, including uncoated and matte-coated stock. 021’s advantage over Pantone 166 is in its consistency and intense color while Pantone 166 can look brown in some applications. However, designers should note that the CMYK build for 021 doesn’t work well in many popular design computer applications. Also, designers must adjust the primary logo to the correct shade of orange according to the material and coating on which it will be printed. Use the color formulas listed below.

OR ANGE

(coated) (uncoated)

LI G H T O R A N G E S I LV E R B L AC K

CAPTION: Spot Color Spot Color

Pantone 166c

Pantone Orange Pantone 151c 021u

Pantone Cool Gray 5c

Pantone Process Black

FOUR-COLOR PROCESS

C 0%

M 64%

M 65%

M 48%

M 0%

Y 100%

Y 90%

Y 95%

Y 0%

K 0%

K 25%

K 100%

R 229

R 255

R 190

G 83

G 124

G 153

G 190

B 3

B 25

B 0

B 190

B 0

RGB COLOR

HEXADECIMAL

FF7300

Oklahoma State University S t y l e G u i d e

FF9900

BEBEBE

000000

Bad default color tables Designers should note the CMYK build for the spot colors (Pantone 166, 151 and 021) do not work well in many popular computer design applications. Consequently designers must adjust the primary logo to the correct shade of orange according to the material and coating on which it will be printed. Use the color formulas listed on the previous page. Default book (Lab) values are incorrect

Correct CYMK build

Oklahoma State University S t y l e G u i d e

Typography Typography is as important to a successful brand identity as institutional marks. An official font should reflect the image of the organization it represents. If it’s used consistently, OSU’s typography can identify the university independently of its wordmarks or logos, helping proliferate the university’s brand. University marketing has developed the Go Pokes standard and Go Pokes display font. The display version is for banners, billboards and other large-scale usages. Use the standard Go Pokes font for everything else. See further explanation in the caption below. 72 pt

Go.Pokes 12 pt

M 4

N 5

O 6

P 7

Q 8

g z

U 9

•

$ % & * / ( . , ; : # ? ! )

Go Pokes comes in caps and small-caps versions for the standard and display versions, numerals and standard punctuations. For better presentation, use the display version when the font is larger than 24 point. Do not use Go Pokes as body copy. It is difficult to read in large blocks of text.

Oklahoma State University S t y l e G u i d e

72 pt

Sabon

12 pt

a b c d e f g h i j k l m n o p q u r s t u v w x y z • A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z • 1 2 3 4 5 6 7 8 9 • $ % & * / ( . , ; : # ? ! )

Sabon and Helvetica Extended are also approved OSU fonts because of their compatibility with the university’s logos and wordmarks. Suitable alternates for these are Times and Arial, but OSU departments are encouraged to purchase Sabon and Helvetica Extended.

Helvetica Extended

72 pt

12 pt

a b c d e f g h i j k l m n o p q u r s t u v w x y z • A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z • 1 2 3 4 5 6 7 8 9 • $ % & * / ( . , ; : # ? ! )

Oklahoma State University S t y l e G u i d e

Campaign fonts Gotham and Miller are the two official fonts for OSU’s America’s Brightest Orange campaign. If you don’t have them, don’t buy Gotham or Miller for infrequent or small quantity communications such as memos or letters. Instead, use Georgia, which is an appropriate substitute for Miller, and use Verdana for Gotham. Both come with most computer operating systems.

72 pt

Miller 12 pt

a b c d e f g h i j k l m n o p q u r s t u v w x y z • A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z • 1 2 3 4 5 6 7 8 9 • $ % & * / ( . , ; : # ? ! )

Gotham

72 pt

12 pt

a b c d e f g h i j k l m n o p q u r s t u v w x y z • A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z • 1 2 3 4 5 6 7 8 9 • $ % & * / ( . , ; : # ? ! )

Oklahoma State University S t y l e G u i d e

Editorial Style OSU follows The Associated Press style with only a few exceptions. Buying the most recent edition of The Associated Press Stylebook or signing up to use the agency’s website at apstylebook.com can prevent spills down the most slippery of stylistic slopes.

Exceptions to AP Style OSU uses both italics and quotation marks, depending on the works we are referencing. Titles of books, magazines, albums, movies, television shows, paintings, boats, airplanes and other large stand-alone works go in italic. Titles of smaller works such as poems, song titles, articles and chapters go in quotation marks. The song “Your Favorite Song” is on The Best Album of All Time. The professor wrote the article called “Getting Ahead in Academia” that ran in the Chronicle of Higher Education.

AP style says “home page” is written as two words, but OSU uses “homepage” as the standard form for the primary page of a particular website. OSU continues to follow AP in the use of “website,” “online” and “email” and in the capitalization of “World Wide Web,” the “Web” and the “Internet.” When writing a state name, OSU will use dateline abbreviations (Okla., Calif., Colo., etc.) when the state is used in conjunction with a city, town, village or other municipality (On May 1, 2014, AP began spelling out state names after cities when not in datelines). Remaining consistent with AP Style, a state name appearing alone in text should be spelled out. Cities that do not need a state name in a dateline (Oklahoma City, Dallas, Los Angeles, New Orleans, etc.) do not need a state name in the body of a story, chart, photo caption, etc. Oklahoma cities that don’t need Oklahoma: Oklahoma City, Tulsa and Stillwater.

Common stylistic and grammar errors ACADEMIC DEGREES:

Use an apostrophe in bachelor’s and master’s degrees. Doctorate or Ph.D. are

the preferred terms when noting a degree held. Associates degree doesn’t need an apostrophe.

Oklahoma State University S t y l e G u i d e

In accordance with AP style: “Use Dr. in first reference as a formal title before the name of an individual who holds a doctor of dental surgery, doctor of medicine, doctor of optometry, doctor of osteopathic medicine, doctor of pediatric medicine, or doctor of veterinary medicine: Dr. Jonas Salk. The form Dr., or Drs., in a plural construction, applies to all first-reference uses before a name, including direct quotations. “If appropriate in the context, Dr. also may be used on first reference before the names of individuals who hold other types of doctoral degrees. However, because the public frequently identifies Dr. only with physicians, care should be taken to ensure that the individual’s specialty is stated in first or second reference. The only exception would be a story in which the context left no doubt that the person was a dentist, psychologist, chemist, historian, etc. “In some instances it also is necessary to specify that an individual identified as Dr. is a physician. One frequent case is a story reporting on joint research by physicians, biologists, etc. Do not use Dr. before the names of individuals who hold only honorary doctorates. Do not continue the use of Dr. in subsequent references.” CAPITALIZATION:

Following AP style, OSU does not capitalize academic departments and campus offices

unless they contain a proper noun or unless they are part of the official name. The department of history; the purchasing department; the department of English; the Oklahoma State University Department of Chemistry; the office of the president; the university; Oklahoma State University.

Capitalize formal titles (those that indicate authority, usually governmental) used before a name. Lowercase titles set off by commas, titles not used with a name and titles that refer to occupation. The club president, Eaton, brandished the gavel. With great diplomacy, President Eaton cultivated a relationship between OSU and other countries. The president cultivated a relationship between OSU and other countries. Students enjoyed professor Eaton’s class.

As in the previous example, AP views the term professor as an occupation and therefore lowercase before a name. AP style does call for the capitalization of Professor Emeritus as a conferred title before a name. In compliance with that guideline, Regents Professor should also be capitalized as a conferred title before a name:

Oklahoma State University S t y l e G u i d e

Regents Professor Frank Eaton, Professor Emeritus Frank Eaton. (Note: It is not disrespectful to lowercase titles. Plus names are easier to read without them.)

The full names of endowed chairs are also capitalized on first reference: The V. Brown Monnett Chair in Petroleum Geology, the Bryan Close Professor in Human Development and Family Science, the Hannah D. Adkins Endowed Chair for Political Science and Government Information. COMMAS:

OSU follows AP style, which mandates no comma before the “and” in a simple series. “This,

that and the other thing” is correct, but “this, that, and that other thing” is not. Use a comma before the concluding conjunction in a series, however, not if an integral element of the series requires a conjunction: I had orange juice, toast, and ham and eggs for breakfast. DASH (—) VS. HYPHEN (-):

Long dashes are typed with a space before and after — just like that.

Hyphens are used to consolidate things, so to speak, and so, there are no spaces: 2-4 p.m., for example. Hyphens are used to connect two or more words into a single concept. Dashes are used to indicate an interruption, especially in transcribed speech. MODIFIERS:

Place descriptive words and phrases close to the word described to avoid confusion.

Eaton ran after the bus dragging the bag on the pavement (incorrect if Eaton is dragging the bag; correct if the bus is dragging the bag). Eaton walked to the bus on the cell phone (incorrect). Talking on the cell phone, Eaton walked to the bus (correct). PASSIVE CONSTRUCTION:

Active sentence structure places the subject in the subject position. Passive

voice lengthens and confuses the sentence by using phrases to move the subject after the verb. Passive: Eaton was appointed director by the committee. Active: The committee appointed Eaton director. Passive: The Eaton study was awarded a $1 million grant from the National Science Foundation.

Active: The National Science Foundation awarded the Eaton study a $1 million grant.

Oklahoma State University S t y l e G u i d e

POSSESSIVES:

For instances not dealt with below, consult the AP Stylebook entry on “possessives.”

Plural nouns not ending in s, add ’s: the alumni’s contributions, women’s rights. Plural nouns ending in s, add only an apostrophe: the churches’ needs, the girls’ toys, states’ rights. Nouns plural in form but singular in meaning, add only an apostrophe: mathematics’ rules, measles’ effects. Apply the same principle when a plural word occurs in the formal name of a singular entity: General Motors’ profits, the United States’ wealth.

Nouns the same in singular and plural are treated the same as plurals, even if the meaning is singular: one corps’ location, the two deer’s tracks, the lone moose’s antlers.

Singular nouns not ending in s, add ’s: the church’s needs, the girl’s toys, the horse’s food, the ship’s route, the VIP’s seat.

Singular common nouns ending in s, add ’s unless the next word begins with s: the hostess’s invitation, the hostess’ seat; the witness’s answer, the witness’ story.

Singular proper names ending in s, use only an apostrophe: Achilles’ heel, Agnes’ book, Ceres’ rites, Descartes’ theories, Dickens’ novels, Euripides’ dramas, Hercules’ labors, Jesus’ life, Jules’ seat, Kansas’ schools. PRONOUNS:

Pronoun reference problems occur when the pronoun doesn’t agree in number with the noun

it references. The department listed a job opening in their accounting office (incorrect: the department

is singular). The department listed a job opening in its accounting office (correct).

Tips to ease the way 1. One space between sentences. We know your typing teacher told you two, but for the purposes of layout, one is enough. 2. One thought per paragraph. Longer paragraphs appear to take up entire columns when dropped into a layout. 3. Numbers one through nine are spelled out. At 10, they turn into numbers.

Oklahoma State University S t y l e G u i d e

4. When you use “that,” read the sentence again and imagine it without it. Chances are you don’t need it. 5. Don’t be afraid to use contractions. Again, we’re not formal. Contractions help your writing sound conversational, i.e. it makes your “voice” actually sound like one. Marketing writing isn’t academic writing, after all. 6. Space and attention are limited, so get right to it. And remember the Five W’s — Who, What, When, Where and Why. The first sentence, the “lead,” should tell your reader exactly what to expect from the story without history. 7. End-of-the-sentence punctuation and commas go inside quotation marks. 8. Use commas respectfully — they really aren’t the punctuation for every situation. Sentences do not require several sprinkled about for effect. 9. When you start chaining together prepositional phrases at the end of sentences, make sure you really need them. 10. Use the ellipsis and dash sparingly. Ellipsis (…) indicates omitted words. The dash ( — ) indicates an abrupt change or sets off a phrase in a sentence already overly populated with commas.

The best advice after “Consult AP” Reread your writing aloud. If it’s bad, it’ll sound stilted and artificial. When you finish, if you can, put it aside for a day, then read back through it. Root out words you don’t need, such as redundancies and hyperbole, and delete them.

Resources to help besides AP Editors at university marketing are available to help. Don’t hesitate to call, 405-744-6262 or go to universitymarketing.okstate.edu for instructions on submitting copy for editorial review. Not everyone is — or should be — a word geek.

Oklahoma State University S t y l e G u i d e

University Marketing 305 Whitehurst 405-744-6262 universitymarketing.okstate.edu