Page 1

Integrated Marketing Guide and Brand Toolkit


updated 10.10.19

Welcome Colleagues, The proliferation of technology and social media, along with ever-increasing competition in higher education, has driven the office of University Communications to expand and improve its services to the university community. In achieving our mission of being the go-to resource for all of the university’s communications needs, we take great pride in our role as the creative and

Greg Reichert

strategic force behind the visual and perceptual image of UWL.

Vice Chancellor of Advancement/ President of the UWL Foundation 608.785.8672

We can’t achieve this goal alone though. To maximize the effectiveness of our external communications, we need the attention and support of the entire campus community and beyond. To assist us in the process, we have a branding initiative that shapes the core message to all of our constituents. The constituent groups consist of: current students, community members, business owners, alumni/donors, parents, faculty, staff, perspective students, high school counselors, graduate students and those taking continuing education classes. It’s a full platform that help us tell the great story of UWL. The standards and recommendations that are included in this toolkit have been created for one very simple reason — to provide clear, consistent graphic and editorial presentations of UW-La Crosse to all of our constituencies. We ask that you follow the guide and adhere to these standards as you communicate with all of our audiences. If you have any suggestions for improvement, we welcome your input. As always, feel free to call on the professionals in UComm for any of your communication needs. Sharing your pride in UWL,

Greg Reichert Assistant Chancellor for University Advancement


Contents The Integrated Marketing Guide

University Communications staff..............4

and Brand Toolkit for UW-La Crosse

University Communications services........5

Publication samples........................24

is a tool to help you produce

UWL identity standards and branding.....6

Planning a publication...................26

Brand architecture.....................................8

Ordering Print...................................27

Consistent messaging:

Designing your own project...........28

and policies used by the University

University name..................................10

Policy statements & regulations....30

Communications Office, including

Required statements..........................11

its role and services provided to


Media relations for the


campus community.......................32

What’s newsworthy?......................33

Selecting the best tool for

quality, effective and efficient promotional pieces. The following information describes procedures

campus. Visual identity standards are also


outlined in this guide. These standards


govern the use of the official

Letterhead .........................................18

university logo, wordmark and other

Envelopes ...........................................19

official emblems. The standards were created for a simple reason — to provide clear, consistent graphic


Business cards.....................................19

and editorial representation of UWL.


Consistency enhances our message


and helps us tell the UWL story. Be


sure to adhere to these standards.

Digital signage info............................23

Creative Services

News & Marketing


What to do when a

reporter calls....................................35

Prepare for the interview...............35

Photography services.....................36


Web & Interactive Communications Overall website design and


Remember, if you are working with


outside vendors, be sure they are

Content management support....41

Best practices..................................41

Email guide......................................42

familiar with UWL’s policies, guidelines and editorial and visual styles.


I. Style guide....................................44

II. Photo/testimonial release form.................................50

III. Frequently asked questions......51

IV. Gender preferred pronouns....54


University Communications Staff 115 Graff Main Hall | Fax: 608.785.8492

News & Marketing

Maren Walz

Web & Interactive Communications

Brad Quarberg

Executive Director, Integrated Marketing and Communication 608.785.8574

Jacob Speer

Director of News & Marketing 608.785.8572

Web Coordinator Manager/Designer 608.785.8299

Britney Heineman

Kjerstin Lang

Heather Dutcher

Office Operations Associate 608.785.8487

University Relations Specialist 608.785.8651

Digital Marketing Specialist 608.785.5487

Mike Lieurance

University Photographer & Internal Communication Specialist 608.785.8497

Nick Ragner Comm & Social Media Specialist 608.785.8498


Creative Services

Florence Aliesch

Director of Creative Services 608.785.8575

Dave Piro

Creative Services Specialist 608.785.8499

University Communications Services UNIVERSITY COMMUNICATIONS MISSION: To serve UW-La Crosse by setting the highest standards for its creative work using the power of words and images to advance its educational mission.






Creative Services

News & Marketing

Web & Interactive Communications

Creative Services provides graphic

News & Marketing leads the campus

Web & Interactive Communications

design for all UW-La Crosse

in media relations. News & Marketing

(iComm) is responsible for the

departments, as well as the UWL

o Prepares news and photographs

development and implementation of

Alumni Association and UWL

about the institution, its people

a coherent, inclusive, campus-wide


and its programs

Web strategy: management, content,

o Disseminates news to newspaper, Creative Services coordinates design

radio, TV, online audiences and


via university publications

o Overall visual and graphic identity of UWL o All recruitment materials o Various electronic and printed collateral: - brochures - posters - digital signage

o Advises faculty, staff and students on media issues o Acts as a clearinghouse for all

communications and technology. iComm coordinates: o Overall website design and maintenance o Web content standards

news releases and social media

- writing for web


- images for web

o Social media policies and implementation o Involved in the overall university

- fliers

media and communications

- postcards and invitations

objectives and policy

- forms


o Website user administration o Content management system training o Technical support and troubleshooting iComm works with content

- programs - newsletters

The News & Marketing staff is always

contributors from across campus

looking for story ideas, particularly

to create a user-friendly, attractive

- Web graphics

those that exemplify one or more

website. The goal of this partnership

o Alumni magazines

of the brand components and

is to market the university with a

o Major components of the

lend themselves to outstanding

consistent identity that reflects


the UWL brand and is capable of

(interactive PDFs and printed)

university’s communications effort

reaching campus strategic goals. Creative Services also serves as a clearinghouse for publications with an off-campus audience, ensuring consistent, quality publications. 5

UW-La Crosse Branding Process What is a brand?

How did we develop the UWL brand?

Simply stated, it’s the image or

Through a campus committee involving members of shared governance groups

personality we project. Through

and others. They developed the brand during an 18-month process. With the help

consistent graphic elements and

of the UWL Marketing Department we surveyed more than 1,500 people to identify

messages, an effective brand strategy

their perceptions of UWL. Groups included:

projects the positive attributes of a

• current students

• faculty and staff

• community members

• prospective students

• local business owners

• high school counselors

• alumni/donors

• graduate students/continuing

• parents

company, a product, a service — and yes, a university. Branding illustrates value. A carefully applied branding strategy will enhance our effectiveness in promoting a favorable image and reaching our goals: attracting students, recruiting faculty and staff, soliciting financial support from donors, and promoting goodwill between the university and those upon who our

education participants

What did we find? All 10 groups shared the same three perspectives about UWL:

• exceptional quality and value of our academics

• surrounding natural beauty

• hometown feel and sense of community on campus

success depends.

Why does it matter? To affirm UWL’s position as a world-class university and raise the relative position of our institution among our audiences, we must focus on the UWL brand.


UW-La Crosse Branding Positioning Statement Who are we? (or, what is our “elevator speech?”) We are the top-rated, comprehensive University of Wisconsin campus. Well known for our scholarship and academic rigor, we challenge students and others in a friendly, natural environment. We offer 101 undergraduate, 28 graduate and two doctoral programs to more than 10,500 students on an attractive, traditional campus in western Wisconsin’s beautiful driftless area.*

What are we doing?*

Why are we distinct?*

We’re keeping students in college and helping them

Our studens have high marks. In our fall 2018 freshman class:

graduate quicker. In fall 2018, our retention rate was 86 percent. Our six-year graduation rate for students beginning in fall 2011 was 71 percent (nationally, the sixyear graduation rate from four-year institutions is about 59 percent.) Both statistics put UWL at the top for UW comprehensive campuses.

• average ACT score was 25 (National average: 21.0; Wisconsin average: 20.5) • 57 percent graduated in the top 25 percent of their high school class • median class rank was in the 77th percentile • 10 percent were U.S. students of color

How are we doing it?* We attract high-ability, goal-oriented students eager to learn from caring faculty and staff in a caring community. Students learn directly from professors, not assistants. They benefit from small classes (a 19:1 student-faculty ratio) and conduct hands-on undergraduate research.

What drives us? Our motto: Mens Corpusque, Latin for “mind and body.” Our faculty and staff are dedicated to the whole education of our students, giving them an outstanding academic education, along with an appreciation for physical and recreational well-being to make them great, well-rounded global citizens.

*Data as of 10/2018


UW-La Crosse Brand Architecture The brand architecture is the basis

There are four categories. Each provide

The architecture was developed

for determining how communication

an incrementally derivative association

by University Communications and

elements are applied to all branded

with the core brand.

approved by the branding committee

products, such as letterhead, publications, advertising, website and other communications.

and the university chancellor. The categories are:

o Core Brand o Brand Extensions

Building the brand architecture involves

o Sub-Brands

assessing how closely each UWL unit is

o Independent Brands

associated with the university’s main identity — known as the core brand —

Some of the criteria for placing UWL units

and then it is assigned to a category

within the brand architecture include

with specifications for using the various


identity elements. The categories provide flexibility in managing the brand by allowing for alternate uses, where appropriate, to better promote the university’s diverse constituents.

o The mission of this group is part of the mission of the university or directly supports the mission of the university

o The primary audience(s) for the group is one or more of the core university audiences

o public perception is clearly enhanced by both the constituent and the university being the same entity.






























Sub-brands RC ESEA
































DProfessional A D M IS SIO N S E N T A F FAIR S Studies in Education









Independent Brands











Contact Creative Services for a customized logo.



































Student Affairs


Continuing Education and Extension




Provost’s Office












University Seal






















International Education Murphy Library & Engagement CH GE IO O OILO O F HSE C H C A T GE





Brand Extensions



UWL Spirit Mark UN





UWL round logo with border





UWL round logo




OF UWL Wordmark IN TE R CE















UW-La Crosse Brand Architecture



Consistent Messaging | University Name University Name Our institution’s name is:

Correct —

University of Wisconsin-La Crosse. In most

University of Wisconsin-La Crosse

cases, the full name should be used in

UW-La Crosse

the first reference to the university. The


word “the” may precede the full name

(the above forms do not apply to email and Web addresses)

to avoid awkward sentence structure. In subsequent written references it is

Incorrect —

permissible to use UW-La Crosse or UWL.

University of Wisconsin - La Crosse

University of Wisconsin—La Crosse

University of Wisconsin La Crosse

Univ. of Wisc.-La Crosse

UW - La Crosse

UW—La Crosse

U.W.-La Crosse

U. of W.-La Crosse



The university’s name must be written correctly whenever it appears. o The phrase University of WisconsinLa Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse. o There should be one space between La and Crosse in the city name. o The “C” in Crosse is always capitalized. o La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next).


Consistent Messaging | Required Statements Publications for off-campus audiences must contain: 1. The name University of Wisconsin-La Crosse must be

Use the following paragraph if you need to

printed on the piece, preferably on the front. The university

inform your audience on general facts about

wordmark/logo may be used in place of or in addition

UW-La Crosse:

to the name of the university. See page 12 for proper

“The University of Wisconsin-La Crosse,

placement of the university wordmark/logo.

founded in 1909, is one of 13 four-year campuses in the University of Wisconsin

2. An affirmative action statement, either — “The University

System. It offers approximately 100

of Wisconsin-La Crosse is committed to providing equal

majors, minors and special programs for

educational and employment opportunity regardless

undergraduates in business, education,

of race, color, creed, religion, sex, gender identity or

the sciences, the arts, health, recreation,

expression, national origin, disability, ancestry, age, sexual

physical education and liberal studies.

orientation, pregnancy, marital and parental status.”

Twenty-eight graduate and two doctoral


programs are available. More than 10,500

“The University of Wisconsin-La Crosse is an affirmative

students attend classes on the compact,

action/equal opportunity employer and is in compliance

128-acre campus. UWL boasts a student to

with Title IX and Section 504.” Or, when space is at a

faculty ratio of 19:1 and an average class

premium, “AA/EOE.”

size of 29 students. Located on the banks of the scenic Mississippi River in western

3. Disability statement: If the publication requests that an off-

Wisconsin, the La Crosse metropolitan

campus audience come to campus to attend an event,

area, with its 110,000 residents, serves as a

the publication must contain the statement:

regional center for shopping, business and

“To request disability accommodations, please contact


(name, department, address, email and phone number of event coordinator).”


Consistent Messaging | Logos

Download logos at:

UW-La Crosse wordmark

UW-La Crosse round logo with border

UW-La Crosse round logo

Recommended use:

Recommended use:

Recommended use:

o For all external audiences

o For all external audiences

o For external audiences within

o For internal audiences

o For internal audiences

25 miles of La Crosse o For internal audiences

o May be customized for programs or

o May be customized for

departments ™

programs or departments

o Not to be used less than one inch in diameter.

™ ™

Protecting our identity The university’s name, seal, wordmark and logo are registered marks of the Board CA




F IN E D U or sale M U R Wisconsin-La Crosse. This provides protection against the manufacture, T E R N A T I Odisplay NAL P H Y LIB R A RY of these identifiers without the university’s consent.








of Regents of the University of Wisconsin System doing business as the University of




Protectability of the university seal, wordmark and logo is based on their unique designs; therefore, they should never be redrawn, reproportioned or otherwise modified for any special purposes.

UW-La Crosse social media image



DER C Licensing of the name, seal, wordmark and logo will be administered A Runiversity’s G R A D by Rthe RESI D E N C E LIFE U ATE ESE Director of Creative Services in consultation with the Vice Chancellor of Advancement.




A note about specialty items: When the UWL logo or wordmark is printed, embroidered, embossed or engraved on specialty items, such as coffee mugs, apparel, keychains, desk clocks and folders, it is strongly recommended you ask for product samples from the vendor — preferably S

TUD with the UWL logo in place — so an informed decision can be made E N T Abefore F F A I R S placing



the order.
























12 C SS

Consistent Messaging | Logos University logo and wordmark

UW-La Crosse spirit mark The spirit mark offers a minimalist design of bold letters “UWL”, with the L giving an obvious nod


to UWL Athletics’ iconic “Eagle in the L”. When

When possible, the logo and wordmark should appear in two colors. In its

paired with text, such as a department name,

reverse application, the logo can appear in black or maroon (PMS 202). In

that text will be horizontal and located either

two-color use, the wordmark should appear with the University of Wisconsin

below or to the left of the spirit mark.

affiliation in maroon (PMS 202) and the name La Crosse in black. When the logo or wordmark cannot be

UWL official colors

Recommended use:

printed in two colors, it should

o The spirit mark is intended for use with UWL

appear in black or in the darkest The official colors of the UW-La Crosse are

department and office names. (View more

color available.

maroon (PMS 202) and gray (40% black).

examples.) o The spirit mark may be used by non-sport

The logo and wordmark may

student orgs. Student org logo approvals will

be reversed from a dark

continue to be administered by University

background or photograph.

Centers. Sport clubs will continue to use the

All elements should appear

Rec Sports logo; they may not use the spirit

in white.

mark or the Eagle in the L. o All other logo usage will remain unchanged. “Eagle in the L” will continue to be used exclusively by the Intercollegiate Athletics department.


GRAY 40% Black

CMYK C9 M100 Y64 K48

CMYK C0 M0 Y0 K40

RGB R128 G0 B 41

RGB R167 G169 B172

hex code #730019

hex code #969799

Legibility ™

o To preserve legibility, the logo should appear large enough for all type to be readable. o Designs should allow for a liberal amount of white space around the logo or wordmark.

o Do not print the UWL logo against a heavily textured or patterned background. o Do not reverse the UWL logo out of a complex photograph or background. o Do not print the UWL logo in dark colors on a dark background.

o Do not print the UWL logo in light colors on a light background. o Do not use colors other than those specified here to reproduce the logo. The UWL logo must be presented as clearly as possible. Backgrounds must be controlled to assure proper contrast and maximum visibility.


Consistent Messaging | University Seal The seal must be used in its full

Use of University Seal

representation and not altered in any

Appropriate uses:

manner. The seal should appear no

o Recruitment materials

less than one inch in diameter. Scaling

o Official UWL certificates and

must be proportional.


Leave sufficient space around the seal

o Commencement materials

and do not interfere with the integrity

o Diploma

of the seal.

o Lecterns (especially for official matters) o Transcripts

University Seal The University of Wisconsin-La Crosse seal is the official symbol of the institution. It consists of a circle within a circle. The inner circle, with a lined background pattern, contains a shield showing the rivers and bluffs of the Coulee Region of Wisconsin, a scroll, and a figure in motion. The scroll and figure are visual

o Inaugural materials o Legal documents o Official university publications o Official university reports (e.g., to regents, to accrediting bodies) o Regent visit materials o University-wide policy statements o Specialty advertising items with approval (e.g., clothing, glassware, ceramics, notebooks, folders, etc.)r

representations of the Latin words “mens”

Inappropriate uses:

and “corpusque” found on a banner

o Non-official printed material or

below the shield. Mens, Latin for mind,

clothingotional or informational

and corpusque, Latin for body, express

brochures, fliers, posters, books,

our belief in education for the whole

newsletters, etc.

person. The outer circle contains the name of the university.

The seal may not be redrawn, reproportioned, screened or modified in any manner.

When overprinting on a background, leave sufficient space around the seal and do not interfere with the integrity of the seal.


Consistent Messaging | Athletic Team Logo & Licensing Athletic team logo


The official name of the intercollegiate

UW-La Crosse licenses all registered university logos. All officially licensed

athletics teams at the University of

products will carry a tag or label identifying them as such. You can find an up to

Wisconsin-La Crosse is Eagles. Their

date list of licensed vendors here.

official identifier is the “Eagle L” emblem.

What is licensing? Licensing is the process of contracting for

The athletics identifier is a registered

the rights to use a trademark, copyright,

mark of the University of Wisconsin

or patent belonging to an institution or

System and the University of Wisconsin-

business. For the university, it is a way

La Crosse. Use is obtained by permission

to protect our marks, promote the

of the Athletics Department and

institution, and generate revenue.

the licensing group at UWL. Contact contract administrator, at 785.6494.

What does this mean for students? First, licensing is your assurance that products have met standards for high quality. Product prices will be slightly higher than before, since the licensing fee is passed on to consumers. Third, you may NOT just go somewhere and have a T-shirt, can cooler or other item made up

Use of athletic team logo Appropriate uses: o Uniforms o Athletics programs and brochures o Athletics posters o Other purposes related to the athletics program at UW-La Crosse Inappropriate uses:

using a UW-La Crosse logo. What if a hall, a team or other group wants to get T-shirts made? Any group that wants items with a UWLa Crosse mark are required to purchase from a licensed vendor. Vendors are licensed through the IMG College Licensing. You can find an up to date list of licensed vendors here. The group will also need permission to

o University stationery (except for

use UW-La Crosse or any UW-La Crosse

stationery used by units within

symbol — the Eagle L, seal, wordmark

Intercollegiate Athletics)

logo, etc. Campus groups may ask

o Publications describing specific academic programs o Any other pieces with a nonathletic focus

to have the license fee waived for a

How do you get a fee waived? Requests for waivers for student organizations should be made in writing to University Centers in the Student Union. Forms to request a waiver are available in that office. All other organizations must request the exemptions from the assistant to the Vice Chancellor of Administration and Finance. Why is UWL doing this? The primary reason is to promote and protect registered university logos. The university also wants to ensure the quality of products with a UWL logo, since people associate the quality of the product with the quality of the school. Consistent use of the registered logos is also a consideration. How do you collect the royalty? The royalty fee is assessed at the point of production when the registered mark is used. Where does the money go? After covering expenses, the royalties will be used to support minority student scholarships.

specific product if the merchandise is ordered on a university purchase order and/or it is not for resale.


Consistent Messaging | Colors Palette for UWL core brand and brand extensions The official colors of UW-La Crosse are maroon (PMS 202) and gray (40% black).

School Colors

UWL palette The expanded palette of secondary and highlight colors exists to enliven UWL’s communications and to facilitate creativity. It adds versatility to the UWL graphic identity toolbox. The colors within the palette are intended to ensure cohesiveness across applications.

Secondary colors: Use these colors as supporting colors. They are


GRAY 40% Black

CMYK C9 M100 Y64 K48

CMYK C0 M0 Y0 K40

RGB R128 G0 B 41

RGB R167 G169 B172

hex code #730019

hex code #969799

Secondary colors

complementary to the school colors and enhance the visual experience without overpowering the design.

Highlight colors: Should be used sparingly; choose one highlight color for your design

B1 C38 M9 Y23 K32

B2 C42 M11 Y22 K0

G1 C13 M12 Y63 K8

O1 C0 M26 Y36 K0

Y1 C1 M6 Y34 K0

Highlight colors

to draw focus. B3 C96 M0 Y31 K2

Questions contact Creative Services 115 Graff Main Hall | 785.8575 or 785.8499


Y2 C0 M29 Y100 K0

G2 C0 M8 Y90 K46

O2 C6 M62 Y100 K0

Consistent Messaging |Fonts Fonts One of the key factors in any identity is

Century Gothic and Berthold Akzidenz

variety and emphasis to your

the use of specific typestyles for text or

Grotesk in its various weights can be

design, and makes it easier on the

running copy. Using a consistent family of

used as the supporting typefaces on all


typefaces visually reinforces the identity

printed materials.

o Using only two to three fonts gives

o SERIF type with the short crossline

of UWL.

at the end of each main strokes.

Futura Condensed Medium, Adobe

Typefaces without serifs are called

Caslon and Helvetica LTD Std in its


various weights are used as the primary

Serifs are easier to read in print. Sans serifs are better for electronic devices. o Italics are used to emphasize. They can be very hard to read if used in large text blocks. o Use ALL CAPS sparingly for headlines, not for large blocks of copy. o Point size is the size of the type. Remember your target audience for readability.

typefaces on all printed materials. Futura Condensed Medium use for headlines Adobe Caslon Pro use for headlines or body copy Adobe Caslon Pro Italic use for emphasis, not for large text block Adobe Caslon Semibold use for headlines Adobe Caslon Semibold Italic use for emphasis, not for large text block

Century Gothic use for headlines or body copy Century Gothic Italic use for cutlines Century Gothic Bold use for headlines Century Gothic Bold Italic use for emphasis, not for large text block Berthold Akzidenz Grotesk Regular use for headlines or body copy Berthold Akzidenz Grotesk Bold use for headlines, subheads and small blocks of copy Berthold Akzidenz Grotesk use for emphasis, not for large text block

Helvetica LTD Std use for headlines or body copy Helvetica LTD Std Bold use for headlines, subheads and small blocks of copy

Satisfy can be use for a headline or title; not for large text blocks.


Need these fonts? Contact Creative Services | 115 Graff Main Hall | 785.8575 or 785.8499 17

Consistent Messaging |Stationery Stationery Standards UW-La Crosse stationery includes its letterhead, envelopes, business cards

2 1/4’’

and note cards.

1 1/16’’

Month XX, XXXX

1 1/16’’

Mr. John A. Doe

Letterhead and envelopes may


Home Address

City Name, State 12345-6789

display the name of a division, college,

Dear Mr. Doe

department, unit, center or program.

Et wissi tat. Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat. Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci

Already established department or unit

exeraestrud ex ent eugait erit wissi. Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit, commolobore modolute irilit ipissi.

symbols and logos are permitted on

Facidunt praese tin ese commolore duis am, siscil ip er adip elisi blan henibh eugiam, quam vel ute vel irilit num vel utat praesendio ea conum quat, se mod eugiam augait, commy nonsequate tisit nulla alit lorting eugiamet luptat do

university stationery in a specified size

odo odolutpat acidunt enisit praestrud ea feugait, quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit, commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te

and location. Contact Creative Services

dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat, quipit la core delesequis alismod etummod ipsummo dolorem nis at

for more information.

praessequat. Duismod min heniam ip exerit acilisis autpat luptat.

Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate

modolortin ut luptat venis nos eu feu feugait ipit, vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis

All UWL stationery must contain at least

nonsed mincillum irit, si euis digna adigna consequis aciduisi.

one telephone number, UWL’s website or


department’s website, and if available,

Jane Q. Public

one email address and one fax number. Use of the university’s stationery is for official business. Letterhead and


115 Graff Main Hall 1725 State St. | La Crosse, WI 54601 USA

phone 608.785.8487 fax 608.785.8492

envelopes must never be used for

1 1/2’’

correspondence of a personal nature.

An affirmative action/equal opportunity employer

Units or programs with contracted partnerships outside the university may


How to order letterhead

note this cooperative arrangement on

The standard letterhead format is the

All requests for letterhead printed

standard university letterhead.

8-1/2”x11” size. It features the UWL

off campus should be addressed to

wordmark at the top left with the unit,

the Purchasing Agent in Budget and

No symbols and logos from these

address, phone and other information

Finance. Contact 785.8503 or visit

outside organizations will be printed on

aligned at the bottom.

letterhead purchased on a university account. But you can incorporate them

All letterhead will be printed in PMS 202

within text of your letter.

(maroon) on 24 lb. white bond recycled


paper. Organizations affiliated with UWL, such as the UWL Foundation Inc. and the UWL Alumni Association, may use the university logo and wordmark as long as all the policies and procedures listed here are followed. 18

The letter should position as shown above. It is recommended it be set in 9 pt. Adobe Caslon Regular with 15 pt. leading.

Letterhead template for Microsoft Word can be found at

Consistent Messaging |Stationery


1725 State St. | La Crosse, WI 54601 USA




All envelopes are printed in PMS 202 (maroon) on a white wove stock. Departments or units which desire personalized envelopes contact

UNIVERSITY OF WISCONSIN-LA CROSSE UNIVERSITY COMMUNICATIONS 115 Graff Main Hall 1500 La Crosse St. La Crosse, WI 54601 USA 608.785.8075


Creative Services and then order through the UWL’s Purchasing Agent. Envelopes are: No. 10 business envelope (regular and/or window) How to order envelopes All requests for envelopes printed off-campus should be addressed to the Purchasing Agent in Budget and Finance. Contact 785.8503 or visit our-services/purchasing/campusprinting-services

Note Cards

How to order note cards and matching

For note cards design contact Creative


Services and to order contact UWL’s

All requests for note cards and matching

Purchasing Agent.

envelopes printed off campus should be

Note cards are available in two sizes: o 5.5” x 4.1875” fits into A2 envelope o 6.1875” x 4.625” fits into A6 envelope Cards are printed two-color on 80#

addressed to the Purchasing Agent in Budget and Finance. Contact 785.8503 or visit campus-printing-services

gray or white linen cover. Envelopes are printed in PMS 202 (maroon) on linen paper to match notecard.



Title Department’s Name Room # Building Name 608.785.5555 office 608.785.5555 fax 608.755.5555 mobile

Business Card Orders

Business cards are ordered online at 19

Consistent Messaging | Icons

A bank of icons is available to add another layer of visual interest and convey the


diversity of teaching, research and outreach going on throughout the UW-La Crosse community. These icons can be used in multiple applications by any college, department or program where appropriate. For example, the electronic tablet can represent the Murphy Library or Records and Registration, as well as Student Health Services. The globe icon can represent the College of Business Administration or International Education & Engagement. Icons can be used either by themselves or in a pattern. Multiple icons can be used on a single piece where applicable to act as signposts for specific topics. Icons and patterns should be deliberately placed to compliment the photography and layout. These icons are not logos and should not be used as logos or in place of the UWL logo. Other than color variations, do not alter the icons in any way.

Want to use icons? Contact Creative Services 115 Graff Main Hall | 785.8575 or 785.8499


Study Abroad 101 Got questions about studying abroad? Drop by one of these sessions to learn more about study abroad options, how to get started, or how to move forwardwith your study abroad plans.

1209 Centennial Hall|4‑5 p.m.

FALL 2017 DATES September 20 September 27 October 4

October 11 October 18 October 25

November 1 November 8 November 15

November 29 December 6

For more information, contact IEE at: | 608.785.8016

Consistent Messaging | Images These downloadable images and others are available through this link: Password is UWL. For more details see pages 36-37.

Photos of UWL students, faculty and staff do not

If using your own photos, be sure to get the photo

require a signed photo release form. Be aware to

release form signed by non-UWL students and staff

use the appropriate photo for your design.

pictured in your publication. See page 53.


Consistent Messaging |Templates

Templates for Power Point presentation

Download Power Point templates at For successful Power Point design never use smaller type size than 20pt. Use only one font, preferrably a sans serif type face.

Questions contact Creative Services | 115 Graff Main Hall | 785.8575 or 785.8499


Consistent Messaging/Digital Signage Simplicity rules! FACT: Uncluttered signage achieves greater success. Ideally, your display design should consist of just four main components: 1. A compelling photo and/or image 2. The what, when, where and cost 3. Event description (15 words or fewer) 4. Program or department name with contact info and web address (Websites can be used to direct the audience to more detailed information)

Keep it SIMPLE. Remember, your audience has only 10 seconds to notice and process your message. Don’t make it difficult by cramming your digital sign with too much information. Creative Services can assist campus departments or programs in designing effective signage. To schedule a meeting with Creative Services visit for contact information.

Complete details for submissions to the UWL digital signs visit:


Creative Services Creative Services Creative Services provides graphic design for all UW-La Crosse departments, as well as the UWL Alumni Association and UWL Foundation. Creative Services coordinates design of: o Overall visual and graphic identity of UWL o All recruitment materials o Various electronic and printed collateral: - brochures - posters - digital signage - fliers - postcards and invitations - forms - programs - newsletters (interactive PDFs

and printed)

- Web graphics o Alumni magazines o major components of the university’s communications effort Creative Services also serves as a clearinghouse for publications with an off-campus audience, ensuring consistent, quality publications.



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Creative Services Things to consider before you start a project: 1. Schedule a meeting with Creative Services

2. Complete copy

4. Proof final copy

Provide copy via email or flashdrive.

Project coordinators are expected to

115 Graff Main Hall

Copy should be saved as Microsoft

inspect their proof very carefully to

785.8575 or 785.8499

Word text or as a text file. It is preferred

ensure that all elements are in place and

that a hard copy text is supplied as well.

accurate. Creative Services will provide

Creative Services follows the UWL Style

up to two proofs and a final file for each

Guide (see Appendix I, page 47) and

project. Continual changes to artwork

the Associated Press Stylebook. The

are time consuming and inhibit meeting

UWL Style Guide contains style elements


specific to the university and should be

It is the responsibility of the project

Come prepared to discuss the following: o Purpose of the design o Intended audience o Timeline o Which platforms will this design be distributed (print, web, digital display social media) o Copy, art and photo needs By the close of the meeting we will have established: o A feasible production schedule o Ideas for gathering and writing copy o Design ideas o Photo needs

consulted as a first reference. 3. Design process Preliminary design considerations will be discussed at the initial meeting with Creative Services. As copy is being completed, other design elements will fall into place. Primary responsibility for the “look� of a publication rests with Creative Services to ensure consistency, readability and quality.

Creative Services will provide up to two proofs and a final file for each project. Positioning of photos and artwork will be shown on all proofs.

coordinator to: o Check for factual accuracy (pay special attention to headlines, subheads and photo captions) o Verify the proper spelling of all names, titles and middle initials o Double-check dates, facts and figures o Make sure the correct contact information and web address are included o Check spelling o Assist in checking for university style o Assist in correcting spelling and grammatical errors o Double-check all copy has been proofread against original copy or changes marked on the previous proof o Read all articles word for word to ensure continuity o Make sure more than one person reviews the final proof


Creative Services Ordering print:

Why go through Budget and F­­inance for off-campus printing?

Once you have received your printer-ready PDF of your publication, you can coordinate off-campus printing through the University Print Manager located in the

It is legally mandated (by Article IV,

Business Services Office, or directly through Digicopy.

Section 25 of the Wis. Constitution and Chapter 35.01 of the Wis. Stats.) all

Using Business Services Office

Using Digicopy

off-campus printing using state funding

If ordering print greater than 500 through

If ordering print 500 pieces or fewer

be placed by UWL’s University Print

the University Print Manager, you will

o Black and white copies

need to:

o Color copies

o Fill out the print request form offices-services/business-services/ forms/purchasing-print-order-form. pdf o Supply a PDF

o Use DigiCopy’s online ordering site

Manager. * The University Print Manager serves as the liaison between UW-La Crosse and the Wisconsin Department of

Administration’s printing section to


monitor compliance with state contracts


and regulations.

— as a high resolution PDF — with crop marks — with bleeds

*Individual departments may not place


an order directly with an off-campus

(cyan | magenta | yellow | black)

commercial printer other than Digicopy.

— embed fonts and images

It is also prohibited to purchase printing

o Send via email to University Print

using a procurement card.

Manager or save to a flash drive and drop off at 125 Graff Main Hall o Supply a hard copy of finished piece All jobs sent off-campus for printing will also include a blackline or color proofs. Clients are required to proof and sign printer’s proof. Copy or design changes at this stage are expensive and may delay delivery.

Questions about ordering print: Contact 785.8503 or visit


Creative Services If you are designing your own project Checklist o Every printed piece affiliated with UW-La Crosse must have visible school identification. Refer to page 10. o Required statements. Refer to page 11.

Setting up the document o Use a program that you can save



the file as a PDF with cropmarks.

INTRODUCING UW-L A CROSSE’S 2017- 2020 STRATEGIC PL AN Increasing Community Engagement

Achieving Excellence Through Equity And Diversity

Advancing Transformational Education

Investing In Our People

We invite you to visit

o Correct spelling/grammar

to view the goals and action steps for our campus priorities.

o Phone number o Website


o DOCUMENT SIZE is the physical size


of the document.

o If an event: date, time and

o IMAGE SIZE is the area where type


is placed ­— usually 1/2” in from the

o Readible type

edge of the page. Image size can

o Photo release forms for non-UWL

not be less 1/4” of the document

individuals in printed piece


o Appropriate art

o BLEED is when an image or element on a page touches the edge, extending beyond the page size. The printer needs at least 1/8” past 1/8”


the page size for trimming. o Design a book: The GUTTER, the space between image areas on facing pages, should always be at least 1/2” on each page. o Set up your document as single pages in numerical order.

When creating a design, do not use sexist or discriminatory remarks and images. All

o Place page numbers at the bottom 1


time-saver. o Pages for books must be in multiples

printed materials should demonstrate the

of four; for example, if you have

racial, ethnic and social diversity of UW-La Crosse.

in the center of the page. This is a

a 20-page book and find out you have information for two more 3


pages, you have to go to 24 pages. o Design for your audience.

Questions contact Creative Services | 115 Graff Main Hall | 785.8575 or 785.8499


Creative Services If you are designing your own project Color photos/art

Saving scanned art:

Color photos must be converted to

Save art as a EPS or TIFF file.

CMYK in Photoshop prior to using them

o TIFF is the most reliable for

in your publication

storing grayscale art. o EPS is better for line art and

Clients must submit printer-ready files. Files not meeting printer specifications Color Remember monitors are set to RGB (red, green, blue) illuminated color. Printers use CMYK (cyan, magenta, yellow and black) reflective color.

will not be accepted. Prior to placing order consult with Creative Services for file specifications.

color art/photos. o High resolution JPEG/JPG files are acceptable. o GIF files do not have enough data for the printing process — they are meant for Web

Important: Scan photographs for all

design, not for print

off-campus printing at 300 DPI (dots per

When it comes to color, what you see is


not what you always get. Monitors are

Also scan art at the size you plan on

not calibrated the same. Please refer to

using it. If you have an 8-1/2” x 11”

the Pantone® Formula Guide (available

piece of art and you will use it at 4-1/4”

at Creative Services) to choose the

x 5-1/2”, scan it at 50 percent. You want

correct color.

to place scanned art in your document as close to 100 percent as possible — it provides better quality and saves time at the printer.


Creative Services Types of folds

Half fold

Tri-fold or

barrel fold


Z fold or


accordion fold

parallel fold

Scoring — a crease in heavier paper is made for a cleaner fold. Die-cutting — sharp steel rules are used Saddle stitched Stapled in the center of the book. For projects 8-72 pages.

Tape Taped on the outside of the spine. No more than 100 pages including cover.

Postal Regulations Campus clients must be sure that

Spiral Plastic or wire.

Perfect Glued on the inside of the spine like a phone book.

when designing and printing publications. other variables can affect the ability to

with slits for business cards). Die-cutting is an expensive process.

Return address format

U.S. Postal Service regulationsare followed Size of the publication, paper weight and

to cut special shapes (like for folders


1725 State St. | La Crosse, WI 54601 USA

Non-Profit Org. U.S. Postage PAID La Crosse, Wis. Permit No. 545

mail a piece as well as the cost to distribute it via the U.S. Mail. It is the campus client’s responsibility to work with the Campus Postal Services to determine the budget for distribution of any and all printed materials. Campus Postal Services staff can provide labeling, bundling and mailing services for bulk rate mailings of 200-2,000 pieces. Campus clients can arrange to have large mailings prepared by an outside vendor. Pricing out mailing services and postage is the campus client’s responsibility.


Questions contact: Postal Services 785.8060 postal-services/

Creative Services/Policy statements Policy Statements and Regulations Administration of the identity

Copyright considerations

Artwork produced outside of Creative

standards and policies

The University of Wisconsin-La Crosse

Services: must follow the Style Guide in

Creative Services is responsible for

follows all copyright restrictions.

this book (see pp. 49-51) and Associated

enforcing the identity standards

The copyright law (title 17, United

Press style, and must be proofread and

and all other policies included

States Code) governs the making of

printer-ready before being submitted

in this manual and will serve as

photocopies or other reproductions

to our office. If Creative Services feels

final authority if compliance is

of copyrighted materials. Under

critical changes are necessary, we will


certain conditions specified in the

coordinate changes based on the most

law, universities may make copies of

expedient and cost-efficient method.

copyrighted materials for use in private

Creative Services will proof corrected

study, scholarship, research and limited

copy against our original copy of

classroom distribution.

requested changes. The university

We cannot anticipate all possible uses of the university’s visual identity standards as well as policies governing the development of printed materials. Considering

For more complete copyright

this, Creative Services will review

information, contact the Copyright

proposed changes to existing

Clearinghouse to assist in registering

policies on a case-by-case basis.

copyrighted materials and obtaining

The identity standards apply to all material printed or produced by UWLa Crosse, regardless of funding source. Disagreements with policies In the event of a disagreement between Creative Services, the policies established in this booklet, and the desires of a department or office representative, the pertinent issues will be addressed and resolved in a meeting with the department representative, the appropriate dean or division head, the director of Creative Service and the assistant chancellor for University Advancement.

required format and licenses. Copyright Clearinghouse Director of Murphy Library 1631 Pine St. La Crosse, WI 54601 USA 608.785.8805 Distribution to state legislature The State of Wisconsin has prohibited the

department will be billed for any additional costs incurred for changes made to printer’s proofs. Approval for all off-campus publications is required: all art produced by graphic design freelancers that represent publications intended for an off-campus audience must be reviewed by Creative Services prior to their completion to ensure that the policies and graphic standards established in this toolkit are followed.

distribution of university-printed materials to any member of the state legislature unless these procedures are followed: o The university must notify all members of the legislature with a brief description of the materials to be distributed. o The university may distribute materials to any member of the state legislature who requests a copy of specific materials.


News & Marketing Media relations: For the campus community Whether you have UWL news you want the public to know about or you need guidance about talking to a reporter, the News & Marketing team is here to help. The University Communications’ News & Marketing team seeks to generate media coverage that will enhance the image of UWL. We are responsible for releasing all university news printed and online (except athletics which is provided by the Sports Information Director); submitting stories to local, regional and national media outlets; and arranging media coverage of events and programs. Contact us with information about research, programs, issues, people and events. We will work with you to determine if this is newsworthy and the appropriate audience for your message or craft the appropriate message for your audience. While we can’t promise media coverage of every event, program or story suggestion, we will assess the newsworthiness of activities and, depending on the story and timing, may do one of the following: o Write a story for Campus Connection, the university’s internal newsletter and/ or website o Write and distribute a news release o “Pitch” the story to a reporter or producer o Promote the story as part of a trend (something happening in higher education across the state, for example) o Consult with you on how to get publicity, what is news, how to work with the media and how your news helps to build the positive image of the university o Take photographs at an event.


News & Marketing What’s newsworthy? Not sure whether your news would

o Major announcements - Let the

o Unique new courses - As each

interest the media? The News &

News & Marketing team know if

new semester is about to begin,

Marketing team can provide guidance.

a faculty member or student has

the News & Marketing team

We’re always interested in hearing

received an important award or

looks for unique new courses —


if your department has acquired

whether they are tied to current

o Research findings - The media is

a significant gift or grant.

events, are trendy, or would

most interested in your research

o Events - The campus calendar

simply be fun for the public to

breakthrough if it will impact

is filled with events throughout

read about — to pass along to

or interest the general public.

the year, but certain ones —


Reporters also pay more attention

especially those on newsy or

to peer-reviewed work about to be

otherwise fascinating topics —

staff and students greatly

published in a journal or presented

would catch a reporter’s eye.

impact the community. Let us

at a conference or government

We can help attract coverage

know about the unique things


of such events.

you or your students do in the

o Well-known campus visitors - UWL

o Human interest stories - Reporters

draws famous individuals each

are always interested in a good

year to speak at special gatherings

human interest story, whether it’s

including conferences, lectures and

about an extraordinary person or

graduation ceremonies. Prominent

project. We’re always interested

scholars also spend time teaching on

in stories about students and

campus; let us know if you’re about

their one-of-a-kind contributions

to host such a visitor.

to UWL and the community.

o Community service - University

community so we can share your impact.

To properly promote events, provide information at least three weeks before the event occurs.


News & Marketing Selecting the best tool for communication The News & Marketing team will

o Expert list - The News & Marketing

consider the following ways of sharing

team keeps a running list of campus

your story:

experts willing to speak to reporters

o News release - Our traditional

on various issues. When news breaks,

format for releasing news. The

we email information about specific

news release is usually less than

experts to reporters.

a page in length, preferably no

o News conference - News

more than three paragraphs

conferences at UWL usually are

written as a news story. A release

reserved for major announcements,

can include quotes from the

such as the naming of a new

source(s), give context to the

chancellor, a national award or a

news being reported and,

ground-breaking for a new building.

preferably, include details about

o Tip - We often contact select

interview and visual opportunities

reporters or TV producers by

for reporters.

phone or email to tip them off to

o Media advisory - A one-

a particular story idea or campus

page alert that simply tells

expert. A news tip also is used when

the media the “who, what,

reporters must be alerted quickly and

when and where� of an event.

there is no time for other forms of

Advisories often are used to


announce news conferences,

o News show - Various stations produce

research demonstrations,

local and regional new shows. We

campus ceremonies and other

will work with you to place you

newsworthy events.

or a news source on these local programs.


News & Marketing

What to do when a reporter calls

Prepare for the interview

The following are some general

o Take a few minutes to write down the brief message(s) you want to convey.

guidelines to help you get ready

o Avoid technical jargon and acronyms; use lay terms.

for and respond to a reporter’s

o Make sure your points are clear and succinct.


o Be ready to support your message with a few examples and facts. o Keep in mind what the public needs to know, and how the topic affects people’s

o Gather basic details. o Write down the reporter’s name,

lives. o Anticipate tough questions the reporter might ask.

media outlet, phone number and

o Practice delivering your message(s).

story deadline.

o Offer brief background on the subject at hand if the reporter seems to need it.

o Ask what the story will be about

o Assume everything you say is on the record, from the time you meet or talk with the

and how the interview will be used. o If TV or radio reporter is calling,

reporter until he or she leaves the room or hangs up. o Speak with authority and energy, particularly for TV or radio interviews. o State your position in positive terms, even if a reporter’s questions turn negative or

inquire about the interview format (live, taped, etc.).

sound loaded. o If the reporter’s questions veer off track, politely steer the interview back to your

o If you’re the appropriate expert but aren’t prepared to talk, set

message(s). o If you’re not sure the reporter understood your main points, ask them if he or she

a later time, but respect the reporter’s deadline. Even 15

understood and rephrase your response if necessary. o Broadcast media need prior permission to film inside buildings on campus or to film

minutes will help you get ready.

anyone who would easily be identified on TV. For more information, contact the

o If you’re not the best expert, refer

News & Marketing department.

the reporter to someone who is,

o If the interview is on TV, dress in clothing without small checks or lines.

or contact the News & Marketing

Dependinf on the situation, you may wat to wear UWL gear.

department. o Contact the News & Marketing department at 608.785.8572 and let us know about the inquiry and the actions taken.


News & Marketing/Photography PHOTOGRAPHY SERVICES The photography unit of University Communications documents the UWL story through vibrant, dynamic images that reflect the university’s commitment to providing an innovative, high-quality, affordable and accessible education. Our university photographers cover campus, providing photos and images that tell the UWL story. Priority is given to campus photography required for University Communications,

Guidelines for photography requests

Staff and faculty portraits

o Requests must be made at least two

News & Marketing takes official staff

weeks in advance. o Submit request to:

and faculty portraits during scheduled studio times throughout the year. See



o University Communications reserves

portraits. For quickest turnaround time,

the right to prioritize projects in

departments should schedule photo

accordance with the above criteria.

appointments together in a block

o A specific photo date may not be possible due to scheduling conflicts.

of time within the scheduled studio times.

media and public relations, and student recruitment. This includes:

Email to

o Major university events and celebrations

schedule appointments for portraits

o Notable guest lecturers

during the following schedule:

o Major promotional photos.

First Wednesday of the month 11 a.m.-noon

Photography services can be provided to

2:30-3:30 p.m.

colleges, departments and units, subject to

Third Thursday of the month

availability, for: o News events o Classroom environments o Academic or campus life activities o Campus architecture o On- and off-campus locations o Portraits.


8:30-9:30 a.m. 2-3 p.m.

News & Marketing/Photography

If departments are taking photos themselves of an individual or group, use these photo tips: o Take the photo outside in the shade, if possible o Keep background as neutral as possible o Have subject(s) stand no closer than three feet from the background o Have short people in the front and tall people in the back o Arrange group in two or three rows, if possible o Make sure everyone can be seen by having everyone stand

Download official staff and faculty portraits Official staff and faculty portraits are available upon request. UWL faculty, staff and students are permitted to use photos from this collection for non-commerical, editorial use. News media are permitted to use photos from this collection for editorial use only, in association with stories pertaining to UWL. Where appropriate, photos should be credited to the University of Wisconsin-La Crosse. These services are provided on a nonchargeback basis.

between two people (open window is what we call it) o Make sure everyone looks at the photographer o Take at least three or four shots o If people want to be silly, tell them that you will have a silly photo after all the serious ones View more tips here: com/watch?v=y16DxkvyrPw

Read more about Photo Services at

University photo gallery To view UWL online photo gallery visit: To download images: ú Click on “Campus Photography.” ú Select “All Galleries.” ú Images are categorized into different folders. ú Find an image, click on it, a page will open that has the word “Download” on the upper right side of the page. ú When prompted enter the password: UWL and click submit. ú Choose a file size to download. ú The image will download into the downloads folder on your computer. If you use the “Search” option, the image downloading has some extra steps: ú When you find an image using the “Search” and click “Download” it will now prompt a “Login Required” window. ú Close the “Login Required” pop-up and scroll to the bottom of the page. ú The words “Contained in galleries” is on the bottom right side of the page. ú Click on a gallery link underneath “Contained in galleries.” ú Scroll through the pictures in this gallery to find the image and click “Download.” ú “Password Required” will pop-up. Then enter: UWL to download the image.

For more information, contact Sue Lee, University Communications, at or 608.785.8497


News & Marketing/Social Media Blogs, social networks, and websites (Facebook, Twitter, Instagram, Youtube, etc.) are excellent ways to share information and connect. UWL is active in these online communities and supports participation by colleges, departments and university organizations. However, departmental use of thirdparty social media services to conduct university-related communication introduces a variety of legal and policy issues. Departments and organizations that choose to use third-party web applications, including social media, to augment their activities should use the following recommendations to ensure that they are used effectively, protect the university’s reputation,

Why go official?

Why go official?

Official vs. Unofficial

Separation of personal from professional

University Communications (Ucomm) considers a social media page or profile to be “official” when it follows the guidelines created on this page. Official pages and profiles receive support

Conduct business as “the organization” rather than under a personal profile. This allows personal conduct to be kept private and uninvolved in university practices. Increased visibility

from UWL Ucomm as well as

Official UWL pages will be added to

campus leadership.

the university’s main social media account. This will enable UWL’s social media content manager to be aware of your page’s updates and outreach efforts. With official status, your content also has the potential to be shared on the flagship pages. Consumer confidence

support the UWL brand and adhere

There are countless “rogue” pages

to university policies. These groups

created on behalf of the university.

should be prepared to educate staff,

Therefore, having an official and UWL

volunteers, and other participants

branded page is the best way to

about expectations related to the use

instill confidence that your page will

of third-party web applications, privacy

be trustworthy and professional.

concerns and other relevant policy and

University Communications support

legal issues. Keep in mind that social media is not a substitute for official communication from your department or organization.

By having Ucomm as an administrator on the page, your organization/ department/group can have assistance in planning, monitoring

UWL departments must use secure UWL-

and maintaining your page activity.

controlled services to conduct required

This also includes access to various

or official university activities including

specialized staff under Ucomm.

communication that contains privacy-

Ucomm can also provide support

protected information.

and bridge the gap when there are changes in your administrators. Consistency is key!


News & Marketing/Social Media Social media principles

The Good, The Bad, but not The Ugly

Before creating an official UWL page

Regardless of whether an external UWL social media pages are inclusive UWL pages are open to any person who has interest in the topic or organization of the page. Social media participation is extracurricular

user’s content is favorable or

There are a few questions to ask yourself

unfavorable, it is allowed if it is in

before committing to an official UWL

context of the conversation. But

social media page:

if the content is ugly, offensive, denigrating, or completely out

social media presence outside of

of context, it may be rejected.

what has already been created?

Transparency is key in creating a

Participation in the page must be

trustworthy, successful social media

voluntary. Non-participation cannot


result in negative repercussions for a student or employee. Faculty and academic departments should never discipline students on social media networking sites. Facebook is not to be used to conduct official or required university activities. All UWL Facebook pages should be considered a method for augmenting existing official channels of communication (such as the departmental website) rather than replacing them. Page participation should follow the ground rules

1. Why do we want and/or need a

Pages and profiles follow UWL branding UWL has set branding that includes logos, fonts, colors and more. Be sure to follow these branding elements to comply with UWL policies.

2. Can we meet our organization/ department purpose by doing so? 3. How much time per week can we commit to managing the content and activity? 4. Who will be our official page administrators? 5. Are we willing to comply with University Communications’ policies and procedures regarding social media profiles? In answering the questions above, you will ultimately decide the best path for you and your department/organization. Should you create a Facebook page? Should you create a Facebook group under an already established Facebook

Page administrators and

page? Should you create a Twitter or

participating members are all

Instagram account instead? Should you

accountable for upholding the

create a social media page at all?

expectations of the page. UWL social media pages are public Never communicate personal, educational or health records via social media or any other non-secure third-party system.

Click here for a regularly updated social media best practices guide from University Communications 39

News & Marketing/Social Media Creating an official UWL page

Would you like to merge or delete

Place a request with University

Are you falling behind on your social


Communications to set up a page

media account? Do you not see the

a. Ex: UW-La Crosse English

for your organization/department.

same benefit of the page when it

A meeting will be scheduled to

was first created? Is there an older

b. Ex: UW-La Crosse Psychology

discuss the request, as well as the

account that you would like to have

c. Ex: UW-La Crosse Department of

information in this document. University

closed in favor of a new page?

Communications will create the page

Deleting a page will erase all history

and provide access to those who have

of the page, as well as the followers

been named page administrators

who currently “like” or “follow” the

as discussed by the organization/

page. Merging two pages together

department and University

will permanently delete the older


page, but will also automatically

UWL has six requirements for pages to be an “official page.” 1. A page must follow the official naming


Theatre 2. University Communications must be one of the page administrators. a. Profile name: Web Communications b. Profile email: 3. Must use a profile image created by University Communications. 4. Must feature an “about” description that includes information about your organization/department. a. Suggestion: “Welcome to the official (insert name here) page of the University of Wisconsin – La Crosse” b. Suggestion: Copy something similar to what is already on your home page at 5. Must feature a general description that includes link to social media community standards: 6. Page managers must actively engage with University Communications after the page has been created including

You must have a personal profile if you plan to be an administrator for a Facebook page. Other platforms (Twitter, Instagram) are created independently but a Facebook page will need to be linked to your personal profile.


add the follower list to the new page. This is the best option for managers that would like to create a new page and carry over followers from an older page. Have University Communications handle this process as there is a chance you could accidentally delete both your old

“We already have a page that we’d

and current pages.

like to continue using.”

Page names need to be similar in

We can easily transition an already

order to merge!

existing page into an official

Determine a termination date for the

UWL profile. Notify University

old page

Communications to begin the process. No existing content will be altered outside the aforementioned requirements.

Leading up to the termination date, let your followers know that you will be either deleting the page or utilizing a different page. Keep them

taking part in an annual check-in to

“We have an old page that we want

updated with your plans to lessen

discuss trends, best practices, overall

to delete.”

confusion and inconvenience.

page use, etc.

Deleting a page or merging pages Have University Communications handle this process.


News & Marketing/Social Media After creating an official UWL page and best practices

Once you feel comfortable with your page/profile, it’s time to get to work: 1. Invite fans/followers – engage students, alumni, staff, and others to get your page noticed. Make sure to have a comprehensive plan for your startup so when you gain followers, you keep them!

The very first thing you should do with your new page is experiment.

2. Post frequently with engaging content – we recommend 3/day maximum or 1/week

Understand the various features it


provides and how to best go about

3. Engage your followers – you need to communicate for your page to catch steam. Try

making it an engaging, informative resource for your fans and followers.

to start conversations and solicit questions. 4. Like and tag other UWL official pages – an easy way to collaborate and connect

Change settings, update the page

with other pages on campus. Liking their pages makes it easier for you to tag them in

layout, and do more.

content. You can always make your page

5. Show personality – remind fans and users that there is a person behind the account –

“private” if you would like to test

not a scheduling robot!

things before making it public.

Above all, publicize your pages! Don’t just simply invite people and expect them to follow suit. You need to put in the work for your page/profile to gain traction. Update department documents, brochures, your website, and any other marketing materials that you regularly use. If you are going to put the work into having a social media presence, don’t let it fail due to lack of front-end advertising!

ia Social Med ces Best Practi UNIVERS



d: Last update

Click here for a regularly updated social media best practices guide from University Communications


9 July 9, 201

e Wisconsin-La Cross © University of Graff Main Hall unications, 115 54601 University Comm t, La Crosse, WI, Stree State 1725


Web & Interactive Communications Web & Interactive Communications (iComm) is responsible for the development and implementation of

Formatting best practices Use sparingly to add emphasis

a coherent, inclusive, campus-wide strategy for website: management,


content, communications and technology.

• Do use to add emphasis to individual words or short phrases


iComm coordinates: o Overall website design and


• Don’t underline text – it will be mistaken for a link


• Don’t use all caps in the main body copy area – using caps lock online traditionally signifies yelling

maintenance o Web content standards - Writing for Web

• Don’t make everything bold – any added emphasis will be lost

- Images for Web o Website user administration o Content management system

Let the style sheet take care of these

training Font and font size

• Do rely on the style sheet to dictate text font – some fonts aren’t universally available and will automatically be replaced with a universal alternative, or worse yet, show up as: cccccc

• Don’t change font or size

Font Color

• Do rely on the style sheet to dictate text color – black text on a white background is easiest to read and most accessible (notice how hard the example is to read?)

• Don’t change font color

Text justification

• Do leave text left-justified by default – page titles may be centered

• Don’t change justification

o Technical support and troubleshooting o Social media policies and implementation.



Consistency is a very important part

Current style sheets & templates

of successful Web design. A consistent

Style sheets and templates

use the web. More specifically, Web accessibility means

website embraces the “don’t make me

control the look and feel

that people with disabilities can perceive, understand,

think” mentality.

(formatting) of uwlax.

navigate, and interact with the Web, and that they can

edu and provide the

contribute to the Web. Web accessibility also benefits

consistency necessary for

others, including older people with changing abilities due

successful Web design.

to aging.

Effective subsites don’t stand out, they fit in.

A site that offers the visitor an expected, fluid experience will improve the good will of the visitor, which increases followthrough on whatever calls-to-action it’s trying to produce.

UWL’s style sheets and templates have been carefully developed with all the site’s visitors in mind.

Questions? Contact


“Web accessibility means that people with disabilities can

“Web accessibility encompasses all disabilities that affect access to the Web, including visual, auditory, physical, speech, cognitive, and neurological disabilities.” W3C definition of web accessibility

Web & Interactive Communications NAVIGATION AND LINKING It all comes down to the label!


Finding what you’re looking for

attractive website. The goal of this partnership is to market the university with a

may be the most crucial part of a

consistent identity that reflects the UWL brand and is capable of reaching campus’

positive online experience. There is

strategic goals.

one, singular, top, ultimate (you get the idea) way to make navigation intuitive. Simply - call it what it is.

iComm works with content contributors from across campus to create a user-friendly,

iComm handles all functions of content management support, training, site administration and development.

When a visitor clicks a link, their

iComm’s campus clients are the subject matter experts and primary content

assumption is always that they

contributors for their designated Web pages. iComm collaborates with content

will get another webpage which

contributors on content planning, as well as offering tips and tricks for improving the

contains the information the link

visitor’s experience.

implied. In any case where this assumption is not correct, tell visitors clearly what they can expect when they click.

6 C’s of quality Web content If you want to improve your website’s content, keep these six qualities in mind. They’re based on the “7 Cs of Communication*,” reworked for communicating online.

o Tell them “you’re going to get something other than a

The 6 C’s


webpage” by ending links that open a file with a clear label such as (PDF). o Tell them “you’re about to leave this subsite” by organizing external links in a “related links” section or open the new page in a new tab or window. And always, fit the label to the

Good web content shows that its purpose and target audience have been considered. You know what your visitors need, and you provide it. The content speaks the language and at the level of its audience – not its author. It is CONSIDERED approachable and relevant. Text, images and links all enhance to the purpose of the page.

The structure is clear and logical – easily understood at a glance. Headings and links are meaningful. Text is easy to scan and comprehend. The main task is obvious and clearly supported.


Good content gets straight to the point. Readers don’t have to skim over fluff, introductions or welcome messages. Basic rule: if you think it’s good – cut it in half!

content – or fit the content to the label.


Good content provides concrete and useful information that helps the visitor accomplish a task.

Good Web content is chunked. It can be scanned for basic meaning which invites a closer look. Related chunks of information are grouped and presented in a parallel manner. Your readers find it easy to skim over the page to find the information they are looking for.

The content has been reviewed, proofread and maintained. There are no spelling or grammatical errors. The links work. Information is up to date.



*For the curious – the original 7 Cs are: Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous

This document is based on the information found at: 43

Web & Interactive Communications Writing for Web best practice DO’s DON’T’s Text is meaningful, useful and up-to-date

• Do write with the target audience in mind • Do create content expiration reminders for yourself

• Don’t use acronyms, jargon or slang • Don’t leave old information up, especially dates

Text is minimal

• Do remove all but essential words – no “fluff” • Do limit words per page to 250-400

• Don’t treat websites like prose or academic writing – think flier or billboard!

Text is organized and consistent

• Do make the transition from page to page smooth • Do choose one “voice” and stick to it

Text is “written for the web”

• Do chunk text using headers, which are easy to scan • Do use bulleted lists, which make information easier to digest • Do use numbered lists, which are good for explaining steps • Ideal web content is written at the 10th grade level

• Don’t present lists in the form of a paragraph.

Text is free of typographical, grammatical and contextual errors

• Do use spell check • Do have someone else review the site • Do check facts first

• Don’t publish text someone else wrote without reviewing it first (even bosses make mistakes!)

Text provides links to other useful sites

• Do embed (3-5) links to relevant information within the content area – think Wikipedia! • Do set links to open in a new window if they take visitors off site

• Don’t rely on the menu to house every link • Don’t recreate information, link to it instead, especially if it’s on • Don’t use the words “click here” as linked text

Images for Web best practice DO’s DON’T’s Images are only used to enhance meaning

• Do embed images that add context to the site

• Don’t add images for decorative purposes only

Images are accessible

• Do apply an alt tag to every image so screen readers can “see” them

• Don’t use images that are more than 25% text – alt tags should not include that much information

Images are free of copyright liability and legally obtained

• Do contact iComm for help with selecting or purchasing images

• Don’t use images obtained via image search – most are copyrighted and therefore illegal to use without permission

Images are optimized and don’t slow load time

• Do resize images before uploading them • Always set image resolution to 72 dpi.

• Don’t distort an image’s proportions, making it short/fat or tall/skinny

Images are authentic

• Do use UWL photos which depict real people, places and things when possible • Do contact University Communications about photo availability

• Don’t use stock photography exclusively • Don’t use traditional clip art


Web & Interactive Communications EMAIL AND NEWSLETTER COMMUNICATION Campus plan for e-newsletter distribution

2. Internal Mailing Lists:

Colleges, departments and other

Distribution of off-campus e-newsletters The Alumni Association has contracted

university entities should send only

As requests for e-newsletter distribution to

with a third-party service, OnMarketer, to

limited amounts of emails to their

large, external groups continues to grow,

send out e-newsletters and other email

students. Email communications to

it becomes necessary to implement some

communications to alumni and friends.

the entire campus personnel and

general guidelines regarding these efforts.

This is to prevent blockage by spam

student list is discouraged. Instead,

filters and to ensure that UWL’s external

contact the News & Marketing

e-newsletters and email communications


staff in University Communications

E-newsletters are sent according to a set

are complying with the CAN-SPAM act and

to request the information be

schedule to the same audience that has

email privacy laws. The Alumni Association

distributed through the Campus

a connection to the subject matter.

has developed and funded the cost of a

Connection, a weekly email

user-friendly template that it utilizes when

newsletter sent to communicate

sending information to alumni. Colleges,

List Management and Maintenance:

news, announcements, notices,

1. Alumni and Friends:

departments and other university entities

classified ads and other campus-

may use this template at no charge, with

The mailing lists of alumni and

related information for employees

the option of personalizing it with:

friends are maintained by the UWL

and students.

o Subject line

Foundation. To keep this list as up-

o Branded header graphic

to-date and accurate as possible,

o Messages and images in designated

it is crucial for all updates, opt-outs/

content space holders, including

ins to be maintained in this central


database. Therefore, the email lists for distribution of e-newsletters to these

For customized template creation, the Web

groups should be coordinated through

and Interactive Communications team in

the Foundation.

University Communications can assist. The customized template will take a minimum of two weeks to develop internally and will incur additional costs and time for development through the third-party. Contacts: Database Services/Foundation Web Design/Web Communications Assistant Director/Alumni & Friends Director/News & Marketing

Questions? Contact


Web & Interactive Communications email guide Creating dynamic and effective email marketing campaigns can be intimidating at first. Use these recommendations from iComm to help you get started.




o Be descriptive rather than

o Obey the rule of three — three font

o Don’t over-send to your email list.

clever. Get to the point: “Open

styles or treatments, maximum. More

Too many emails will dilute your

house invitation.” “Committee

than that and you lose focus on the

message and could cause people to

Meeting Rescheduled.”

things you’re trying to highlight.

unsubscribe from your list.

o Keep it short: under 50 characters! o Avoid spam words (“free”, “look,” etc.). o Don’t use all caps.

CONTENT o Make the point of the email in the first sentence: “You’re invited to an open house October 24.” o Keep it short and say it once. People rarely sit and READ a long email – they scan. o Use headlines and bulleted lists to break up the text. o Include an action item – i.e. register, RSVP, visit a link, etc. Focus your email on one action item. o Use links to keep your copy short and refer your reader to more info. Don’t use “click here” language when making links ... Link the verb (i.e. “watch,” “read,” “learn” or other appropriate text.


o Use short call-outs to attract

o Monitor your open and click-through

attention: “Don’t miss your

rates to evaluate effectiveness and

opportunity to learn from this

improve your emails.

renowned cellist.”

COPY EDITING o Use only one space after the end of a sentence. o Don’t use “th,” “st,” “nd,” or “rd” on dates or numbers. o Spell out days and dates (i.e., Aug. 23, 2010 instead of 8/23/10). o Use a.m. and p.m. instead of AM/ pm/P.M. and eliminate double-zeros. It’s 5 p.m., not 5:00 p.m.

Appendix I: Style Guide The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions. By using this guide, along with the AP Stylebook and Webster’s New World Dictionary, Fourth College Edition, as second and third references, the university can promote consistency and accuracy in writing. (Copies of the dictionary can be viewed in the University Communications Office, 115 Graff Main Hall.) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL. If no entry is found in the UWL Style Guide, the AP Stylebook should be considered the reference choice. Refer questions to UWL University Communications, 785.8572. academic degrees and titles Readers are commonly unfamiliar with academic degrees. Avoid abbreviations and use instead a phrase such as: John Jones, who has a doctorate in psychology; not John Jones, Ph.D.

Write out names of degrees, such as: She holds a master of science degree in teaching; not: She holds an MST. Use an apostrophe in bachelor’s degree, master’s degree, etc.

Use B.A., B.S., M.A., M.S. and Ph.D. only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome. Spell out all others. Use these only after a full name, never just a last name, and set the abbreviation off by commas. Avoid referring to someone who holds a doctoral degree as Dr. The public associates the title Dr. with a physician.

On second reference, use the last name only.

abbreviations, acronyms In general, avoid alphabet soup. In the first reference, spell it out. It’s OK to include the abbreviation or acronym in parentheses following the spelled-out form. Do not use abbreviations or acronyms that readers would not quickly recognize. Never abbreviate the words: university, department or association.

adviser, advisor Both are acceptable.

academic departments Use upper case: the Department of Chemistry, the Chemistry Department, the Department of English, the English Department.

alumnus, alumni, alumna, alumnae Use alumnus (alumni in the plural) when referring to a man who has attended a school. Use alumna (alumnae in the plural) for similar references to a woman. Use alumni when referring to a group of men and women.

Examples: Wisconsin Intercollegiate Athletic Conference (WIAC); Exercise and Sport Science (ESS) Department.

An abbreviation is acceptable for a department on second reference only: ESS for the Department of Exercise and Sport Science.

academic staff

academic titles Lowercase and spell out titles when not used with an individual’s name: The dean provided a list of students. The professor taught a class. The chancellor will speak today at noon.

Capitalize and spell out when they precede a name: Chancellor Joe Gow, Dean John Doe, History Chair Jane Doe.

addresses Use the abbreviations Ave., Blvd. and St. only with a numbered address: 1725 State St., 105 West Ave. Spell out and capitalize when part of a formal street name without a number: State Street, La Crosse Street. Lowercase and spell out when used alone or with more than one street name: Vine and 16th streets.

Format for punctuation: Office of the Chancellor, UW-La Crosse, 1725 State St., La Crosse, WI 54601 USA.

ages Always use figures: a 20-year-old student, but the student is 20 years old. The student, 19, has a brother. The student is in his 20s (no apostrophe). All-America, All-American Use All-America when referring to a team, All-American when referring to a player or individual.

When referring to UW-La Crosse alumni, on first or second reference, follow the person’s name with year graduated: John Doe, ’85.

ampersand (&) Spell out the word “and” unless the ampersand is part of a proper name: Cleary Alumni & Friends Center, Barnes & Noble, etc.

annual An event cannot be described as annual until it has been held in at least two successive years. Do not use the term first annual. Instead, note that sponsors plan to hold an event annually. boldface type Printed: do use boldface type; Web: Use boldface type to create emphasis or highlight key ideas.

Bookstore The complete and correct name is University Bookstore.

Postal state abbreviations: (Use only with addresses) — AL, AK, AZ, AR, CA, CO, CT, DE, FL, GA, HI, ID, IL, IN, IA, KS, KY, LA, ME, MD, MA, MI, MN, MS, MO, MT, NE, NV, NH, NJ, NM, NY, NC, ND, OH, OK, OR, PA, RI, SC, SD, TN, TX, UT, VT, VA, WA, WV, WI, WY.


Appendix I: Style Guide building names Use the following names when referring to buildings on campus:

Academic and administrative buildings: Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition

Student Union or The U Whitney Center Wimberly Hall Wing Technology Center Wittich Hall

second reference, but never REC Center, which would be redundant.)

Residence halls: Angell Hall Coate Hall Drake Hall Eagle Hall Hutchison Hall

Laux Hall Reuter Hall Sanford Hall Wentz Hall White Hall

Other: Annett Recital Hall Centennial Hall - Affeldt Auditorium (Room 1309) Centennial Hall - Cameron Hall of Nations Centennial Hall - Skogen Auditorium (Room 1400) Centennial Hall - Sutherland Memorial Courtyard Cleary Alumni & Friends Center Allen Conference Room Cleary Alumni & Friends Center Ginn Gallery 48

Cleary Alumni & Friends Center Stzrelczyk Great Hall Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium — 260 Graff Main Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball, volleyball,

(when referring to Port O’ Call and Valhalla)

Centennial Hall Center for the Arts Cleary Alumni & Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment Building Police Services Prairie Springs Science Center Recreational Eagle Center (REC ok on

gymnastics, wrestling)

Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming,

North Campus Field (softball) Roger Harring Stadium at Veterans Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans Memorial Field Sports Complex (track &



Soccer Field at Veterans Memorial Field Sports Complex (soccer) Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor­

bylaw, bylaws

Campus Master Plan The University of Wisconsin-La Crosse Master Plan is a guide for both shortterm and long-term physical growth and development opportunities within the campus. With a 20-year time horizon, the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System, UWL and the needs of its colleges, departments and the entire student population. campuswide One word

cancel, canceled, canceling, cancellation capitalization Academic writing has a tendency to overcapitalize. Use capitalization sparingly. Check these stylebook entries and others: academic titles, college, university names, committees, majors, organizations. chair Not chairman, chairwoman, chairperson. Capitalize before a name.

class rankings In common text, use: Jane Doe, a freshman from Onalaska. In sports, use: Jane Doe (Fr., La Crescent, Minn.) Other abbreviations for the sports format: So., Jr., Sr. for classes and Ill., Wis., etc., for states — see state names entry. Note: freshman/freshmen is used for males and females.

coach Capitalize only when used before the name: John Doe is the men’s basketball coach; UWL men’s basketball Coach John Doe. collective pronouns The Eagles are a group of players. Use collective pronouns, such as they and their: The Eagles won their fourth consecutive game last night. A team is a singular unit: The team ended its season last night. Also, a class referring to a group of people is singular. Faculty is singular.

college, university names Capitalize colleges and schools within the university: The program is sponsored by the College of Science and Health. The student is in the School of Arts and Communication.

On first reference use: University of Wisconsin-La Crosse, thereafter UW-La Crosse (regionally) or UWL (locally). For other campuses in the UW System use for example, UW-River Falls.

Always lowercase when referring to UW-La Crosse as an entity and generically: The university (meaning UW-La Crosse) has many accredited programs. She has a university education. Lowercase college, school, etc., when not used in the formal context: The college held an information fair to promote its programs.

Other UWs— Do not use University of Wisconsin when referring to UW-Madison. For the University of Wisconsin-Extension use UW-Extension (include the hyphen). University of Wisconsin System, the abbreviated version is UW System. Note there is no hyphen before “System.”

For colleges and universities outside the UW System, spell out complete name of college and follow with state if not Wisconsin: Wartburg College, Iowa; Gustavus Adolphus College, Minn. Second references: Wartburg,

Appendix I: Style Guide Gustavus Adolphus. References for spellings are in the back of the recommended Webster’s New World Dictionary, Fouth College Edition.

colon, semicolon Use the AP Stylebook punctuation chapter. Use a colon at the end of a sentence to introduce lists. Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence.

Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material. A semicolon is used to indicate a greater separation of thought and information than a comma can convey, but less than the separation that a period implies.

Use a semicolon to separate lists: The following students were in the play: John Doe, Mondovi, Wis.; Jane Doe, Winona, Minn.; and Mary Smith, Waverly, Iowa.

comma usage Do not set off Jr., Sr., Inc. and Ltd. with commas: Sammy Davis Jr. will perform. The UW-La Crosse Foundation Inc. will award the scholarship.

Place inside quotation marks at all times: “UW-La Crosse is highly ranked in USNews,” said Chancellor Gow.

Do not use a comma after a question mark or exclamation point as in the following example: “How many national championships does UWL hold?” asked the reporter.

Do not put the comma before the conjunction in a simple series: The flag is red, white and blue. But, use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction: Breakfast will include cereal; ham and eggs; and toast.

committees Capitalize full name of committee: Budget Committee, University Services Committee, but lowercase second references: The committee met yesterday. Also: Faculty Senate, Academic Staff Council, Student Association. compact disc Use CD.

company, companies Use Co. or Cos. when a business uses either word at the end of its proper name: Trane Co., American Broadcasting Cos. But: Aluminum Company of America. If company or companies appears alone in second reference, spell the word out in lowercase.

Theatrical: Spell out company in the name of theatrical organizations: The La Crosse Dance Company.

course titles Lowercase all course titles that do not include proper nouns: She took a course in history; freshman English is required. Capitalize when the course title is used with a numeral: History 101 begins at 7:45 a.m. courtesy titles Do not use Mr., Mrs., Miss, Ms. except to avoid confusion, such as when both a husband and wife are quoted in a story. Often it is better to repeat first and last names when quoting people with the same last name whether male or female.

dash Use a dash to show an abrupt change, a series within a series, attribution before an author’s name at the end of the quotation, in datelines, and to introduce sections of lists. Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries. I will fly home for the holidays — if I get a raise.

Em Dash (—): Denotes a pause in thought, a parenthetical statement, or — more casually — an afterthought.

En Dash (–): Denotes a range, especially of numbers, such as $100–150.

dates Always use Arabic figures, without st, nd, rd or th. See months for examples.

daylight-saving time Not savings. Note the hyphen. Lowercase in all uses.

days of the week Capitalize them; do not abbreviate, except when needed in a tabular format: Sun, Mon, Tue, Wed, Thu, Fri, Sat; or (Web) Su, M, Tu, W, Th, F, Sa.

department names Capitalize department names: Communication Studies Department, Biology Department, etc.

disabled, handicapped, impaired In general, do not describe an individual with a disability or handicapped unless it is clearly pertinent to a story. See the AP Stylebook disabled, handicapped, impaired entry. division Abbreviate in NCAA Div. III and similar uses.

dorm Always use residence hall rather than “dorm” or “dormitory.”

Eagles The nickname for UW-La Crosse men’s and women’s athletic teams. Do not refer to the team without attaching an “s” to the word. Eagle (no “s”) may be used to refer to an individual. Be careful in use of possessives and plurals. Examples: The Eagles’ home field. Eagles Coach Barb Gibson. Eagles defense.

Do not use the term “lady Eagles.” They are the women’s team, the women, or better yet, the Eagles.

ellipsis ( ... ) Use the ellipsis to show missing words. In general, treat the ellipsis like a threeletter word with a space on both sides. For more details, see the AP Stylebook. email Not Email, E-mail or e-mail.

emeritus, emeriti The word emeritus is added to formal titles to denote individuals who have retired and retain their rank or title. When used, place the word emeritus after the formal title: Vice Chancellor Emeritus W. Carl Wimberly, Professor Emeritus John Cleveland. Emeriti is the plural. For female, emerita. employee Not employe.


Appendix I: Style Guide entitled You are entitled to title your book or paper, but you aren’t entitled to entitle it. Use entitle to mean a right to do or have something. Do not use it to mean titled. He was entitled to a promotion. Her book was titled “The History of La Crosse.” essential and non-essential clauses An essential clause cannot be eliminated without changing the meaning of a sentence. It must not be set off from the rest of the sentence by commas.

A non-essential clause can be eliminated without altering the basic meaning of the sentence. It must be set off by commas. When an essential or non-essential clause refers to a human being or animal with a name, it should be introduced by the words “who” or “whom.” “That” is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name. “Which” is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name.

event happenings State in order of time, day, date: The group will meet at 5 p.m. Wednesday, Nov. 6, in the Ward Room, Cartwright Center. Remember, “Nov. 6” is another way of saying “Wednesday” and should be set off by commas. Do not include the word “on” before the day. faculty

festivals Capitalize Homecoming, Family & Friends Weekend, Oktoberfest, Riverfest.

Foundation The University of Wisconsin-La Crosse Foundation Inc. grants scholarship aid to students, awards grants to faculty and provides monetary awards to staff and projects. It raises money through gifts, which may be referred to as donations. ­ game time Always two words.


gender preferred pronouns UWL does not has specific guidelines for reporting LGBT issues. Instead, it uses GLAAD’s Media Reference Guide: www. pdf?id=99. See Appendix V. grade-point average Note hyphen and no capital letters. Use GPA on second reference.

Grandad Bluff Not Granddad Bluff or Grandad’s Bluff

gray Not grey; but, greyhound. Gray is one of UWL’s school colors. Maroon is the other. But, usually phrased “maroon and gray.” handicapped See disabled entry.

headlines, headers and labels Use sentence case (meaning the use of capitalization on only the first word and proper nouns). Keep to 65 characters when possible.

Examples of headlines: Activate your account About the library Academic resources Welcome to the college Murphy Library Tony Award winner takes Emmy

his, her Do not presume maleness in constructing a sentence, but use the pronoun his when an indefinite antecedent may be male or female: A reporter attempts to protect his sources. (Not his or her sources, but note the use of the word reporter rather than newsman.) Frequently, however, the best choice is a slight revision: Reporters attempt to protect their sources. Hoeschler Tower Not Hoeschler Clock Tower. homepage One word.

hometown In general news releases note hometown as part of the sentence: Jane Doe of Onalaska was awarded a $1,000 scholarship. Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa: Osseo, Wis.; Osseo, Minn.; Altoona, Wis.; Altoona, Iowa. Exception: Madison; Madison, Minn. Do not use Minnesota following Minneapolis.

In sports: Use state abbreviation after each city, including La Crosse, Wis.

hyphens Use a hyphen whenever ambiguity would result if it were omitted. When a compound modifier — two or more words that express a single concept — proceeds a noun, use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly. Examples: A fulltime job; a well-known professor; a very good game; an easily remembered rule. See the AP Stylebook hyphen entry. incorporated Abbreviate and capitalize as Inc. when used as part of a corporate name. It usually is not needed, but when it is used, do not set off with commas: UWL Foundation Inc., J.C. Penny Co. Inc. announced ... instructional academic staff Internet Note the capitalization.

La Crosse Note the space between La and Crosse and keep on one typed line. When referring to the sport, however, lacrosse.

letterwinner, letterwinners Not letterman or letterwoman/lettermen or letterwomen. LGBT gender preferred pronouns UWL does not has specific guidelines for reporting LGBT issues. Instead, it uses GLAAD’s Media Reference Guide: www. pdf?id=99. See Appendix V.

Appendix I: Style Guide lists Use bulleted or numbered lists. If one or more elements are a complete sentence, capitalize the first word of every listed element and use ending punctuation after each element. Do not use ending punctuation after sentence fragments.

majors A student can major in a program; or, he/she can, for example, be an English major. Do not capitalize the title of a program unless it is a proper noun. maroon One of UWL’s school colors. Gray is the other, usually phrased “maroon and gray.” See gray entry. minorities See nationalities and races entry.

months Capitalize the names of months in all uses. When a month is used with a specific date, abbreviate only Jan., Feb., Aug., Sept., Oct., Nov. and Dec. Spell out when using alone or with a year alone.

When a phrase lists only a month and a year, do not separate the year with commas. When a phrase refers to a month, day and year, set off the year with commas.

Examples: January 2008 was a cold month. Jan. 21 was the coldest day of the year. His birthday is May 6. Feb. 14, 2000, was the target date.

names There is no excuse for misspelling a name. A complete interview includes asking those interviewed how to spell their names. Ask if they have a preference for a shortened or full-length reference to their names. For instance, don’t assume a woman named Deborah is a Debra, Debbie, Debby or Deb; or a Stephen is Steven or Steve. Verify spellings of last names; for instance, is it Gundersen or Gunderson? In general, ask people to spell their names even if they appear to be common spellings.

nationalities and races Capitalize Asian, Native American, Hispanic, Pacific Islander, Alaskan Native, Eskimo or Intuit. Lower case black and white. American Indian is the AP preferred term for Native American. Use person’s preference, especially if you plan to use the term African-American. See the AP Stylebook nationalities and races entry. No. Use as the abbreviation for number in conjunction with a figure to indicate position or rank: No. 1 choice, UWL is ranked No. 2 in the Midwest by USNews & World Report.

Numerals See AP Stylebook entry. Briefly, follow these examples: No. 1 team; 20th century; 1st Ward; first in line; first base; 5-year-old boy; the 1990s; 12 credits; eight credits. Spell out numbers one through nine; use numerals beginning with 10. obscenities The use of profane language in print should be avoided, but sometimes an offensive word is part of an important quote. You may use “damn” or “god” if it adds significantly to the story. Do not use racial or ethnic slurs. Avoid offensive words rather than replace letters of offensive works with hyphens. See AP Stylebook obscenities entry. one space versus two spaces after punctuation With today’s typesetting capabilities, one space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer. All copy submitted to the University Communications Office should have one space only after all punctuation (after periods, semi-colons, colons, etc.).

office Capitalize office when it is used as part of a formal title: University Communications Office, Chancellor’s Office.

Note: All campus offices should be referred to by their specific area followed by the word office. For example, not, the Office of University Communications; rather University Communications Office. Lowercase all other uses, including phrases such as: the office which promotes the university.

OK OK’d, OK’ing OKs Do not use okay.

online One word; no capitalization.

organizations Use complete title of an organization according to the list published by Student Activities and Centers. Second references may be made to “the organization,” “the club,” “the council,” “the board,” etc. percent One word. Spell out in all instances, except tabular form when % is appropriate.

phone numbers Here is the format for an on-campus extension: 8888 (for 785.8888). Here is the format for off-campus numbers: 608.555.5555. Always use the area code. Use periods not dashes.

plays Put quotes around the title. Use “theater,” not “theatre,” except in proper names that use that spelling: She will be in the theater production. The play is in Toland Theatre. The musical is performed by University Theatre.


Appendix I: Style Guide political parties, office holders Capitalize Democrat and Republican. If an elected official holds national office, note state: Rep. Ron Kind, D-Wis. If the person holds state office, list city of resident, ie., Sen. Jennifer ShillingLa Crosse.

Port O’ Call Not Port O’ Call Lounge when referring to room in Port O’Call, Cartwright Center-Gunning Addition. possessives See AP Stylebook entry.

pounds Spell out, do not abbreviate with lbs. except in tabular form. powwow One word. quicklink One word.

quotes Quotes should be used to convey unique information; do not overuse quotes. Take every opportunity to reduce ordinary quotes to para-phrases. “Said”or “says” are perfectly fine attributive verbs.

When using quote marks, use straight quotes only to convey measurements as in inches or feet. Use curly quotes for attribution. For example: The 5’ 4” brunette said, “That’s a fantastic idea.”

state names Spell out the names of the 50 U.S. states when used in the body of a story. Exceptions: Do not include state with domestic cities that stand alone in datelines, per the Associated Press Stylebook. Also, use the postal code abbreviation when using the state name in an address. See address entry. tenure-track

that, which, who, whom Use who and whom in referring to people and to animals with a name: John Doe is the man who helped. Use that and which in referring to inanimate objects and to animals without a name. See essential, non-essential clauses entry in AP Stylebook. times Use figures except for noon and midnight. Use a colon to separate hours from minutes: 11 a.m., 1 p.m., 3:30 p.m.

Timetable The official name of the class schedule produced by the Records and Registration Office each semester, published online. toward Not towards.

travel, traveled, traveling, traveler university name

Roger Harring Stadium The formal name of the stadium located at Veterans Memorial Field Sports Complex.

rooms Generally, do not use the term when referring to a room number in a building. Instead use: The meeting is in 222 Cartwright Center. However, use the term and capitalize it when used with a name: Ward Room.


Avoid such redundancies as: 10 a.m. tomorrow morning, 10 p.m. Monday night, 12 noon Wednesday.

Our institution’s name is University of Wisconsin-La Crosse. In most cases, the full name should be used in the first reference to the university. The word “the” may precede the full name to avoid awkward sentence structure. In subsequent written references it is permissible to use UW-La Crosse or UWL.

The university’s name must be written correctly whenever it appears. The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or

following it) between the words Wisconsin and La Crosse. There should be one space between La and Crosse in the city name. The “C” in Crosse is always capitalized. La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next).

Examples of correct usage of the university name: University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and Web addresses) University Police Not protective services

Valhalla Not Valhalla Hall when referring to the room in Valhalla, Cartwright CenterGunning Addition.

Vanguards The name of the student volunteer organization that gives campus tours to prospective students. The group is based in the Admissions Office.

Veterans Memorial Field Sports Complex The formal name of the new athletic multiplex that includes the concourse and grandstand, running track, football and intramural fields, lighting and Veterans Hall of Honor. Web ­ Short form of World Wide Web. website

Appendix II

Download form at

Photo and Video/Testimonial Release F­ orm

Copy and reuse form as needed

I/We hereby confer upon the University of Wisconsin-La Crosse, the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs and/or video taken of me or my children or in which we may be included with others: a) To use, reuse, publish and republish the same intact or in part, separately or in conjunction with other photography, in any medium now and hereafter known, and for any purpose whatsoever (including illustration, promotions, advertising and trade) and; b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides. I/We hereby release and discharge the photographer and/or videographer and the University of Wisconsin-La Crosse, the University of WisconsinLa Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation, from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy. I/We have read the foregoing and fully understand the contents hereof.

_________________________________________________________________ _____________________ (Subject’s name and signature)

Phone Number


When securing releases from multiple subjects it is acceptable to use one release form signed by all relevant persons. You may use the back of this form for additional signatures. _________________________________________________________________ _____________________ (Subject’s name and signature)

Phone Number


_________________________________________________________________ _____________________ (Subject’s name and signature)

Phone Number


_________________________________________________________________ _____________________ (Subject’s name and signature)

Phone Number


_________________________________________________________________ _____________________ (Subject’s name and signature)

Phone Number


_________________________________________________________________ _____________________ (Subject’s name and signature)

Phone Number


PHOTOGRAPHY AND VIDEOGRAPHY RELEASE OF MINOR(S) I have read the foregoing and fully understand the contents hereof. I represent that I am the (parent/guardian) of the below named subjects. I hereby consent to the foregoing on his/her behalf. Name of Parent or Guardian__________________________________ _________________________________________________________ (Parent or Guardian Signature)

Minor’s Name(s) ________________________________ ______________________________________________ ______________________________________________

Address__________________________________________________________________________________________ City __________________________________________________ State___________Zip________________________ Phone ______________________________ Email ______________________________________________________ ___________________________________________________________ ______________________ (Witness Name and Signature) (Date)

For office use: Photo and Video/Testimonial used for _________________________________________________________________________________ Photographer/Videographer

______________ 53

Appendix III: Frequently Asked Questions Why is it important to follow the UWL brand standards?

Can our department have its own logo? How do I request a logo?

How do I personalize the e-letterhead?

The brand identity provides a

The logo for approved centers within

On the View menu, click Footer to open

simplified and consistent external

the university will be used when the

the footer area on a page to replace

public image to students, faculty,

intended audience is specific to that

text with your department information.

staff, alumni, donors and the

one center; otherwise the University of

DO NOT resize, delete or move the

community that is easy to recognize

Wisconsin-La Crosse’s logo will be used.

placement of the logo or the footer.

and is visually unifying.

Where can I download the logo?

For a list of approved centers, please visit

Download the electronic letterhead file.

DO NOT change the font or type size of the text.


May I revise the letterhead design?

La Crosse logos are available for

If you believe your department or

Do NOT resize, delete or move the

download at

program needs a dedicated logo,

placement of the logo or the footer. In


contact Creative Services. Do NOT

the electronic letterhead, you may insert

create a logo on your own. Creative

your personal information on the right

Services will ensure your logo remains

instead of the template lines, but do

consistent with university branding.

NOT change the font or type size of the

All current University of Wisconsin-

I’m having trouble downloading the logo. Why won’t it download?


Depending on your computer settings, the logo may open in a new

How do I order new business cards?

browser window. If this happens,

Business cards are ordered online at

right click on the logo and choose

“save as” to download it to your


computer. If you continue to

Can I change the margins on the electronic letterhead? Can my personal information be listed on fewer lines? I’m trying to keep my letter to a single page.

experience difficulty, please contact

Are there any Word templates?

The electronic letterhead was designed

your department’s IT support team.

Word templates are available for

to reflect the printed letterhead as

download at

accurately as possible. Therefore, it is

ucomm/downloads. This site also offers

recommended that you do not change

downloads for Power Point templates

the layout other than adding your

and electronic letterhead.

departmental information.

Remember, it is important that all documents produced project the university’s image with quality.


Appendix III: Frequently Asked Questions I belong to a campus organization and we would like to use the logo on a poster advertising an event. Can we do this?

How do I know where to put the logo in print or on my website? The Toolkit (PDF) located on the

I’m in a hurry. Why can’t I just re-create the logo? Why do I have to get the proper file from the official website?

The University Communications Office

branding website

Re-creating the logo will not

must approve all university uses of logos


reproduce the logo accurately. The

before a piece is printed or published.

art includes samples of how to use the

characters have specific spatial

Send PDF proofs to advance@uwlax.

logo. You can also contact the University

relationships and alignment. Simply


Communications Office for advice and

selecting a similar font, eyeballing

consultation about using the logo.

it, and then reproducing it will

I am working with an outside vendor. The vendor asked for an electronic version of the logo. What should I give them?

How do I know which logo to use?

that may be minor, but will detract

When deciding which logo is best

from the design and its branding

We have both jpg and eps files available

suited for a particular communication,

capability. Re-creating the logo also

for download at:

the guiding principle should be to

takes time that might be used more

identify the primary audience for the


invariably produce differences


May businesses and individuals outside of the university use the logos and marks of the university? Not without authorization from the University Communications Office.

I have a special project that does not seem to be addressed in the guidelines. Can I make exceptions? Please contact the University Communications Office to discuss your project and obtain prior approval.

If you have questions or concerns about which logo should be used in a particular instance, contact the University Communications Office for clarification.

What if multiple entities are involved in a particular project? Which logo should be used? The broadest and most inclusive logo/ wording combination will be used. Please refer to page 9.

If I have questions or need approval, whom should I contact? The University Communications Office must approve all university uses of logos and templates before a piece is printed or published. Send PDF proofs to

What are the approved fonts? There are two fonts used to create the UWL logo: Adobe Caslon Regular and Semibold. Approved secondary fonts can be found in page 17. DO NOT modify the type font.


Appendix III: Frequently Asked Questions What colors are used? There are three primary colors that

Can I rearrange the placement of the logo on my documents?

make up the logo. When printing in

You may not rearrange the placement

If all publications need to go through the University Communications Office for approval first, how long will that approval process take?

full color, please use the color breaks

of the logo on letterhead or business

The University Communications Office is

listed on page 16. Please refer to this

cards. If you must rearrange the

replying in as timely a fashion as staffing

guide for more information on color

placement of the logo in the posters

allows. A reply within 72 hours (three

use, as well as specific PMS, CMYK,

or flier templates, you must obtain

working days) is the goal and many

RGB, and hex code values.

prior approval from the University

clients receive a swifter response.

Communications Office.

Can I change the color of the logo to match my document? DO NOT introduce color change.

Can I change the size of the logo to fit my document?

DO NOT “screen” the logo or make

DO NOT distort or stretch the logo or

it lighter. Maintain clear contrast

change its shape. When resizing the

between the logo and the field on

logo in your document, you MUST ensure

which it appears.

that it is resized proportionately.

As a general rule of thumb: White background – use the full color logo or black Black background – use white logo Maroon background – use white logo

Can I print the logo in black only?

May I add text to a logo? No. You may add text near a logo, but it must be a minimum distance away from the logo so that it does seem to be a part of the logo. The minimum distance is double the height of the “U” in university.

In addition to the logo being

If you need specific art for printing,

printed in full color, the logo may

contact the University Communications

also appear in 100 percent black

Office for guidance, and/or vector art to

or white (reversed). It is always

fit your needs. Remember, the University

recommended to use the full color

Communications Office must approve

logo when possible.

all pieces before they are printed or published.


Appendix IV: Gender Preferred Pronouns UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication (approved by Campus Climate Council, 2006)

We value our commitment to high quality academic

In keeping with our commitment to diversity among our faculty, staff, and students, we offer these guidelines for public communication:

experiences for all students and we value a strong

1. Use inclusive language in which the diverse experiences

What do we value? liberal arts education. We value one another and the

of students, faculty, and staff are represented and valued

contributions each of us makes to our university, our

with equal respect in relation to socioeconomic status,

community and our state. We value diversity in ourselves

gender, racial background, sexual orientation, and ethnic

and in our academic programs. We value our students


and we support them both in and out of the classroom. We

2. Use inclusive language to support, foster, and enhance the

value recommitment to the spirit of the “Wisconsin Idea.”

achievements, collaboration, satisfaction, and well-being of

We value being an academic community of learning and

students, staff, and faculty.

inquiry both locally and globally.

3. Be careful not to ask an individual to speak as a representative for an entire group.

We acknowledge the following in relation to the use of language in verbal and written communication, and in visual representation: o Language is not neutral — community values are reflected in language use. o Exclusions in language and images may result in

4. Recognize/understand that discriminatory language marginalizes, excludes, and devalues the different experiences, cultures, values, beliefs, and lifestyles of students, staff, and faculty.

Guidelines for LGBT media references:

individuals feeling that they are not valued as active

Fare, accurate and inclusive news media coverage plays

and productive members of the University community.

an important role in expanding public awareness and

o Non-verbal communication, including body language and tone of voice also sends inclusive or exclusive messages to groups and individuals. o Exclusions may hamper the satisfaction of faculty, staff and students at the University o Silences as well as discriminatory language at the University may contribute to feelings of discomfort and a lack of safety.

understanding of lesbian, gay, bisexual and transgender lives. The Associated Press Stylebook provides guidelines for journalists reporting on transgender people and issues. According to the AP Stylebook, reporters should “use the pronoun preferred by the individuals who have acquired the physical characteristics of the opposite sex or present themselves in a way that does not correspond with their sex at birth. If that preference is not expressed, use the pronoun consistent with the way the individuals live publicly.” (See AP, New York Times & Washington Post Style.) UWL does not has specific guidelines for reporting LGBT issues. Instead, it uses GLAAD’s Media Reference Guide: