Integrated Marketing Guide and Brand Toolkit
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 universityâ€™s communications needs, we take great pride in our role as the creative and strategic force behind the visual and perceptual image of UWL.
We canâ€™t achieve this goal alone though. To maximize the effectiveness of our external
Assistant Chancellor for University Advancement 608.785.8672 email@example.com
and beyond. To assist us in the process, we have just completed a branding initiative
communications, we need the attention and support of the entire campus community that will shape 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. The committee charged with this important process spent 18 months working on this project to develop a full platform to 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 â€” 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 UW-L,
Greg Reichert Assistant Chancellor for University Advancement
University Communications Staff
115 Graff Main Hall | Fax: 608.785.8492
News & Marketing
Web & Interactive Communications
Director of Creative Services 608.785.8575 firstname.lastname@example.org
Director of News & Marketing 608.785.8572 email@example.com
Assistant Director of Creative Services 608.785.8499 firstname.lastname@example.org
Comm & Social Media Specialist 608.785.8487 email@example.com
Web Developer/ Site Admin 608.785.8650 firstname.lastname@example.org
Office Operations Associate 608.785.8487 email@example.com
University Relations Specialist 608.785.8651 firstname.lastname@example.org
Web Content Manager/Designer 608.785.8299 email@example.com
University Photographer & Internal Communication Specialist 608.785.8497 firstname.lastname@example.org
Web Coordinator 608.785.8574 email@example.com
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. 3
Contents The Integrated Marketing Guide
University Communications staff..............4
Communication Tools from:
and Brand Toolkit for UW-La Crosse
University Communications services........5
is a tool to help you produce
UWL identity standards and branding.....6
• Publication samples.....................24
• Planning a publication................25
• Designing your own project........27
and policies used by the University
Communications Office, including
its role and services provided to
• What’s newsworthy?...................31
• 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
university logo, wordmark and other
official emblems. The standards were created for a simple reason — to provide clear, consistent graphic
and editorial representation of UWL.
Consistency enhances our message
and helps us tell the UWL story. Be
sure to adhere to these standards.
Policy statements & regulations.......23
News & Marketing • Media relations for the
• What to do when a
• Prepare for the interview............33
• Photography services.................34
Web & Interactive Communications • Overall website design and
• Content management
Remember, if you are working with
outside vendors, be sure they are
• Best practices...............................37
• email guide..................................41
• creating email signature............42
familiar with UWL’s policies, guidelines and editorial and visual styles.
I. Style Guide...................................43
II. Photo/Testimonial Release Form...............................49
III. Frequently asked questions......50
IV. Digital Signage info...................53
V.Gender Preferred Pronouns.......54
University Communications Services Innovation
News & Marketing
Web & Interactive Communications
Creative Services provides graphic
UWLâ€™s News & Marketing unit leads
Web & Interactive Communications
design for all UW-La Crosse
the campus in media relations.
(iComm) is responsible for the
departments as well as the UWL
News & Marketing prepares and
development and implementation of
Alumni Association and UWL
disseminates news and photographs
a coherent, inclusive, campus-wide
about the institution, its people and
strategy for website: management,
its programs to newspaper, radio, TV,
content, communications and
Creative Services coordinates design
online audiences and via university
publications. iComm coordinates:
o overall visual and graphic identity of UWL
It also advises faculty, staff and
o overall website design and
o all recruitment materials
students on media issues and acts as
o various electronic and printed
a clearinghouse for all news releases
o web content standards
and social media statements.
- writing for web
- images for web
- brochures - posters
UWLâ€™s News & Marketing is
o website user administration
- digital signage
also involved in the ongoing
o content management system
development of university media
- postcards and invitations
and communications objectives and
o technical support and troubleshooting o social media policies and
- programs - newsletters
Contact the director of News &
Marketing at 608.785.8572 or email
(interactive PDFs and printed)
- Web graphics
at firstname.lastname@example.org. The News
iComm works with content
o the Lantern magazine (alumni
& Marketing staff is always looking
contributors from across campus
for story ideas, particularly those that
to create a user-friendly, attractive
exemplify one or more of the brand
website. The goal of this partnership
components and lend themselves to
is to market the university with a
consistent identity that reflects
magazine) o major components of the universityâ€™s communications effort o icongraphy
the UWL brand and is capable of Creative Services also serves as a
reaching campus strategic goals.
clearinghouse for publications with an off-campus audience, ensuring consistent, quality publications.
UW-La Crosse Branding Process A consistent graphic identity
How did we develop the UWL brand?
To affirm UWL’s position as a world-class
Through a campus committee involving members of shared governance groups
university and raise the relative position
and others. They developed the brand during an 18-month process. With the help
of our institution among our audiences,
of the UWL Marketing Department we surveyed more than 1,500 people to identify
we must focus on the UWL brand.
their perceptions of UWL. Groups included:
What is a brand? Simply stated, it’s the image or
• current students
• faculty and staff
• community members
• prospective students
• local business owners
• high school counselors
• graduate students/continuing
personality we project. Through consistent graphic elements and messages, an effective brand strategy projects the positive attributes of a 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 success depends.
What did we find? All 10 groups shared the same three perspectives about UW-L:
• exceptional quality and value of our academics
• surrounding natural beauty
• hometown feel and sense of community on campus
The committee narrowed a long list of suggested taglines to three and tested them with focus groups using an outside consultant. The final tagline was revised based on feedback from focus groups and shared governance groups.
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 94 undergraduate and 26 graduate programs to more than 10,000 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
Each year we recruit impressive students. In our fall 2015
graduate quicker. In fall 2015, our retention rate was
85 percent. Our six-year graduation rate for students
• average ACT score was 25 (National average: 21.1;
beginning in fall 2009 was 69 percent (nationally, the six-
Wisconsin average: 22.1)
year graduation rate from four-year institutions is about
• 24 percent graduated in the top 10 percent of their high
58 percent.) Both statistics put UWL at the top for UW
• median class rank was in the 79th percentile • 9 percent were U.S. students of color
How are we doing it?*
We attract high-ability, goal-oriented students eager to
Surround yourself with distinction. Surround yourself with UW-La Crosse.
learn from caring faculty and staff in a caring community. Students learn directly from professors, not assistants. They
Substitute the word “distinction” to promote individual departments/programs
benefit from small classes (a 18:1 student-faculty ratio) and conduct hands-on undergraduate research.
URSELF WITH D YO IST I
ITH G theatre. SELF Wgreat Surround yourselfURwith RE YO D Surround yourself with UW-LaACrosse.
As a stand alone statement: (use Caslon Italic for the typeface.)
E LF W IT H U
Creative Services for a
URSELF WITH D YO IST I
tagline with the echo
N TIO NC
URSELF WITH D YO IST Graphically-designed D I N
SUR RO U
R S E LF W IT H U
N TIO NC
SUR RO U
Surround Dyourself with LA UW-La Crosse. YO WU
D for appreciation LA YO WURS HU E T I L F W to make them great,
well-rounded global citizens.
*Data as of 3/2016
education of our students, giving them an outstanding
Our faculty and staff are dedicated to the whole
physical and recreational well-being
E ATR HE TT
Surround yourself with friends. Surround yourself with UW-La Crosse.
Our motto: Mens Corpusque, Latin for “mind and body.”
academic education, along with an
SURR OU N
N TIO NC
SUR RO U
What drives us?
Surround yourself with great science. Surround yourself with UW-La Crosse.
W E LF W IT H U
UW-La Crosse Brand Architecture The Brand Architecture is the basis
There are four categories. Each provide
The architecture was developed by the
for determining how communication
an incrementally derivative association
Office of 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
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.
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Contact Creative Services for a customized logo.
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UW-La Crosse Brand Architecture
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Consistent Messaging | University Name University Name Our institution’s name is University of Wisconsin-La Crosse. In most cases, the
Examples of correct and incorrect usage of the university name.
full name should be used in the first
reference to the university. The word
University of Wisconsin-La Crosse
“the” may precede the full name to
avoid awkward sentence structure.
(the above forms do not apply to email and Web addresses)
In subsequent written references it is permissible to use UW-La Crosse or UWL. The university’s name must be written
University of Wisconsin - La Crosse
University of Wisconsin—La Crosse
University of Wisconsin La Crosse
Univ. of Wisc.-La Crosse
words Wisconsin and La Crosse. There
UW - La Crosse
should be one space between La and
Crosse in the city name. The “C” in
Crosse is always capitalized.
U. of W.-La Crosse
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next).
correctly whenever it appears. The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the
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
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 91
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-six graduate programs are
available. More than 10,000 students
“The University of Wisconsin-La Crosse is an affirmative
attend classes on the compact, 128-acre
action/equal opportunity employer and is in compliance
campus. UWL boasts a student to faculty
with Title IX and Section 504.” Or, when space is at a
ratio of 19:1 and an average class size of
28 students. Located on the banks of the scenic Mississippi River in western Wisconsin,
3. Disability statement: If the publication requests that an off-
the La Crosse metropolitan area with its
campus audience come to campus to attend an event,
110,000 residents serves as a regional center
the publication must contain the statement:
for shopping, business and industry.”
“To request disability accommodations, please contact (name, department, address, email and phone number of event coordinator).”
Consistent Messaging | Logos
Download logos at: www.uwlax.edu/UComm/Design/Downloads/
UW-La Crosse wordmark
UW-La Crosse round logo with border
UW-La Crosse round logo
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
programs or departments
o Not to be used less than one inch in
Y OF WISC SIT O ER
The university’s name, seal, wordmark and logo are registered marks of the Board
o l o f E d u c a ti
Y OF WISC SIT O ER
O F FI
of Regents of the University of Wisconsin System doing business as the University of CE
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 Sc Sc NonA L Sc P H Y L I BoRnA R Y on ho ho ho i i t t a a o l o f E d u c a ti ol of Ed uc ol of Ed uc of these identifiers without the university’s consent.
o l o f E d u c a ti
Y OF WISC SIT O ER
o l o f E d u c a ti
Protecting Our Identity
Y OF WISC SIT O ER
Y OF WISC SIT O ER
Y OF WISC SIT O ER
™ UN IV
A TIO N A N
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 logo
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 assistant chancellor for University
AIR S C H OLAR
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 S
U D E N T A F F A— is strongly recommended you ask for product samples from the Tvendor I R S preferably
A D M IS SIO N S
with the UWL logo in place — so an informed decision can be made before placing
O S T O FFIC
12 C SS
Consistent Messaging | Logos University Logo and Wordmark Colors
When possible, the logo and wordmark
o To preserve legibility, the logo should appear large enough for all type to be
should appear in two colors. In its reverse application, the logo can appear in black or maroon (PMS 202).
readable. o Designs should allow for a liberal amount of white space around the logo or wordmark.
In two-color use, the wordmark should
o Do not print the UWL logo against a heavily textured or patterned background.
appear with the University of Wisconsin
o Do not reverse the UWL logo out of a complex photograph or background.
affiliation in maroon (PMS 202) and the
o Do not print the UWL logo in dark colors on a dark background.
name La Crosse in black. When the
o Do not print the UWL logo in light colors on a light background.
logo or wordmark cannot be printed in
o Do not use colors other than those specified here to reproduce the logo.
two colors, it should appear in black or in the darkest color available.
The UWL logo must be presented as clearly as possible. Backgrounds must be controlled to assure proper contrast and maximum visibility.
The logo and wordmark may be reversed from a dark background or photograph. All elements should appear in white.
UWL Official Colors The official colors of the UW-La Crosse are maroon (PMS 202) and gray (40% black).
MAROON PMS 202
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
Consistent Messaging | University Seal The seal must be used in its full
Use of University Seal
representation and not altered
in any manner. The seal should
o inaugural materials
appear no less than three-quarters-
o commencement materials
inch in diameter. Scaling must be
o lecterns (especially for official
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image.
o legal documents
Leave sufficient space around the seal
and do not interfere with the integrity of the 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
o official UWL certificates and plaques o official university publications o official university reports (e.g., to regents, to accrediting bodies) o recruitment materials o regent visit materials o university-wide policy statements
pattern, contains a shield showing the rivers and bluffs of the Coulee Region
of Wisconsin, a scroll, and a figure in
o non-official printed material or
motion. The scroll and figure are visual representations of the Latin words “mens”
clothing o specialty advertising items
and “corpusque” found on a banner
(e.g., clothing, glassware,
below the shield. Mens, Latin for mind,
ceramics, notebooks, folders,
and corpusque, Latin for body, express
etc.)romotional or informational
our belief in education for the whole
brochures, fliers, posters, books,
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.
Wisconsin-La Crosse is Eagles. Their official identifier is the “Eagle in the L”
What is licensing?
logo, etc. Campus groups may ask
Licensing is the process of contracting for
to have the license fee waived for a
the rights to use a trademark, copyright,
specific product if the merchandise is
or patent belonging to an institution or
ordered on a university purchase order
business. For the university, it is a way
and/or it is not for resale.
The athletics identifier is a registered mark of the University of Wisconsin System and the University of WisconsinLa Crosse. Use is obtained by permission of the Athletics Department and the
to protect our marks, promote the institution, and generate revenue.
How do you get a fee waived? Requests for waivers for student
licensing group at UWL. Contact Mike
What does this mean for students?
organizations should be made in
Gasper, contract administrator, at
First, licensing is your assurance that
writing to University Centers, 212
products have met standards for high
Cartwright Center. Forms to request a
quality. Product prices will be slightly
waiver are available in that office. All
higher than before, since the licensing
other organizations must request the
fee is passed on to consumers. Third, you
exemptions from the assistant to the
may NOT just go somewhere and have a
Vice Chancellor of Administration and
T-shirt, can cooler or other item made up
Use of Athletic Team Logo Appropriate uses:
using a UW-La Crosse logo.
Why is UWL doing this?
What if a hall, a team or other group
The primary reason is to promote and
wants to get T-shirts made?
protect registered university logos.
Any group that wants items with a UW-
The university also wants to ensure the
La Crosse mark are required to purchase
quality of products with a UWL logo,
o athletics programs and brochures
from a licensed vendor. Vendors are
since people associate the quality
o athletics posters
licensed through the Learfield Licensing
of the product with the quality of the
o other purposes related to the
Partners. A list of licensed vendors for
school. Consistent use of the registered
UW-La Crosse is available at :
logos is also a consideration.
athletics program at UW-La Crosse
http://learfieldlicensing.com/vendor-list/ Inappropriate uses:
Search for “La Crosse” or “Wisconsin-La
o university stationery (except for
Crosse” to access the list. Do not search
stationery used by units within
using “UW-La Crosse”, the report will not
o publications describing specific academic programs o any other pieces with a nonathletic focus
The group will also need permission to use UW-La Crosse or any UW-La Crosse symbol — the eagle L, seal, wordmark
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.
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).
UWL Palette The expanded palette of secondary and highlight colors exists to enliven UWLâ€™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
MAROON PMS 202
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
BLUE GRAY PMS 5493
DARK GRAY PMS 5497
ECRU PMS 4675
GRAY GREEN PMS 442
CMYK C47 M4 Y16 K16
CMYK C38 M9 Y23 K32
CMYK C5 M20 Y28 K6
CMYK C25 M7 Y19 K20
RGB R127 G169 B174
RGB R109 G143 B146
RGB R220 G191 B166
RGB R162 G172 B171
hex code #7FA9AE
hex code #526F6A
hex code #DCBFA6
hex code #A2ACAB
GOLD PMS 723
AQUAMARINE PMS 325
LIGHT GREEN PMS 397
CMYK C32 M64 Y100 K0
CMYK C62 M0 Y26 K0
CMYK C14 M2 Y100 K15
RGB R183 G113 B50
RGB R81 G195 B197
RGB R191 G184 B0
hex code #B76C2E
hex code #3EB3BA
hex code #9CA743
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
to draw focus.
Questions contact Creative Services 115 Graff Main Hall | 785.8575 or 785.8499
Consistent Messaging |Fonts Fonts One of the key factors in any identity is
Century Gothic and Berthold Akzidenz
computer; however, there is
the use of specific typestyles for text or
Grotesk in its various weights can be
no need to use them all in your
running copy. Using a consistent family of
used as the supporting typefaces on all
design. Using only two to three
typefaces visually reinforces the identity
fonts gives variety and emphasis to
your design, and makes it easier on
Futura Condensed Medium, Adobe
Caslon and Helvetica LTD Std in its
Century Gothic abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ
o There are many fonts on your
o SERIF type with the short crossline
various weights are used as the primary
at the end of each main strokes.
typefaces on all printed materials.
Typefaces without serifs are called
Futura Condensed Medium | use for headlines abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ
SANS SERIF fonts. 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. This is where you have to remember your target audience for readability. o Spacing between lines is called LEADING and is measured from baseline to baseline. For most typefaces, recommended leading is two point sizes larger than the font size. (Example: 12 leading for 10-point type.) o Spacing between letters is called KERNING. It is measured in
Adobe Caslon Pro use for headlines or body copy abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Caslon Pro Italic use for emphasis, not for large text blocks abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Caslon Semibold use for headlines abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Caslon Semibold Italic abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica LTD Std use for headlines, subheads and small blocks of copy abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica LTD Std Bold use for headlines, subheads and small blocks of copy abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ
negative or positive units.
Need these fonts? Contact Creative Services | 115 Graff Main Hall | 785.8575 or 785.8499
Century Gothic Italic use for cutlines abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Century Gothic Bold use for headlines abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Century Gothic Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Berthold Akzidenz Grotesk Regular abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Berthold Akzidenz Grotesk Bold abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ Berthold Akzidenz Grotesk Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ
Daniel and Marketing Script can be use for a headline or title; not for large text blocks. Daniel abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUV WXYZ Marketing Script abcdefghijklmnopqrstuvwxyz 1234567890&.,:;’$¢%!?(*) ABCDEFGHIJKLMNOPQRSTUVWXYZ
Consistent Messaging |Stationery Stationery Standards UW-La Crosse stationery includes its letterhead, envelopes, business cards
and note cards.
Month XX, XXXX
Mr. John A. Doe
Letterhead and envelopes may
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 conducted by
115 Graff Main Hall 1725 State St. | La Crosse, WI 54601 USA
persons under contract in officially
phone 608.785.8487 fax 608.785.8492 www.uwlax.edu
Surround yourself with UW-La Crosse.
recognized university units. Letterhead
An affirmative action/equal opportunity employer
and envelopes must never be used for correspondence of a personal nature.
university logo and wordmark as long
The letter should position as shown
Units or programs with contracted
as all the policies and procedures listed
above. It is recommended it be set in
partnerships outside the university may
here are followed.
9 pt. Adobe Caslon Regular with 15 pt. leading.
note this cooperative arrangement on standard university letterhead.
Letterhead The standard letterhead format is the
How to order letterhead
No symbols and logos from these
8-1/2”x11” size. It features the UWL
All requests for letterhead printed
outside organizations will be printed on
wordmark at the top left with the unit,
off campus should be addressed to
letterhead purchased on a university
address, phone and other information
the Purchasing Agent in Budget and
account. But you can incorporate them
aligned at the bottom.
Finance. Contact 785.8503 or
within text of your letter. All letterhead will be printed in PMS 202 Organizations affiliated with UW-L, such
(maroon) on 24 lb. white bond recycled
as the UWL Foundation Inc. and the
UWL Alumni Association, may use the
visit www.uwlax.edu/Purchasing/ Campus-printing-services.
Letterhead template for Microsoft Word can be found at www.uwlax.edu/UComm/Design/ Downloads
Consistent Messaging |Stationery
Surround yourself with UW-La Crosse
1725 State St. | La Crosse, WI 54601 USA www.uwlax.edu
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 www.uwlax.edu/reslife
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 www.uwlax.edu/Purchasing/ Campus-printing-services.
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
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
addressed to the Purchasing Agent in Budget and Finance. Contact 785.8503 or visit www.uwlax.edu/Purchasing/ Campus-printing-services.
Cards are printed two-color on 80# gray or white linen cover. Envelopes are printed in PMS 202 (maroon) on linen paper to match notecard.
1725 STATE STREET LA CROSSE, WI 54601 USA
Surround yourself with distinction. Surround yourself with UW-La Crosse.
Title Department’s Name
email@example.com Room # Building Name 608.785.5555 office 608.785.5555 fax 608.755.5555 mobile www.uwlax.edu
Business Card Orders
Business cards are ordered online at www.uwlax.edu/Purchasing/Business-cards. 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 theyâ€™re 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 UW-La Crosse 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
Consistent Messaging | Images These downloadable images and others are available through this link: https://plus.google.com/photos/+StrykerEagle/albums?banner=pwa
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 46.
Consistent Messaging |Templates
Templates for Power Point presentation
For successful Power Point design never use
Download Power Point templates at www.uwlax.edu/UComm/Design/Downloads
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 22
Consistent Messaging Policy Statements and Regulations Administration of the identity
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
requested changes. The university client
We cannot anticipate all possible uses of the universityâ€™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
will be billed for any additional costs incurred for changes made to printerâ€™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.
Communications Tools from Creative Services Samples 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
- Web graphics o the Lantern magazine (alumni magazine) o major components of the universityâ€™s communications effort o icongraphy Creative Services also serves as a clearinghouse for publications with an off-campus audience, ensuring consistent, quality publications.
Communications Tools from Creative Services Things to consider before you start a project: 1. Schedule a meeting with Creative Services
2. Complete copy
4. Proof final copy
Campus clients should provide copy
Clients are expected to inspect their
115 Graff Main Hall
via email or flashdrive. Copy should be
proof very carefully to ensure that all
785.8575 or 785.8499
saved as Microsoft Word text or as a text
elements are in place and accurate.
file. Submit a hard copy printout of copy
Creative Services will provide up to two
as well. Creative Services follows the
proofs and a final file for each project.
UWL Style Guide (see Appendix I,
Continual changes to artwork are
page 42) and the Associated Press
time consuming and inhibit meeting
Stylebook. The UWL Style Guide contains
style elements specific to the university
It is the responsibility of the client to:
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
and should be 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 â€œlookâ€? of a publication rests with Creative Services to ensure consistency, readability and quality. Client suggestions on design will be taken into consideration. Clients will be given PDF proofs to check.
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
Positioning of photos and artwork will be
proofread against original copy or
shown on all proofs. Creative Services
changes marked on the previous
will provide up to two proofs and a final
file for each project.
o read all articles word for word to ensure continuity o make sure more than one person reviews the final proof
Communications Tools from Creative Services Why go through Budget and Finance for off-campus printing?
Ordering print: Once you have signed off on the proof
It is legally mandated (by Article IV,
for your publication, coordination of
Section 25 of the Wis. Constitution and
off-campus printing will be done by the
Chapter 35.01 of the Wis. Stats.) all
University Print Manager located in the
off-campus printing using state funding
Business Services Office, or directly by the
be placed by UWL’s University Print
client if using Digicopy.
Using Business Services Office
The University Print Manager serves
Ordering print greater than 500 through the
as the liaison between UW-La Crosse
University Print Manager, you will need to:
and the Wisconsin Department of
o fill out the print request form
Administration’s printing section to
monitor compliance with state contracts
PrintOrderForm.pdf?mid=4837 o supply a PDF — as a high resolution PDF — with crop marks — with bleeds — CMYK (cyan | magenta | yellow | black) — embed fonts and images o send via email to University Print 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
*Individual departments may not place an order directly with an off-campus commercial printer other than Digicopy.
are required to proof and sign printer’s proof. Copy or design changes at this stage are expensive and may delay delivery.
It is also prohibited to purchase printing
Contact 785.8503 or visit www.uwlax.edu/
using a procurement card.
Questions contact Creative Services | 115 Graff Main Hall | 785.8575 or 785.8499
Using Digicopy o Jobs previously sent to Document Services o Black and white copies or fewer than 500 color copies o Order through DigiCopy’s online ordering site
For more information: www.uwlax.edu/Purchasing/Campusprinting-services
Communications Tools from Creative Services If you are designing your own project Checklist
Setting up the document
o Every printed piece affiliated with
UW-La Crosse must have visible
grades 6-8 june 23-24
school identification. Refer to
page 10. o Required statements. Refer to pages 11. o Spelling/grammar o Phone number o Website
Science Exploration Camp grades 6-8 june 23-24
grades 4-6 june 19-20
grades 5-9 july 9-13
o Use a program that you can save
the file as a PDF with cropmarks.
Culinary ACADEMY Level I: The Basics grades 6-8 july 16-18
Exp lora tion
Level II: Baking grades 6-9 july 19-20
grades 6-8 august 6-9
examine | explore | experiment | discover | create | learn @ UW-L Early Bird Discount Deadline: Feb. 29, 2012
www.uwlax.edu/conted | 1.866.895.9233 | firstname.lastname@example.org
o DOCUMENT SIZE is the physical size
of the document. o IMAGE SIZE is the area where type
o If an event date, time and
is placed — usually 1/2” in from the
location o Readibility of type
edge of the page. Image size can
o Photo release forms for individuals
not be less 1/4” of the document size.
in printed piece
o BLEED is when an image or element
o Appropriateness of art
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 Creative Services recommends the page numbers be placed at the
When creating a design, do not use sexist
bottom in the center of the page. 1
This is a time-saver.
or discriminatory remarks and images. All
o Set up your document as single
printed materials should demonstrate the
o Pages for books must be in multiples
pages in numerical order. of four; for example, if you have
racial, ethnic and social diversity of UW-La Crosse.
a 20-page book and find out you 3
have information for two more pages, you have to go to 24 pages.
Questions contact Creative Services | 115 Graff Main Hall | 785.8575 or 785.8499
o Design for your audience.
Communications Tools from 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 your monitor is set to RGB (red, green, blue) illuminated color. Printers use CMYK (cyan, magenta, yellow and black) which is reflective color on paper. When it comes to color, what you see is not what you always get. Monitors are not calibrated the same. Please refer to the Pantone® Formula Guide (available at Creative Services) to choose the correct color.
will not be accepted. Prior to placing order consult with Creative Services for file specifications.
o High resolution jpeg 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 off-campus printing at 300 DPI (dots per inch). Also scan art at the size you plan on using it. If you have an 8-1/2” x 11” piece of art and you will use it at 4-1/4” x 5-1/2”, scan it at 50 percent. You want to place scanned art in your document as close to 100 percent as possible — it provides better quality and saves time at the printer.
design, not for print
Communications Tools from Creative Services Types of Folds
Z fold or
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 Creative Services, campus clients and
Spiral Plastic or wire.
Perfect Glued on the inside of the spine like a phone book.
are followed when designing and printing publications. Size of the publication,
with slits for business cards). Die-cutting is an expensive process.
Return address format
Campus Postal Services will work together to ensure that U.S. Postal Service regulations
to cut special shapes (like for folders
Surround yourself with UW-La Crosse
1725 State St. | La Crosse, WI 54601 USA www.uwlax.edu
Non-Profit Org. U.S. Postage PAID La Crosse, Wis. Permit No. 545
paper weight and other variables can affect the ability to 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
Questions contact: Postal Services 785.8060 www.uwlax.edu/postalservices
services and postage is the campus client’s responsibility. 29
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: • Write a story for Campus Connection, the university’s internal newsletter and/or website • Write and distribute a news release • “Pitch” the story to a reporter or producer • Promote the story as part of a trend (something happening in higher education across the state, for example) • 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 • 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 —
published in a journal or presented
would catch a reporter’s eye.
at a conference or government
We can help attract coverage
of such events.
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 staff and students greatly impact the community. Let us know about the unique things you or your students do in the 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 consider the following ways of
team keeps a running list of campus
contacting the media choose the
experts willing to speak to reporters
best media tools for your news:
on various issues. When news breaks,
o News release - Our traditional
we email information about specific
format for releasing news. The news release is usually less than
experts to reporters. o News conference - News
a page in length, preferably no
conferences at UWL usually are
more than three paragraphs
reserved for major announcements,
written as a news story. A release
such as the naming of a new
can include quotes from the
chancellor, a national award or a
source(s), give context to the
ground-breaking for a new building.
news being reported and,
o Tip - We often contact select
preferably, include details about
reporters or TV producers by
interview and visual opportunities
phone or email to tip them off to
a particular story idea or campus
o Media advisory - A one-
expert. A news tip also is used when
page alert that simply tells
reporters must be alerted quickly and
the media the â€œwho, what,
there is no time for other forms of
when and whereâ€? of an event.
Advisories often are used to
o Expert list - The News & Marketing
o News show - Various stations produce
announce news conferences,
local and regional new shows. We
will work with you to place you
campus ceremonies and other
or a news source on these local
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).
o Offer brief background on the subject at hand if the reporter seems to need it.
o Ask what the story will be about and how the interview will be used. o If TV or radio reporter is calling, inquire about the interview format (live, taped, etc.). o If you’re the appropriate expert but aren’t prepared to talk, set a later time, but respect the reporter’s deadline. Even 15 minutes will help you get ready. o If you’re not the best expert, refer the reporter to someone who is,
o Assume everything you say is on the record, from the time you meet or talk with the 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 sound loaded. o If the reporter’s questions veer off track, politely steer the interview back to your message(s). o If you’re not sure the reporter understood your main points, ask them if he or she understood and rephrase your response if necessary. o Broadcast media need prior permission to film inside buildings on campus or to film anyone who would easily be identified on TV. For more information, contact the News & Marketing department. o If the interview is on TV, dress in clothing without small checks or lines.
or contact the News & Marketing 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 SERVICES The photography unit of University Communications documents the UWL
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 a request using the
and faculty portraits during scheduled studio times throughout the year.
story through vibrant, dynamic images
Photography Request Online Form
that reflect the universityâ€™s commitment
found at https://uwlacrosse.qualtrics.
Photography/ for current schedule
to providing an innovative, high-quality,
and contact information and to make
affordable and accessible education. Our
o University Communications reserves
a photo appointment. For quickest
university photographers cover campus,
the right to prioritize projects in
turnaround time, departments should
providing photos and images that tell the
accordance with the above criteria.
schedule photo appointments
UWL story. Priority is given to campus photography required for University Communications, media and public relations, and student recruitment. This includes: o major university events and celebrations o notable guest lecturers o major promotional photos.
o A specific photo date may not be possible due to scheduling conflicts.
together in a block of time within the scheduled studio times. Schedule appointments for portraits on the form during the following schedule: First Wednesdays of the month 11 a.m.-noon 2:30-3:30 p.m. Third Thursdays of the month
Photography services can be provided to
colleges, departments and units, subject to
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.
News & Marketing If departments are taking photos themselves of an individual or group, use these photo tips: 1) Take the photo outside in the shade, if possible 2) Keep background as neutral as possible 3) Have subject(s) stand no closer than three feet from the background 4) Have short people in the front and tall people in the back 5) Arrange group in two or three rows, if possible 6) Make sure everyone can be seen by having everyone stand between
Download official staff and faculty portraits
Request photo services
Official staff and faculty portraits are
o Complete the Itinerary Form found
available upon request. UWL faculty,
staff and students are permitted to
use photos from this collection for
o Photo Release Form. (see the
non-commerical, editorial use. News media are permitted to use photos
apprendix 46) o We also have an online photo gallery
from this collection for editorial use only,
for UWL use at UWL Picasa Web
in association with stories pertaining
online album. To download photos:
to UWL. Where appropriate, photos
1) Click on the image
should be credited to the University of
2) Click “more”
3) Click “download photo”
4) Save to computer
These services are provided on a nonchargeback basis.
two people (open window is what we call it)
To view and download UWL photos, visit: https://plus.google.com/ photos/109328896964480296137/ albums?banner=pwa
7) Make sure everyone looks at the photographer 8) Take at least three or four shots 9) If people want to be silly, tell them that you will have a silly photo after all the serious ones View more tips here: www.youtube. com/watch?v=y16DxkvyrPw
Read more about Photo Services at www.uwlax.edu/UComm/Photography. For more information, contact Sue Lee, University Communications, at email@example.com or 608.785.8497
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 training
Let the style sheet take care of these
o technical support and troubleFont 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
• 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
• Do leave text left-justified by default – page titles may be centered
• Don’t change justification
shooting o social media policies and implementation.
OVERALL WEBSITE DESIGN & MAINTENANCE Effective subsites don’t stand out, they fit in.
of successful web design. A consistent
Current style sheets & templates
website embraces the “don’t make me
Style sheets and templates
use the web. More specifically, web accessibility means
control the look and feel
that people with disabilities can perceive, understand,
(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.
Consistency is a very important part
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 firstname.lastname@example.org.
“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 www.w3.org/WAI/intro/accessibility.php
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
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 that is
contributors on content planning, as well as offering tips and tricks for improving the
internal to the subsite they’re in
which contains the information the link implied. In any case where this assumption is not correct, tell visitors clearly what they can expect when they click. 1) Tell them “you’re going to
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. The 6 C’s
get something other than a webpage” by ending links that open a file with a clear label such as (PDF). 2) 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.
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!
And always, fit the label to the content – or fit the content to the label.
Good content provides concrete and useful information that helps the visitor accomplish a task like facts and instructions.
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 and proofread. 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: www.4syllables.com.au/2012/06/7-cs-web-content/ 37
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 – try using Google calendar
• 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 left nav to house every link • Don’t recreate information, link to it instead, especially if it’s on www.uwlax.edu • 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 FACEBOOK OFFICIAL PAGES An increasing number of UWL academic and
UWL Facebook profile picture example:
administrative departments are establishing public Facebook presences to complement official communication and attempt to foster community among users. UW-La Crosse standard: UWL departments and organizations using Facebook should establish a page, rather than create a group or depict the organization as an individual.
Why go official? (in other words, What’s in it for me?) Benefit: separation of personal from professional One main benefit of a page is the ability to conduct Facebook business as
Benefit: consumer confidence Having an official and UWL branded page is the best way to instill confidence that your page will be trustworthy and professional.
“the organization” rather than under a
Benefit: iComm’s support
By having iComm as an administrator on
the page, your organization can have assistance in planning, monitoring and maintaining your page activity.
What makes a page “official”? 1. Official pages have at least two administrators. iComm will be an administrator on all universityrecognized pages. In addition, at least one full-time faculty or staff member must be an administrator. 2. Official pages follow the established naming convention. 3. Official pages have a UWL branded profile picture. 4. Official pages use a standard UWL description text.
will be allowed (and encouraged) to
To set up an official UWL Facebook
use Facebook’s social plug-ins within
page, please start here: www.uwlax.
their www.uwlax.edu subsite.
edu/socialmedia/. You will find a request form and guide. Please review the guide prior to requesting an official UWL
Questions? Contact email@example.com.
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 UWLâ€™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
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
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 firstname.lastname@example.org.
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
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 Use style short call-outs to attract attention: “Don’t miss your
rates to evaluate effectiveness and
opportunity to play for and learn
improve your emails.
from this renowned cellist.”
o Don’t use all caps.
o Avoid styling whole paragraphs.
o Make the point of the email
o Use only one space after the end of
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 Monitor your open and click-thru
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.
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.
Web & Interactive Communications How to create a UWL brand email signature o Open Gmail.
Insert image icon
o Click the gear in the top right. o Select Settings. o Scroll down to the “Signature” section and enter your new signature text in the box.
You can format your text using the buttons directly above the text box. Recommended to use a sans serif font and black ink for readability.
Type in: Name University of Wisconsin-La Crosse Department Name
Title Room # Builidng | 1725 State St. | La Crosse, WI 54601 Office phone | Fax | if needed add mobile o To add the UWL wordmark logo to your signature, • Click on the insert image icon
• Insert the URL for the logo
• Once the logo appears in the signature box you can adjust the size by clicking on logo (Options will be small, medium, large or original size)
3 Add the tagline to the bottom of signature. Using serif italic is recommended. Surround yourself with UW-La Crosse.
Surround yourself with distinction. Surround yourself with UW-La Crosse.
sure check the box Insert this signature before quoted 4 Make text in replies and remove the “--” line that precedes it. This will ensure signature will appear immediately following your email even in a long thread of emails. o Click Save Changes at the bottom of the page 42
Insert image URl here
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.
Examples: Wisconsin Intercollegiate Athletic Conference (WIAC); Exercise and Sport Science (ESS) Department.
academic departments Use upper case: the Department of Chemistry, the Chemistry Department, the Department of English, the English Department.
An abbreviation is acceptable for a department on second reference only: ESS for the Department of Exercise and Sport Science.
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.
adviser, advisor Both are acceptable.
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.
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.
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 Web: Use boldface type to create emphasis or highlight key ideas; printed: do use boldface type.
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. 43
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
(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 Recreational Eagle Center (REC ok on
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 Cleary Alumni & Friends Center Stzrelczyk Great Hall 44
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium — 260 Graff Main Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball, volleyball,
Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming, diving)
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 & field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer) Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor
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.
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.
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.
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.” The current president’s name is Kevin Reilly.
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
Appendix I: Style Guide College, Minn. Second references: Wartburg, 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. glaad.org/files/MediaReferenceGuide2010. 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 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. glaad.org/files/MediaReferenceGuide2010. 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.
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.
Appendix I: Style Guide 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.
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
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.”
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.
Roger Harring Stadium The formal name of the stadium located at Veterans Memorial Field Sports Complex.
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. 48
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
Download form at www.uwlax.edu/UComm/Photography
Photo/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 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 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)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons. You may use the back of this form for additional signatures. _________________________________________________________________ _____________________ (Subject’s name and signature)
_________________________________________________________________ _____________________ (Subject’s name and signature)
_________________________________________________________________ _____________________ (Subject’s name and signature)
_________________________________________________________________ _____________________ (Subject’s name and signature)
PHOTOGRAPHY 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/Testimonial used for _______________________________________________________ Photographer
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 www.uwlax.edu/UComm/Design/
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 www.uwlax.edu/
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 www.uwlax.edu/UComm/
accurately as possible. Therefore, it is
Design/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.
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
Iâ€™m in a hurry. Why canâ€™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 www.uwlax.edu/
Re-creating the logo will not
must approve all university uses of logos
UComm/Logos/htm includes samples
reproduce the logo accurately. The
before a piece is printed or published.
of how to use the logo. You can also
characters have specific spatial
Send PDF proofs to advance@uwlax.
contact the University Communications
relationships and alignment. Simply
Office for advice and consultation
selecting a similar font, eyeballing
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
May businesses and individuals outside of the university use the logos and marks of the university?
If you have questions or concerns
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.
invariably produce differences
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 email@example.com.
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.
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: 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 less) 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. Donâ€™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 www.uwlax.edu/UComm/Design/Welcome for contact information.
Complete details for submissions to the UWL digital signs visit: www.uwlax.edu/ITS/Digital-signs/
Appendix V: 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: www.glaad.org/files/MediaReferenceGuide2010.pdf?id=99
Published on Nov 26, 2014
The Integrated Marketing Guide and Brand Toolkit for University of Wisconsin-La Crosse is a tool to help you produce quality, effective and...