- DeSales University

Transcription

De Sales University
Style Manual &
Visual Identity Guidelines
Introduction
Every communication, print or electronic,
published and mailed by University departments
represents DeSales University to its various
constituencies. Each piece affects the image of
DeSales both internally and externally.
To maintain a consistent, high-quality image, the
communications department has produced this
manual to ensure adherence to specific publications
guidelines.
These guidelines create a unity of appearance and
consistency of editorial treatment in all pieces,
whether produced in print or electronically, that are
published and distributed by DeSales University.
All questions concerning these guidelines should
be directed to Tom McNamara, executive
director of communications, extension 1219 or
tom.mcnamara@desales.edu.
Style Manual & Visual Identity Guidelines • 3
Visual Identity Guidelines
LOGO DEFINITION
The University’s logo is BOTH the book/
gothic church window icon (or “mark” ) and
the words “DeSales University” (the “wordmark”). The mark captures many features of the
Catholic tradition. The book not only reminds
us of the knowledge that is characteristic of a
university, but also relates to the great works
written by St. Francis de Sales. He was named a
Doctor of the Church because of these spiritual
classics. Subtle visual metaphors include: a flame,
a bishop’s miter, a priestly stole, and an implied
human form with outstretched arms. The logo
reflects the University’s Catholic, humanistic
philosophy while expressing ongoing commitment to higher education and the spirit and
mission of St. Francis de Sales and St. Jane de
Chantal.
REPRODUCING THE LOGO
The DeSales University logo has carefully
crafted customized artwork and type. As such,
the University requires that electronic files or
camera-ready art must be used to create the
logo for all forms of communication, signage,
and vehicle graphics. Any attempt to re-create
the art, type, or spacing and styling of the logo
by desktop publishing or word processing will
result in inconsistencies that will compromise
the integrity of the logo.
LOGO ELEMENTS
There are only two configurations of the DeSales University logo. They are shown below.
These elements MUST NOT be repositioned:
6 • Style Manual & Visual Identity Guidelines
INCORRECT LOGO USAGES
To ensure visual consistency and promote recognition, the DeSales University logo must not be
altered in any way. The illustrations below demonstrate many, but not all, incorrect uses of the logo.
(These rules apply to both versions of the logo.)
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A note on outside vendors: Sometimes vendors who are reproducing the University’s logo will ask for the
“font of the logo” to see if they can match it.The wordmark type can not be matched. Please direct the vendor
to contact the communications office for the correct logo and format.
COLORS
When the logo is used in two colors, those two colors must always be the University’s red (Pantone
200) and blue (Pantone 295). The mark must be red and the wordmark must be blue. The logo can
appear as one color, i.e., black, navy, red, green, etc., but BOTH the mark and the wordmark must
be the same color.
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THE UNIVERSITY SEAL
Use of the official seal is typically reserved for formal
and official documents, such as diplomas, certificates,
and official records.The seal should not be used as an
alternative to the DeSales University logo.
The Coat of Arms of DeSales University is
symbolic acknowledgement of those sources
that have contributed to its origin and existence: the Oblates of St. Francis de Sales and the
Diocese of Allentown.
Insignia pertaining to the Diocese of Allentown
and its first bishop, the Most Rev. Joseph
McShea, D.D., who was a prime mover in
conceiving the idea of the University, appear on
the left side of the shield. The two fleurs-de-lis
are a means of honoring Pope John XXIII, who
established the Diocese in 1961. A bar encircled
by a ring symbolize Saint Catherine of Siena,
the titular saint of the diocesan cathedral. The
ring designates her mystical marriage to Christ.
Bishop McShea’s service to the See of Peter
in the Roman Curia and in the Apostolic
Delegation in Washington, D.C., are recalled
through the reverse cross on which St. Peter
died.
As a religious Congregation, the Oblates trace
their spirit and philosophy to Francis de Sales,
the saintly 17th century Bishop and Doctor of
the Church. The symbols—a crescent and two
stars—which appear on the right side of the
shield, attest to this close association. They are,
in fact, taken from the de Sales family coat of
arms and commemorate the 13th century crusade victory of Francis de Sales ancestor, Pierre
de Sales, over Turks at Rhodes.
A prominent cross at the very center of the
shield, the Latin phrase “Tenui nec dimittam,”
and the abbreviation “VJ” are additions provided
from the Oblate tradition. “Tenui nec dimittam”
is a biblical phrase rich in meaning. Roughly
translated, it reads, “I have taken hold of him
and will not let go,” a tenacious statement of
Oblate determination to hold fast to God’s love
and to persevere in God’s work, in spite of all
obstacles, because of this love.
The cross draws attention to the University’s
Christ-centered philosophy, an outlook best
described as “Christian humanism.”
Finally, the “VJ” is an abbreviation for the
French declaration “Vive Jesus,” the Oblate
motto summoning all to “Live Jesus”: to reproduce Christ’s life and actions in their own lives.
Editorial Style
GENERAL EDITORIAL STYLE GUIDELINES
Stylistic consistency lets the reader concentrate
on the content without being distracted by
variations in spelling and punctuation from
one page to the next. It is an invaluable tool for
editors, who often edit material intended for a
single publication but written by several people.
Having a style guide to consult keeps editors
from having to reinvent a rule every time a
new publication (or a new writer) comes along.
Adhering to an agreed-upon style gives each
campus publication a “voice” that harmonizes
with those from other departments and offices.
This style guide was assembled to provide
guidelines for grammar, punctuation, spelling,
and usage in materials produced by DeSales
University. The Chicago Manual of Style, 15th
edition, is our primary reference, as well as the
Oxford Modern English Dictionary.
a, an
Use “a” before words that begin with consonant
sounds; use “an” before vowel sounds.
an eight-year average
an M.B.A.
a historic event
abbreviations
Abbreviations of degrees, expressions of time,
and names of countries take periods with no
space between the elements.
M.F.A., p.m., U.K.
In abbreviations of organizations omit the
period unless the result would spell an unrelated
word.
OSFS, NATO, FBI
Plural forms of acronyms receive an “s” and no
apostrophe.
The committee was made up of CEOs.
See second reference.
academic degrees
Use periods with no spaces for academic degrees
B.A., B.S., Ed.D., M.A., M.S., Ph.D., J.D., M.B.A.
Put an apostrophe in bachelor’s degree and
master’s degree. This is to show possession. The
degree belongs to the bachelor or master. Even
when shortened to bachelor’s and master’s (no
“degree” afterward), keep the apostrophe.
academic departments
Capitalize the formal names of academic
departments.
Department of Natural Science
Department of Humanities
Do not capitalize names of academic
departments that begin with the subject.
natural science department, business department.
See academic majors, academic programs.
academic majors
Lowercase academic majors except proper
nouns.
history, biology, English, marriage and family
studies
academic titles
Capitalize titles only when preceding a name;
otherwise, use lower case. Before a name, give a
person only one title. Do not use phrases such as
“Provost and Vice President for Academic Affairs
Karen D. Walton.” Instead, use “Provost Karen D.
Walton, who is also vice president of academic
affairs, gave the keynote address.”
Very long titles are more readable when placed
after a name.
Fr. Thomas Dailey, OSFS, director of the Salesian
Center for Faith and Culture, delivered the
presentation.
acronyms
See abbreviations and second reference.
addresses
Use periods with compass directions:
S.W., N.E., W., E.
Spell out names of numbered streets through
nine; use numerals for 10 and greater:
Fifth, Ninth, 10th, 52nd, 108th.
Spell out avenue, boulevard, and street unless
space is at a premium. Maintain consistency
within the document (i.e., do not mix spelledout addresses with abbreviated addresses).
adviser, advisor
Advisor is the preferred choice in academia.
affect, effect
Ninety-nine times out of 100, if the word you
use is a verb, spell it with an “a,” and if it is a noun,
spell it with an “e.” In these two uses, affect means
to influence and effect means the result of an
action—and those are the most common uses.
How will this affect (try substituting the word
“influence”) my grade? I don’t know what the
effect (try substituting the word “result”) will be.
alumna, alumnae, alumni, alumnus
alumna - singular, female
alumnae - plural, female
alumnus - singular, male
alumni - plural, male, or male and female
alum - singular, male or female; appropriate in
informal contexts
For alumni class identification, see class identification.
ages
Ages follow the rule of numbers: Ages between
zero and nine should be spelled out; numbers
greater than 10 should be written as figures. If
ages are expressed as adjectives before a noun or
as substitutes for a noun, use hyphens.
The child is two years old. He just turned 15.
She’s a three-year-old child.
a lot
not alot
a.m., p.m.
not AM or A.M.
Recognize that “8 p.m. tonight” is redundant.
Write “8 tonight,” or “8 p.m. today.” Use noon
and midnight.
among, between
Use between to describe the direct relationship
or comparison of two items or people. When
more than two persons or things are involved,
use “among.”
The students could choose between two majors.
Journalism was among the majors chosen.
ampersand (&)
Should be avoided in text. In company names,
when an ampersand is used, the serial comma is
omitted.
Dewey, Cheatum & Howe
assure
See ensure, insure, assure.
asterisk (*)
Use to indicate footnoted material. Asterisks (as
with all footnote symbols) follow punctuation
marks and go inside parentheses.
benefit, benefited, benefiting
Just one “t”
buildings and other landmarks
Proper names of buildings and places on campus:
Alacoque Campus Ministry Center
Aviat Hall
Billera Hall
Brisson Dance Studio
Brisson Hall
Buckley House
Butz Baseball Field
Campbell Hall
Chappuis Hall
Conmy Hall
Connelly Chapel
DeChantal Hall
DeSales University Center
(second reference, University Center)
Dooling Hall
Fasching Track
Fromentin House
Gerald White Pavilion
Iacocca TV/Film Studios
Isenring Center
Jacquier Center for the Pennsylvania
Shakespeare Festival (second reference,
Jacquier Center)
Labuda Center for the Performing Arts
(second reference, Labuda Center)
Lawless Center
Marechaux House
McShea Student Center
Our Lady of Deliverance
Priscilla Payne Hurd Science Center
(second reference, Hurd Science Center)
Salesian Center for Faith and Culture
(second reference, Salesian Center)
Tocik Hall
Trexler Library
Tucker House
University Heights
Wills Hall
Welsh Hall
campuswide
cancel, cancelable, canceled, canceling,
cancellation
capitalization
Official names are capitalized; unofficial,
informal, shortened, or generic names are not.
Avoid using ALL CAPS in headlines or text.
Phrases such as “the center,” “the institute”
or “the recently renovated museum” are not
capitalized.
the Office of Admissions and Financial Aid
the registrar’s office
the Trexler Library; the library
Capitalize University when referring to DeSales
University
The University recently celebrated its 40th
anniversary
Capitalize official names of bulletins, forms,
conventions, conferences, classes, and so on.
Dr. Mooney will teach the Comparative
Literature class next semester.
Capitalize prepositions or conjunctions of four
or more letters in headlines or titles.
Secrets From the Center of the World
capitol, capital
Capitalize when referring to the building.
“Capitol building” is redundant. Capital refers
to the city as well as referring to a fund-raising
campaign.
The Capitol is in Harrisburg, which is the capital
city of Pennsylvania. DeSales raised $16 million in
a recent capital campaign.
century
Lower case when used with a number:
20th century, 21st century.
cities
Do not use state designations with these U.S.
cities:
Anchorage
Baltimore
Boston
Cincinnati
Atlanta
Boise
Chicago
Cleveland
Denver
Honolulu
Indianapolis
Miami
New Orleans
Oklahoma City
Pittsburgh
Salt Lake City
San Francisco
Detroit
Houston
Los Angeles
Minneapolis
New York
Philadelphia
St. Louis
San Diego
Seattle
class identification (by graduation year)
John Smith ’71
Jane Smith M’98 (an alumna of one of our
graduate programs)
Mary Ann Summers P’92 (a parent of a 1992
graduate)
Do not put commas after person’s name or after
the degree.
You may need to “trick” the software program
to get the correct apostrophe before the year.
(The correct apostrophe curls to the left) Simply
hit the apostrophe key twice then delete the first
one typed.
Mike Joyce ‘87 (Incorrect)
Mike Joyce ’87 (Correct)
co
Retain the hyphen when forming nouns,
adjectives, and verbs that indicate occupation or
status.
co-author, co-chairman, co-defendant, co-partner,
co-pilot, co-signer, co-star, co-worker
Use no hyphen in other combinations.
coed, coeducation, coexist, coexistence,
cooperate, cooperative, coordinate, coordination
(Cooperate, coordinate, and related words are
exceptions to the rule that a hyphen is used if a
prefix ends in a vowel and the word that follows
begins with the same vowel.)
commas
Use a comma before the “and” or other
conjunctions in a series.
She helped review scholarships, grants, and
financial aid. She sorted the boxes by color, size
and weight, and type of material.
committee names
Capitalize the names of committees.
The Academic Affairs Committee will meet on
Thursday.
compound modifiers (phrasal adjectives)
Hyphenate compounds that precede a noun to
prevent misreading.
small-state senators
a high-quality paint
a middle-class neighborhood
the neighborhood is middle class. (Hyphenated
before but not after a noun.)
Compounds formed by an adverb ending in
“ly” plus an adjective or participle are not
hyphenated either before or after a noun
because ambiguity is virtually impossible.
largely irrelevant
smartly dressed
Compounds formed with prefixes are normally
closed, whether they are nouns, verbs, adjectives,
or adverbs.
antebellum, antenatal, antediluvian
bioecology, biophysical, biosociology
counterclockwise, counterrevolution
cyberspace, cyberstore, minivan, minimarket
comprise, comprises
“Comprise” and “comprises” must always refer
to a larger unit made up of smaller units. Do not
use “is comprised of.”
The faculty committee comprises members from
each department.
See compose/comprise.
compose, comprise
“Compose” means to make up or constitute.
“Comprise” is similar to include, contain, or
consist of.
Nine players compose a baseball team. A
baseball team comprises one pitcher, one catcher,
one shortstop, and so on.
continuous(ly), continual(ly)
“Continuous(ly)” means without interruption or
unbroken; “continual(ly)” means occurring again
and again.
The snow fell continuously all evening.
It will snow continually in January and February.
contractions
Avoid using contractions in formal writing.
couple
Considered plural
The couple live in Whitehall, Pa.
course load, coursework
courses (titles of)
Use caps and lowercase with course titles. Do
not italicize or enclose in quotation marks.
Example: Introduction to Fiction
cum laude, magna cum laude, summa cum laude
See degrees with distinction.
dash vs. hyphen
The size of the en and em dashes is roughly
equivalent to the width of the lowercase n and
m, respectively, for the typeface in which they
are used.
En dashes (–) are primarily for showing duration
or range
9:00–5:00, 112–600, March 15–31
Create en dashes on a Mac by holding the
option key, then type the hyphen key. On a
PC, hold down the ALT key and type 0150 on
the numeric keypad.
Em dashes (—) are the proper dashes to use
in place of single or double hyphens(--) as
punctuation. Similar to a parenthetical phrase
(like this) the em dash sets apart clauses in a
sentence—like this.
Create em dashes on a Mac by holding the
shift key, the option key, and then type the
hyphen key. On a PC, hold down the ALT key
and type 0151 on the numeric keypad.
database
days/dates
When referring to month, date, and year, add a
comma before and after the year unless it ends
the sentence. However, do not add a comma
following the month unless a date is used.
Similarly, when referring to both a city and state,
add a comma after the state.
Your memo of November 28, 2001, summarized
the issue perfectly. She graduated in May 2002.
After three years, she started to consider Center
Valley, Pennsylvania, home.
The common rule for publications is to use the
days of the week (e.g., Monday, Tuesday) when
referring to events within seven days, before or
after the publication date. When writing about
events more distant, use months and dates, such
as “April 30” and “June 5.” Do not use both. Do
not use yesterday, today, and tomorrow.
Do not use 1st, 2nd, etc., with dates:
July 21, April 2, etc. (not July 21st, April 2nd, etc.)
Use the year if not the current calendar year.
Periods of years:
He worked from 1949 to 1961.
He worked in 1949-50 (if academic year).
He worked in the 1950s (if a decade); avoid ‘50s
See also months.
dean’s list
degrees
See academic degrees.
degrees with distinction
Do not capitalize, but use italics.
cum laude, magna cum laude, and summa cum
laude
departments
See academic departments.
DeSales, DE SALES
When “DeSales” is set in both upper and lower
case letters, there is no space between “De” and
“Sales.” If the University’s name is set in all caps,
insert a space.
DeSales University
DE SALES UNIVERSITY
dimensions
Use figures for all numbers that indicate height,
weight, width, etc., even for numbers less than
10. Spell out inches, feet, yards, etc., to indicate
depth, height, length, and width. Hyphenate
adjectival forms before nouns.
The book weighs 2 pounds, she is 5 feet 4 inches
tall, the 5-foot-4-inch woman.
Use a hash mark to indicate feet and straight
quote marks to indicate inches (5'4") only in
very technical contexts.
directions and regions
Capitalize when referring to regions. When
referring to compass directions, such as “I am
walking north,” then lower case them.
The Northeastern Pennsylvania area is growing
rapidly.
dollar amounts
Use a dollar sign followed by a numeral. Do not
use .00 with dollar values.
$250 (not $250.00), $12,300, $5.3 million
dorm, dormitory
Avoid; use “residence hall.”
e.g.
exempli gratia: for example
This abbreviation should be used only in
parenthetical phrases, where it is punctuated with
periods and set off with commas. Do not use etc.
at the end of a phrase beginning with e.g.
The University offers several majors (e.g., biology,
accounting, liberal studies).
ellipsis
The ellipsis (…) replaces a word or phrase and
should be treated like a word, and that means
placing a space before and after the punctuation.
If an ellipsis comes at the end of the sentence,
there should be a fourth dot—the period.
Create an ellipsis by holding down the option
key and typing a semicolon.
e-mail
Use hyphen; lowercase “e” unless at the
beginning of a sentence.
emeritus, emerita
A retired male professor may earn “emeritus”
status; a retired female professor would earn
“emerita” status.
Harry Warren, emeritus professor of chemistry
Professor Emerita Caroline Hollshwandnerer
ensure, insure, assure
Use ensure to mean guarantee or make certain.
Steps were taken to ensure the document’s
accuracy.
Use insure for references to the characteristics of
insurance.
The policy will insure your home.
Use assure to give confidence or to inform
positively.
She assured him that the decision was a wise
one.
extensions, phone
Use a comma after the phone number and the
lower case abbreviation.
610.282.1100, ext. 1219
farther, further
Farther refers to physical distance:
He walked farther in the woods.
Further refers to an extension of time or degree:
She will look further into the mystery.
fewer, less
Use fewer for things that you can count.
I have fewer quarters than you do. (You can
count, “One quarter, two quarters, three
quarters.”)
Use less for things you cannot count.
I have less cash than you do. (You don’t say, “One
cash, two cash, three cash.”)
faculty
Usually considered plural.
The faculty are dedicated to their students.
figures
When a text refers to numbered graphs or tables,
refer to them in the text as Figure 1, Figure 2,
etc., and italicize. On the figure itself, the label
(Figure 1, Figure 2, etc.) does not need to be
italicized.
Note: Figures in an appendix should be
designated according to the letter of the
appendix: Figure A-1, Figure B-6, etc.
fund raising, fund-raising
fund raising when used as a noun;
fund-raising when used as an adjective
grade point average
Use GPA on second reference.
grades
Use letter grade with no quotation marks. Plural
grades have no apostrophe.
She received an A in the course. There is a W on
his transcript. She earned three Bs and two Cs.
health care (noun), health-care (adj.)
home page
homework
hyphen
See dashes vs. hyphens
first-come, first-served
They will be seated on a first-come, first-served
basis.
i.e.
id est: that is
Used for listing the specific case(s) referred to in
the preceding material. Should be punctuated
with periods and set off with commas.
Please state your response (i.e., yes or no).
initials
Do not separate with a space:
T.L. Smith
in order to, in order for
Delete “in order,” which is generally unnecessary
insure
See ensure, insure, assure.
internet
Lowercase. Use internet instead of “net” or “the
net.”
judgment
Not judgement
junior (Jr.), senior (Sr.), III
Jr., Sr., and III are not set off by commas.
Tom Green Jr. is a member of the Class of 1969.
His son is Tom Green III.
kickoff (n.), kick-off (adj.), kick off (v.)
lay, lie
Lay means “to put” or “to place.” It requires an
object to complete its meaning. Principal forms
are: lay, laid, laying.
Please lay the boxes there. I laid the message on
the table.
Lie means “to recline, rest, or stay” or “to take a
position of rest.” It refers to a person or thing as
either assuming or being in a reclining position.
This verb cannot take an object. Principal forms
are lie, lay, lain, lying.
He’s been ill and lies in bed all day. The mail is
lying on the secretary’s desk.
Hint: In deciding whether to use lie or lay in a
sentence, substitute the word place, placed, or
placing (as appropriate) for the word in question.
If the substitute fits, the corresponding form of
lay is correct; if it doesn’t, use the appropriate
form of lie.
legal cases
The names of legal cases (plaintiff and
defendant) are usually italicized.
Miranda v. Arizona
Green v. Department of Public Welfare
legislature
Capitalize this noun in all references to
a particular legislative body, such as “the
Pennsylvania Legislature,” which can also be
referred to as “the Legislature.” Do not capitalize
“legislature” when it is used as a generic term.
The law-making body in a democracy is called a
legislature.
lifestyle
-ly rule
If the first of two consecutive modifiers ends in
-ly, do not separate with a hyphen.
It’s a newly created program.
See also compound adjectives
Macintosh, MacIntosh
Macintosh: the computer made by the Apple
company.
MacIntosh: the fruit, also a stereo manufacturer
in the United Kingdom.
majors
See academic majors.
MasterCard
Not Master Card
mid- to late [month]
The report will arrive in mid- to late November.
money
See dollar amounts.
months
Never abbreviate months when they do not
immediately precede a date.
We were married in September last year.
However, when the name of a month
immediately precedes a date, abbreviate it, but
only if the month’s name is six letters or longer.
We began this project on Aug. 6 last year and
finished on March 5.
multicultural
names of people
In first reference, use the individual’s full name.
Leave out middle initial unless they prefer to
use it or if it is used in a formal context. In
subsequent sentences, use last names only.
First reference: Jack London;
Second reference: London
First reference: Dr. Yuri Zhivago
Second reference: Zhivago
First reference: Ray Parker Jr.;
Second reference: Parker
First reference: Marcia Gay Harden;
Second reference: Harden
First reference: Catherine Zeta-Jones;
Second reference: Zeta-Jones
Nicknames generally should be avoided but
when used enclose them in quotation marks.
none
If the object of the preposition after none is
singular, use a singular verb; likewise, if the
object of the preposition after the verb is plural,
use a plural verb.
None of the day was wasted.
None of us were alert.
nonprofit (n., adj.)
Also not-for-profit.
noon
Use noon or 12 p.m. Not “12:00 noon.”
numbers
Spell out whole numbers below 10, use numbers
for 10 and above.
They had three sons and two daughters. They
had a fleet of 10 station wagons and two buses.
Numbers should never begin a sentence. Spell
out regardless of the number or reword the
sentence.
One hundred and fifty people attended the
lecture.
A total of 150 people attended the lecture.
Use a comma with numerals of 1,000 and above
(except dates):
5,000
42,000
Use numerals when referring to percentages:
He won by 5 percent.
See also percentages and dimensions.
offline
online
over, under
“Over” and “under” should only be used in
reference to location, not quantity. Use “more
than” or “less than.”
More than 425 freshman deposited this year.
Registering for a wedding should take less than
4 hours.
The dogs are under the kitchen table.
Use numerals when referring to academic credit:
The student earned 3 hours of credit.
Use numerals when referring to a page number:
The passage begins on page 5.
percentages
In text, spell out percent; use the percent sign
(%) in tables and graphics; use numerals with
percents.
7 percent
phone numbers
Use periods; do not use parentheses or hyphens:
610.282.1100. Omit the 1 in all long-distance
numbers, including toll-free numbers:
877.4.DESALES
610.282.1100, ext. 1219
p.m.
See a.m., p.m.
postbaccalaureate
pre
In general, do not hyphenate:
preapproved, preset, prework. (Exceptions: predental, pre-law, pre-med, pre-vet.)
programs
See academic programs.
quotations marks
Set quotation marks outside of periods and
commas.
“Education is important,” he said.
Dana’s favorite song is “Rock Me Amadeus.”
quote marks vs. hash marks (or smart
quotes vs. dumb quotes)
Typographers quotes (the ones that curl)
should be used in all text except for denoting
measurements, which require the straight quotes,
(or hash marks)
“She was 5'2" with eyes of blue,” said Jeremy.
ratios
Use figures and a hyphen
a ratio of 2-to-1, a 2-1 ratio.
re
In general, do not hyphenate:
reedit, reunify, reestablish.
residence hall
Not dormitory or dorm.
RSVP
Not R.S.V.P.
Recognize that “Please RSVP” is redundant.
seasons, semesters
Lowercase the names of seasons:
fall, winter, spring, summer,
Uppercase specific semesters:
Fall 2007, Spring 2004
second reference
Well-known abbreviations are acceptable on
second reference. Thus, Internal Revenue
Service can become “the IRS” the second
time you refer to it. Avoid using unfamiliar
abbreviations. If you are writing about the
Interfaith Recycling Society, refrain from
referring to it as IRS on second reference.
Instead, call it “the association” or “the group.”
senior (Sr.), junior (Jr.), III
Do not set off with a comma following a name.
senior citizens
Avoid seniors, which may cause confusion with
fourth-year students in some contexts.
since, because
“Since” only refers to time. Use “because”
instead.
Because we were late, we missed our flight.
Since 1989, the overall quality of popular music
has declined.
spaces
Use one space after periods, commas, or colons
when typing text.
staff
Usually considered plural.
The staff have reviewed the student’s document.
state names
Spell out the names of the 50 U.S. state when
they stand alone in textual material. If a city is
written with a state, abbreviate the state name
using the textual abbreviations. Use the postal
abbreviation only if the zip code is needed.
Brian is from Jackson, Mo.
Send the letter to 205 Crescent Avenue,
Jenkintown, PA 19046
Abbreviation Postal code
Alabama
Ala.
AL
Alaska
Alaska
AK
Arizona
Ariz.
AZ
Arkansas
Ark.
AR
California
Calif.
CA
Colorado
Colo.
CO
Connecticut
Conn.
CT
Delaware
Del.
DE
Dist. of Columbia D.C.
DC
Florida
Fla.
FL
Georgia
Ga.
GA
Hawaii
Hawaii
HI
Idaho
Idaho
ID
Illinois
Ill.
IL
Indiana
Iowa
Kansas
Kentucky
Louisiana
Maine
Maryland
Massachusetts
Michigan
Minnesota
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
New Mexico
New York
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
Ind.
Iowa
Kans.
Ky.
La.
Maine
Md.
Mass.
Mich.
Minn.
Miss.
Mo.
Mont.
Nebr.
Nev.
N.H.
N.J.
N.M.
N.Y.
N.C.
N.D.
Ohio
Okla.
Ore.
Pa.
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
Puerto Rico
Rhode Island
South Carolina
South Dakota
Tennessee
Texas
Utah
Vermont
Virginia
Virgin Islands
Washington
West Virginia
Wisconsin
Wyoming
P.R.
R.I.
S.C.
S.D.
Tenn.
Tex.
Utah
Vt.
Va.
V.I.
Wash.
W.Va.
Wis.
Wyo.
PR
RI
SC
SD
TN
TX
UT
VT
VA
VI
WA
WV
WI
WY
temperature
Use figures unless the temperature is zero.
It is minus 5 degrees. I hope it warms to 9 or
10 degrees.
that, which
That is used to introduce an “essential” clause,
and which is used before a “nonessential”
clause. The difference between the two is
that the essential clause cannot be eliminated
without changing the meaning of the sentence.
Also, an essential clause must not be set off
from the rest of the sentence by commas, while
a clause beginning with which should be set
off with commas.
This is a course that is both informative and
enjoyable. His first book, which is titled Plato
Revisited, is riveting.
theatre
Not theater
through
not thru
time of day
Use a colon to separate hour from minutes.
11:00 a.m. and 3:30 p.m.;
5:30-8:30 p.m. (in listings);
from 5:30 to 8:30 p.m. (in text);
noon, midnight (not 12 noon or 12 midnight,
or 12 a.m. or 12 p.m.);
7 o’clock (not 7 O’clock); and
six-thirty, seven-fifteen (in formal invitations).
time zones
When spelled out, designations of time zones
are lowercased, except for proper nouns.
Abbreviations are capitalized.
central standard time (CST)
daylight saving time (DST)
eastern standard time (EST)
Greenwich mean time (GMT)
titles of people
Capitalize formal titles before a name or names.
President Bernard O’Connor
Dean Deborah Booros
Professor Steve Myers
Lowercase formal titles after a name or names.
Bernard O’Connor, president
Deb Booros, dean of ACCESS
Steve Myers, professor of English
Lowercase titles standing alone.
the president
the dean
titles of works
Use italics with:
Books (title alone is normally sufficient; no
need to reference publisher, year, etc.)
CDs or albums
Movies and plays
Major musical compositions
Newspapers
Paintings, drawings, statues, and other works
of art
Periodicals (journals and magazines)
Radio Programs (All Things Considered)
Television Series (Law and Order, Green Acres)
Use quotation marks with:
Articles
Dissertation titles
Episodes of TV shows (“The One Where
Rachel Finds Out” or “Gilligan Meets
Jungle Boy”)
Papers (e.g., papers presented at conferences)
Songs
Stories
Do not use italics, underlining, or quotation
marks (but use appropriate capitalization) with:
Courses
Events
Lectures
Symposia
toward
Not towards.
trademarks
A reasonable effort should be made to capitalize
trademarked names. The symbols © and ™ need
not be used in running text.
Coca-Cola (but cola drink)
Frisbee
Kleenex
Pyrex dishes
Xerox
underserved
under way
United States (n.); U.S. (adj.)
Abbreviate it as “U.S.” only as an adjective
before a noun
U.S. hockey team
U.S. economy
U.S. bonds;
Otherwise, spell it out
I love the United States.
University
Capitalize University when referring to DeSales
University
The University recently celebrated its 40th
anniversary
usage/use
It is preferable to use “usage” only with
reference to language, and use “use” in other
instances. Avoid “utilize.”
The Japanese student’s usage of English was
impeccable.
Computer use at DeSales is up 20 percent.
video conferencing
Two words. Do not use as a verb.
vice president
No hyphen.
Visa (the credit card)
Not VISA.
web site
Also web page, web browser
which
See that, which.
workers’ compensation
World Wide Web
In web site addresses (URLs), use http:// only if
the address does not start with “www.”
http://bb.desales.edu
www.desales.edu
years
To indicate a decade, add an “s.” to the first year
in the decade.
Disco was introduced in the 1970s.
If you abbreviate this, do it this way:
In the ’70s, people danced “The Hustle.”
Do not use an apostrophe before the “s.” (wrong:
1960’s)
Publication Design Tips
The communications department can assist you
from the idea stage to the printed piece. We will
help you create your piece, choose paper, help
with photos, and work with a printer.
Printed items, brochures, and other publications
that do not meet DeSales University standards
will be redone at the expense of the department
that created them.
If you decide to produce a publication yourself,
it is still in your best interest to consult with the
communications office in the planning stages. In
discussing your project, you may learn some tips
that will save you frustration and money.
Keep the following in mind when designing
a document for publication. For a professional
look, simple designs are best. Choose a few elements and use them consistently. This will help
you achieve a cleaner, more readable look.
Regardless of the manner in which your
publications are produced, all materials
must be approved by the communications
office before printing. Publications that
require approval include materials prepared for
external distribution as well as any item with
the DeSales University logo.
WORKING WITH TEXT
When selecting type, two fonts should be
sufficient—one for your body text and one
for headlines. More than two can clutter the
page, making it look amateurish and difficult
to read. Use bold and italics for emphasis and
variation. The communications department
recommends the use of the typeface Bembo
for text. However, Times New Roman is a
good substitute.
Both Bembo and Times New Roman are a
serif fonts, meaning they have short lines extending from the body of the letters. Serif fonts
are recommended for body copy because they
are easier to read. Sans serif fonts do not have
the short lines, making it difficult for the reader
to distinguish certain letters. Sans serif fonts are
best used in headlines or in pullout quotes in
the text.
The size of the body type should usually be
between 9 and 12 points. With an older audience, the type size should be 11 or 12 point.
The type size should be consistent throughout
the document. Avoid the temptation to use a
smaller point size to squeeze in a paragraph
at the end of a page. Doing so can make the
document look unprofessional.
Establish a hierarchy for your headlines so that
all of the same level heads are in the same point
size. Consistency in headings makes the piece
easier to read and helps to convey important
points. The spacing above and below the headings, as well as the captions and artwork, should
be the same throughout the document.
When a heading falls at the bottom of a column or page, be sure to include at least two
lines of text with the heading. Otherwise, move
the heading to the next column or page.
Certain type elements should be used sparingly—
all caps, reversed type, italics, underlining, and
boldface. These elements should be used for
emphasis. Too much underlining or too much
boldface causes the eye to see the underline
or the boldface but not the rest of the text.
Better to edit or rewrite for stronger text. Let
the words carry the message. Use visual devices
sparingly.
Lists and bullets are helpful for highlighting
information; be careful of overusing other
dingbats, typographical symbols, or ornaments.
These, too, can clutter a page. One strong image is more effective than many little icons.
Type that is angled, put in irregularly shaped
blocks, or broken across an illustration is difficult to read. Because people read from left to
right, any divergence from that pattern immediately sets up a visual roadblock.
Optimum column width is approximately three
inches. For ease of reading, text should be set in
columns with sufficient space between the columns. Two, three, and four columns are standard.
Use only one space after punctuation, not two
as people used to with a typewriter. Also avoid
widows. A widow is a word or syllable isolated
at the bottom of a column or paragraph or at
the top of a column. Usually, these can be corrected through editing.
A ragged right margin will give you better
word spacing and fewer hyphens. A rule of
thumb is no more than three hyphens in a row
at the end of a line.
Do not rely on spell check for proofreading.
Spell check will not pick up incorrect usage.
For example, it will not distinguish between
the words to and two—the words can be
spelled correctly but may be used incorrectly in
the context of the brochure.
PAGE LAYOUT
Balance and proportion are the keys to page
layout. It is important to consider the overall
look of the page and its relationship to the
opposite page. A page with solid type looks
gray. Use subheadings to break it up.Vary the
sentence length and keep the paragraphs short.
Use white space to give the eye somewhere
to rest.
Boxes, borders, and rules create visual interest
when used in moderation. But keep it simple. A
single rule box is preferable to a more complex
one. A hairline rule between type columns also
may work.
A color printed behind the text can add emStyle Manual & Visual Identity Guidelines • 37
phasis, but be careful not to sacrifice readability.
If there is a lot of type, use a screen value of no
more than 10 or 20 percent.
Clip art offers graphic possibilities, but make
sure it is appropriate to the publication and the
font. Cutesy clip art makes the piece and, by
extension, the program or subject described in
the publication look less professional.
COLOR
If you can afford only one color of ink, it is
tempting to use a color like purple, green, or
red. This is fine as long as the color is dark
enough to be read and as long as you are not
printing photographs. Photographs, particularly
photographs of people, that print in purple,
green, or red can look unnatural. They can also
create the impression that you did not have
enough money to print in two colors of ink.
Generally, when printing one color of ink, it is
better to choose from dark, neutral shades such
as black, brown, grey, etc.
Sources
East Carolina University Publications Manual. East Carolina University, 2000.
University of Chicago Press. The Chicago Manual of Style. 15th ed. Chicago:
University of Chicago Press, 2003.

- DeSales University

Transcription

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