S t y l e g u i d e Branding Success

Transcription

1 S t y l e g u i d e 2010 Branding Success

2 Contents 2 Strategy, purpose & policy 2 Who are the guidelines for? 2 Commercial and licensing use of the university marks 2 Publications state law and university policy 3 Graphic standards oversight 4 Positioning statements 6 Branding Success 8 Primary university logo 11 Campus logo wordmark The marks of Oklahoma State University are controlled under a licensing program administered by the Collegiate Licensing Company. Any use of these marks will require written approval from the Collegiate Licensing Company. 12 Logo college/agency wordmark 14 Academic logo 15 Nomenclature 16 Wordmark 17 Official color palette 18 Stationery system 20 Webpage template 21 Athletic logos and spirit marks 22 Athletic brand logo 24 Secondary athletic logo and wordmarks 25 Pistol Pete 26 Unacceptable uses 27 Expired logos 28 Typography 30 Editorial style Oklahoma State University, in compliance with the title VI and VII of the Civil Rights Act of 1964, Executive Order as amended, Title IX of the Education Amendments of 1972, Americans with Disabilities Act of 1990, and other federal laws and regulations, does not discriminate on the basis of race, color, national origin, sex, age religion, disability or status as a veteran in any of its policies, practices, or procedures. This includes but is not limited to admissions, employment, financial aid, and educational services. Title IX of the Education Amendments and Oklahoma State University policy prohibit discrimination in the provision or services or beliefs offered by the University based on gender. Any person (student, faculty of staff) who believes that discriminatory practices have been engaged in based on gender may discuss their concerns and file informal or formal complaints of possible violations of the Title IX with the OSU Title IX Coordinator, the Director of Affirmative Action, 408 Whitehurst, Oklahoma State University, Stillwater, OK 74078, (405) or (405) (fax). This publication, issued by Oklahoma State University as authorized by the Associate Vice President of Enrollment Management & Marketing, was printed at no cost to the taxpayers of Oklahoma. University Marketing / 121 Cordell North / / universitymarketing. okstate.edu Trademarks and Licensing Administration / kurtis.mason@okstate.edu / / Fax:

3 When people look at the Oklahoma State University Logo, they don t just see the logo. They see degrees and instructors, basketball games and Old Central. They remember their relationship with OSU. To them, the OSU logo represents the sum of many wonderful memories and experiences at the university. How people feel about OSU directly relates to the university s success. Alumni, students, future students, potential donors In a sense, the logo speaks on OSU s behalf before anyone says a word. It represents who we are and what we stand for. It is the visual representation of our reputation. Therefore, it is vital to build and maintain a strong logo, a strong visual identity. To accomplish that, the logo must be used in a consistent way. It must appear the same in every instance. It must have the proper shades of orange and be in the proper proportions. It must be used in an appropriate context. This guide establishes the rules for the university s logos and additional identity marks, such as wordmarks and even Pistol Pete. Inside, you ll find all you need to know about using the OSU identity marks in all media. Proper and legal use of the logos protects the university s image and distinguishes us from other institutions. We appreciate your willingness to support, protect and advance the image of OSU. If you need additional information regarding the use of the OSU identity marks in media, contact the university marketing office, (405) Thank you for your assistance, Kyle Wray Associate Vice President of Enrollment Management & Marketing Oklahoma State University S t y l e g u i d e 1

4 Strategy, Purpose & Policy OSU s communications strategy begins with the guidelines in this style guide. The guidelines provide all the information necessary to ensure the accurate and effective presentation of OSU to internal and external audiences. The guidelines encompass OSU s family of graphic elements, including the new OSU logo, nomenclature, wordmarks, positioning statement, university seal, athletics logo, color palette, recommended typefaces and applications to an extended stationery system, presentation media and the OSU website. Who are the guidelines for? All academic, research, outreach, student services, authorized student organizations and administrative units of Oklahoma State University funded through or by the university that are not legally autonomous must follow these guidelines. Outside agencies or publishers that create print or electronic publications for any OSU units are also required to abide by these guidelines. Commercial and promotional uses of the university marks Oklahoma State University asserts ownership over its name, trademarks, logos and slogans, and those cannot be used to imply or suggest endorsement of any product or service not provided by the university. The university wordmarks, positioning statement, seal, athletic logos and other marks are registered and protected by law. Individuals and organizations outside the university who wish to use any of the university marks for commercial purposes or for promotional activities must first obtain permission from the Office of Trademarks and Licensing in university marketing. Kurtis Mason, Trademarks and Licensing Administration kurtis.mason@okstate.edu; Phone: ; Fax: Publications: state law and university policy By state law and regents policy, all university publications when purchased from university budget accounts must include a statement of printing authorization and costs and OSU s nondiscrimination policy respectively. Generally, university publications are those brochures, booklets, newsletters, posters, magazines, catalogs and pamphlets that bear the university name and are produced for audiences outside the university. They do not include business cards, announcements, letters, memoranda, invitations or other personally-signed communications. All university publications must contain the following: Oklahoma State University, in compliance with the title VI and VII of the Civil Rights Act of 1964, Executive Order as amended, Title IX of the Education Amendments of 1972, Americans with Disabilities Act of 1990, and other federal laws and regulations, does not discriminate on the basis of race, color, national origin, sex, age, religion, disability or status as a veteran in any of its policies, practices or procedures. This includes but is not limited to admissions, employment, financial aid and educational services. Title IX of the Education Amendments and Oklahoma State University 2 Oklahoma State University S t y l e g u i d e

5 policy prohibit discrimination in the provision or services or benefits offered by the university based on gender. Any person (student, faculty or staff) who believes that discriminatory practices have been engaged in based on gender may discuss his or her concerns and file informal or formal complaints of possible violations of Title IX with OSU s Title IX coordinator: the Director of Affirmative Action, 408 Whitehurst, Oklahoma State University, Stillwater, OK, 74078, (405) or (405) (fax). Immediately following, the cost statement should appear: This publication, issued by Oklahoma State University as authorized by (originating authority), was printed by (printing vendor) at a cost of $(cost of printing only). (Number printed) / (year and month printed). Or when appropriate: This publication, issued by Oklahoma State University as authorized by (originating authority), was printed at no cost to the taxpayers of Oklahoma. Graphic standards oversight OSU s Office of University Marketing administers the graphic identity program. All general and policy questions or requests for variances should be directed to university marketing. University marketing, trademarks and licensing, the purchasing department and university mailing services work together to oversee implication of the guidelines, provide consulting and ensure compliance. Legal ownership statement Oklahoma State University asserts ownership over its name, trademarks, slogans, logos, mascot and any combination that refers to or is associated with OSU. This intellectual property is registered with the United States Patent and Trademark Office and the Office of Secretary of State of Oklahoma. The Office of Trademarks and Licensing, working with the Office of Legal Counsel, is responsible for the administration and management of OSU s trademark and logos. The mission for the Office of Trademarks and Licensing is to 1) ensure proper use of those trademarks, logos and insignia that have come to be associated with OSU; 2) generate income to support and enhance the scholastic missions of the university and 3) protect the university s reputation, good name and image by permitting only appropriate uses and assuring that only quality products bear the institution s name, initials or logos. Any college, department, organization or unit of the university that purchases items bearing the university logos must first obtain permission from the trademarks and licensing administrator in the university marketing office. All items must be purchased from a business that has obtained a license to produce the university s trademarks. Kurtis Mason, Trademarks and Licensing Administration kurtis.mason@okstate.edu; Phone: ; Fax: Oklahoma State University S t y l e g u i d e 3

6 Positioning Statements OSU remains true to its land-grant mission of research, instruction and extension, but its growth and evolution transcend its original agricultural and mechanical programs. OSU s extension programs reach all of Oklahoma. OSU s research helps mold government policy while also addressing global problems. That diversity requires a flexible, creative and innovative approach to problems that never loses sight of OSU s central goal to educate Oklahomans. A new positioning statement symbolizes OSU s rising call to charge: Create. Innovate. Educate. Go STATE. This tagline is for national as well as statewide use. A different positioning statement, A Brighter Orange, is available for use in Texas. Create: It means originating ideas, new approaches and forging ahead through new frontiers of exploration. It also means turning a blank canvas or sheet of paper into a work of art. Innovate: Innovation is the introduction of new methods from OSU research and development. Educate: The central goal of any university is to convey to the next generation a grasp of accepted history as well as new ideas, and the ability to analyze them. Go STATE: A multi-function phrase, it signifies unity, praises OSU, invites students to attend OSU, and it means OSU s momentum will continue well into the future. The preferred configuration uses both the logo and the statement together. In any case, the letter forms have been altered. Please use the provided graphic and do not typeset it. 4 Oklahoma State University S t y l e g u i d e

7 The positioning statement allows for different emphases appropriate to the context. When no emphasis is desired, use the configuration below. Texas positioning statement No other unit-based logo/positioning statement may substitute for the create / innovate / educate / Go STATE without prior approval. Departments (academic colleges, centers and institutes) and non-mission critical units (e.g., authorized student groups or motor pool) may have a unit-specific positioning statement if used in balance with the OSU logo or campus wordmarks. In such cases, these specific positioning statements must have the approval of the director of university marketing. Additions or modifications to the positioning statement are prohibited. The positioning statement-should not be used with the nomenclature. The university s positioning statement changes at the discretion of the associate vice president of enrollment management and marketing. Oklahoma State University S t y l e g u i d e 5

8 Branding Success OSU is redefining and reimagining the land-grant mandates of openness, accessibility and service for the 21st century. Branding Success captures the essence of what we want to achieve for OSU. It is a $1 billion campaign to raise the needed capital for transformative initiatives to unleash the promise of OSU s people and ideas. Branding is leaving an enduring mark and making a lasting difference. Success will be measured in dollars raised. Gifts to the campaign will expand scholarships as well as retain world-class faculty and allow OSU to continue to equip them for their groundbreaking work. Of critical importance is the campaign s graphic identity. It is designed for usage across the OSU system and to be applicable in every college, unit and department. For flexibility, multiple versions are approved for use. It s a theme upon which several messages can be built to motivate and inspire target audiences. Branding Success Graphic Identity Primary Configuration This is the preferred graphic for use with any campaign publication. It must be reproduced in four colors. Stacked Configuration This is an alternate graphic for publications in which space requirements make a horizontal application unsuitable. It must be reproduced in four colors. Additionally, this is the preferred usage for small applications because the tagline is shortened for greater readability. 6 Oklahoma State University S t y l e g u i d e

9 Two-Color Configuration When printing in two-color, such as orange and black, use the logo configurations above. These configurations should only be used when necessary to meet two-color printing requirements, such as in campus stationery. Single-Color Configuration When reproducing the logo in single-color printing, please use the single-color configuration. Using this configuration will ensure a higher quality end product. Branding Success Usage This campaign s graphic identity must always appear with ample, proportional white space around its edges. Rules or borders around the mark are prohibited. If this requirement isn t followed, the mark will appear cluttered near competing graphics or images because of varying type sizes and colors. The mark should never appear on a color background, with its colors reversed, or on top of photography. Generous white space must be preserved to maintain a uniform look for the campaign. Co-Branding The primary configuration of the campaign logo can stand alone without the addition of a university logo. This is because of the clear presentation of the words Oklahoma State University. If the stacked configuration of the logo is used, it must be used in conjunction with a university logo to clarify OSU as Oklahoma State University. Also, the campaign logo should be the predominant logo on any piece of campaign-related collateral, fundraising or marketing support pieces. Colleges and units may include their logos as part of a design layout, but their logos must be secondary to the official campaign mark. Oklahoma State University S t y l e g u i d e 7

10 Primary Logo The logos of Oklahoma State University are registered trademarks and cannot be altered. Electronic files of official logos, wordmarks and nomenclatures can be obtained by contacting the trademarks and licensing administrator in the university marketing office. The primary and secondary configurations of the logo allow for flexibility of use in different media. Guidelines for correct use of the logos are included herein. The university marks (logos and wordmarks) are registered trademarks and cannot be altered. Four-color process version preferred for all applications Black-and-white screened version preferred for all applications Single-color version is appropriate when screened version is not suitable. Single-color version is also suitable for small applications of three-quarter inch or smaller. 8 Oklahoma State University S t y l e g u i d e

11 Primary Logo Color Configuration PMS 151 White (blank) Process Black PMS Cool Gray 5 PMS 166 Primary Logo Screened Value Configuration 20% screened value 45% screened value Black White (blank) Oklahoma State University S t y l e g u i d e 9

12 Primary Logo Two-Color Configuration PMS 166 (60% screen value) White (blank) Process Black Black (30% screen value) PMS 166 PMS, Pantone Matching System. PANTONE is a registered trademark of PANTONE, Inc. Minimum Clear Space Requirements The area surrounding the logo and signature must be equal to or more than ½ X, where X is equal to the total height of the O of the logo (see diagram below). The logo must not be placed close to distracting design elements and must not become part of a larger pattern or design element. The only exception is the use of the secondary type in division, campus and college wordmark configurations. 1/2 X 1/2 X X= the height of the O in the logo 1/2 X 1/2 X 10 Oklahoma State University S t y l e g u i d e

13 Campus Wordmark Campus Wordmark Configuration Center line STATE glyphs Loop space Non-printing character Depth of loop space Depth of STATE glyphs To achieve the best visual effect, add a non-printing character to each line of the campus nomenclature to center line compensate for the logo slant. Then, center each horizontal line along the vertical center line. Remove the non-printing character after centering. Center line STATE glyphs Loop space Non-printing character Depth of loop space Depth of STATE glyphs Oklahoma State University S t y l e g u i d e 11

14 Logo and College / Agency Wordmark 12 Oklahoma State University S t y l e g u i d e

15 Logo and College/Agency Wordmark Configuration Depth of loop space Depth of parallelogram COLLEGE OF Arts & Sciences /8 width of logo COLLEGE OF Arts & Sciences Approved fonts for College/Agency nomenclature are Helvetica Heavy Extended and Helvetica Light Extended Only HEAVY EXTENDED Light Extended Oklahoma State University S t y l e g u i d e 13

16 Academic Logo Below is OSU s academic logo. The academic logo was created by a faculty committee in The design visually restates OSU s dedication to the land-grant university mission. The logo s focal point is the land-grant triangle, which represents three primary components as scholarship, instruction and service. The 1890 marks the year OSU was established. OSU academic groups may request the academic logo if conditions are met, although the primary logo remains the preferred mark for all university units, events or activities. Conditions for academic logo use include departmental communications as well as exchanges between an OSU academic group and an exterior organization. It is also authorized for use by academic units on stationery and business cards. Logos may be sized appropriately for use. Care should be taken that the proportions are not altered. Also, color changes are not allowed. All logos and marks must be reproduced from official artwork available through the university marketing office or the trademarks and licensing office. The academic logo of Oklahoma State University is a trademark and cannot be altered. The standard and black-and-white configurations of the logo allow for flexibility of use in different media. Black-and-white version Standard version Noticeable differences between the academic logo and the system seal are shown below The system seal is for official documents only. System seal Academic logo Triangle text Triangle text Est. date System Est. date 14 Oklahoma State University S t y l e g u i d e

17 Nomenclature All communications materials published by Oklahoma State University, whether for internal or external audiences, must prominently display an approved nomenclature or logo. This includes stationery, brochures, invitations, direct mail, postcards, fliers, booklets, catalogs, case statements, posters, billboards, banners and other environmental graphics, advertising, websites, video, DVD, CD, film and PowerPoint presentations. When to use the nomenclature The logo is preferred for all applications. Either nomenclature should be used when the logo is not suitable. The logo and nomenclature should never be used together. The positioning statement should not be used with the nomenclature. The nomenclatures of Oklahoma State University are registered trademarks and cannot be altered. Electronic files of official logos, wordmarks, and nomenclatures are available from the trademarks and licensing office or the university marketing office. Primary nomenclature Secondary Configurations Oklahoma State University S t y l e g u i d e 15

18 Wordmark The university wordmark can be used as an alternative when the primary logo is not suitable. It should not be used in conjunction with the positioning statement. Four-color process version preferred for all applications. Black-and-white screened version preferred for all applications. Single-color version is appropriate when screened version is not suitable and for small applications of three-quarter inch or smaller. 16 Oklahoma State University S t y l e g u i d e

19 Official Color Palette OSU orange OSU light orange OSU gray Black S P O T C O L O R Pantone 166 Pantone 151 Pantone Cool Pantone Gray 5 Process Black F O U R - C O L O R P R O C E S S C 0% C 0% C 0% C 0% M 63% M 48% M 0% M 13% Y 100% Y 95% Y 0% Y 49% K 0% K 0% K 0% K 98% R G B C O L O R R 217 R 242 R 184 R 51 G 89 G 125 G 179 G 53 B 0 B 0 B 173 B 36 W E B - S A F E C O L O R FF6600 FF9900 CCCCCC PMS, Pantone Matching System. PANTONE is a registered trademark of PANTONE, Inc. Oklahoma State University S t y l e g u i d e 17

20 Stillwater, Oklahoma Stationery System The preferred layout of university letterhead, envelope, business card (front and back), and mailing label is shown below. University Marketing 121 Cordell North Stillwater, Oklahoma P F University Marketing 121 Cordell North Pistol Pete Director of Cowboy Spirit Mascot Office University Marketing 121 Cordell North Stillwater, Oklahoma P F pistol.pete@okstate.edu w w w. o k s t a t e. e d u University Marketing TO: Oklahoma State University 121 Cordell North Stillwater, Oklahoma #0000 Stationery suite shown at 60% of actual size. 18 Oklahoma State University S t y l e g u i d e

21 Letterhead use specifications Stationery suite shown at 60% of actual size. Oklahoma State University S t y l e g u i d e 19

22 Web Template This is OSU s new website template. It matches the theme of our updated edu page that has the latest tools and enhanced features to make our site more informative, compelling and enjoyable. It s a part of OSU s efforts to connect with, inform and inspire prospective students, current students, employees, faculty, alumni, the public and other key audiences. Any site that s part of the okstate.edu domain must use this template. For ease of use, it s available in Joomla, Dreamweaver and Razor. The layout can t change, but departments can supply their own content or work with university marketing to come up with their own. Also, it is imperative that departments ensure the information they provide online remains up to date and accurate. These days, the homepage is often the first place people go for information about OSU. These pages should be treated accordingly. 20 Oklahoma State University S t y l e g u i d e

23 Athletic Logos and Spirit Marks Oklahoma State University athletic identity elements and spirit marks are only for use by the iniversity s athletic department and university-sanctioned sports and spirit organizations. OSU s athletic spirit marks include the brand, the burning brand, the O series and the Pistol Pete image and mascot. The OSU brand and the O series wordmarks are the preferred identity marks for OSU Athletics. Official athletic materials must have at least one of the preferred marks. The Pistol Pete image may be used in addition to a preferred mark. While the athletic logos may be sized appropriately for the specific use, the proportions of their individual elements cannot be altered. They must be displayed in official colors. No other color applications are allowed. The OSU light orange color is only to be used as an accent to the standard orange. Athletic logos must be reproduced from official artwork available through the Office of Trademarks and Licensing. The athletic logos should never be used in place of the primary OSU logo and nomenclature in any academic application. Athletic logos should never be used to promote non-athletic related activities or entities. Primary athletic (brand) logo Oklahoma State University S t y l e g u i d e 21

24 The Athletic Brand Logo The logos of Oklahoma State University Athletics are registered trademarks and cannot be altered. Four-color process version preferred for all applications. Black-and-white screened version preferred for all applications. Single-color version is appropriate when screened version is not suitable. Single-color version is also suitable for small applications of three-quarter inch or smaller. 22 Oklahoma State University S t y l e g u i d e

25 Athletic Brand Color Configuration PMS 151 Process Black PMS Cool Gray 5 PMS 166 Athletic Brand Logo Screened Value Configuration White (blank) Black 20% Black (screen value) 45% Black (screen value) Athletic Brand Logo Two-Color Screened Value Configuration 60% PMS 166 (screened value) Process Black 30% Black (screen value) PMS 166 PMS, Pantone Matching System. PANTONE is a registered trademark of PANTONE, Inc. Oklahoma State University S t y l e g u i d e 23

26 Secondary Athletic Logo and Wordmarks The logos of Oklahoma State University Athletics are registered trademarks and cannot be altered. Four-color processes, two-color orange and black, and blackand-white versions are available for all marks. Burning Brand O State Block O Cowboys Cowgirls 24 Oklahoma State University S t y l e g u i d e

27 Pistol Pete The Pistol Pete icon can be used to represent the university on all materials where a spirit symbol is appropriate. The Pistol Pete icon should not take the place of the primary OSU or athletic logo as a first logo used in a publication. Oklahoma State University S t y l e g u i d e 25

28 Logos Unacceptable Use Examples Improper Color The logos, wordmarks and positioning statement should never be reproduced in any non-official colors. Distracting Backgrounds The logos, wordmarks and positioning statement should never be reproduced over backgrounds that overpower, distract, clash or have similar color values. Alterations The logo, wordmarks and positioning statement should not be altered, angled, stylized, outlined or distorted. Layered No portion of the logos, wordmarks or positioning statement should ever be obscured 26 Oklahoma State University S t y l e g u i d e

29 Expired Logos, Wordmarks and Seal Do not use the logo, seal or nomenclature pictured below. Please retire and update any logos or wordmarks that contain any of these elements. Note smaller-sized university and trademark symbol. These marks have been updated. The older versions shown here should not be used. Oklahoma State University S t y l e g u i d e 27

30 Typography Typography carries just as much importance to a successful identity system as the institutional marks. It should reflect the image of the organizations it represents. Through consistent use, the typography can identity the university independently of the wordmarks or logos. The two official fonts for OSU are Adobe Helvetica Neue Extended Std. and Agfa Monotype Sabon. The consistent use will establish a continuity of appearance that supports the proliferation of the OSU brand. Faces from these font families together or separately should be used for all university communications. Exceptions might include promotion of an event with a specific theme such as an art exhibit, musical event, social event or conference. You do not need to purchase Sabon or Helvetica Neue Extended for internal communications (such as memos and letters) printed on the laser printer. If you do not have Sabon, you may substitute Times or Times New Roman. If you do not have Helvetica Neue Extended, you may substitute Helvetica or Arial. H E L V E T I C A N E U E E X T E N D E D S T D Ok Helvetica Neue Extended Std font family includes various weights in both Roman and oblique faces. a b c d e f g h i j k l m n o p q r s t u v w x v z A B C D E F G H I J K L M N O P Q R S T U V W X V Z $ % & (., ; : #!?) 12 pt. Helvetica Neue Std Extended Light Adobe Helvetica Neue Extended Std, a modern sans serif font, was selected to create a harmonious relationship with the new mark. It works well for headlines and other display settings, but is not recommended for large blocks of text. Please Note: OSU is not licensed to use this font on a system-wide basis. Individual departments are responsible for purchasing the font. For information about purchasing or to confirm special exceptions for usage, call university marketing, (405) Oklahoma State University S t y l e g u i d e

31 S A B O N Ok The Sabon family is composed of regular, italic, bold and bold italic. Display weights and a small-caps version with old-style figures are also available from Abobe. Agfa Monotype Sabon, a serif typeface, complements Helvetica Neue Extended. Sabon is a recent design inspired by the 17th century face Garamond. a b c d e f g h i j k l m n o p q r s t u v w x v z A B C D E F G H I J K L M N O P Q R S T U V W X V Z 14 pt Sabon Roman $ % & (., ; : #!?) O K S T A T E U Ok a b c d e f g h i j k l m n o p q r s t u v w x v z A B C D E F G H I J K L M N O P Q R S T U V W X V Z 12 pt. OkSTATEu $ % &(., ; : #!?) The OkSTATEu font is a custom font created by the OSU marketing office. The font was designed to complement the OSU logo and wordmarks. The font comes in caps and smallcaps versions, numerals and standard punctuations. It is for display purposes only and should not be used for body copy. The font is property of Oklahoma State University and is available to all OSU units. Entities outside of OSU must obtain a use license from the Office of Trademarks and Licensing. Oklahoma State University S t y l e g u i d e 29

32 Editorial Style OSU follows the Associated Press style with only a few exceptions. Buying the most recent edition of the Associated Press Stylebook and keeping it for handy reference will prevent spills down most slippery stylistic slopes. Exceptions to AP Style: AP style calls for the use of quotation marks for all titles. OSU italicizes the titles of books, movies, television shows, the names of paintings, boats, airplanes and other large standalone works and uses quotation marks around the titles of smaller works such as poems, song titles, articles or chapters. AP style says Web site is written as two words and capitalized, but OSU uses website as the standard form for the individual sites, as do many new dictionaries, including the American Heritage and the Concise Oxford Dictionary. OSU continues to follow AP in the use of online and and in the capitalization of World Wide Web, the Web and the Internet. However, OSU breaks with AP style to use homepage instead of home page. Common stylistic errors: Overcapitalization Following AP style, OSU does not capitalize academic departments and campus offices unless they contain a proper noun or unless they are part of the official name. Examples: The department of history; the purchasing department; the department of English; the Oklahoma State University Department of Chemistry; the office of the president; Office of Natural Resources; the university; Oklahoma State University. Capitalize formal titles (those that indicate authority, usually governmental) used before a name. Lowercase titles set off by commas and titles that refer to occupation. Examples: The club president, Biggsby, brandished the gavel. President Biggsby cultivated a relationship between OSU and other countries. Students enjoyed professor Biggsby s classes. Biggsby, MAX professor of genetics and chair of the department, taught two generations of OSU students. (Note: It s not disrespectful to lowercase titles. Plus, names are easier to read without them.) 30 Oklahoma State University S t y l e g u i d e

33 The proper names of endowed chairs, however, are capitalized on first reference: The V. Brown Monnett Chair in petroleum geology, the Bryan Close Professor in human development and family science, the Hannah D. Adkins Endowed Chair for political science and government information. Passive Construction Active sentence structure places the subject in the subject position. Passive voice lengthens and confuses the sentence by using phrases to move the subject after the verb. Examples: Biggsby was appointed director by the committee (passive). The committee appointed Biggsby director (active). The Biggsby study was awarded a $1 million grant from the National Science Foundation (passive) The National Science Foundation awarded the Biggsby study a $1 million grant (active). Pronoun Reference Pronoun reference problems occur when the pronoun doesn t agree in number with the noun it references. Examples: The department listed a job opening in their accounting office (incorrect: the department is singular) The department listed a job opening in its accounting office (correct). Academic Degrees Use an apostrophe in master s degree. Doctorate is the preferred when noting a degree held. Wayward Modifiers Place descriptive words and phrases close to the word described to avoid confusion. Examples: Biggsby ran after the bus dragging the bag on the pavement (incorrect if Biggsby is dragging the bag; correct if the bus is dragging the bag). Biggsby walked to the bus on the cell phone (incorrect). Talking on the cell phone, Biggsby walked to the bus (correct). Oklahoma State University S t y l e g u i d e 31

34 Tips to ease the way: 1. One space between sentences. We know your typing teacher told you two, but for the purposes of layout, one is enough. 2. One thought per paragraph. Longer paragraphs appear to take up entire columns when dropped into a layout. 3. Numbers one through nine are spelled out. At 10, they turn into numbers. 4. When you use that, read the sentence again and imagine it without it. Chances are you don t need it. 5. Don t be afraid to use contractions. Again, we re not formal. Contractions help your writing sound conversational, i.e. it makes your voice actually sound like one. Marketing writing isn t academic writing, after all. 6. Space and attention are limited, so get right to it. And remember the Five W s Who, What, When, Where and Why. The first sentence, the lead, should tell your reader exactly what to expect from the story without history. 7. End-of-the-sentence punctuation and commas go inside quotation marks. 8. Use commas respectfully they really aren t the punctuation for every situation. Sentences do not require several sprinkled about for effect. 9. When you start chaining together prepositional phrases at the end of sentences, make sure you really need them. 10. Use the ellipsis and dash sparingly. Ellipsis ( ) indicates omitted words. The dash ( ) indicates an abrupt change or sets off a phrase already dripping in commas. The best advice after Consult AP : Reread your writing aloud. If it s bad, it ll sound stilted and artificial. When you finish, if you can, put it aside for a day, then read back through it. Root out words you don t need, such as redundancies and hyperbole, and delete them. Resources to help besides AP: Editors at university marketing are available to help. Don t hesitate to call, (405) Not everyone is or should be a word geek. 32 Oklahoma State University S t y l e g u i d e

35

36 University Marketing 121 Cordell North universitymarketing.okstate.edu