Graphic Identity Guide & Style Guide For questions about this guide, contact: Cher Ravenell Publications Specialist 716.829.7814 The D Youville College Graphic Identity Guide & Style Guide is a document of college standards to ensure consistency, clarity, and proper writing etiquette in all correspondence and publications produced by members of the college community. The guide highlights frequently asked questions and mistakes, and is to be used in conjunction with normal style, capitalization and punctuation rules. The college follows The Associated Press Stylebook-recommended guidelines. There also is a section in the guide on issues that are D Youville-specific. We see this as a developing document, with future additions and amendments expected.
Never recreate the D Youville logo. Do not stretch the logo. The college logo/seal should never have a circle that appears smashed or elongated in any way. To know if you are in proportion the seal area of the logo should appear as a circle. Logo Artwork This is the most current version of the D Youville logo and variations for its use. The D Youville College logo should appear in all college advertising with its tagline of Educating for Life. As it appears on a white background: As it appears on a red background: Do not use outdated logos. The college logos can be downloaded from the publications office public folder. A logo with a red seal should never appear on a red background. or or
As it appears on a black background: D Youville can appear apart from the seal with or without college: or
Never recreate the D Youville seal. The college seal is not a stand alone item on external promotional items. Please remember, unless you a member of the college community, the seal does not make sense if appears alone without signifying the school s name. College Seal This is the most current version of the D Youville seal. As it appears on a white background: As it appears on a red background: Do not stretch the seal. The college seal should never have a circle that appears smushed or elongated in any way. To know if you are in proportion the seal area of the logo should appear as a circle. Do not use outdated seal especially any seals with scalloped edges. The college logos can be downloaded from the publications office public folder. A red seal should never appear on a red background. As it appears on a black background: As it appears on a red background:
College Colors The official college colors are red and white. Complimentary colors used for print are black, taupe and blue. The college logo or seals should not appear in any other colors than the ones specified. D Youville Red: PANTONE 199 CMYK 0/100/62/0 RGB 237/23/79 BLACK WHITE PANTONE 199 + 20% black Complimentary Color Taupe: PANTONE 7529 CMYK 0/4/12/17 Complimentary Color Blue: RGB 217/207/192 D Youville College colors are red, white and black. Complimentary colors are taupe and blue but only as specified on the left. These colors are not stand alone colors nor are they to replace the official school colors. PANTONE N/A CMYK 66/7/0/0 RGB 48/183/235 The college red should not be diluted in any way or appear in screened color. Up to 20% black may be added to the red.
College Fonts Gotham & Archer are the primary fonts for all print communications. Due to licensing constraints, the Gotham or Archer font can be purchased online directly from the type foundry Hoefler & Frere-Jones. Other fonts can be used but a san serif font such as Arial is preferred. Gotham should be tracked at -40 and should be used for text of documents. The text of documents should not be larger than 11 pt (10pt preferred). Gotham may be used for headers but Archer is the preferred font for larger type. If Gotham is used for headers, tracking should be increased. Archer s vertical scale should be increased to 110%. Gotham Light Gotham Light Italic Gotham Book Gotham Book Italic Gotham Medium Gotham Medium Italic Gotham Bold Gotham Bold Italic Archer Light Archer Light Italic Archer Book Archer Book Italic Archer Medium Archer Medium Italic Archer Semibold Archer Semibold Italic Archer Bold Archer Bold Italic
Correspondence Business Letter Month Day, Year Addressee s Name Title Company or Office Name Number and Street City, State Zip Salutation: This letter demonstrates the recommended typing format for all correspondence using a standard letterhead. Letters should be written using the font Gotham, which is the official college typeface. Arial may be used as a substitute. A one-inch top and bottom margin should be set for the letter. The body of the letter aligns flush left. You may justify the right margin or leave it ragged. The date begins the letter. It should be typed nine lines down from the top of the page margin to align horizontally with the address line of the D Youville logo in the right margin. Feel free to adjust the position of the date to accommodate longer or shorter letters. The addressee s name, title, company, etc. follow two line spaces after the date. The salutation appears two lines below the address. The body of the letter begins two lines below the salutation using single spacing between lines and double spacing between paragraphs. There are no indentations. A double space separates the body of the letter from the complimentary close, with four lines to the name of the sender. Complimentary close, Name of Sender Title of Sender Initials cc:
Points of Style Abbreviations 1. Abbreviate the following titles when used before a full name outside direct quotations: Dr., Gov., Lt. Gov., Mr., Mrs., Rep., the Rev., Sen. All Grey Nuns of the Sacred Heart should have the title (Sister) spelled out before their name and GNSH should appear after their full name. For example, Sister Denise A. Roche, GNSH. Abbreviation to Sr. is not acceptable. In instances where a Grey Nun has earned a higher terminal degree, it should appear after GNSH. Example, Sister Denise A. Roche, GNSH, Ph.D. 2. Abbreviate junior or senior after an individual s name. Do not precede by a comma. 3. Abbreviate company, corporation, incorporated, and limited when used after the name of a corporate entity. Do not precede by a comma. 4. Use the abbreviations A.D., B.C., a.m., p.m.: in 450 B.C. at 9:30 a.m. The abbreviations are correct only when used with figures. Academic Degrees 1. If mention of a degree is necessary to establish someone s credentials, the preferred form is as follows: John Jones, who has a doctorate in psychology. All degrees such as doctor of psychology, bachelor of science and master of nursing science are not capitalized. 2. Use an apostrophe in bachelor s or master s degree. They are never capitalized. 3. Use such abbreviations as B.A., M.A., M.N.S., and Ph.D. only when the need to identify many individuals by degree on first reference would make the preferred form cumbersome. Use these abbreviations only after a full name never after just a last name.
4. Do not precede a name with a courtesy title for an academic degree and follow it with the abbreviation for the degree in the same reference: Wrong: Dr. Sam Jones, Ph.D. Right: Dr. Sam Jones, a chemist The only exception to this rule is for clergy members. Examples include: Sister Denise A. Roche, GNSH, Ph.D. Academic Departments Use lowercase except for words that are proper nouns or adjectives; the department of history, alumni office, the English department or when the department is part of the official and formal name of the college such as: D Youville College School of Nursing D Youville College School of Pharmacy Acronyms 1. Some organizations and government agencies are widely recognized by their initials: CIA, FBI, GOP 2. Follow an organization s full name with an abbreviation or acronym in parentheses for the first time it appears in text. The second and subsequent times the organization name appears, the abbreviation or acronym should be used. Physical Therapy (PT) Information Technology (IT) 3. Omit periods when using acronyms, unless the result would spell an unrelated word: U.S. NAACP S.T.A.R. USPS alphabetizing names When alphabetizing individuals with multiple last names, the person should be alphabetized according to the last name that appears in a series of names. When a last name is hyphenated, the person should be alphabetized by the first name of the hyphenated name.
Alumni Address 1. When referring to a graduate or alum of D Youville, the name should be written as: Mary Brown 90, without a comma between the last name and the class year. 2. If the graduate has more than one degree from the college, it should be written: Mary Brown 90, 01 with a comma separating the years. If the degree is a terminal degree, Mary Brown, Ed.D., 90, 01, the degree should appear before the class years. If the graduate has earned an additional degree from a college other than D Youville, do not include unless it is a terminal degree or a medical degree such as Mary Brown 90, Ph.D. The Ph.D. should be after the class year because the degree was not earned at D Youville. 3. If the graduate lists her name with her or his spouse, it should be listed as such: Mr. and Mrs. Mary Brown 90 Smith and should follow the rules from Courtesy Titles. Ampersand Ampersand cannot be used in place of and unless it is part of a company s formal name or part of a title. Annual Annual cannot be described as annual unless it has been held in at least two successive years. Do not ever use the term first annual. Capitalization 1. Capitalize college when referring to D Youville College but DO NOT capitalize college when referring to the college not preceded by D Youville and its programs: The arts and sciences are very important to D Youville College. vs. The arts and sciences are very important to the college. 2. Do not capitalize academic titles: professor of history Dr. David Kelly director of public relations D. John Bray Ron Dannecker, director of international admissions
3. Do not capitalize titles when they appear without a name: The project was coordinated by the director of annual giving. 4. Do not capitalize names of departments: math and natural sciences department English department business department or department of math and natural sciences department of English department of business But, capitalize the schools within D Youville: School of Nursing School of Pharmacy 5. Do not capitalize specific features of D Youville s own curriculum: fall semester and spring semester or first-year semester But capitalize college-sponsored events when used by their official name: Homecoming Weekend Honors Convocation D Youville Commencement Exercises When these same events are not used by their official name they must not be capitalized: This weekend is homecoming. I m attending honors or Are you going to the convocation? I cannot wait until commencement. 6. Do not capitalize board of trustees, trustee or dean: The board of trustees meets in May. Mary Donovan has been a trustee since 1991. Dr. Stoehr is the dean of the School of Pharmacy. But as a title: Trustee Raymond C. Stevens Dean Lewis
7. Do not capitalize first year student, sophomore, junior, or senior when referring to individuals, but do capitalize name of organized entities: Class of 1992, the Junior Class 8. Do not capitalize academic degrees: John Jones, who has a doctorate in psychology 9. Buildings: All buildings must be capitalized when used formally. Examples are Koessler Administration Building, College Center, Niagara Street Annex, Montante Family Library. Shortened versions of building names should not be capitalized. Examples are: I am walking to the administration building. My office is located in the library. 10. Offices are not capitalized: student activities office president s office health center or health office office of admission Exceptions to this rule include: Campus Ministry Learning Center Connections Higher Education Opportunity Program Upward Bound Nursing Workforce Diversity Program The Kavinoky Theatre School of Nursing School of Pharmacy International Student Office 11. Not capitalized: alma mater alumni dean s list 12. All committees of the college are not capitalized and are never abbreviated.
Courtesy Titles 1. In general, do not use the courtesy titles Miss, Mr., Mrs., or Ms. on first reference. Instead, use the first and last names of the person: William Smith Nancy Smith 2. Do not use Mr. in reference unless it is combined with Mrs.: Mr. and Mrs. William Smith 3. For married women who share their husband s last name, the preferred form on first reference is to identify a woman by her own first name and her husband s last name: Nancy Smith Use Mrs. on first reference only if a woman requests that her husband s first name be used or her own first name cannot be determined: Mrs. William Smith 4. The first reference to a clergyman or clergywoman normally should include a capitalized title before the individual s name. In many cases, the Rev. is the designation that applies before a name on first reference. When referring to the Bishop of Buffalo, the first time his name appears it should read: Most Reverend Edward U. Kmiec. Additional appearances of his name, he can be addressed as Bishop Kmiec. 5. Use the Rev. Dr. only if the individual has an earned doctoral degree (doctor of divinity degrees frequently are honorary) and reference to the degree is relevant. 6. When referring to a married couple, both of who hold doctoral or medical degrees, the preferred form of address is as follows: Drs. Nancy and William Smith The husband s name should appear with the last name together. His wife s name should appear before his following the ladies first rule. 7. When referring to a married couple, one of who holds a doctoral or medical degree, the preferred form of address is as follows: Dr. Sarah Jones and Mr. Michael Jones Mrs. Anne Reynolds and Dr. Robert Murray Dr. and Mrs. Sam Carpenter
8. When referring to individuals who have received an honorary doctorate degree from D Youville College, Dr. should NOT appear before their name. Names should be treated as alumni address with a designation showing the degree earned was honorary. Arnold B. Gardner (Hon.) 09 9. When referring to a Grey Nun, do not abbreviate Sister before her name and always use GNSH after the name. There are not exceptions to this rule. If a Grey Nun is an alum, her class year should appear after the GNSH designation. 10. When referring to the current president of the college, her name should be spelled out formally, Sister Denise A. Roche, GNSH, Ph.D. She does not use her class year after her name despite having graduated from D Youville College. Dates Always use Arabic figures without st, nd, rd or th. Diseases Do not capitalize arthritis, emphysema, leukemia, pneumonia, etc. When a disease is known by the name of a person identified with it, capitalize the individual s name, Alzheimer s disease, Parkinson s disease, etc. Emeritus This word often is added to formal titles to denote that individuals who have retired retain their rank or title. When used, place emeritus after the formal title, in keeping with the general practice of academic institutions, Dr. Joseph Grande, professor emeritus of history. Federal The word federal should be lower cased when used as an adjective such as federal grant, federal assistance or federal court. It should be capitalized when used in a formal name such as Federal Trade Commission.
Mass It is celebrated, not said. Always capitalize. Midnight/Noon Do not put a 12 in front of either of these times. It is either 12 a.m. or 12 p.m. or midnight or noon, but not 12 midnight or 12 noon. Numerals 1. Spell out numbers zero through ten. Use figures for numbers 11 and over. The Koessler Administration Building has four floors. D Youville College offers 32 majors. 2. A mixed sentence should use consistency. For a sentence that requires you to use multiple forms of number, such as: four floor, twenty-six classrooms, 52,000 square feet of space The sentence should say: The building has 4 floors with 26 classrooms and 52,000 square-feet of space. 3. When large numbers must be spelled out, use a hyphen to connect a word ending in y to another word: thirty-one or seventy-nine 3. Do not use commas between other separate words that are part of one number: one thousand one hundred fifty-five one million two hundred seventy-six thousand five hundred eighty-seven 4. Spell out a numeral at the beginning of a sentence, with one exception--a numeral that identifies a calendar year: Seven hundred people were in the church. 1992 was a very good year. 5 Figures or words: spell out first through ninth when they indicate sequence in time or location: first base the first floor of KAB or the third floor of ALT Do not abbreviate 1 st, 3 rd
6. Starting with 10th, use figures except for dates. Always use formal dates: May 25, not May 25 th. 7. Use figures when referring to age: The boy, 7, has a sister, 10. The woman is in her 30s. 8. When dealing with time, use figures except for noon and midnight. Use a colon to separate hours from minutes: 11 a.m. not 11:00 a.m. 1 p.m. not 1:00 p.m. 3:30 p.m. Ontario Do not abbreviate. Room Always spell out room when referring to an office on campus. Connections, BFAC, Room 200 States 1. Spell out the names of the 50 U.S. states when they stand alone in textual material. 2. Use New York state when necessary to distinguish the state from New York City with the word state lower case. 3. Use the state abbreviations in conjunction with the name of a city, town, village, or military base: D Youville College is located in Buffalo, N.Y. They visited the zoo in San Diego, Calif. 4. In a sentence, a comma should be used after the city and the state. Example: I have lived in Buffalo, N.Y., for the past fifteen years or The weather in New Orleans, La., was muggy.
The following are abbreviations for the 50 U.S. states and U.S. territories: Alabama Ala. Arizona Ariz. Arkansas Ark. California Calif. Colorado Colo. Connecticut Conn. Delaware Del. District of Columbia DC Florida Fla. Georgia Ga. Hawaii (no abbreviation) Idaho (no abbreviation) Illinois Ill. Indiana Ind. Iowa (no abbreviation) Kansas Kan. Kentucky Ky. Louisiana La. Maine (no abbreviation) Maryland Md. Massachusetts Mass. Michigan Mich. Minnesota Minn. Mississippi Miss. Missouri Mo. Montana Mont. Nebraska Neb. Nevada Nev. New Hampshire N.H. New Jersey N.J. New Mexico N.M. New York N.Y. North Carolina N.C. North Dakota N.D. Ohio (no abbreviation) Oklahoma Okla. Oregon Ore. Pennsylvania Pa. Rhode Island R.I. South Carolina S.C. South Dakota S.D. Tennessee Tenn. Texas (no abbreviation) Utah (no abbreviation) Vermont Vt. Virginia Va. Washington Wash. West Virginia W.Va. Wisconsin Wis. Wyoming Wyo. For Canada, Montreal, Ottawa, Quebec City and Toronto stand alone in datelines. For all other datelines, use the city name and the name of the province or territory spelled out. Telephone numbers 1. All college telephone numbers should be written 716.829.7814 with periods appearing between sections. 2. Due to the proximity to the next area code and another country, the area code should always appear with telephone numbers
Punctuation Included is a list of most commonly used punctuation guidelines. For more on punctuation marks and how to use them, we refer you to the most current edition of The Associated Press Stylebook s section on punctuation. Apostrophe 1. Use an apostrophe to show omitted letters: Tis the season to be jolly. I ve, it s, don t However, the possessive form of its does not require an apostrophe. The family used its car to tow the boat. 2. Use an apostrophe when referring to a class year: the Class of 62. The apostrophe should appear in reverse form 3. Add s to plural nouns not ending in s: the alumni s contributions women s rights 4. Add only an apostrophe to plural nouns ending in s: the girls toys the horses food 5. Use an apostrophe with a plural noun that has singular meaning or with the formal name of a singular entity: mathematics rules General Motors profits 6. Add s to singular nouns not ending in s: the college s faculty the car s engine 7. Add only an apostrophe to singular proper names ending in s: Dickens novels Jesus life
Colon The most frequent use of a colon is at the end of a sentence to introduce lists, tabulations, texts, etc. 1. Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence: He promised this: The city would lead the way in environmental planning. But: There are three considerations: expense, time and feasibility. 2. Colons go outside quotation marks unless they are part of the quotation itself. Comma 1. Do NOT use a comma before and/or in a simple series: red, white and blue animal, vegetable or mineral 2. Use a comma before the concluding conjunction if an integral element of the series requires a conjunction: I had orange juice, toast, and ham and eggs for breakfast. 3. Use a comma to separate a series of adjectives equal in rank. If the commas could be replaced by the word and without changing the sense, the adjectives are equal: a thoughtful, precise manner a dark, dangerous street 4. Use a comma to introduce a complete, one-sentence quotation within a paragraph: David said, I enjoyed my experience in New Orleans. But use a colon to introduce quotations of more than one sentence: David said: I enjoyed my experience in New Orleans. I spent ten days immersed in helping the victims of Hurricane Katrina. It was the best part of my D Youville career. 5. Use a comma for most figures higher than 999. The major exceptions are: street addresses, broadcast frequencies, serial numbers, telephone numbers and years: 1,152 1234 Porter Avenue 1460 kilohertz 1993 6. Commas always go INSIDE the quotation marks: The event was a resounding success, said John.
Ellipsis (...) 1. Treat an ellipsis as a three-letter word, constructed with three periods as shown above. 2. Use an ellipsis to indicate the deletion of one or more words in condensing quotes, text and documents. Be especially careful to avoid deletions that would distort the meaning. 3. If the words that precede an ellipsis comprise a grammatically complete sentence, place a period at the end of the ellipsis. Follow the ellipsis with a regular space and then a period: I have always tried to do what was best for the nation.... However, it has become evident to me that I no longer have a strong enough political base in Congress. 4. When a question mark, exclamation point, comma, or colon is called for, the sequence is word, punctuation mark, regular space, ellipsis: Will you come?... 5. When material is deleted at the end of one paragraph and at the beginning of the one that follows, place an ellipsis in both locations. The exception is, do not use ellipses at the beginning and end of direct quotations. Semicolon 1. Use semicolons to separate elements of a series when individual segments contain material that also must be set off by commas: I had to speak to Dr. Arup Sen, vice president for academic affairs; Ed Johnson, vice president for financial affairs; and Butch Murphy, vice president for student affairs and enrollment management. Note the semicolon is used before the and in such a series. 2. Use a semicolon when connecting two complete sentences with one complete thought. The question is provided by the teacher; the answer comes from the student. 3. Place semicolons outside quotation marks. Question Mark 1. Question marks always go at the end of a direct question: Did you attend class today? 2. Do not use question marks to indicate the end of indirect questions: He asked who went to class today.
3. The question mark goes inside or outside the quotation mark, depending on the meaning: Who wrote The Color Purple? He asked, Where will the entrance exam take place? 4. The question mark replaces the comma that normally is used when identifying the speaker of a quotation: Who is going on the field trip? she asked. Quotation Marks 1. The period and comma always go INSIDE the quotation marks. 2. The colon should be placed outside the quotation mark. 3. The semicolon should be placed outside the quotation mark. 4. Place the exclamation point or question mark inside the quotation mark when it is part of the quoted matter; outside if it is not. 5. For quotations within quotations, alternate between double quotation marks and single marks: She said, I quote from his letter, I agree with Kipling that the female of the species is more deadly than the male, but the phenomenon is not an unchangeable law of nature, a remark he did not explain. 6. Use three marks together if two quoted elements end at the same time: He said, She said, New Orleans was an exciting experience. 7. If a full paragraph of quoted material is followed by a paragraph that continues the quotation, do not put closequote marks at the end of the first paragraph. Do, however, put open-quote marks at the start of the second paragraph. Continue in this fashion for any succeeding paragraphs, using close-quote marks only at the end of the quoted material. Web-based Terms 1. Internet is capitalized always. 2. E-mail is a hyphenated word. 3. Website is always one word with the word web not capitalized. 4. Online is not two words, on line, or hyphenated, on-line
Points of Style D Youville Specific Included is a list of most commonly used D Youville-specific style guidelines. For more about specific points of style, contact the communications and publications office. Written Style 1. When referring to the college in generic terms, it is always lower case except when used in its formal version: D Youville College 2. Capitalize all building names: Bauer Family Academic Center Koessler Administration Building Dr. Pauline Alt Building 3. Place the name of the facility or room before the name of the building: Blue Lounge, College Center Madonna Lounge, Madonna Hall Boethea Room, Koessler Administration Building 4. Place the office or department name and/or the room number before the name of the building: Office of Admissions, D Youville Academic Center, Room 101 5. D Youville students live in residence halls, not dormitories. 6. Phone numbers with area codes should be written as 716.829.7814 not (716) 829-7814 nor 716: 829-7814 7. E-mail, not email Internet, not internet Voice-mail, not voicemail webpage or website, all one word, lower case
8. When using dashes, the following is the preferred style: Small classes two thirds of our courses are taught to groups of 20 or fewer enable professors to know their students well. 9. Whenever possible, use gender-neutral language. For example, instead of chairman, use chair or chairperson. Using the plural is one way to avoid sexist language. Wrong: Each student has his own story to tell. Right: All students have their own stories to tell. 10. Fundraising: use this form even though spell check may reject it. 11. Geographic Locations: It s Western New York, in the Northwest. 12. Health care: Use this form even though spell check may reject it. Do not use as one word and the words are not hypenated. Advertising Guidelines Departments or offices in need of creating advertising should contact the public relations office. Content for the ad should be submitted for proofing and editing and then processed for purchase order through the purchasing office.