the no-sweat guide to branding

The No-Sweat Guide toBranding Standards

Contents

Introduction _________________4Arriving at the brand _________ 4The SNHU Brand ____________5Contact information _________ 6Publications ______________ 7

The Myths___________________ 8

Publication Process _____________ 9Let’s get down to it__________ 9The last word on the. . .words ___ 10Timing is everything _________ 11A note on priorities _________ 12

Down to the nitty-gritty___________ 13Typography ______________ 14Stationery _______________ 15

Sample letter _________ 16Sample envelopes _______17Business cards ________ 18

Logos__________________ 19Formats ____________ 19Clear zone___________ 20Sizing______________ 20Incorrect usage ________21Background control ______22Department names ______23Athletic ____________ 24

Colors _________________ 25

The Words _________________ 27

Southern New Hampshire University Branding Standards | 2

Contents

The SNHU Web Site ____________ 33

Style guidelines & the Web _____ 34Implementing the brand ___34Web requests _________34Timelines for Web requests _34

Text copy & the Web _________ 35

Text formatting & the Web _____ 35Color & the Web________35Typography/fonts & the Web_35Tables & the Web _______35

File assets & the Web ________36File names ___________36Images & the Web_______36SNHU logos & the Web ____36Document mgmt. & the Web _36External URLs _________36

Page layout & the Web________37Reusing content ________37Navigation ___________37


Introduction

Arriving at the brand

In the fall of 2003, the university undertook an in-depth exercise to arrive at a brand identitythat would translate the essence of Southern New Hampshire University in all forms ofmarketing, from print publications to display and broadcast advertising to the Web.

The goal was to unite our marketing messages in a simple and authentic manner whileremembering that the most effective marketing is profound in its simplicity and the mostauthentic messages tell the truth.

What we uncovered through independent observation and interviews with students, faculty andstaff should have come as no surprise:

This is a university that cares deeply about and is motivated by student success.

The essence of Southern New Hampshire University is:Learning without limits– No limit on what you can do– No limit on what you can be– No limit on what you can achieve

Transformation:– Elicitation of change– Creative differentiation– Real-life application of knowledge

The best way to communicate this is to tell the stories of our students, teachers, employees andalumni. They are the true marketers of Southern New Hampshire University. Their stories arecompelling and honest.


Introduction

The SNHU brand

The brand character is the personality we want to convey in all communications, visual orverbal. It is the embodiment of how we want to be perceived.

The university’s brand character statement further illustrates the essence of learning withoutlimits and transformation:

At Southern New Hampshire University, we believe there are no limits on what you can do, what you can beor what you can achieve.

Additional brand attributes:– Go-getters go here– Creative– Teamwork– Accomplished– Innovative– Energetic– Friendly– Relentless

The SNHU brand is based on its brand essence, brand promise and brand attributes. Thisleads us to the positioning statement:

“Southern New Hampshire University goes the extra mile. So you can too.”

The brand must be communicated consistently to be effective. This guide will serve as a roadmap to follow when working with the graphic elements of the branding or delving into the Website. Inside you will find simple information and a list of people who are ready to help you withany questions.


Introduction

The first part of this guide explains how to apply graphic standards from logo application touse of brand colors in printed communications materials. The second section does the same forthe new Web site. No guide can answer all of your questions. Here are the people who can.

Contact information

Publications

All publication project/process questions Phaedra SchmidtIntegrated Marketing Project [email protected]

All word related questions Michelle DunnAssociate Director of Marketing and [email protected]

The look, see and feel questions Jason MayeuDirector of Creative [email protected]

The Web

All Web related questions Curtis KimballDirector of Web [email protected]

All Web related questions Jason AllgireAssistant Director of Web [email protected]


Introduction

Publications

Southern New Hampshire University has adopted a new graphic identity – a new look that will be usedfor all publications, letterhead, business cards, the Web site, etc. This includes the new logo and tagline (Gothe extra mile), colors, layout, photos and more. These graphic standards were created to fosterawareness of and recognition for the university.

All university/department/office publications must be “in brand,” even if they are produced by an outside vendor.The Marketing and Communications Division will determine with you if an outside vendor isneeded to produce a piece. We have a list of approved vendors and will be happy to help selectone that will meet your needs. Publications produced by outside vendors will go through andbe reviewed by the Marketing and Communications Division prior to final printing.


The Myths

Let’s begin with a few misconceptions that we hear on a regular basis:

1. I am hosting an event/ introducing a new program, and I need a brochure!You might, but there might be a better way we can assist you. The best thing to do iscontact marketing well in advance of your event/program roll-out to allow time fordiscussion and planning. Talk to us about your goals and the people you are trying toreach. There may be other tactics we can use that would better suit your needs (and costa lot less!!) These can include news releases, program sheets, SNHU News/CampusWeekly/Web site announcements, online events calendar postings, news releases, etc.

2. I can’t talk to the Marketing Division about my publication until I have every detail nailed down.FALSE!!! While we need basic information to get started, we can wait for some of thedetails, such as dates and times or prices. Too often people wait until the last minute torequest a publication. Planning, creating, proofing and printing take time, even for smallpieces. Since we service the whole university, our project list is pretty full, so squeezing inlast-minute requests can be a real challenge. Call us as soon as you think you need apiece, no matter how small.

3. I can create my own brochure on my desktop.While this may be true, we only ask that you run your project by us. It can take a shortamount of time to help you keep your project in brand. Thanks.


Publication Process

Let’s get down to it

Every publication should have a goal, a target market and a means of measuring its success.Whether you are reprinting a current publication, redesigning an old publication or creatinga new publication, it’s very important that your project is included on the project list. Pleasecall to schedule an appointment with the Marketing and Communications Division.

Getting readyThe Marketing Division will ask you three key questions to better understand your goals for a proposed publication.1. What is the key goal for this proposed publication? In other words, what is the desired result?

Ex: drive inquiries; introduce a new, unique program; inspire donors to write a check; etc.

2. Who is your primary audience? (ex. alumni and friends of the university, inquiring undergraduateday students and their parents, adult learners, etc.)

3. How will you measure the effectiveness of the publication? (BRC cards returned, e-mails,phone calls, Web site visitors, etc.)

Once these questions are explored, we will need answers to the following:1. What is your budget for this piece?

2. When is your event taking place/program being launched? When do you want your piecedelivered?

3. How will the piece be mailed (envelope size, bulk mail, first class, self-mailer)? This willdepend in part on the size of your piece and your postage budget. The publications officecan help you understand your options.

4. Is your copy ready? Is all of the information accurate? Do you need the publications officeto write the copy for you? (This will help us create a production timeline for the piece.)

5. How many will you need printed?

6. Is there another contact/office that should be involved with the production of this publication?


Publication Process

The last word on the … words

If you are providing the copy:1. Please make sure it is complete and accurate. Double check the facts: names, dates, phone

numbers, places, times, dollar figures and addresses.

2. Do not submit TEXT IN ALL CAPS. It is HARD TO READ and will have to be RETYPED.

3. Please proofread, particularly for content errors. We will proofread as well, but you knowyour area better than we do. For example, we won’t know if a new course name is correct.

4. If someone else has to approve the content, please get that approval before you submit yourcopy. Beginning to lay out one version of copy while others are making changes to anotherversion is a great way to introduce errors and slow down the process.

5. If you are producing your copy, please reference the style section in the back of this guideto help you avoid some common mistakes.


Publication Process

Timing is everything

The most common hiccup when planning a publication is failing to understand the time involved.If you ask the Marketing and Communications Division to produce, for example, an invitationtwo weeks before your event, it’s too late.

Missed deadlines will negatively impact your timeline and could result in a project beingpostponed by the Marketing and Communications Division or the printing company.

A standard brochure typically takes 35 to 50 working days. A viewbook or other large,multicolored publication typically takes 55 to 70 working days. Printers typically need 10 to15 working days to print a piece.

Sample production time guideline: (time expressed in work days)

Production Stage Small Jobs Large JobsFlyer/brochure/invites Viewbooks/catalogs4 or 6 panels folded 16 pages/4-color

Writing copy 5-10 days* 15-20 days*

Editing copy 3 days* 5 days*

Design, art work, photography, mechanicals 10-15 days 15-20 days

Typesetting 5 days 5 days

Proofreading and changes 2 days* 2 days*

Printing, binding, folding, delivery 10-15 days** 13-18 days**

Total work days 35-50 day 55-70 days

* depends upon author, content and size of publication.** special bindery techniques such as foil stamping, die-cutting or embossing will require anadditional 5 work days.


Publication Process

A note on priorities

Because of the growing number of publications produced each year, it has become necessary tofocus first on those that support the goals in the university’s strategic plan. At the top of the listincludes those that are produced for admission/recruitment at all levels and for all divisions,institutional marketing and advertising, the president, Institutional Advancement, AcademicAffairs, Student Affairs and the alumni office.

We can recommend outside designers who are well versed in our branding standards.


This section includes details aboutuniversity stationery and business cardsand proper use of the university logoand seal, university colors, the Penmenathletic symbols and fonts.

Down to the nitty-gritty


Typography

University FontsThe new fonts have been installed on all university staff and faculty computers on campus.

Franklin Gothic Extra Condensed has been chosen for our headline font. Captions, headlines,sidebars and highlighted materials use this font.

Franklin Gothic Extra Condensed

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

1234567890

Bodoni Book is the preferred font for our body text. Do not add a drop shadow to text.

Bodoni Book

A B C D E F G H I J K L MN O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

1234567890Southern New Hampshire University Branding Standards | 14


Stationery

LetterheadLetters written on institutional stationery send a powerful message, both about the writer andthe university. Because they are official university representations and because all units of theuniversity exist through the larger entity, a standard format has been developed for universitystationery in full 8.5 x 11 sizes. All offices must use this stationery format. Bodoni Book is thepreferred typeface for correspondence as well as publications.

The university contracts with a single vendor to print university stationery and business cards.By making a commitment for an entire year, the university receives maximum benefit atminimum cost. All offices therefore order stationery from this vendor. Please contact thepurchasing office at ext. 9622 to order university stationery and business cards.

Correspondence should be typed in Bodoni Book – 12 points. The correct location of typedelements in a typical letter is shown on the following page. The left and right margin eachshould measure .832 inch. The date line should begin two inches from the top of the page. Onthe second page, begin typing 1.5 inches from the top.

The name of the department or office appears on the letterhead above the address line on thebottom of the sheet. Stationery may not be personalized with an individual’s name.

EnvelopesThe name of the department appears above the address tag. The name and address prints inPMS 2757 (blue). The official university logo prints as follows: element in PMS 2757 (blue)and Southern New Hampshire University in process black. Envelopes may not be personalized with anindividual’s name.

Business cardsBusiness cards introduce the university and the person whose name appears on the card.

Business cards have been standardized. The logo is printed in blue (PMS 2757) and processblack. The name of the individual, the individual’s title and the university’s address areprinted to the right of the logo, also in blue and process black.

It is optional to have “Go the Extra Mile” printed on the reverse side of the business card.



Sample letter


The date line should begintwo inches from the top

of the page

Left Margin should be.832 inches so that

the text lines upunder the “U”

in University.

Right Marginshould be.832 inchesso that thetext lookscentered onthe page.

Letter text shouldend 1 inch above

the bottom ofthe page.

Standard #10 envelope (shown at 65%)

Standard catalog envelope (shown at 40%)


Sample envelopes


The logo should be 1.5xthe height of the “S”in Southern from thetop of the envelope

The logo should be 1xthe height of the “S”

in Southern fromthe right side of

the envelope

The logo should be 2xthe height of the “S” inSouthern away from theaddress and split in half

by a line that runs thelength of the totalheight of the logo

Placement of the logo on the envelopeis determined by the size of the “S” inSouthern in the logo you are using.

The school Web siteurl and distribution

tag should bleedto left and offthe bottom of

envelope.


Business cards


Front

Back (shown with optional “go the extra mile”)

Name is in Franklin Gothic Extra Condensed 9.5 ptTitle is in Bodoni Book Italic 9.5 pt type on 10 pt leading

Contact info is in Bodoni Book 9.5 pt type on 10 pt leading

Web URL is in Franklin Gothic Extra Condensed 9.5 pttype on 12 pt leading

“go the extra mile” is optional for the back of the businesscard. It is in Franklin Gothic Extra Condensed 43 pt typeand should be placed with the “e” in mile ending within a1/16” of the right hand side.


Logos

FormatsThe Southern New Hampshire University graphic identity program consists of two majorcomponents: the circular university seal and the main logo.

The university seal is used solely for academic publications and official documents, such ascatalogs, the commencement program, diplomas and communications from the president.

The main logo is the primary means of communicating the university identity to our many publics. Itshould appear on every publication that does not feature the seal and in all university advertising.The stacked version of the logo should be used in most design executions and it should appear normally in thebottom right hand corner of the page. A horizontal logo has been created for use in preset layoutssuch as university forms and applications where the horizontal layout is more appropriate.

Stacked logo

Horizontal logo


University logos*one-color: blacktwo-color: black w/blue (2757) quillreverse white

*Other options are also available but must be approved for useby the university publications office.

University seal*one-color: black or blue (2757)reverse white

*Other options are also available but must be approved for useby the university publications office.

University logo clear zoneTo prevent a cluttered look, maintain a comfortable white space around the general logo equalto the size of the capital “S” in SNHU.

Logo sizingStandard dimensions for the Southern New Hampshire University logos are as follows. Anyvariation on the sizing must be approved by the publications office. Do not distort the logo.

stacked university logo – 1.75” x .875” horizontal university logo – 3” x .45”

university seal – 1” x 1”


Logos


No graphic element – type, rule, line, art – should be allowedin the clear zone.


Logos

Incorrect logo usageMaintaining the integrity of our logo is important. It must be presented in a clear, consistent,and legible manner. Logos must always be reproduced from approved files.

Alterations to the logo are strictly forbidden. Additional factors to consider when using thelogo include colors, backgrounds and the clear zone. Although not an exhaustive list, this pageillustrates common incorrect uses of the logo. Please do not create your own custom logo.


Incorrect Color

Incorrect Fonts

Do not separate or use symbol alone

Do not separate or use the universityname alone

Do not rearrange the logo elements

Do not change the size of the university name.

Do not distort the logo

Do not separate or use symbol alone


Logos

Background controlWhen placing the logo on various background shades or images, determine which color versionis best for contrast and visual reproduction by referring to the examples and images below.Please do not place the logo on a gradient background.


Correct

Correct

Correct

Incorrect

Correct

Correct

Correct

Incorrect

Incorrect

Incorrect Correct Correct


Logos

Department namesOur stationery system has preset specifications for department names in regards to mailinglabels and business system components. See the stationery section for more information.

For items such as apparel, merchandise and flyers, the department name should be PMS 2757,Black or White. Placement should be flush left with the “U” in University. It must respect theclear zone and be placed beneath the University logo by at least the height of the “S” inSouthern. The department name should be in Franklin Gothic Extra Condensed, in upper andlower case. Point size will depend on the logo size, but the height of the department name mustnever be larger then the size of the “o” in Southern.

Please do not use a line to separate the logo and the department name.


School of CommunityEconomic Development

Marketing andCommunications Division

Office of Admissions

School of Business


Athletic symbol

Southern New Hampshire University was originally founded as the New Hampshire School ofAccounting and Secretarial Science. The nickname Penmen was derived from the quill, or pen,used by colonial accountants. (This quill, or feather, is incorporated into the university’s newlogo treatment that floats above the “hi” in New Hampshire.)

The Silverman Group of New Haven, Conn., redesigned the Penmen logo in 2001. The primarylogo features a classic Revolutionary War character charging with an American flag on a pen-shaped staff.

The logo is used in athletic and student materials and on bookstore items. SNHU and Penmenwordmarks were also created. The redesign process focused on the uniqueness of the Penmenname, (SNHU is the only school in the United States with the nickname Penmen) and thestrength and tradition of the institution.

The primary athletic colors are blue (PMS 072) and yellow (PMS 114). The red from theAmerican flag (PMS 187) was introduced as a secondary color during the redesign. ThePenmen is an informal, campus-based image that should not be used in place of the officialcollege seal or logo on official university publications.

Specialty itemsSpecialty items such as mugs, pens, bookmarks, hats, T-shirts, etc. may be used to promote theuniversity. You should work closely with the publications office when producing thesemanufactured items. We will work directly with the vendor to ensure that the university logo isused correctly and consistently.



Color

Color palette and optionsSNHU has a color palette that includes both our university primary colors and a range ofcomplementary colors to add depth to a publication. When creating a publication you mustfirst work with the primary colors. If you are working with several different ink colors you mustuse a primary color plus one of the secondary colors. Secondary colors may be used only whenone of the primary colors is being used. In most cases, the university seal and logo appear inblack, blue (PMS 2757) or reverse white. There is also a two-color version of the logo with thename in black and the element in blue (PMS 2757).

All colors are based on the spot-color versions of the PMS (Pantone Matching System).Pantone inks are the most widely used and supported by major printers. When specifying theuniversity colors, you should refer to the following PMS and 4-color (CMYK) breakdown #s:

Pantone and four-color breakdownPrimary Colors:

Secondary Colors:


BluePMS 2757C: 100, M: 82, Y: 8, K: 32

BlackPMS Pantone BlackC: 0, M: 0, Y: 0, K: 100

YellowPMS 130C: 0, M: 30, Y: 100, K: 0

PurplePMS 229C: 24, M: 100, Y: 17, K: 60

OrangePMS 159C: 1, M: 74, Y: 100, K: 7

TealPMS 316C: 100, M: 15, Y: 26, K: 70

RedPMS 185C: 0, M: 92, Y: 76, K: 0

GreenPMS 576C: 52, M: 6, Y: 79, K: 25

BurgandyPMS 188C: 12, M: 95, Y: 59, K: 54

Warm GrayPMS Warm Gray #11C: 23 M: 32, Y: 31, K: 64


Color

Producing pieces with the university color system

One-color pieceWhen the method of reproduction does not allow for a second color, you may use eitherprocess black or PMS 2757.

Two-color pieceUse the spot color PMS 2757 and process black.

Four-color pieceUse the CMYK segmented color process on the previous page.

Generally, yellow should not be used for type in publications, as it is difficult to read. It can beused for art/visual design effects.

Ex: Generally, yellow should not be used for type in publications, as it is difficult to read. Itcan be used for art/visual design effects.

The official university colors are used on many publications and on all letterhead, envelopesand business cards, with comparable colors reflected on the Web.


The Words

Style guidelines

Southern New Hampshire University uses two basic manuals of style in preparing and editingpublications; the most recent edition of The Associated Press Stylebook and Libel Manual andthe latest edition of Webster’s New Collegiate Dictionary. If you have questions on word use,capitalization, spelling, etc., please refer to either of these guides or call us.

Below are some frequently used style rules for publication and Web site copy:

Academic degreesUse an apostrophe in bachelor’s degree, a master’s, etc.

When used after a name, an academic abbreviation is set off by commas: Daniel Moynihan,Ph.D., spoke.

Do not precede a name with a courtesy title for an academic degree and follow it with theabbreviation for the degree in the same reference:

Wrong: Dr. Pam Jones, Ph.D.Right: Dr. Pam Jones, a chemist

Academic departmentsUse lowercase except for words that are proper nouns or adjectives: the department of history,the history department, the department of English, the English department, or when departmentis part of the official and formal name: University of Connecticut Department of Medicine.

ampersand (&)Use only when part of a company/department’s formal name. Do not use in place of and.

Ex: Procter & Gamble

CommasDo not use a comma before a conjunction (and) in a simple series, unless an integral elementof the series requires a conjunction.

Ex: The flag is red, white and blue.We had orange juice, toast, and ham and eggs for breakfast.


The Words

Style guidelines

Composition titlesFor book titles, computer game titles, movie titles, opera titles, play titles, poem titles, songtitles, television program titles, lecture titles, speech titles and for works of art, use quotationmarks.

Ex: “Gone With the Wind,” “CBS Evening News,” “The Da Vinci Code.”Exceptions include the Bible, reference materials, catalogs, almanacs, dictionaries, handbooks,encyclopedias, etc.

Courtesy titles/namesRefer to both men and women by first and last name on first reference: Susan Smith or Robert Smith.

Do not use the courtesy titles Mr., Miss, Ms., or Mrs. except in direct quotations, where neededto distinguish among people of the same last name (as in married couples or brothers andsisters) or where a woman specifically requests that a title be used (for example, where awoman prefers to be known as Mrs. Susan Smith or Mrs. Robert Smith).

Use only last names on subsequent references.

Ex: Dr. John Smith came to campus.Smith said he would love to return next summer.

e-mail, e-commerce, e-business, e-book, etc.Use a hyphen.

fewer, lessIn general, use fewer for individual items and less for bulk or quantity.

Wrong: The trend is toward more machines and less people. (People refers to individuals. Usefewer.)Right: Fewer than 10 applicants called.Right: I had less than $50 in my pocket. (an amount)Also right: I had fewer than 50 $1 bills in my pocket. (The bills are individual items.)


The Words

Style guidelines

Days of the weekCapitalize them. Do not abbreviate, except when needed in a tabular format: Sun, Mon, Tue,Wed, Thu, Fri, Sat (three letters, without periods to facilitate tabular composition).

Internet, World Wide WebCapitalize.

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

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

Ex: January 1972 was a cold month.Jan. 2 was the coldest day of the month.His birthday is May 8.Feb. 14, 1987, was the target date.

In tabular material, use these three-letter forms without a period.

Ex: Jan, Feb, Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec.

more than, overOver generally refers to spatial relationships. The plane flew over the city.More than is preferred with numerals. Their salaries went up more than $20 a week.


The Words

Style guidelines

NumbersSome general rules on numbers:

Spell out numbers at the beginning of a sentence (except for calendar years); try to avoid doingso, as it is awkward.

Spell out one through nine. Use figures for 10 and above.

Proper names are exceptions: Big Ten, 3M.

Spell out casual expressions:

Ex: He walked a quarter of a mile.A thousand times no!Thanks a million.

For ordinals:

Spell out first through ninth when they indicate sequence in time or location: first base, theFirst Amendment, he was first in line.

Starting with 10th use figures. Use 1st, 2nd, 3rd, 4th, etc. when the sequence has beenassigned in forming names. The principal examples are geographic, military and politicaldesignations such as 1st Ward, 7th Fleet and 1st Sgt.

PercentSpell it out. Use figures for numbers and repeat the word with each figure.

Ex: He said 7 percent to 15 percent of the electorate voted.

SeasonsLowercase spring, fall, winter, summer and derivations such as springtime unless part of aformal name: Winter Carnival, Summer Olympics.


The Words

Style guidelines

State abbreviationsFollowing are the state abbreviations. (Postal code abbreviations are in parentheses; use themonly with complete addresses that include ZIP codes)

Ala. (AL) Fla. (FL) Mass. (MA) Neb. (NE) N.D. (ND) Tenn. (TN)Ariz. (AZ) Ga. (GA) Mich. (MI) Nev. (NV) Okla. (OK) Vt. (VT)Ark. (AR) Ill. (IL) Md. (MD) N.H. (NH) Ore. (OR) Va. (VA)Calif. (CA) Ind. (IN) Minn. (MN) N.J. (NJ) Pa. (PA) Wash. (WA)Colo. (CO) Kan. (KS) Miss. (MS) N.M. (NM) R.I. (RI) W.Va. (WV)Conn. (CT) Ky. (KY) Mo. (MO) N.Y. (NY) S.C. (SC) Wis. (WI)Del. (DE) La. (LA) Mont. (MT) N.C. (NC) S.D. (SD) Wyo. (WY)

Do not abbreviate Alaska (AK), Hawaii (HI), Idaho (ID), Iowa (IA), Maine (ME), Ohio (OH), Texas (TX) and Utah (UT).

Timea.m., p.m.Lowercase, with periods. Avoid redundancy, such as 10 a.m. this morning and 5 p.m. Tuesdayevening.

midnight, noondo not put a 12 in front of them.

Use a colon to separate hours from minutes: 3:30 p.m.right: 11 a.m.wrong: 11:00 a.m.

TitlesCapitalize and spell out formal titles such as Chancellor, Chairman, Associate Professor, Dean,etc., only when they precede a name. Lowercase elsewhere.

Ex: The dean of the school.Dean John Smith.John Smith, dean.

Lowercase modifiers such as department in department Chairman Jerome Wiesner.


The Words

Style guidelines

Note: Our university style contradicts AP style rules in some special cases:

Capitalize Professor when used before a name. AP style considers professor to be a jobdescription rather than a formal title. Here it is a formal title and should be treated as such.

Use Dr. as a title for those who hold any type of doctorate. AP style rules say to use this courtesytitle only for medical doctors; we acknowledge the importance placed upon the doctorate in thehigher education culture and therefore use it in copy (on first reference only).

Note: If violations of style appear in a direct quote, it is more important to retain the integrity ofthe quote (and maintain the source’s trust) than to conform to style rules.

Last name versus first name use on second referenceNote that our branding style conflicts in this regard with our university style guides, in thatfirst names often are used on second reference in recruitment materials. This is done to createa feeling of intimacy that reinforces our branding message and will be limited to these pieces.Last names will continue to be used for subsequent references in other materials, such as theuniversity magazine.

For spelling, style and usage questions not covered in the AP Stylebook, consult Webster’s New World Collegiate Dictionary,Fourth Edition. The SNHU Marketing and Communications Division also uses the Chicago Style Manual for a small number ofpublications.


The SNHU Web Site

Introduction

The SNHU Web site is the number one marketing presence and the primary source ofinformation on the university.

All content posted on the Web site should be consistent with the branding guidelines of SNHUas outlined in this guide.

The current site was designed and launched in November 2005. Overall strategic direction andmanagement resides in the Marketing and Communications Division. However, there are over100 content editors across the university who have been trained on “Red Dot”, the contentmanagement system for the site and are responsible for accurate information in their particularareas.


The SNHU Web Site

Style guidelines and the Web

Implementing the brand on the WebThis section is in addition to the branding guidelines for print and indicates where the Webguidelines may be different from print.

The Marketing and Communications Division reserves the right to edit, revise, remove orotherwise change elements on any official university page.

Web requestsThe process of developing or revising content for Web pages is usually linked directly withrelated print material or other communication materials. To maintain consistency, we utilizeand rely on content from the print process to inform and supply raw content for Web pages.There are several additional questions that we need to ask to create an effective and well-managed Web page that may not be required for print material. All of these questions areoutlined in the “New Web Content Request Form” at www.snhu.edu/5538.asp.

Web requests should be submitted to [email protected].

Timelines for Web requestsBecause Web content needs to remain consistent with print materials, Web content is bound bythe same content development timelines as print publications. Once the content is finalized forprint, we can edit it for the Web and post it live to the Web site by the time the print piecesarrive at the school. Live Web site launch typically corresponds directly with the arrival ofprint materials. In some cases, we may be able to get some advance copy on the site. Somecontent may take longer to develop if it requires more than just text, images and assets (ie.form creation, flash presentations, database integration etc.).


The SNHU Web Site

Text copy and the Web

Web copy style guidelines are the same as for print publications, with the following exceptions:

• Be brief. People typically spend less time with a Web page than they will with a printpiece; the general rule is to reduce the copy to at least two-thirds of what it is in print.

• Short, clear, bulleted lists are the best way to display content on the Web.

• SNHU branding language has been built into the mission-critical pages of the site. Pleasecheck with the Marketing and Communications Division before altering or removing thiscontent.

• Ampersand (&) can and should be used in place of “and” in any headlines/titles etc.

• You can and should utilize the percent symbol (%).

Text formatting and the Web: Cascading Style Sheets (CSS)

Color and the WebThe Web site uses color to reinforce the branding of SNHU, to maintain a cohesive look andfeel within the site, and to maintain consistency throughout the functional use of the site.Cascading Style Sheets (CSS) help us to accomplish this in an efficient manner. The approvedSNHU Web colors and the definition of their use are defined in one CSS file. No content onthe Web site should contradict or ignore the style sheets. Color should never be used as thesole indication of any information on the site (as in a color coded key). Color can not always bedistinguished due to black and white printers, color schemes or screens, colorblindness, orscreen readers. The approved color palette for the Web is essentially the Web-safe version ofthe print color palette and is applied automatically to all pages.

Typography/Fonts and the WebFonts are different for the Web than for print materials. Fonts can also be dependent on thevisitor’s machine. There are no choices to make regarding fonts on the Web. Typography on theWeb is automatically governed by the same principles and CSS as colors (see above). If youare creating an asset with letters for the Web, you should refer to the print guidelines.

Tables and the WebTables are used only for displaying tabular data and should not be used to design or structurea Web page. For consistency, there is a standard table format available in the contentmanagement software.


The SNHU Web Site

File assets and the Web

File namesWhen including a link to a separate file (images, logos, documents, etc.) on a Web page, thereshould be no spaces and no date information in the filename. The filename will become part ofthe URL used to access the file and new versions will need to have the same filename as theoriginal. The Marketing and Communications Division will upload file assets to ensure thatthey are loaded into the correct folder and confirm that filenames are not duplicated.

Images and the WebImages are managed by the content management software. All images need to be properlyformatted, sized and approved for use by the Marketing and Communications Division. We donot utilize banner, or external ads of any kind on the SNHU Web site. We can provide textlinks to sponsors or external resources but as a general rule do not use external logos on oursite.

SNHU logos and the WebSNHU logos/seals etc. are managed by the Marketing and Communications Division and aresubject to the same branding guidelines in the Web as they are in print. The SNHU logo is inthe header of every page within the snhu.edu site and should not appear a second time on agiven page. Print assets that appear on the Web (such as pdf documents, etc.) should follow theSNHU print guidelines for branding and are subject to review, approval and alteration by theMarketing and Communications Division. SNHU logos that appear in electronic publicationsshould always serve as a link back to http://www.snhu.edu. If external sites allow or request alogo, please contact or refer them to the Marketing and Communications Division. We willassist in selecting the correct version of the logo and provide it in the correct format as well ascatalog the use of the logos so that we can update them universally.

Document management and the WebAll documents viewable on the SNHU Web site should be in brand. The preferred format fortranslating any print documents into printable assets on the Web is pdf. Adobe is free softwarethat provides the industry standard in cross-platform accessibility for documents. TheMarketing and Communications Division can help put your documents into brand, and canconvert them to pdf format. All file names must clearly identify what the document is and beunique (no duplicates). [see File names]

External URLsExternal urls are also managed by the content management software. External urls must alwaysopen in a new window, and there should never be more than one reference to any given url onthe site. External links will be text links and not image or logo links.


The SNHU Web Site

Page layout and the Web

Page layout is managed by the “template” structure that was developed as part of the contentmanagement system. A foundation page sets the general layout of the page (number ofcolumns, available content classes, etc.). There are only a few foundation pages and their useis dictated by the content available. There are several Content Classes (segments of contentwith distinct CSS styles attached to them) that can be combined in different ways into thedifferent foundation pages. Choosing the right combination of content classes also depends onthe content to be displayed. It is important to use the Content Classes appropriately tomaintain consistency and ease of use throughout the site. The modular nature of this systemallows flexibility. The number of choices and the complicated task of maintaining siteconsistency means that page layout is not simply a matter of choosing one of three templateoptions based on a personal preference.

New page layout should be done in conjunction with the Director of Web Services. This alsoallows for creation of additional Content Classes, if necessary.

Reusing contentAlways search the site for the content you want to add before adding it. If it’s already there,link to it.

One of the most powerful aspects of content management is content syndication—reusing thesame piece of content in multiple places, in multiple ways. This helps to minimize data entry,time spent updating, and the contradictions and visitor confusion that occur when content ischanged in one area and not another. Content reuse also increases consistency, site indexing,and helps to move visitors around to different parts of the site.

Content reuse takes many forms:• Using information from another system (like Datatel or the online calendar)• Utilizing headline text or another field for links and other fields• Linking to an existing page rather than duplicating the information• Pulling content into one page from another Web page• And many others.

NavigationRight-hand columns:Most pages should utilize right-hand column navigation. Eye-swing on a computer screenmeans that unless the information is in a wide table, there should be something in the righthand column so that you don’t have to read across the entire screen. Right hand navigationalso maintains a consistent navigation path for visitors.


the no-sweat guide to branding

Documents

web requests

contentsthe snhu web

brand identitythat

additional brand attributes

snhu logos

marketing messages

file names

effective marketing