Graphic Identity Guidelines
GR APHIC IDENTIT Y GUIDELINES i CONTENTS
2 The Pfeiffer Identity
5 The Pfeiffer Wordmark
8 Wordmark Lock-ups
9 Tag Line Lock-ups
10 The University Colors
12 Typography
14 The University Seal
15 Stationery
18 Sample Publications
22 Editorial Style Guidelines
ii GRAPHIC IDENTITY GUIDELINES The Role of Graphic Identity
Graphic identity is an outward expression of the personality, values, and goals of an institution. As a leading University, Pfeiffer has a local, regional, national, and international audience. Our logo and related graphics express our serious commitment to quality as well as the energy and caring that each of us at the University contributes.
The University Graphic Identity Guidelines outlines the standards to be used on all materials used to market the University to the public. Keeping to these strict guidelines will improve our branding, communications, and image to the community as a whole.
GRAPHIC IDENTITY GUIDELINES 1 The Pfeiffer Identity
WHAT IS A BRAND? BRAND PLATFORM: committed not only to academic excellence BRAND ESSENCE: [Text to come.] WHO WE ARE and innovation, but to a belief in the impor- CONNECTED To understand our place in the higher educa- tance of personal engagement, empowerment, “CONNECTED” is a powerful expression of tion market, it’s important for us to make and self-actualization as well. Our community the essential nature and distinctive character sure we know exactly who we are and what is grounded in Christian faith and character, of Pfeiffer University. Here, we are a commu- we have to offer. Equally important, as we and we strive to instill in each student a sense nity of learners, engaged in a mutual journey continue to grow and evolve, is remembering of integrity, an inclination to service and of personal and professional growth through where we have been and what we stand for. leadership, and respect for the diversity and the pursuit of knowledge, skills, understand- Our brand platform is built upon our mis- dignity of each person. ing and wisdom. sion, encompasses our unique qualities and Brand Pillars Learning at Pfeiffer is dynamic, integrative, attributes, and culminates into the very es- Our brand is built around five pillars repre- and transformative, actively engaging students sence of the Pfeiffer experience. senting the best of Pfeiffer. The specific com- through intentional connections with knowl- edge, ideas, opinions and experiences – across Mission bination of these attributes is what makes the disciplines, campuses, communities and the Everything starts with our mission. Why we Pfeiffer experience unique. world. We don’t merely provide instruction; exist, what we are doing, and why we want to 1. An integrative culture of learning and living we produce learning, by bringing students to tell the world about it. Without these things, 2. Mentoring and catalyzing student success discover and construct knowledge. any branding effort would be little more than 3. Knowledge and practice writing and imagery. At the fundamental core 4. Character, leadership, and service We teach students to integrate academic of our brand platform is our mission: learning, personal development and profes- 5. An engaged community of excellence and sional preparation, and transform them into Established in 1885, Pfeiffer University is a innovation reflective, intentional, life-long learners. globally engaged, regional university distinc- tive for its transformational undergraduate Personality “CONNECTED” reminds us of our noblest experiences and leadership in professional and A brand personality is the public face of Pfei- calling as educators – to help students develop graduate programs that fill demonstrated needs ffer—the set of characteristics that really cap- in faith, character, knowledge and skills, for on its campuses in Charlotte, Misenheimer ture what we’re all about. lives of leadership, service, and engaged citi- and Raleigh, and online. Vested in its history as zenship. We are authentic, engaging, and welcoming, a United Methodist-related university and pro- embracing the inherent worth and potential pelled by an innovative faculty and staff, Pfeiffer in all. We are confident. We are committed. prepares its students for a lifetime of achieve- And we are dedicated to exceptional educa- ment, scholarship, spirituality and service. tion, empowering each student to lives of ac- Values tive, purpose-driven achievement, leadership, A campus community is shaped by the and service. strength of its values. At Pfeiffer, we are
2 GRAPHIC IDENTITY GUIDELINES BRAND MESSAGING: For Traditional Undergraduate Students personal and professional goals. At Pfeiffer, For the United Methodist Church, “BEYOND BOUNDARIES” “Beyond Boundaries” is an invitation to pro- students experience the highest caliber of its Clergy, and its Congregations spective and current students to participate in “Beyond Boundaries” is a promise that Pfei- [CONTENT TO BE CONFIRMED] learning and personal engagement, and thrive a remarkably integrative and transformational in a flexible, supportive community that helps ffer University extends beyond its campus university experience, combining holistic them achieve personal and career success. borders through outreach programs that pro- and applied learning, personal mentoring vide professional development, training, and Tagline Concept and advisement, service learning and leader- For Faculty and Administration support to clergy and ministers so that they By forging deep connections with ideas, peers, ship development, and capstone and intern- “Beyond Boundaries” is a clarion call to real- can effectively perform their ministries while faculty and mentors, other disciplines, experi- ship experiences, in an exciting journey of ize a new vision for engaged liberal arts and achieving personal balance and well-being. ential learning, etc., students are liberated and personal and professional development. In a professional learning, a promise of dynamic, These efforts also provide clergy and ministers empowered to wonder, to imagine, to more highly personal, welcoming and collaborative integrative learning and living that inspires with access to expert counsel and partnership deeply understand and relate knowledge, and community, students are prepared with the students to love knowledge, seek wisdom, with Church leadership at a time of change ultimately, to excitedly push themselves be- knowledge, values and experiences to lead serve God and neighbor, and live purposefully and renewal in discovering and attempting yond real and perceived limits. and serve in their professional lives and in the and passionately. new models of congregational organization, Similarly, for faculty, it’s not just about im- broader society, gaining an education of im- worship, education, and ministry. For Donors and Stakeholders parting knowledge; it’s much more about pact and enduring value. helping students synthesize that knowledge “Beyond Boundaries” is a promise that within a broader framework of experiences For Graduate Students Pfeiffer University will persist in creatively and interactions that brings deeper relevance, “Beyond Boundaries” is a promise of engage- re-imagining higher education for contempo- meaning and self-appropriation. ment and opportunity for students seeking rary needs and new populations of students, higher level academic and career success. offering high value by facilitating learning For Student Development In a personalized and challenging learning connections that are effective and appropri- From the perspective of student and campus environment, with instructional and learn- ate for both professional success and personal life, “Beyond Boundaries” represents Pfeiffer’s ing technologies that facilitate access and development. At the same time, Pfeiffer is pledge of a fully integrated, self-reinforcing, connectedness among students and faculty, committed to ensuring that the financial and vibrant program of extra- and Pfeiffer’s academic, experiential, and advisory other support of its donors, stakeholders, and strategic partners will have the greatest impact co-curricular programming, experiences, and programs empower graduate students to new in advancing the University, its resources, and support services, creating a model of a “24/7” levels of personal and professional success. its educational performance. Since its found- living-learning community that inspires stu- For Adult Professional Students ing in the late 19th century as a school for dents’ broad interests and active involvement For returning adult students, “Beyond the rural poor, Pfeiffer has been consistently in and beyond the Pfeiffer community. Boundaries” is a call to a University experi- breaking the barriers of access to education ence tailored to help students realize their and the resultant lifelong opportunities.
GRAPHIC IDENTITY GUIDELINES 3 The Pfeiffer Identity
WHY CHANGE? WHAT CHANGES? Pfeiffer’s logo, with its striking and unique The revised logo introduces new typefaces italic “f ”, continues to distinguish Pfeiffer to update the logo. Subtle shifts in externally and resonate with university letterspacing and use of a “double-f communications materials, thus building ligature” create a tighter, more cohesive valuable brand equity among Pfeiffer’s typographic wordmark. The thin yellow line constituents. was eliminated for easier reproduction at small sizes, and “university” has been set in As a new brand strategy and communications a modern sans-serif typeface. The overall platform is implemented, some refining and effect is to increase the size and impact of the adjustment of the logo was required. This logo without increasing the actual width or refreshing of the current logo can be gradually footprint of the wordmark. introduced into new communications materials as needed. The updated Pfeiffer wordmark reflects a more contemporary style, in keeping with Consistent with Pfeiffer’s brand strategy Pfeiffer’s commmitment to growth. goals, we recommend that the logo be represented by the university wordmark alone, without any related mark or symbol. Previous logo: P eiffer UNIVERSITY
4 GRAPHIC IDENTITY GUIDELINES The Pfeiffer Wordmark
The core of the Pfeiffer graphic identity system is a distinctive treatment of the University name. Through repeated application of this wordmark, Pfeiffer builds loyalty and awareness among its various audiences. Failure to use this wordmark, or distortions of it, will diminish the identity system’s effectiveness.
GRAPHIC IDENTITY GUIDELINES 5 The Pfeiffer Wordmark
CLEAR SPACE MINIMUM SIZE
The visual character of the Pfeiffer identity • Generous clear space and consistent Please follow these minimum-size guidelines .25" depends on clean, spacious, and elegant placement is essential for maintaining the to ensure the legibility and clarity of the layouts. Always use the recommended clear integrity of the identity and its consistent Pfeiffer wordmark in print layouts and Web space, as shown below, to maintain optimum application. site design. Do not reproduce the wordmark The minimum height of the wordmark is .25" for legibility and avoid interference from nearby in print or electronic applications in a size print usage; 25 pixels for electronic media. text, complex illustrations, or other elements • The clear space is measured by the height smaller than that shown at right. that might compromise the logo’s impact. of the lower-case letters (x-height) in the wordmark, as indicated in the diagram See page 6 for examples of the correct below. The minimum clear space must spacing of text placed near the wordmark. always be at least the width and height of one “x” on all sides of the wordmark. No typography or design element may be placed within this area.
6 GRAPHIC IDENTITY GUIDELINES The Pfeiffer Wordmark
INCORRECT USAGE
The Pfeiffer University wordmark should be rendered with consistency and respect. BOOK STORE • It should never be tweaked, stretched, or otherwise manipulated, but reproduced Do not set the wordmark in alternate typefaces. Do not add additional text to the wordmark Do not rescale, stretch or otherwise with consistency and integrity. except in an approved "lock-up" (see p.8) manipulate the wordmark.
• It should never be interpreted in a playful manner, shown at an angle, or filled with pattern, texture, or photographic imagery.
Do not alter the letterforms or add special Do not obscure the wordmark by placing Do not use a color version of the logo on top effects in any way. In rare circumstances, a other strong graphic elements near, next to, or of a light color background. In this instance, the drop shadow may be necessary (if the logo is behind a color logo. A white (reversed) logo is logo should print black or reverse to white. used on top of an image and can't be knocked preferable in most instances. out) but it is not recommended as a stand- alone style.
Do not reproduce the wordmark in colors other Do not use the wordmark on an angle. Do not add a box or a shape to the wordmark. than the approved University colors.
GRAPHIC IDENTITY GUIDELINES 7 Wordmark Lock-Ups
Each configuration that combines the HORIZONTAL LOCK-UPS wordmark and subordinate type in a defined relationship is referred to as a lock-up. Each lock-up is designed to satisfy specific application requirements of scale, media, Office of and reproduction method. Each lock-up defines the relationship of the wordmark Financial Aid and subordinate type (size, scale, and position of each element). One of these three recommended lock-up styles should be used whenever possible. Department of International Business Subordinate type for a department or office & Management is set in Minion Regular upper- and lower- case. Generally, if the wordmark prints in yellow, the subordinate type should print in black or gray. VERTICAL LOCK-UP CENTERED LOCK-UP
Department of International Department of International Business & Management Business & Management
8 GRAPHIC IDENTITY GUIDELINES Tag Line Lock-Ups
CENTERED
Beyond Boundaries
Beyond Boundaries
FLUSH LEFT Beyond Boundaries
Beyond Boundaries
GRAPHIC IDENTITY GUIDELINES 9 The University Colors
The Pfeiffer colors represent the core identity PRINT COLOR SPECIFICATIONS UNIVERSITY COLORS of the University and should be used across all communications. Accurate color referenc- Spot Color: es are shown in the color-specifications table. Pantone 123 When color printing is not an option, the Pantone 429 wordmark should be printed in solid black CMYK: (on white or light-color backgrounds) or Yellow – C:0 M:25 Y:100 K:0 reversed-out white (on dark backgrounds). Gray – C:38 M:27 Y:27 K:0
COLOR VARIATIONS Web RGB: Pantone 123 Pantone 429 Black The Pfeiffer wordmark may be reproduced Yellow – R:255 G:198 B:39 only in the University colors shown at right, Gray – R:164 G:169 B:173 Note: Please be sure to use Pantone swatches to or in black or white. match colors. Colors reproduced in this document may not be accurate. Color should always print 100 percent solid ink. Do not use gradients or tints of Pantone inks. Certain printing and reproduction methods may require the use of the black or reverse versions.
10 GRAPHIC IDENTITY GUIDELINES Complimentary Color Palette
These complementary colors do not PRINT COLOR SPECIFICATIONS COMPLEMENTARY COLORS replace the college colors. They have been selected because they complement Spot Colors: the college yellow and black and avoid Pantone Warm Red unpleasing contrasts. These recommended Pantone 285 colors might be used as highlights in Pantone 354 publications or other promotional media. Pantone 7401 The main guideline when choosing such Pantone 428 colors is that they avoid confusion with Pantone Warm Gray 9 Pantone Warm Red Pantone 285 Pantone 354 the college colors. Colors chosen should be sufficiently distinct from yellow and CMYK: black to avoid the impression that they are Red – C:10 M:100 Y:85 K:0 variations of college colors. Blue – C:100 M:0 Y:100 K:20 Green – C:100 M:3 Y:30 K:0 Cream – C:0 M:30 Y:100 K:0 Lt Gray – C:0 M:7 Y:30 K:0
Wm Gray – C:20 M:40 Y:60 K:5 Pantone 265 Pantone 151 Pantone 729
Web RGB: Red – R:209 G:50 B:56 Blue – R:0 G:121 B:64 Green – R:0 G:153 B:168 Cream – R:255 G:184 B:25 Lt Gray – R:249 G:224 B:164 Wm Gray – R:183 G:129 B:79 Pantone 428 Pantone Warm Gray 9 Pantone 7401
Note: Please be sure to use Pantone swatches to match colors. Colors reproduced in this document may not be accurate.
GRAPHIC IDENTITY GUIDELINES 11 Typography
Typography is an important element of any SERIF design system and creates a distinctive and Minion Regular unified style for University communications. Hoefler Text Roman When applied consistently across the entire ABCDEFGHIJKLMNOPQRSTU ABCDEFGHIJKLMNOPQRSTU range of marketing communications, typography helps unify the appearance of abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz all materials so that audiences recognize and 1234567890 1234567890 become familiar with the Pfeiffer identity.
Recommended fonts are shown at right. As Minion Small Caps & Oldstyle Figures Hoefler Text Roman Small Caps a general rule, these fonts should be used for all communications materials. Other ABCDEFGHIJKLMNOPQRSTU ABCDEFGHIJKLMNOPQRST fonts may be used at the designer’s discretion abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz as long as they do not compete with or overshadow the Pfeiffer wordmark or deviate 1234567890 1234567890 from the integrity of the Pfeiffer identity guidelines. Use of fonts other than the ones Minion Italic Hoefler Text Italic shown here should be approved by the Office of Marketing and Communications. ABCDEFGHIJKLMNOPQRSTUV ABCDEFGHIJKLMNOPQRSTU abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Note: These recommended fonts for designers are not 1234567890 standard on most computers. For general use, such 1234567890 as the body of a letter or HTML text in websites, Times and Arial will suffice (shown at far right). Minion Bold Hoefler Text Bold ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890
12 GRAPHIC IDENTITY GUIDELINES SANS SERIF WEB FONTS
Akzidenz-Grotesk BQ Light Univers 45 Light Arial ABCDEFGHabcdefghijklmn ABCDEFGHabcdefghijklmn ABCDEFGHIJKLMNOPQRST 1234567890 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Akzidenz-Grotesk BQ Light Oblique Univers 45 Light Oblique ABCDEFGHabcdefghijklmn ABCDEFGHabcdefghijklmn 1234567890 1234567890 Arial Bold ABCDEFGHIJKLMNOPQRST Univers 55 Roman Akzidenz-Grotesk BQ Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHabcdefghijklmn ABCDEFGHabcdefghijklmn 1234567890 1234567890 1234567890
Akzidenz-Grotesk BQ Italic Univers 55 Oblique Times New Roman ABCDEFGHabcdefghijklmn ABCDEFGHabcdefghijklmn ABCDEFGHIJKLMNOPQRSTU 1234567890 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Akzidenz-Grotesk BQ Bold Univers 65 Bold ABCDEFGHabcdefghijklmn ABCDEFGHabcdefghijklmn Times Bold 1234567890 1234567890 ABCDEFGHIJKLMNOPQRST Akzidenz-Grotesk BQ Condensed Univers 57 Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHabcdefghijklmn ABCDEFGHabcdefghijklmn 1234567890 1234567890 1234567890
Akzidenz-Grotesk BQ Bold Condensed Univers 67 Bold Condensed ABCDEFGHabcdefghijklmn ABCDEFGHabcdefghijklmn 1234567890 1234567890
GRAPHIC IDENTITY GUIDELINES 13 The University Seal The Pfeiffer Falcon
e Pfei er University seal is not to Essential to building and sustaining Pfei er’s brand is connecting the falcon mascot be confused with the university logo. to the university. Use of this graphic as a logo is solely for Pfei er Athletics. It is to be used only for marketing Pfei er University athletics and, when appropriate, promoting Each is a distinct graphic image. Use of the undergraduate student development activities and other approved applications for seal is reserved for the most dignified of external or internal audiences. It—and the image below—may be used to enhance university functions and on documents promotional materials for undergraduate audiences secondarily to the official requiring official insignia. Its limited usage Pfeiffer University logo. is with approval of the Office of Marketing and Communications.
Examples of correct application of the seal include: the official university flag, university signage ceremonies, presidential communications, diplomas and certificates.
e seal may be screened in light gray (or light percentage of black) for limited applications, such as behind text on an official document. Also available for limited use as a graphic element for the purpose of enhancing undergraduate marketing collateral or other promotional materials is the image of the falcon mascot with the Pfei er University identier.
Use of these falcon mascot images should be applied with the guidance and/or approval of Pfei er’s marketing and branding unit.
14 GRAPHIC IDENTIT Y G UIDELINES Stationery
LETTERHEAD .5" University letterheads follow the format at right. The typing format for the standard 2" letterhead and letterhead second sheet P.O. Box 960 Misenheimer, NC 28109 (shown at right) is an integral part of the 704-463-1360 pfeiffer.edu design and should be followed. June 1, 2014
Addressee’s Name Type should be set in Times New Roman Title (DOS/Windows) or Times Roman (Mac) Company or Office Name Number and Street at 11 pt. The left and right margins should City, State, Zip be set at 1". The upper margin should be set at 2" and the bottom margin at 1". The Salutation: signature should be set flush left. The body This letter demonstrates the recommended typing format for all correspondence using this letterhead. This typing format is an integral part of the letterhead design. copy is flush left—not justified. The body of the letter aligns flush left to a set left margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is an acceptable alternative.) The right margin is not justified. The The date line of the letter begins two inches date line of the letter begins two inches from the top of the letterhead. Allow one line space above the addressee’s name, title, company name, etc. and two lines above the salutation. In the body of the letter, from the top of the letterhead. Allow one 1" add one line space between paragraphs. There are no indentations. The maximum line length should not 1" line space above the addressee’s name, title, exceed six and one half inches. Allow three line spaces for the signature above the name of the sender. company name, etc., and two lines above the This letter demonstrates the recommended typing format for all correspondence using this letterhead. This typing format is an integral part of the letterhead design. The body of the letter aligns flush left to a set left salutation. In the body of the letter, add one margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is an accept- able alternative.) The right margin is not justified. The date line of the letter begins two inches from the line space between paragraphs. There are top of the letterhead. Allow one line space above the addressee’s name, title, company name, etc. and two no indentations. The maximum line length lines above the salutation. In the body of the letter, add one line space between paragraphs. There are no indentations. The maximum line length should not exceed six and one half inches. Allow three line spaces should not exceed six and one half inches. for the signature above the name of the sender.
Allow three line spaces for the signature Sincerely, above the name of the sender.
Name of Sender Title of Sender
Initials cc:
charlotte | misenheimer | raleigh-durham .5"
GRAPHIC IDENTITY GUIDELINES 15 Stationery
BUSINESS CARDS
P.O. Box 960 Business-card layout is shown at right. Misenheimer, NC 28109 pfeiffer.edu
Erica N. Burroughs ’04 office: 704-463-3038 Director of Development mobile: 704-480-1508 [email protected] fax: 704-463-1363
Beyond Boundaries
16 GRAPHIC IDENTITY GUIDELINES Stationery
#10 ENVELOPE Office of the President
Address on envelope should be typed as P.O. Box 1773 Carlisle, Pennsylvania 17013-2896 shown, 4" from left and 1.75" from top. 1.75" phone: 717-243-5121 fax: 717-245-3456 web: www.dickinson.edu P.O. Box 960 July 14, 2011 Misenheimer, NC 28109
Addressee’s Name Title Company or Office Name Number and Street 4" City, State, Zip
Salutation:
This letter demonstrates the recommended typing format for all correspondence using this letterhead. This typing format is an integral part of the letterhead design.
The body of the letter aligns flush left to a set left margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is an acceptable alternative.) The right margin is not justified. The date line of the letter begins two inches from the top of the letterhead. Allow one line space above the addressee’s name, title, company name, etc. and two lines above the salutation. In the body of the letter, add one line space between paragraphs. There are no indentations. The maximum line length should not exceed six and one half inches. Allow three line spaces for the signature above the name of the sender.
This letter demonstrates the recommended typing format for all correspondence using this letterhead. This typing format is an integral part of the letterhead design. The body of the letter aligns flush left to a set left margin of one inch for the entire letter. Use 11 pt. type for all typed information (10 pt. type is an acceptable alternative.) The right margin is not justified. The date line of the letter begins two inches from the top of the letterhead. Allow one line space above the addressee’s name, title, company name, etc. and two lines above the salutation. In the body of the letter, add one line space between paragraphs. There are no indentations. The maximum line length should not exceed six and one half inches. Allow three line spaces for the signature above the name of the sender.
Sincerely,
Name of Sender Title of Sender GRAPHIC IDENTITY GUIDELINES 17
Initials cc:
Sample Publications
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TRAVEL PIECE to Think Pforward – to understand who they are, what they believe, Think and what they can become in this world. Grounded in faith and focused on the whole student, Pfeiffer blends liberal arts, professionally oriented programs and real-life i experiences to prepare confident, purpose- driven graduates who are ready to thrive and VIEWBOOK lead in the 21st century. Think P universityeiΩer f P orward Office of Admissions From Here to Anywhere Visit Pfeiffer f P.O. Box 960 From Pfeiffer’s beautiful Tour our campus. Talk with Misenheimer, nC 28109 Misenheimer campus, you have our students. Meet our faculty. 1-800-338-2060 [email protected] easy access to everything North Experience for yourself all Pfeiffer Carolina offers: mountains, has to offer. For scheduling: www.pfeiffer.edu beaches, cities large and small. www.pfeiffer.edu/admissions
Winston- salem ● ● Greensboro ● raleigh ● Asheville ★Misenheimer ● Charlotte ● Fayetteville
Wilmington ●
18 GRAPHIC IDENTITY GUIDELINES PROGRAM MAILERS Brand Applications
Beyond Boundaries CONNECT
20 GRAPHIC IDENTITY GUIDELINES rail ultra super king
From Here to Anywhere. A University as Connections Daily. Bold and Innovative Beyond Boundaries as Charlotte itself Pfeiffer University is helping to shape Charlotte’s growth and success with innovative, high-demand graduate and degree completion programs that blend the latest theory with practical applications and real-world problem solving.
Ready to acquire the knowledge and skills that only a cutting-edge, global education can deliver? Choose Pfeiffer University – an education tailored to a growing Charlotte, and a changing world.
Beyond Boundaries
4701 Park rd. Charlotte, nC 28209 704-945-7320 www.pfeiffer.edu
• Charlotte • misenheimer • raleigh-durham
Graduate ProGrams underGraduate deGree • Business administration ComPLetIon ProGrams • Leadership • Business administration • Financial Fraud • Criminal Justice Investigations* • Health administration • Health administration • Human relations • elementary education • Interdisciplinary studies • special education • marriage and Family therapy • Practical theology
* coming soon
GRAPHIC IDENTITY GUIDELINES 21 Editorial Style Guidelines
The Marketing and Communications PREFERRED STYLES FOR TITLES Preferred Styles for Ph.D. PREFERRED STYLES FOR office is responsible for the writing, design, • Associate Professor of History John Doe has (or other Doctor Degrees) ATHLETIC TITLES and production of all official Pfeiffer been at Pfeiffer University since 1990. • Titles to follow name. • DO NOT refer to the team without attaching publications. – John Doe, Ph.D. is the adjunct professor an “s” to the word. • John Doe, adjunct professor of English and of history. To achieve an institutional standard in all Communications*, has been at Pfeiffer • Falcon (no “s”) may be used to refer to an external publications, the Marketing and University since 1990. Jane Doe, adjunct Preferred Style for other degrees individual. Communications office has put together professor of history, has been at Pfeiffer • Other degrees are not to be listed after name – The Falcons baseball team takes to the field stylistic recommendations for writers based University since 2000. unless the faculty member is an alumnus of on Wednesday in a Conference Carolinas on The Associated Press (AP) Stylebook. We * There is an exception to the style for the major Pfeiffer University. match-up. have excerpted some common conventions. English and Communication. Capitalize the – John Doe ’04, M.S. ’06 is a full professor in • When referring to a team, the correct proper names of languages. In a major with a the history department. pronoun is “its” (not their). ACADEMIC DEGREES proper name (i.e. English)and a nonproper name (i.e. Communication), follow proper name styles • Second Reference - all degrees – The men’s basketball team improved • If mention of degrees is necessary to its overall record with three wins this for both items. • On second reference to a person with any establish someone’s credentials, the preferred weekend. degree, use last name only. form is to avoid an abbreviation and use • John Doe, chair of the Department of • Be careful in use of possessive and plurals. instead a phrase such as: John Doe earned a English and Communication, has been at alumnus, alumni, alumna, alumnae – The Falcons’ home court. doctorate in Psychology. Pfeiffer University since 1990. John Doe, chair of the History Department, has been at • Use alumnus when referring to a man who • DO NOT use the term lady falcons. • Use an apostrophe in bachelor’s and Pfeiffer University since 1990. has attended a school (alumni is plural). Use They are the women’s team, the women, master’s degrees. alumna for similar references to a woman • This history department is integral to or simply the Falcons. • Use such abbreviations as B.A. , M.A., (alumnae is plural). Alumni is used when Pfeiffer University. • Avoid abbreviations when referring to or Ph.D. only when the need to identify referring to a group of men and women. utilizing the university’s complete name. many individuals by degree on first • When referring to an alum’s graduation year, • DO NOT use PU as a reference to Pfeiffer reference would make the preferred form use the following: University. cumbersome. – John Doe ’00 • Use these abbreviations only after a full • For alumni who are married to one another, name – never after just a last name. use this style: • A bachelor’s degree or bachelor’s is – John (’00) and Jane Smith (’00) Doe acceptable in a reference. • Do not precede a name with a courtesy title for an academic degree. – Wrong: Dr. John Doe, Ph.D.
22 GRAPHIC IDENTITY GUIDELINES ADDITIONAL COMMON AP RULES Abbreviate months when used with days, States and Cities AP style does not require the name of THAT PFEIFFER USES and use numerals (1, 2, 3, etc.) not ordinal When the name of a state stands alone in a a state to accompany the names of the numbers (1st, 2nd, etc.). Exceptions are sentence, spell it out. When the name of a city following 30 cities: Atlanta, Baltimore, March, April, May, June and July; write them and state are used together, the name of the Boston, Chicago, Cincinnati, Cleveland, out For example, write Sept. 2, 2008, not state should be abbreviated per AP style (not Dallas, Denver, Detroit, Honolulu, Houston, September 2nd, 2008. But when using only U.S. Post Office, 2-letter style). (Exceptions Indianapolis, Las Vegas, Los Angeles, Miami, the month and year, spell out the month. are Alaska, Hawaii, Idaho, Iowa, Maine, Milwaukee, Minneapolis, New Orleans, New York, Oklahoma City, Philadelphia, Phoenix, Spell out numbers zero through nine and Ohio, Texas and Utah). States should also be Pittsburgh, St, Louis, Salt Lake City, San use numerals for 10 and higher. abbreviated when used as part of a short-form Antonio, San Diego, San Francisco, Seattle, Numbers used at the beginning of a sentence political affiliation. Examples: He came from Washington. are spelled out. Example: Five hundred Lafayette, Ind. The peace accord was signed in twenty-four students attended. Dayton, Ohio. The wildfire began in California Try to write the sentence so it doesn't begin and moved east toward Carson City, Nev. with a number. Example: Attending the event State abbreviations in AP style differ from were 524 students from local colleges. the two-letter ZIP code abbreviations: Years are one of the exceptions. For example: Ala. Md. Ore. 2008 was a bad year for investors. Ariz. Mass. Pa. Use numbers for ages. This is another Ark. Mich. R.I. exception. When used like an adjective, say Calif. Mo. S.C. X-year-old, including the hyphens. Otherwise, Colo. Mont. S.D. don't use the hyphens. For example: Conn. Neb. Tenn. the 5-year-old girl kicked her brother, Del. Nev. Vt. who is 8 years old. Fla. N.H. Va. To indicate time, use figures and lowercase Ga. N.J. Wash. letters (9 a.m., 6 p.m.). Put a space between Ill. N.M. W. Va. the figure and the letters. Exceptions are noon Ind. N.Y. Wis. and midnight (9 a.m.-noon). Do not say 12 Kan. N.C. Wyo. noon or 12 midnight. Ky. N.D. La. Okla.
GRAPHIC IDENTITY GUIDELINES 23 Office of Marketing and Communications P.O. Box 960 Misenheimer, North Carolina 28109 www.pfeiffer.edu