Brand Guidelines Goizueta Business School Brand Guide

BRAND GUIDELINES GOIZUETA BUSINESS SCHOOL BRAND GUIDE

TABLE OF CONTENTS

01 | Brand Strategy Vision & Mission Core Values Audience & Architecture

02 | Brand Identity Colors Metaphors Logos Fonts & Typography Voice & Tone Iconography & Illustration Photography

03 | Brand Execution Mood Board Samples Visual Assets Templates Sub-Brands

04 | Editorial Style Sheet Apostrophe Capitalization Colon Comma Dashes Dates and Time Electronic Media Numbers Period Quotations Spacing That, Which, and Who U.S. States and Territories Class Notes Editorial Recommendations GOIZUETA BUSINESS SCHOOL BRAND GUIDE | 3

BRAND STRATEGY

GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND STRATEGY | 4 BRAND STRATEGY

GOIZUETA'S MISSION Our mission is to prepare principled leaders to have a positive influence on business and society.

GOIZUETA'S VISION To be the community of choice for learners, leaders, and educators who are admired for positively influencing the world of business.

GOIZUETA'S BRAND PROMISE The Goizueta Business School strives to be the voice, authority, and influence of meaningful business performance that ignites passion to drive lasting change.

GOIZUETA'S STRATEGY Raise the stature of goizueta business school with key constituents by leveraging our entrepreneurial spirit among faculty and staff to deliver innovative ideas that foster collaboration, further our external influence and fuel our financial resources.

CORE VALUES

COURAGE INTEGRITY ACCOUNTABILITY

TEAM COMMUNITY RIGOR

DIVERSITY RESPECT SCHOLARSHIP

LEADERSHIP GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND STRATEGY | 5 AUDIENCE

PROSPECTIVE STUDENTS ALUMNI MEDIA • Full-Time MBA • Far-Flung (Working out of state but still want to • Evening MBA feel part of the community) PEER INSTITUTIONS • Executive MBA • Localpreneurs (Entrepreneurs who stayed in Atlanta) • MS in Business Analytics • Nostalgists (BBA grads) • BBA • Up & Comers (MBA grad, early to mid career) NON-ALUMNI DONORS • Executive Education • Executive Suite (MBA grad, late career) • PhD • Double Dippers (Goizueta BBA and MBA) ATLANTA CIVIC COMMUNITY • Female Grads PROSPECTIVE BBA PARENTS • Philanthropic Retirees EMORY UNIVERSITY • Industry Group – Consulting Services CURRENT STUDENTS – Financial Services – Technology FACULTY – Consumer Products – Manufacturing STAFF – Pharma/Biotech/Healthcare – Transportation – Real Estate CORPORATE PARTNERS – Retail • Recruiter • Cultural Groups • Executive Education Partner • Philanthropic Partner • Faculty Insight Partner • Student Insight Partner • Atlanta Economy Partner GOIZUETA BUSINESS SCHOOL BRAND GUIDE | 6

BRA ND IDENTITY GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 7 COLORS

The Goizueta Business School color palette includes primary and signature colors. To maintain a connection to the school, the sub-brand signature colors must be used in conjunction with the Goizueta primary palette.

PRIMARY SIGNATURE GHOST NEUTRAL

PMS 280 PMS 635 PMS 426 PMS 443 GOIUETA CMYK — 100, 94, 27, 23 CMYK — 32, 0, 1, 0 CMYK — 81, 67, 55, 83 CMYK — 43, 25, 26, 5 RGB — 1, 33, 105 R —164, 219, 232 RGB — 37, 40, 42 RGB — 145, 157, 157 BUSINESS SCHOOL HEX — #012169 HEX #A4DBE8 HEX #25282A HEX #919D9D

PMS 7461 PMS 7457 PMS 420 CMYK — 98, 24, 1, 3 CMYK — 25, 0, 0, 0 CMYK — 18, 13, 10, 0 TO-YEAR MBA RGB — 0, 125, 186 RGB — 187, 221, 230 RGB — 199, 201, 199 HEX — #007DBA HEX — #BBDDE6 HEX #C7C9C7

PMS 7716 PMS 573 ACCENT CMYK — 82, 5, 39, 9 CMYK — 24, 0, 11, 0 RGB — 0, 150, 143 RGB — 181, 227, 216 ONE-YEAR MBA PMS 485 PMS 278 HEX — #00968F HEX — #B5E3D8 CMYK — 0, 95, 100, 0 CMYK — 43, 17, 0, 0 RGB — 218, 41, 28 RGB — 139, 184, 232 HEX — #DA291C HEX — #8BB8E8 PMS 300 PMS 290 EVENING MBA CMYK — 100, 56, 0, 3 CMYK — 25, 1, 0, 0 PMS 1565 PMS 367 RGB — 0, 94, 184 RGB — 185, 217, 235 CMYK — 0, 42, 60, 0 CMYK — 37, 0, 77, 0 HEX — #005EB8 HEX — #B9D9EB RGB — 255, 160, 106 RGB — 164, 214, 94 HEX — #FFA06A HEX — #A4D65E

PMS COOL GRAY 9 PMS COOL GRAY 2 COPY EXECUTIVE MBA CMYK — 50, 40, 34, 17 CMYK — 14, 10, 8, 0 RGB — 117, 120, 123 RGB — 208, 208, 206 HEX — #75787B HEX — #D0D0CE PMS 4287 PMS 2333 CMYK —66, 62, 55, 54 CMYK — 49, 43, 44, 23 RGB —69, 65, 66 RGB — 113, 110, 106 HEX —#454142 HEX — #716E6A PMS 166 PMS 162 MS IN BUSINESS CMYK — 0, 76, 100, 0 CMYK — 0, 27, 32, 0 RGB — 227, 82, 5 RGB — 255, 190, 159 ANALYTICS HEX — #E35205 HEX — #FFBE9F

PMS 7740 PMS 7486 LIN BBA CMYK — 73, 1, 91, 17 CMYK — 25, 0, 50, 0 RGB — 58, 145, 63 RGB — 188, 225, 148 PMS 647 HEX — #3A913F HEX — #BCE194 CMYK — 88, 52, 3, 12 RGB — 35, 97, 146 HEX — #236192 PMS 130 PMS 1205 EXECUTIVE CMYK — 0, 32, 100, 0 CMYK — 0, 4, 48, 0 EDUCATION RGB — 242, 169, 0 RGB — 248, 224, 142 HEX — #F2A900 HEX — #F8E08E METALLICFOIL

PMS 280 PMS 130 PMS 125 PMS 280 PMS 635 PMS 871 CMYK — 100, 94, 27, 23 CMYK — 0, 32, 100, 0 CMYK — 6, 32, 100, 24 CMYK — 100, 94, 27, 23 CMYK — 32, 0, 1, 0 CMYK — 0, 17, 55, 50 RGB — 1, 33, 105 RGB — 242, 169, 0 RGB — 181, 133, 0 PHD RGB — 1, 33, 105 RGB — 164, 219, 232 RGB — 132, 117, 78 HEX #012169 HEX — #F2A900 HEX — #B58500 HEX — #012169 HEX — #A4DBE8 HEX — #84754E GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 8 ACTION

Designs using the Goizueta brand should evoke a sense of action. In particular: INFLUENCE A RARITY AND AN EXCEPTION Lorem ipsum dolor sit amet, Lorem diam nonummy nibh euismod tincid- Lorem ipsum dolor sit amet, consectetuer adipiscing ipsum dolor sit amet, consectetuer unt ut laoreet dolore magna aliquam adipiscing elit, sed diam nonummy nibh erat volutpat. Ut wisi enim ad minim elit, sed diam Lorem ipsum dolor sit amet, consec euismod tincidunt ut laoreet dolore veniam, quis nostrud exerci tation tetuer adipiscing elit, sed diam nonummy nibh euis magna aliquam erat volutpat. Ut wisi ullamcorper suscipit lobortis nisl ut • Goizueta makes change happen enim ad minim veniam, quis nostrud aliquip ex ea commodo consequat. mod tincidunt ut laoreet dolore magna aliquam erat exerci tation ullamcorper suscipit Duis autem vel eum iriure dolor in lobortis nisl ut aliquip ex ea commodo hendrerit in vulputate velit esse mo- volutpat. Ut wisi enim ad minim veniam, quis nos consequat. Duis autem vel eum iriure lestie consequat, vel illum dolore eu • Goizueta creates lasting impact trud exerci tation ullamcorper suscipit lobortis nisl dolor in hendrerit in vulputate velit esse feugiat nulla facilisis at vero eros et molestie consequat, vel illum dolore eu accumsan et iusto odio dignissim qui ut aliquip ex ea commodo consequat. feugiat nulla facilisis at vero eros et blandit praesent luptatum zzril dele- accumsan et iusto odio dignissim qui nit augue duis dolore te feugait nulla blandit praesent luptatum zzril delenit facilisi. • Goizueta’s work has ripple effects augue duis dolore te feugait nulla facili- Lorem ipsum dolor sit amet, cons si. ectetuer adipiscing elit, sed diam Lorem ipsum dolor sit amet, cons nonummy nibh euismod tincidunt ut ectetuer adipiscing elit, sed diam laoreet dolore magna aliquam erat • Goizueta is a hub for positive action nonummy nibh euismod tincidunt ut volutpat. Ut wisi enim ad minim laoreet dolore magna aliquam erat veniam, quis nostrud exerci tation volutpat. Ut wisi enim ad minim ullamcorper suscipit lobortis nisl ut veniam, quis nostrud exerci tation ulla- aliquip ex ea commodo consequat. • Goizueta is shifting paradigms within established mcorper suscipit lobortis nisl ut aliquip Lorem ipsum dolor sit amet, consec- ex ea commodo Lorem ipsum dolor sit tetuer adipiscing elit, sed diam amet, consectetuer adipiscing elit, sed nonummy nibh euismod tincidunt ut

disciplines Roberto Goizueta was one of those leaders who come once in a generation. “He was a • Goizueta finds ways to break binaries and create rarity and an exception,” says Allen. both/and outcomes GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 9 LOGOS

Horizontal version shown. Additional versions of the logo are available for download at emory.biz/brand.

Size Clearspace Background Contrast The logo must appear at a minimum size to ensure The logo must have clear space between the logo and The logo must be placed on a background of sufficient clarity. For print: The “SCHOOL” portion of the logo any other elements. The clear space is the height of contrast. must be more than 0.5 inches wide. For web: The the letter ‘M’ in ‘EMORY’. “SCHOOL” portion of the logo must be more than 90 pixels wide.

Print size: >0.5 inches Web size: >90 px GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 10 LOGOS

DON'Ts The logo may NOT be skewed, modified, or colored beyond the approved variations provided.

The logo may NOT be stretched or skewed.

The logo may NOT be colored using tones outside of the Emory primary color palette (see Colors section).

Approved Color Variations GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 11 FONTS & TYPOGRAPHY

The Goizueta Business School brand uses six approved typefaces:

For Hero Headings For Body Copy HEROIC CONDENSED Roboto Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789 System Font Alternate: Arial Narrow System Font Alternate: Arial Bold

For Section Headings For Eyebrow + Stand Alone Paragraphs Oswald Crimson ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789 System Font Alternate: Times Regular System Font Alternate: Arial Narrow Bold

For Subheadings For Epic Headings Sentinel Masqualero ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 0123456789 System Font Alternate: Times Regular System Font Alternate: Gill Sans Bold GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 12 FONTS & TYPOGRAPHY

Hero headings, epic headings, and eyebrows should be set in all-caps. Section headings and subheadings should be sentence-cased.

This is body copy that has a Section Heading or a Hero Heading. Heroic Condensed Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dim nibh Heavy 86pt Roboto Condensed Regular 16pt, 28pt leading euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Wisi HERO HEADING enim ad quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Crimson Roman 12pt EYEBROW Oswald Medium 44pt Section Heading I This is paragraph copy that stands alone or is used as a callout. Sentinel Light 30pt Subhead Lorem ipsum dolor sit amet, consectetuer

Crimson Roman/Bold adipiscing elit, sed dim nibh euismod Crimson Roman 12pt EYEBROW 24pt, 36pt leading tincidunt ut laoreet dolore magna aliquam Oswald Medium 38pt Section Heading II erat volutpat. Wisi enim ad quis nostrud exerci tation ullamcorper suscipit lobortis Sentinel Light 26pt Subhead nisl ut aliquip ex ea commodo consequat.

Crimson Roman 12pt EYEBROW Oswald Regular 30pt Section Heading III A totally Sentinel Light 21pt Subhead Masqualero Bold/ stand-alone EPIC ExtraBlack Oswald Light 26pt Section Heading IV HEADING GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 13 VOICE & TONE

Voice is the personality or style of your writing—what sometimes is We have established a set of tone words that express the core values of Goizueta and thought of as your attitude toward your audience. It helps you catch reflect its personality. These words are not to be used in copy, but they should inspire your readers' attention and establish a relationship with them. Voice is the way you communicate with different audiences. The tone will shift depending on important in the work we do, because it establishes consistency across the audience, but all communications should use the following words as a guide. a website or family of publications. And, the way we talk about the brand shapes how people feel about it. Purposeful - We have work to do. Magnetic - We attract partnerships of high caliber. The Goizueta voice should feel lofty, aspirational, progressive — yet Noble - We stand by what is good. welcoming — and always resolute. The voice has a little attitude and Ambitious - We are not afraid of high aspirations. edge, and a hunger for serious growth. Harmonious - We work in service of community. Equitable - We are just and fair-minded. The Goizueta voice uses language that is dynamic, empowering, and echoes themes of inquisitiveness, optimism, and impact. This is a The first three tone words are inherited from Emory, our parent university. These keep passionate place, driven to excel and create. The voice should feel us connected and aligned with our academic community. The last three tone words are established but not like the establishment. unique to Goizueta Business School, and evoke our commitment to going beyond just business. KEY NOTES - Use a commanding, confident voice. Tone A: Goizueta, the Innovator - Use an active voice. Key tone words: Purposeful, Ambitious - Use a conversational voice, employing storytelling to share your We don't just cause effects, we cause impact. message. - Be concise and direct, keeping and the length of your piece in check. Tone B: Goizueta, the Leader Key tone words: Magnetic, Harmonious Messaging should use a singular, unified voice across the institution. We don't just make professionals, we make leaders. However, that singular voice can speak with different tones depending on audience. If voice is the personality of your piece, then tone is the Tone C: Goizueta, the Exemplar mood. Your tone will vary from piece to piece, but only within the consis- Key tone words: Noble, Equitable tent voice you have established. We don't just create change, we create opportunity. GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 14 ICONOGRAPHY & ILLUSTRATION

We use a customized version of the "Streamline Icon" library. The icons are customized with an accent color from the primary brand palette. Any iconography required should be provided by the Goizueta Marketing department. GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 15 VISUAL ELEMENTS

The Goizueta Business School brand includes a variety of graphic elements that can be used to add visual interest to creative materials. These elements should be used judiciously. As a rule, use no more than four different elements on a single spread. To download the full visual assets package, visit emory.biz/brand. To learn more on how to apply these elements, refer to the Brand Execution section.

Wave Emblem This illustration is used as an element to enhance Use the emblem as an overlapping layouts and represent growth. It is also a subtle element to create a dynamic homage to our namesake Roberto C. Goizueta layout. Additional versions of the and the company he led to prosperity. The wave is seal are available in the Emory permitted to be used in the primary colors, signature primary color palette. colors, and neutral colors.

Color Bars Arrows To highlight the main headlines in print and digital To direct attention towards pieces, and to add interest to layout, use our information or add movement signature “color bars.” to the layout, use our signature "arrows".

Minimal Boxes Cut Corners To accent key quotes or headings, use our signature Use cut corners as accents for "minimal boxes." text boxes.

Quote-box Stat Emblem To accent quotes, use our signature quote boxes. Use our signature "stat emblem" X to highlight key data and information. GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 16 SUB-BRANDS

Per the colors section, the individual brand executions will feature their signature brand colors. The primary Goziueta color palette (see Colors Section) must be used in conjunction with the sub-brand's design. Below are examples of the signature color application for each subbrand. For more direction on brand execution, see the Brand Execution section.

TWO-YEAR MBA ONE-YEAR MBA EVENING MBA EXECUTIVE MBA

CHALLENGE & CHALLENGE & CHALLENGE & CHALLENGE & TRANSFORM TRANSFORM TRANSFORM TRANSFORM THE ORLD OF BUSINESS AND BEYOND THE ORLD OF BUSINESS AND BEYOND THE ORLD OF BUSINESS AND BEYOND THE ORLD OF BUSINESS AND BEYOND

TO-YEAR MBA ONE-YEAR MBA EVENING MBA EXECUTIVE MBA

Start with a strong foundation in the Start with a strong foundation in the Start with a strong foundation in the Start with a strong foundation in the liberal arts and further develop your liberal arts and further develop your liberal arts and further develop your liberal arts and further develop your problem solving and analytical skills in problem solving and analytical skills in problem solving and analytical skills in problem solving and analytical skills in the BBA program. Level up your career the BBA program. Level up your career the BBA program. Level up your career the BBA program. Level up your career through short courses and certificate through short courses and certificate through short courses and certificate through short courses and certificate programs designed to help you go above programs designed to help you go above programs designed to help you go above programs designed to help you go above and beyond. and beyond. and beyond. and beyond.

MS IN BUSINESS ANALYTICS BBA EXECUTIVE EDUCATION PHD

TWO-YEAR MBA ONE-YEAR MBA EVENING MBA EXECUTIVE MBA

FIND YOUR CALLING FIND YOUR CALLING FIND YOUR CALLING FIND YOUR CALLING FOLLO YOUR PASSION FOLLO YOUR PASSION FOLLO YOUR PASSION FOLLO YOUR PASSION

TWO-YEAR MBA ONE-YEAR MBA EVENING MBA EXECUTIVE MBA

Start with a strong foundation in the liberal arts and further develop your Start with a strong foundation in the liberal arts and further develop your Start with a strong foundation in the liberal arts and further develop your Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the Two-Year MBA program. You’ll problem solving and analytical skills in the One-Year MBA program. You’ll problem solving and analytical skills in theEvening MBA program. You’ll problem solving and analytical skills in the Executive MBA program. You’ll forge your own path based on your interests and intellectual callings. forge your own path based on your interests and intellectual callings. forge your own path based on your interests and intellectual callings. forge your own path based on your interests and intellectual callings.

Applicant Info Session Resume Spring Career Fair Applicant Info Session Resume Spring Career Fair Applicant Info Session Resume Spring Career Fair Applicant Info Session Resume Spring Career Fair Workshop TH, 1/20 10 a.m.-2 p.m. Student Workshop TH, 1/20 10 a.m.-2 p.m. Student Workshop TH, 1/20 10 a.m.-2 p.m. Student Workshop TH, 1/20 10 a.m.-2 p.m. Student W, 1/22 6:30 p.m. GBS 204 Centera W, 1/22 6:30 p.m. GBS 204 Centera W, 1/22 6:30 p.m. GBS 204 Centera W, 1/22 6:30 p.m. GBS 204 Centera

Why the BBA Matters/How an Emory What Should I Do This Summer Why the BBA Matters/How an Emory What Should I Do This Summer Why the BBA Matters/How an Emory What Should I Do This Summer Why the BBA Matters/How an Emory What Should I Do This Summer Student Becomes a Goizueta Graduate TH, 2/6 5:15 p.m. GBS 204 Student Becomes a Goizueta Graduate TH, 2/6 5:15 p.m. GBS 204 Student Becomes a Goizueta Graduate TH, 2/6 5:15 p.m. GBS 204 Student Becomes a Goizueta Graduate TH, 2/6 5:15 p.m. GBS 204 TH, 1/23 5:15 p.m. GBS 204 TH, 1/23 5:15 p.m. GBS 204 TH, 1/23 5:15 p.m. GBS 204 TH, 1/23 5:15 p.m. GBS 204 Assess the Best Assess the Best Assess the Best Assess the Best Why the BBA Matters/How an Oxford W, 2/12 | 7 p.m. | GBS 204 Why the BBA Matters/How an Oxford W, 2/12 | 7 p.m. | GBS 204 Why the BBA Matters/How an Oxford W, 2/12 | 7 p.m. | GBS 204 Why the BBA Matters/How an Oxford W, 2/12 | 7 p.m. | GBS 204 Student Becomes a Goizueta Graduate Student Becomes a Goizueta Graduate Student Becomes a Goizueta Graduate Student Becomes a Goizueta Graduate M, 1/27 5:15 p.m. Oxford Library 201 AMA: Ask Me Anything M, 1/27 5:15 p.m. Oxford Library 201 AMA: Ask Me Anything M, 1/27 5:15 p.m. Oxford Library 201 AMA: Ask Me Anything M, 1/27 5:15 p.m. Oxford Library 201 AMA: Ask Me Anything TH, 2/19 3-6 p.m. BBA Conf. TH, 2/19 3-6 p.m. BBA Conf. TH, 2/19 3-6 p.m. BBA Conf. TH, 2/19 3-6 p.m. BBA Conf. HireUs Prep Session Rm. 313 HireUs Prep Session Rm. 313 HireUs Prep Session Rm. 313 HireUs Prep Session Rm. 313 T, 1/28 5:15 p.m. GBS 204 T, 1/28 5:15 p.m. GBS 204 T, 1/28 5:15 p.m. GBS 204 T, 1/28 5:15 p.m. GBS 204

MS IN BUSINESS ANALYTICS BBA EXECUTIVE EDUCATION PHD

FIND YOUR CALLING FIND YOUR CALLING FIND YOUR CALLING FIND YOUR CALLING FOLLO YOUR PASSION FOLLO YOUR PASSION FOLLO YOUR PASSION FOLLO YOUR PASSION

MS IN BUSINESS ANALYTICS BACHELOR OF BUSINESS ADMINISTRATION EXECUTIVE EDUCATION PHD

Start with a strong foundation in the liberal arts and further develop Start with a strong foundation in the liberal arts and further develop Start with a strong foundation in the liberal arts and further develop your Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the MSBA program. You’ll your problem solving and analytical skills in the BBA program. You’ll problem solving and analytical skills in the Executive Education program. your problem solving and analytical skills in the PHD program. You’ll forge your own path based on your interests and intellectual callings. forge your own path based on your interests and intellectual callings. You’ll forge your own path based on your interests and intellectual callings. forge your own path based on your interests and intellectual callings.

We allow for designer discretion when selecting photography, but these guidelines should be respected when possible and appropriate: For portraits and single-subject: The subject should be looking at the camera with a confident expression. For multiple-subject: The subjects should be candid, not posed. They should be active, expressive, happy, and engaged. GOIZUETA BUSINESS SCHOOL BRAND GUIDE | 19

BRAND EXECUTION GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 20 MOOD BOARD GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 21 VISUAL ASSETS

Execution Example 1

1 Minimal Box To accent key quotes or headings, use our signature "minimal boxes." 1 2 INFLUENCE A RARITY AND AN EXCEPTION Lorem ipsum dolor sit amet, Lorem diam nonummy nibh euismod tincid- Lorem ipsum dolor sit amet, consectetuer adipiscing ipsum dolor sit amet, consectetuer unt ut laoreet dolore magna aliquam adipiscing elit, sed diam nonummy nibh erat volutpat. Ut wisi enim ad minim elit, sed diam Lorem ipsum dolor sit amet, consec euismod tincidunt ut laoreet dolore veniam, quis nostrud exerci tation magna aliquam erat volutpat. Ut wisi ullamcorper suscipit lobortis nisl ut tetuer adipiscing elit, sed diam nonummy nibh euis enim ad minim veniam, quis nostrud aliquip ex ea commodo consequat. mod tincidunt ut laoreet dolore magna aliquam erat exerci tation ullamcorper suscipit Duis autem vel eum iriure dolor in 2 Emblem lobortis nisl ut aliquip ex ea commodo hendrerit in vulputate velit esse mo- volutpat. Ut wisi enim ad minim veniam, quis nos consequat. Duis autem vel eum iriure lestie consequat, vel illum dolore eu Use the emblem as an overlapping trud exerci tation ullamcorper suscipit lobortis nisl dolor in hendrerit in vulputate velit esse feugiat nulla facilisis at vero eros et molestie consequat, vel illum dolore eu accumsan et iusto odio dignissim qui element to create a dynamic layout. ut aliquip ex ea commodo consequat. feugiat nulla facilisis at vero eros et blandit praesent luptatum zzril dele- accumsan et iusto odio dignissim qui nit augue duis dolore te feugait nulla blandit praesent luptatum zzril delenit facilisi. augue duis dolore te feugait nulla facili- Lorem ipsum dolor sit amet, cons si. ectetuer adipiscing elit, sed diam Lorem ipsum dolor sit amet, cons nonummy nibh euismod tincidunt ut ectetuer adipiscing elit, sed diam laoreet dolore magna aliquam erat nonummy nibh euismod tincidunt ut volutpat. Ut wisi enim ad minim laoreet dolore magna aliquam erat veniam, quis nostrud exerci tation volutpat. Ut wisi enim ad minim ullamcorper suscipit lobortis nisl ut veniam, quis nostrud exerci tation ulla- aliquip ex ea commodo consequat. mcorper suscipit lobortis nisl ut aliquip Lorem ipsum dolor sit amet, consec- ex ea commodo Lorem ipsum dolor sit tetuer adipiscing elit, sed diam amet, consectetuer adipiscing elit, sed nonummy nibh euismod tincidunt ut

Roberto Goizueta was one of those leaders 3 Wave who come once in a generation. “He was a This illustration is used as an element to rarity and an exception,” says Allen. enhance layouts and represent growth. 3 GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 22 VISUAL ASSETS

Execution Example 2

1 1 Color Bars To highlight the main headlines in print and

digital pieces, and to add interest to layout, 4 use our signature “color bars.” INTEGRITY ITHOUT LIMITS 2 Minimal Box Use minimal boxes to accent information and Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed create structure. diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

3 Quote Box Lorem ipsum dolor sit amet, Lorem ipsum dolor Use our signature "quote box" for quotes. sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet 2 dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation “We are honored to carry ullamcorper suscipit lobortis nisl ut aliquip ex ea the Goizueta E ect torch. commodo consequat. Sim qui blandit praesent And together, we’ll light the luptatum zzril delenit augue duis dolore te feugait nulla facilisi. way for all those looking to 4 Cut Corner not only leave an impact, Use the cut corner sparingly to create a physical but a legacy. ”

dynamic on boxes that enclose text. Out of the 3 ean rika ames, oiueta usiness chool three text boxes shown, this location was the most appropriate for the following reasons: - Reduced empty white space - Allowed more of the background image GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 23 VISUAL ASSETS

Execution Example 3

1 Color Bars 1 To highlight the main headlines in print and digital pieces, and to add interest to layout, 2 use our signature “color bars.” Remember the days of extra credit?

Lorem ipsum dolor sit amet, consectetuer 2 Cut Corners adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna Use our signature "cut corner" as an accent aliquam erat volutpat. Ut wisi enim ad minim 3 veniam, quis nostrud exerci tation #1 for the text box. ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore Nationally-Ranked Executive MBA eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit veniam, quis nostrud exerci tation praesent luptatum zzril delenit augue duis ullamcorper suscipit lobortis nisl ut dolore te feugait nulla facilisi. aliquip ex ea commodo consequat. Duis Lorem ipsum dolor sit amet, cons ectetuer autem vel eum iriure dolor in hendrerit in adipiscing elit, sed diam nonummy nibh vulputate velit esse molestie consequat, vel euismod tincidunt ut laoreet dolore magna illum dolore eu feugiat nulla facilisis at 3 Stat Emblem aliquam erat volutpat. Ut wisi enim ad minim vero eros et accumsan et iusto odio veniam, quis nostrud exerci tation dignissim qui blandit praesent luptatum Use our signature "stat emblem" to high- ullamcorper suscipit lobortis nisl ut aliquip zzril delenit augue duis dolore te feugait ex ea commodo consequat. light key data and information. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim

X 4

4 Arrows To add movement to the layout, use our signature "arrows". GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 24 VISUAL ASSETS

Other examples

MAKE YOUR "I know everyone not just by name, but I know many of their MARK families, interests, and goals. It is an amazing network to have." Rohan Chatterjee 17MBA Senior Consultant, Deloitte Bring your ideas, insight, and ingenuity and get ready to become a different kind of leader.

No matter the program you choose, you’ll work side-by-side with some of the world’s leading business thinkers and strategists, build a global network of business innovators, tap into a booming city filled with Fortune 500s and startups, and become prepared to change business for the better. NETORING CHALLENGE & TRANSFORM EVENT THE ORLD OF BUSINESS AND BEYOND TUESDAY UNE PM EVENING MBA Start with a strong foundation in the liberal arts and further develop your ONE-YEAR MBA | TWO-YEAR MBA | EVENING MBA | EXECUTIVE MBA | MS BUSINESS ANALYTICS | EXECUTIVE EDUCATION GOIUETA BUSINESS SCHOOL problem solving and analytical skills in the BBA program. Level up your career through short courses and certificate programs designed to help you go above EMORY.BIZ/EFFECT and beyond. GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 25 DONT'S

Example 1

There is insufficient contrast between the color of the logo and background.

The quote box should NOT be A OUEA O O OY A There is insufficient the size of the whole quote. EROAE EUAO U contrast between the color of the text and AO A EROAE EEREE background. MARA EMA EER EMA RORAM MAAER OOE

The minimal box should stay in proportion to a square and Goizueta’s Evening MBA is one of the best in the nation and the top-ranked in Georgia for a reason. Designed for working professionals, NOT wrap the entire text. we’ll test, challenge, and equip you with the knowledge to turn idea into action. In small classes taught by world-renowned professors, you’ll apply theory to real-life problems, seek out innovative approaches, and There are too many challenge business-as-usual mindsets. Find your way to go beyond. elements overlapping the wave. GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 26 DONT'S

Example 2

Do NOT format your headings in Sentence case or Title Case. All headings should be formated in all-caps. Y MA Y Do NOT place your text over a Y Do NOT overscale the busy backgroumd. size of the arrows. They should be used as a Y subtle accent.

Do NOT modify the color of the wave. GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 27 DONT'S

Example 3

There is insufficient contrast between the Do NOT tint your image. color of the text and background.

Do NOT use too many A E EU O UE AA elements. The minimal A EOO box should not be used in Y Goizueta’s STEM-credentialed Master of Science in Business Analytics conjunction with the cut- combines business, data, and technology to make you an effective corner box.. business data scientist for a data-driven world. This 10-month, immersive program emphasizes hands-on learning in real-world partnerships with organizations like FedEx, InterContinental Hotels Group (IHG), and The Home Depot, so when you’re done, you can hit the ground running in any industry. Through it all, you’ll have a team to help you chart your career path in some of the fastest-growing fields in business.

Do not use more than 4 different elements in your design. AERAE REAE O MO O OMEAO GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 28 TEMPLATES

Branded templates are available for download at emory.biz/brand. Templates include: GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 29 BEST PRACTICES

LOGOS 1. The logo may NOT be colored using tones outside of the Emory primary color palette (see Colors section). 2. For print: The “SCHOOL” portion of the logo must be more than 0.5 inches wide. For web: The “SCHOOL” portion of the logo must be more than 90 pixels wide. 3. The logo must have clear space between the logo and any other elements. The clear space is theheight of the letter ‘M’ in ‘EMORY’.

COLORS 1. The sub-brand signature colors may not be used without the Goizueta primary color palette. 2. When using black text on a gold background, our Emory blue must be incorporated in your EOME design. OUEA AORY OAR 3. Do NOT use gold text on solid blue background.

VISUAL ASSETS AEE 1. Visual assets should be used judiciously. As a rule, use no more than four different elements on a single-paged document. RAORM E OR O UE A EYO

Emory Executive Education prepares leaders for whats new and next in business Level up your career through short courses and certificate programs designed to help you go above and beyond PHOTOGRAPHY TREATMENT Upcoming Short Courses Executive Communication Leadership Presence October 1617 2019 1. A photo should almost always be full color or black-and-white. A photo may only be tinted if all Executive Decision Making December 1617 2019 of the following apply: R R R • The photo does not contain people. • The photo will have a text overlay. • Do NOT place text over photo subjects' faces. Text should be in an opaque box, or on a neutral part of a full-color photo. GOIZUETA BUSINESS SCHOOL BRAND GUIDE | 30

EDITORIAL STYLE SHEET GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 31 EMORY BUSINESS EDITORIAL STYLE SHEET

The Emory Business Editorial Style Sheet is designed to maintain consistency among articles submitted for publication in Emory Business. The style sheet covers essential rules as well as important house variations. For more detailed information on punctuation, capitalization, the treatment of numbers, quotations, and abbreviations, please consult The Associated Press Stylebook, the standard reference at Goizueta.

Apostrophe • Abbreviations. For plurals of abbreviations, use an apostrophe before the s if the abbreviation has periods. Otherwise, simply add an s to the end. I.D.’s but CDs, GEDs, PhDs, MBAs

• Degrees. Use an apostrophe in bachelor’s degree, master’s degree.

• Nouns ending in s. Only an apostrophe is required for the possessive of singular nouns ending in s. Harris’ work; Charles’ course

• Plural nouns. If the plural is formed with an s, add an apostrophe after the s to show possession. If the plural is irregular (men, children, mice, etc.), form the plural with an apostrophe and then an s. customers’ preferences; students’ grades; men’s apparel

• Plural letters. Form the plural of lowercase letters with an apostrophe and an s. The apostrophe and the s are roman even when the letter is italic. x’s and y’s x’s and y’s

Form the plural of single uppercase letters without an apostrophe, except to avoid confusion. two Bs and a C- but three A’s, not three As

• Plural numbers. Do not use an apostrophe before the s for decades or for other plural numbers. However, do use an apostrophe to indicate missing numbers. the oil crisis of the 1980s the big hair styles of the ’80s children born in the ’70s temperatures in the high 70s GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 32

Capitalization School Use the full and proper name of the school, and capitalize each word. Emory University’s Goizueta Business School Emory’s Goizueta Business School Goizueta Business School

Never use “the” before the name of the school.

Never use the abbreviation “GBS” for Goizueta Business School. Use the full name, or write “Goizueta” or “the business school.” In most cases, “Goizueta” will suffice as the first mention of the school in an article, followed by “the business school” or “the school” later in the text.

Degree Programs Capitalize each word when referring to the proper program name. When the word “program” is used in conjunction with the name, “program” should not be capitalized. Goizueta’s Executive MBA Goizueta’s Evening MBA program the BBA program

• Generic degree references. Capitalize only the degree and use the word “program.” an executive MBA program; several one-year MBA programs She was looking for an evening program.

• Hyphenated degree programs. Capitalize both halves of hyphenated degree programs. Goizueta’s Full-Time MBA; Goizueta’s One-Year MBA Part-Time Evening MBA Goizueta IMPACT One-Year MBA Goizueta IMPACT Two-Year MBA Goizueta IMPACT

In running text, when hyphenated programs are used as adjectives, do not capitalize full-time or one-year. He then addressed the full-time MBA students in the audience.

Please note: BBA Career Management Center, MBA Career Management Center (BBA CMC and MBA CMC acceptable after the full name has been referred to first) GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 33

Center for Alternative Investments (CAI) Emory Executive Education (no acronym) Emory Marketing Analytics Center (EmoryMAC—note the lack of a space) Flex/Core (a reference to a flexible sequence of core courses; always capitalize “Flex” and “Core”) Global Experiential Module (replaces Colloquium, international module for MBAs) Goizueta Advanced Leadership Academy (GALA) GMAT (do not write out “Graduate Management Admissions Test”) Inside Goizueta (an annual conference; always capitalized) Start:ME Program or Start:ME Accelerator Program Social Enterprise @ Goizueta (SE@G) Trek — Arts Management Trek; Film Trek Welcome Weekend (admitted students meet with current students; always capitalized)

Goizueta degrees conferred as of Jan. 2020 Bachelor of Business Administration (BBA) BBA/MPA BBA/MSBA Dual Degree in Engineering: BBA from Emory and a BS in Engineering from GA Tech (https://goizueta.emory.edu/undergraduate-business-degree/academic-pathways/dual-degrees) BBA+QSS One-Year MBA Full-Time Two-Year MBA Part-Time Evening MBA Weekend Executive MBA Modular Executive MBA (Note: changes coming to this program) JM/MBA MD/MBA MDiv/MBA MPH/MBA JD/MBA DPT/MBA JD/MBA MTS/MBA Titles of People • Academic, professional, and civil titles. Titles preceding a name are capitalized (in this case, the title functions as part of the person’s name), but titles following a name or used in place of a name are normally lowercased. GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 34

Dean Erika James discussed the new PhD program. Erika James, dean of Goizueta Business School, offered her comments. Andrea Hershatter, senior lecturer in organization and management and senior associate dean of undergraduate education, noted that . . .

Lowercase words like president, professor, dean, director, and so on when they stand alone in running text. Ignatius Few was the first president of Emory College. Send your request to the chairman of the department.

• Named professorships. Named or chaired professorships are capitalized even when following a name, though not when used descriptively. Jagdish Sheth, Charles H. Kellstadt Chair in Marketing, remarked on the success of the conference and its impact on Goizueta. Jagdish Sheth, chaired professor of marketing, remarked on the success . . .

• Formal contexts. In formal contexts (especially in lists of donors), as opposed to running text, titles are sometimes capitalized even when following a personal name. Exceptions may also be called for in promotional or other contexts for reasons of courtesy or politics.

• Corporate and organizational titles. the chief executive officer; the CEO Roberto Goizueta was chairman and CEO of The Coca-Cola Company. He was the youngest chief executive officer in the company’s history.

• Titles used in apposition. When a title is used descriptively before a person’s name (i.e., in apposition, usually with “the”), it is lowercased. the then secretary of state Colin Powell but Secretary of State Colin Powell

Institutions and Companies When cited in full, use initial caps for an organization’s name. Generic terms such as school and company are lowercased when used alone. The Goizueta Business School was named after Roberto Goizueta. The school has long championed ideals of principled leadership. She serves on the Board of Trustees of Emory University. The board of trustees met last Wednesday. The board is composed of ten members. GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 35

The General Electric Corporation partners with Goizueta in several ways. The corporation and school have mutual interests.

• Fact check. Please fact check business names, as many include unusual spelling and punctuation. PricewaterhouseCoopers Avenue A | Razorfish

• “The.” In general, a “the” preceding an institution’s name, even when part of the official title, is lowercased in running text. The Wharton School of the University of Pennsylvania but After graduating from the Wharton School, she moved to Atlanta. Exceptions (house style) The Coca-Cola Company The Goizueta Foundation (capitalize “The” in running text). In conjunction with The Coca-Cola Company, The Goizueta Foundation has funded several scholarships. The Carter Center The Home Depot

Courses, Fields of Study, and Degrees • Course titles. Capitalize course titles when given exactly. He signed up for Introduction to Marketing Strategies.

• Informal course references. Lowercase informal course references or fields of study. She is teaching an introductory course on marketing strategies. In addition to accounting courses, marketing majors must take at least one consulting course in their first year.

• Academic degrees cited in full. Capitalize an academic degree when it is given in full. a Master of Business Administration (MBA) (no ’s on master)

• Academic degree abbreviations. Omit periods in all academic degrees. MBA, MA, PhD, BA, MD

• Generic degree references. Lowercase informal or generic degree references and add ’s. a bachelor’s degree, a master’s degree, a doctorate, a fellowship master’s thesis, doctoral dissertation

Emory Business Headlines • Style. Goizueta uses sentence style headlines. Capitalize the first word of the title and the first word of any subtitle. All the other GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 36

words are lowercase (except proper nouns). (Note: if Buzz item, may just be short header) Headline examples: Conference highlights leadership and economic empowerment Principled leadership: Where financial savvy meets social responsibility Full-time MBAs gain global perspective CEO Exchange on PBS (CEO Exchange is the name of a program on PBS and therefore Exchange remains uppercase)

Titles of Works • Book titles. Italicize book titles in running text. Always fact check a book title on the publisher’s website or view the book cover on Amazon.com for exact wording and capitalization. 5 Kick-Ass Strategies Every Business Needs (Sourcebooks Inc., 2006)

Normally, numbers are spelled out when beginning a sentence or title, but the cover of this book uses the number and any printed references to the book should do so as well. • General book title rules. Capitalize the first word and all other words of a book title except conjunctions, articles, and short prepositions (fewer than five letters). However, do capitalize a short preposition that is used adverbially or adjectivally. Speeding Up the Process; The On Button

• Article titles. Emory Business magazine cites article titles in sentence style, regardless of the style used in the original publication. Exact wording, of course, is essential, so do a fact check. Capitalize the first word of the title and the first word of any subtitle. All the other words are lowercase. Use quotation marks to set off the article title. “Market-based assets and shareholder value: A framework for analysis”

• Journals and newspapers. Follow the exact punctuation of the published journal or newspaper title. Italicize the title. U.S. News & World Report BusinessWeek (no space between words). Possessive: BusinessWeek’s (roman apostrophe and s)

• Social Media. When referring to the social media pages of an organization within Goizueta, sometimes the names differ depending on the platform. For example: On Facebook, SE@G is Social Enterprise at Goizueta, but on Twitter it is Social Enterprise @ Goizueta, with the Twitter handle being @SocEntGoizueta. In running text, you may refer to the social media simply as SE@G’s Facebook and Twitter pages, but be sure to provide readers with the proper links and handles.

• Hashtags. Although capitalization is not required when searching hashtag phrases, use appropriate capitalization in hashtag phrases to make them easier to read. There is never any punctuation in hashtag phrases. #SEGWeeklyReads (note the lack of the @ symbol) #StartME2020 (note the lack of the colon [:]) GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 37

In running text, do not capitalize or italicize the initial “the” of a journal or newspaper, even if part of the official title (except, of course, if the “the” begins a sentence). She reads the New York Times every morning. Did you see today’s article on Goizueta in the Atlanta Journal-Constitution? Exception: She was quoted in The Times yesterday. (The London-based newspaper retains its capitalized and italicized “the.”)

Further Notes on Capitalization • Seasons. The four seasons are lowercased, except when used as a publication date. spring, summer, fall, winter A new course will be offered in the spring. Last fall, several CEOs met at a Goizueta symposium for EvMBA students. Dr. Craig won acclaim for his article “Culture matters: Consumer acceptance of U.S. films in foreign markets” (Journal of International Marketing, Winter 2005).

Please note: ad interim (italic, lowercase) follows a title without a comma: Dean ad interim Advanced Placement a.m., p.m. (note the periods) fax (noun and verb: lowercase) greater Atlanta Professor Emeritus, Professor Emerita Room 352

Avoid arbitrary capitalization. Do not initial-cap words just because they are considered important.

Colon • Uppercase/lowercase. The first word following a colon is always lowercased unless it introduces a proper name, a quotation, or more than one sentence. He listed several important factors: climate, location, and available infrastructure. He now follows his own advice: Be patient. Take the long view of investing. (Both sentences relate to advice, so they’re both uppercased.)

• Independent clauses. A colon should only be used after an independent clause. The steps are as follows: first, apply for the internship; second, check with Career Services to make sure your letters were mailed; and third, follow up . . . GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 38

• Dependent clauses. A colon is not used after a dependent clause, nor is it used after adverbial phrases such as namely or for example. The study involved the three most relevant issues, namely, productivity, marketability, and support staff. A conference brochure should include the conference theme, location, duration, and cost. This editorial style sheet is concerned with (1) punctuation, (2) consistency, and (3) styles particular to Goizueta.

Comma • Serial comma. Following Oxford style, use the final comma in a series of three or more items joined by and. Goizueta offers undergraduate, graduate, and professional degree programs.

• Modifying elements. Within a sentence, a modifying or identifying element that is preceded by a comma must be followed by a comma. Meg Smith, a senior, is chair of the committee. The program will run from May 30, 2001, to June 17, 2001. Seminars are offered in Atlanta, GA, as well as in Washington, D.C.

• Dates. In month-day-year format, use commas before and after the year. He graduated on May 15, 2007, with honors.

No comma is needed between month and year. The visitors are expected in April 2009.

• Proper names. Omit commas before and after Jr. and Sr. John Roberts Jr. and William Smith Sr. served together on the committee.

Never use commas to set off roman numerals such as II, III, and IV when used as part of a name. Alexander Smith III is the grandson of the company’s founder.

Use a comma after that is and namely and place commas on both sides of i.e. and e.g.

State Abbreviations Enclose the state in commas. North Star Academy, a pioneering charter school in Newark, NJ, starts each morning with a motivational chant. John Smith 03MBA of Dallas, TX, is a senior analyst at McKinsey and Company.

Dashes Goizueta uses three types of dashes, in ascending order of length: hyphens, en dashes, and em dashes. GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 39

Hyphens Hyphens are used in compound words, compound names, and in telephone numbers, as well as to separate letters if a word is spelled out. full-time; ill-advised; Professor Lloyd-Jones, 404-727-1234; w-o-n-d-e-r-f-u-l

The hyphen’s primary function is to prevent confusion. Most common prefixes now form a solid word with the root, but a hyphen is often used to: • separate two similar vowels (as in re-educate) • avoid confusion with another word (re-creation/recreation)

• Adverbs ending in -ly. No hyphen is used between an adverb ending in -ly and an adjective or participle. rarely seen, highly amusing, quickly completed

• Compound adjectives preceding a noun. Compound adjectives that precede a noun are hyphenated, unless the expression includes another modifier. a little-known fact; a well-qualified applicant, off-campus housing, a part-time student, clear-eyed response but a surprisingly little known fact, an exceptionally well qualified applicant

• Compound adjectives following a noun. Compound adjectives that follow a noun are not hyphenated. The two applicants were well qualified. housing on campus, attending full time

• Half compounds. When part of a compound is used, a space follows the hyphen. a three- or four-credit course • Percentages. Hyphenate percentages when used as modifiers. a 25-percent discount; a 50-percent reduction.

• Fractions. Use a hyphen whether the compound is a noun or an adjective. two-thirds of the students; a three-fifths majority

• When to omit the hyphen. coursework, dual degree program, grade point average, in residence For a more thorough discussion and specific examples, see the AP style guide’s Punctuation Guide or Chicago’s hyphenation table. Merriam-Webster’s online dictionary will also provide the hyphenation for most individual words, although it will not help with phrases or other trickier situations. GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 40

En Dashes An en dash is longer than a hyphen and shorter than an em dash. It is used primarily to indicate a range between numbers or dates. The assignment can be found on pages 34–36. the weekend of May 10–12

• From/to. If the word from precedes the first element, use the word to, and not the en dash. She taught at Goizueta from August 1998 to May 2005.

• In place of a hyphen. Use an en dash instead of a hyphen in compound adjectives when one of the elements is an open compound. the post–World War II era a business school–law school connection

• University names. Sometimes an en dash is used to link the name of a university with a city name. Please fact check such names. the University of Wisconsin–Madison but the University of California, Berkeley

Em Dashes An em dash is the length of two hyphens and is used to introduce or set off amplifying or parenthetical matter. Many classes are small—ten to fifteen students—and meet twice a week. She has volunteered at the same shelter for decades—over forty years!

• Spaces. There is no space before or after an em-dash. No sentence should contain more than two em dashes.

• Bylines. Use an em dash before an author’s byline, without any spaces. This is the last sentence of the article.—Allison Shirreffs

Date and Time Use numerals for times of day and days of the month. 3 p.m., January 1 (not first or 1st or three o’clock)

• Commas. No comma is needed between seasons or months and year. The visitors were expected in January 2008 but arrived in December 2007. GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 41

• Brevity. In times of day, use only those digits that are necessary. 8 p.m. (not 8:00 p.m.) or 10–11:30 a.m.

Electronic Media • Do not italicize email addresses or URLs. To see the new website, visit goizueta.emory.edu. • Omit the http:// and the www. emory.edu. • email (no hyphen and lowercased except when it begins a sentence) • online (one word, no hyphen); offline • website (lowercase, one word, no hyphen) • web page, web address, web design (two words, lowercased) • the internet; but the Net

Numbers • One to ten. Spell out numbers from one to ten and approximate numbers. There are six professors and about two hundred students.

When numbers above and below ten occur together in the same category, for consistency’s sake they should be written as numerals. The program includes 6 professors and 120 students.

For clarity, when two numbers fall together, spell out one and use a numeral for the other. Students must take twelve 4-credit courses.

• Percent. Use a numeral for the amount. Spell out percent. “We had close to 100 percent of our class giving back.” In tables and charts, the symbol % is preferred.

• Lists. In lists and other display type, use numerals. number of international students: 8; total number of freshmen: 79

• Sums of money. Use only those digits that are necessary. $60 (not $60.00)

• Never start a sentence with a numeral. Spell out the number, or restructure the sentence. GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 42

The year 2007 saw several significant curriculum changes. not 2007 saw several significant curriculum changes.

Period • U.S. states and territories. Use periods in U.S. (except in headlines). Do not use periods in state abbreviations (GA, AL, FL, but D.C.).

Use state abbreviations in both running text and Class Notes.

• Academic degrees. Omit periods in all academic degrees. MBA, MA, PhD, BA, MD

Ellipsis Points See below, under “Quotations.”

Quotations Most quotations in Emory Business magazine will be run in, that is, integrated into the text in the same type and font size as the text and set off by quotation marks.

• Common speech verbs. Use a comma, not a colon, after said, added, noted, asked, and similar verbs. Wendy Case, EMBA program director, added, “We train students to assume greater leadership roles within their organizations.”

• Introductory phrases. Use a colon after formal introductory phrases such as thus or the following. As for necessary skills, he listed the following: “persistence, honesty, and the ability to work with a team.”

• Commas and periods. Commas and periods go inside quotation marks. “Goizueta was a rewarding experience,” she said. “I’ve used a lot of what I learned in the classroom.” • Colons and semicolons. Colons and semicolons come after closing quotation marks. He quoted the last line of Frost’s “The Road Not Taken”: “I took the one less traveled by, And that has made all the difference.”

• Question marks and exclamation points. Question marks and exclamation points go either inside or outside quotation marks, depending on the sense. She asked a fellow student, “What is the difference between these two courses?” Why did he reply, “You’ll have to consult the professors”?

• Capitalization. When a quotation is used as a syntactical part of a sentence, an introductory comma should not be used and the quotation should begin lowercase, even if the original is uppercase. The speaker advised students to “find mentors who are not only successful, but who love their work.” GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 43

She noted that “many students hope to find jobs that provide meaning as well as a paycheck.”

When the syntactical relation is more remote, the initial letter remains capitalized. As the speaker advised, “Find mentors who are not only successful, but who love their work.” In her closing remarks, she noted, “Many students hope to find jobs that provide meaning as well as a paycheck.”

Do not use both quotation marks and italics to set off a quote.

Ellipsis Points Emory Business discourages the use of ellipses, even in direct quotes, except in the following instances: 1) when quoting Roberto Goizueta, 2) when a quote deliberately trails off, or 3) when a quote clearly demands ellipses for clarity’s sake.

• Three-dot method. Almost every use of ellipsis points in Emory Business will employ the three-dot method, indicating an omission within a quoted sentence or between quoted sentences. Include a space before the first dot and after the last dot. “Without integrity, no other personal quality has much value ... because integrity overrides everything else.”

If the first word after an ellipsis begins a new sentence, capitalize the first letter of the word. There is no need to bracket the letter if it was originally lowercase. “As the saying goes ... The cynics will tell you that the good you do today will be forgotten tomorrow.”

• Additional punctuation. If fidelity to the original or ease of reading calls for additional punctuation (a comma, colon, semicolon, question mark, or exclamation point), place the additional punctuation either before or after the ellipsis, depending on where the omission occurs. When the additional punctuation precedes the ellipsis, there is no space between the punctuation mark and the preceding word. “How do we train global leaders? ... We create global classrooms.” (The original might have read: “How do we train global leaders? By admitting a high percentage of international students, we create global classrooms.”) “How do we assure students are sufficiently prepared, mentored ... ? We assign them faculty advisors before they arrive at Goizueta.” (The original might have read: “How do we assure students are sufficiently prepared, mentored, and supported? We ... ”)

Periods, if used, always precede an ellipsis, and there is no space between the period and the preceding word. Use a period followed by three dots only when grammatically complete sentences both precede and follow the ellipsis (even then, the period is not necessary; the three-dot method is fine). “He did not understand our motives. ... We sought to increase job satisfaction and productivity, not to target individuals.” or “He did not understand our motives ... We sought to increase job satisfaction and productivity, not to target individuals.” GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 44

• Ellipses before and after quotations. Do not use an ellipsis before the first word of a quotation, even if the beginning of the original sentence has been omitted. Do not use an ellipsis after the last word of a quotation, even if the end of the original sentence has been omitted, except for effect or because the sentence as quoted is deliberately incomplete.

Spacing Use only one space between sentences.

That, Which, and Who • That should introduce restrictive clauses—clauses that limit the reference and are essential to the meaning of the sentence. The clause is restrictive because it identifies a specific noun. The restrictive clause is not set off from the sentence by commas.(NOTE: AP suggest using “that” if it helps add clarity to the sentence.) Those exams that are turned in late will receive failing grades. The poster that Aneesah submitted won an award.

• Which introduces non-restrictive clauses, which provide additional, nonessential detail, but which could be dropped without changing the meaning of the sentence. Commas set off the nonrestrictive clause. The book, which has 498 pages, is at the reserve desk. Aneesah’s poster, which she worked on for two weeks, won an award.

• Who or whom shoulD be used with persons. Omit commas with restrictive clauses and use commas with non-restrictive clauses. Restrictive: The students who participated received a certificate. Non-restrictive: The students, who traveled from several different countries, networked with local entrepreneurs.

U.S States and Territories • Abbreviations. Use abbreviations for U.S. states and territories in both running text and Class Notes. Running text: Dr. Gilmartin taught in Boston, MA, for several years before moving to Atlanta. Class Notes: Rosemary Fitzgerald 01EMBA of Washington, D.C., announces . . .

• Periods. Use periods in U.S. and D.C. but not in state abbreviations (GA, AL, FL).

• Commas. Use commas before and after the state in running text. Corporate recruiters from San Jose, CA, met with interested students. Dominic Herrera 03EvMBA of Phoenix, AZ, has been promoted to senior vice president of Valepick Industries.

Class Notes GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 45

• Names of students and graduates. Name, year of graduation, and program are bold, without hyphens or commas. Sylvia Ross 04BBA of Washington, D.C., is a senior manager of Quest Inc.

• Married graduates. Be sure to bold names and degrees of both graduates. Cara L. Kaplan 01BBA and Brian S. Goldberg 02BBA of New York City were married June 11, 2006.

• Multiple degrees. Multiple degrees in Class Notes are separated by a space. Megan E. Turk 02C 08EvMBA is an Emory College admissions advisor. Nicholas Missler 07OX 09C 16EvMBA

• Joint degrees. Joint degrees are joined with a slash, not a hyphen. Amanda Smith 04MBA/MPH; Deangelo Davis 05JD/MBA Ja-Ling Hsiao 06MBA/MDiv; Charles Goldberg 07MD/MBA Elena Lopez 18BBA/BS/MSBA

• Company names. Capitalize. Fact check.

• Positions. Do not capitalize job descriptions. Kaplan is a senior associate with Digitas, a Boston marketing company. not Kaplan is a Senior Associate with Digitas, a Boston marketing company.

Abbreviations BDI = Behavior & Decision Insights CAI = Center for Alternative Investments EIIG = Emory Impact Investing Group EvMBA = Evening MBA GFE = Grounds for Empowerment GII = Goizueta Impact Investing IG = Inside Goizueta ISOM = Information Systems & Operations Management JM = Juris Master MEMBA = Modular Executive MBA MPA = Master of Public Accounting MPH = Master of Public Health MSBA = Master of Science in Business Analytics MTS = Master of Theological Studies GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 46

O&M = Organization & Management QSS = Quantitative Sciences WEMBA = Weekend Executive MBA

Editorial Reccommendations Job titles It is important to include job titles when quoting a Goizueta alumnus/a. This is the case even when the source’s job or area of professional expertise is unrelated to the subject of the article.

Business names If it is not obvious what a company specializes in, please include a description.

Avoid the passive voice Use of the passive voice can lead to weakly worded writing. Because the passive voice doesn’t assign an actor to the verb in a sentence, it often makes for unclear language. While you should avoid its use, don’t go to unreasonable lengths if using the active voice seems awkward or unnecessary. Use your best judgment, but strive to use the passive voice only sparingly.

Use descriptive adjectives with care While words and phrases such as “innovative,” “flexible,” the greatest,” and “intensive” serve a useful purpose in communicating a sense of energy, they lose their punch when they are not followed by examples of the ways in which Goizueta lives up to them. When you use terms like these to describe the school, show readers how Goizueta embodies them in specific, concrete ways.

Pay close attention to punctuation Scour your article for any and all instances of incorrect punctuation. To readers who notice such things, things as seemingly minor as an incorrectly placed apostrophe or colon can undercut the message you are trying to communicate. Pay attention not only to incorrect punctuation, but also to awkward punctuation. Exclamation points, for example, should be used rarely, if ever. It is best to eliminate them wherever possible.

Keep content correct and current Be vigilant about keeping all time-sensitive content current and up-to-date.

Please note these easily confused words and expressions:

• admission; admittance. Admission is figurative, suggesting the rights and privileges granted upon entry: He won admission to a first-rate graduate program. Admittance is purely physical: No admittance beyond this point. GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 47

• alumni. Alumnus: male, singular. Alumni: male, plural (also used in reference to a group that includes both male and female graduates). Alumna: female, singular Alumnae: female, plural. • as far as/as for. “As far as” is too wordy, requiring additional phrasing (“is concerned,” “goes”). Use “as for” instead. Compare: As far as membership is concerned, we’ve had great success. As for membership, we’ve had great success. • awhile/a while. “Awhile” is adverbial: Let’s rest awhile. “A while” is a noun phrase that follows the preposition “for” or “in”: Let’s rest here for a while. He hasn’t traveled in a while, focusing instead on his studies. • because; since. Though some writers erroneously believe that “because” and “since” cannot be used interchangeably, both words refer to cause and effect (“since” is slightly milder). “Since” also refers to a point in time. • between; among. “Between” expresses a relationship involving only two persons or things. “Among” expresses a relationship involving more than two persons or things. He had the pleasure of choosing between two excellent job offers. Among the several job offers she received, one was clearly the best. “Between” is used when considering persons or things individually, or when multiple one-to-one relationships are understood from the context. Between attending classes, organizing the conference, and applying for jobs . . . Trade between members of NAFTA has increased significantly. Use the objective form of pronouns with “between” (as with all prepositions). between you and me, between her and them Use of the nominative (between you and I, between she and they) is an overcorrection, the mistaken appearance of educated speech. • bi; semi. Generally, bi means “two” (biweekly = every two weeks), while semi means “half” (semiweekly = twice a week). • biannual; semiannual; biennial. Biannual is confusing, because it means both “every two years” and “twice a year.” Semiannual means “twice a year.” Therefore, for clarity’s sake, “semiannual” is preferred over “biannual.” Biennial means “every two years.” • curriculum/a. Singular/plural • data. “Data” is the plural of datum, though it is now commonly used with a singular verb. • despite/in spite of. “Despite” is preferred for brevity and flow. • different from/differently than. Adjectival phrase/adverbial phrase. Her company is different from theirs. He described their project differently than we expected. • doctoral/doctorate. “Doctoral” is an adjective; “doctorate” is a noun. Doctoral program, doctoral candidate, doctoral degree. He received a doctorate in economics. • doubtless/doubtlessly. Both are adverbs, but “doubtless” is strongly preferred. • email • faculty can be either singular or plural. The word faculty is singular when it means “the teaching and administrative staff” as a collective whole. The faculty is renowned. Faculty is plural when it means “faculty members.” Many faculty were present. • fewer/less. “Fewer” refers to things that can be counted. “Less” refers to quantity or amounts. Fewer students missed the deadline this year. He earned less money but was more satisfied. • in between/in-between. “In between” is a preposition or adverb; in-between is an adjective. In between the buildings. Layers with GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 48

a filling in between. In-between weather. • long-term/long term. Hyphenate “long-term” when used as an adjective to modify a noun. Don’t use a hyphen when using “long term” as a noun. This is our long-term strategy. Over the long term, we hope ... • onto/on to. “Onto” is a preposition and implies a movement: He walked onto the stage. When “on” is part of a verbal phrase (e.g., hold on, press on), “to” is the preposition: She held on to the check. He pressed on to the end. If the word “up” can precede “on” and still make sense, “onto” is usually the right choice: He climbed [up] onto the stage. • phenomenon/phenomena. Singular/plural. • propaganda. Singular noun. The plural form is “propagandas.” • subsequent to. “After” is less stilted and therefore preferred. • till. This is a preposition and conjunction in its own right and not a contraction of “until.” Do not write “’til.” This is a spelling mistake, despite common usage in advertising. “Till” is used interchangeably with “until”: The library is open till midnight. • unique. This word means one of a kind, an absolute state or condition (like “entire,” “impossible,” and “pregnant”). Avoid combining these adjectives with comparative terms such as “very,” “less,” or “most.”