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Marketing & Communications Style Guide

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Marketing & Communications Style Guide Marketing & Communications Style Guide January 2018 Fifth Edition The Ryerson University Marketing and Communications Document Style Guide has been developed to facilitate consistency and clarity in the delivery of communication material pertaining Overview to the university. While it was developed specifically for public material produced by University Relations, the guide is made available to all members of the Ryerson community for use as a helpful reference if desired. Style rules for formal material such as letters, invitations, certificates and the like can differ from these guidelines. Similar to most Canadian universities, Ryerson follows the style of Canadian Press (CP). Details on Canadian Press style are outlined in The Canadian Press Stylebook and The Canadian Press Caps and Spelling. The Canadian Oxford Dictionary is also a valuable reference, particularly for spelling. This guide is meant to serve as a supplement to these reference books. It also outlines deviations from Canadian Press style that are particular to Ryerson University. Note: This style guide is organized by general category and then subdivided into a list of rules or subcategories. b Ryerson University Marketing & Communications Style Guide CONTENTS Table of Contents Abbreviations 1 Commonly used words Numbers 7 Formats, commonly used terms and terms at Ryerson 4 Time references, phone numbers, spelling out Teams, academic terms, schools, programs Alumni 1 Punctuation 7 4 Terms for men, women and groups; references Degrees Apostrophes, colons, commas, dashes for publications Abbreviations, punctuation Typographic notes 8 1 Bulleted lists Executive group titles 5 Spacing, symbols Punctuation, general rules Capitalization, punctuation Usage notes 8 2 Bylines Forms of address 5 Canadian spellings Formats for print and online Courtesy titles, professional titles Web terms and address formats 8 2 Campus buildings and rooms Inclusive language 6 Addresses, punctuation, terms Abbreviations, room references, commonly used terms Pronouns and adjectives Capitalization 3 Italics 6 Titles, programs, faculties, general terms Books, magazines, periodicals, other works Lists of names within announcements from senior executives 6 Format of lists Click on topic to go to page Click on CONTENTS button from another page to return to the Table of Contents Ryerson University Marketing & Communications Style Guide Abbreviations Alumni Bulleted lists 1. Use abbreviations alone if the term is very familiar 1. For females, use alumna (sing.) and alumnae (pl.). 1. For lists, the following apply: to most readers. 2. For males, use alumnus (sing.) and alumni (pl.). - The introductory sentence is usually an Examples: CBC, RCMP, NDP independent clause and ends with a colon. 3. When referring to a mixed group of alumni, use the - When each of the bulleted items is particularly long, 2. When using an abbreviation that is not well known, term “alumni.” Use “alumnus” if there is uncertainty each item should begin with an uppercase letter write the full name in the first reference with the about the gender. and end with a period. abbreviation in parentheses. Use the abbreviation in - When each of the bulleted items is short, each all subsequent references. It is a good idea to limit 4. Avoid using the term “alum.” item should begin with a lowercase letter and end abbreviation use when possible. with no punctuation. 5. In Ryerson University magazine, alumni are referred to by - Refrain from using colons within the list. Example: The Faculty of Communication and Design full name, program and graduation year on first reference (FCAD) is home to programs in communication, and by surname only in subsequent references. 2. If there is a reason to number a list – for example, design, and the fine and performing arts. Schools if the list describes a set of instructions that need within FCAD take full advantage of their location Example: Doug Smith, Radio and Television to be performed in a particular order – each item listed in downtown Toronto. Arts ’89. Smith is now the news director at a should be identified with a number. Each item begins radio station in Calgary. with a capital and ends with a period. 3. These are some commonly used abbreviations at Ryerson: Note: Marketing and other materials may follow a less formal style as needed. - FCAD Faculty of Communication and Design - FCS Faculty of Community Services 6. Use the backwards apostrophe (’) in front of the alumni - FEAS Faculty of Engineering and Architectural Science year of graduation. - FOS Faculty of Science - ILC International Living/Learning Centre - MAC Mattamy Athletic Centre - ORS Office of Research Services - RAC Recreation and Athletic Centre - RSU Ryerson Students’ Union - SCC Student Campus Centre - SLC Student Learning Centre - TRSM Ted Rogers School of Management - YSGS Yeates School of Graduate Studies 1 Ryerson University Marketing & Communications Style Guide CONTENTS Bylines Campus buildings and rooms 1. If the article or column is written by a staff writer or 4. Web articles that include a byline should identify Each Ryerson building has a full, preferred name and regular contributor and his or her name is already listed the author. an associated abbreviation. See ryerson.ca/maps for a somewhere in the publication, such as the masthead, complete list of building names and abbreviations. include only the name. Example for staff members of marketing communications: 1. In most communications, use abbreviations when Example: By Patti Duke By Angelo Van Nuys identifying rooms and buildings. 2. If the piece is written by someone other than a staff Example for non-staff: Example: Room RCC-203, writer or regular contributor and requires a byline, include By Caroline Kerr (under the headline) Rogers Communications Centre information about the author at the end of the article. At the end of the article, write the following in italics: Caroline Kerr is a Toronto freelance writer. 2. Capitalize rooms, labs and lecture theatres that have an Example: By Sharon Ng (under headline) official name, such as the Harry Rosen Lecture Theatre. At the end of the article, write the following in italics: 5. In all cases where a second writer has provided A few rooms around campus that do not bear official Sharon Ng is a third-year sociology student at supplementary files for the story, the writer may be names but are well known by the university community Ryerson University. acknowledged at the end of the story in italics. should also be capitalized. 3. In the case of Ryerson University magazine, Example: With files from Karen Johnson-Hill. Example: Hub in the Podium a byline for an alumnus is to include the program and year of graduation. Note: If in doubt about how to refer to a space that may be named for a donor, please call Development Example: By Harinder Singh, Radio and Communications at ext. 6537. Television Arts ’90 3. For event locations on posters and in other communications, list the details in the following order: room, building, street address, Ryerson University Example: Room POD-250, Podium 350 Victoria Street Ryerson University Note: If the audience is internal only, Ryerson University does not need to be included in the event address. 2 Ryerson University Marketing & Communications Style Guide CONTENTS Capitalization The Canadian Press rule for capitalization is to capitalize Board of governors and senate Proper names vs. regular nouns all proper names, trade names, government departments Capitalize when using the full and proper name, but use Capitalize proper names of subjects but not and agencies of government, names of associations, lowercase for the general term. common nouns. companies, clubs, religions, languages, nations, races, places and addresses. Otherwise, lowercase is favoured Examples: Ryerson University Board of Governors, Example: Now he’s bringing students up to speed where a reasonable option exists. Ryerson Board of Governors, Ryerson University Senate, with Challenge Accepted, a free, beginner-focused Ryerson Senate, senate, board of governors coding workshop. Refer to The Canadian Press Caps and Spelling guide for more information. Faculties Titles When referring to a single faculty, capitalize the entire 1. Capitalize titles when they appear before names. Academic subjects, programs and courses faculty name. When referring to multiple faculties, in 1. Use lowercase for subjects except when describing a subsequent references or to a faculty in a general sense, Example: Vice-President Smith. subject that is also a culture, religion or language. use lowercase. 2. Use lowercase for titles that appear after names. Examples: She is registering for a history course. Example: The Faculty of Community Services is one of Darren is taking an English course. many faculties at Ryerson. The faculty accepts applications Example: Joan Smith, vice-president in September. 2. Capitalize full and complete names of faculties, 3. Use lowercase for titles when they appear without names. schools, and departments, If a partial name is used, use Note: This rule also applies to schools. lower case when talking about faculties, schools and Example: A new dean has been appointed. departments. Lowercase program and course names. People Capitalize the proper names of nationalities, peoples 4. Do not repeat the title after it has been used once. Examples: Judith is taking communications in society. and races. In second reference, use only the surname. Judith is a sociology student. The School of Interior Design is located on Church Street. The chair of the Example: Aboriginal, Black, Haida, Indigenous and Spanish. Example: Dean John Smith spoke at a special meeting geography department is speaking tonight. The Faculty of the senate. Smith provided an update on student of Science is celebrating its fifth anniversary. It’s recommended to lowercase “white” in keeping with engagement activities. common practice in publications such as the Toronto Star, Administrative offices NOW magazine and Maclean’s. University The word “office” should be in lowercase when following a On second reference, use lowercase for “university” service or department, but it should be capitalized when it when referring to Ryerson University.
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