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Table Of Contents
Typefaces.................................................Page 16
University Seal........................................Page 18
Color Distribution.....................................Page19
Voice/ Tone
All written and verbal communications on behalf of the university should be delivered in a positive voice where content is
appropriate. The overall tone will be designed for the audience it is addressing.
Ph ilosophy of V oice
The philosophy behind setting an established university voice is that it allows for uniform messaging across the board, ranging
from the university’s website to internal e-mails to media documents. The university has a voice of authority, especially on higher
education issues where faculty and staff can serve as experts both internally and externally. This is turn enriches the university’s
image within the community.
W riting Style
An integral part of CityU’s brand is consistency of style in its materials. The style for the university’s written materials is based on
The Associated Press Stylebook (AP). The AP reference stylebook is used by worldwide media outlets and updated on a yearly basis
with new material. AP style will be used unless prevailing practice dictates another format for the audience/medium. For example,
academic documents should be written in American Psychological Association (APA) style.
The philosophy behind committing the university to the AP writing format is that communications will have consistency in university
publications, both online and in print. The Communications/PR department staff can also refer faculty and staff to this longstanding
rulebook and succinctly answer their questions with best writing practices used throughout the world. AP style also eliminates the
need for the creation of a separate or additional university stylebook while reducing errors within copy. University materials written
in AP style have the added benefit of being “media-ready” as they will adhere to the majority of media guidelines
Copies of the AP stylebook can be purchased at http://www.apstylebook.com/.
Following are examples of frequent usage including a few instances in which CityU style varies from AP. For a complete guide to
usage, please refer to The AP Stylebook.
A bbreviations
Agencies and organizations are not written with periods.
FBI, UN, CIA, NHL, OPEC etc.
Countries are written with periods.
U.K., G.B., Fr., Ger. *(Exceptions: US - United States spelled out is the preferred method)
A mpersand ( & )
Do not use the ampersand (&) as an abbreviation for and. Use the ampersand only when it is part of an official name of a
company, product, or other proper noun; or on covers and display matter, at the discretion of the designer.
D o Not Capitaliz e :
• university (when it stands alone as a reference to CityU)
• city of Seattle
• degrees: master’s, bachelor’s, baccalaureate
• program
• school
• state (the state of Washington)
C ommas
• Under use rather than overuse commas.
• D
o not use a comma when only the month and year are named; use a comma when month,
day and year are named. January 2003; Jan. 1, 2003
• Do not use a comma before the abbreviations. Jr., Sr. or Inc.
• Use a comma before and, for, but, or, yet and so when they connect two independent clauses.
• Do not use a comma before the and at the end of a series unless it is needed to avoid confusion.
C onvocation, C onvocators
• C
apitalize this governing body;* lowercase individual members. The Convocators will meet on Founders Day.
John Smith is a convocator.
Course Titles
Style official course titles with initial capitals but without quotation marks, italics, or any other formatting.
• Students should consider taking Ethics and Leadership as well as Critical Thinking and International Management.
Degrees
CityU’s style is to include periods in abbreviations of academic degrees. When the abbreviation may be unfamiliar to the reader,
we recommend either using the familiar generic degree (such as B.A., B.S., M.A., PhD., M.B.A.) along with the subcategory
spelled out, or spelling out the entire degree. When it’s clear from the context that the degree is a bachelor’s, or master’s, you
may omit the level of degree and just provide the field abbreviation in parentheses, as is common in various alumni publications.
Note: When spelling out degrees, use lowercase: bachelor of science, master of business administration, bachelor’s degree,
master’s degree. Jane Smith was awarded her B.S. in accounting last June.
Faculty
If a person holds an earned doctorate, refer to him or her as Dr. or follow the name by a comma and the appropriate degree.
Dr. John Smith; John Smith, PhD
• Do not use Dr. before the names of individuals who hold only honorary doctorates.
• As outlined above, academic titles are written without periods.* MD, PhD, MA, MFA, BA etc.
• Use after name. John Smith, PhD
Headlines
• C
apitalize all words in headlines except prepositions, conjunctions and articles of fewer than four letters. Capitalize
the infinitive form of verbs. To Be or Not To Be
• Headlines do not take end punctuation unless an exclamation point or question mark is appropriate.
I nternet Terms
• Internet: Capitalize.
• Web: Website (capitalize appropriately) or website.
• Online: Use as one word in all cases for the computer connection term.
S tates
• Use postal abbreviations (CA, NE, WA) only in an address.
• When the name of a state is used with the name of a city, use the AP abbreviation (Calif., Neb., Wash.).
• When the state is used in a sentence with no reference to a city, spell it out.
• D
o note capitalize state when used simply as an adjective to specify a level of jurisdiction: state Rep. William Smith,
the state of Washington.
T ime
• Use figures except for noon and midnight.
• Use a colon to separate hours from minutes and lowercase a.m. and p.m. 11 a.m.; 3:30 p.m.
• Use noon or 12 p.m., but not both.
D escriptive J ob T itles
Note that descriptive job titles, as opposed to formal, academic, or administrative titles, are not capitalized:
• Communications specialist Bill Smith and reporter Helen Louden wrote several articles for the alumni publication.
C ityFacts
Quick Facts About City University of Seattle
• C
ityU has been offering leading edge undergraduate and graduate programs in education, business, counseling,
communications, and technology since 1973.
• CityU is one of the Pacific Northwest’s largest not-for-profit, private universities.
• Programs are designed to be: flexible, accessible, innovative, relevant and globally-connected.
• CityU has two schools: the School of Management and the Albright School of Education, and the Division of Arts Sciences.
• CityU makes it easy for students to transfer credits.
• CityU has a thriving international presence offering classes in 27 locations, 11 countries and four continents worldwide.
• Students are exposed to talented faculty who are respected practitioners in their respective fields.
• CityU serves nearly 8,000 students worldwide each year.
• CityU awards more than 2,000 degrees and certificates worldwide each year.
• Nearly one-third of CityU students are studying in programs offered in their home countries outside the U.S.
City University of Seattle owns and controls the use of its signature logos and taglines, insignias, seals, designs, symbols, service
marks, trade dress, trade names, depictions of campus buildings used commercially, and other trademarks, collectively called
“trademarks”, that are associated with the university or any of its sites, whether registered or not. These include, but are not
necessarily limited to, the words City University of Seattle, Change Your Life for Good® tagline, the university seal, and such other
trademarks as are owned, developed, and adopted from time to time by the university.
Use of City University of Seattle’s trademarks without license or permission is strictly prohibited. Prior authorization of the use of
City University of Seattle’s trademarks will not be construed as an authorization of future use; nor will any prior course of conduct,
use, or infringement prohibit City University of Seattle from enforcing any of its rights with the respect to the trademarks. City
University of Seattle reserves the right to pursue any and all legal remedies and will take whatever measures necessary to protect its
trademarks from infringement.
Technical guidelines are established to describe how City University of Seattle’s trademarks should be presented, displayed, and
reproduced. These policy guidelines may change from time to time. Current guidelines are available from the University Relations
department at City University of Seattle. The University Relations department will be the sole judge of acceptability of the use of its
trademarks, and reserves the right to grant approval of uses and designs that may deviate from these guidelines.
OF F I C I A L U S E
City University of Seattle’s Department of University Relations is responsible for ensuring the correct use and integrity of the
university’s name and identifying symbols on all publications, materials, supplies, and in all online communications, whether
produced by the university or an outside agency.
City University of Seattle does not permit the use of its name or graphics in any announcement, advertisement, publication, or report
if such use in any way implies an endorsement of any product or service.
Any commercial usage, including co-branded marketing, requires permission or licensure, and approval from City University of Seattle.
CO N TA C T I N F O R M AT I O N
Questions about use and policies should be directed to University Relations.
L ogomark s
X
92% Black
PMS 195
100% Black
CO U N T RY O N LY
City University of Seattle in Canada
City University of Seattle in Mexico
City University of Seattle in Bulgaria
City University of Seattle in Czech Republic
City University of Seattle in Greece
City University of Seattle in Romania
City University of Seattle in Slovakia
City University of Seattle in China
City University of Seattle in Switzerland
LOGOMAR K USAGE
WIT H OT H ER BRANDS
City University of Seattle frequently
partners with outside organizations. When
materials are created for these purposes,
the prominence of the City University of
Seattle logo should be at least proportionate
to its contribution to the partnership, unless
directed otherwise. Use a 0.5 point rule
to separate the brands and maintain clear
space around logomark.
NON-APPROVED USAGE
Consistent and proper usage of the
logomark is essential for ensuring the
desired perception of City University of
Seattle. Improper usage is confusing and
could possibly lead to the eventual loss of
copyright.
Several examples of incorrect usage are
shown on this page but are not complete.
If you are faced with using the logomark
in an application that you find questionable
or not included in this manual, please contact
University Relations via email at marketing@
CityU of Seattle.edu
MAR K INTEGRITY
The integrity of the City University of Seattle
brand diminishes when the logomarks are
incorrectly applied. Unauthorized versions
and unacceptable usage of the logomark
place their legal protection at risk. Any
PRAGUE, CZECH REPUBLIC variation or alteration, however small, is
PRAGUE, CZECH REPUBLIC unacceptable.
ABCDEFGHIJKLNMOP QRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*()
ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*()
A rch er S emibold
ABCDEFGHIJKLNMOPQRSTUVWXYZ
abcdefghijklnmopqrstuvwxyz
123456789!@#$%^&*() MACINTOSH IS A REGISTERED TRADEMARK OF APPLE, INC.
ABCDEFGHIJKLNMOPQRSTUVWXYZ
City University of Seattle BRAND AND COMMUNICATIONS GUIDELINES PAGE 16
COLORS AND USAGE
PRIMARY COLORS
The university’s primary colors consist of
warm and confident tones. These colors are
to be used on all materials both internal and
external. They can be used together or as
individual accents. Tints of all primary colors
are allowable.
PANTONE 7417 PANTONE 306C BLACK
C: 0 C: 75 C: 0
M: 75 M: 0 M: 0
Y: 75 Y: 7 Y: 0 On -Press COLOR
K: 0 K: 0 K: 92 There are many factors that can influence
accurate color reproduction. These include
paper stock, ink coverage, line screen,
R: 242 R: 0 R: 44
G: 102 G: 188 G: 44 and various processes from different
B: 73 B: 228 B: 45 printers. For optimal results, work with your
printer to match the colors indicated in
#f26649 #00bce4 #2c2c2d these guidelines. Also use the appropriate
color chips for matching purposes when
reproducing these colors on other media
such as fabric, plastic, paint, etc.
Printing is not an exact science. When
working with printers, please be aware
of standard and acceptable practices.
Furthermore, a piece that is printed and then
printed a second time at a later date may not
match exactly.
We suggest specifying these PMS colors for
a closer match to our standard color palette,
when printing on the stated medium. It is
important to remember that printers use color
proofs as targets, but cannot exactly match
these proofs.
USAGE GUIDELINES
Use of the seal should be primarily used
for signage, formal and official documents,
such as diplomas, legal and official
records, transcripts and programs for formal
academic ceremonies; and any other legal
agreements binding the university. Do not use
the university seal for promotional items such
as padfolios and bookmarks.
To use the seal as a watermark or
background graphic, please send your
request to marketing@CityU.edu
The seal is only to be reproduced with
the primary university colors outlined in
this manual. Tints of these colors are also
acceptable. Gold and/or silver foil stamping
is also permitted.