Logo and Brand Identity Standards - PDF document

1 Logo and Brand Identity Standards Metrop
Logo and Brand Identity Standards Metropolitan State University • Logo and Identity Standards • August 2019 Introduction 2 S:\Metro\Logos and Brand Info Table of Contents Introduction Welcome i University Vision and Mission ii Introduction iii Logo Basics iv Color Primary Colors 1.1 Secondary Color Palette 1.2 Logo Proper Logo 2.1 Logo Elements 2 Size Requirements 2.3 Minimum Space 2.4 Improper Logo Uses 2.5 Tagline 2.6 Typefaces Primary and Secondary Typefaces 3.1 Web and Alternate-use Typefaces 3.1 Brand Usage Business Cards 4.1 Letterhead 4.2 Envelopes 4.3 Name Badges 4.4 Email Signature 4.5-6 Photography Photography Requests 5.1 Style Guide Introduction 6.1 Abbreviation 6.2-3 Addresses and Locations 6.4-5 Capitalization 6.6-7 Dates and Times 6.8 Editing Marks 6.9 Inclusive Language and Accessibilty 6.10 Numerals 6.11 Preferred Spelling and Formatting 6.12 Punctuation 6.13-14 Search Engine Optimization and Descriptive Summary 6.15 Minnesota State Co-branding Co-branding 7.1 Metropolit

2 an State University • Logo and
an State University • Logo and Identity Standards • August 2019 Introduction i S:\Metro\Logos and Brand Info Consistent branding is important to the university’s identity and how we are perceived when communicating internally and with the broader community Each member of the Metropolitan State University community must be a steward of our brand It is everyone’s responsibility to adhere to the logo and branding standards Faculty, sta, student organizations and vendors should follow these standards when creating, adapting or revising materials ank you for your cooperation and support We look forward to working with you! is document is available in alternative formats upon request by contacting the Center for Accessibility Resources, accessibility resources@metrostateedu or 651-793-1549 Welcome Metropolitan State University • Logo and Identity Standards • August 2019 Introduction ii S:\Metro\Logos and Brand Info Vision Statement Metropolitan State University, a member of the Minnesota State Colleg

3 es and Universities system, will be the
es and Universities system, will be the premier urban, public, comprehensive system university in the Twin Cities metropolitan area and will provide high quality, aordable educational programs and services in a student-centered environment e faculty, sta and students of Metropolitan State will reect the area’s rich diversity, build a culturally competent and anti-racist learning community, and demonstrate an unwavering commitment to civic engagement Mission Statement Metropolitan State University is a comprehensive urban university committed to meeting the higher education needs of the Twin Cities and greater metropolitan population e university will provide accessible, high quality liberal arts, professional, and graduate education to the citizens and communities of the metropolitan area, with continued emphasis on underserved groups, including adults and communities of color Within the context of lifelong learning, the university will build on its national reputation for innovative student-centered programs that enable stude

4 nts from diverse backgrounds to achieve
nts from diverse backgrounds to achieve their educational goals e university is committed to academic excellence and community partnerships through curriculum, teaching, scholarship and services designed to support an urban mission University Vision and Mission Metropolitan State University • Logo and Identity Standards • August 2019 Introduction iii S:\Metro\Logos and Brand Info Our logo One of the most important elements in any organization’s identity is its logo and associated applications Consistency in presentation of our brand gives our community a stronger, more eective voice in the many contexts in which we communicate Adherence to these standards is essential in linking each of our communications to our community as a whole Nonadherence to these standards dilutes and weakens our voice as a community Who should use these standards? Any member of the Metropolitan State University community who creates ocial communications for internal or external audiences should refer to these standards While maintaining our

5 standards is our collective responsibil
standards is our collective responsibility, the Marketing and Communications department has been tasked with setting those standards and ensuring that they are met in university communications How should these standards be used? is is a guide to the basics that must be followed in all instances e goal is not to limit creativity but to provide direction that will guide us all to produce materials with greater unity, clarity and visual consistency is will help us produce materials that the public recognizes as distinctly ours, whether the items are found locally or across the United States and come via direct mail, on the Web or in print Who can I contact with questions? For new communications applications or questions about the logo and identity standards, contact Diane DeRosier, Creative Team manager, Marketing and Communications, at dianederosier@metrostateedu or 651-793-1821 Introduction Metropolitan State University • Logo and Identity Standards • August 2019 Introduction iv S:\Metro\Logos and Brand Info Logo ba

6 sics e logo should appear on all co
sics e logo should appear on all communications, in the upper right-hand corner where applicable e logo should appear only once on a surface For multipage pieces, the logo should appear on the front cover in the upper right-hand corner and on the back cover by the address when possible e tagline, when used, should appear on the lower right-hand corner of the communication in question Colors Metropolitan State University • Logo and Identity Standards • August 2019 Colors 1.1 S:\Metro\Logos and Brand Info Colors Principal Blue Pantone 295 C=100, M=57, Y=0, K=40 R=0, G=68, B=124 Web Safe=00447C Intermediate Blue Pantone 293 C=100, M=57, Y=0, K=2 R=0, G=103, B=177 Web Safe=0067B1 Metropolitan State University • Logo and Identity Standards • August 2019 Colors 1.2 S:\Metro\Logos and Brand Info In addition to our principal and intermediate colors, our brand standards include a secondary palette of colors that complement our main colors ese colors provide our community with options appropriate to our dive

7 rse range of communications contexts Sec
rse range of communications contexts Secondary Color Palette Pantone 1805 C=18, M=93, Y=100, K=8 R=204, G=51, B=51 Web Safe=CC3333 Pantone 142 C=0, M=28, Y=76, K=0 R=255, G=204 B=102 Web Safe=FFCC66 Pantone 421 C=0, M=0, Y=0, K=26 R=196, G=198, B=200 Web Safe=C4C6C8 Pantone 7506 C=0, M=5, Y=15, K=0 R=255, G=255, B=204 Web Safe=FFFFCC Metropolitan State University • Logo and Identity Standards • August 2019 Colors 1.3 S:\Metro\Logos and Brand Info In addition to our secondary palette of colors, our brand standards include a tertiary, or accent, palette of colors that complement our main and secondary colors ese colors, while not intended to dominate any context in which they are used, provide our community with accent options appropriate to our diverse range of communications contexts Tertiary Color Palette C=100, M=10, Y=0, K=0 R=0, G=161, B=28 Web Safe=00A1E4 C=0, M=40, Y=100, K=5 R=237, G=157, B=25 Web Safe=ED9D19 C=45, M=0, Y=100, K=0 R=154, G=202 B=60 Web Safe=9ACA3C C=25, M=100, Y=100, K=18 R=163, G=31 B=35 Web Safe=A31F23 C=54, M=16, Y=1

8 00, K=0 R=135, G=172, B=64 Web Safe=87AC
00, K=0 R=135, G=172, B=64 Web Safe=87AC40 C=0, M=25, Y=100, K=0 R=255, G=194, B=14 Web Safe=FFC20E C=64, M=93, Y=25, K=9 R=113, G=53, B=115 Web Safe=713573 C=12, M=97, Y=100, K=0 R=215, G=45, B=41 Web Safe=D72D29 C=42, M=85, Y=0, K=0 R=158, G=74, B=156 Web Safe=9E4A9C C=0, M=0, Y=0, K=50 R=147, G=149, B=152 Web Safe=939598 Logo Metropolitan State University • Logo and Identity Standards • August 2019 Logo 2.1 S:\Metro\Logos and Brand Info Proper Logos Two-color Logo Principal Blue Intermediate Blue Pantone 295Pantone 293 One-color Logo Principal Blue Pantone 295 White Logo reversed out of dark background Black Logo Metropolitan State University • Logo and Identity Standards • August 2019 Logo 2.2 S:\Metro\Logos and Brand Info Logo Elements Our logo consists of two main elements: the logo type and the logo icon Together, these elements are the symbol of our brand In addition to the logo icon and the logo type, our colors make up the third essential logo element When selecting a logo for use from the S-drive (S:\Metro\Logos

9 and Brand Info), please note that we ha
and Brand Info), please note that we have two standard sizes e 2-inch logo is already scaled for use at our minimum size, and should be used in applications up to six inches wide e 6-inch logo is designed for applications of six inches wide or larger Logo Logo Type Logo Icon Metropolitan State University • Logo and Identity Standards • August 2019 Logo 2.3 S:\Metro\Logos and Brand Info When our logo is used too small, detail is lost and our identity’s impact is reduced To keep our impact intact, our logo standards call for a minimum length of two inches for the full logo, including the text and icon In applications where limited space does not allow for the logo to be at least two inches in length, such as on a pen or pencil, the acceptable alternative is to type out our full name, Metropolitan State University, in Minion Pro Regular font, using as large a font size as the application will allow Each word in our name should be capitalized as shown, and the full name should be no less than two inches long is exception s

10 hould only be used when all other optio
hould only be used when all other options have been explored and eliminated due to diculties in meeting the standards Minimum Size Requirement Two Inches Metropolitan State University Metropolitan State University • Logo and Identity Standards • August 2019 Logo 2.4 S:\Metro\Logos and Brand Info For maximum visibility and impact, our logo needs sucient clear space on all sides to allow its display to be clear and prominent Because our logo will be used in many dierent sizes, using a linear measurement (such as inches) for this clear space would not maintain the same proportion around dierent size logos Instead, the height of the letter “M” in a given application of the logo will be used as our clear space guide Because the proportions of the logo type will always be consistent within each use of the entire logo, this measurement will provide a proportional clear space around any application of the logo Maintaining a minimum clear space of one “M-space” around our logo will allow our university communic

11 ations to be seen, heard and clearly un
ations to be seen, heard and clearly understood Minimum Clear Space Requirements M M M M Metropolitan State University • Logo and Identity Standards • August 2019 Logo 2.5 S:\Metro\Logos and Brand Info Recolored logos e logo should only appear in the proper colors and shadings e logo icon should always appear with the same portions in color e logos here have colors and shadings outside the proper range of use Obscured and hard-to-read logos. Our logo should always be placed in such a way that it is clear and readable Always use the proper logo style for the context Distorted or stretched logos Always keep horizontal and vertical (x and y) proportions equal when resizing Separated logo elements All logo elements should remain together in a cohesive whole Unequally resized elements . Improper Logos Metropolitan State University • Logo and Identity Standards • August 2019 Logo 2.6 S:\Metro\Logos and Brand Info Our tagline is a concise description of the university’s vision We encourage the use of t

12 he tagline in communications where po
he tagline in communications where possible When used, our tagline should appear in the lower right-hand corner, with the logo appearing in the upper right-hand corner Service Mark Definition Service marks SM identify and distinguish the source of services from one party from those of others, much as trademarks do to distinguish the sources of products. Tagline Typefaces Metropolitan State University • Logo and Identity Standards • August 2019 Typefaces 3.1 S:\Metro\Logos and Brand Info Typefaces Metropolitan State University’s typography consists of two typefaces: Minion Pro and Myriad Pro Both of these typefaces come in a variety of weights and oer us exibility in our applications Principal Typefaces Minion Pro Regular abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Minion Pro Medium abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Minion Pro Semibold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Minion Pro Bold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDE

13 FGHIJKLMNOPQRSTUVWXYZ SecondMinion Pro B
FGHIJKLMNOPQRSTUVWXYZ SecondMinion Pro Bold Condensed abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Intermediate Typefaces Myriad Pro Regular abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Semibold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Bold abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Condensed abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Pro Bold Condensed abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ Web and Alternate typefaces For ocial communications via e-mail, PowerPoint, and other digital mediums, or in situations where our primary and secondary typefaces are not available, acceptable alternative fonts are Times New Roman and Arial Brand Usage S:\Metro\Logos and Brand Info Anne Aronson, Ph.D. Professor, Writing Program Communications, Writing and the Arts College of Arts and Sciences anne.aronson@metrostate.edu www.metrostate.edu tel:651.999.5950 651.643.2544 Business Cards Virginia “Ginny

14 ” Arthur J.D. Provost and Academic
” Arthur J.D. Provost and Academic Vice President www.metrostate.edu 700 East Seventh Street, Saint Paul, Minnesota 55106-5000 tel:651.793.1920 651.793.1925 cel:651.200.5067 To order business cards, submit a marketing request via servicesmetrostateedu/TDClient/Requests/ServiceDet?ID=25703 Suite 205, 1380 Energy Lane, Saint Paul, Minnesota 55108-5253 Natalie Bearth Student Services Specialist School of Law Enforcement and Criminal Justice natalie.bearth@metrostate.edu www.metrostate.edu 9110 Brooklyn Blvd., Brooklyn Park, Minnesota 55445-2410 tel:763.657.3749 763.657.3700 fax:763.657.7687 David Bahn, Ph.D. Associate Professor College of Management Oce: Management Education Center 13th Street and Harmon Place david.bahn@metrostate.edu www.metrostate.edu Mail: 1501 Hennepin Avenue, Minneapolis, Minnesota 55403-1897 tel:612.659.7283 612.659.7268 Metropolitan State University • Logo and Identity Standards • August 2019 Business Cards 4.1 S:\Metro\Logos and Brand Info Letterhead College of Community Studiesand Public Aairs700 East Seventh

15 StreetSaint Paul, Minnesota55106-5000te
StreetSaint Paul, Minnesota55106-5000tel:651.793.1330651.793.1355www.metrostate.eduAn equal opportunity educator and employer.A member of Minnesota State Metropolitan State University • Logo and Identity Standards • August 2019 Letterhead 4.2 S:\Metro\Logos and Brand Info Envelopes Metropolitan State University • Logo and Identity Standards • August 2019 Envelopes 4.3 S:\Metro\Logos and Brand Info Name Badges To order name badges, submit a marketing request via services.metrostate.edu/TDClient/Requests/ServiceDet?ID=25703 Metropolitan State University • Logo and Identity Standards • August 2019 Name Badges 4.4 S:\Metro\Logos and Brand Info e-signature Best practices indicate that our brand identity should extend to the signatures for our ocial emails To create an e-signature with the proper logo, import the artwork from: S:\Metro\Logos and Brand Info\eSignature logo Enter the logo found at this location is version of the logo has been designed specically for display in Outlook, a

16 nd is rendered at Outlook’s preferr
nd is rendered at Outlook’s preferred 96 dpi resolution Create the remainder of the signature with our Myriad Pro font in black type: • Logo • Name • Title(s) • Department • Phone Numbers • Email Address • Mailing Address • Web Address Note: those wishing to add personal pronoun preferences should include them in parentheses aer their name: Metro Mouse (she/her/hers) Metropolitan State University • Logo and Identity Standards • August 2019 E-mail Signature 4.5 S:\Metro\Logos and Brand Info e-signature For an e-signature without the logo, simply create the signature using our Myriad Pro font in black type • Name • Title(s) • Department • Phone Numbers • Email Address • Mailing Address • Web Address Metropolitan State University • Logo and Identity Standards • August 2019 E-mail Signature 4.6 Photography Metropolitan State University • Logo and Identity Standards • August 2019 Photography 5.1 S:\Metro\Logos and Brand

17 Info Photography Requests What to expect
Info Photography Requests What to expect from a professional photographer Professional photographers typically produce commercial quality images ey usually have extensive experience working with art directors, dierent locations, lighting situations, people, products, product composition, and a wide range of situations especially those that are considered high pressure Professional photographers will have great knowledge of their camera’s abilities and photographic techniques as well as be prepared for “on the y” problem solving with minimal interruption to their assignment Professionals will be equipped with high-end, reliable equipment that oen consists of multiple/backup cameras, lighting, backdrops, tripods, and so on, to get excellent results every time e professional photographer is usually an independent contractor who may or may not be familiar with you or the university e relationship should be professional so the photographer can focus on his or her work Professional photographers also have experience with

18 the post processing of images, which
the post processing of images, which includes retouching, editing and providing access to completed work (website, CD/DVD, prints) When to hire a professional photographer Specic, targeted and Marketing and Communications- arranged photography for the website, printed collateral, advertising, marketing materials, and so on Portrait and product specic images Architectural images When NOT to hire a professional photographer Most campus events (documentation of guests, conferences, meetings, get-togethers) PR events—groundbreakings, grand openings, award presentations/ceremonies People and items on campus for newsletter/news release use (quick and for documentation) Alternatives to hiring a professional photographer Contact Marketing and Communications about the availability of sta—requests for photography of PR events and people or things to be featured in a newsletter, press release or on the website—using the Request Form Use one of two small point-and-shoot cameras available from Marketing and Communication

19 s to shoot your own images Use your
s to shoot your own images Use your iPhone/cell phone to capture an event for limited distribution (newsletter, announcement, documentation) Use your own camera (if available) Be sure to share all photography with Marketing and Communications for distribution and archival purposes Style Guide Metropolitan State University maintains a university-specic reference tool that provides usage guidelines for many typical writing and editing situations, as well as general writing tips, to be used when creating content for the university Content coordinators and individuals creating content for university communications or the website should use this guide to ensure the university’s standards are being met We are all stewards of Metropolitan State’s identity, brand, and institutional voice If confronted with a style issue not addressed in this guide, consult AP style guidelines If confronted with a spelling issue not addressed in this guide, consult the most recent edition of the Oxford English Dictionary (OED) For Metropolitan State University style

20 questions, contact Diane DeRosier, C
questions, contact Diane DeRosier, Creative Team manager, Marketing and Communications, at dianederosier@metrostateedu or 651-793-1821 Introduction Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.1 S:\Metro\Logos and Brand Info Abbreviations generally should not be used in text However, commonly recognized abbreviations for government agencies and other organizations may be used aer an initial spelled-out reference Some examples: Institute for Community Engagement and Scholarship (ICES) and College of Arts and Sciences (CAS) Such abbreviations should later appear capitalized, un-spaced and without periods: ICES and CAS Metropolitan State University: the only acceptable abbreviations are Metropolitan State and the university Never use MSU because it also can refer to Minnesota State University, Moorhead or Minnesota State University, Mankato In formal documents, reports, news releases or letters, use Metropolitan State University for the rst reference; Metropolitan State or the univer

21 sity may be used aer the spelled-o
sity may be used aer the spelled-out reference Use the title University of Minnesota when referring to that institution When space is limited, the U of M may be used aer an initial spelled-out reference Abbreviations of academic degrees should appear capitalized, un- spaced and without periods: AA, BA, BAS, BHS, BS, BSN, BSW, MA, MBA, MMIS, MPNA, MS, MSN and PhD Titles before names may be abbreviated if the abbreviation is a common usage: Guest speaker was Gov Tim Walz If abbreviated, the title should be capitalized Do not abbreviate or capitalize titles aer names: Guest speaker was Tim Walz, governor Months — see Dates and Times Words forming part of an address (avenue, street, building) should not be abbreviated in formal text but may be abbreviated to save space in informal letters or publications, or in lists Exceptions are words identifying directions-they may be abbreviated: N, SE, NE, SW, SE, except when they form part of a name (East River Road) See also: Location Names and Addresses United States may be abbreviated when used as an ad

22 jective: Post Oce Otherwise use U
jective: Post Oce Otherwise use United States or United States of America e abbreviations Jr, Sr, II, III and IV are used only with a complete name unless needed for clarity when, for example, both junior and senior are being discussed Jr and Sr are preceded by a comma; II, III and IV are not Avoid the abbreviations i, etc and similar abbreviations of Latin expressions Use the word ‘and’ instead of ‘&’ symbol e ‘&’ symbol should only be used if number of characters are limited Use alternatives: that is, and so on, such as, for example More abbreviations: When the name of a state is used alone without a city reference, spell it out in both text and letters When used with a city or other reference, the state name may be abbreviated, using narrative abbreviation form (see list below), not zip code form In text, eight states are never abbreviated: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah Use zip code abbreviations only when writing full addresses including the zip code (Saint Paul, MN 55106) versus is ac

23 ceptable as vs miles per gallon is accep
ceptable as vs miles per gallon is acceptable as mpg (no periods) as the second reference; miles per hour is acceptable as mph (no periods) in all references; Abbreviation Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.2 S:\Metro\Logos and Brand Info mount: Spell out in all uses, including the names of communities and of mountains: Mount Clemens, Mich; Mount Everest Saint should be spelled out, Saint Paul (also Saint Lawrence, and Saint Louis) unless it is abbreviated as part of a name (University of St omas); words per minute is accepted as WPM (no periods); grade point average can be GPA (no periods) Abbreviations for state names in narrative copy and zip code forms for mailing addresses: NarrativeMailing Ala Alaska Ariz Ark Calif Colo CO Conn Del Fla Hawaii Idaho Ill Ind IowaIA Kan Ky LaLA Maine Md Mass Mich Minn Miss Mo MO Mont Neb Nev NNH NNM N. NY NC N. ND OhioOH OklaOK Ore OR Pa PA SSC SD Tenn TexasTX Utah VtVT VaVA WashWA Va. Wis Wyo DC Metropolitan State Un

24 iversity • Logo and Identity St
iversity • Logo and Identity Standards • August 2019 Style Guide 6.3 S:\Metro\Logos and Brand Info e full name of the university, Metropolitan State University, should be used in all headlines and for the initial reference to the university in body text Subsequent references to the university should be Metropolitan State e university is also an acceptable reference, but only if it is abundantly clear in the text which university you are referring to In some marketing and less formal contexts, Metro State can be used as a subsequent reference, though this is not preferred In accordance with the Higher Learning Commission, only the main Saint Paul location can be considered a campus All other Metropolitan State University locations would be referred to as a center or location (ex Minneapolis location or Midway Center) ere are four university locations that may need to be specically referenced on occasion: Saint Paul Campus (main) Midway Center Minneapolis location (Management Education Center, or

25 MEC) Law Enforcement and Crimi
MEC) Law Enforcement and Criminal Justice Center (LECJEC) e Saint Paul Campus consists of multiple buildings that may also need to be specically referred to from time-to-time: Founders Hall New Main St John’s Hall Library and Learning Center Fine Arts Building Student Center Jason R Carter Science Education Center Parking Ramp Addresses: Metropolitan State University’s ocial mailing addresses include the zip-plus-four code e correct campus addresses are: Metropolitan State University Saint Paul Campus 700 East Seventh Street Saint Paul, MN 55106-5000 Metropolitan State University Midway Center 1450 Energy Park Drive Saint Paul, MN 55108-5218 Metropolitan State University Minneapolis 1501 Hennepin Avenue Minneapolis, MN 55403-1897 Addresses and Locations Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.4 S:\Metro\Logos and Brand Info Metropolitan State University Midway Center-Energy Park Place 1380 Energ

26 y Lane Saint Paul, MN 55108 Use the abbr
y Lane Saint Paul, MN 55108 Use the abbreviations Ave, Blvd and St only with a numbered address where space is tight Spell them out and capitalize when part of a formal street name without a number: Seventh Street and Maria Avenue Lowercase and spell out when used alone or with more than one street name: University and Snelling avenues Words like alley, drive, road and terrace are always spelled out in text Abbreviations are acceptable when used in mailing addresses Capitalize them when part of a formal name without a number; lowercase when used alone or with two or more names: Pinewood Drive, down the alley, Fort and Century roads Always use gures for the number of a building in an address: 9 Morningside Circle Spell out and capitalize rst through ninth when used as street names; use gures with two letters for 10th and above: 7 Fih Avenue, 100 21st Street Abbreviate compass points used to indicate directional ends of a street or quadrants of a city in a numbered address: 222 E 42nd St, SE, NW Do not abbreviate if the building number is omi

27 tted-East 42nd Street, or if the directi
tted-East 42nd Street, or if the direction forms part of a name-East River Road Spell out East in the university’s address State, federal and interstate highways are designated by numerals: 169; Interstate 494, but on second reference, I-494; and Highway 36, with second reference as Hwy e locations tab on the university website also provides addresses for each campus along with maps and addresses of additional buildings on the Saint Paul Campus Saint Paul Campus building addresses include: Library and Learning Center (LIB) 645 East Seventh Street, Saint Paul, MN 55106 Parking Ramp 400 Maria Avenue, Saint Paul, MN 55106 Jason R Carter Science Education Center 664 East Sixth Street, Saint Paul, MN 55106 Student Center 690 East Seventh Street, Saint Paul, MN 55106 Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.5 S:\Metro\Logos and Brand Info Capitalize words identied as “cap” or “usually cap” in Oxford English Dictionary Do not capitalize words identied as “o

28 6;en cap” or “sometimes cap&#
6;en cap” or “sometimes cap” Do capitalize all proper names—people, places, complete names of organizations and major historical events Occupational titles: Do not capitalize except before a name: President Wilson G Bradshaw; but Wilson G Bradshaw, president Do not capitalize titles when used alone: e president spoke to the faculty Lowercase elds of study (unless proper nouns such as English or Spanish), titles of academic degrees when spelled out, ranks or titles when standing alone or following a name and semesters of the academic year: human services concentration, graduate program in business, bachelor’s degree, master of arts, the doctorate, dean, community faculty, resident faculty, assistant professor, director, fall semester Also lowercase programs such as women’s studies and social work Capitalize complete oce names, departments, centers and divisions within Metropolitan State: Admissions Oce Alumni Relations Oce Building Services Career Center Center for Academic Excellence Center for Accessibili

29 ty Resources College of Community Studie
ty Resources College of Community Studies and Public Aairs College of Individualized Studies College of Liberal Arts College of Management College of Nursing and Health Sciences College of Sciences Counseling Center Enrollment Management Oce Financial Aid Oce Gateway Student Services Information Technology Services Institute for Community Engagement and Scholarship Library and Learning Center Marketing and Communications Department Midway Center Registrar’s Oce Safety and Security Oce School of Communication, Writing and the Arts School of Law Enforcement and Criminal Justice School of Nursing School of Urban Education Student Aairs Student Life and Leadership Development University Advancement Capitalization Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.6 S:\Metro\Logos and Brand Info Lowercase words representing a shortened version of a proper name or oce: the college, university, computer lab, library, committee, task force, advising sta But, always use the

30 complete name, capitalized, on rs
complete name, capitalized, on rst reference When a generic term is used in the plural form following more than one proper name, it is lowercased: Saint Paul and Minneapolis locations, but Saint Paul Campus Social/cultural references: Capitalize names of groups based on racial, national or religious distinctions: American Indian, African American, Latinx, Protestant Geography: Capitalize adjectives identifying direction when they form part of the name of a specic geographic region (Western Europe, Midwest, Northeast Minneapolis, Twin Cities, West Coast) but not when used descriptively to merely identify direction (southern Minnesota, northward) Write city of Minneapolis, city of Saint Paul, state of Minnesota (not City of or State of) Lowercase the seasons: spring, summer, fall, winter and derivatives such as springtime, unless part of a formal name: Fall 2004 Class Schedule; Saint Paul Winter Carnival, but spring semester Capitalize room and oor in Class Schedule data, unless they are abbreviated Do not capitalize chapter, section or page numb

31 ers, unless in formal documents In head
ers, unless in formal documents In headings and subheadings in books, brochures, learning- opportunity titles, reports and so on, capitalize the rst and last words and all nouns, pronouns, adjectives, verbs, adverbs and subordinating conjunctions (if, as, because, so, unless, that, although and when) Lowercase all articles (a, an, the), coordinating conjunctions (and, but, or, for, nor) and prepositions, regardless of length, unless they are the rst or last words of the title or heading e to in innitives are also lowercased: How to Promote Your Small Business in Five Easy Steps Avoid the use of all caps in headlines, subheads or listings Readability studies show that type in all caps is dicult to read Use bold face for added emphasis Quotes: Capitalize the rst word in a quotation when the quotation is a complete sentence: e nursing program dean said, “Accreditation certies that a nursing program has met the high educational standards established by the profession” For partial sentence quotes, do not capitalize t

32 he rst word She said faculty and s
he rst word She said faculty and sta “are pleased that Metropolitan State has achieved this status Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.7 S:\Metro\Logos and Brand Info Use gures with a colon to separate hours and minutes—1:30 ; do not use ciphers when just the hour is used—2 , not 2:00 p Lowercase a and p Use noon or midnight instead of 12 a or 12 p Spell out the day of the week, except in tabular material For tabular material only: use these abbreviations, without periods: Sun, Mon, Tue, Wed, u, Fri and Sat When a month is used with a specic date, abbreviate only Jan Feb, Aug, Sept, Oct, Nov and Dec Spell out when using month without a date, or with a year alone When a phrase lists only a month and a year, do not separate the year with commas When a phrase refers to a month, day and year, do not use a comma aer the year Examples: January 1972 was a cold month e course begins May 12 Feb 14, 1976 was the target date Use the date without a y

33 ear if it is within the current year Use
ear if it is within the current year Use the year with a date if referring to future or past years: July 4, 1776 or July 4, 2076 Use gures without letters in dates: April 1, not April 1st, March 15, not March 15th Spell out references to particular centuries and decades: twentieth century; in the sixties; but the 1930s Presentation of event times and locations should be placed in the following order: time, date, place For Metropolitan State locations, place should be broken down into the sequence: campus or location, building, room Examples: 8–10 a, Friday, Oct 29, Library and Learning Center, 645 East Seventh Street, Saint Paul (address included when needed) Room 306; noon– , Monday, May 17, Saint Paul Campus, New Main, Room L104 Some marketing and communications applications prefer day and date before time Dates and Times Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.8 S:\Metro\Logos and Brand Info Writing that is being edited by hand will frequently be marked up with editing mark

34 s to save space and eciently commun
s to save space and eciently communicate corrections is table, containing a representative selection of common proofreading marks, is taken from gure 26 of the Chicago Manual of Style, 17th Edition . Editing Marks Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.9 S:\Metro\Logos and Brand Info In the interests of inclusion, avoid using sexual or racial stereotyping and language in all internal and external communications Rather, use neutral alternatives for occupational and positional words before assuming a particular gender identity: reghter, police ocer, chair, or chairperson Don’t create words such as s/he, and use the plural they to avoid putting two words together with slashes: he/she When writing about a specic person, ask what pronouns they use for themselves (e, she/her/hers, he/him/his, they/them/theirs) LGBTQ+ and LGBTQIA+ are shorthand terms used by the Women’s and LGBTQ+ services for lesbian, gay, bisexual, non- binary, and transgender individu

35 als and groups, unless the particular i
als and groups, unless the particular individual or group has a strong preference for another term Contact the Women’s and LGBTQ+ Services oce at 651- 793-1544 or wglbtq@metrostateedu for more information Disabilities are handled according to the preference of the person or group In writing about disabilities, stress the person, not the disability: persons with disabilities rather than the disabled If you have questions, contact the Center for Accessibility Resources at 651-793-1549 or accessibilityresources@metrostate edu e ADA National Network also oers Guidelines for Writing About People With Disabilities . Ethnic and cultural identity designations generally follow the preference of the person or group Ask the person or group you’re writing about how they want to be identied, remembering that many people consider themselves multiracial or choose not to identify in a specic category e Equity and Armative Action Oce, 651-793-1270 or equityaact@metrostateedu, can help with questions As a general rule, ide

36 ntify ethnic groups by recognized ethni
ntify ethnic groups by recognized ethnic designations African American, Asian American, Pacic Islander, Latina/Latino/Latinx, Hispanic and Native American are acceptable identiers As an addendum to the capitalization rules previously mentioned, when referring to ethnicity, the generic terms black and white aren’t capitalized However, if you capitalize one to conform to a particular group’s preference, capitalize both University publications and events are required to include accessibility statements in their materials For documents and publications, the appropriate statement should read: is document is available in alternative formats upon request by contacting the Center for Accessibility Resources, accessibility resources@metrostateedu or 651-793-1549 For events and workshops, the accomodation statement should read: If you need disability related accomodations, including parking, to make these events accessible, please contact the Center for Accessibility Resources, accessibilityresources@metrostateedu or 651-793-1549 Inclusive Lang

37 uage and Accessibility Statements Metrop
uage and Accessibility Statements Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.10 S:\Metro\Logos and Brand Info Spell out numbers one through nine Use gures for numbers 10 and larger e major exceptions are numbers representing units of measure, time and money, which are always expressed in gures (also called cardinal numbers) Other exceptions include: Numbers at the beginning of sentences should be spelled out All scores and ratios should be written in gures Numbers smaller than 100 which designate political or military divisions should be spelled out: Seventh Ward, Second Congressional District Percents: see below Ordinal numbers designate the place of a number in an ordered sequence (rst, second, third) For ordinal numbers, spell out rst through ninth when they indicate sequence in time or location: rst base, the First Amendment, he was rst in line Starting with 10th, use gures Although the day of the month is actually an ordinal (and so pronounced in

38 speaking), write it as a cardinal numbe
speaking), write it as a cardinal number: April 18, not April 18th In text, percents should be written out in gures with the word percent, even for gures under 10: 30 percent, 8 percent Use decimals instead of fractions: 65 percent, 24 percent For amounts less than 1 percent, precede the decimal point with a zero: 06 percent Repeat percent with each individual gure: He said between 10 percent and 30 percent of the electorate will vote e plural of gures is the addition of an “s”: 1970s In narrative copy, spell out a fraction when it stands alone: one half Figures may be used in tabular material Use gures for precise amounts larger than one, converting to decimals whenever practical: 13 and 3/4 or 13 For whole dollar amounts, do not use ciphers aer the whole number: $10, not $10 Amounts of money less than $1 should be written in gures with the word cents: 60 cents, 99 cents Numerals Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.11 S:\Metro\Logos and B

39 rand Info Preferred spelling alumna (wom
rand Info Preferred spelling alumna (woman) alumnae (women) alumni (men) alumnus (man) alum (gender-neutral singular) alums (gender neutral plural) baccalaureate course work Dayton’s Blu download East Side email emerita (woman) emeritae (women) emeriti(men) emeritus (man) eldwork full time (noun) full-time (adjective) fund-raising hands-on home page in-depth (adjective) internet liaison multimedia nonprot nontraditional online part time (noun) part-time (adjective) percent postsecondary sociopolitical theater web webcast web page website well-being workforce Preferred formatting BankMobile BeFree Board of Teaching BrightSpace CApp Coursework DataSlice Decisionmaker eCHECKUP TO GO eFollett eForm Entry Point! eServices FASTChoice GiveMN GradReady IIQ Infosession Live Stream (noun) Live-stream (verb w/object) MediaSpace MetroAnnounce MetroConnect MetroPlan MnDOR MOVEit Securely NetDirect News@Metro NextEra Nondegree-seeking Nonenrollment Nonmajor Non-textbook Note-taking OnCare PowToon RightNow TeamDynamix TechID TuitionMatch-MN Preferred Spelling and Form

40 atting Metropolitan State University &
atting Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.12 S:\Metro\Logos and Brand Info Use commas to separate elements in a series e oen-discussed Oxford comma, placed before the conjunction at the end of a series, is optional, but be consistant in usage within a particular piece of content: e ag is red, white, and blue or e ag is red, white and blue, but not both in one piece of content Do put a comma before the concluding conjunction in a series if an integral element of the series requires a conjunction or when a comma is needed for clarication: I had orange juice, toast, and ham and eggs for breakfast When one or more of the elements contains a comma and the series is relatively long, a semicolon should be used to separate elements Try to keep construction parallel Semicolons are used, in general, to indicate a greater separation of thought and information than a comma can convey, but less than the separation that a period implies Use semicolons to separate

41 elements of a series when individual seg
elements of a series when individual segments contain material that also must be set o by commas Use a semicolon before the nal “and” in such a series ere is only one space aer a semicolon Periods are followed by one space in paragraphs containing multiple sentences Periods and commas are always placed inside quotation marks e dash, semicolon, question mark and exclamation point go within the quotation marks when they apply to the quoted matter only ey go outside when they apply to the whole sentence Examples: She said, “I think he should be called” e instructor asked the class, “How does this scene move the story along?” Which character said, “e quality of mercy is not strained”? Use quotation marks for titles of articles, songs, chapters in books, radio and television programs If the radio or television program is a continuing series, it is italicized: National Public Radio’s All ings Considered Italicize titles of books, magazines, newspapers, plays, long musical compo

42 sitions and operas, works of art and mo
sitions and operas, works of art and motion pictures Colons are followed by one space Capitalize the rst word aer a colon only if it is a proper noun or the start of a complete sentence Please note this requirement: All assignments must be typed ere were three considerations: expenses, time and feasibility Use the apostrophe to indicate possession; do not use apostrophes to indicate a plural or make a verb form He collected OKs from all the GIs who had hidden from B52s in the 1960s She did not approve the student’s degree plan Use an apostrophe to form the plural of a single letter: Her report card was all A’s Oxford English Dictionary’s spelling is the rule for hyphenation of word combinations that are permanent compound accepted usages, and words formed by the addition of prexes Neither hyphens (-) nor en dashes (–) and em dashes (—) require spaces around them Use a hyphen in constructions forming temporary compounds where necessary to clarify sense Oen this is the case when a compound is formed as an adjec

43 tive modier: degree-seeking studen
tive modier: degree-seeking students, problem-solving methods e hyphen is not necessary where meaning is clear: civil service employee, continuing education student, learning assessment agreement Punctuation Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.13 S:\Metro\Logos and Brand Info Use a hyphen in compound constructions containing a prex that modies two or more words: post-high school studies; but postsecondary education Use hyphens in constructions containing two or more compounds that share a common element that is omitted in all but the nal term: second- and third-year students, short- and long-term goals Use a hyphen in compound constructions containing a numerical rst element that acts as an adjective: 10-session sequence, twentieth-century literature, three-quarter series Do not use a hyphen in compound constructions containing an adverb ending in “ly,” a comparative or a superlative: federally funded scholarship, lowest common denominator Adverbs

44 or combined adjective elements used a&#
or combined adjective elements used aer the word modied need no hyphenation: Her resume was up to date, but he submitted an up-to-date resume When to use a hyphen and a dash: Hyphenate words, social security numbers and telephone numbers Use an en dash (–) to connect continuing numbers, dates, time or reference numbers: May–June, 2004; 10 a Use an em dash (—) to indicate a break in thought or when the speech of one is interrupted by another Use of exclamation points can be distracting and is, for the most part, unnecessary in professional writing Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.14 S:\Metro\Logos and Brand Info Search Engine Optimization (SEO) is a tool used to increase a web page’s likelihood of appearing in a web search When writing keywords with SEO in mind, you are essentially trying to predict what others might plug into a search engine to nd an article Keywords When writing an article for Metropolitan State’s website, always use the foll

45 owing keywords: Metropolitan Sta
owing keywords: Metropolitan State University Metropolitan State Include appropriate keywords* relating to the author(s), participant(s), location(s), etc *Keywords will vary depending on the content of each specic article Descriptive Summary A descriptive summary for articles is what a reader uses to determine whether or not to visit a web page Summaries appear on web searches under article titles and should provide a brief description (usually 2-3 sentences) of the article SEO (Search Engine Optimization) Browser Bar Title: Re-enter the page title (headline) Meta Description: Re-enter the short/two-line description Keywords: Enter words from the event that could be picked- up in an Internet browser “search” Always include Metropolitan State University and Metropolitan State Search Engine Optimization and Descriptive Summary Metropolitan State University • Logo and Identity Standards • August 2019 Style Guide 6.15 S:\Metro\Logos and Brand Info Minnesota State Co-branding As a member of Minnesota State

46 , Metropolitan State University is requ
, Metropolitan State University is required to adhere to Minnesota State co-branding standards for many of our communications Publications, advertising and marketing materials, our website, external entrance and monument signage, stationary, diplomas, and merchandise are all impacted by co-branding requirements For most of our major communications, such as signage, publications, marketing, and the web, this consideration will aect only those communicators who are in the Marketing and Communications Department itself As each member of the community is a brand steward, however, it is important to be aware of what is required or encouraged in the co-branding relationship with Minnesota State In most publications instances, it is easiest to signal system aliation by including the Minnesota State logo and a school- specic identier: In other instances, it is sucient to use a text-only identier, in conjunction with the Metropolitan State logo: Co-branding Metropolitan State University • Logo and Identity Standards • Augu