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The Integrated Marketing Guide and Brand Toolkit for University of Wisconsin-La Crosse is a tool to help you produce quality, effective and efficient promotional pieces. The following information describes procedures and policies used by the University Communications Office, including its role and services provided to campus. Visual identity standards are also outlined in this guide. These standards govern the use of the official university logo, wordmark and other official emblems. The standards were created for a simple reason — to provide clear, consistent graphic and editorial representation of UWL. Consistency enhances our message and helps us tell the UWL story. Be sure to adhere to these standards.
Citation preview
Integrated Marketing Guide and Brand Toolkit
PANTONE 202
Visit our website
updated 22916
Welcome
2
Overview Colleagues
The proliferation of technology and social media along with ever-increasing
competition in higher education has driven the office of University Communications
to expand and improve its services to the university community In achieving our
mission of being the go-to resource for all of the universityrsquos communications needs we
take great pride in our role as the creative and strategic force behind the visual and
perceptual image of UWL
We canrsquot achieve this goal alone though To maximize the effectiveness of our external
communications we need the attention and support of the entire campus community
and beyond To assist us in the process we have just completed a branding initiative
that will shape the core message to all of our constituents The constituent groups
consist of current students community members business owners alumnidonors
parents faculty staff perspective students high school counselors graduate students
and those taking continuing education classes The committee charged with this
important process spent 18 months working on this project to develop a full platform to
help us tell the great story of UWL
The standards and recommendations that are included in this toolkit have been
created for one very simple reason mdash to provide clear consistent graphic and editorial
presentations of UW-La Crosse to all of our constituencies We ask that you follow the
guide and adhere to these standards as you communicate with all of our audiences If
you have any suggestions for improvement we welcome your input
As always feel free to call on the professionals in UComm for any of your
communication needs
Sharing your pride in UW-L
Greg Reichert
Assistant Chancellor for University Advancement
Greg Reichert
Assistant Chancellor for University Advancement6087858672greichertuwlaxedu
Welcome
3
University Communications Staff
News amp MarketingCreative Services Web amp Interactive Communications
Maren Walz
Web Coordinator6087858574mwalzuwlaxedu
115 Graff Main Hall | Fax 6087858492
Florence Aliesch
Director of Creative Services6087858575falieschuwlaxedu
Sanja Dojcinovic
Assistant Director of Creative Services6087858499sdojcinovicuwlaxedu
Brad Quarberg
Director of News amp Marketing6087858572bquarberguwlaxedu
James Bushman
Comm amp Social Media Specialist6087858487jbushmanuwlaxedu
Mason Hardy
Web Developer Site Admin6087858650mhardyuwlaxedu
UNIVERSITY COMMUNICATIONS MISSION
To serve UW-La Crosse by setting the highest standards for its creative work using the power of words and images to advance its educational mission
Jacob Speer
Web Content ManagerDesigner6087858299jspeeruwlaxedu
Claudette Bode
Office Operations Associate6087858487cbodeuwlaxedu
Kjerstin Lang
University Relations Specialist6087858651klanguwlaxedu
Mike Lieurance
University Photographer amp Internal Communication Specialist6087858497mlieuranceuwlaxedu
Contents
4
University Communications staff 4
University Communications services 5
UWL identity standards and branding 6
Brand Architecture 8
Consistent Messaging
University name 10
Required statements 11
Logos 12
Licensing 15
Colors 16
Fonts 17
Letterhead 18
Envelopes 19
Note cards 19
Business cards 19
Icons 20
Images 21
Templates 22
Policy statements amp regulations 23
The Integrated Marketing Guide
and Brand Toolkit for UW-La Crosse
is a tool to help you produce
quality effective and efficient
promotional pieces The following
information describes procedures
and policies used by the University
Communications Office including
its role and services provided to
campus
Visual identity standards are also
outlined in this guide These standards
govern the use of the official
university logo wordmark and other
official emblems The standards were
created for a simple reason mdash to
provide clear consistent graphic
and editorial representation of UWL
Consistency enhances our message
and helps us tell the UWL story Be
sure to adhere to these standards
Remember if you are working with
outside vendors be sure they are
familiar with UWLrsquos policies guidelines
and editorial and visual styles
Communication Tools from
Creative Services
bull Publication samples 24
bull Planning a publication 25
bull Designing your own project 27
News amp Marketing
bull Media relations for the
campus community 30
bull Whatrsquos newsworthy 31
bull Selecting the best tool for
communication 32
bull What to do when a
reporter calls 33
bull Prepare for the interview 33
bull Photography services 34
Web amp Interactive Communications
bull Overall website design and
maintenance 36
bull Accessibility 37
bull Content management
support 37
bull Best practices 37
bull Facebook 39
bull email guide 41
bull creating email signature 42
Appendices
I Style Guide 43
II PhotoTestimonial
Release Form 49
III Frequently asked questions 50
IV Digital Signage info 53
VGender Preferred Pronouns 54
University Communications Services
5
Creative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL
Alumni Association and UWL
Foundation
Creative Services coordinates design
of
o overall visual and graphic identity
of UWL
o all recruitment materials
o various electronic and printed
collateral
- brochures
- posters
- digital signage
- fliers
- postcards and invitations
- forms
- programs
- newsletters
(interactive PDFs and printed)
- Web graphics
o the Lantern magazine (alumni
magazine)
o major components of the
universityrsquos communications effort
o icongraphy
Creative Services also serves as a
clearinghouse for publications with
an off-campus audience ensuring
consistent quality publications
Web amp Interactive Communications
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- writing for web
- images for web
o website user administration
o content management system
training
o technical support and trouble-
shooting
o social media policies and
implementation
iComm works with content
contributors from across campus
to create a user-friendly attractive
website The goal of this partnership
is to market the university with a
consistent identity that reflects
the UWL brand and is capable of
reaching campus strategic goals
News amp Marketing
UWLrsquos News amp Marketing unit leads
the campus in media relations
News amp Marketing prepares and
disseminates news and photographs
about the institution its people and
its programs to newspaper radio TV
online audiences and via university
publications
It also advises faculty staff and
students on media issues and acts as
a clearinghouse for all news releases
and social media statements
UWLrsquos News amp Marketing is
also involved in the ongoing
development of university media
and communications objectives and
policy development
Contact the director of News amp
Marketing at 6087858572 or email
at bquarberguwlaxedu The News
amp Marketing staff is always looking
for story ideas particularly those that
exemplify one or more of the brand
components and lend themselves to
outstanding photography
Innovation Service Professionalism Collaboration Continuity
UW-La Crosse Branding Process
6
A consistent graphic identity
To affirm UWLrsquos position as a world-class
university and raise the relative position
of our institution among our audiences
we must focus on the UWL brand
What is a brand
Simply stated itrsquos the image or
personality we project Through
consistent graphic elements and
messages an effective brand strategy
projects the positive attributes of a
company a product a service mdash and
yes a university Branding illustrates
value
A carefully applied branding strategy
will enhance our effectiveness in
promoting a favorable image and
reaching our goals attracting students
recruiting faculty and staff soliciting
financial support from donors and
promoting goodwill between the
university and those upon who our
success depends
How did we develop the UWL brand
Through a campus committee involving members of shared governance groups
and others They developed the brand during an 18-month process With the help
of the UWL Marketing Department we surveyed more than 1500 people to identify
their perceptions of UWL Groups included
bull current students
bull community members
bull local business owners
bull alumnidonors
bull parents
bull faculty and staff
bull prospective students
bull high school counselors
bull graduate studentscontinuing
education participants
What did we find
All 10 groups shared the same three perspectives about UW-L
bull exceptional quality and value of our academics
bull surrounding natural beauty
bull hometown feel and sense of community on campus
The committee narrowed a long list of suggested taglines to three and tested them
with focus groups using an outside consultant The final tagline was revised based
on feedback from focus groups and shared governance groups
UW-La Crosse Branding Positioning Statement
7
Surround yourself with UW-La CrosseAs a stand alone statement (use Caslon Italic for the typeface)
Graphically-designed
tagline with the echo
effect Contact
Creative Services for a
customized graphic
TAGLINESurround yourself with distinctionSurround yourself with UW-La Crosse
Substitute the word ldquodistinctionrdquo to promote individual departmentsprograms
Surround yourself with great scienceSurround yourself with UW-La Crosse
Surround yourself with great theatreSurround yourself with UW-La Crosse
Surround yourself with friendsSurround yourself with UW-La Crosse
What are we doing
Wersquore keeping students in college and helping them
graduate quicker In fall 2015 our retention rate was
85 percent Our six-year graduation rate for students
beginning in fall 2009 was 69 percent (nationally the six-
year graduation rate from four-year institutions is about
58 percent) Both statistics put UWL at the top for UW
comprehensive campuses
How are we doing it
We attract high-ability goal-oriented students eager to
learn from caring faculty and staff in a caring community
Students learn directly from professors not assistants They
benefit from small classes (a 181 student-faculty ratio)
and conduct hands-on undergraduate research
What drives us
Our motto Mens Corpusque Latin for ldquomind and bodyrdquo
Our faculty and staff are dedicated to the whole
education of our students giving them an outstanding
academic education along with an appreciation for
physical and recreational well-being to make them great
well-rounded global citizens
Why are we distinct
Each year we recruit impressive students In our fall 2015
freshman class
bull average ACT score was 25 (National average 211
Wisconsin average 221)
bull 24 percent graduated in the top 10 percent of their high
school class
bull median class rank was in the 79th percentile
bull 9 percent were US students of color
Who are we (or what is our ldquoelevator speechrdquo)
We are the top-rated comprehensive University of Wisconsin campus Well known for our scholarship and academic rigor we
challenge students and others in a friendly natural environment We offer 94 undergraduate and 26 graduate programs to
more than 10000 students on an attractive traditional campus in western Wisconsinrsquos beautiful driftless area
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUND YOURSELF WITH DISTINC
TION
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
S
URRO
UN
D YOURSELF WITH GREAT THEATRE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
Data as of 32016
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Welcome
2
Overview Colleagues
The proliferation of technology and social media along with ever-increasing
competition in higher education has driven the office of University Communications
to expand and improve its services to the university community In achieving our
mission of being the go-to resource for all of the universityrsquos communications needs we
take great pride in our role as the creative and strategic force behind the visual and
perceptual image of UWL
We canrsquot achieve this goal alone though To maximize the effectiveness of our external
communications we need the attention and support of the entire campus community
and beyond To assist us in the process we have just completed a branding initiative
that will shape the core message to all of our constituents The constituent groups
consist of current students community members business owners alumnidonors
parents faculty staff perspective students high school counselors graduate students
and those taking continuing education classes The committee charged with this
important process spent 18 months working on this project to develop a full platform to
help us tell the great story of UWL
The standards and recommendations that are included in this toolkit have been
created for one very simple reason mdash to provide clear consistent graphic and editorial
presentations of UW-La Crosse to all of our constituencies We ask that you follow the
guide and adhere to these standards as you communicate with all of our audiences If
you have any suggestions for improvement we welcome your input
As always feel free to call on the professionals in UComm for any of your
communication needs
Sharing your pride in UW-L
Greg Reichert
Assistant Chancellor for University Advancement
Greg Reichert
Assistant Chancellor for University Advancement6087858672greichertuwlaxedu
Welcome
3
University Communications Staff
News amp MarketingCreative Services Web amp Interactive Communications
Maren Walz
Web Coordinator6087858574mwalzuwlaxedu
115 Graff Main Hall | Fax 6087858492
Florence Aliesch
Director of Creative Services6087858575falieschuwlaxedu
Sanja Dojcinovic
Assistant Director of Creative Services6087858499sdojcinovicuwlaxedu
Brad Quarberg
Director of News amp Marketing6087858572bquarberguwlaxedu
James Bushman
Comm amp Social Media Specialist6087858487jbushmanuwlaxedu
Mason Hardy
Web Developer Site Admin6087858650mhardyuwlaxedu
UNIVERSITY COMMUNICATIONS MISSION
To serve UW-La Crosse by setting the highest standards for its creative work using the power of words and images to advance its educational mission
Jacob Speer
Web Content ManagerDesigner6087858299jspeeruwlaxedu
Claudette Bode
Office Operations Associate6087858487cbodeuwlaxedu
Kjerstin Lang
University Relations Specialist6087858651klanguwlaxedu
Mike Lieurance
University Photographer amp Internal Communication Specialist6087858497mlieuranceuwlaxedu
Contents
4
University Communications staff 4
University Communications services 5
UWL identity standards and branding 6
Brand Architecture 8
Consistent Messaging
University name 10
Required statements 11
Logos 12
Licensing 15
Colors 16
Fonts 17
Letterhead 18
Envelopes 19
Note cards 19
Business cards 19
Icons 20
Images 21
Templates 22
Policy statements amp regulations 23
The Integrated Marketing Guide
and Brand Toolkit for UW-La Crosse
is a tool to help you produce
quality effective and efficient
promotional pieces The following
information describes procedures
and policies used by the University
Communications Office including
its role and services provided to
campus
Visual identity standards are also
outlined in this guide These standards
govern the use of the official
university logo wordmark and other
official emblems The standards were
created for a simple reason mdash to
provide clear consistent graphic
and editorial representation of UWL
Consistency enhances our message
and helps us tell the UWL story Be
sure to adhere to these standards
Remember if you are working with
outside vendors be sure they are
familiar with UWLrsquos policies guidelines
and editorial and visual styles
Communication Tools from
Creative Services
bull Publication samples 24
bull Planning a publication 25
bull Designing your own project 27
News amp Marketing
bull Media relations for the
campus community 30
bull Whatrsquos newsworthy 31
bull Selecting the best tool for
communication 32
bull What to do when a
reporter calls 33
bull Prepare for the interview 33
bull Photography services 34
Web amp Interactive Communications
bull Overall website design and
maintenance 36
bull Accessibility 37
bull Content management
support 37
bull Best practices 37
bull Facebook 39
bull email guide 41
bull creating email signature 42
Appendices
I Style Guide 43
II PhotoTestimonial
Release Form 49
III Frequently asked questions 50
IV Digital Signage info 53
VGender Preferred Pronouns 54
University Communications Services
5
Creative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL
Alumni Association and UWL
Foundation
Creative Services coordinates design
of
o overall visual and graphic identity
of UWL
o all recruitment materials
o various electronic and printed
collateral
- brochures
- posters
- digital signage
- fliers
- postcards and invitations
- forms
- programs
- newsletters
(interactive PDFs and printed)
- Web graphics
o the Lantern magazine (alumni
magazine)
o major components of the
universityrsquos communications effort
o icongraphy
Creative Services also serves as a
clearinghouse for publications with
an off-campus audience ensuring
consistent quality publications
Web amp Interactive Communications
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- writing for web
- images for web
o website user administration
o content management system
training
o technical support and trouble-
shooting
o social media policies and
implementation
iComm works with content
contributors from across campus
to create a user-friendly attractive
website The goal of this partnership
is to market the university with a
consistent identity that reflects
the UWL brand and is capable of
reaching campus strategic goals
News amp Marketing
UWLrsquos News amp Marketing unit leads
the campus in media relations
News amp Marketing prepares and
disseminates news and photographs
about the institution its people and
its programs to newspaper radio TV
online audiences and via university
publications
It also advises faculty staff and
students on media issues and acts as
a clearinghouse for all news releases
and social media statements
UWLrsquos News amp Marketing is
also involved in the ongoing
development of university media
and communications objectives and
policy development
Contact the director of News amp
Marketing at 6087858572 or email
at bquarberguwlaxedu The News
amp Marketing staff is always looking
for story ideas particularly those that
exemplify one or more of the brand
components and lend themselves to
outstanding photography
Innovation Service Professionalism Collaboration Continuity
UW-La Crosse Branding Process
6
A consistent graphic identity
To affirm UWLrsquos position as a world-class
university and raise the relative position
of our institution among our audiences
we must focus on the UWL brand
What is a brand
Simply stated itrsquos the image or
personality we project Through
consistent graphic elements and
messages an effective brand strategy
projects the positive attributes of a
company a product a service mdash and
yes a university Branding illustrates
value
A carefully applied branding strategy
will enhance our effectiveness in
promoting a favorable image and
reaching our goals attracting students
recruiting faculty and staff soliciting
financial support from donors and
promoting goodwill between the
university and those upon who our
success depends
How did we develop the UWL brand
Through a campus committee involving members of shared governance groups
and others They developed the brand during an 18-month process With the help
of the UWL Marketing Department we surveyed more than 1500 people to identify
their perceptions of UWL Groups included
bull current students
bull community members
bull local business owners
bull alumnidonors
bull parents
bull faculty and staff
bull prospective students
bull high school counselors
bull graduate studentscontinuing
education participants
What did we find
All 10 groups shared the same three perspectives about UW-L
bull exceptional quality and value of our academics
bull surrounding natural beauty
bull hometown feel and sense of community on campus
The committee narrowed a long list of suggested taglines to three and tested them
with focus groups using an outside consultant The final tagline was revised based
on feedback from focus groups and shared governance groups
UW-La Crosse Branding Positioning Statement
7
Surround yourself with UW-La CrosseAs a stand alone statement (use Caslon Italic for the typeface)
Graphically-designed
tagline with the echo
effect Contact
Creative Services for a
customized graphic
TAGLINESurround yourself with distinctionSurround yourself with UW-La Crosse
Substitute the word ldquodistinctionrdquo to promote individual departmentsprograms
Surround yourself with great scienceSurround yourself with UW-La Crosse
Surround yourself with great theatreSurround yourself with UW-La Crosse
Surround yourself with friendsSurround yourself with UW-La Crosse
What are we doing
Wersquore keeping students in college and helping them
graduate quicker In fall 2015 our retention rate was
85 percent Our six-year graduation rate for students
beginning in fall 2009 was 69 percent (nationally the six-
year graduation rate from four-year institutions is about
58 percent) Both statistics put UWL at the top for UW
comprehensive campuses
How are we doing it
We attract high-ability goal-oriented students eager to
learn from caring faculty and staff in a caring community
Students learn directly from professors not assistants They
benefit from small classes (a 181 student-faculty ratio)
and conduct hands-on undergraduate research
What drives us
Our motto Mens Corpusque Latin for ldquomind and bodyrdquo
Our faculty and staff are dedicated to the whole
education of our students giving them an outstanding
academic education along with an appreciation for
physical and recreational well-being to make them great
well-rounded global citizens
Why are we distinct
Each year we recruit impressive students In our fall 2015
freshman class
bull average ACT score was 25 (National average 211
Wisconsin average 221)
bull 24 percent graduated in the top 10 percent of their high
school class
bull median class rank was in the 79th percentile
bull 9 percent were US students of color
Who are we (or what is our ldquoelevator speechrdquo)
We are the top-rated comprehensive University of Wisconsin campus Well known for our scholarship and academic rigor we
challenge students and others in a friendly natural environment We offer 94 undergraduate and 26 graduate programs to
more than 10000 students on an attractive traditional campus in western Wisconsinrsquos beautiful driftless area
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUND YOURSELF WITH DISTINC
TION
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
S
URRO
UN
D YOURSELF WITH GREAT THEATRE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
Data as of 32016
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Welcome
3
University Communications Staff
News amp MarketingCreative Services Web amp Interactive Communications
Maren Walz
Web Coordinator6087858574mwalzuwlaxedu
115 Graff Main Hall | Fax 6087858492
Florence Aliesch
Director of Creative Services6087858575falieschuwlaxedu
Sanja Dojcinovic
Assistant Director of Creative Services6087858499sdojcinovicuwlaxedu
Brad Quarberg
Director of News amp Marketing6087858572bquarberguwlaxedu
James Bushman
Comm amp Social Media Specialist6087858487jbushmanuwlaxedu
Mason Hardy
Web Developer Site Admin6087858650mhardyuwlaxedu
UNIVERSITY COMMUNICATIONS MISSION
To serve UW-La Crosse by setting the highest standards for its creative work using the power of words and images to advance its educational mission
Jacob Speer
Web Content ManagerDesigner6087858299jspeeruwlaxedu
Claudette Bode
Office Operations Associate6087858487cbodeuwlaxedu
Kjerstin Lang
University Relations Specialist6087858651klanguwlaxedu
Mike Lieurance
University Photographer amp Internal Communication Specialist6087858497mlieuranceuwlaxedu
Contents
4
University Communications staff 4
University Communications services 5
UWL identity standards and branding 6
Brand Architecture 8
Consistent Messaging
University name 10
Required statements 11
Logos 12
Licensing 15
Colors 16
Fonts 17
Letterhead 18
Envelopes 19
Note cards 19
Business cards 19
Icons 20
Images 21
Templates 22
Policy statements amp regulations 23
The Integrated Marketing Guide
and Brand Toolkit for UW-La Crosse
is a tool to help you produce
quality effective and efficient
promotional pieces The following
information describes procedures
and policies used by the University
Communications Office including
its role and services provided to
campus
Visual identity standards are also
outlined in this guide These standards
govern the use of the official
university logo wordmark and other
official emblems The standards were
created for a simple reason mdash to
provide clear consistent graphic
and editorial representation of UWL
Consistency enhances our message
and helps us tell the UWL story Be
sure to adhere to these standards
Remember if you are working with
outside vendors be sure they are
familiar with UWLrsquos policies guidelines
and editorial and visual styles
Communication Tools from
Creative Services
bull Publication samples 24
bull Planning a publication 25
bull Designing your own project 27
News amp Marketing
bull Media relations for the
campus community 30
bull Whatrsquos newsworthy 31
bull Selecting the best tool for
communication 32
bull What to do when a
reporter calls 33
bull Prepare for the interview 33
bull Photography services 34
Web amp Interactive Communications
bull Overall website design and
maintenance 36
bull Accessibility 37
bull Content management
support 37
bull Best practices 37
bull Facebook 39
bull email guide 41
bull creating email signature 42
Appendices
I Style Guide 43
II PhotoTestimonial
Release Form 49
III Frequently asked questions 50
IV Digital Signage info 53
VGender Preferred Pronouns 54
University Communications Services
5
Creative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL
Alumni Association and UWL
Foundation
Creative Services coordinates design
of
o overall visual and graphic identity
of UWL
o all recruitment materials
o various electronic and printed
collateral
- brochures
- posters
- digital signage
- fliers
- postcards and invitations
- forms
- programs
- newsletters
(interactive PDFs and printed)
- Web graphics
o the Lantern magazine (alumni
magazine)
o major components of the
universityrsquos communications effort
o icongraphy
Creative Services also serves as a
clearinghouse for publications with
an off-campus audience ensuring
consistent quality publications
Web amp Interactive Communications
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- writing for web
- images for web
o website user administration
o content management system
training
o technical support and trouble-
shooting
o social media policies and
implementation
iComm works with content
contributors from across campus
to create a user-friendly attractive
website The goal of this partnership
is to market the university with a
consistent identity that reflects
the UWL brand and is capable of
reaching campus strategic goals
News amp Marketing
UWLrsquos News amp Marketing unit leads
the campus in media relations
News amp Marketing prepares and
disseminates news and photographs
about the institution its people and
its programs to newspaper radio TV
online audiences and via university
publications
It also advises faculty staff and
students on media issues and acts as
a clearinghouse for all news releases
and social media statements
UWLrsquos News amp Marketing is
also involved in the ongoing
development of university media
and communications objectives and
policy development
Contact the director of News amp
Marketing at 6087858572 or email
at bquarberguwlaxedu The News
amp Marketing staff is always looking
for story ideas particularly those that
exemplify one or more of the brand
components and lend themselves to
outstanding photography
Innovation Service Professionalism Collaboration Continuity
UW-La Crosse Branding Process
6
A consistent graphic identity
To affirm UWLrsquos position as a world-class
university and raise the relative position
of our institution among our audiences
we must focus on the UWL brand
What is a brand
Simply stated itrsquos the image or
personality we project Through
consistent graphic elements and
messages an effective brand strategy
projects the positive attributes of a
company a product a service mdash and
yes a university Branding illustrates
value
A carefully applied branding strategy
will enhance our effectiveness in
promoting a favorable image and
reaching our goals attracting students
recruiting faculty and staff soliciting
financial support from donors and
promoting goodwill between the
university and those upon who our
success depends
How did we develop the UWL brand
Through a campus committee involving members of shared governance groups
and others They developed the brand during an 18-month process With the help
of the UWL Marketing Department we surveyed more than 1500 people to identify
their perceptions of UWL Groups included
bull current students
bull community members
bull local business owners
bull alumnidonors
bull parents
bull faculty and staff
bull prospective students
bull high school counselors
bull graduate studentscontinuing
education participants
What did we find
All 10 groups shared the same three perspectives about UW-L
bull exceptional quality and value of our academics
bull surrounding natural beauty
bull hometown feel and sense of community on campus
The committee narrowed a long list of suggested taglines to three and tested them
with focus groups using an outside consultant The final tagline was revised based
on feedback from focus groups and shared governance groups
UW-La Crosse Branding Positioning Statement
7
Surround yourself with UW-La CrosseAs a stand alone statement (use Caslon Italic for the typeface)
Graphically-designed
tagline with the echo
effect Contact
Creative Services for a
customized graphic
TAGLINESurround yourself with distinctionSurround yourself with UW-La Crosse
Substitute the word ldquodistinctionrdquo to promote individual departmentsprograms
Surround yourself with great scienceSurround yourself with UW-La Crosse
Surround yourself with great theatreSurround yourself with UW-La Crosse
Surround yourself with friendsSurround yourself with UW-La Crosse
What are we doing
Wersquore keeping students in college and helping them
graduate quicker In fall 2015 our retention rate was
85 percent Our six-year graduation rate for students
beginning in fall 2009 was 69 percent (nationally the six-
year graduation rate from four-year institutions is about
58 percent) Both statistics put UWL at the top for UW
comprehensive campuses
How are we doing it
We attract high-ability goal-oriented students eager to
learn from caring faculty and staff in a caring community
Students learn directly from professors not assistants They
benefit from small classes (a 181 student-faculty ratio)
and conduct hands-on undergraduate research
What drives us
Our motto Mens Corpusque Latin for ldquomind and bodyrdquo
Our faculty and staff are dedicated to the whole
education of our students giving them an outstanding
academic education along with an appreciation for
physical and recreational well-being to make them great
well-rounded global citizens
Why are we distinct
Each year we recruit impressive students In our fall 2015
freshman class
bull average ACT score was 25 (National average 211
Wisconsin average 221)
bull 24 percent graduated in the top 10 percent of their high
school class
bull median class rank was in the 79th percentile
bull 9 percent were US students of color
Who are we (or what is our ldquoelevator speechrdquo)
We are the top-rated comprehensive University of Wisconsin campus Well known for our scholarship and academic rigor we
challenge students and others in a friendly natural environment We offer 94 undergraduate and 26 graduate programs to
more than 10000 students on an attractive traditional campus in western Wisconsinrsquos beautiful driftless area
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUND YOURSELF WITH DISTINC
TION
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
S
URRO
UN
D YOURSELF WITH GREAT THEATRE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
Data as of 32016
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Contents
4
University Communications staff 4
University Communications services 5
UWL identity standards and branding 6
Brand Architecture 8
Consistent Messaging
University name 10
Required statements 11
Logos 12
Licensing 15
Colors 16
Fonts 17
Letterhead 18
Envelopes 19
Note cards 19
Business cards 19
Icons 20
Images 21
Templates 22
Policy statements amp regulations 23
The Integrated Marketing Guide
and Brand Toolkit for UW-La Crosse
is a tool to help you produce
quality effective and efficient
promotional pieces The following
information describes procedures
and policies used by the University
Communications Office including
its role and services provided to
campus
Visual identity standards are also
outlined in this guide These standards
govern the use of the official
university logo wordmark and other
official emblems The standards were
created for a simple reason mdash to
provide clear consistent graphic
and editorial representation of UWL
Consistency enhances our message
and helps us tell the UWL story Be
sure to adhere to these standards
Remember if you are working with
outside vendors be sure they are
familiar with UWLrsquos policies guidelines
and editorial and visual styles
Communication Tools from
Creative Services
bull Publication samples 24
bull Planning a publication 25
bull Designing your own project 27
News amp Marketing
bull Media relations for the
campus community 30
bull Whatrsquos newsworthy 31
bull Selecting the best tool for
communication 32
bull What to do when a
reporter calls 33
bull Prepare for the interview 33
bull Photography services 34
Web amp Interactive Communications
bull Overall website design and
maintenance 36
bull Accessibility 37
bull Content management
support 37
bull Best practices 37
bull Facebook 39
bull email guide 41
bull creating email signature 42
Appendices
I Style Guide 43
II PhotoTestimonial
Release Form 49
III Frequently asked questions 50
IV Digital Signage info 53
VGender Preferred Pronouns 54
University Communications Services
5
Creative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL
Alumni Association and UWL
Foundation
Creative Services coordinates design
of
o overall visual and graphic identity
of UWL
o all recruitment materials
o various electronic and printed
collateral
- brochures
- posters
- digital signage
- fliers
- postcards and invitations
- forms
- programs
- newsletters
(interactive PDFs and printed)
- Web graphics
o the Lantern magazine (alumni
magazine)
o major components of the
universityrsquos communications effort
o icongraphy
Creative Services also serves as a
clearinghouse for publications with
an off-campus audience ensuring
consistent quality publications
Web amp Interactive Communications
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- writing for web
- images for web
o website user administration
o content management system
training
o technical support and trouble-
shooting
o social media policies and
implementation
iComm works with content
contributors from across campus
to create a user-friendly attractive
website The goal of this partnership
is to market the university with a
consistent identity that reflects
the UWL brand and is capable of
reaching campus strategic goals
News amp Marketing
UWLrsquos News amp Marketing unit leads
the campus in media relations
News amp Marketing prepares and
disseminates news and photographs
about the institution its people and
its programs to newspaper radio TV
online audiences and via university
publications
It also advises faculty staff and
students on media issues and acts as
a clearinghouse for all news releases
and social media statements
UWLrsquos News amp Marketing is
also involved in the ongoing
development of university media
and communications objectives and
policy development
Contact the director of News amp
Marketing at 6087858572 or email
at bquarberguwlaxedu The News
amp Marketing staff is always looking
for story ideas particularly those that
exemplify one or more of the brand
components and lend themselves to
outstanding photography
Innovation Service Professionalism Collaboration Continuity
UW-La Crosse Branding Process
6
A consistent graphic identity
To affirm UWLrsquos position as a world-class
university and raise the relative position
of our institution among our audiences
we must focus on the UWL brand
What is a brand
Simply stated itrsquos the image or
personality we project Through
consistent graphic elements and
messages an effective brand strategy
projects the positive attributes of a
company a product a service mdash and
yes a university Branding illustrates
value
A carefully applied branding strategy
will enhance our effectiveness in
promoting a favorable image and
reaching our goals attracting students
recruiting faculty and staff soliciting
financial support from donors and
promoting goodwill between the
university and those upon who our
success depends
How did we develop the UWL brand
Through a campus committee involving members of shared governance groups
and others They developed the brand during an 18-month process With the help
of the UWL Marketing Department we surveyed more than 1500 people to identify
their perceptions of UWL Groups included
bull current students
bull community members
bull local business owners
bull alumnidonors
bull parents
bull faculty and staff
bull prospective students
bull high school counselors
bull graduate studentscontinuing
education participants
What did we find
All 10 groups shared the same three perspectives about UW-L
bull exceptional quality and value of our academics
bull surrounding natural beauty
bull hometown feel and sense of community on campus
The committee narrowed a long list of suggested taglines to three and tested them
with focus groups using an outside consultant The final tagline was revised based
on feedback from focus groups and shared governance groups
UW-La Crosse Branding Positioning Statement
7
Surround yourself with UW-La CrosseAs a stand alone statement (use Caslon Italic for the typeface)
Graphically-designed
tagline with the echo
effect Contact
Creative Services for a
customized graphic
TAGLINESurround yourself with distinctionSurround yourself with UW-La Crosse
Substitute the word ldquodistinctionrdquo to promote individual departmentsprograms
Surround yourself with great scienceSurround yourself with UW-La Crosse
Surround yourself with great theatreSurround yourself with UW-La Crosse
Surround yourself with friendsSurround yourself with UW-La Crosse
What are we doing
Wersquore keeping students in college and helping them
graduate quicker In fall 2015 our retention rate was
85 percent Our six-year graduation rate for students
beginning in fall 2009 was 69 percent (nationally the six-
year graduation rate from four-year institutions is about
58 percent) Both statistics put UWL at the top for UW
comprehensive campuses
How are we doing it
We attract high-ability goal-oriented students eager to
learn from caring faculty and staff in a caring community
Students learn directly from professors not assistants They
benefit from small classes (a 181 student-faculty ratio)
and conduct hands-on undergraduate research
What drives us
Our motto Mens Corpusque Latin for ldquomind and bodyrdquo
Our faculty and staff are dedicated to the whole
education of our students giving them an outstanding
academic education along with an appreciation for
physical and recreational well-being to make them great
well-rounded global citizens
Why are we distinct
Each year we recruit impressive students In our fall 2015
freshman class
bull average ACT score was 25 (National average 211
Wisconsin average 221)
bull 24 percent graduated in the top 10 percent of their high
school class
bull median class rank was in the 79th percentile
bull 9 percent were US students of color
Who are we (or what is our ldquoelevator speechrdquo)
We are the top-rated comprehensive University of Wisconsin campus Well known for our scholarship and academic rigor we
challenge students and others in a friendly natural environment We offer 94 undergraduate and 26 graduate programs to
more than 10000 students on an attractive traditional campus in western Wisconsinrsquos beautiful driftless area
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUND YOURSELF WITH DISTINC
TION
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
S
URRO
UN
D YOURSELF WITH GREAT THEATRE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
Data as of 32016
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
University Communications Services
5
Creative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL
Alumni Association and UWL
Foundation
Creative Services coordinates design
of
o overall visual and graphic identity
of UWL
o all recruitment materials
o various electronic and printed
collateral
- brochures
- posters
- digital signage
- fliers
- postcards and invitations
- forms
- programs
- newsletters
(interactive PDFs and printed)
- Web graphics
o the Lantern magazine (alumni
magazine)
o major components of the
universityrsquos communications effort
o icongraphy
Creative Services also serves as a
clearinghouse for publications with
an off-campus audience ensuring
consistent quality publications
Web amp Interactive Communications
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- writing for web
- images for web
o website user administration
o content management system
training
o technical support and trouble-
shooting
o social media policies and
implementation
iComm works with content
contributors from across campus
to create a user-friendly attractive
website The goal of this partnership
is to market the university with a
consistent identity that reflects
the UWL brand and is capable of
reaching campus strategic goals
News amp Marketing
UWLrsquos News amp Marketing unit leads
the campus in media relations
News amp Marketing prepares and
disseminates news and photographs
about the institution its people and
its programs to newspaper radio TV
online audiences and via university
publications
It also advises faculty staff and
students on media issues and acts as
a clearinghouse for all news releases
and social media statements
UWLrsquos News amp Marketing is
also involved in the ongoing
development of university media
and communications objectives and
policy development
Contact the director of News amp
Marketing at 6087858572 or email
at bquarberguwlaxedu The News
amp Marketing staff is always looking
for story ideas particularly those that
exemplify one or more of the brand
components and lend themselves to
outstanding photography
Innovation Service Professionalism Collaboration Continuity
UW-La Crosse Branding Process
6
A consistent graphic identity
To affirm UWLrsquos position as a world-class
university and raise the relative position
of our institution among our audiences
we must focus on the UWL brand
What is a brand
Simply stated itrsquos the image or
personality we project Through
consistent graphic elements and
messages an effective brand strategy
projects the positive attributes of a
company a product a service mdash and
yes a university Branding illustrates
value
A carefully applied branding strategy
will enhance our effectiveness in
promoting a favorable image and
reaching our goals attracting students
recruiting faculty and staff soliciting
financial support from donors and
promoting goodwill between the
university and those upon who our
success depends
How did we develop the UWL brand
Through a campus committee involving members of shared governance groups
and others They developed the brand during an 18-month process With the help
of the UWL Marketing Department we surveyed more than 1500 people to identify
their perceptions of UWL Groups included
bull current students
bull community members
bull local business owners
bull alumnidonors
bull parents
bull faculty and staff
bull prospective students
bull high school counselors
bull graduate studentscontinuing
education participants
What did we find
All 10 groups shared the same three perspectives about UW-L
bull exceptional quality and value of our academics
bull surrounding natural beauty
bull hometown feel and sense of community on campus
The committee narrowed a long list of suggested taglines to three and tested them
with focus groups using an outside consultant The final tagline was revised based
on feedback from focus groups and shared governance groups
UW-La Crosse Branding Positioning Statement
7
Surround yourself with UW-La CrosseAs a stand alone statement (use Caslon Italic for the typeface)
Graphically-designed
tagline with the echo
effect Contact
Creative Services for a
customized graphic
TAGLINESurround yourself with distinctionSurround yourself with UW-La Crosse
Substitute the word ldquodistinctionrdquo to promote individual departmentsprograms
Surround yourself with great scienceSurround yourself with UW-La Crosse
Surround yourself with great theatreSurround yourself with UW-La Crosse
Surround yourself with friendsSurround yourself with UW-La Crosse
What are we doing
Wersquore keeping students in college and helping them
graduate quicker In fall 2015 our retention rate was
85 percent Our six-year graduation rate for students
beginning in fall 2009 was 69 percent (nationally the six-
year graduation rate from four-year institutions is about
58 percent) Both statistics put UWL at the top for UW
comprehensive campuses
How are we doing it
We attract high-ability goal-oriented students eager to
learn from caring faculty and staff in a caring community
Students learn directly from professors not assistants They
benefit from small classes (a 181 student-faculty ratio)
and conduct hands-on undergraduate research
What drives us
Our motto Mens Corpusque Latin for ldquomind and bodyrdquo
Our faculty and staff are dedicated to the whole
education of our students giving them an outstanding
academic education along with an appreciation for
physical and recreational well-being to make them great
well-rounded global citizens
Why are we distinct
Each year we recruit impressive students In our fall 2015
freshman class
bull average ACT score was 25 (National average 211
Wisconsin average 221)
bull 24 percent graduated in the top 10 percent of their high
school class
bull median class rank was in the 79th percentile
bull 9 percent were US students of color
Who are we (or what is our ldquoelevator speechrdquo)
We are the top-rated comprehensive University of Wisconsin campus Well known for our scholarship and academic rigor we
challenge students and others in a friendly natural environment We offer 94 undergraduate and 26 graduate programs to
more than 10000 students on an attractive traditional campus in western Wisconsinrsquos beautiful driftless area
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUND YOURSELF WITH DISTINC
TION
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
S
URRO
UN
D YOURSELF WITH GREAT THEATRE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
Data as of 32016
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
UW-La Crosse Branding Process
6
A consistent graphic identity
To affirm UWLrsquos position as a world-class
university and raise the relative position
of our institution among our audiences
we must focus on the UWL brand
What is a brand
Simply stated itrsquos the image or
personality we project Through
consistent graphic elements and
messages an effective brand strategy
projects the positive attributes of a
company a product a service mdash and
yes a university Branding illustrates
value
A carefully applied branding strategy
will enhance our effectiveness in
promoting a favorable image and
reaching our goals attracting students
recruiting faculty and staff soliciting
financial support from donors and
promoting goodwill between the
university and those upon who our
success depends
How did we develop the UWL brand
Through a campus committee involving members of shared governance groups
and others They developed the brand during an 18-month process With the help
of the UWL Marketing Department we surveyed more than 1500 people to identify
their perceptions of UWL Groups included
bull current students
bull community members
bull local business owners
bull alumnidonors
bull parents
bull faculty and staff
bull prospective students
bull high school counselors
bull graduate studentscontinuing
education participants
What did we find
All 10 groups shared the same three perspectives about UW-L
bull exceptional quality and value of our academics
bull surrounding natural beauty
bull hometown feel and sense of community on campus
The committee narrowed a long list of suggested taglines to three and tested them
with focus groups using an outside consultant The final tagline was revised based
on feedback from focus groups and shared governance groups
UW-La Crosse Branding Positioning Statement
7
Surround yourself with UW-La CrosseAs a stand alone statement (use Caslon Italic for the typeface)
Graphically-designed
tagline with the echo
effect Contact
Creative Services for a
customized graphic
TAGLINESurround yourself with distinctionSurround yourself with UW-La Crosse
Substitute the word ldquodistinctionrdquo to promote individual departmentsprograms
Surround yourself with great scienceSurround yourself with UW-La Crosse
Surround yourself with great theatreSurround yourself with UW-La Crosse
Surround yourself with friendsSurround yourself with UW-La Crosse
What are we doing
Wersquore keeping students in college and helping them
graduate quicker In fall 2015 our retention rate was
85 percent Our six-year graduation rate for students
beginning in fall 2009 was 69 percent (nationally the six-
year graduation rate from four-year institutions is about
58 percent) Both statistics put UWL at the top for UW
comprehensive campuses
How are we doing it
We attract high-ability goal-oriented students eager to
learn from caring faculty and staff in a caring community
Students learn directly from professors not assistants They
benefit from small classes (a 181 student-faculty ratio)
and conduct hands-on undergraduate research
What drives us
Our motto Mens Corpusque Latin for ldquomind and bodyrdquo
Our faculty and staff are dedicated to the whole
education of our students giving them an outstanding
academic education along with an appreciation for
physical and recreational well-being to make them great
well-rounded global citizens
Why are we distinct
Each year we recruit impressive students In our fall 2015
freshman class
bull average ACT score was 25 (National average 211
Wisconsin average 221)
bull 24 percent graduated in the top 10 percent of their high
school class
bull median class rank was in the 79th percentile
bull 9 percent were US students of color
Who are we (or what is our ldquoelevator speechrdquo)
We are the top-rated comprehensive University of Wisconsin campus Well known for our scholarship and academic rigor we
challenge students and others in a friendly natural environment We offer 94 undergraduate and 26 graduate programs to
more than 10000 students on an attractive traditional campus in western Wisconsinrsquos beautiful driftless area
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUND YOURSELF WITH DISTINC
TION
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
S
URRO
UN
D YOURSELF WITH GREAT THEATRE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
Data as of 32016
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
UW-La Crosse Branding Positioning Statement
7
Surround yourself with UW-La CrosseAs a stand alone statement (use Caslon Italic for the typeface)
Graphically-designed
tagline with the echo
effect Contact
Creative Services for a
customized graphic
TAGLINESurround yourself with distinctionSurround yourself with UW-La Crosse
Substitute the word ldquodistinctionrdquo to promote individual departmentsprograms
Surround yourself with great scienceSurround yourself with UW-La Crosse
Surround yourself with great theatreSurround yourself with UW-La Crosse
Surround yourself with friendsSurround yourself with UW-La Crosse
What are we doing
Wersquore keeping students in college and helping them
graduate quicker In fall 2015 our retention rate was
85 percent Our six-year graduation rate for students
beginning in fall 2009 was 69 percent (nationally the six-
year graduation rate from four-year institutions is about
58 percent) Both statistics put UWL at the top for UW
comprehensive campuses
How are we doing it
We attract high-ability goal-oriented students eager to
learn from caring faculty and staff in a caring community
Students learn directly from professors not assistants They
benefit from small classes (a 181 student-faculty ratio)
and conduct hands-on undergraduate research
What drives us
Our motto Mens Corpusque Latin for ldquomind and bodyrdquo
Our faculty and staff are dedicated to the whole
education of our students giving them an outstanding
academic education along with an appreciation for
physical and recreational well-being to make them great
well-rounded global citizens
Why are we distinct
Each year we recruit impressive students In our fall 2015
freshman class
bull average ACT score was 25 (National average 211
Wisconsin average 221)
bull 24 percent graduated in the top 10 percent of their high
school class
bull median class rank was in the 79th percentile
bull 9 percent were US students of color
Who are we (or what is our ldquoelevator speechrdquo)
We are the top-rated comprehensive University of Wisconsin campus Well known for our scholarship and academic rigor we
challenge students and others in a friendly natural environment We offer 94 undergraduate and 26 graduate programs to
more than 10000 students on an attractive traditional campus in western Wisconsinrsquos beautiful driftless area
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUND YOURSELF WITH DISTINC
TION
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
S
URRO
UN
D YOURSELF WITH GREAT THEATRE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
SURR
OUN
D YOURSELF WITH DISTINCTIO
N
SURRO
UND YOURSELF WITH UW-LA
CRO
SSE
Data as of 32016
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
UW-La Crosse Brand Architecture
8
The Brand Architecture is the basis
for determining how communication
elements are applied to all branded
products such as letterhead
publications advertising website and
other communications
Building the Brand Architecture involves
assessing how closely each UWL unit is
associated with the universityrsquos main
identity mdash known as the Core Brand mdash
and then it is assigned to a category
with specifications for using the various
identity elements
The categories provide flexibility in
managing the brand by allowing for
alternate uses where appropriate to
better promote the universityrsquos diverse
constituents
There are four categories Each provide
an incrementally derivative association
with the Core Brand
The categories are
oCore Brand
oBrand Extensions
oSub-Brands
oIndependent Brands
Some of the criteria for placing UWL units
within the brand architecture include
whether
o the mission of this group is part of the
mission of the university or directly
supports the mission of the university
o the primary audience(s) for the
group is one or more of the core
university audiences
o public perception is clearly
enhanced by both the constituent
and the university being the same
entity
The architecture was developed by the
Office of University Communications and
approved by the branding committee
and the university chancellor
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
UW-La Crosse Brand Architecture
9
Brand ExtensionsOffice of International Murphy Library Continuing Education Undergraduate Residence Life McNair Scholars Education and Extension Research
Core Brands Admissions Provostrsquos Office Student Affairs
MEPD Eagle Athletics
MVAC Alumni Association Foundation
tradetrade
REC Sports
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
Sub-brands
Independent Brands
Contact Creative Services for a customized logo
trade
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging | University Name
10
University Name
Our institutionrsquos name is University of
Wisconsin-La Crosse In most cases the
full name should be used in the first
reference to the university The word
ldquotherdquo may precede the full name to
avoid awkward sentence structure
In subsequent written references it is
permissible to use UW-La Crosse or UWL
The universityrsquos name must be written
correctly whenever it appears The
phrase University of Wisconsin-La Crosse
should have a hyphen (with no space
preceding or following it) between the
words Wisconsin and La Crosse There
should be one space between La and
Crosse in the city name The ldquoCrdquo in
Crosse is always capitalized
La Crosse should not be broken into
two lines (La at the end of one line and
Crosse at the beginning of the next)
Examples of correct and incorrect usage of the university nameCorrect mdash
University of Wisconsin-La Crosse
UW-La Crosse
UWL
(the above forms do not apply to email and Web addresses)
Incorrect mdash
University of Wisconsin - La Crosse
University of WisconsinmdashLa Crosse
University of Wisconsin La Crosse
Univ of Wisc-La Crosse
UW - La Crosse
UWmdashLa Crosse
UW-La Crosse
U of W-La Crosse
UWL
UW-L
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging | Required Statements
11
1 The name University of Wisconsin-La Crosse must be
printed on the piece preferably on the front The university
wordmarklogo may be used in place of or in addition
to the name of the university See page 12 for proper
placement of the university wordmarklogo
2 An affirmative action statement either mdash ldquoThe University
of Wisconsin-La Crosse is committed to providing equal
educational and employment opportunity regardless
of race color creed religion sex gender identity or
expression national origin disability ancestry age sexual
orientation pregnancy marital and parental statusrdquo
or
ldquoThe University of Wisconsin-La Crosse is an affirmative
actionequal opportunity employer and is in compliance
with Title IX and Section 504rdquo Or when space is at a
premium ldquoAAEOErdquo
3 Disability statement If the publication requests that an off-
campus audience come to campus to attend an event
the publication must contain the statement
ldquoTo request disability accommodations please contact
(name department address email and phone number of
event coordinator)rdquo
Use the following paragraph if you need to
inform your audience on general facts about
UW-La Crosse
ldquoThe University of Wisconsin-La Crosse
founded in 1909 is one of 13 four-year
campuses in the University of Wisconsin
System It offers approximately 91
majors minors and special programs for
undergraduates in business education
the sciences the arts health recreation
physical education and liberal studies
Twenty-six graduate programs are
available More than 10000 students
attend classes on the compact 128-acre
campus UWL boasts a student to faculty
ratio of 191 and an average class size of
28 students Located on the banks of the
scenic Mississippi River in western Wisconsin
the La Crosse metropolitan area with its
110000 residents serves as a regional center
for shopping business and industryrdquo
Publications for off-campus audiences must contain
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
12
Consistent Messaging | Logos
Protecting Our IdentityThe universityrsquos name seal wordmark and logo are registered marks of the Board
of Regents of the University of Wisconsin System doing business as the University of
Wisconsin-La Crosse This provides protection against the manufacture display or sale
of these identifiers without the universityrsquos consent
Protectability of the university seal wordmark and logo is based on their unique
designs therefore they should never be redrawn reproportioned or otherwise modified
for any special purposes
Licensing of the name seal wordmark and logo will be administered by the universityrsquos
director of creative services in consultation with the assistant chancellor for University
Advancement
A note about specialty items
When the UWL logo or wordmark is printed embroidered embossed or engraved on
specialty items such as coffee mugs apparel keychains desk clocks and folders it
is strongly recommended you ask for product samples from the vendor mdash preferably
with the UWL logo in place mdash so an informed decision can be made before placing
the order
UW-La Crosse wordmark
Download logos at wwwuwlaxeduUCommDesignDownloads
trade
trade
trade
trade
UW-La Crosse social media logo
UW-La Crosse round logo with border
Recommended use
o For all external audiences
o For internal audiences
Recommended use
o For all external audiences
o For internal audiences
o May be customized for programs or
departments
o Not to be used less than one inch in
diameter
UW-La Crosse round logo
Recommended use
o For external audiences within
25 miles of La Crosse
o For internal audiences
o May be customized for
programs or departments
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
UNIV
ERSITY OF WISCONSIN
School of Education
trade trade
trade
trade
OFFICE OF INTERNATIONAL EDUCA
TION MURPHY LIBRARY
CONTINUING EDUCATION AND EX
TENSIO
N
UNDERGRADUATE RESEARCH
RESIDENCE LIFE
MCNAIR SCHOLARS
STUDENT AFFAIRS
ADMISSIONS
PROVOST OFFICE
SCHOOL OF EDUCATION
COLLEGE OF SCIENCE AND HEALTH
EXERC ISE AND SPORTS SCIENCE
trade
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging | Logos
13
University Logo and Wordmark
ColorsWhen possible the logo and wordmark
should appear in two colors In its
reverse application the logo can
appear in black or maroon (PMS 202)
In two-color use the wordmark should
appear with the University of Wisconsin
affiliation in maroon (PMS 202) and the
name La Crosse in black When the
logo or wordmark cannot be printed in
two colors it should appear in black or
in the darkest color available
The logo and wordmark may be
reversed from a dark background
or photograph All elements should
appear in white
Legibilityo To preserve legibility the logo should appear large enough for all type to be
readable
o Designs should allow for a liberal amount of white space around the logo or
wordmark
o Do not print the UWL logo against a heavily textured or patterned background
o Do not reverse the UWL logo out of a complex photograph or background
o Do not print the UWL logo in dark colors on a dark background
o Do not print the UWL logo in light colors on a light background
o Do not use colors other than those specified here to reproduce the logo
The UWL logo must be presented as clearly as possible Backgrounds must be
controlled to assure proper contrast and maximum visibility
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
UWL Official ColorsThe official colors of the UW-La Crosse are
maroon (PMS 202) and gray (40 black)
Download logos at wwwuwlaxeduUCommDesignDownloads
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging | University Seal
14
University Seal
The University of Wisconsin-La Crosse seal
is the official symbol of the institution It
consists of a circle within a circle The
inner circle with a lined background
pattern contains a shield showing the
rivers and bluffs of the Coulee Region
of Wisconsin a scroll and a figure in
motion The scroll and figure are visual
representations of the Latin words ldquomensrdquo
and ldquocorpusquerdquo found on a banner
below the shield Mens Latin for mind
and corpusque Latin for body express
our belief in education for the whole
person The outer circle contains the
name of the university
Use of University SealAppropriate uses
o inaugural materials
o commencement materials
o diploma
o lecterns (especially for official
matters)
o transcripts
o legal documents
o official UWL certificates and plaques
oofficial university publications
o official university reports (eg to
regents to accrediting bodies)
o recruitment materials
o regent visit materials
o university-wide policy statements
The seal may not be redrawn reproportioned
screened or modified in any manner
trade
Inappropriate uses
o non-official printed material or
clothing
o specialty advertising items
(eg clothing glassware
ceramics notebooks folders
etc)romotional or informational
brochures fliers posters books
newsletters etc
The seal must be used in its full
representation and not altered
in any manner The seal should
appear no less than three-quarters-
inch in diameter Scaling must be
proportional
Overprinting the seal is strongly
discouraged and should not interfere
with the integrity of the image
Leave sufficient space around the seal
and do not interfere with the integrity
of the seal
When overprinting on a background leave
sufficient space around the seal and do not
interfere with the integrity of the seal
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging | Athletic Team Logo amp Licensing
15
Athletic Team Logo
The official name of the intercollegiate
athletics teams at the University of
Wisconsin-La Crosse is Eagles Their
official identifier is the ldquoEagle in the Lrdquo
emblem
The athletics identifier is a registered
mark of the University of Wisconsin
System and the University of Wisconsin-
La Crosse Use is obtained by permission
of the Athletics Department and the
licensing group at UWL Contact Mike
Gasper contract administrator at
7856494
Use of Athletic Team LogoAppropriate uses
o uniforms
o athletics programs and brochures
o athletics posters
o other purposes related to the
athletics program at UW-La Crosse
Inappropriate uses
o university stationery (except for
stationery used by units within
Intercollegiate Athletics)
o publications describing specific
academic programs
o any other pieces with a non-
athletic focus
trade
What is licensing
Licensing is the process of contracting for
the rights to use a trademark copyright
or patent belonging to an institution or
business For the university it is a way
to protect our marks promote the
institution and generate revenue
What does this mean for students
First licensing is your assurance that
products have met standards for high
quality Product prices will be slightly
higher than before since the licensing
fee is passed on to consumers Third you
may NOT just go somewhere and have a
T-shirt can cooler or other item made up
using a UW-La Crosse logo
What if a hall a team or other group
wants to get T-shirts made
Any group that wants items with a UW-
La Crosse mark are required to purchase
from a licensed vendor Vendors are
licensed through the Licensing Resource
Group A list of licensed vendors for
UW-La Crosse is available at the LRG site
httplrgusacomlicensingvendor-list
The group will also need permission to
use UW-La Crosse or any UW-La Crosse
symbol mdash the eagle L seal wordmark
logo etc Campus groups may ask
to have the license fee waived for a
specific product if the merchandise is
ordered on a university purchase order
andor it is not for resale
How do you get a fee waived
Requests for waivers for student
organizations should be made in
writing to University Centers 212
Cartwright Center Forms to request a
waiver are available in that office All
other organizations must request the
exemptions from the assistant to the
Vice Chancellor of Administration and
Finance
Why is UWL doing this
The primary reason is to promote and
protect registered university logos
The university also wants to ensure the
quality of products with a UWL logo
since people associate the quality
of the product with the quality of the
school Consistent use of the registered
logos is also a consideration
How do you collect the royalty
The royalty fee is assessed at the point
of production when the registered
mark is used
Where does the money go
After covering expenses the royalties
will be used to support minority student
scholarships
Licensing
UW-La Crosse licenses all registered university logos All officially licensed
products will carry a tag or label identifying them as such
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging | Colors
16
Palette for UWL Core Brand and Brand Extensions
MAROON PMS 202
CMYK C9 M100 Y64 K48
RGBR128 G0 B 41
hex code730019
GRAY 40 Black
CMYK C0 M0 Y0 K40
RGBR167 G169 B172
hex code969799
The official colors of UW-La Crosse are
maroon (PMS 202) and gray (40 black)
UWL Palette
The expanded palette of secondary
and highlight colors exists to enliven
UWLrsquos communications and to facilitate
creativity It adds versatility to the UWL
graphic identity toolbox The colors
within the palette are intended to ensure
cohesiveness across applications
Secondary Colors Use these colors
as supporting colors They are
complementary to the school colors and
enhance the visual experience without
overpowering the design
Highlight Colors Should be used sparingly
choose one highlight color for your design
to draw focus
BLUE GRAYPMS 5493
CMYK C47 M4 Y16 K16
RGBR127 G169 B174
hex code7FA9AE
DARK GRAY PMS 5497
CMYK C38 M9 Y23 K32
RGBR109 G143 B146
hex code526F6A
GRAY GREEN PMS 442
CMYK C25 M7 Y19 K20
RGBR162 G172 B171
hex codeA2ACAB
ECRU PMS 4675
CMYK C5 M20 Y28 K6
RGBR220 G191 B166
hex codeDCBFA6
Secondary Colors
Questions contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
GOLD PMS 723
CMYK C32 M64 Y100 K0
RGBR183 G113 B50
hex codeB76C2E
AQUAMARINE PMS 325
CMYK C62 M0 Y26 K0
RGBR81 G195 B197
hex code3EB3BA
LIGHT GREEN PMS 397
CMYK C14 M2 Y100 K15
RGBR191 G184 B0
hex code9CA743
HighlightColors
Primary Colors
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging |Fonts
17
Futura Condensed Medium | use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro use for headlines or body copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Pro Italic use for emphasis not for large text blocksabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Caslon Semibold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std use for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica LTD Std Bolduse for headlines subheads and small blocks of copyabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
One of the key factors in any identity is
the use of specific typestyles for text or
running copy Using a consistent family of
typefaces visually reinforces the identity
of UWL
Futura Condensed Medium Adobe
Caslon and Helvetica LTD Std in its
various weights are used as the primary
typefaces on all printed materials
Century Gothic and Berthold Akzidenz
Grotesk in its various weights can be
used as the supporting typefaces on all
printed materialsCentury Gothicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Italic use for cutlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold use for headlinesabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Gothic Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Regularabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Boldabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Berthold Akzidenz Grotesk Bold Italicabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZ
Fonts
o There are many fonts on your
computer however there is
no need to use them all in your
design Using only two to three
fonts gives variety and emphasis to
your design and makes it easier on
the reader
o SERIF type with the short crossline
at the end of each main strokes
Typefaces without serifs are called
SANS SERIF fonts
Serifs are easier to read in print
Sans serifs are better for electronic
devices
o Italics are used to emphasize They
can be very hard to read if used in
large text blocks
o Use ALL CAPS sparingly for
headlines not for large blocks of
copy
o Point size is the size of the type This
is where you have to remember
your target audience for
readability
o Spacing between lines is called
LEADING and is measured from
baseline to baseline For most
typefaces recommended leading
is two point sizes larger than the
font size (Example 12 leading for
10-point type)
o Spacing between letters is called
KERNING It is measured in
negative or positive units
Daniel and Marketing Script can be use for
a headline or title not for large text blocks
Danielabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUV WXYZ
Marketing Scriptabcdefghijklmnopqrstuvwxyz 1234567890amprsquo$cent()ABCDEFGHIJKLMNOPQRSTUVWXYZNeed these fonts
Contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
UNIVERSITY COMMUNICATIONS115 Graff Main Hall 1725 State St | La Crosse WI 54601 USA
phone 6087858487fax 6087858492wwwuwlaxedu
An affirmative actionequal opportunity employer
Consistent Messaging |Stationery
18
Stationery Standards
UW-La Crosse stationery includes its
letterhead envelopes business cards
and note cards
Letterhead and envelopes may
display the name of a division college
department unit center or program
Already established department or unit
symbols and logos are permitted on
university stationery in a specified size
and location Contact Creative Services
for more information
All UWL stationery must contain at least
one telephone number UWLrsquos website or
departmentrsquos website and if available
one email address and one fax number
Use of the universityrsquos stationery is
for official business conducted by
persons under contract in officially
recognized university units Letterhead
and envelopes must never be used for
correspondence of a personal nature
Units or programs with contracted
partnerships outside the university may
note this cooperative arrangement on
standard university letterhead
No symbols and logos from these
outside organizations will be printed on
letterhead purchased on a university
account But you can incorporate them
within text of your letter
Organizations affiliated with UW-L such
as the UWL Foundation Inc and the
UWL Alumni Association may use the
university logo and wordmark as long
as all the policies and procedures listed
here are followed
Letterhead
The standard letterhead format is the
8-12rdquox11rdquo size It features the UWL
wordmark at the top left with the unit
address phone and other information
aligned at the bottom
All letterhead will be printed in PMS 202
(maroon) on 24 lb white bond recycled
paper
The letter should position as shown
above It is recommended it be set in
9 pt Adobe Caslon Regular with 15 pt
leading
How to order letterhead
All requests for letterhead printed
off campus should be addressed to
the Purchasing Agent in Budget and
Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Letterhead template for Microsoft Wordcan be found at wwwuwlaxeduUCommDesignDownloads
Month XX XXXX
Mr John A DoeTitleHome AddressCity Name State 12345-6789
Dear Mr DoeEt wissi tat Duisi tat ver sis alit venim vullum velit nis nis alisis dit lam am in vel endrem dipsuscilla feu faccum incidui tat Del inim acilit wis do consequatue mincin hent loborem alit dolortis dolore dolorpero dunt wisci exeraestrud ex ent eugait erit wissi Qui essis num qui te magnit ing eum nosting exero elis nullums andignim blan ut ilit commolobore modolute irilit ipissi
Facidunt praese tin ese commolore duis am siscil ip er adip elisi blan henibh eugiam quam vel ute vel irilit num vel utat praesendio ea conum quat se mod eugiam augait commy nonsequate tisit nulla alit lorting eugiamet luptat do odo odolutpat acidunt enisit praestrud ea feugait quam acil utatio eros nulputpat prat lum doloborper incilis adiam zzriusci blan ut ilit commolobore modolute consectem venit la consequ atummy nonse dio consequam eraestrud te dolorero odolore do consectem iustrud do do odolore rcidunt nullan ut eugueros ex erat adio dolessenis esequis amet inis elessiscip exero conse et augait venim iniat quipit la core delesequis alismod etummod ipsummo dolorem nis at praessequat Duismod min heniam ip exerit acilisis autpat luptat
Duipisl ut irit landre deleniamet alit in utem velit num vulla am diam nullaortie mincil ex enisl er sequat autate modolortin ut luptat venis nos eu feu feugait ipit vulla feugueriurem zzriustrud tio odigna facin vulput acidunt velis nonsed mincillum irit si euis digna adigna consequis aciduisi
Sincerely
Jane Q Public
1 116rsquorsquo 1 116rsquorsquo
2 14rsquorsquo
1 12rsquorsquoSurround yourself with UW-La Crosse
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging |Stationery
19
Envelopes
All envelopes are printed in PMS 202
(maroon) on a white wove stock
Departments or units which desire
personalized envelopes contact
Creative Services and then order
through the UWLrsquos purchasing agent
Envelopes are
No 10 business envelope
(regular andor window)
How to order envelopes
All requests for envelopes printed
off campus should be addressed
to the Purchasing Agent in Budget
and Finance Contact 7858503 or
visit wwwuwlaxeduPurchasing
Campus-printing-services
Business Card OrdersBusiness cards are ordered online at wwwuwlaxeduPurchasingBusiness-cards
Note Cards
For note cards design contact Creative
Services and to order contact UWLrsquos
purchasing agent
Note cards are available in two sizes
o 55rdquo x 41875rdquo fits into A2 envelope
o 61875rdquo x 4625rdquo fits into A6 envelope
UNIVERSITY COMMUNICATIONS
UNIVERSITY OF WISCONSIN-LA CROSSEUNIVERSITY COMMUNICATIONS
115 Graff Main Hall1500 La Crosse St
La Crosse WI 54601 USA6087858075
wwwuwlaxedureslife
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
Front Back
How to order note cards and matching
envelopes
All requests for note cards and matching
envelopes printed off campus should be
addressed to the Purchasing Agent in
Budget and Finance Contact 7858503
or visit wwwuwlaxeduPurchasing
Campus-printing-services
YOUR NAMETitle
Departmentrsquos Name
Surround yourself with distinctionSurround yourself with UW-La Crosse
1725 STATE STREETLA CROSSE WI 54601 USA
xlastnameuwlaxeduRoom Building Name
6087855555 office 6087855555 fax
6087555555 mobile wwwuwlaxedu
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
20
Consistent Messaging | Icons
A bank of icons is available to add another layer of
visual interest and convey the diversity of teaching
research and outreach going on throughout the
UW-La Crosse community
These icons can be used in multiple applications
by any college department or program where
theyrsquore appropriate For example the electronic
tablet can represent the Murphy Library or
Records and Registration as well as Student
Health Services The globe icon can represent the
College of Business Administration or International
Education amp Engagement
Icons can be used either by themselves or in a
pattern Multiple icons can be used on a single
piece where applicable to act as signposts
for specific topics Icons and patterns should
be deliberately placed to compliment the
photography and layout
These icons are not logos and should not be used
as logos or in place of the UW-La Crosse logo
Other than color variations do not alter the icons
in any way
Want to use icons Contact Creative Services
115 Graff Main Hall | 7858575 or 7858499
Samples
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
21
Consistent Messaging | Images
These downloadable images and others are available through this link httpsplusgooglecomphotos+StrykerEaglealbumsbanner=pwa
If using your own photos be sure to get the photo
release form signed by non-UWL students and staff
pictured in your publication See page 46
Photos of UWL students faculty and staff do not
require a signed photo release form Be aware to
use the appropriate photo for your design
Samples
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging |Templates
22
Templates for Power Point presentation
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Download Power Point templates at wwwuwlaxeduUCommDesignDownloadsFor successful Power Point design never use
smaller type size than 20pt Use only one font
preferrably a sans serif type face
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Consistent Messaging
23
Policy Statements and Regulations
Administration of the identity
standards and policies
Creative Services is responsible for
enforcing the identity standards
and all other policies included
in this manual and will serve as
final authority if compliance is
questioned
We cannot anticipate all possible
uses of the universityrsquos visual identity
standards as well as policies
governing the development of
printed materials Considering
this Creative Services will review
proposed changes to existing
policies on a case-by-case basis
The identity standards apply to all
material printed or produced by UW-
La Crosse regardless of funding
source
Disagreements with policies
In the event of a disagreement
between Creative Services the
policies established in this booklet
and the desires of a department
or office representative the
pertinent issues will be addressed
and resolved in a meeting with the
department representative the
appropriate dean or division head
the director of Creative Service and
the assistant chancellor for University
Advancement
Copyright considerations
The University of Wisconsin-La Crosse
follows all copyright restrictions
The copyright law (title 17 United
States Code) governs the making of
photocopies or other reproductions
of copyrighted materials Under
certain conditions specified in the
law universities may make copies of
copyrighted materials for use in private
study scholarship research and limited
classroom distribution
For more complete copyright
information contact the Copyright
Clearinghouse to assist in registering
copyrighted materials and obtaining
required format and licenses
Copyright Clearinghouse
Director of Murphy Library
1631 Pine St
La Crosse WI 54601 USA
6087858805
Distribution to state legislature
The State of Wisconsin has prohibited the
distribution of university-printed materials
to any member of the state legislature
unless these procedures are followed
o The university must notify all members
of the legislature with a brief
description of the materials to be
distributed
o The university may distribute materials
to any member of the state legislature
who requests a copy of specific
materials
Artwork produced outside of Creative
Services must follow the Style Guide in
this book (see pp 49-51) and Associated
Press style and must be proofread and
printer-ready before being submitted
to our office If Creative Services feels
critical changes are necessary we will
coordinate changes based on the most
expedient and cost-efficient method
Creative Services will proof corrected
copy against our original copy of
requested changes The university client
will be billed for any additional costs
incurred for changes made to printerrsquos
proofs
Approval for all off-campus publications
is required all art produced by graphic
design freelancers that represent
publications intended for an off-campus
audience must be reviewed by Creative
Services prior to their completion to
ensure that the policies and graphic
standards established in this toolkit are
followed
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Communications Tools from Creative Services
24
SamplesCreative Services
Creative Services provides graphic
design for all UW-La Crosse
departments as well as the UWL Alumni
Association and UWL Foundation
Creative Services coordinates design
of
o overall visual and graphic
identity of UWL
o all recruitment materials
o various electronic and
printed collateral
- brochures
- posters
- digital signage
- fliers
- postcards and
invitations
- forms
- programs
- newsletters (interactive PDFs
and printed)
- Web graphics
o the Lantern magazine
(alumni magazine)
o major components
of the universityrsquos
communications
effort
o icongraphy
Creative Services also
serves as a clearinghouse
for publications with an
off-campus audience
ensuring consistent
quality publications
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Communications Tools from Creative Services
25
1 Schedule a meeting with
Creative Services
115 Graff Main Hall
7858575 or 7858499
Come prepared to discuss the
following
o purpose of the design
o intended audience
o timeline
o which platforms will this design
be distributed (print web
digital display social media)
o copy art and photo needs
By the close of the meeting we will
have established
o a feasible production schedule
o ideas for gathering and writing
copy
o design ideas
o photo needs
2 Complete copy
Campus clients should provide copy
via email or flashdrive Copy should be
saved as Microsoft Word text or as a text
file Submit a hard copy printout of copy
as well Creative Services follows the
UWL Style Guide (see Appendix I
page 42) and the Associated Press
Stylebook The UWL Style Guide contains
style elements specific to the university
and should be consulted as a first
reference
3 Design process
Preliminary design considerations will
be discussed at the initial meeting with
Creative Services As copy is being
completed other design elements will
fall into place Primary responsibility for
the ldquolookrdquo of a publication rests with
Creative Services to ensure consistency
readability and quality Client
suggestions on design will be taken into
consideration
Clients will be given PDF proofs to check
Positioning of photos and artwork will be
shown on all proofs Creative Services
will provide up to two proofs and a final
file for each project
4 Proof final copy
Clients are expected to inspect their
proof very carefully to ensure that all
elements are in place and accurate
Creative Services will provide up to two
proofs and a final file for each project
Continual changes to artwork are
time consuming and inhibit meeting
deadlines
It is the responsibility of the client to
o check for factual accuracy (pay
special attention to headlines
subheads and photo captions)
o verify the proper spelling of all
names titles and middle initials
o double-check dates facts and
figures
o make sure the correct contact
information and web address are
included
o check spelling
o assist in checking for university style
o assist in correcting spelling and
grammatical errors
o double-check all copy has been
proofread against original copy or
changes marked on the previous
proof
o read all articles word for word to
ensure continuity
o make sure more than one person
reviews the final proof
Things to consider before you start a project
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Communications Tools from Creative Services
26
Ordering print
Once you have signed off on the proof
for your publication coordination of
off-campus printing will be done by the
University Print Manager located in the
Business Services Office or directly by the
client if using Digicopy
Using Business Services Office
Ordering print greater than 500 through the
University Print Manager you will need to
o fill out the print request form
wwwuwlaxeduuploadedFiles
Offices-ServicesPurchasing
PrintOrderFormpdfmid=4837
o supply a PDF
mdash as a high resolution PDF
mdash with crop marks
mdash with bleeds
mdash CMYK (cyan | magenta | yellow | black)
mdash embed fonts and images
o send via email to University Print
Manager or save to a flash drive and
drop off at 125 Graff Main Hall
o supply a hard copy of finished piece
All jobs sent off-campus for printing will also
include a blackline or color proofs Clients
are required to proof and sign printerrsquos
proof Copy or design changes at this stage
are expensive and may delay delivery
Contact 7858503 or visit wwwuwlaxedu
PurchasingCampus-printing-services
Why go through Budget and F inance for off-campus printing
It is legally mandated (by Article IV
Section 25 of the Wis Constitution and
Chapter 3501 of the Wis Stats) all
off-campus printing using state funding
be placed by UWLrsquos University Print
Manager
The University Print Manager serves
as the liaison between UW-La Crosse
and the Wisconsin Department of
Administrationrsquos printing section to
monitor compliance with state contracts
and regulations
Individual departments may not place
an order directly with an off-campus
commercial printer other than Digicopy
It is also prohibited to purchase printing
using a procurement card
Using Digicopy
o Jobs previously sent to
Document Services
o Black and white copies or
fewer than 500 color copies
o Order through DigiCopyrsquos
online ordering site
For more informationwwwuwlaxeduPurchasingCampus-printing-services
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Communications Tools from Creative Services
27
14rdquo
If you are designing your own project
Checklisto Every printed piece affiliated with
UW-La Crosse must have visible
school identification Refer to
page 10
o Required statements Refer to
pages 11
o Spellinggrammar
o Phone number
o Website
o If an event date time and
location
o Readibility of type
o Photo release forms for individuals
in printed piece
o Appropriateness of art
Setting up the document
o Use a program that you can save
the file as a PDF with cropmarks
o DOCUMENT SIZE is the physical size
of the document
o IMAGE SIZE is the area where type
is placed mdash usually 12rdquo in from the
edge of the page Image size can
not be less 14rdquo of the document
size
o BLEED is when an image or element
on a page touches the edge
extending beyond the page size
The printer needs at least 18rdquo past
the page size for trimming
o Design a book The GUTTER the
space between image areas on
facing pages should always be at
least 12rdquo on each page
o Creative Services recommends the
page numbers be placed at the
bottom in the center of the page
This is a time-saver
o Set up your document as single
pages in numerical order
o Pages for books must be in multiples
of four for example if you have
a 20-page book and find out you
have information for two more
pages you have to go to 24 pages
o Design for your audience
When creating a design do not use sexist
or discriminatory remarks and images All
printed materials should demonstrate the
racial ethnic and social diversity of
UW-La Crosse
KIDS Culinary
ACADEMY
grades 6-8june 23-24
boys
Science Exploration
Camp
grades 6-8june 23-24
grades 4-6june 19-20
grades 5-9july 9-13
grades 6-8august 6-9
Spanish Exploration Camp you
ng
scho
lars
Level I The Basics grades 6-8july 16-18
Level II Baking grades 6-9july 19-20
examine | explore | experiment | discover | create | learn UW-L
girls in science
Early Bird Discount Deadline Feb 29 2012 wwwuwlaxeduconted | 18668959233 | continuingeduwlaxedu
1 2
3 4
Questions contact Creative Services | 115 Graff Main Hall | 7858575 or 7858499
14rdquo
18rdquo
18rdquo
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
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1
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2
2
3
3
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4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Communications Tools from Creative Services
28
Color photosart
Color photos must be converted to
CMYK in Photoshop prior to using them
in your publication
Clients must submit printer-ready files
Files not meeting printer specifications
will not be accepted Prior to placing
order consult with Creative Services for
file specifications
Important Scan photographs for all
off-campus printing at 300 DPI (dots per
inch)
Also scan art at the size you plan on
using it If you have an 8-12rdquo x 11rdquo
piece of art and you will use it at 4-14rdquo
x 5-12rdquo scan it at 50 percent You want
to place scanned art in your document
as close to 100 percent as possible mdash it
provides better quality and saves time at
the printer
If you are designing your own project
Color
Remember your monitor is set to RGB
(red green blue) illuminated color
Printers use CMYK (cyan magenta
yellow and black) which is reflective
color on paper When it comes to color
what you see is not what you always
get Monitors are not calibrated the
same Please refer to the Pantonereg
Formula Guide (available at Creative
Services) to choose the correct color
Saving scanned art
Save art as a EPS or TIFF file
o TIFF is the most reliable for
storing grayscale art
o EPS is better for line art and
color artphotos
o High resolution jpeg files are
acceptable
o gif files do not have enough
data for the printing process
mdash they are meant for Web
design not for print
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Communications Tools from Creative Services
29
Saddle StitchedStapled in the center
of the book For projects 8-72 pages
Tape Taped on the outside of the
spine No more than 100 pages including cover
Spiral Plastic or wire
Perfect Glued on the
inside of the spine like a phone
book
Types of Folds
Half fold Tri-fold or
Letterfold
barrel fold Z fold or
accordion fold
double
parallel fold
Scoring mdash a crease in heavier paper is
made for a cleaner fold
Die-Cutting mdash sharp steel rules are used
to cut special shapes (like for folders
with slits for business cards) Die-cutting
is an expensive process
Postal RegulationsCreative Services campus clients and
Campus Postal Services will work together
to ensure that US Postal Service regulations
are followed when designing and printing
publications Size of the publication
paper weight and other variables can affect
the ability to mail a piece as well as the cost
to distribute it via the US Mail It is the
campus clientrsquos responsibility to work with
the Campus Postal Services to determine
the budget for distribution of any and all
printed materials Campus Postal Services staff can provide
labeling bundling and mailing services for bulk rate mailings of
200-2000 pieces Campus clients can arrange to have large
mailings prepared by an outside vendor Pricing out mailing
services and postage is the campus clientrsquos responsibility
Non-Profit OrgUS Postage
PAIDLa Crosse WisPermit No 545
Return address format
Questions contact Postal Services 7858060
wwwuwlaxedupostalservices
UNIVERSITY COMMUNICATIONS1725 State St | La Crosse WI 54601 USAwwwuwlaxedu
Surround yourself with UW-La Crosse
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
News amp Marketing
30
Media Relations For the Campus Community
Whether you have UWL news you want the public to know about or you
need guidance about talking to a reporter the News amp Marketing team is
here to help
The University Communications News amp Marketing team seeks to generate
media coverage that will enhance the image of UWL We are responsible
for releasing all university news printed and online (except athletics which
is provided by the Sports Information Director) submitting stories to local
regional and national media outlets and arranging media coverage of
events and programs
Contact us with information about research programs issues people and
events We will work with you to determine if this is newsworthy and the
appropriate audience for your message or craft the appropriate message
for your audience
While we canrsquot promise media coverage of every event program or story
suggestion we will assess the newsworthiness of activities and depending
on the story and timing may do one of the following
bull Write a story for Campus Connection the universityrsquos internal newsletter
andor website
bull Write and distribute a news release
bull ldquoPitchrdquo the story to a reporter or producer
bull Promote the story as part of a trend (something happening in higher
education across the state for example)
bull Consult with you on how to get publicity what is news how to work
with the media and how your news helps to build the positive image of
the university
bull Take photographs at an event
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
News amp Marketing
31
Whatrsquos newsworthy
Not sure whether your news would
interest the media The News amp
Marketing team can provide guidance
Wersquore always interested in hearing
about
oResearch findings - The media is
most interested in your research
breakthrough if it will impact
or interest the general public
Reporters also pay more attention
to peer-reviewed work about to be
published in a journal or presented
at a conference or government
hearing
oWell-known campus visitors - UWL
draws famous individuals each
year to speak at special gatherings
including conferences lectures and
graduation ceremonies Prominent
scholars also spend time teaching on
campus let us know if yoursquore about
to host such a visitor
oMajor announcements - Let the
News amp Marketing team know if
a faculty member or student has
received an important award or
if your department has acquired
a significant gift or grant
oEvents - The campus calendar
is filled with events throughout
the year but certain ones mdash
especially those on newsy or
otherwise fascinating topics mdash
would catch a reporterrsquos eye
We can help attract coverage
of such events
oHuman interest stories - Reporters
are always interested in a good
human interest story whether itrsquos
about an extraordinary person or
project Wersquore always interested
in stories about students and
their one-of-a-kind contributions
to UWL and the community
oUnique new courses - As each
new semester is about to begin
the News amp Marketing team
looks for unique new courses mdash
whether they are tied to current
events are trendy or would
simply be fun for the public to
read about mdash to pass along to
reporters
oCommunity service - University
staff and students greatly
impact the community Let us
know about the unique things
you or your students do in the
community so we can share your
impact
To properly promote events provide
information at least three weeks
before the event occurs
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
News amp Marketing
32
Selecting the best tool for communication
The News amp Marketing team will
consider the following ways of
contacting the media choose the
best media tools for your news
oNews release - Our traditional
format for releasing news The
news release is usually less than
a page in length preferably no
more than three paragraphs
written as a news story A release
can include quotes from the
source(s) give context to the
news being reported and
preferably include details about
interview and visual opportunities
for reporters
oMedia advisory - A one-
page alert that simply tells
the media the ldquowho what
when and whererdquo of an event
Advisories often are used to
announce news conferences
research demonstrations
campus ceremonies and other
newsworthy events
oExpert list - The News amp Marketing
team keeps a running list of campus
experts willing to speak to reporters
on various issues When news breaks
we email information about specific
experts to reporters
oNews conference - News
conferences at UWL usually are
reserved for major announcements
such as the naming of a new
chancellor a national award or a
ground-breaking for a new building
oTip - We often contact select
reporters or TV producers by
phone or email to tip them off to
a particular story idea or campus
expert A news tip also is used when
reporters must be alerted quickly and
there is no time for other forms of
communication
oNews show - Various stations produce
local and regional new shows We
will work with you to place you
or a news source on these local
programs
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
News amp Marketing
33
What to do when a reporter callsThe following are some general
guidelines to help you get ready
for and respond to a reporterrsquos
questions
oGather basic details
oWrite down the reporterrsquos name
media outlet phone number and
story deadline
oAsk what the story will be about
and how the interview will be
used
oIf TV or radio reporter is calling
inquire about the interview format
(live taped etc)
oIf yoursquore the appropriate expert
but arenrsquot prepared to talk set
a later time but respect the
reporterrsquos deadline Even 15
minutes will help you get ready
oIf yoursquore not the best expert refer
the reporter to someone who is
or contact the News amp Marketing
department
oContact the News amp Marketing
department at 6087858572 and
let us know about the inquiry and
the actions taken
Prepare for the interviewoTake a few minutes to write down the brief message(s) you want to convey
oAvoid technical jargon and acronyms use lay terms
oMake sure your points are clear and succinct
oBe ready to support your message with a few examples and facts
oKeep in mind what the public needs to know and how the topic affects peoplersquos
lives
oAnticipate tough questions the reporter might ask
oPractice delivering your message(s)
oOffer brief background on the subject at hand if the reporter seems to need it
oAssume everything you say is on the record from the time you meet or talk with the
reporter until he or she leaves the room or hangs up
oSpeak with authority and energy particularly for TV or radio interviews
oState your position in positive terms even if a reporterrsquos questions turn negative or
sound loaded
oIf the reporterrsquos questions veer off track politely steer the interview back to your
message(s)
oIf yoursquore not sure the reporter understood your main points ask them if he or she
understood and rephrase your response if necessary
oBroadcast media need prior permission to film inside buildings on campus or to film
anyone who would easily be identified on TV For more information contact the
News amp Marketing department
oIf the interview is on TV dress in clothing without small checks or lines
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
News amp Marketing
34
PHOTOGRAPHY SERVICES
The photography unit of University
Communications documents the UWL
story through vibrant dynamic images
that reflect the universityrsquos commitment
to providing an innovative high-quality
affordable and accessible education Our
university photographers cover campus
providing photos and images that tell the
UWL story
Priority is given to campus photography
required for University Communications
media and public relations and student
recruitment This includes
omajor university events and
celebrations
onotable guest lecturers
omajor promotional photos
Photography services can be provided to
colleges departments and units subject to
availability for
onews events
oclassroom environments
oacademic or campus life activities
ocampus architecture
oon- and off-campus locations
oportraits
Guidelines for photography requestsoRequests must be made at least two
weeks in advance
oSubmit a request using the
Photography Request Online Form
found at httpsuwlacrossequaltrics
comjfeformSV_eQY685fkPvI05OA
oUniversity Communications reserves
the right to prioritize projects in
accordance with the above criteria
oA specific photo date may not be
possible due to scheduling conflicts
Staff and faculty portraitsNews amp Marketing takes official staff
and faculty portraits during scheduled
studio times throughout the year
See httpwwwuwlaxeduUComm
Photography for current schedule
and contact information and to make
a photo appointment For quickest
turnaround time departments should
schedule photo appointments
together in a block of time within the
scheduled studio times
Schedule appointments for portraits
on the form during the following
schedule
First Wednesdays of the month
11 am-noon
230-330 pm
Third Thursdays of the month
830-930 am
2-3 pm
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
News amp Marketing
35
Request photo servicesoComplete the Itinerary Form found
at httpsjfequaltricscomform
SV_eQY685fkPvI05OA
oPhoto Release Form (see the
apprendix 46)
oWe also have an online photo gallery
for UWL use at UWL Picasa Web
online album To download photos
1) Click on the image
2) Click ldquomorerdquo
3) Click ldquodownload photordquo
4) Save to computer
To view and download UWL photos
visit httpsplusgooglecom
photos109328896964480296137
albumsbanner=pwa
If departments are taking photos
themselves of an individual or group
use these photo tips
1) Take the photo outside in the
shade if possible
2) Keep background as neutral as
possible
3) Have subject(s) stand no
closer than three feet from the
background
4) Have short people in the front and
tall people in the back
5) Arrange group in two or three rows
if possible
6) Make sure everyone can be seen
by having everyone stand between
two people (open window is what
we call it)
7) Make sure everyone looks at the
photographer
8) Take at least three or four shots
9) If people want to be silly tell them
that you will have a silly photo after
all the serious ones
View more tips here wwwyoutube
comwatchv=y16DxkvyrPw
Download official staff and faculty portraitsOfficial staff and faculty portraits are
available upon request UWL faculty
staff and students are permitted to
use photos from this collection for
non-commerical editorial use News
media are permitted to use photos
from this collection for editorial use only
in association with stories pertaining
to UWL Where appropriate photos
should be credited to the University of
Wisconsin-La Crosse
These services are provided on a non-
chargeback basis
Read more about Photo Services at wwwuwlaxeduUCommPhotography
For more information contact Sue Lee University Communications at sleeuwlaxedu or 6087858497
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Boldbull Do use to add emphasis
to individual words or short phrases
bull Donrsquot make everything bold ndash any added emphasis will be lost
Underlinebull Donrsquot underline text ndash it will be
mistaken for a link
ALL CAPS
bull Donrsquot use all caps in the main body copy area ndash using caps lock online traditionally signifies yelling
Web amp Interactive Communications
36
Web amp Interactive Communications
(iComm) is responsible for the
development and implementation of
a coherent inclusive campus-wide
strategy for website management
content communications and
technology
iComm coordinates
o overall website design and
maintenance
o web content standards
- Writing for web
- Images for web
o website user administration
o content management system training
o technical support and trouble-
shooting
o social media policies and
implementation
OVERALL WEBSITE DESIGN amp MAINTENANCE
Effective subsites donrsquot stand out they fit inConsistency is a very important part
of successful web design A consistent
website embraces the ldquodonrsquot make me
thinkrdquo mentality
A site that offers the visitor an expected
fluid experience will improve the good
will of the visitor which increases follow-
through on whatever calls to action itrsquos
trying to produce
Current style sheets amp templatesStyle sheets and templates
control the look and feel
(formatting) of uwlax
edu and provide the
consistency necessary for
successful web design
UWLrsquos style sheets and
templates have been
carefully developed with
all the sitersquos visitors in mind
Questions Contact icommuwlaxedu
AccessibilityldquoWeb accessibility means that people with disabilities can
use the web More specifically web accessibility means
that people with disabilities can perceive understand
navigate and interact with the web and that they can
contribute to the web Web accessibility also benefits
others including older people with changing abilities due
to aging
ldquoWeb accessibility encompasses all disabilities that affect
access to the web including visual auditory physical
speech cognitive and neurological disabilitiesrdquo
W3C definition of web accessibility
wwww3orgWAIintroaccessibilityphp
Formatting best practices
Use sparingly to add emphasis
Avoid
Font and font size
bull Do rely on the style sheet to dictate text font ndash some fonts arenrsquot universally available and will automatically be replaced with a universal alternative or worse yet show up as cccccc
bull Donrsquot change font or size
Font Color
bull Do rely on the style sheet to dictate text color ndash black text on a white background is easiest to read and most accessible (notice how hard the example is to read)
bull Donrsquot change font color
Text justificationbull Do leave text left-justified by default ndash
page titles may be centeredbull Donrsquot change
justification
Let the style sheet take care of these
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Web amp Interactive Communications
37
CONTENT MANGEMENT iComm works with content contributors from across campus to create a user-friendly
attractive website The goal of this partnership is to market the university with a
consistent identity that reflects the UWL brand and is capable of reaching campusrsquo
strategic goals
iComm handles all functions of content management support training site
administration and development
iCommrsquos campus clients are the subject matter experts and primary content
contributors for their designated web pages iComm collaborates with content
contributors on content planning as well as offering tips and tricks for improving the
visitorrsquos experience
6 Crsquos of quality Web contentIf you want to improve your websitersquos content keep these six qualities in mind Theyrsquore
based on the ldquo7 Cs of Communicationrdquo reworked for communicating online
The 6 Crsquos Application
CONSIDERED
Good web content shows that its purpose and target audience have been considered You know what your visitors need and you provide it The content speaks the language and at the level of its audience ndash not its author It is approachable and relevant Text images and links all enhance to the purpose of the page
CLEAR
The structure is clear and logical ndash easily understood at a glance Headings and links are meaningful Text is easy to scan and comprehend The main task is obvious and clearly supported
CONCISE Good content gets straight to the point Readers donrsquot have to skim over fluff
introductions or welcome messages Basic rule if you think itrsquos good ndash cut it in half
CONCRETE Good content provides concrete and useful information that helps the visitor
accomplish a task like facts and instructions
CHUNKED
Good web content is chunked It can be scanned for basic meaning which invites a closer look Related chunks of information are grouped and presented in a parallel manner Your readers find it easy to skim over the page to find the information they are looking for
CORRECT The content has been reviewed and proofread There are no spelling or
grammatical errors The links work Information is up to date
For the curious ndash the original 7 Cs are Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
This document is based on the information found at www4syllablescomau2012067-cs-web-content
Formatting best practices NAVIGATION AND LINKINGIt all comes down to the labelFinding what yoursquore looking for
may be the most crucial part of a
positive online experience There is
one singular top ultimate (you get
the idea) way to make navigation
intuitive Simply - call it what it is
When a visitor clicks a link their
assumption is always that they
will get another webpage that is
internal to the subsite theyrsquore in
which contains the information the
link implied In any case where this
assumption is not correct tell visitors
clearly what they can expect when
they click
1) Tell them ldquoyoursquore going to
get something other than a
webpagerdquo by ending links that
open a file with a clear label
such as (PDF)
2) Tell them ldquoyoursquore about to
leave this subsiterdquo by organizing
external links in a ldquorelated linksrdquo
section or open the new page in
a new tab or window
And always fit the label to the
content ndash or fit the content to the
label
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Web amp Interactive Communications
38
Text is meaningful useful and up-to-date
bull Do write with the target audience in mindbull Do create content expiration reminders for yourself ndash try using
Google calendar
bull Donrsquot use acronyms jargon or slangbull Donrsquot leave old information up especially
dates
Text is minimalbull Do remove all but essential words ndash no ldquofluffrdquobull Do limit words per page to 250-400
bull Donrsquot treat websites like prose or academic writing ndash think flier or billboard
Text is organized and consistent
bull Do make the transition from page to page smoothbull Do choose one ldquovoicerdquo and stick to it
Text is ldquowritten for the webrdquo
bull Do chunk text using headers which are easy to scanbull Do use bulleted lists which make information easier to digestbull Do use numbered lists which are good for explaining stepsbull Ideal web content is written at the 10th grade level
bull Donrsquot present lists in the form of a paragraph
Text is free of typographical grammatical and contextual errors
bull Do use spell checkbull Do have someone else review the sitebull Do check facts first
bull Donrsquot publish text someone else wrote without reviewing it first (even bosses make mistakes)
Text provides links to other useful sites
bull Do embed (3-5) links to relevant information within the content area ndash think Wikipedia
bull Do set links to open in a new window if they take visitors off site
bull Donrsquot rely on the left nav to house every linkbull Donrsquot recreate information link to it instead
especially if itrsquos on wwwuwlaxedubull Donrsquot use the words ldquoclick hererdquo as linked text
Images are only used to enhance meaning
bull Do embed images that add context to the site bull Donrsquot add images for decorative purposes only
Images are accessiblebull Do apply an alt tag to every image so screen readers can
ldquoseerdquo them
bull Donrsquot use images that are more than 25 text ndash alt tags should not include that much information
Images are free of copyright liability and legally obtained
bull Do contact iComm for help with selecting or purchasing images
bull Donrsquot use images obtained via image search ndash most are copyrighted and therefore illegal to use without permission
Images are optimized and donrsquot slow load time
bull Do resize images before uploading thembull Always set image resolution to 72 dpi
bull Donrsquot distort an imagersquos proportions making it shortfat or tallskinny
Images are authentic
bull Do use UWL photos which depict real people places and things when possible
bull Do contact University Communications about photo availability
bull Donrsquot use stock photography exclusivelybull Donrsquot use traditional clip art
Images for Web best practice DOrsquos DONrsquoTrsquos
Writing for Web best practice DOrsquos DONrsquoTrsquos
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Web amp Interactive Communications
39
FACEBOOK OFFICIAL PAGES
An increasing number
of UWL academic and
administrative departments
are establishing public Facebook
presences to complement official
communication and attempt to foster
community among users
UW-La Crosse standard
UWL departments and organizations
using Facebook should establish a
page rather than create a group or
depict the organization as an individual
Why go official (in other words Whatrsquos in it for me)
Benefit separation of personal from
professional
One main benefit of a page is the
ability to conduct Facebook business as
ldquothe organizationrdquo rather than under a
personal profile
Note Maintaining multiple accounts
regardless of the purpose is a
violation of Facebookrsquos Terms of
Use
Benefit increased visibility
Official UWL pages will be added to the
universityrsquos ldquolike us-follow usrdquo page and
will be allowed (and encouraged) to
use Facebookrsquos social plug-ins within
their wwwuwlaxedu subsite
Benefit consumer confidence
Having an official and UWL branded
page is the best way to instill confidence
that your page will be trustworthy and
professional
Benefit iCommrsquos support
By having iComm as an administrator on
the page your organization can have
assistance in planning monitoring and
maintaining your page activity
UWL Facebook profile picture example
What makes a page ldquoofficialrdquo1 Official pages have at least two
administrators iComm will be an
administrator on all university-
recognized pages In addition at
least one full-time faculty or staff
member must be an administrator
2 Official pages follow the established
naming convention
3 Official pages have a UWL branded
profile picture
4 Official pages use a standard UWL
description text
FACEBOOK IMPLEMENTATION
To set up an official UWL Facebook
page please start here wwwuwlax
edusocialmedia You will find a request
form and guide Please review the
guide prior to requesting an official UWL
Facebook page Questions Contact icommuwlaxedu
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Web amp Interactive Communications
40
EMAIL AND NEWSLETTER COMMUNICATION
Campus plan for e-newsletter distributionAs requests for e-newsletter distribution to
large external groups continues to grow
it becomes necessary to implement some
general guidelines regarding these efforts
DefinitionE-newsletters are sent according to a set
schedule to the same audience that has
a connection to the subject matter
List Management and Maintenance1 Alumni and Friends
The mailing lists of alumni and
friends are maintained by the UWL
Foundation To keep this list as up-
to-date and accurate as possible
it is crucial for all updates opt-outs
ins to be maintained in this central
database Therefore the email lists for
distribution of e-newsletters to these
groups should be coordinated through
the Foundation
2 Internal Mailing Lists
Colleges departments and other
university entities should send only
limited amounts of emails to their
students Email communications to
the entire campus personnel and
student list is discouraged Instead
contact the News amp Marketing
staff in University Communications
to request the information be
distributed through the Campus
Connection a weekly email
newsletter sent to communicate
news announcements notices
classified ads and other campus-
related information for employees
and students
Distribution of off-campus e-newslettersThe Alumni Association has contracted
with a third-party service OnMarketer to
send out e-newsletters and other email
communications to alumni and friends
This is to prevent blockage by spam
filters and to ensure that UWLrsquos external
e-newsletters and email communications
are complying with the CAN-SPAM act and
email privacy laws The Alumni Association
has developed and funded the cost of a
user-friendly template that it utilizes when
sending information to alumni Colleges
departments and other university entities
may use this template at no charge with
the option of personalizing it with
oSubject line
oBranded header graphic
oMessages and images in designated
content space holders including
hyperlinks
For customized template creation the Web
and Interactive Communications team in
University Communications can assist The
customized template will take a minimum
of two weeks to develop internally and
will incur additional costs and time for
development through the third-party
Contacts
Database ServicesFoundation
Web DesignWeb Communications
Assistant DirectorAlumni amp Friends
DirectorNews amp Marketing
Questions Contact icommuwlaxedu
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Web amp Interactive Communications email guide
41
Creating dynamic and effective email marketing campaigns can be intimidating
at first Use these recommendations from iComm to help you get started
SUBJECT LINEoBe descriptive rather than
clever Get to the point ldquoOpen
house invitationrdquo ldquoCommittee
Meeting Rescheduledrdquo
oKeep it short under 50
characters
oAvoid spam words (ldquofreerdquo
ldquolookrdquo etc)
oDonrsquot use all caps
CONTENT oMake the point of the email
in the first sentence ldquoYoursquore
invited to an open house
October 24rdquo
oKeep it short and say it once
People rarely sit and READ a
long email -- they scan
oUse headlines and bulleted lists
to break up the text
oInclude an action item -- ie
register RSVP visit a link etc
Focus your email on one action
item
oUse links to keep your copy short
and refer your reader to more
info Donrsquot use ldquoclick hererdquo
language when making links
Link the verb (ie ldquowatchrdquo
ldquoreadrdquo ldquolearnrdquo or other
appropriate text
DESIGNoObey the rule of three mdash three font
styles or treatments maximum More
than that and you lose focus on the
things yoursquore trying to highlight
oUse style short call-outs to attract
attention ldquoDonrsquot miss your
opportunity to play for and learn
from this renowned cellistrdquo
oAvoid styling whole paragraphs
COPY EDITINGoUse only one space after the end of
a sentence
oDonrsquot use ldquothrdquo ldquostrdquo ldquondrdquo or ldquordrdquo on
dates or numbers
oSpell out days and dates (ie Aug
23 2010 instead of 82310)
oUse am and pm instead of AM
pmPM and eliminate double-zeros
Itrsquos 5 pm not 500 pm
BEST PRACTICESoDonrsquot over-send to your email list
Too many emails will dilute your
message and could cause people to
unsubscribe from your list
oMonitor your open and click-thru
rates to evaluate effectiveness and
improve your emails
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Web amp Interactive Communications
42
How to create a UWL brand email signatureoOpen Gmail
oClick the gear in the top right
oSelect Settings
oScroll down to the ldquoSignaturerdquo section and enter
your new signature text in the box
You can format your text using the buttons directly
above the text box Recommended to use a sans
serif font and black ink for readability
Type in
Name
University of Wisconsin-La Crosse
Department Name
Title
Room Builidng | 1725 State St | La Crosse WI 54601
Office phone | Fax | if needed add mobile
oTo add the UWL wordmark logo to your signature
bull Click on the insert image icon
bull Insert the URL for the logo
wwwuwlaxeduuploadedImagesOffices-Services
University_CommunicationsUniversity_Communicationsuw-l-
wordmark_rgb72jpg
bull Once the logo appears in the signature box you can adjust the
size by clicking on logo (Options will be small medium large or
original size)
Add the tagline to the bottom of signature Using serif italic is
recommended
Surround yourself with UW-La Crosse or
Surround yourself with distinction Surround yourself with UW-La CrosseMake sure check the box Insert this signature before quoted
text in replies and remove the ldquo--rdquo line that precedes it This will ensure signature
will appear immediately following your email even in a long thread of emails
oClick Save Changes at the bottom of the page
Insert image icon
Insert image URl here
1
1
2
2
3
3
4
4
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Appendix I Style Guide
43
The UW-La Crosse University Communications Office has prepared this style guide to supplement the Associated Press Stylebook as a reference for common UW-La Crosse specific style questions By using this guide along with the AP Stylebook and Websterrsquos New World Dictionary Fourth College Edition as second and third references the university can promote consistency and accuracy in writing (Copies of the dictionary can be viewed in the University Communications Office 115 Graff Main Hall) The UW-La Crosse Style Guide supersedes the AP Stylebook on questions of style pertinent to UWL If no entry is found in the UWL Style Guide the AP Stylebook should be considered the reference choice Refer questions to UWL University Communications 7858572academic degrees and titles Readers are commonly unfamiliar with
academic degrees Avoid abbreviations and use instead a phrase such as John Jones who has a doctorate in psychology not John Jones PhD
Write out names of degrees such as She holds a master of science degree in teaching not She holds an MST
Use an apostrophe in bachelorrsquos degree masterrsquos degree etc
Use BA BS MA MS and PhD only when needed to identify many individuals by degree on first reference or if usage would make the preferred form cumbersome Spell out all others Use these only after a full name never just a last name and set the abbreviation off by commas
Avoid referring to someone who holds a doctoral degree as Dr The public associates the title Dr with a physician
On second reference use the last name only
abbreviations acronyms In general avoid alphabet soup In the first
reference spell it out Itrsquos OK to include the abbreviation or acronym in parentheses following the spelled-out form Do not use abbreviations or acronyms that readers would not quickly recognize Never abbreviate the words university department or association
Examples Wisconsin Intercollegiate Athletic Conference (WIAC) Exercise and Sport Science (ESS) Department
academic departments Use upper case the Department of
Chemistry the Chemistry Department the Department of English the English Department
An abbreviation is acceptable for a department on second reference only ESS for the Department of Exercise and Sport Science
academic staff
academic titles Lowercase and spell out titles when not used
with an individualrsquos name The dean provided a list of students The professor taught a class The chancellor will speak today at noon
Capitalize and spell out when they precede a name Chancellor Joe Gow Dean John Doe History Chair Jane Doe
addresses Use the
abbreviations Ave Blvd and St only with a numbered address 1725 State St 105 West Ave Spell out and capitalize when part of a formal street name without a number State Street La Crosse Street Lowercase and spell out when used alone or with more than one street name Vine and 16th streets
Format for punctuation Office of the Chancellor UW-La Crosse 1725 State St La Crosse WI 54601 USA
Postal state abbreviations (Use only with addresses) mdash AL AK AZ AR CA CO CT DE FL GA HI ID IL IN IA KS KY LA ME MD MA MI MN MS MO MT NE NV NH NJ NM NY NC ND OH OK OR PA RI SC SD TN TX UT VT VA WA WV WI WY
adviser advisor Both are
acceptableages Always use figures a 20-year-old student
but the student is 20 years old The student 19 has a brother The student is in his 20s (no apostrophe)
All-America All-American Use All-America when referring to a
team All-American when referring to a player or individual
alumnus alumni alumna alumnae Use alumnus (alumni in the plural) when
referring to a man who has attended a school Use alumna (alumnae in the plural) for similar references to a woman Use alumni when referring to a group of men and women
When referring to UW-La Crosse alumni on first or second reference follow the personrsquos name with year graduated John Doe rsquo85
ampersand (amp) Spell out the word ldquoandrdquo unless the
ampersand is part of a proper name Cleary Alumni amp Friends Center Barnes amp Noble etc
annual An event cannot be described as annual
until it has been held in at least two successive years Do not use the term first annual Instead note that sponsors plan to hold an event annually
boldface type Web Use boldface type to create
emphasis or highlight key ideas printed do use boldface type
Bookstore The complete and correct name is
University Bookstore
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Appendix I Style Guide
44
building names Use the following
names when referring to buildings on campus
Academic and administrative buildings Archaeology Center Lab Cartwright Center Campus Child Center Cartwright Center-Gunning Addition (when referring to Port Orsquo Call and Valhalla) Centennial Hall Center for the Arts Cleary Alumni amp Friends Center Cowley Hall Graff Main Hall Heating Plant Health Science Center Mitchell Hall Morris Hall Murphy Library Resource Center North Campus Field Equipment
Building Police Services Recreational Eagle Center (REC ok on
second reference but never REC Center which would be redundant)
Whitney Center Wimberly Hall Wing Technology Center Wittich Hall Residence halls Angell Hall Laux Hall Coate Hall Reuter Hall Drake Hall Sanford Hall Eagle Hall Wentz Hall Hutchison Hall White Hall Other Annett Recital Hall Centennial Hall - Affeldt Auditorium
(Room 1309) Centennial Hall - Cameron Hall of
Nations Centennial Hall - Skogen Auditorium
(Room 1400) Centennial Hall - Sutherland
Memorial Courtyard Cleary Alumni amp Friends Center -
Allen Conference Room Cleary Alumni amp Friends Center -
Ginn Gallery Cleary Alumni amp Friends Center -
Stzrelczyk Great Hall
Copeland Park (baseball) Frederick Theatre in Morris Hall Hesprich Auditorium mdash 260 Graff Main
Hall Hoeschler Tower Mitchell Hall Gymnasium (basketball volleyball
gymnastics wrestling) Mitchell Hall Fieldhouse (track and field) Mitchell Hall Rich Pein Pool (swimming
diving) North Campus Field (softball) Roger Harring Stadium at Veterans
Memorial Field Sports Complex (football) Roger Harring Stadium Track at Veterans
Memorial Field Sports Complex (track amp field)
Soccer Field at Veterans Memorial Field Sports Complex (soccer)
Toland Theatre University Art Gallery Veterans Memorial Stadium Hall of Honor Campus Master Plan The University of Wisconsin-La Crosse
Master Plan is a guide for both short-term and long-term physical growth and development opportunities within the campus With a 20-year time horizon the plan establishes a framework within which campus administrators can prepare for future needs of the physical campus setting in order to meet the goals of the University of Wisconsin System UWL and the needs of its colleges departments and the entire student population
Campuswide One wordcancel canceled canceling cancellation
capitalization Academic writing has a tendency to over-
capitalize Use capitalization sparingly Check these stylebook entries and others academic titles college university names committees majors organizations
chair Not chairman chairwoman chairperson
Capitalize before a name
class rankings In common text use Jane Doe a freshman
from Onalaska In sports use Jane Doe (Fr La Crescent Minn) Other abbreviations for the sports format So Jr Sr for classes and Ill Wis etc for states mdash see state names entry Note freshmanfreshmen is used for males and females
coach Capitalize only when used before the name
John Doe is the menrsquos basketball coach UWL menrsquos basketball Coach John Doe
collective pronouns The Eagles are a group of players Use
collective pronouns such as they and their The Eagles won their fourth consecutive game last night A team is a singular unit The team ended its season last night Also a class referring to a group of people is singular Faculty is singular
college university names Capitalize colleges and schools within the
university The program is sponsored by the College of Science and Health The student is in the School of Arts and Communication
On first reference use University of Wisconsin-La Crosse thereafter UW-La Crosse (regionally) or UWL (locally) For other campuses in the UW System use for example UW-River Falls
Always lowercase when referring to UW-La Crosse as an entity and generically The university (meaning UW-La Crosse) has many accredited programs She has a university education Lowercase college school etc when not used in the formal context The college held an information fair to promote its programs
Other UWsmdash Do not use University of Wisconsin when referring to UW-Madison For the University of Wisconsin-Extension use UW-Extension (include the hyphen) University of Wisconsin System the abbreviated version is UW System Note there is no hyphen before ldquoSystemrdquo The current presidentrsquos name is Kevin Reilly
For colleges and universities outside the UW System spell out complete name of college and follow with state if not Wisconsin Wartburg College Iowa Gustavus Adolphus
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Appendix I Style Guide
45
College Minn Second references Wartburg Gustavus Adolphus References for spellings are in the back of the recommended Websterrsquos New World Dictionary Fouth College Edition
colon semicolon Use the AP Stylebook punctuation chapter
Use a colon at the end of a sentence to introduce lists Capitalize the first word after a colon only if it is a proper noun or the start of a complete sentence
Use a colon to introduce a longer quotation within a paragraph and to end all paragraphs that introduce a paragraph of quoted material
A semicolon is used to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies
Use a semicolon to separate lists The following students were in the play John Doe Mondovi Wis Jane Doe Winona Minn and Mary Smith Waverly Iowa
comma usage Do not set off Jr Sr Inc and Ltd with
commas Sammy Davis Jr will perform The UW-La Crosse Foundation Inc will award the scholarship
Place inside quotation marks at all times ldquoUW-La Crosse is highly ranked in USNewsrdquo said Chancellor Gow
Do not use a comma after a question mark or exclamation point as in the following example ldquoHow many national championships does UWL holdrdquo asked the reporter
Do not put the comma before the conjunction in a simple series The flag is red white and blue But use the serial comma if a part of the series includes a comma or if an integral element of the series requires a conjunction Breakfast will include cereal ham and eggs and toast
committees Capitalize full name of committee Budget
Committee University Services Committee but lowercase second references The committee met yesterday Also Faculty Senate Academic Staff Council Student Association
compact disc Use CD
company companies Use Co or Cos when a business uses
either word at the end of its proper name Trane Co American Broadcasting Cos But Aluminum Company of America If company or companies appears alone in second reference spell the word out in lowercase
Theatrical Spell out company in the name of theatrical organizations The La Crosse Dance Company
course titles Lowercase all course titles that do not
include proper nouns She took a course in history freshman English is required Capitalize when the course title is used with a numeral History 101 begins at 745 am
courtesy titles Do not use Mr Mrs Miss Ms except
to avoid confusion such as when both a husband and wife are quoted in a story Often it is better to repeat first and last names when quoting people with the same last name whether male or female
dash Use a dash to show an abrupt change a
series within a series attribution before an authorrsquos name at the end of the quotation in datelines and to introduce sections of lists Put a space on both sides of a dash in all uses except the start of a paragraph and sports agate summaries I will fly home for the holidays mdash if I get a raise
Em Dash (mdash) Denotes a pause in thought a parenthetical statement or mdash more casually mdash an afterthought
En Dash (ndash) Denotes a range especially of numbers such as $100ndash150
dates Always use Arabic figures without st nd rd
or th See months for examplesdaylight-saving time Not savings Note the hyphen Lowercase in
all uses days of the week Capitalize them
do not abbreviate except when needed in a tabular format Sun Mon Tue Wed Thu Fri Sat or (Web) Su M Tu W Th F Sa
department names Capitalize department names
Communication Studies Department Biology Department etc
disabled handicapped impaired In general do not describe an
individual with a disability or handicapped unless it is clearly pertinent to a story See the AP Stylebook disabled handicapped impaired entry
division Abbreviate in NCAA Div III and
similar uses dorm Always use residence hall rather than
ldquodormrdquo or ldquodormitoryrdquoEagles The nickname for UW-La Crosse menrsquos
and womenrsquos athletic teams Do not refer to the team without attaching an ldquosrdquo to the word Eagle (no ldquosrdquo) may be used to refer to an individual Be careful in use of possessives and plurals Examples The Eaglesrsquo home field Eagles Coach Barb Gibson Eagles defense
Do not use the term ldquolady Eaglesrdquo They are the womenrsquos team the women or better yet the Eagles
ellipsis ( ) Use the ellipsis to show missing words
In general treat the ellipsis like a three-letter word with a space on both sides For more details see the AP Stylebook
email Not Email E-mail or e-mailemeritus emeriti The word emeritus is added to formal
titles to denote individuals who have retired and retain their rank or title When used place the word emeritus after the formal title Vice Chancellor Emeritus W Carl Wimberly Professor Emeritus John Cleveland Emeriti is the plural For female emerita
employee Not employe
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Appendix I Style Guide
46
entitled You are entitled to title your book or
paper but you arenrsquot entitled to entitle it Use entitle to mean a right to do or have something Do not use it to mean titled He was entitled to a promotion Her book was titled ldquoThe History of La Crosserdquo
essential and non-essential clauses An essential clause cannot be eliminated
without changing the meaning of a sentence It must not be set off from the rest of the sentence by commas
A non-essential clause can be eliminated without altering the basic meaning of the sentence It must be set off by commas When an essential or non-essential clause refers to a human being or animal with a name it should be introduced by the words ldquowhordquo or ldquowhomrdquo ldquoThatrdquo is the preferred pronoun to introduce clauses that refer to an inanimate object or an animal without a name ldquoWhichrdquo is the only acceptable pronoun to introduce a non-essential clause that refers to an inanimate object or an animal without a name
event happenings State in order of time day date The
group will meet at 5 pm Wednesday Nov 6 in the Ward Room Cartwright Center Remember ldquoNov 6rdquo is another way of saying ldquoWednesdayrdquo and should be set off by commas Do not include the word ldquoonrdquo before the day
faculty
festivals Capitalize Homecoming Family
amp Friends Weekend Oktoberfest Riverfest
Foundation The University of Wisconsin-La Crosse
Foundation Inc grants scholarship aid to students awards grants to faculty and provides monetary awards to staff and projects It raises money through gifts which may be referred to as donations
game time Always two words
gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
grade-point average Note hyphen and no capital letters Use
GPA on second referenceGrandad Bluff Not Granddad Bluff or Grandadrsquos Bluffgray Not grey but greyhound Gray is one of
UWLrsquos school colors Maroon is the other But usually phrased ldquomaroon and grayrdquo
handicapped See disabled entry
headlines Use sentence case (meaning the use of
capitalization on only the first word and proper nouns) Keep to 65 characters when possible
Examples of headlinesActivate your account About the libraryAcademic resourcesWelcome to the collegeMurphy LibraryTony Award winner takes Emmy
his her Do not presume maleness in constructing a
sentence but use the pronoun his when an indefinite antecedent may be male or female A reporter attempts to protect his sources (Not his or her sources but note the use of the word reporter rather than newsman) Frequently however the best choice is a slight revision Reporters attempt to protect their sources
Hoeschler Tower Not Hoeschler Clock Towerhomepage One word
hometown In general news releases note hometown as
part of the sentence Jane Doe of Onalaska was awarded a $1000 scholarship Wisconsin is not used unless the city name is correlative to one in Minnesota or Iowa Osseo Wis Osseo Minn Altoona Wis Altoona Iowa Exception Madison Madison Minn Do not use Minnesota following Minneapolis
In sports Use state abbreviation after each city including La Crosse Wis
hyphens Use a hyphen whenever ambiguity would
result if it were omitted When a compound modifier mdash two or more words that express a single concept mdash proceeds a noun use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly Examples A full-time job a well-known professor a very good game an easily remembered rule See the AP Stylebook hyphen entry
incorporated Abbreviate and capitalize as Inc when used
as part of a corporate name It usually is not needed but when it is used do not set off with commas UWL Foundation Inc JC Penny Co Inc announced
instructional academic staff
Internet Note the capitalizationLa Crosse Note the space between La and Crosse and
keep on one typed line When referring to the sport however lacrosse
letterwinner letterwinners Not letterman or letterwomanlettermen or
letterwomen LGBT gender preferred pronouns UWL does not has specific guidelines for
reporting LGBT issues Instead it uses GLAADrsquos Media Reference Guide wwwglaadorgfilesMediaReferenceGuide2010pdfid=99 See Appendix V
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Appendix I Style Guide
47
lists Use bulleted or numbered lists If one or
more elements are a complete sentence capitalize the first word of every listed element and use ending punctuation after each element Do not use ending punctuation after sentence fragments
majors A student can major in a program or heshe
can for example be an English major Do not capitalize the title of a program unless it is a proper noun
maroon One of UWLrsquos school colors Gray is the
other usually phrased ldquomaroon and grayrdquo See gray entry
minorities See nationalities and races entrymonths Capitalize the names of months in all uses
When a month is used with a specific date abbreviate only Jan Feb Aug Sept Oct Nov and Dec Spell out when using alone 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 set off the year with commas
Examples January 2008 was a cold month Jan 21 was the coldest day of the year His birthday is May 6 Feb 14 2000 was the target date
names There is no excuse for misspelling a name
A complete interview includes asking those interviewed how to spell their names Ask if they have a preference for a shortened or full-length reference to their names For instance donrsquot assume a woman named Deborah is a Debra Debbie Debby or Deb or a Stephen is Steven or Steve Verify spellings of last names for instance is it Gundersen or Gunderson In general ask people to spell their names even if they appear to be common spellings
nationalities and races Capitalize Asian Native American
Hispanic Pacific Islander Alaskan Native Eskimo or Intuit Lower case black and white American Indian is the AP preferred term for Native American Use personrsquos preference especially if you plan to use the term African-American See the AP Stylebook nationalities and races entry
No Use as the abbreviation for number in
conjunction with a figure to indicate position or rank No 1 choice UWL is ranked No 2 in the Midwest by USNews amp World Report
Numerals See AP Stylebook entry Briefly follow these
examples No 1 team 20th century 1st Ward first in line first base 5-year-old boy the 1990s 12 credits eight credits Spell out numbers one through nine use numerals beginning with 10
obscenities The use of profane language in print should
be avoided but sometimes an offensive word is part of an important quote You may use ldquodamnrdquo or ldquogodrdquo if it adds significantly to the story Do not use racial or ethnic slurs Avoid offensive words rather than replace letters of offensive works with hyphens See AP Stylebook obscenities entry
one space versus two spaces after punctuation With todayrsquos typesetting capabilities one
space after all punctuation is the preferred spacing for all copy that will be printed by a commercial printer All copy submitted to the University Communications Office should have one space only after all punctuation (after periods semi-colons colons etc)
office Capitalize office when it is used as part of
a formal title University Communications Office Chancellorrsquos Office
Note All campus offices should be referred to by their specific area followed by the word office For example not the Office of University Communications rather
University Communications Office Lowercase all other uses including
phrases such as the office which promotes the university
OK OKrsquod OKrsquoing OKs Do not use okay online One word no capitalization organizations Use complete title of an organization
according to the list published by Student Activities and Centers Second references may be made to ldquothe organizationrdquo ldquothe clubrdquo ldquothe councilrdquo ldquothe boardrdquo etc
percent One word Spell out in all instances
except tabular form when is appropriate
phone numbers Here is the
format for an on-campus extension 8888 (for 7858888) Here is the format for off-campus numbers 6085555555 Always use the area code Use periods not dashes
plays Put quotes around the title Use
ldquotheaterrdquo not ldquotheatrerdquo except in proper names that use that spelling She will be in the theater production The play is in Toland Theatre The musical is performed by University Theatre
political parties office holders Capitalize Democrat and Republican
If an elected official holds national office note state Rep Ron Kind D-Wis If the person holds state office list city of resident ie Sen Jennifer Shilling- La Crosse
Port Orsquo Call Not Port Orsquo Call Lounge when
referring to room in Port OrsquoCall Cartwright Center-Gunning Addition
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
Appendix I Style Guide
48
possessives See AP Stylebook entrypounds Spell out do not abbreviate with lbs
except in tabular formpowwow One wordquicklink One wordquotes Quotes should be used to convey
unique information do not overuse quotes Take every opportunity to reduce ordinary quotes to para-phrases ldquoSaidrdquoor ldquosaysrdquo are perfectly fine attributive verbs
When using quote marks use straight quotes only to convey measurements as in inches or feet Use curly quotes for attribution For example The 5rsquo 4rdquo brunette said ldquoThatrsquos a fantastic ideardquo
Roger Harring Stadium The formal name of the stadium
located at Veterans Memorial Field Sports Complex
rooms Generally do not use the term when
referring to a room number in a building Instead use The meeting is in 222 Cartwright Center However use the term and capitalize it when used with a name Ward Room
state names Spell out the names of the 50 US
states when used in the body of a story Exceptions Do not include state with domestic cities that stand alone in datelines per the Associated Press Stylebook Also use the postal code abbreviation when using the state name in an address See address entry
tenure-track
that which who whom Use who and whom in referring to
people and to animals with a name John Doe is the man who helped Use that and which in referring to inanimate objects and to animals without a name See essential non-essential clauses entry in AP Stylebook
times Use figures except for noon and midnight
Use a colon to separate hours from minutes 11 am 1 pm 330 pm
Avoid such redundancies as 10 am tomorrow morning 10 pm Monday night 12 noon Wednesday
Timetable The official name of the class schedule
produced by the Records and Registration Office each semester published online
toward Not towardstravel traveled traveling traveler
university name
Our institutionrsquos name is University of Wisconsin-La Crosse In most cases the full name should be used in the first reference to the university The word ldquotherdquo may precede the full name to avoid awkward sentence structure In subsequent written references it is permissible to use UW-La Crosse or UWL
The universityrsquos name must be written correctly whenever it appears The phrase University of Wisconsin-La Crosse should have a hyphen (with no space preceding or following it) between the words Wisconsin and La Crosse There should be one space between La and Crosse in the city name The ldquoCrdquo in Crosse is always capitalized La Crosse should not be broken into two lines (La at the end of one line and Crosse at the beginning of the next)
Examples of correct usage of the university name
University of Wisconsin-La Crosse UW-La Crosse UWL (the above forms do not apply to email and
Web addresses)
University Police Not protective servicesValhalla Not Valhalla Hall when referring to the
room in Valhalla Cartwright Center-Gunning Addition
Vanguards The name of the student volunteer
organization that gives campus tours to prospective students The group is based in the Admissions Office
Veterans Memorial Field Sports Complex The formal name of the new athletic
multiplex that includes the concourse and grandstand running track football and intramural fields lighting and Veterans Hall of Honor
Web Short form of World Wide Webwebsite
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
PhotoTestimonial Release FormCopy and reuse form as needed
IWe hereby confer upon the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation the unrestricted and irrevocable right and permission with respect to the photographs taken of me or my children or in which we may be included with others
a) To use reuse publish and republish the same intact or in part separately or in conjunction with other photography in any medium now and hereafter known and for any purpose whatsoever (including illustration promotions advertising and trade) and
b) To use my name and any testimonial I have provided to the university in connection therewith if UWL so decides
IWe hereby release and discharge the photographer and the University of Wisconsin-La Crosse the University of Wisconsin-La Crosse Alumni Association and the University of Wisconsin-La Crosse Foundation from all and any claims and demands ensuing from on or in connection with the use of the photographs including any and all claims for libel and invasion of privacy
IWe have read the foregoing and fully understand the contents hereof
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
When securing photo releases from multiple subjects it is acceptable to use one photo release form signed by all revelant persons You may use the back of this form for additional signatures
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
_________________________________________________________________ _____________________(Subjectrsquos name and signature) Phone Number (Date)
PHOTOGRAPHY RELEASE OF MINOR(S)I have read the foregoing and fully understand the contents hereof I represent that I am the (parentguardian) of the below named subjects I hereby consent to the foregoing on hisher behalf
Name of Parent or Guardian__________________________________
_________________________________________________________(Parent or Guardian Signature)
Address__________________________________________________________________________________________
City __________________________________________________ State___________Zip________________________
Phone ______________________________ Email ______________________________________________________
___________________________________________________________ ______________________(Witness Name and Signature) (Date)
For office use PhotoTestimonial used for _______________________________________________________ Photographer _________________
Appendix II Download form at wwwuwlaxeduUCommPhotography
Minorrsquos Name(s) _______________________________
______________________________________________
______________________________________________
49
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
50
Appendix III Frequently Asked Questions
Why is it important to follow the UWL brand standardsThe brand identity provides a
simplified and consistent external
public image to students faculty
staff alumni donors and the
community that is easy to recognize
and is visually unifying
Where can I download the logoAll current University of Wisconsin-
La Crosse logos are available for
download at wwwuwlaxedu
UCommDesignDownloads
Irsquom having trouble downloading the logo Why wonrsquot it downloadDepending on your computer
settings the logo may open in a new
browser window If this happens
right click on the logo and choose
ldquosave asrdquo to download it to your
computer If you continue to
experience difficulty please contact
your departmentrsquos IT support team
Remember it is important that all
documents produced project the
universityrsquos image with quality
Can our department have its own logo How do I request a logoThe logo for approved centers within
the university will be used when the
intended audience is specific to that
one center otherwise the University of
Wisconsin-La Crossersquos logo will be used
For a list of approved centers please
visit wwwuwlaxeduUCommDesign
Downloads
If you believe your department or
program needs a dedicated logo
contact Creative Services Do NOT
create a logo on your own Creative
Services will ensure your logo remains
consistent with university branding
How do I order new business cards Business cards are ordered online at
wwwuwlaxeduPurchasingBusiness-
cards
Are there any Word templatesWord templates are available for
download at wwwuwlaxeduUComm
DesignDownloads This site also offers
downloads for Power Point templates
and electronic letterhead
How do I personalize the e-letterheadDownload the electronic letterhead file
On the View menu click Footer to open
the footer area on a page to replace
text with your department information
DO NOT resize delete or move the
placement of the logo or the footer
DO NOT change the font or type size of
the text
May I revise the letterhead designDo NOT resize delete or move the
placement of the logo or the footer In
the electronic letterhead you may insert
your personal information on the right
instead of the template lines but do
NOT change the font or type size of the
text
Can I change the margins on the electronic letterhead Can my personal information be listed on fewer lines Irsquom trying to keep my letter to a single pageThe electronic letterhead was designed
to reflect the printed letterhead as
accurately as possible Therefore it is
recommended that you do not change
the layout other than adding your
departmental information
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
51
Appendix III Frequently Asked Questions
I belong to a campus organization and we would like to use the logo on a poster advertising an event Can we do thisThe University Communications Office
must approve all university uses of logos
before a piece is printed or published
Send PDF proofs to advanceuwlax
edu
I am working with an outside vendor The vendor asked for an electronic version of the logo What should I give themWe have both jpg and eps files available
for download at
wwwuwlaxeduUCommDesign
Downloads
May businesses and individuals outside of the university use the logos and marks of the universityNot without authorization from the
University Communications Office
I have a special project that does not seem to be addressed in the guidelines Can I make exceptionsPlease contact the University
Communications Office to discuss your
project and obtain prior approval
How do I know where to put the logo in print or on my websiteThe Toolkit (PDF) located on the
branding website wwwuwlaxedu
UCommLogoshtm includes samples
of how to use the logo You can also
contact the University Communications
Office for advice and consultation
about using the logo
How do I know which logo to useWhen deciding which logo is best
suited for a particular communication
the guiding principle should be to
identify the primary audience for the
communication
If you have questions or concerns
about which logo should be used in
a particular instance contact the
University Communications Office for
clarification
What if multiple entities are involved in a particular project Which logo should be usedThe broadest and most inclusive logo
wording combination will be used
Please refer to page 9
Irsquom in a hurry Why canrsquot I just re-create the logo Why do I have to get the proper file from the official websiteRe-creating the logo will not
reproduce the logo accurately The
characters have specific spatial
relationships and alignment Simply
selecting a similar font eyeballing
it and then reproducing it will
invariably produce differences
that may be minor but will detract
from the design and its branding
capability Re-creating the logo also
takes time that might be used more
productively
If I have questions or need approval whom should I contactThe University Communications
Office must approve all university
uses of logos and templates before
a piece is printed or published Send
PDF proofs to advanceuwlaxedu
What are the approved fontsThere are two fonts used to create
the UWL logo Adobe Caslon Regular
and Semibold Approved secondary
fonts can be found in page 17 DO
NOT modify the type font
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
52
Appendix III Frequently Asked Questions
What colors are usedThere are three primary colors that
make up the logo When printing in
full color please use the color breaks
listed on page 16 Please refer to this
guide for more information on color
use as well as specific PMS CMYK
RGB and hex code values
Can I change the color of the logo to match my documentDO NOT introduce color change
DO NOT ldquoscreenrdquo the logo or make
it lighter Maintain clear contrast
between the logo and the field on
which it appears
As a general rule of thumb
White background ndash use the full
color logo or black
Black background ndash use white logo
Maroon background ndash use white
logo
Can I print the logo in black onlyIn addition to the logo being
printed in full color the logo may
also appear in 100 percent black
or white (reversed) It is always
recommended to use the full color
logo when possible
Can I rearrange the placement of the logo on my documentsYou may not rearrange the placement
of the logo on letterhead or business
cards If you must rearrange the
placement of the logo in the posters
or flier templates you must obtain
prior approval from the University
Communications Office
Can I change the size of the logo to fit my documentDO NOT distort or stretch the logo or
change its shape When resizing the
logo in your document you MUST ensure
that it is resized proportionately
May I add text to a logoNo You may add text near a logo but
it must be a minimum distance away
from the logo so that it does seem to
be a part of the logo The minimum
distance is double the height of the ldquoUrdquo
in university
If you need specific art for printing
contact the University Communications
Office for guidance andor vector art to
fit your needs Remember the University
Communications Office must approve
all pieces before they are printed or
published
If all publications need to go through the University Communications Office for approval first how long will that approval process takeThe University Communications Office is
replying in as timely a fashion as staffing
allows A reply within 72 hours (three
working days) is the goal and many
clients receive a swifter response
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
53
Appendix IV Digital Signage
Simplicity rules
FACT Uncluttered signage achieves greater success
Ideally your display design should consist of just four main components
1 A compelling photo andor image
2 The what when where and cost
3 Event description (15 words or less)
4 Program or department name
with contact info and web
address (Websites can be used
to direct the audience to more
detailed information)
Keep it SIMPLE
Remember your audience has only 10 seconds to notice and process your message
Donrsquot make it difficult by cramming your digital sign with too much information
Creative Services can assist campus departments or programs in designing effective signage
To schedule a meeting with Creative Services visit
wwwuwlaxeduUCommDesignWelcome
for contact information
Complete details for submissions to the UWL digital signs visit
wwwuwlaxeduITSDigital-signs
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99
54
Appendix V Gender Preferred Pronouns
UWL Guidelines for Inclusive Language and Representations in Written and Spoken Communication(approved by Campus Climate Council 2006)
What do we value We value our commitment to high quality academic
experiences for all students and we value a strong
liberal arts education We value one another and the
contributions each of us makes to our university our
community and our state We value diversity in ourselves
and in our academic programs We value our students
and we support them both in and out of the classroom We
value recommitment to the spirit of the ldquoWisconsin Ideardquo
We value being an academic community of learning and
inquiry both locally and globally
We acknowledge the following in relation to the use of language in verbal and written communication and in visual representationoLanguage is not neutral mdash community values are
reflected in language use
oExclusions in language and images may result in
individuals feeling that they are not valued as active
and productive members of the University community
oNon-verbal communication including body language
and tone of voice also sends inclusive or exclusive
messages to groups and individuals
oExclusions may hamper the satisfaction of faculty staff
and students at the University
oSilences as well as discriminatory language at the
University may contribute to feelings of discomfort and
a lack of safety
In keeping with our commitment to diversity among our faculty staff and students we offer these guidelines for public communication 1 Use inclusive language in which the diverse experiences
of students faculty and staff are represented and valued
with equal respect in relation to socioeconomic status
gender racial background sexual orientation and ethnic
background
2 Use inclusive language to support foster and enhance the
achievements collaboration satisfaction and well-being of
students staff and faculty
3 Be careful not to ask an individual to speak as a
representative for an entire group
4 Recognizeunderstand that discriminatory language
marginalizes excludes and devalues the different
experiences cultures values beliefs and lifestyles of
students staff and faculty
Guidelines for LGBT media referencesFare accurate and inclusive news media coverage plays
an important role in expanding public awareness and
understanding of lesbian gay bisexual and transgender lives
The Associated Press Stylebook provides guidelines for
journalists reporting on transgender people and issues
According to the AP Stylebook reporters should ldquouse the
pronoun preferred by the individuals who have acquired
the physical characteristics of the opposite sex or present
themselves in a way that does not correspond with their sex
at birth If that preference is not expressed use the pronoun
consistent with the way the individuals live publiclyrdquo (See AP
New York Times amp Washington Post Style)
UWL does not has specific guidelines for reporting LGBT issues
Instead it uses GLAADrsquos Media Reference Guide
wwwglaadorgfilesMediaReferenceGuide2010pdfid=99