VISUAL IDENTITY AND BRAND STANDARDS
Introduction
MISSION
Located in the heart of Southwest Arkansas, Henderson State University is a public
institution serving as a vital educational and cultural center for the local community,
region and state. Founded as a private institution in 1890, Henderson has a strong liberal
arts heritage that is the base of over 75 undergraduate and graduate programs, earning
the university its status as Arkansas’s public liberal arts university.
Henderson offers a quality education guided by a faculty and staff that is committed to
excellence and dedicated to serving a diverse student body from across Arkansas, over
25 other states and a number of foreign countries. The university encourages scholarly
and creative activities in a caring, personal atmosphere that has reflected the university’s
motto for over a century: The School with a Heart.
Influenced by its distinctive history, the mission of Henderson State University is to
provide a learning environment that prepares students for a lifetime of intellectual
and personal growth in a global society. The Henderson experience bridges students’
academic aspirations to career success by integrating professional studies and the liberal
arts.
IDENTITY
In all that we do, it is important to maintain a consistent visual identity and brand
standards in all communications representing Henderson State University. Strengthening
our brand reinforces our commitment to education and is the responsibility of every
college, department, office and faculty and staff member. The guidelines here define
elements for visual and verbal communication of Henderson State University messaging
and provide specific directions for the application of the Henderson logo and related
elements. We recommend frequent reference to the guide whenever communicating in
any medium on behalf of the university.
HSU VISUAL IDENTITY & BRAND STANDARDS – 2 –
Table of Contents
HSU MASTER LOGO.................................................................. 4
DESCRIPTION
COLORS
USAGE
OTHER VERSIONS
PLACEMENT
TYPOGRAPHY
DO and DON’T
HSU OFFICIAL SEAL.................................................................. 8
HSU SECONDARY LOGOTYPES................................................. 9
USAGE
PLACEMENT
COLORS
HSU IMAGERY.......................................................................... 10
HSU COMMUNICATIONS........................................................ 11
EDITORIAL STYLE GUIDE
PRINT COMMUNICATIONS
BUSINESS CARDS
LETTERHEAD AND ENVELOPES
HSU STATIONERY.................................................................... 13
HSU DIGITAL MEDIA............................................................... 15
WEBSITES
EMAIL SIGNATURE
SOCIAL MEDIA
SOCIAL MEDIA SPECIFICATIONS
HSU SPIRIT MARK................................................................... 17
PRIMARY LOGO
SECONDARY LOGOS
QUICK REFERENCE STYLE GUIDE........................................... 19
HSU VISUAL IDENTITY & BRAND STANDARDS – 3 –
HSU Master Logo
DESCRIPTION
The master logo for Henderson State University
is the primary graphic identity. It consists of the
“Henderson State University” logotype in black and
the centurium mark in red, PMS 201.
Centurium
mark
Logotype
HSU master logo color version - preferred
When color is not available, the master logo should
appear in black.
The centurium mark may be used alone as a graphic
element but should not be used alone in place of
the master logo.
Centurium mark
HSU master logo black and white version - preferred
COLORS
Whenever possible, the master logo should appear
in color with the centurium mark in Pantone 201
and the logotype in black. If color is not available,
the optional black and white version is acceptable.
HSU reverse master logos
A complementary color palette has been provided
to maintain a consistent look throughout university
communications.
USAGE
The master logo should be placed on all
communications, including brochures, stationery,
business cards and all digital media.
PMS 201 Coated
CMYK 23/100/79/15
RGB 169/29/54
Black
CMYK 0/0/0/100
RGB 0/0/0
HSU brand color palette
BLUE PMS 7470
CMYK 100/55/42/20
RGB 0/88/111
Cool Gray 11
CMYK 54/45/41/31
RGB 99/100/104
Cool Gray 8
CMYK 54/45/41/8
RGB 124/124/129
44% Cool Gray 1
CMYK 13/11/14/0
RGB 219/217/214
HSU complementary color palette
HSU VISUAL IDENTITY & BRAND STANDARDS – 4 –
OTHER VERSIONS
A stacked version of the logo is acceptable but the
horizontal master logo is the preferred version and
should be used whenever possible.
The logotype may appear alone without the
centurium mark.
A horizontal logotype version is also acceptable
with the ‘H,’ ‘S,’ and ‘U’ in caps and the remaining
characters in small caps.
HSU master logo, stacked versions
A reverse version of the logotype without the
centurium mark is acceptable.
HSU logotype
HSU reverse logotype
Henderson State University
HSU horizontal logotype
HSU VISUAL IDENTITY & BRAND STANDARDS – 5 –
PLACEMENT
Minimum space around the logo is necessary to
balance the page and maintain the importance of
the logo.
The master logo should be placed prominently
on the front cover of all printed promotional
collateral materials intended for external or internal
audiences.
TYPOGRAPHY
The official typeface of the master logo is Optima.
The master logo should not be rebuilt in any other
typeface.
Complimentary typefaces in printed and digital
material are recommended to maintain a
consistent, modern and professional look to all
communications.
Complimentary typefaces of Caecilia and Avenir
are suggested for use in publications. Typefaces
are licensed and are widely available for purchase. In
the event that a unit does not have access to these
fonts, other suggested fonts are Rockwell and Century
Gothic Regular.
HSU minimum spacing around master logo
should be equal to the size of the ‘H’ in
“Henderson”
HSU minimum width of the master logo should not be less than 1.5”
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmonopqrstuvwxyz
0123456789
Caecilia LT Std 45 Caecilia LT Std 75 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmonopqrstuvwxyz
0123456789
Avenir Roman and Avenir Light
HSU VISUAL IDENTITY & BRAND STANDARDS – 6 –
DO!
DO AND DON’T
Electronic files are available through the Office of
Marketing and Communications. Do not attempt to
rebuild the logo.
Do not alter the proportions of any part of the logo
or use any unapproved background color or pattern
behind the lettering of the logo.
Use original electronic files provided
Maintain original proportions
DON’T!
Do not box-in the logo or alter/distort the logo in any
way; e.g., drop shadow, outer glow, screen, etc.
Any questions regarding the proper usage of the
Do not stretch or distort the logo
Henderson State University logos should be directed
to the Office of Marketing and Communications.
Do not add effects such as drop shadow, outer glow or
emboss effects to the logo
Do not box-in the log
Do not place the logo on a background
that competes with the logo
Office of Marketing & Communications
Do not group the logo with other elements
Do not alter the proportions of the elements of the logo
HSU VISUAL IDENTITY & BRAND STANDARDS – 7 –
HSU Official Seal
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
Use of the HSU seal requires advance approval from
the Office of Marketing and Communications.
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
The seal should never be used as a graphic
element, in backgrounds or in combination with the
master logo.
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
The HSU seal is the visual symbol of the university
to be used in formal applications such as
transcripts, diplomas and graduation materials. The
seal cannot be modified in any way.
HSU NOT FOR REPRODUCTION HSU NOT FOR REPRODUCTION
HSU VISUAL IDENTITY & BRAND STANDARDS – 8 –
HSU Secondary Logotypes
USAGE
Individual schools, colleges, offices and other
Henderson State University
Office of Marketing & Communications
Henderson State University
Admissions
entities must first have a visual connection to the
university and then to the department. Logotypes are
recommended to complement the master logo in print
or digital material.
Henderson State University should always appear
Henderson State University
Teachers College
Examples of use of logotype with schools, colleges, offices and other entities
before the office, department or school in Optima Bold
using small caps. The secondary logotype should use
title case in the Avenir Roman typeface.
PLACEMENT
Henderson State University
Office of Marketing & Communications
Departments must appear in hierarchical format. In
the names of schools, colleges, offices, etc., “and” is
replaced by the ampersand.
Office of Marketing & Communications
COLORS
The secondary logotypes should always appear in
black and never in HSU red. The master logo must be
visually prominent with the logotype appearing as a
secondary visual element.
Examples of use of logotype in internal documents
HSU VISUAL IDENTITY & BRAND STANDARDS – 9 –
HSU Imagery
PHOTOGRAPHY
A key component to any communications piece
is photography. Writing, typography, design and
photography should work together to help define
the university brand.
Photography should showcase student life and
activities. Lifestyle shots should be used whenever
possible before consideration of stock photography.
A current library of images is available through the
Office of Marketing and Communications.
Photography examples
HSU VISUAL IDENTITY & BRAND STANDARDS – 10 –
HSU Communications
CHARLES D. DUNN
STUDENT RECREATION CENTER
Department of Aviation
EDITORIAL STYLE GUIDE
Henderson State University’s style guide is intended
to outline style practices specific to the institution.
The university will primarily follow The Associated
Press Stylebook editorial style and Webster’s New
World College Dictionary, Fourth Edition. A Quick
Reference Style Guide is included at the back of this
book.
PRINT COMMUNICATIONS
All printed communications representing the
university, its departments, colleges, schools and
other entities should always have the master logo
included and prominently displayed.
The website hsu.edu should be referenced on all
printed communications.
HEADLINE,
SUBHEAD OR
PULL QUOTE
HERE
Henderson’s Department of Aviation is Arkansas’s only
university program that offers a four-year bachelor
of science degree specifically in aviation. Utilizing
experienced faculty, flight instructors, and 15 aircraft our
goal is to provide students the training and education
necessary to prepare them for a career in the professional
aviation industry in the safest environment possible,
whether they want to fly for the airlines, manage the
airports they serve, or manage the fleet they fly. If you
have any questions or comments about what we offer or
about our website, please e-mail us and we will respond as
quickly as possible.
For more information, call (870) 230-5012, email us
[email protected] or go to hsu.edu.
Layout examples for 8 1/2 x 11 print collateral
APPROPRIATE
HEADLINE GOES
HERE
Subhead and copy goes here in no smaller
than 10 pt.
Department of Mathematics & Computer Science
1 1 0 0 He n de rson S t. | Arkade lph ia, AR 7 1 9 9 9 -0 0 0 1 | 8 7 0 -2 3 0 -5 0 0 0 | h su .e du
Layout example for print ad
Layout example for trifold brochures
HSU VISUAL IDENTITY & BRAND STANDARDS – 11 –
Layout example for trifold brochure
HSU VISUAL IDENTITY & BRAND STANDARDS – 12 –
HSU Stationery
BUSINESS CARDS
It is important that business cards from all faculty
members and staff of Henderson State University
maintain a consistent format. All business cards
printed before the publication of these standards
should be used and replaced with the new format in
the next order/reorder.
Tonya Oaks Smith
Executive Director
Office of Marketing & Communications
Box 7823 • Arkadelphia, AR 71999-0001
P (870) 230-5348 C (501) 352-8505
[email protected] • hsu.edu
To conserve space, the word “and” should be
replaced with an ampersand: “&.”
1.75” logo
.125” margin
.75” from top
.125” margin
Tonya Oaks Smith
Executive Director
Office of Marketing & Communications
8 pt/9.6 Avenir Book on three lines, flush right
PHYSICAL ADDRESS
PHONES
EMAIL & WEBSITE
NAME:10 pt Caecilia LT Std 75 Bold
TITLE: 8 pt/9.6 Avenir Book
OFFICE/DEPT: 8 pt/9.6 Avenir Book
Box 7823 • Arkadelphia, AR 71999-0001
P (870) 230-5348 • C (501) 352-8505
[email protected] • hsu.edu
HSU business card format
HSU VISUAL IDENTITY & BRAND STANDARDS – 13 –
LETTERHEAD AND ENVELOPES
All letterhead and envelopes printed before the
publication of these standards should be used and
replaced with the new format when the next order
is placed.
.5” margin
.5” margin
Office of Marketing & Communications
Each office or department may have their own
printed letterhead and number 10 envelopes.
If these are not available, the plain Henderson
letterhead and envelope should be used.
.1875” margin
.1875” margin
Office of Marketing & Communications
Box 7823 • Arkadelphia, AR 71999-0001
1100 Henderson Street • Arkadelphia, Arkansas 71999-0001 • P (870) 230-5348 C (501) 352-8505 • hsu.edu • f t
HSU letterhead and number 10 envelope
HSU VISUAL IDENTITY & BRAND STANDARDS – 14 –
HSU Digital Media
WEBSITES
Branding on all offices, departments or colleges
must conform to university naming conventions as
previously stated.
The master logo should appear in the upper-left
corner.
EMAIL SIGNATURE
A standardization of email signatures is necessary
to present a consistent and professional image.
Email signatures should include full name, title,
department or office name, physical address, phone
number(s) and hsu.edu.
Less is more. Email signatures should be no longer
than 10 lines. Avoid using custom colors, fonts and
graphics.
Images and logos should not be used in your
signature as these do not present consistently on all
devices and can cause problems when downloading
messages.
Avoid adding quotes or taglines.
HSU website masthead
Tonya Oaks Smith
Executive Director
Office of Marketing and Communications
Henderson State University
Box 7823 • Arkadelphia, AR 71999-0001
870-230-5348 • C 501-352-8505
hsu.edu
HSU email signature
A standard 12 pt. typeface should be used, as
non-standard typefaces may not translate across
all email platforms. Use plain text in order for
your signature to be compatible with all devices.
HSU VISUAL IDENTITY & BRAND STANDARDS – 15 –
SOCIAL MEDIA
The centurium mark should be used as the avatar
and profile picture in social media. The official seal
for the university should never be used on a website
or in social media.
Background photography should be chosen from
the images provided in the Henderson photo
library. If another image is to be used, it should
be approved by the Office of Marketing and
Communications prior to posting.
All posts should reflect the image of the university
and its commitment to excellence in higher
education. Establishing a social media presence
means you have begun a conversation and you
must continue the conversation by posting
engaging content on a regular basis.
HSU Facebook page, Twitter page
SOCIAL MEDIA SPECIFICATIONS
The specifications for social media images changes
frequently and one must stay up to date on changes
to optimize the look of a social media page. The
following specifications are provided but should be
verified frequently.
Facebook Specifications
COVER PHOTO: 851px x 315px
PROFILE PIC: 180px c 180 px
NEWSFEED IMAGE: 472px x 315px
SINGLE IMAGE: 504px x 504 px
All images should be converted to RGB and set to a resolution of 72 dpi, as .jpg or .gif files.
Twitter Specifications
HEADER PHOTO: 1500px x 500px
PROFILE PHOTO: 400px x 400px
HSU VISUAL IDENTITY & BRAND STANDARDS – 16 –
QUICK REFERENCE STYLE GUIDE
In certain applications, periods may be deleted if space is limited
and understanding of the degree is anticipated.
capitalization – degrees in a body of text should be in lowercase.
The AP Style Guide is the primary source for answering style questions at
Henderson State University. However, a few variations from that format
will be used. For style questions not specifically addressed in this style
guide, consult the AP Style Guide or contact the Office of Marketing and
Communications.
John Smith received a bachelor of science degree in biology from
Henderson State University.
apostrophe versus no apostrophe – Use as follows:
master’s degree in community counseling OR master of science
degree
academic degrees – In mentioning an academic degree, it is best to
bachelor’s degree in business administration OR bachelor of
establish someone’s credentials by stating them rather than abbreviating
business administration degree
them. However, if abbreviations are used, please follow the guidelines
below.
academic departments – Use lowercase when used informally except for
abbreviations – use periods as follows:
B.A. for bachelor of arts
words that are proper nouns or adjectives; uppercase when used formally
or as needed for clarity.
B.S. for bachelor of science
The Office of Marketing & Communications is located in Womack Hall.
B.S.E. for bachelor of science in education
The marketing and communications office consists of publications,
B.F.A. for bachelor of fine arts
media relations, social media and web communication.
B.S.N. for bachelor of science in nursing
B.B.A. for bachelor of business administration
academic titles - Confine capitalization to formal titles used directly
B.M. for bachelor of music
before an individual’s name. Lowercase should be used in all other
Ed.S. educational specialist
instances.
M.A. for master of arts
M.B.A. for master of business administration
M.L.A. for master of liberal arts
M.S. for master of science
M.S.E. for masters of science in education
According to Vice President for Finance and Administration Bobby
Jones
According to Bobby Jones, vice president for finance and
administration
HSU VISUAL IDENTITY & BRAND STANDARDS – 19 –
On first reference to an individual with an academic title, use the
Abbreviate compass points used to indicate directional ends of a
academic title after the name. Do not refer to him/her as Dr. in
street in a numbered address
subsequent references. Use his/her last name only.
Jane E. Doe, Ph.D., is giving the commencement speech this year.
Doe was selected from among the tenured faculty.
Names and titles in a listing, not in a paragraph, are capitalized.
Dr. Glendell Jones, President
414 N. 22nd St.
Do not abbreviate if the number is omitted
North 26th Street
alma mater – Lowercase when referring to the school or university one
attended.
Dr. Lewis Shepherd, Vice President for Student Services
alumnus, alumni, alumna, alumnae – Use alumnus (alumni in the plural)
Dr. Steve Adkison, Vice President for Academic Affairs
when referring to a man who has attended a school. Use alumna (alumnae
Dr. Brenda Ponsford, Dean of the School of Business
in the plural) when referring to a woman. Use alumni when referring to a
acronyms, college – See college acronyms
addresses – Use the abbreviations Ave., Blvd. and St. only with a
numbered address
1100 Henderson St.
Spell them out and capitalize when part of a formal street name
without a number
Henderson Street
Lowercase and spell out when used alone or with more than one
street name
Henderson and 12th streets
Use figures for address numbers
8 Concord Ave.
Spell out and capitalize First through Ninth when used as street
names; use figures with two letters for 10th and above
241 Sixth St., 431 21st St.
group of men and women.
a.m., p.m. – Use lowercase and periods. Do not use AM, PM or am, pm. Use
noon or midnight instead of 12 p.m. or 12 a.m. Do not use 12 noon or 12
midnight.
annual – Do not describe an event as the first annual event. An event
cannot be annual when it is the first occurrence. A first-year event can,
however, be referred to as an inaugural event.
annual meeting – Lowercase in all uses.
Arkansas’s public liberal arts university – Lowercase public liberal arts
university in the body of a text. It has been decided that for Henderson’s
publications, Arkansas will be followed by an ‘s for possessive.
bachelor of arts, bachelor of science – Use lowercase. A bachelor’s
degree or a bachelor’s is acceptable.
board – Capitalize only when an integral part of a proper name.
HSU VISUAL IDENTITY & BRAND STANDARDS – 20 –
board of trustees – Capitalize when referring to a specific board.
The Board of Trustees will meet in the conference room.
The board will meet to discuss the new building.
cabinet – Capitalize references to a specific body of advisers heading
Class of – Uppercase when used before the date in reference to a specific
class.
The Class of 1951 will hold its 50-year reunion this fall.
The 1951 class will hold its 50-year reunion this fall.
executive departments. The capital letter distinguishes the word from the
college acronyms – The official or formal names of colleges should be
common noun meaning cupboard.
capitalized. The formal name should be used on first reference.
capitalization – In general, avoid unnecessary capitals. In more formal
Matt Locke Ellis College of Arts and Sciences (on first reference),
pieces such as the President’s Report, exceptions are allowed.
Ellis College of Arts and Sciences, Ellis College, or arts and sciences
proper nouns – Capitalize nouns that name a specific person, place or
thing.
Teachers College, Henderson
School of Business
Derivatives – Capitalize words that are derived from a proper noun and
commas in a series – AP Style calls for removing the comma before the
still depend on it for their meaning: English, French, Shakespearean,
word “and” in a series.
but not french fries, pasteurize or venetian blind.
Sentences – Capitalize the first word of each sentence.
commencement – Lowercase when in text.
Compositions – Capitalize the principal words in the names of books,
composition titles – Italicize the titles of large works such as books,
movies, plays, songs, television shows, etc.
magazines, movie titles, etc. Put quotation marks around small works such
Titles – Capitalize formal titles when used before a name. Lowercase
as titles of chapters, poems, magazine articles, etc. Capitalize the principal
formal titles when used alone or after a name. Lowercase all terms that
words, including prepositions and conjunctions of four or more letters.
are job descriptions rather than formal titles.
Capitalize an article – the, a, an – or words with fewer than four letters if it
chair – Use chair instead of chairman or chairperson. Capitalize the
is the first or last word in a title.
word chair before a name when it designates the chair of a department
course names – Capitalize the names of courses because they are, in
or committee. Do not capitalize as a casual or temporary position:
effect, titles. Lowercase the names of subjects unless they are proper
meeting chair Wrenette Stockton. Do not use chairperson unless it is an
nouns or adjectives.
organization’s formal title for an office.
city, state – When used in text, a comma should follow both the city and
Heather has enrolled in Abnormal Psychology.
Brad will be taking a course in history this semester.
the state.
HSU VISUAL IDENTITY & BRAND STANDARDS – 21 –
courtesy titles – Use the first and last name of a person instead of the
freshman, freshmen – When used as an adjective, freshman means of or
courtesy title and a last name. In cases where the person’s gender is not
for first-year students.
clear from the first name, indicate the gender by using he or she in the
piece of writing.
dates – Use Arabic figures without st, nd, rd, or th.
days of the week – Do not abbreviate unless used in a tabular form.
dean – Capitalize when used as a formal title before a name. Lowercase
when used after a name or in other uses.
Dean John Hardee
John Hardee, dean of the Matt Locke Ellis College of Arts and
Sciences
dean’s list, honor roll – Lowercase in all uses.
departments, divisions – Lowercase when used informally; uppercase
when used formally or when needed for clarity.
John is working for the science department.
The Department of Science is hosting a reception on Friday.
email – one word, without a hyphen, in all uses.
faculty – Use with a singular verb.
The faculty numbers 150.
The faculty is meeting today.
The faculty members are gathered in the lecture hall.
freshman English course
freshman courses
courses for freshmen
Henderson State University – This is the official title of the university
and must be used in the first reference to the university. In subsequent
references, it may be shortened to Henderson or Henderson State.
honorary degrees – All references to an honorary degree should specify
that the degree was honorary. Do not use Dr. before the name of an
individual whose only doctorate is honorary.
initials – Use periods and no spaces when an individual uses initials
instead of a first name.
Internet – Capitalized.
liberal arts – Use a plural verb when referring to liberal arts. Use a singular
verb when referring to the liberal arts program.
The liberal arts are essential for job placement in today’s
marketplace.
The liberal arts program is beneficial for all students.
majors – Lowercase.
business major
fall semester – Lowercase.
Students will arrive for the fall semester Sunday.
HSU VISUAL IDENTITY & BRAND STANDARDS – 22 –
month and year – When used without reference to a specific date of
seasons – Lowercase if they simply declare the time of the year.
the month, no comma is needed. When used with a date of the month, a
The freshmen will arrive for the fall semester on this Sunday.
comma should come after the date and after the year.
July 23, 2001
Graduation will be held December 14, 2001, in the Wells Athletic
Center.
numbers – Spell out numbers from one through nine. Use numerals for
those 10 or larger. To form a plural, add s with no apostrophe (60s). For
ordinal numbers, do not use superscript type on the th, st, etc.
spacing – A single space should be used after a punctuation mark ending
a sentence.
states – Spell out the entire name when in the body of text. Use the
U.S. postal service abbreviations when the full address is set alone. Use
nonpostal abbreviations in limited space such as calendars.
telephone numbers – Use figures in the following form:
offices - See academic departments.
870-230-5334
If extension numbers are given: Ext. 5334
president – Lowercase unless it immediately precedes the name of the
person who holds the position. Use only the last name after the first
theater – Use for the building or area of a building where performances
reference.
are held, unless the proper name of a theater building contains the word
The president met with the board on Thursday.
theatre.
The board met with President Glendell Jones.
titles – Reserve capitalization to formal titles used directly before an
Jones reported on the progress of the construction on campus.
individual’s name. Lowercase and spell out titles when they are not used
p.m., a.m. – Lowercase with periods between each letter. Avoid the
redundant 6 a.m. this morning.
professor – Lowercase in all instances, even when before a name, except
as part of the title professor emeritus. Never abbreviate.
The newspaper questioned professor John Doe, Ph.D., about his
new research.
room numbers – Uppercase room when used with numerals.
The lab is in Room 215.
with an individual’s name. Titles used after an individual’s name are
lowercase, including the name of the department, division or college.
Director of Alumni Services Paul Hankins
Paul Hankins, director of alumni services
Names and titles in a list, not in the body of text, are capitalized.
trustee – Lowercase in all instances.
university – Unless it is used with the word Henderson, it is lowercase
– even when referring to Henderson specifically. Possible exceptions are
formal proposals and official documents.
HSU VISUAL IDENTITY & BRAND STANDARDS – 23 –
vice president – Do not hyphenate. Capitalize or lowercase following the
same rules that apply to president.
Web – Uppercase. A proper noun referring to the World Wide Web.
web page – Two words.
years – Use an s without an apostrophe to indicate spans of decades or
centuries: the 1900s
HSU VISUAL IDENTITY & BRAND STANDARDS – 24 –