PEMBINA TRAILS SCHOOL DIVISION
BRAND STANDARDS
MESSAGE FROM TED FRANSEN,
SUPERINTENDENT OF EDUCATION/CEO
2
INTRODUCTION
3
COMMUNICATIONS REQUIREMENTS
3
Divisional Identification
3
Writing Style Guides
3
Publication and Communications Approvals
4
Web Content
4
Web Images and Graphics
4
Binders and Covers
4
Copyrighted Materials
4
EASE OF READING
4
White Space
5
Lists
5
Aligning Text
5
BRANDING AND VISUALS
5
Visual Brand
6
Logo
6
Positioning Statement
7
Colour System
8
Typography
9
Applying The Logo
10
Protected Space
10
Minimum Size
10
Correct and Incorrect Logo Uses
11
Using Pembina Trails Logo With Other Logos
What File To Use
13
Web
13
Print and Electronic Documents
13
Use Of Images and Photos
14
Illustrations
14
Photographs
14
Image Resolution
14
Templates
15
Letterhead and Business Cards
15
PowerPoint Template
16
EMAIL AND TELEPHONE COMMUNICATIONS
16
Email Messages and Signatures
16
Logo Signature
17
Text-Only Signature
18
Telephone Voice Messages
18
Work Message
18
Extended Out-Of-Office
or Vacation Message
19
Cellphones and Texting
19
GLOSSARY OF TERMS
19
APPENDICES
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A: Language Standards For Web Content
20
B: Use Of Images and Graphics On The Web
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C: Netiquette: Guidelines For Communication
Over Pembina Trails Computer Networks
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D: Attribution In Resource Materials
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MESSAGE FROM TED FRANSEN,
SUPERINTENDENT OF EDUCATION/CEO
Pembina Trails School Division has a solid reputation in the community.
We want to build on this positive position in all of our actions, including
in our communications. This guide will help us achieve consistency in
how we represent Pembina Trails – and that consistency will help raise
awareness about us and build trust in our division.
The superintendent’s team and all Pembina Trails employees are
expected to follow the standards in this guide. Just as we are committed
to student success, we are committed to successful communications
with all target audiences – including students, fellow Pembina Trails
employees, parents, ratepayers, the media or any other person or group.
Please use this guide and the templates we are creating to help Pembina
Trails establish consistency and credibility in its brand. The guide and
templates are available through the Communications Department.
Schools and departments within the division have received a short
brand standards manual. It provides a general overview of the common
standards and how the division’s visual identity is implemented.
However, both the short and long versions of the brand standards are
living documents and there are exceptions to the common standards
for some purposes. These exceptions are considered carefully and
agreed upon by the Senior Administrative Team. The division has taken
a careful approach when it comes to allowing exceptions to the common
standards. Too many exceptions erodes consistency which in turn
weakens the division’s visual identity and overall brand.
This guide provides standards for written, visual, email and telephone
communications. It does not cover every possible situation. If you have
questions about a communications activity you are undertaking, please
contact the Communications Department at 204.488.1767 Ext. 1034 or
Ext. 1250 or email [email protected].
Ted Fransen
Superintendent of Education/CEO
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INTRODUCTION
Pembina Trails employees produce many different communications materials each year for a range of
audiences. Most communications that relate to the whole division are created by the Communications
Department. Other communications may be specific to a school or Pembina Trails department.
All Pembina Trails communications– whether for the whole division, a specific department, or school – must
reflect the same degree of professionalism and use the same basic style. These standards create a sense of
reliability and credibility.
How we communicate—length, complexity, depth of subject matter, the level of design—will adapt to the target
audience and message. This guide provides standards that can be applied to any reading level, message or
target audience.
The written (and verbal) messages we convey are as much a part of the Pembina Trails brand as the logo.
Please keep this in mind when you prepare any communications, to help all of us represent our division
appropriately, consistently and professionally.
COMMUNICATIONS REQUIREMENTS
The following information pertains to writing style, approvals and copyrighted materials. The Branding
and Visuals section contains information about typography (fonts), colours, appropriate images and other
information relating to the look of your document.
DIVISIONAL IDENTIFICATION
The division may be called by its full name Pembina Trails School Division or by Pembina Trails. It should
never be referred to by its initials.
All materials created by Pembina Trails, including individual school and department materials, must have the
Pembina Trails logo and the year of publication.
See page 6 under Visual Brand for information about how to place the logo.
WRITING STYLE GUIDES
Pembina Trails uses the Canadian Oxford Dictionary, the Canadian Press Style Book and the Canadian Press
Caps and Spelling book. Please refer to these books for spelling, capitalization, titles and other style matters.
Please ensure you have the most current version of the Canadian Press books (Canadian Press Style Guide,
17th edition; Canadian Press Caps and Spelling, 21st edition.)
You can purchase these books online at http://www.thecanadianpress.com/books or at local bookstores, where
you may get better pricing.
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PUBLICATION & COMMUNICATIONS APPROVALS
If you are planning to produce a document that is intended for a wider audience than your students or the
parents at your school, please check with the Communications Department for approvals and help with editing,
correct use of Pembina Trails writing style (per this guide) and use of the Pembina Trails logo
(see page 6 in this guide).
If you are producing a school (or classroom) newsletter, poster or similar document, you need to follow the brand
standards described in this guide; however, you do not need to contact the Communications Department for approvals.
You may want to contact the Communications Department before you start your project for ideas and advice
about the best way to convey your message.
WEB CONTENT
When writing for the web, remember that web copy is very different than print copy. Readers scan web copy
quickly, or skim. To create accessible, engaging content, you need to keep this in mind and refer to the
guidelines in Language Standards for Web Content (Appendix A).
WEB IMAGES AND GRAPHICS
When including images and graphics, ensure they are used with purpose and relate to the web page’s subject
matter. Images should enhance the reputation and brand of the school, department or program. Refer to the
guidelines in Use of Images and Graphics on the Web (Appendix B).
BINDERS AND COVERS
Pembina Trails standard binders and covers must be used for all publications to be distributed in a binder.
At this point this applies to materials developed at the Administration Office level. Please contact the
Communications Department for assistance to customize a cover for you.
COPYRIGHTED MATERIALS
Canadian and international copyright laws protect materials from being used without recognition (monetary or
otherwise) to the holder of the copyright. We strongly discourage the use of any copyrighted material unless it
is for in-classroom use only. Please refer to Copyright Matters! 3rd edition.
EASE OF READING
There are a number of tools you can use to make a printed document easier to read. When there is no
Pembina Trails template available, this section will help make your communications easier to read.
WHITE SPACE
It is important to allow white space on the margins all the way around a document. Your Word program has a
default for these that is acceptable in most cases. Margins should be at least a half inch wide. Lines of text that
carry too far to either the left or right margin are difficult to follow, particularly in longer documents.
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If your document will be bound, leave enough margin room on the side of the pages.
Tables, charts and any other images in a document also require enough space around them to make them
stand out and easier to read.
LISTS
Information presented in a list form can be easier to read than a long paragraph. When you are using lists:
• Use standard bullets and avoid using stylized or clipart bullets, as they can detract from your message and
often are not as professional.
• Try to use only two levels of bullets or numbers.
• Use the tab command, not the space bar, to line up lists.
• If a list is particularly long the font size can be as small as 9 point Arial.
ALIGNING TEXT
Align all text flush left with a ragged right edge. This is easier to read than a full justified alignment (flush on
both sides). Full justified, especially in longer documents, can result in awkward word and sentence breaks.
BRANDING AND VISUALS
The Pembina Trails brand is a combination of everything that is done and said by every division employee.
This guide focuses primarily on Pembina Trails’ visual brand – its logo that includes its name and the icon. The
visual brand (also referred to as “brand”) is the most visible representation of our division.
The use of the division’s visual brand has a considerable impact on the credibility and recognition of Pembina
Trails. It is essential that all visual brand elements are used consistently and correctly to build familiarity and
trust in the brand. This guide will help build consistent and correct use of Pembina Trails’ visual representation
to give it the same look, feel and level of professionalism.
The information in this guide has been developed with many applications in mind to provide the basic tools
needed to establish recognition of the brand and provide for its consistent use.
VISUAL BRAND
The visual brand is made up of the following elements:
• Logo (including name and icon)
• Positioning statement
• Colour system
• Typography
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Logo
There are two approved versions of the logo available in horizontal and vertical formats:
Horizontal logo
Vertical logo
It is crucial that the integrity of the logo is maintained. This will help build awareness about the division and
when people see the Pembina Trails logo, they can trust that the information associated with it is reliable. Use
the logo only in the formats described in this guide.
It is not acceptable to make alterations of any kind to the logo.
The approved logos are available in high resolution and low resolution (only for websites) from the
Communications Department. Do not cut and paste the logo from other materials or download the logo from
anywhere else on the Internet, as it will not reproduce well.
The logo must be applied to all materials produced by Pembina Trails according to these guidelines. This
includes materials produced by schools for internal use or distribution to parents or others.
The Pembina Trails logo is not to appear on any document that is not related to the division. Contact the
Communications Department if you are uncertain about when to use the logo.
The logo must always include the icon and must not be altered, skewed, rotated or stretched. Whenever
possible, the full-colour logo must be used and the colours must remain the same. When unable to use the
full-colour version of the logo, you may use the greyscale, reversed or black version of the logo.
The icon may be used on its own as a design element. The colours and proportions cannot be altered in any
way. The icon can also be used as a watermark.
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The logos and icon files are available from the Communications Department. Contact them if you have any
questions about using the icon.
Positioning Statement
The Pembina Trails positioning statement – Accomplish Anything – reflects the environments created by the
division for students, staff and the community. It should be used on all communications materials, if space
permits. It can be adjacent to or below the logo or can be placed elsewhere in the document. The positioning
statement files are available from the Communications Department.
The positioning statement must be used in the format shown above.
7
Colour System
The colour system makes our communications more recognizable and memorable and reflects our dynamic
school division.
The following are the primary colours used in the logo. You can use these colours for lines or other visual
elements you may add to a document if it will be seen in full-colour or for online communications.
C=5 M=66 Y=100 K=1
C=100 M=84 Y=31 K=17
C=43 M=18 Y=0 K=0
R=229 G=116 B=36
R=27 G=61 B=109
R=141 G=183 B=225
A secondary colour palette was created to complement the three primary colours in the Pembina Trails logo.
Using these secondary colours can build the look of the brand. They allow for consistency in colour choices
while creating opportunities to vary colours in our visuals and bring attention to designed materials.
The secondary colours can be used only as an accent to support the main colours and not as the main colours
in a design. Please contact the Communications Department if you are unsure how you can use the secondary
colours.
The secondary colour palette is available from the Communications Department.
C=20 M=6 Y=0 K=0
White
R=199 G=221 B=243
R=255 G=255 B=255
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Typography
Typography refers to the fonts and size of type to use.
Pembina Trails’ font is Arial. This must be used on all print and electronic materials, including PDFs that may
reside only on the website. Do not use any other font.
All body text must be in black.
Font sizes should be as follows:
• Section titles: Arial at 16 point, bold, all caps
• Subheadings: Arial at 12 point, bold, all caps
• Secondary subheadings: Arial at 12 point, bold, first letter of each word capitalized
• Body: Arial at 11 point
SECTION TITLES
SUBHEADINGS
Secondary Subheadings
Body
Use an 8 point space after section titles and a 6 point space after subheadings and secondary subheadings.
Arial Bold
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Arial Bold Italic
Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
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APPLYING THE LOGO
These guidelines enhance the clarity and strength of the brand in all applications and include:
• Protected space
• Minimum size
• Correct and incorrect logo uses
Please contact the Communications Department for questions about any of these standards, particularly for
use of the logo on promotional items where protected space and minimum size may have to be altered.
Protected Space
The logo must not compete with adjacent graphic or typographic elements. The protected space specifies a
minimum border that must surround the logo to separate it from headlines, text and imagery, as well as the
outside edge of the document or applications.
For all applications, the minimum protected space on both sides of the logo should be proportional to the
height of the “P” in Pembina. Whenever possible, use more than the minimum amount of protected space
around the logo.
Minimum Size
Adhering to minimum size restrictions ensures that the Pembina Trails logo is always clear and legible.
• The vertical (stacked) logo cannot be smaller than 1” wide.
• The horizontal logo cannot be smaller than 1.25” wide.
1"
1.25"
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Correct and Incorrect Logo Uses
Guidelines for correct and incorrect uses ensure the Pembina Trails logo maintains its impact across all
applications. This increases brand recognition and builds loyalty and confidence from the intended audiences.
The examples below illustrate a range of correct and incorrect uses of the logo, but do not form a complete
list. If you have any questions about the logo and how to use it properly, please contact the Communications
Department.
Correct Uses
Whenever possible, the logo should be full-colour on a white background.
When used in a black and white application, the black or greyscale versions should be used.
When placed on a light-coloured background, use a black Pembina Trails logo.
When placed on a dark-coloured background, contact the Communications Department for a white logo.
When placed on a photograph, the logo should be positioned on a clean area allowing significant contrast for
clear readability. As with all logo applications, protected and minimum space rules apply.
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Incorrect Uses
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Pembina Trails
School Division
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1. Do not skew or stretch the logo. Only resize proportionately.
2. Do not alter the colour of the logo.
3. Do not alter the relationship between the division name and the icon. This means the size, position and
colour of the name and the icon cannot be changed.
4. Do not combine other graphic elements with the logo.
5. Do not change the font used in the logo.
6. Do not tilt or rotate the logo.
7. Do not reproduce the logo with a fade, tint, gradient, texture or graphic effect.
8. Do not create outlines around the logo for contrast.
9. Do not duplicate the logo to create a wallpaper effect.
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USING PEMBINA TRAILS LOGO WITH OTHER LOGOS
Maintaining consistency across schools in Pembina Trails enhances recognition and maintains unity between
individual schools and the division.
The Pembina Trails logo will often be presented with the logo for all of the schools within the division. All uses
of the Pembina Trails logo must follow these visual identity guidelines.
Pembina Trails’ logo should always be given optimum spacing to ensure maximum recognition and visibility
when other elements are placed around the logo, for example, on jerseys or school promotional material.
When other organizations need to have the Pembina Trails logo included on their marketing communications
materials, the Pembina Trails logo should have prominence whenever possible. This is best achieved by
placing it at the top of the page or document (in the top third of the layout field). In the case of an ad or when
one additional logo is being included, the Pembina Trails logo can be placed at the bottom right of a layout.
This is the most prominent position in an ad or document.
When the Pembina Trails logo appears on school materials, the school logo shall have prominence with the
Pembina Trails logo receiving second billing.
When more than one additional logo is being included, they should be placed according to hierarchy, with the
most ‘important’ (or largest contributor) logo being placed next to the Pembina Trails logo at the bottom right
and moving towards the bottom left. Another option is to place them vertically in the bottom third of the layout
with the most important logo being placed above the Pembina Trails logo at the bottom and moving up.
When an outside company, vendor, contractor or other school division is including the Pembina Trails brand,
they must provide the division’s Graphic Technician with a proof for review and approval before final printing or
posting.
WHAT FILE TO USE
File types are important in maintaining quality reproduction of the Pembina Trails brand. Follow the guidelines
below when choosing file types for various applications.
Web
The Pembina Trails logo will be available in a low-resolution png file only for use on websites. The png logo
files are available from the Communications Department.
Print and Electronic Documents
The Pembina Trails logo is available in high-resolution jpg and png files for internal and external documents for
both print and electronic use. These files are available from the Communications Department.
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USE OF IMAGES AND PHOTOS
Graphics, illustrations and photos make most documents more visually appealing and can help explain the
message in the text. Such images must be high quality, appropriate to the content and audience, and used
in a way that will maintain the division’s professional reputation. Copyright must be respected in all usage,
and media clearance and publication rules must be followed. Refer to the guidelines in Use of Images and
Graphics on the Web (Appendix B) for further information.
Illustrations
Avoid the use of clipart for departmental and division-level publications and presentations. Although
convenient, it is generally overused and unprofessional. Clipart also reproduces poorly in many cases because
it is not of high quality.
For departmental and division-level publications and presentations, contact the Communications Department
to see if there are existing illustrations you could use or to see if they can create illustrations for you.
Photographs
• Parental consent forms must be on file to allow for the use of photographs of any student in K–12.
• In print publications, only the first names of students in K–8 can accompany their photograph.
• On the web, do not identify students in K–8 by name when using their photograph.
• Students in grades 9–12 can be identified by their full name in print and on the web, and their full name can
accompany their photo.
• Staff members should provide verbal consent for their photos to be used.
Do not use photographs copied from the Internet. They may be copyrighted and generally will not reproduce well.
Contact the Communications Department to see if there are existing images you can use or if the department
can take photographs for you.
Image Resolution
Higher resolution images generally are required for print materials. It is possible to take a high resolution image
and reduce the resolution; it is not possible to do the reverse as the image simply becomes blurry as it is
reproduced or enlarged.
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TEMPLATES
The following are examples of templates that have been designed for use by Pembina Trails employees. Use
these in all cases where you require any of these types of documents. These templates are available from the
Communications Department.
Letterhead
Business Card
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PowerPoint Template
EMAIL AND TELEPHONE COMMUNICATIONS
Individual email and telephone communications are another opportunity to represent the division in a
professional, friendly way. It is just as important to demonstrate brand consistency in phone and email
communications by Pembina Trails employees as it is in print and online communications.
Please refer to Netiquette: Guidelines for Communicating over Pembina Trails Computer Networks (Appendix C).
EMAIL MESSAGES AND SIGNATURES
All email messages from Pembina Trails accounts should be written using the division’s primary font, Arial at 11
point. Set your email program default to this font.
Ensure the website address is underlined (hit enter after .ca) to engage the live link to the website.
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Please do not add fax numbers, quotes, Facebook and Twitter logos and other design elements to your
signature.
There are two signature templates to use:
• New messages (logo signature)
• Replies and forwarded emails (text-only signature)
English, French Immersion and Multiple Location signatures should follow these guidelines.
Logo Signature
Please use the following logo signature template, using the logo file from the Communications Department
on all new messages you send. Refrain from including a logo signature on replies as this may cause server
storage issues.
Logo Signature Sample – English:
Logo Signature Sample – French Immersion:
Ted Fransen
Superintendent of Education/CEO
Lise Denis
Vice-Principal/Directrice-adjointe
Institut collégial Vincent Massey Collegiate
181 Henlow Bay, Winnipeg, MB R3Y 1M7
P: 204.488.1767 Ext. 1224
W: www.pembinatrails.ca
975 Dowker Ave. Winnipeg, MB R3T 1R7
P: 204.453.8023 Ext.5012
W: www.pembinatrails.ca/vincentmassey
Logo Signature Sample – Multiple Location:
Heather Eby
Educational Media/Library Consultant, Program Dept.
(Days 2, 5, 6)
181 Henlow Bay, Winnipeg, MB R3Y 1M7
P: 204.488.1767 Ext. 1207
W: www.pembinatrails.ca
Teacher Librarian, Linden Meadows School
(Days 1, 3, 4)
P: 204.489.0079 Ext. 1852
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Text-only Signature
Please use the text-only signature template when replying or forwarding emails. This is also acceptable in
out-of-office notifications, Outlook Web Access, smart phones and other devices that do not permit the use of
graphics. The use of colour in the text-only signature is optional.
Text-only Signature Sample – English:
Text-only Signature Sample – French Immersion
Ted Fransen
Superintendent of Education/CEO
Lise Denis
Vice-Principal/Directrice-adjointe
Institut collégial Vincent Massey Collegiate
Pembina Trails School Division
181 Henlow Bay, Winnipeg, MB R3Y 1M7
P: 204.488.1767 Ext. 1224
W: www.pembinatrails.ca
975 Dowker Ave. Winnipeg, MB R3T 1R7
P: 204.453.8023 Ext.5012
W: www.pembinatrails.ca/vincentmassey
Text-only Signature Sample – Multiple:
Heather Eby
Educational Media/Library Consultant, Program Dept.
(Days 2, 5, 6)
181 Henlow Bay, Winnipeg, MB R3Y 1M7
P: 204.488.1767 Ext. 1207
W: www.pembinatrails.ca
Teacher Librarian, Linden Meadows School
(Days 1, 3, 4)
P: 204.489.0079 Ext. 1852
NOTE: Professional designations
Professional designations may be used by non-teaching employees if it is the culture of communications in
their field of work or there is a need for designations to reinforce professional standing and credibility. The
designation should be written using Arial at 7 point on all documents.
TELEPHONE VOICE MESSAGES
Please consider using the following for your voice messages for the following situations: you are unavailable,
but not away from work; or you are on an extended out-of-office period or vacation. Guidelines also are offered
for use of cellphones.
Work Message
“You’ve reached (your name) at (name of workplace). I am either out of the office or away from my desk.
Please leave a detailed message and I will return your call as soon as possible; or press 0 and you will be
forwarded to the receptionist. Thank you for your call.”
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Extended Out-Of-Office or Vacation Message
“You’ve reached (your name) at (name of workplace). I am out of the office beginning (insert date), returning
(insert date). Please leave a detailed message and I will return your call on my return; or press 0 and you will
be forwarded to the receptionist for assistance. Thank you for your call.”
Cellphones and Texting
Cellphones are a convenience but can be a nuisance, and they come with specific etiquette. Never answer
calls, texts or emails when attending a meeting.
When using a cellphone for work, be sure your voicemail is professional and appropriate. “You have reached
(your name)’s cellphone. Please leave a message and I will get back to you as soon as possible.”
GLOSSARY OF TERMS
CMYK stands for the colours used in most process
printing; cyan, magenta, yellow and black. Full-colour
printing generally refers to printing with percentages
of each of these colours.
JPG is an acronym for joint photographic expert
group. This is a method of compressing a file to
conserve space. Typically a low DPI file, like a JPG,
is used in websites and for emailing purposes.
DPI is an acronym for dots per inch and refers to the
resolution of an image. Typical DPI or resolution for
web or email is 72, whereas a higher DPI of 300 is
required for printed material. High resolution files can
be converted to low resolution ones; low resolution
images cannot be converted to high resolution.
PDF is an acronym for Portable Document Format,
a highly portable file format using PostScript printer
descriptions. It allows for sharing of documents
regardless of the software used to create it.
PNG is an acronym for Portable Network Graphics,
a file format that has a transparent background to
allow it to be placed in almost any document. It can
be used for print and web applications.
EPS is an acronym for Encapsulated PostScript,
a type of file with added restrictions allowing it to
be used as a graphics file format. EPS are selfcontained, predictable images or drawings allowing
them to be placed in PostScript documents.
RGB stands for the colours used mainly on computer
screens: red, green and blue. RGB images never
should be used for professionally printed materials.
If you require professionally printed materials,
please contact the Communications Department for
assistance.
GIF is a format for image files that supports both
animated and static images.
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APPENDIX A
always perform the action. Active voice clarifies
meaning for readers. Read more about active
versus passive voice.
LANGUAGE STANDARDS
FOR WEB CONTENT
• Comply with web accessibility standards. Create
content that can be recognized easily by screen
readers. Headers, links, highlighted text, bulleted lists,
graphics, captions and pull quotes enhance scanning.
Web Writing Style Guide
When writing for the web, remember that web copy
is very different than print copy. Readers scan web
copy quickly, or skim. To create accessible, engaging
content, you need to keep this in mind and use the
following guidelines:
Remember:
• Short sentences
• Short paragraphs (occasionally just one line)
• Short lists or bullet points
• Plenty of headlines
• Plenty of white space
• Heading structure
Write for the audience. Use appropriate language,
tone and organization of content. Avoid jargon,
abbreviations and acronyms. Imagine you are writing
to someone you know.
Use a professional, friendly and approachable tone.
Conversational language will be more accessible to
your audience. See more in the section on “Tone and
Perspective.”
The size, colour and other attributes of heading levels
should be set in the web stylesheet and should not be
edited. Heading levels should be used in descending
order, as though you were writing a book or article.
Be concise. Keep sentences short (20 words or less)
and make sure your language is clear and direct.
Remove words that don’t add value. Contractions
are great and help to keep the content less formal.
Using this analogy, for example:
Heading 1 – Title of the “book”
Heading 2 – Title of the “chapter”
Heading 3 – Title of a sub-section of the “chapter”
Use bullet points as often as possible. Bulleted lists
reduce wordiness and are easier to scan. Limit lists
to ten items or less.
Use heading tags for headings only, not to highlight
other content on your web pages. Overuse
of headings can actually hurt search engine
optimization (SEO) results.
Limit paragraphs to 50-75 words. Also limit paragraphs
to one topic and put white space between paragraphs.
Bold and Italics
• Put important information first. People are scanning
and searching for information. Make it easy for
visitors to find the information they need.
Use bold font for emphasis, to stress a certain word
or sentence. Bold font can be useful in web writing
as it can help to focus the reader’s attention to a
specific, important point.
• Use common words and phrases. Choose keywords
carefully based on the language your readers use.
Use these words and phrases as often as possible,
especially in titles, headers, lists and links. However,
be careful not to overuse keywords – they should be
integrated naturally into the content.
Use bold text rather than italics; italics are easier to
read in print, while bold is easier to read on screen.
Use bold text as little as possible: the formats can be
useful for emphasis, but overemphasis isn’t effective.
Don’t use bold font for full paragraphs.
• Write in the active voice. The subject should
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Don’t use bold font on characters adjacent to the
bold text (e.g. punctuation, parentheses, brackets
and hyphens).
followed by the acronym in parentheses
(e.g. International Student Program (ISP))
Addresses
Use bold (and other forms of emphases) with
restraint. Overuse diminishes the value.
• When used with a numbered address: abbreviate
Ave., Blvd., St., etc. and directional cues (W, E, S,
N); use st, nd, rd and th with street names which are
a number. (e.g. 101 N. Grant St.; 102 S. 10th St.)
Exclamation Marks
Use exclamation marks sparingly. Typically,
exclamation points are used to express extreme
emotion. Someone once said that overuse of
exclamation marks is like the overuse of antibiotics-people become resistant to them.
• When used without a numbered address: capitalize
and spell out the street name or directional cue;
when the street name is a number, spell the
number out in full. (e.g. South Ninth Street)
Tone and Perspective
• Spell out words such as alley, drive and road. (e.g.
605 Woodside Drive)
Second person perspective (you, your, yours) is the
best option for the division’s web copy. Third person
(he, she, him, her, his, hers, it, its) can also be used,
but keep in mind that it is more corporate sounding
than second person. A balance of carefully selected
second and third person perspective can help to
keep the site content friendly and accessible, yet
professional.
Ages
• Always use figures. (e.g. The student is 8 years old.)
• If used as an adjective, the age should be
hyphenated. (e.g. The competition is for 16-year-olds.)
• Don’t use apostrophes in age ranges. (e.g. The
students are in their teens.; Mature students may
be in their 20s.)
CP Style Guidelines for Web Content
• Pembina Trails has adopted the Canadian Press
Stylebook as its standard. Materials are proofread
using the stylebook as a guide.
Grades
• Do not capitalize unless used at the beginning of a
sentence. (e.g. The child is in grade 3.)
• The stylebook is a helpful reference for spelling,
capitalization, punctuation and much more.
• Use the number (3) rather than writing out the
word (three). (e.g. Grade 10 students attended the
workshop.)
• Contact the Superintendent’s Department for
information on how to purchase the Stylebook. A
subscription for the online version is available.
Titles of Reference Works
Abbreviations and Acronyms
• Use quotation marks around titles of books,
songs, television shows, computer games, poems,
lectures, speeches and works of art. (e.g. We
read “The Giving Tree” today.; The band played
“O Canada.”; We talked about Van Gogh’s “Starry
Night” in art class.)
• As a general rule, avoid the use of abbreviations
and acronyms. (e.g. Do not use the acronym PTSD
for Pembina Trails School Division.)
• If using acronyms ensure the name is spelled
out in full the first time it is used on each page,
21
Numerals
• Do not use quotation marks around the names
of magazines, newspapers or books that are
catalogues of reference materials such as
encyclopedias. (e.g. The story was in The
Winnipeg Free Press this morning.)
• Never begin a sentence with a numeral, except
for sentences which begin with a year. (e.g. One
hundred and five students sang.; 2016 will be an
exciting year!)
• Do not underline or italicize any of the above.
• Use roman numerals to describe wars and show
sequences for people. (e.g. World War II; Pope
John Paul II, Elizabeth III)
Dates, months, years, days of the week
• For dates and years, use figures.
• Spell out first through ninth, and use figures for
10 and above when describing order in time or
location. (e.g. Second in line; 10th in a row; Eight
students took part in the first session and 13 in the
second.)
• Do not use st, nd, rd or th with dates. (e.g. Classes
begin Sept. 7.)
• Always capitalize months, and spell out months
unless used with a date. (e.g. Students start
classes in September.; Classes resume on March
29, following the Easter break.)
• When referring to money, use numerals. For cents
or amounts of $1 million or more, spell out cents,
million, billion, trillion, etc. (e.g. $26.52; $8 million)
• When used with a date, only abbreviate Jan., Feb.,
Aug., Sept., Oct., Nov. and Dec.
Punctuation
• Don’t use commas between a year and month; use
commas between a date, month and year. (e.g.
School reconfiguration will be complete in August
2016.; Parents are welcome to attend a Pre-School
Family Fair on April 16, 2016.)
• Use a single space after a period.
• Don’t include an apostrophe after figures when
referring to decades or centuries. Do use an
apostrophe before figures expressing a decade if
numerals are left out. (e.g. The 1980s; The ‘60s)
• Commas and periods go within quotation
marks. (e.g. “Our students work very hard,”
said one teacher. “We are very proud of their
accomplishments.”)
Names
Times
• Do not use Oxford commas (commas before the
conjunction at the end of a series). (e.g. We sell
books, videos and magazines.)
• Use a person’s first and last name the first time
they are mentioned.
• Spell out noon and midnight. (e.g. Intramurals
begin at noon.)
Use courtesy titles as appropriate (e.g. Mr.,
Mrs., Miss, Ms, Principal, etc.)
• Use figures for other times of the day. Use a colon
to separate hours from minutes, but do not use :00.
(e.g. 1 p.m.; 8:30 a.m.)
22
Titles
• Capitalize formal titles when they appear before a
person’s name, but use lower case when they are
informal, appear without a person’s name, follow
a person’s name or are set off by commas. (e.g.
Superintendent Ted Fransen; Ted Fransen is the
superintendent of Pembina Trails School Division.;
In our division, this is our policy.)
23
APPENDIX B
(pixels per inch).
USE OF IMAGES AND GRAPHICS ON THE WEB
Images
• Use image editing software to crop and resize your
image to the size you want it to be on the page.
• Images should enhance the reputation and brand
of the school, department or program. Check
with school administration or the Pembina Trails
Communications Officer if you have questions.
• If your image was supplied to you in CMYK,
convert the colour mode to RGB.
• Resave the image choosing the “optimize for web”
option if available.
• Use images with purpose. It’s often tempting to use
an image just to have one. Use images that relate
to the web page’s subject matter.
• Detailed information about image optimization is
available here.
• Use photos of real people. People are drawn to
people. It’s called Facebook for a reason.
• Copyright may apply. If you want images that are
copyright-free consider taking your own pictures.
These days most people have smartphones or
digital cameras which make taking web-friendly
pictures a snap. Your second option is to find
copyright-free images online.
• Identify students in K–8 by first name only when
using their photograph.
• Students in grades 9–12 can be identified by their
full name in print and on the web, and their full
name can accompany their photo.
• You can use «Advanced Search» in Google
Images Search, choosing «free to use or share»
or «free to use or share, even commercially»
depending on your needs.
• Images should be in focus. Enough said.
• Alter images fittingly. Alterations made to an image
such as framing, shadowing, posterizing, etc., must
reflect the current design and style of the website.
Optimize the images. Resolution and file formats
for web images should be much smaller than for
print images so they load quickly.
Here are examples of free websites where
permissions aren’t needed:
• Flickr, morgueFile, FreeFoto, FreeDigitalPhotos
and Pixabay.
• However, you may need to include a link to the
source and acknowledge the source.
• The three main file formats used are JPG (JPEG),
PNG and GIF.
Clip Art and Other Graphics
• In general, JPGs are used for (rectangular)
photos while GIFs are used for cropped images
with transparent backgrounds, such as logos and
animations.
• Clip art should enhance the reputation and brand
of the school, department or program. Check
with school administration or the Pembina Trails
Communications Officer if you have questions.
• GIF images do not use as many colours as JPGs
and PNGs so the quality is much lower, making
them unsuitable for photos.
• Graphics should add to the point. An appropriate
graphic will add some flavor and enhance the text on
the web page. A poor graphic—disconnected from
the subject matter—will simply confuse the reader.
• Create images with a resolution of 72 ppi
24
• Find free clip art online. Following are some free
source sites:
• clkr and classroomclipart
• Here is a Microsoft Office link to assist your search.
25
APPENDIX C
way to do this is save your email signature to
Outlook so it automatically adds this information to
all outgoing mail).
NETIQUETTE: GUIDELINES FOR
COMMUNICATING OVER PEMBINA TRAILS
COMPUTER NETWORKS
• Be brief, concise and clear. If an email is too long
many users may simply skim the text causing
potential misunderstanding. Respect the recipient’s
time.
• Digital communication plays a large role in our
daily lives. This set of guidelines is intended
to promote and support a positive workplace.
Please follow a digital citizenship practice that
promotes our mission statement – a commitment
to excellence.
• Be aware of the tone of your email. How will
the recipient interpret your message? Will it
come across as friendly? Angry? Welcoming?
Aggressive? Helpful? Defensive? Once you hit that
send button, it’s gone.
Use of Pembina Trails Email Address
• Use your work email address for all work related
correspondence. (Remember all email with your
Pembina Trails email address is considered
corporate record and may be used in court.)
Double-check the “To” Line
• Sometimes autocomplete/autocorrect is too
intuitive and inserts the wrong name in the “To”
line. It is important to double-check who you are
sending the email to before you hit the “send”
button.
• Use your personal email addresses for all
personal/non-work related correspondence.
It’s Like a Letter on Letterhead
• In Pembina Trails there are many “similar” email
addresses and sending to the wrong person can be
a common error. A user’s email is not always their
first initial followed by their last name. Be careful
as we do not want to share private or sensitive
information with unauthorized individuals.
• An electronic message appearing with a Pembina
Trails address, header or signature block is the
equivalent of correspondence on Pembina Trails
letterhead. Please be mindful of spelling and
grammar when sending formal emails.
Use Respectful Language in the
Body of the Message
• When using email groups ensure you know who
exactly is in the group (you can check by placing
the cursor over the distribution list title and right
clicking) before you send.
• When discussing delicate subjects, make a
phone call or meet in person rather than discuss
sensitive matters through an email or text. Emails
are very efficient, but the telephone or face-to-face
conversations promote positive working
relationships.
All Caps is Like Yelling
• In email, texting and instant messaging, the use of
ALL CAPS is considered the equivalent to yelling.
Using Reply All
• Be mindful of the context and adjust salutations to
suit the situation. e.g. An email to parents should
open with “Dear Mr. and Ms.”
• Before clicking “Reply All” consider whether or not
everyone who has received the email needs to
hear your response.
• Close with a signature that includes your full title
and school division contact information (the best
26
Autocomplete (Oops)
email but texts, BBMs or any other mode of
communication using a divisional device.
Autocomplete is a feature that helps finish what is
being typed. Sometimes it completes the word with
an unintended, and embarrassing, result. Read all
communications before sending to ensure you are
sending what you intend to say.
Understand your Email/Device Features
• Learn how to take advantage of the CC or BCC
features, as well as add-ons, etc.
• Not fully understanding these features can cause
the inadvertent sharing of private and confidential
information with unintended recipients.
ATTACHMENTS
• If possible, link to a file location or include the
content in the body of an email. Attachments may
be important, but can contribute to mailbox clutter
and potential confusion with different versions later.
CONFIDENTIALITY STATEMENT
• Include the Pembina Trails confidentiality
statement in all outgoing email.
LOCK IT
• Lock your device when you are not with it. Press
the Windows key and the letter “L” key together to
lock your system.
POLICY
• Please be aware that we are all bound to provincial
legislation and divisional policies. When composing
messages be aware of what you are permitted to
share. All correspondence must be in compliance
with privacy legislation such as FIPPA (Freedom
of Information and Protection of Privacy Act),
PHIA (Personal Health Information Act), as well
as school division policy GBEE (Technology
Acceptable Use Policy for Employees). This
electronic correspondence covers not only
27
APPENDIX D
• When citing references.
ATTRIBUTION IN RESOURCE MATERIALS
• When publishing stories or columns written from a
more personal point of view.
Pembina Trails deeply values the skills, passion
and professionalism of its staff. Among their many
responsibilities is creating content for brochures,
manuals, posters and other resource materials
(digital and print).
3. Acknowledgements: There are many ways to
mark and celebrate the hard work and dedication
of those involved in communications projects.
However, in most cases, acknowledgements
within a brochure, manual or other
communications document are not necessary, and
should not be included.
From time to time staff ask that their name be
included on resource materials to which they have
contributed.
Guidelines
1.Typically, attribution is not included in Pembina
Trails resource or other communications
materials.
• Such materials reflect the broader division and not
the ideas, knowledge or beliefs of any one person.
These materials speak with the larger voice of
Pembina Trails School Division.
• This is a branding issue insofar as the division
is striving for consistency in how Pembina Trails
materials are presented. Most materials do not
include authorship. Various staff may contribute
to a single project and they also are not named.
Developing resource materials is often part of
an employee’s job and as such the division has
exclusive rights to the content unless otherwise
agreed upon.
• Listing the names of contributors as part of the
document dates the publication.
2.Exceptions: There are times when
communications materials may include attribution.
Examples:
• When acknowledging the pro bono work of
contributors not employed by Pembina Trails
School Division.
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December 2016 (V4)