Capital University Brand Guidelines | Capital University, Columbus Ohio


Brand Guidelines

  • We're excited that so many of our stakeholders invest their time and creativity into creating compelling content for Capital. We encourage your ideas and collaboration. Just know that with this freedom comes common sense and responsibility. Below are some guiding principles, practices, and resources that will keep your messaging on point when working with our brand.

    The story is what matters

    When audiences connect with our stories, they meet our brand in a personal way. When composing copy within our media channels, remember that you're a real person. Writing in an authentic, conversational way will make the message more consumable to our audiences. And most importantly, it will bring our brand personality to life. 

    The marks make the message stick

    Don't underestimate the power behind the logos and symbols of our institution. They define who we are. They are generational reminders of the core values we have all shared. It's true that we occasionally refresh or create new ways of looking at them, but we should always remember they are the standard by which we maintain the integrity of our brand. Like a personal signature.

    Image is everything

    As marks establish identity and build integrity, graphics are the clothing we use to present our story. As individuals, we expect that you take stock in your appearance. So why should our institution think differently? Our photos, typography, colors, and graphics set the tone for who we are on the big stage. In a fast-paced world competing for attention.

  • In this section..

    • CU Photo Gallery

      Integrated Communications and Marketing has built a robust image library and retains all the the necessary releases for usage in its publications and marketing for CapitalUniversity. Will will periodically release images for general usage, however, please inquire about our libraries if you are in need of a more specific image in the following categories:    

      • Academics
      • Campus
      • Events
      • Faculty
      • Sports
      • Student Life

      EXTRA: We have a small collection of 1600 x 1200 images for use in a digital presentations or as screen-savers. Download them from our Capital Pride page.

      Bright Photos

      During our last brand refresh, photos were shot purposefully brighter and whiter to create a more stylized look. Photos shot in this manner allow the vibrance of our palette to break through and don't clash with richer, bolder colors used throughout our communications.
      photography bright

      Traditional Photos

      To balance our our more contemporary and stylized photography, we continually add the expected, more traditional shots to our portfolio. These shots are the story-tellers of Capital and range from campus beauty, student life, academic, diversity, and sports.

      Photography Traditional

      Sample Combinations

      Below are some typical usages of photos in context to our University publications.

      Photography Samples

    • CU Fonts

      Our typography is not only the expression of our words, but also the expression of our brand. Sensitivity to the font and style of typeface we choose is one of the most important decisions you'll make when working with the Capital brand. It can can make average words bold and insightful. It can transform a didactic text into an inspirational voice, or make your idea look brighter and smarter to your audience. 

      The following will help you decide how to match type with message. 

      Our main typeface is LinoLetter. It can be used in all instances, including subheads and body copy. When using  LinoLetter , use it in all caps and only for headlines.

      Alternate Web Font: When LinoLetter is not available, use Georgia as a suitable replacement.

      Our secondary typeface is Trade Gothic LT Std. Like LinoLetter, Trade Gothic LT Std. is compelling enough for headlines, and legible enough for large amounts of smaller copy.

      Alternate Secondary Web Font: When Trade Gothic LT Std is not available, Roboto is a suitable replacement.

      Typography samples

      The Tiers of Our Typography

      • Picking the appropriate typeface is just the beginning. Setting the proper hierarchy and combining font weights both play a significant role in making sure our type speaks loud and clear. 
      • Headlines using LinoLetter should always be set in all caps. 
      • All type, from headlines to body copy, should be left aligned, unjustified, with hyphenation turned off. 
      • LinoLetter and Trade Gothic may share the same page or place, but should never be combined within the same headline, subhead, or body text.


      PRIMARY Headlines

      Our headlines should be uppercase Lino Letter Roman 90% of the time. This will create a unique, consistent look across all Capital University publications.

      Headlines Primary

      CASE: Upper case
      SIZE: Large
      WEIGHT: Roman
      Tracking: -50 to -80
      KERNING: By hand

      Note: The serifs may overlap due to the tight tracking and kerning. When this happens, convert the type to outline and use the Direct Selection tool to move the individual points of the serifs so they form one even, curved line between the two letters.

      Secondary headlines

      Less prominent headlines may be done smaller and in lower case.

      Headlines Secondary

      CASE: Sentence case
      SIZE: Medium
      WEIGHT: Roman
      Tracking: -20 to -40
      KERNING: By hand


      Content may be done in either Lino Letter or Trade Gothic. Mix it up - intro text, body text, and callouts don’t have to look exactly the same.



      CASE: Sentence case
      SIZE: Medium or small
      WEIGHT: Roman
      Tracking: -20



      Subheads and content headers need to be bold so the user can scan the content and find what they’re looking for as quickly as possible.



      CASE: Upper case
      SIZE: Medium or small
      WEIGHT: Bold or Bold Condensed
      Tracking: -20 to -40


      Callouts are anything that you want the user to pay attention to that isn’t paragraphs of copy. These could be quotes, bullets, highlights, or numerical information.


      CASE: Variable
      SIZE: Variable
      WEIGHT: Bold or Bold Condensed
      Tracking: -20 to -40

    • Core Colors

      As Capital University, our core colors should dominate all communications, including:

      • Billboards
      • Digital and print advertisements
      • Formal invitations
      • Publication Covers
      • Recruitment materials
      • Website pages


      Purple is the benchmark to Capital's identity and should remain consistent through our publications. It unifies the brand identity and keeps us grounded. The Pantone color system is designed to keep colors honest across multiple applications. We never screen purple in Capital design as it creates variations which render as blue, violet, plum, and lavender.



      Grays seem like background players in design, but they are critical in softening, dividing, and neutralizing content that is exhaustinve on a page. Our Capital gray palette is tempered toward the cool side to compliment the purple. The warmer colors will occur in our supporting colors and vibrant photography. The darker grays are used in typography and foreground elements while lighter grays are best reserved for backgrounds.


      Accent or Secondary Colors

      For balance and flexibility to our communications, our secondary palette helps in keeping the brand fresh for internal audiences. Intended to accent our primary palette, accents should only appear separate from Capital's purple and gray in communication pieces such as:

      • Non-recruitment materials
      • Interior pages of publications
      • Internal communications

      Supporting colors are accents which serve to highlight information, and because we rely so heavily on purple to carry our design themes, they should be used sparingly. Supporting colors should never dominate the overall visual experience and there are times when subjective judgments may apply. 


      Web color vs. print color

      Web and print color is delivered to your eyes though very different methods. Understanding how color works can help you obtain successful color calibration in both print and the web. The mode you work in will be key. Remember that color on the web uses RGB (red, green, blue) and anything dealing with printed material is built in CMYK (cyan, magenta, yellow, black) mode. If this sounds foreign to you, relax. It's really pretty simple.

      Simply put, monitors emit light and paper absorbs light. Computer monitors display color as red, green and blue light at a low-medium resolution usually between 72-75 dots per inch. However, even though printed pieces are built using monitors, print production usually requires the four-color process CMYK in high resolution of at least 300 dpi.

      Although all colors can be achieved by using RGB or CMYK, it is important to remember that many monitors are capable of displaying only a limited range of the visible spectrum. And to make matters more complex, the characteristics of color such as hue, temperature, chroma, and value are sometimes radically different between manufacturers of monitors. Adobe Photoshop is the benchmark software we use when creating and optimizing color for both print and web.

    •  CU Logo Usage 

      Primary Use of Logos

      The graphic above represents the most common and logo usage in two color.

      1. Capital University Law School | Request art
      2. Capital University 2-line Logo | Request art
      3. Capital University 1-line Logo | Request art
      4. Capital University Athletics Logo | Request art


      Color is a fundamental part of Capital University's visual identity. Our colors, particularly in logo usage, are non-negotiable. However, we have created variations for acceptable use and continually introduce our brand to new mediums. Below are some of the more common variations. You may request an official logo for your project here.

      CU Logo Samples

      PANTONE 2685
      C90 M99 Y0 K8
      R51 G0 B114
      WEB: #380982
      C0 M0 Y0 K29
      R190 G192 B194
      WEB: #B1B3B3



      Our logo should always be placed prominently away from other elements such as headlines, body copy and graphics. In the example below, breathing space is achieved by first determining the height of the "U", and then, maintaining that same distance away from any other elements.

      CU breathing space


      Distortion of the logo - especially by stretching or shrinking - is a brand violation and should never happen intentionally. Some mediums, such as user-selected screen resolutions and naturally-occurring optical illusions, are outside of our control. However, starting with an original, vector art file from our marketing department is the best way to ensure success when scalability occurs.
      CU Distorted

      Secondary Logos

      Varsity C Athletics Logo

      The Varsity C Athletics Logo is used for school spirit; more specifically, sports-related materials only. The purple on the Athletics logo is the same as our Capital University and Law School logos. You can get exact color formulas here.

      Varsity C

      The Capital Academic Seal

      The Capital Academic Seal is used only on administrative communications and should not replace the official university logo on promotional communications and marketing materials. Learn more about our Academic Seal.

      CU Academic Seal

    • The Capital University Style Guide, first edition, is the official style book for Capital University marketing and communication. It is written to foster consistency throughout Capital University marketing and communication materials — printed or otherwise.

      It is intended to be a reference of common Capital University terms, usage and punctuation for Capital faculty and staff who produce materials, especially those that promote Capital to its constituencies. It is not intended to replace other style guides used for specific purposes, such as academic papers or research intended for publication in scholarly journals.

      The Capital University Style Guide relies heavily on guidance from two prominent style guides — The Chicago Manual of Style and the Associated Press Stylebook.

      One of the oldest and most comprehensive style guides, the Chicago Manual of Style considers its core constituency to be writers and editors of scholarly books and journals. But it increasingly serves a growing base of users who work with magazines, newsletters, corporate reports, proposals, electronic publications, Web sites, and other nonbook or nonprint documents.

      The Associated Press Stylebook, casually known as “the journalist’s Bible,” considers itself an essential companion to all writers, editors, students, and public relations professionals. It’s a quick, concise A-Z guide to usage, spelling and punctuation primarily for newspaper or news magazine writers and editors.

      The Capital University Style Guide also relies on the educated views of member of the Capital University Communication Team, as well as other respected university style guides (University of Minnesota, University of Colorado at Boulder, Penn State University). It is not intended to be comprehensive. It will be updated regularly as best writing practices and usage evolve.

      In general, it is best to avoid abbreviations in running text. Abbreviations should be used only when your readers are familiar with them. Even then, spell out the full entity or term on first reference. 

      Articles (a, an, and the) with Abbreviations
      Use the appropriate article (a, an, or the) with abbreviations when you would use that article in speech. The choice between using a or an is determined by how the abbreviation is pronounced. Use a when the word that follows is pronounced with a hard h, as in historical. Use an if the word that follows is pronounced with a soft or silent h, as in hour or honor. You generally do not need an article when an abbreviation is used as a noun.

      • She is enrolled in an MBA program.
      • They may be eligible for a HUD grant.
      • The document describes the difference between an HMO and a PPO.
      • LASP researchers designed and built an $88 million satellite for NASA.
      Abbreviations That Stand Alone
      ACT, GPA and SAT are not spelled out. In fact, SAT is no longer an abbreviation; it is a trademark.

      Use appropriate punctuation. Abbreviate “boulevard,” “avenue,” and “street” with numbered addresses. Abbreviate directions (N., S., E., W.) in street addresses. Do not use a comma in addresses listing floors. “Room” is not used in giving locations or addresses. Spell out the names of numbered streets from first through ninth. Abbreviate Ohio (OH) in a block address; spell out in running text.

      Ampersand (&)
      Do not use the ampersand (&) as an abbreviation for and. Use the ampersand only when it is part of an official name of a company, product, or other proper noun, or on covers, web tabs and display matter, at the discretion of the approved graphic designer.

      Dates and Times for Courses in a list or tabular format
      Spell out the day if the course only meets one day:
      Monday 7-9:30 pm

      Abbreviate if the course meets more than one time per week:

      For example:
      M/W/F 2-2:50 pm; T/TR 2-3:15 pm

      Abbreviate degrees with periods and without spaces

      B.A.; M.S.; Ph.D.; M.Mus.; M.M.M.E., M.B.A.; D.Ed.; J.D.; M.D., LL.D. and LL.M. (not L.L.D.) or L.L.M.).

      Pluralize abbreviations of degrees with ’s.

      Ph.D.’s, J.D.’s

      Days of the week
      Spell out days of the week: Monday, Tuesday, Wednesday; not Mon., Tues., Wed.

      Months of the year
      Spell out all months of the year

      United States
      Use periods with the two-letter abbreviation for United States. Do not use periods with the three-letter abbreviation for United States of America. Use the abbreviation U.S. only as an adjective. Spell out United States when it is a noun.
      • The U.S. government is one of the nation’s largest employers.
      • Most of their products were made in the USA.
      • Capital University is home to the largest piece of the Berlin in the United States. 

      Articles a and an before h
      Use a when the word that follows is pronounced with a hard h, as in historical. Use an if the word that follows is pronounced with a soft or silent h, as in hour or honor.

      Dr. Tom Maroukis, a history professor at Capital, will give a lecture on Native American traditions in religion.

      She was awarded an honorary degree in the humanities.

      In general, official names and proper nouns are capitalized.

      Academic distinction Lists — Capitalize Dean’s List, Provost’s List and President’s List.

      Awards, fellowships, grants, prizes and scholarships — Capitalize when referring to the full, formal name of any award, grant, scholarship, prize or fellowship. Lowercase on all subsequent, informal uses.

      Brand names and registered trademarks – Capitalize Dumpster, Kleenex, Band-Aid. When possible, use generic terms such as trash bin, tissue and bandage.
      Breaks – In prose, lowercase breaks, such as spring break, mid-semester break and winter break. Capitalize only holiday names in breaks associated with holidays, such as Christmas break, Thanksgiving break, and Easter break.
      Central Ohio – Capitalize when referring to Franklin and contiguous counties.

      Capitalization in names of degrees conferred at Capital University should match the Capital University registrar’s official degree list. Capitalize when spelling out the formal name of the degree, but it is not necessary to include “degree” after the degree name. If you choose to include “degree” it is never capitalized.

      Bachelor of Science, Master of Business Administration, Bachelor of Arts, Master of Education

      She earned her Master of Music degree from Capital University in 2005.
      She expects to earn her Master of Education from Capital in 2014.

      Lowercase bachelor’s degree, master’s degree, doctorate. Do not capitalize the major.

      Denise Russell completed a B.S. in electrical engineering last May. Her brother earned his Doctor of Musical Arts that same year. Her sister is working on a B.A. in English. Her daughter is working on her bachelor’s degree in communication. (Note that English is capitalized because it is a proper noun. Academic subjects are not capitalized unless they are proper nouns.)

      Abbreviate degrees with periods and without spaces

      B.A.; M.S.; Ph.D.; M.Mus.; M.B.A.; D.Ed.; J.D.; M.D., LL.D. and LL.M. (not L.L.D. or L.L.M.).

      Pluralize abbreviations of degrees with ’s.

      Ph.D.’s, J.D.’s

      Directions/points of the compass — Capitalize geographical terms when they are commonly accepted as proper names, such as Central Ohio. Lowercase in all other uses.

      Department, administrative office and program titles — On first mention, use the full name of the department, administrative office, program, unit or body and capitalize all words except prepositions. On subsequent reference, when only a partial name is used, lowercase. (Chicago Manual 8.67)

      Homecoming – Capitalize when referring to Capital University’s Homecoming. Lowercase in general uses. They celebrated his brother’s homecoming.

      Job and position titles — Capitalize job titles only when they immediately precede the individual’s name or when they are named positions or honorary titles.

      President Denvy A. Bowman was inaugurated in October 2007.
      Denvy A. Bowman, president, was inaugurated in October 2007.
      President Barack Obama announced his plan for bringing the troops home from Afghanistan.
      Barack Obama, president of the United States, announced his plan for bringing the troops home from Afghanistan.

      When a title appears in an address or other display format (such as list of administrators in an annual report), as opposed to running text, the title can be capitalized even if it appears after the name.
      • Jean Warren, Director
      • John Smith, Associate Director
      Seasons of the year, semesters, holidays — spring, summer, fall and winter are lower case, as are semesters: fall 2011, spring 2012, etc. Capitalize religious and secular holidays.

      Student status – Lowercase first-year student, sophomore, junior and senior.

      Titles of works – capitalize all words except prepositions.

      University – Capitalize when referring to Capital University even on second reference: He did this for the good of the University.

      Awards, scholarships, grants and prizes
      Financial aid awards
      Alumni Grants
      Army and Air Force ROTC College Scholarships
      Battelle Memorial Institute Foundation Leadership Scholarships
      Brockman Fellowship
      Capital Connect Grant
      Capital Scholars Program
      Capital University Presidential Scholarships
      Children of Pastors Grant
      Collegiate Fellow Program
      Discover Capital Grant
      Lutheran Heritage Awards
      Music Composition Award
      Music Grants
      Music Participation Awards
      Music Scholarships
      Partners-in-Education Grants
      The Rev. Rufus S. Tarrant Grants

      Employee awards
      Cotterman Award for excellence in academic advising
      Praestantia Award for excellence in teaching
      Stellhorn Award for service to the university

      Student achievement awards
      Dr. and Mrs. Carl Ackermann Alumni Prize (Women)
      Martha Alcock Excellence in Education Award
      Laurance B. Anderson, Jr. Memorial Scholarship Award
      The Stephen M. and Luanne E. Beller Award
      William F. Bernlohr Award
      The Dr. Boyd Bowden Student Athletic Trainer of the Year
      Merle D. Brown Award
      Joseph A. Brunetto Award
      James & Marlene Bruning Student Research and Publication Award
      Chemical Department Outstanding Senior Student
      Clio Award for Excellence in History
      William “Cozy” Cole Scholarship
      Mr. and Mrs. George L. Conrad and Dorothea Conrad Music Award
      Virgil H. Dassel Award
      Mary Margaret Donnan Award
      Dwight and Barb Fouch Douce Award
      Solomon Dutka Memorial Award
      Sandra Edlund Flutist Award
      Steve Esposito Scholarship Award
      Steve Esposito Professional Development Award
      Faculty Leadership Award (Men)
      Faculty Leadership Award (Women)
      Financial Executives Institute Award
      Karen Jeanne Foster Keyboard Performance Award
      Clovis Frank Award in the Humanities
      Ruth Friscoe Composition Award
      Robert M. Geist Award
      Hilmar G. Grimm Award
      Hammarskjold International Studies Award
      Hatton Award for Excellence in Spanish
      Heyman-Bernlohr-Eckert Scholarship Award
      Josephine T. Hickey Award
      Adelaide Hinkle Undergraduate Prize
      O. H. Hoversten Christian Business Ethics Award
      Institute of Internal Auditors Accounting Excellence Award
      The Kenneth R. Keller Award
      Kohler Capital Study Abroad Endowment Fund
      Charlotte S. Kuchlewski
      John Landrum Award
      Armin Langholz Prize
      Legacy Scholarship Award
      Kenneth J. Martin Award
      The Rev. John W. Mattern Alumni Prize (Men)
      McEwan Landscape Art Award Fund
      Military Science and Leadership Award
      Monnier-Lisko Award
      Allene Montgomery Prize
      Ruth S. Neikirk Award
      The Distinguished Nurse Leader Award
      Outstanding Senior Philosophy Thesis
      Outstanding Senior Religion Thesis
      Outstanding Student Leader Award (Men)
      Outstanding Student Leader Award (Women)
      The Nancy B. and Nicholas J. Perrini Award
      Ann Bogue Pratt Award
      Presser Foundation Scholarship
      Jennifer K. Saylor Award
      Nellie Patrick Schoonover Award
      S. A. Singer Memorial Award
      The Gene Slaughter Award
      The Timothy E. Swinehart Award
      The Symphony Club of Central Ohio Scholarship Award
      Tau Pi Phi Award
      To King Kwan Teacher Education Award
      To Wong Pui Teacher Education Award
      Marie Walck Memorial Music Award
      Lauren R. Weed Theatre Prize
      Ross B. Wildermuth Prize in Mathematics
      Women of the ELCA Award

      Buildings, classroom, recital hall and lounge names
      Admission and Welcome Center
      Alumni House
      Blackmore Library
      Battelle Hall of Science and Nursing
      Bernlohr Stadium
      Cabaret Theatre
      The Capital Center
      • The Capital Center Performance Arena
      • The Capital Center Field House
      Capital Commons
      The Capital Green
      Capital University Apartments
      Center for Health and Wellness, located in the Kline Building
      College Avenue Residence Hall
      Conservatory of Music
      Cotterman Hall
      Convergent Media Center
      Crist Room
      Cru Brew Café
      Denvy A. Bowman Diversity and Inclusion Center
      Freudeman Patio (Admission and Welcome Center)
      Harry C. Moores Student Union
      Honors House
      Huber-Spielman Hall
      Huntington Recital Hall
      Kable Chapel
      Kerns Religious Life Center
      Kline Building
      Langevin Atrium (in the Admission and Welcome Center)
      Lohman Complex
      Loy Gymnasium
      Mees Hall
      Memorial Gateway
      The Mezz
      Mettee Bridge of Learning, Room 260, Learning Center
      Moe Lounge
      One Main Café
      Otto C. Meyers Service Center, where Facilities Management offices are located
      Radio Studio – WXCU, Radio Free Capital
      The plaza – Formerly known as The Plaza at Mound Street. Now simply called the plaza.
      Renner Hall
      Reflections fountain, the water feature, located on the plaza, funded primarily out of a significant gift from former Trustee Robert J. Weiler. It was completed in 2009.
      Ruff Memorial Learning Center (Learning Center on second reference)
      Saylor-Ackermann Hall
      Schaaf Hall
      Schneider Conference
      Schneider Multipurpose Room
      The Schumacher Gallery
      Stegemoeller Lounge, located in Kerns Religious Life Center
      Television Studio, home to Skyline Columbus
      Troutman Hall
      Weiler Conference Suites
      The Wilbur Crist Rehearsal Room. Crist Room is acceptable on second reference.
      Yochum Hall

      Centers, councils and institutes
      Adoption Institute
      Center for Computational Studies
      Center for Excellence in Learning and Teaching
      Council for Ethical Leadership
      Center for Faith and Learning
      Greek Council
      Kodály Institute at Capital University
      FYLaw (stands for Family Youth Law Center, formerly the National Center for Adoption Law and Policy at Capital University Law School)
      Summer Science Institute
      Summer Session

      (From CU-Boulder) CU-Boulder style is to omit periods from abbreviations of academic degrees. When the abbreviation may be unfamiliar to the reader, we recommend either using the familiar generic degree (such as BA, BS, MA, PhD, MBA) along with the subcategory spelled out, or spelling out the entire degree.

      Note: Capitalize when spelling out degrees: Bachelor of Science, Master of Business Administration; but lowercase bachelor's degree, master's degree, doctorate. Do not capitalize the major.
      Denise Russell completed a BS in electrical engineering last May. Her brother earned his Doctor of Musical Arts degree that same year. Her sister is working on a BA in English.
      (Note that English is capitalized because it is a proper noun.)

      Abbreviate academic degrees after names only when mention of the degree is necessary to establish someone’s credentials. In most cases, this abbreviation will be limited to those with a terminal degree.

      It is acceptable to precede a name with a courtesy title for an academic degree when that person has earned a terminal degree. If the person’s name is preceded with a courtesy title, do not follow the name with an abbreviation for the degree in the same reference.

      Graduation Year with Degree
      When including a graduation year with a degree, abbreviate the year, add an apostrophe, and include a space between the year and the degree. Do not set off in parentheses.

      Lecture Series

      Gerhold Lecture in the Humanities
      Edward L. and Mary Catherine Gerhold established the Mary Catherine Gerhold Annual Lecture in the Humanities at Capital University to promote peace and human understanding through higher education. Past lecturers include A.S. Byatt, author of the Booker Prize-winning Possession, and Tracy Kidder, Pulitzer Prize winner and author of Mountains Beyond Mountains. Funds from the endowment also support symposia, conferences, study projects and other scholarly activities in Mrs. Gerhold’s honor. The couple also established an endowed chair in the humanities at Capital. They were longtime Bexley residents, and Edward Gerhold was a lifelong Lutheran. The Gerholds were awarded honorary alumni status in 1996. Gerhold lecturers have been:
      Author, visual artist, composer and computer scientist Jaron Lanier – 2012
      Pulitzer-Prize Winning Author, Illustrator Art Spiegelman – 2011
      Booker Prize Winner Michael Ondaatje – 2010
      Booker Prize-Winning Author A.S. Byatt – 2009*
      Pulitzer Prize Winner Tracy Kidder – 2007

      The 2008 Gerhold Lecture in the Humanities was canceled due to severe weather.

      Time, date, place
      Spell out months of the year in print and online. Abbreviate months of the year following AP Style only when there are space constraints. Use numerals only to indicate the date, and do not add superscripts such as rd, st or th. Omit the use periods with a.m./p.m. in web writing to create a cleaner look and to avoid spacing issues.

      (print): The concert will take place at 6 p.m. Monday, January 24, in Huntington Recital Hall.
      (web): The performance will be given at 8 pm Monday, January 24, in Mees Hall.

      Exception: Time stamps indicating when content was added to the web will follow this format: 1/24/11

      Spell out all months of the year in print and online. Abbreviate in accordance with AP Style only when there are space constraints.

      Days of the week
      Spell out all days of the week. Do not abbreviate.

      Time of day
      Follow AP style and use figures except for noon and midnight. Use a colon to separate hours from minutes: 11 a.m., 1 p.m., 3:30 p.m. Omit the use periods with a.m./p.m. in web writing to create a cleaner look and to avoid spacing issues.

      Follow AP style and do not put a 12 in front of either.

      Administrative offices/academic departments
      As a general rule, administrative functions take place in offices. Academic functions take place in departments. For example, students who wish to pay their bills should go to the Office of Finance, but students studying finance are taught by faculty in the Department of Finance, which is organized under the School of Management and Leadership. The only exception to this rule is the Department of Public Safety in deference to standard practice in the law enforcement community.

      Use “Office of” and “Department of” on first reference and in formal uses. Capitalize names of administrative offices and academic units because they are formal names.

      The Office of Admission will host the Collegiate Fellowship Scholarship Competition at noon Monday, January 24, in the Admission and Welcome Center. Students should check in at the Admission Office upon arriving on campus.

      The Board of Trustees honored faculty members in the Department of History for having four books published in one semester

      Admission (not Admissions)

      Athletic/Athletics – Athletic is an adjective. Athletics is a noun. Use Athletics when referring to the collective, and Athletic when referring to one team.

      Example: Capital’s largest athletic team is the football team. Dawn Stewart is the director of Athletics.

      Communication vs. communications (need more research)

      Toward (not towards)

      Advisor vs. Adviser
      A Google search yielded 456 million results for “advisor” and 64 million results for “adviser,” indicating advisor is a more common spelling. The group did not reach consensus, so further research and discussion is needed.

      Acting vs. interim
      Use acting when referring to someone who is filling the position temporarily while its permanent holder is still employed by the University but is serving temporarily in another capacity. Use interim when referring to someone who is filling a position temporarily because it is vacant.

      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) when referring to a woman who has attended a school.
      Use alumni when referring to a group of men and women who attended a school.

      Use alum(s) only when referring to the specific chemical compound or the class of chemical compounds.

      Abbreviations and acronyms
      A few universally recognized abbreviations are required in some circumstances. And in an academic setting with multiple governance bodies, committees, and work groups, others are acceptable depending on the context. But in general, avoid alphabet soup. When using abbreviations or acronyms that the reader would not quickly recognize, spell out on first reference and immediately follow with the abbreviation or acronym in parentheses. Use the abbreviation or acronym in all subsequent references.
      Example: The National Center for Adoption Law and Policy at Capital University Law School (NCALP) seeks to improve the law, policies, and practices associated with child protection and adoption systems. NCALP research efforts seek to demonstrate the methods by which foster care and adoption processes can be improved.

      An acronym is a word formed from the first letter or letters of a series of words. An abbreviation is not an acronym. Some general principles:
      • Before a name: abbreviate titles when used before a name: Dr., Gov., Lt. Gov., Mr., Mrs., Rep., the Rev., Sen., and certain military designations, in accordance with AP style. 
      • After a name: Abbreviate junior or senior after an individual’s name (do not precede with a comma). Abbreviate company, corporation, incorporated and limited when used after the name of a corporate entity.
        Right: John Smith Jr. 
        Wrong: John Smith, Jr.
      • Abbreviate academic degrees after names only when mention of the degree is necessary to establish someone’s credentials. In most cases, this abbreviation will be limited to those with a terminal degree.
      • With dates or numerals, use the abbreviations A.D., B.C., a.m., p.m. (for Web writing see Time of day), and No. Do not abbreviate days of the month. Only abbreviate months if there are space constraints.
        Right: In 450 B.C.; at 9:30 a.m., in room No. 216
        Wrong: Early this a.m., he asked for the No. to the room where the lecture was being given.
        Right: Early this morning, he asked for the number to the room where the lecture was being given.
      • In numbered addresses, abbreviate avenue, boulevard and street except when used on formal invitations, such as an inauguration.
        Right: The president of the United States lives on Pennsylvania Avenue. The president of the United States lives at 1600 Pennsylvania Ave. 
      State abbreviations
      Following are the state abbreviations, followed by the postal code abbreviations:
      Ala. (AL)
      Ariz. (AZ)
      Ark. (AR)
      Calif. (CA)
      Colo. (CO)
      Conn. (CT)
      Del. (DE)
      Fla. (FL)
      Ga. (GA)
      Ill. (IL)
      Ind. (IN)
      Kan. (KS)
      Ky. (KY)
      La. (LA)
      Md. (MD)
      Mass. (MA)
      Mich. (MI)
      Minn. (MN)
      Mo. (MO)
      Mont. (MT)
      Neb. (NE)
      Nev. (NV)
      N.H. (NH)
      N.J. (NJ)
      N.M. (NM)
      N.Y. (NY)
      N.C. (NC)
      N.D. (ND)
      Okla. (OK)
      Ore. (OR)
      Pa. (PA)
      R.I. (RI)
      S.C. (SC)
      S.D. (SD)
      Tenn. (TN)
      Vt. (VT)
      Wash. (WA)
      W.Va. (WV)
      Wis. (WI)
      Wyo. (WY)

      Fax (no caps)

      United States
      Use periods with the two-letter abbreviation for United States. Do not use periods with the three-letter abbreviation for United States of America. Use the abbreviation U.S. only as an adjective. Spell out United States when it is a noun.
      • The U.S. government is one of the nation’s largest employers.
      • Most of their products were made in the USA.
      • Capital University actively recruits student from outside of the United States.

      Board of Trustees
      The Capital University Board of Trustees is the governing body for the institution. It establishes the University’s general policies, and it approves the acquisition and investment of funds and the acquisition and disposal of property. The board also elects the university president. Its membership consists of community and business leaders, the university president and clergy affiliated with the Evangelical Lutheran Church in America. Trustees are elected by the board and serve a four-year term with a maximum of four consecutive terms. The board currently has 28 members. Capitalize when referring to Capital’s governing body.

      Hyphenate but do not capitalize the word e-mail in print (unless it is the first word in a sentence). Consistent with best practices is web writing, do not hyphenate on the web.

      In general, confine capitalization to formal titles used directly before an individual’s name. Lowercase and spell out titles when they are not used with an individual’s name, and set them off with commas when they immediately follow an individual’s name. Avoid placing long titles before an individual’s name.

      Names of Capital University
      Use Capital University and Capital University Law School on first reference. On subsequent references, Capital, the University (capitalize the “U”), Capital Law School or the Law School. When possible, avoid Cap or Cap Law. Never use CU as an abbreviation for “see you” or for any other purpose.

      Colleges and Schools
      the College (do not capitalize “the” unless it is at the beginning of a sentence.
      Capital University consists of the College and the Law School. The College consists of five schools:
      • The College, which comprises five schools: School of Communication and Conservatory of Music; School of Humanities; School of Management and Leadership; School of Natural Sciences, Nursing, and Health; and School of Social Sciences and Education
      • Capital University Law School

      Office names:
      The former Office of Residence Life and Housing will now be called the Office of Residential and Commuter Life, and the former Office of Community Service and Student Programs now will be called the Office of Student and Community Engagement. April 2, 2012

      One word.