College of Charleston Brand Manual - Visual Identity and Style Guide

BRAND MANUAL VISUAL IDENTITY AND STYLE GUIDE Volume 2 UPDATED April 2010

College of Charleston Division of Marketing and Communications 843.953.6462 marketing@cofc.edu marketing.cofc.edu

MESSAGE FROM THE PRESIDENT Dear Campus Community, The College of Charleston is an exceptional institution of higher learning. We strive for the highest standards in our academics, our research, our campus life, our student activities, our facilities and our professional conduct.

The College also strives to achieve the highest standards of excellence in our communications to all of our stakeholders and audiences – current and prospective students, their families, our alumni, the community, legislators, donors, business partners, media, peer institutions and, of course, our own faculty and staff. In every communication, we must always present the College as a first-class university with a clear sense of mission and direction. Our brand and our visual identity, as expressed in this manual, are critical elements in maintaining and enhancing our high standards.

Our “brand” is who we are as an institution. It is the unique promise we make to each person who engages with the College of Charleston about what they can and should expect. It is the image we project, and how that image affects the way people feel about us. Maintaining a strong brand – and with it, a strong reputation and a strong presence in the marketplace of ideas – is therefore of the utmost importance.

It requires communicating the remarkable and compelling qualities of the College of Charleston in a consistent, effective and clear manner at all times.

The standards and guidelines contained in this manual are meant to help us communicate the qualities of our excellent faculty, staff, programs and facilities.

These standards provide continuity as new programs and initiatives are developed, and offer a reference point for the development of consistent and high-quality marketing and communications materials.

Each school, division, department and office of the College is responsible for complying with these guidelines and applying these standards correctly. I fully support the direction and guidelines contained in this document and expect them to be reflected in all College of Charleston communications. If you need help in understanding or applying any of the guidelines in this manual, the Division of Marketing and Communications will be happy to assist you.

Thank you for helping to ensure that the College of Charleston brand, and consequently the College of Charleston itself, remains effective, vital and strong.

P. George Benson President

i

College of Charleston Brand Manual

HOW TO USE THIS MANUAL One key to enhancing the visibility and reputation of the College of Charleston is a consistent and reliable approach to our marketing and communications. Consistency in the look and content of our communications materials provides a recognizable and memorable presence for the College in the minds of the people and organizations with whom we seek to communicate.

Each department, office and program on campus will have varied needs and goals when producing marketing materials for print, Web, advertising and promotions. But we also must be careful to consider, and not contradict, the overall messages and mission of the College. This manual outlines how to use the foundational elements of the College’s brand, style and visual identity to achieve your goals and, at the same time, clearly communicate that each unit of the College is part of a strong, cohesive and first-class institution of higher learning.

This manual contains guidelines governing the proper and consistent use of the College of Charleston’s brand story, key messages, wordmark, colors and typefaces. It explains how to apply these guidelines to print materials, websites, signage, stationery and other marketing and communications materials. This manual also includes a comprehensive style guide to ensure that written materials are consistent and accurate. This manual is designed to be a reference book, in which users can turn directly to the relevant chapter.

Therefore, some key components are repeated in several of the chapters, so that no matter which chapter is being referenced, each is self-contained. In addition, the text and templates covered in the print edition of the manual can be found on the Web at marketing.cofc.edu/brandmanual.

This manual establishes a basic foundation for developing marketing and communications materials, but the College acknowledges that these standards cannot address every situation that may arise. Therefore, the manual also includes contact information for the Division of Marketing and Communications, whose staff can answer specific questions. As this is an early edition of the manual, there may be errors or omissions. You are invited to submit your suggested corrections and changes to the Division of Marketing and Communications by e-mailing marketing@cofc.edu. An updated edition of this manual will be issued each academic year, or as needed.

The standards outlined in this manual should be followed for all communications and marketing materials produced by any unit of the College. If materials are found not to conform to these standards, the department or office producing the materials will be required to take corrective actions.

College of Charleston Brand Manual

ii

Contents Message from the President............................................... i HOW TO USE THIS MANUAL....................................................... II Chapter 1 Information and Resources....................................................... 1 Frequently Asked Questions.................................................................. 2 General Procedures................................................................................. 4 Project Assistance.................................................................................... 6 Media Relations....................................................................................... 7 Strategic Communications and Event Marketing................................ 12

Chapter 2 Brand Foundation........................................................................... 13 Brand Story............................................................................................... 14 Brand Promise.......................................................................................... 15 Positioning and Brand Messaging......................................................... 16 College Mission Statement.................................................................... 19 Core Values............................................................................................... 20

Chapter 3 Wordmark Guidelines and Examples...................................... 21 College of Charleston Wordmark.......................................................... 22 Standard Configuration.......................................................................... 24 School Configurations............................................................................. 25 Examples of Unit, Office and Department Configurations................. 26 Unacceptable Usages............................................................................. 27 Minimum Size and Proportions.............................................................. 28 Alternate Marks and Symbols................................................................ 29 Co-Branded Communications............................................................... 30 Trademark and Licensing....................................................................... 30 College of Charleston Seal..................................................................... 31

Chapter 4 Visual Identity..................................................................................... 33 Color Palette............................................................................................. 34 Type Families............................................................................................ 36 Print Examples.......................................................................................... 39

iii

College of Charleston Brand Manual

Contents

(CONTINUED)

Chapter 5 PRINT AND MARKETING STANDARDS................................................ 41 Stationery.................................................................................................. 42

Standard Letterhead and Envelopes..................................... 42

Department/Office Letterhead and Envelopes.................... 43

Business Cards.......................................................................... 44

Standard Invitations................................................................. 45

Mailing Labels........................................................................... 46

Fax Cover Sheet........................................................................ 47

Notepads................................................................................... 48

Note Cards................................................................................ 49

Employee Name Badges......................................................... 50

Event Nametags....................................................................... 51 PowerPoint Presentations........................................................................ 52 Photography............................................................................................. 53

How to Use Photography in Publications.......................................54

Consent of Photographed Subjects...................................... 55

Copyrighted Photographs...................................................... 55 Advertising............................................................................................... 56 Campus Signage..................................................................................... 57 Television ID Mark................................................................................... 59 Promotional Items and Merchandise.................................................... 60

Chapter 6 Athletics Identity.............................................................................. 61 Athletics Colors........................................................................................ 62 Athletics Logo System............................................................................. 63 Athletics Stationery.................................................................................. 64

Chapter 7 Web and Electronic Communications................................... 65 General Website Standards.................................................................... 66 Mass and Graphic-Rich E-mail............................................................... 70 Social Media............................................................................................. 72 E-Mail Signatures..................................................................................... XX

Chapter 8 Style Guide............................................................................................ 73 College of Charleston Name................................................................. 74 College of Charleston Descriptive Text ............................................... 75 Administrative and Professional Titles.................................................. 76

College of Charleston Brand Manual

iv

Contents

(CONTINUED)

Names of Departments and Offices...................................................... 78

Academic Divisions.................................................................. 78

Academic Departments / Programs....................................... 78

Administrative and Non-Academic Offices........................... 80 Names of Buildings and Campus Landmarks...................................... 82 Common Grammar and Style Terms..................................................... 88 Charleston Terms..................................................................................... 93 Academic Degrees ................................................................................. 95 Numbers................................................................................................... 96 Punctuation Guide................................................................................... 99

Chapter 9 COLLEGE HISTORY................................................................................. 101 College of Charleston: A Brief History.................................................. 103 College of Charleston Presidents and Founders................................. 104 College of Charleston Timeline............................................................. 105 Significant Alumni . ................................................................................. 106

Chapter 10 OFFICIAL STATEMENTS......................................................................... 109 Accreditation Statement......................................................................... 110 Legal Statements and Disclaimers......................................................... 111

Equal Opportunity Policy......................................................... 111

Affirmative Action Statement.................................................. 111

Non-Discrimination Clause..................................................... 111

Notice of Availability of Annual Security Report.................. 112 Confidentiality of Student Records ...................................................... 113

v

College of Charleston Brand Manual

Chapter 1 Information and Resources In this manual, you will find everything you need to use the College of Charleston wordmark, visual identity and brand message correctly. This manual is, at its essence, a toolkit. It is not designed to inhibit creativity or expression; it is meant to provide a solid, standardized foundation upon which all departments, programs and units can build their marketing and communications plans and materials.

Brand manuals are used by colleges, universities, businesses and other organizations around the world to achieve clear and consistent communication. Our manual will help the College of Charleston present its messages in a manner that people will both respect and remember.

This manual is available as a website and as a downloadable PDF that can be viewed using Adobe Acrobat Reader on a Mac or a PC. The complete file – or individual pages – can be printed. The website is marketing.cofc.edu/brandmanual.

All designs developed by internal units of the College, or by outside vendors, should be submitted to the Division of Marketing and Communications to ensure consistency with the standards within this manual. For questions about standards or to request review of a design, contact the Division of Marketing and Communications at marketing@cofc.edu or 843.953.6462.

College of Charleston Brand Manual

1

Frequently Asked Questions What is a brand?

A brand is a statement of shared beliefs about who we are, how we’re different and why we’re special. We use that statement of shared beliefs to form the basis for all of our marketing and communications. A strong brand helps us demonstrate our common purpose and identity. It enhances the College of Charleston’s reputation, sets us apart from our competitors, creates awareness and

student chooses us, whether a world-class scholar decides to join the faculty, whether a foundation awards a major grant or whether a donor funds a facility or endows a scholarship.

A strong brand and visual identity unifies our communications and helps them create positive attitudes and opinions. The consistent application of our brand, visual identity and style differentiates the College of Charleston from similar organizations and expresses

establishes relevance with our audiences. It is not just what we say about the College, it is also what other people say, feel and believe about the College. At its heart, our brand is our promise to our constituents and stakeholders about the complete experience they will have when they engage with the College of Charleston. Each of us is responsible for keeping and strengthening the promises we make to our current and prospective students, alumni, parents, community, donors and our many other constituents.

the College’s unique qualities in a way that creates a clear, positive and memorable impression. No matter what part of the College we represent, our primary brand is always the College of Charleston.

Why are we “branding” the College of Charleston?

Branding is the process of using marketing and communications to influence attitudes toward, and perceptions of, our brand.

Every day, thousands of people see communications and marketing materials from the College of Charleston: business cards, correspondence, brochures, admissions materials, reports, magazines, websites, presentations, event invitations, posters, forms and applications, building and vehicle signs, apparel and gift items. Each and every one of these items represents the College of Charleston and forms the basis for people’s long-lasting attitudes and opinions about the College. These opinions affect actions – whether an excellent prospective

2

How DID we SELECT the elements of the College of Charleston Brand?

The elements of the College of Charleston brand and visual identity were not selected arbitrarily. The wordmark, brand story, key attributes, colors, fonts and visual identity derive from a rigorous, campuswide process of research, discussion and collaboration. A task force composed of more than 35 faculty, staff and students reviewed new and existing research and, based upon the research findings, made decisions regarding the College of Charleston’s desired institutional image and reputation, key messages and graphic identity. For information about this process, please visit the Integrated Marketing and Communications Task Force website at www.cofc.edu/marketing/taskforce.

What is a visual identity and style guide?

A visual identity and style guide provides clear procedures for achieving an effective, high-quality and consistent presentation of College of Charleston print and electronic

College of Charleston Brand Manual

Frequently Asked Questions materials, publications, advertising and websites. These standards encompass proper use of the College wordmark, the College’s official fonts and colors, and best-practice design standards for College marketing and communications. The elements of the brand story and visual identity will appear in publications, advertising, stationery, business cards, press releases, photography and other visual communications, websites and licensed and trademarked products.

Why Does the College Need visual identity and Style Guidelines?

All of the marketing and communications materials the College generates provide particular information. At the same time, each piece also projects an overall image of the College. Visual identity and style guidelines unify our communications and help make this image clear, consistent and intentional. These standards also increase the overall quality of printed pieces and make the production of marketing items easier, faster and less costly.

What Role Do I Have in the College of Charleston Brand?

Whenever you communicate with others as a member of the College of Charleston community, your materials, and your words, either strengthen or weaken the College of Charleston’s public image. This is an effect of both the specific information you provide as well as the clarity, tone, style and professionalism with which the information is presented. If the College of Charleston is to be recognized as a first-class university, our marketing and communications materials must be of the highest quality. Thus each of us is responsible for maintaining the high standards of our brand promise.

College of Charleston Brand Manual

(CONTINUED)

How Do We Build a Strong Public Image?

The key to a strong image is clarity and consistency. When our communications clearly convey the same overall message, they work in concert – communications and marketing projects from different units reinforce each other. When our communications are visually integrated, they present our diverse institution as a well-organized, singularly focused whole.

And when our communications are of a high caliber, they convey that the College of Charleston provides students an educational experience that also is high caliber.

Can I CONTINUE TO USE AN existing logo, MARK OR GRAPHIC for my department, OFFICE or unit?

As noted in the previous question, one very important key to a strong brand is consistency. If everyone at the College of Charleston uses a different mark or symbol to represent their department, office or unit, then that consistency is lost. Departments, offices and units are therefore not permitted to develop visual identity systems, marks, logos or graphics that are divergent from the College’s core visual identity, which includes the College wordmark and color palette, as well as the athletics marks.

How Does the VISUAL IDENTITY AND style guide Help Each Unit?

If everyone at the College of Charleston communicates clearly and consistently, the College becomes more recognizable, which strengthens not just the institution as a whole, but individual programs within the College.

This recognition and positive public image benefits us all.

3

General Procedures The Division of Marketing and Communications is responsible for managing the university’s brand, communications style and visual identity. The Division of Marketing and Communications sets branding, marketing and visual identity policies and oversees the efforts of internal and external individuals and organizations that communicate the university’s message and identity, including all academic, non-academic and administrative units, as well as commercial vendors.

All print materials, websites, advertising, media communications and other marketing and communications materials produced by College of Charleston employees should be reviewed for compliance with branding and visual identity standards before being printed, produced, published or distributed. Upon review, if marketing and communications materials produced by campus offices or departments are not in compliance with the guidelines and standards contained in this manual, the Division of Marketing and Communications will outline the appropriate modifications.

All queries regarding branding, marketing, media relations and usage of the College of Charleston’s visual identity should be directed to the Division of Marketing and Communications at 843.953.6462, marketing@cofc.edu, or through the online staff directory at marketing.cofc.edu/contact.

College of Charleston WORDMARk To request a copy of the official College of Charleston wordmark or any of the graphics contained in this brand manual, e-mail your request to the Division of Marketing and Communications at marketing@cofc.edu.

To request a custom wordmark for your office, department or unit, with the unit name imbedded into the wordmark, e-mail your request to marketing@cofc.edu. Complete guidelines for using the College of Charleston wordmark can be found in Chapter 3.

College of Charleston Seal Use of the College of Charleston seal is restricted to specific official documents, signage and certain merchandise. The seal should never be used as a substitute for the wordmark. For questions on the use of the seal, please refer to Chapter 3 or contact the Division of Marketing and Communications at marketing@cofc.edu.

4

LETTERHEAD AND ENVELOPES College of Charleston official letterhead and envelopes can be obtained from Central Stores. Under no circumstances should any department or unit of the College design its own letterhead. For instructions on ordering and obtaining College letterhead and envelopes, please refer to Chapter 5.

Business Cards College of Charleston business cards are produced using a standard template and standard paper specifications. Under no circumstances should any employee of the College produce a College of Charleston business card without using the Collegeapproved vendor and specifications. For instructions on ordering business cards, please refer to Chapter 5.

College of Charleston Brand Manual

General Procedures printing and copying The College maintains a central Copy Center, located on the fifth floor of the BellSouth Building, 843.953.5924, which can accommodate most small- and large-quantity copy needs. All copying requests must be sent to the Copy Center. If they are unable to accomplish the work, they will have the work done for you or release you to send your request to the Office of Procurement.

The College of Charleston maintains a cooperative printing agreement with the MUSC Print Shop, 843.792.2591, for your printing needs. If your order does not exceed $2,500, you may place your order using an IDT. It is recommended that you use a Printing Specification Form and obtain multiple quotes on all print requests, because pricing may vary significantly among vendors.

Printing Specification Forms may be obtained from the procurement office.

Departments requiring printing services outside of the capability of the Copy Center or MUSC, and exceeding $2,500, should contact the procurement office for purchase guidelines. These purchases will be solicited according to the State Printing Manual and State Printing Standards, using the Printing Specification Form. Departments must attach the appropriate specifications to a standard Request Form.

For information on print bidding procedures, please contact the procurement office at 843.953.5510 or on the Web at cofc.edu/procurement.

College of Charleston Brand Manual

(CONTINUED)

Imagery/Photography The Office of College Publications maintains a repository of campus photography (a limited amount is online at cofc.edu/about/ photogallery), which is accessible to College offices for use in publications, websites and print materials. The office also can arrange for original photography for your event or publication.

To request photography services, fill out the Photography Request Form at marketing.cofc.edu.

Website For questions regarding the website, please refer to Chapter 7 of this manual.

Apparel/Merchandise Individual units of the College are responsible for ensuring that vendors producing apparel or merchandise have, if necessary, followed the trademark and licensing guidelines detailed in Chapter 3. Gifts and other official merchandise from licensed vendors can be purchased through the College of Charleston Bookstore.

Co-Branding Co-branding involves the use of both the College of Charleston wordmark and another organization’s logo on the same materials.

Care should be taken in these instances to not diminish or obfuscate the College of Charleston identity. For questions about when and how to co-brand materials, and for review of co-branded materials produced by other organizations, please e-mail your request (with an electronic copy of the project, if appropriate) to marketing@cofc.edu.

5

Project Assistance The Division of Marketing and Communications is composed of experienced staff members with expertise in marketing, media relations, publications, writing, design, advertising, website creation and other communications. The staff is here to help the College of Charleston and its departments and programs achieve their marketing and communications goals. The staff can handle projects from start to finish, or can provide advice, recommendations and consultation.

In most cases, there is no charge for marketing and design services, but units are responsible for photography, print and production fees. Cost estimates will be provided before work begins.

The Division of Marketing and Communications should always be contacted regarding the following: • Media relations (before any information is released to media concerning internal or external matters that affect the College) • Advertising review, prior to publication • Signage review (interior and exterior) The Division can also assist with the following: • Strategic marketing plans, communications plans, brand management and review • Marketing communications materials (newsletters, magazines, invitation packages, brochures, pamphlets, booklets, mailing envelopes, catalogs, signs) • Editorial assistance (writing, re-writing, copyediting) • Media relations (press releases, limited video production) • Advertising plans and placement • Event materials and consultation • Direct-mail promotions and solicitations • Electronic and Web-based marketing solutions, including social media • Vendor recommendations for printing, photography and design To request assistance, visit our website at marketing.cofc.edu.

6

College of Charleston Brand Manual

Media Relations The Office of Media Relations, an office within the Division of Marketing and Communications, is the primary contact and information source for print, online and broadcast news media and media-related issues. The media relations staff welcomes the opportunity to work with faculty and staff to publicize the achievements, initiatives and work of the College community. The Office of Media Relations can provide advice and guidance to employees about best practices used to send and share news, and how to respond to media questions.

The Office of Media Relations is responsible for developing communication strategies, disseminating news, responding to requests for expert commentary and providing information to the media about College of Charleston people, programs, events and activities. The office also advises faculty and administration on policy issues that affect public perception of the College.

The Office of Media Relations should be contacted before any information is released to the media concerning internal or external matters that affect the College. The senior director of media relations serves as the College of Charleston’s general media spokesperson. For information, visit the website at marketing.cofc.edu/divisionoffices/mediarelations.

Media Relations Services The Office of Media Relations serves the campus community by increasing public awareness of the College and enhancing the image of the institution. The office assists divisions, departments and offices in effectively communicating information about programs, awards, achievements, news and events. The Office of Media Relations provides the following services:

• Coordination of interviews and media visits for faculty, students and staff • Coordination of press conferences and other media events • Preparation and dissemination of College press releases • Assistance with opinion/editorial writing, talking points and remarks • Publicity for College events, speakers, activities, awards, honors and achievements • Management of crisis communications and media responses • Publication of the College of Charleston Experts Guide for media • Campus distribution of current media summaries and maintenance of the news archives • Print and broadcast media training for faculty and staff • Management of the Hometown News program, which enables students to send news of graduation, achievements and honors to their hometown newspapers

Press Releases All press releases, statements on behalf of the College and media notifications – with the exception of sports information, which is supervised by Athletics Media Relations – must be released through the Office of Media Relations. The office works with media outlets on a daily basis and has established relationships with reporters and editors; thus, it is more effective for the media to work with the Office of Media Relations as a central campus contact.

A request to write and issue a press release for an event or announcement must be made at least two weeks (one month preferred) prior to the event date or announcement date. The request can be made by calling or e-mailing the media relations office. Contact information is

College of Charleston Brand Manual

7

Media Relations

(CONTINUED)

available on the website, marketing.cofc.edu/divisionoffices/mediarelations.

When requesting a press release, please include as much information as possible: details of date, time, place, program content and background information for speakers. Inform media relations about the type of audience you are trying to attract to the event. If you have a special publication you would like to see your story/event sent to, please submit the name of the publication(s) and contact information if available to you.

When you submit an idea, remember the Five Ws: who, what, when, where, why. Answer the Five Ws and you provide the office with a good start in developing the background and story pitches to the media. If you submit photographs, you must include the names of everyone who appears in the image and credit the photographer.

All press releases issued through the Office of Media Relations are written in Associated Press style. All press releases will end with the following standard College of Charleston identifier: The College of Charleston is a public liberal arts and sciences university located in the heart of historic Charleston, South Carolina. Founded in 1770, the College is among the nation’s top universities for quality education, student life and affordability. With more than 11,000 students, the College of Charleston offers the distinctive combination of a beautiful and historic campus, modern facilities and cutting-edge programs.

Guidelines for the News Section on www.cofc.edu All news releases drafted and/or approved by the Office of Media Relations will appear on the news section of the College of Charleston website, however due to space constraints, only five may be featured on the home page.

The news items featured on the home page are driven by timeliness and their appeal to the widest possible audience, including the media, general public and prospective students. The Office of Media Relations staff uses their expert judgment to ensure the news releases that appear are the most relevant to these important audiences. The following guidelines determine which news stories will be featured on the College of Charleston home page.

First priority is given to administrative announcements and news; information that would appeal to the community and prospective students; information about College-wide initiatives and programs. The starting date, duration and ending date will be determined by the Office of Media Relations.

Second priority is given to upcoming events, programs and services that are catering to the College community. The starting date, duration and ending date may vary based on the quantity of the other similar news releases and the event or program’s actual date. There is no absolute guarantee that all news releases in this category will be displayed on the College of Charleston home page.

Every effort will be made to post second priority news releases to the home page for at least 24 hours, however the Office of Media Relations cannot make this a guarantee.

The Office of Media Relations will continue to post other timely issues and events of interest to the news page of the College of Charleston website. This includes campus and general community news as well as faculty, staff and student achievements.

8

College of Charleston Brand Manual

Media Relations

(CONTINUED)

OPINIONS, EDITORIALS AND LETTERS TO THE EDITOR Opinion/editorial articles (often called op-eds) normally appear on the page opposite a newspaper’s in-house editorials and letters to the editor. Op-eds serve many roles. They can be informative, serious, satirical or light-hearted; they can spark a debate, highlight a neglected point of view or offer a new perspective on a current issue of interest. A timely, well-written and provocative piece can establish the writer as an expert on a particular topic and, at the same time, enhance public recognition for the author and the College’s academic programs and research. The College encourages faculty and administrators to write and submit op-eds, which showcase our faculty’s expertise to the public and demonstrate the College’s involvement in the community.

Editors at large newspapers and magazines receive hundreds of submissions each week, and must weigh several factors when choosing which to publish. The criteria include the article’s quality, timeliness, freshness of viewpoint and the number of articles already published on the topic. Priority is often given to a publication’s regular columnists. The Office of Media Relations can assist you with determining length, content and style of op-ed articles. Please contact the Office of Media Relations as early as possible in the writing process. If your op-ed is rejected at one publication, don’t be discouraged. You may have success at another publication or with another subject in the future.

Op-Ed vs. Letter to the Editor Letters to the Editor generally respond to something previously published in the paper, or an issue that is currently in the news. They are much shorter than op-eds – a few paragraphs instead of several hundred words. Writers often express a personal viewpoint and do not have to be writing as experts or as representatives of institutions. If what you have to say is short, or offers another view of the newspaper’s coverage of an issue, you may consider submitting a Letter to the Editor. The College encourages Letters to the Editor, which showcase our faculty’s expertise to the public and demonstrate the College’s involvement in the community.

USE OF COLLEGE TITLE OR AFFILIATION Op-eds and Letters to the Editor must be submitted to the newspaper or magazine with your name, address and phone number. If you are expressing a personal point of view on an issue not related to the College or your professional position, it is not appropriate to include your College title or affiliation. Your College of Charleston title or affiliation should be included only if your academic and/or professional credentials, or your position at the College, is relevant to the op-ed or letter’s subject.

If there is the possibility of confusion about whether you might be speaking on behalf of the College, it will be necessary to specifically indicate you are speaking as a private citizen and not as a representative of the College. The Office of Media Relations can help clarify these situations, and faculty and staff are encouraged to contact the Office of Media Relations for advice and guidance.

If your op-ed or letter is published, the Office of Media Relations or the President’s Office may receive queries about the opinions of faculty or staff and how they relate to the College’s official

College of Charleston Brand Manual

9

Media Relations

(CONTINUED)

position, if any, on a particular issue. In order to be prepared to respond to such inquiries, the Office of Media Relations requests faculty and staff to send a courtesy copy of any letter or oped that includes College affiliation or title to the Office of Media Relations prior to submission to the newspaper or magazine. This policy is not intended to require faculty to seek approval before writing op-eds or letters or to subject the content of such editorials or letters to College approval. The College asks only for the courtesy of timely notice and respect for decisions made by the President and our Board of Trustees designating those who are authorized to officially speak for the College.

Tips for Writing an Op-Ed The successful op-ed writer functions much like a journalist, but with a strong opinion about the subject matter. Unlike some traditional academic writing, most op-eds should be written with the conclusions or strongest statements in the first two or three paragraphs. As an expert, the op-ed writer should not hesitate to forcefully state his or her opinions right away, and then back them up with strong subsequent paragraphs.

When writing an op-ed piece, keep in mind that your audience is the general readership of the newspaper, not experts on a given subject. Briefly explain words or phrases that may be unfamiliar to readers.

Op-eds are different in style and tone from journal articles and other forms of academic writing. Here are a few suggestions for writing successful op-eds from The New York Times: • State an opinion. By definition, op-eds are statements of opinion on controversial matters of public interest. Argue your side strongly; don’t hedge, equivocate or defer.

• Get to the point. State the central thesis of your op-ed in one sentence near the beginning of your piece – usually no further down than the third sentence.

• Structure your piece logically. You should begin with a provocative or original thought that

grabs readers and attracts them to read the rest of your piece. Then state your thesis. Then provide supporting evidence or elements of your argument. Last, conclude with a fresh angle or new point that clinches your argument with a single, cohesive message. For example, if you’ve devoted your piece to a public policy failure, the conclusion is a good place to offer the solution.

• Keep it simple. Write simple, declarative, informal sentences. Compose paragraphs of one to

four sentences, rarely more. Use quotations sparingly if at all. Attribute if you must, but keep

titles as short as possible.

• Keep it short. Most newspapers won’t consider op-eds longer than 750 words. Lincoln’s

Gettysburg Address was 269 words. A concise, to-the-point 500 words is infinitely preferable

to a meandering, meaningless 1,000 words.

• When possible, entertain. Don’t be afraid to try a little humor, tell a good anecdote or

otherwise liven up your copy.

The first thing that will be considered when you submit your op-ed piece is the relevance of its topic for the particular newspaper. For this reason, you should choose your op-ed topic wisely, according to the following suggestions:

10

College of Charleston Brand Manual

Media Relations

(CONTINUED)

• Be timely. Op-eds discuss current news. “Current” means tomorrow, today or this week, not

last month. If you have an opinion on a topic that surfaces in the news periodically, it’s a good

idea to write the bulk of your piece in advance, then “top” it with whatever the most current

news on the matter happens to be.

• Bring in a local connection to a national issue if possible.

• Be original. It’s fine to write about topics that already receive a lot of coverage, but you

need to have an original, fresh or provocative angle if you expect to see your piece in print.

Alternatively, you may enjoy success with a topic that hasn’t been extensively covered, but

may be equally or more important to readers.

• Consider your audience. Newspapers are intended for a mass audience. As a result, you will

have the most success with a topic that is important or meaningful to a large number

of people from many different walks of life. If you’d like your piece to appear in a national

newspaper, write about an issue of national significance; if you’d like it to appear in South

Carolina newspapers, focus on a South Carolina issue.

• When deciding on your topic, narrow your scope to something that pertains to the

readership of that paper.

• Make your argument accessible to a general audience, not just an academic one.

• Don’t just attack other groups; make your own point about an issue.

• Know something about the paper you are sending your piece to and the type of pieces they

print, and adjust accordingly.

• Check the newspaper’s guidelines for their rules regarding op-eds. Some papers will only

print your op-ed if it has not been sent to another paper.

• Contact the Office of Media Relations for information and assistance.

• Do not use profane language or commit libel.

College of Charleston Brand Manual

11

STRATEGIC COMMUNICATIONS AND EVENT MARKETING The Office of Strategic Communications conceives, plans and directs marketing and communications strategies to increase awareness of new and existing programs, events, and initiatives at the College of Charleston. The office also manages the campus master calendar and is the primary contact for location scouting for commercial film, television and photography at the College. As part of the Division of Marketing and Communications, the Office of Strategic Communications collaborates with other areas throughout the College to facilitate the following: • graphic design for print materials (programs, invitations, posters, postcards, fliers, banners) • management and marketing of the campus master calendar • design, production and strategic use of branding and identity materials • strategic marketing and communications plans • location scouting for commercial film, television and photography • social media and Web marketing • marketing campus venues • recommendations for speakers College CALENDAR The Office of Strategic Communications manages the College’s Web-based master calendar, an easy-to-use tool for posting and promoting events on the College of Charleston website. The calendar includes detailed descriptions and information about each event, including the time, location, room number, map links, e-mail links, website links and other important details. The calendar supports photographs, podcasts, video and more. Visit the College’s home page at www.cofc.edu to submit an event to the master calendar.

BRANDING MATERIALS Strategic use of branding materials at campus events – press conferences, speaker forums, commencement, convocation, athletics events, etc. – promotes and reinforces the College of Charleston brand in the public eye, particularly in the media, which, in turn, helps to build a stronger regional and national identity for the College, increases support for programs and initiatives and instills a sense of pride in the institution and its mission.

The Office of Strategic Communications can design and produce a variety of branding materials featuring the College of Charleston wordmark, including backdrops, banners, flags, signs, lecterns and more. The office can also assist with designing and ordering brand materials specific to divisions, departments, centers, events and initiatives.

LOCATION SCOUTING The College of Charleston boasts a spectacular range of locations for commercial film, television and photography. From neoclassical 18th- and 19th-century architecture to 21st-century contemporary design, the College offers settings dating back to 1785. The campus is most accessible during spring, summer, fall and winter breaks, and other holidays; however, the College welcomes commercial productions to contact the Office of Strategic Communications year round for potential locations. For further information regarding the Office of Strategic Communications, please visit marketing.cofc.edu.

12

College of Charleston Brand Manual

Chapter 2 brand foundation Disseminating the College of Charleston’s brand to the widest audience, in the most effective manner, requires that we consistently communicate the essence, the heart and the character of the College. The brand story, positioning statement, key messages, College mission and core values form this essence. They remind us that, at its core, the College of Charleston is an academic institution of the highest quality. There are many ways in which we can and should tell this story.

The College of Charleston brand story provides the framework for telling the many specific stories of the institution. The brand story establishes the defining traits of the College of Charleston. It gives us focus, helps us remember who we are and forms the basis for the content of all our communications.

The brand story is our internal statement of who we are and why we are unique. Rather than publishing the entire brand story, each unit of the College should use the brand story as a guide to creating effective marketing and communications. Relevant aspects of the story should be expanded and extrapolated, quantified and discussed in detail and illustrated with specific examples and photographs. Each unit of the College of Charleston should find the appropriate way to expand upon the brand story and to illustrate it with detailed examples that reflect the overall brand.

How the brand story is used will depend on the audience, its unique needs and desires and the medium through which the story is told. But the picture that is created, stroke by stroke, is one of an exceptional institution that transforms lives. The Division of Marketing and Communications can work with individual units of the College to extract the relevant sections of the brand story and turn them into a short and memorable brand promise statement that adapts the brand story for your target market.

College of Charleston Brand Manual

13

Brand Story In 1770, even before the nation was founded, the framework for a university was established in Charleston, South Carolina – a new institution, established in what is today one of the oldest and most historic cities on the North American continent.

Founders of the university included three future signers of the Declaration of Independence and three future signers of the Constitution of the United States.

From just a handful of students who excelled in the study of Greek and Latin languages and demonstrated extraordinary proficiency in the arts and sciences, today’s College of Charleston welcomes nearly 12,000 undergraduate and graduate students from South Carolina, all 50 states and more than 60 countries around the world.

These students discover a beautiful, historic campus that is an integral part of the life and culture of Charleston. They learn that the College of Charleston is intimately and inextricably connected – historically, socially, academically and economically – to the City of Charleston. The city becomes a cherished part of our students’ lives as a beautiful place to study and learn, and a place to become part of a community.

As they live and work in one of the greatest cities in the world, our students share the same hopes and dreams: They want to discover themselves, find out what they can achieve and create their own future. At the College of Charleston, they learn how to make that happen.

In the great liberal arts tradition, which focuses on discovery and personal growth as well as preparing for life, work and service in our society, students at the College of Charleston actually leave one life behind and enter another. In this new world, they learn about themselves, their lives and the lives of others. They learn how to shape their own future and prepare themselves for today’s world – a world in which they are informed, ready and equipped to create change and opportunity.

At the College of Charleston, students learn how to succeed and grow, both inside and outside the classroom. This comes from a rigorous exposure to the arts, sciences and humanities, and from dedication to achievement in education, business and other professional careers. It comes from exceptional opportunities to pursue knowledge and conduct research at the undergraduate and graduate levels. It comes from a vibrant and enriching campus life that provides meaningful opportunities to become engaged and involved, to make a difference and to become a leader.

At the College of Charleston, learning is an active, involving experience. Our faculty guide our students in their quest to develop new skills and talents, to master their selected disciplines and to learn how to apply their knowledge in the pursuit of their life goals.

As a College of Charleston student, you have extraordinary choices in what to study, what to learn and what to explore. You work with exceptional professors who love to teach, who are focused on student growth and who help you succeed. You work harder than you imagined, but you aren’t alone. Everyone is working with you.

At the College of Charleston, you stretch. You surprise yourself. You learn what matters.

Each student comes into the College of Charleston his or her own way. Each graduate leaves enriched, transformed and connected to the world. This is the legacy of learning at the College of Charleston. You change. You grow. You learn how to build a life.

If you are curious about the world around you ... if you are a good thinker ... if you believe that college is an opportunity to learn about what really matters so you can build a life that is creative and fulfilling ... you should be looking at the College of Charleston.

14

College of Charleston Brand Manual

Brand Promise The brand story presents the general framework for communicating the College of Charleston brand. We use the brand story as an internal reference, and as a tool for creating brand messages and promises for specific audiences.

A brand promise distills the brand story and orients it to address the needs and desires of a particular audience. It presents clearly, succinctly and definitively what an individual can and should expect from the College of Charleston. Examples of brand promise statements are below.

College of Charleston Brand Promise The College of Charleston is an exceptional institution. Among the first universities founded in the United States, the College is centered around a beautiful campus in the heart of Charleston, South Carolina, one of the nation’s most historic cities. Blending a small-college feel with the advantages of a mid-sized urban university, the College of Charleston offers extraordinary opportunities for undergraduate and graduate study that is rigorous and rewarding, with faculty who love teaching and care deeply about student success.

Brand Promise to Prospective Students At the College of Charleston, you will live and study at one of the nation’s best universities for quality education, student life and affordability. You will have extraordinary choices in what to study, what to learn and what to explore. You will work with exceptional professors who love to teach. You’ll change, you’ll grow and you’ll succeed. You’ll learn how to build your life.

As with the brand story, the brand promise will guide your communications. In your marketing and communications materials, the particular aspects of the promise that are relevant to your audience should be expanded upon with specific examples. For assistance in creating a brand promise statement for your audience, please contact the Division of Marketing and Communications at marketing@cofc.edu.

College of Charleston Brand Manual

15

POSITIONING AND BRAND MESSAGING College of Charleston’s messaging strategy is designed to shape and influence perceptions of external audiences. This strategy should always produce a single, general image that conveys how the College of Charleston occupies a unique position among higher education institutions. Below is the College of Charleston’s positioning statement.

The College of Charleston, founded in 1770 and located in the heart of historic Charleston, South Carolina, is an exceptional university where students are afforded extraordinary opportunities for rigorous study and rewarding campus life, and where faculty love to teach and care deeply about student success.

The College of Charleston is large enough to provide a rich academic environment and complete student life experience, yet small enough to personalize the college experience for our students. No other university has the unique combination of College of Charleston’s exceptional faculty, diverse programs, historic campus, coastal location, modern facilities and cutting-edge programs.

For this strategy to be successful in conveying this image, we must simply • share the truth about the College of Charleston, • take the highest possible ground in sharing our unique qualities, and • be specific.

BRAND ATTRIBUTES Brand attributes are words that we want our target audiences to associate with the College of Charleston. We use these words and phrases to reinforce what we know to be true about the College, and to help our constituents understand the essence of our brand character. The College of Charleston’s brand attributes include the following adjectives: • historic • challenging • rewarding • coastal • urban • Southern • active • caring • personal

16

College of Charleston Brand Manual

POSITIONING AND BRAND MESSAGING (CONTINUED)

key messages Within the framework of the brand story and using the brand attributes, communications and marketing efforts should reinforce the College’s key messages, listed below.

• The College of Charleston, founded in 1770, is an institution of exceptional quality.

• The College is a public liberal arts and sciences university.

• The College is a forward-looking institution that retains a deep sense of history and tradition.

• The College is ranked by national college guides among the nation’s best universities for quality education, student life and affordability.

• College of Charleston alumni express a significant degree of satisfaction with their college experience.

• The College offers exceptional opportunities for study in both undergraduate and graduate programs.

• The College of Charleston is first and foremost a teaching institution. Classes are taught by professors, not teaching assistants.

• No matter what discipline they select, every College of Charleston student receives a very strong liberal arts and sciences education.

• The College has exceptional success in preparing students for, and placing them in, jobs and graduate and professional schools.

• A low student-to-faculty ratio means that students receive individual attention.

• College of Charleston faculty are focused on student success.

• College of Charleston faculty do more than teach; they act as guides for students, helping them achieve their goals. The relationships among faculty and students make the College a place that transforms lives.

• Many universities talk about hands-on research, but the College of Charleston is a leader, encouraging students in all disciplines to work on, or create, their own research projects.

• The College blends a small-college feel with the advantages and diversity of a mid-sized university.

• The wide array of courses, interdisciplinary learning and research offer learning opportunities that are rigorous, involving and exciting at both the undergraduate and graduate levels.

• The College of Charleston is in the midst of expansion and improvement of many key facilities that will enrich the student experience.

College of Charleston Brand Manual

17

POSITIONING AND BRAND MESSAGING (CONTINUED)

• The College’s location in, and strong ties to, the City of Charleston – world renowned for its history, culture, architecture, natural resources and coastal environment – make it unique and provide substantial opportunities for research and learning.

• The College provides a rich and diverse campus life experience in which students can choose from more than 150 student organizations as well as intramurals, student government, Greek life, student media and multicultural, political and religious groups.

• The College strives to make community service an integral part of its students’ education.

• The College is a member of the NCAA Division I Southern Conference, and sponsors teams in 20 intercollegiate sports.

ELEVATOR SPEECH An elevator speech is designed to capture the essence of a brand in a short statement, one that could be made during an average elevator ride. The College’s elevator speech is derived from its positioning statement and can be used to quickly communicate our message to a variety of audiences.

The College of Charleston is a nationally recognized public liberal arts and sciences university located in the heart of historic Charleston, South Carolina. Founded in 1770, the College is among the nation’s top universities for quality education, student life and affordability. No other university has the unique combination of College of Charleston’s exceptional faculty, diverse programs, historic campus, coastal location, modern facilities and cutting-edge programs.

18

College of Charleston Brand Manual

college mission STATEMENT The following statement is the official mission statement of the College of Charleston.

The College of Charleston is a state-supported comprehensive institution providing a high-quality education in the arts and sciences, education and business. Consistent with its heritage since its founding in 1770, the College retains a strong liberal arts undergraduate curriculum. Located in the heart of historic Charleston, it strives to meet the growing educational demands primarily of the Lowcountry and the state and, secondarily, of the Southeast. A superior-quality undergraduate program is central to the mission of the College.

The College of Charleston seeks applicants capable of successfully completing degree requirements and pays particular attention to identifying and admitting students who excel academically. The College of Charleston serves a diverse student body from its geographical area and attracts students from national and international communities. The College provides students a community in which to engage in original inquiry and creative expression in an atmosphere of intellectual freedom. This community, founded on the principles of the liberal arts tradition, provides students the opportunity to realize their intellectual and personal potential and to become responsible, productive members of society.

In addition to offering a broad range of baccalaureate degree programs, the College provides an increasing number of master’s degree programs, which are compatible with the community and the state. As a prominent component of the state’s higher education system, the College encourages and supports research. Its faculty are important sources of knowledge and expertise for the community, state and nation. Additionally, the College provides an extensive credit and non-credit continuing education program and cultural activities for residents of the Lowcountry of South Carolina.

This Mission Statement (also called the Statement of Purpose) has been approved or revised by the Board of Trustees of the College of Charleston on March 12, 1986; January 16, 1991; February 15,1994; and July 13, 2006.

College of Charleston Brand Manual

19

CORE VALUES Members of the College of Charleston community affirm, embrace and are held accountable to the following core values: Integrity Adherence to the highest ethical standards in all our professional obligations and personal responsibilities.

Academic Excellence Commitment to a dynamic intellectual community, high academic standards, strong academic programs and a high-quality faculty of engaged and engaging teacher-scholars.

Liberal Arts Education Dedication to a liberal arts and sciences education that encourages intellectual curiosity and fosters each student’s ability to think creatively and analyze, synthesize, apply and communicate knowledge from many sources.

Respect for the Individual Student Devotion to the intellectual, ethical and social development of each student.

Diversity Commitment to a globally oriented and diverse academic community.

Community Commitment to compassion, mutual trust, respect, civility, collegial shared governance, teamwork and the general welfare of the institution and the individual.

Public Mission Commitment to our social responsibilities and to serving the educational needs of the state of South Carolina and our community.

20

College of Charleston Brand Manual

Chapter 3 Wordmark GUIDELINES AND EXAMPLES Our new visual identity system is the product of a rigorous process involving extensive research on the College and the City of Charleston. Every element reflects an important aspect of the College and its surrounding community.

The College of Charleston and the City of Charleston are inseparable. The history of Charleston has profoundly shaped the College’s identity, and the presence of the College remains integral to Charleston’s future.

The wordmark reflects this relationship by using a slightly diminished but calligraphic of to bridge the words College and Charleston. The elongated f in of locks both planes together visually. At the same time, the C of Charleston has been slightly enlarged to seat the C of College.

The College is continuing to explore a potential graphic symbol to work as a unit with the wordmark. If it is decided that a graphic symbol is to be used, we will issue a revised brand manual to reflect its inclusion as part of the visual identity.

College of Charleston Brand Manual

21

COLLEGE OF CHARLESTON WordMark The College of Charleston wordmark is the College’s sole brand identifier, replacing all other logos, symbols and identifiers used in the past. No other logos, symbols or marks – with the exception of the Athletics Department marks and the occasional, approved use of the official College of Charleston seal – may be used by administrative or academic units to represent the College of Charleston. No section or part of the wordmark may be separated out and used to create a new wordmark, visual identifier or mark.

The new wordmark system supersedes all logos and artwork created by various units of the College. The official wordmark should be the only symbol used on College of Charleston print materials, websites, communications and other materials. The deadline for phase-in of the new College of Charleston wordmark on all materials, and the elimination of other logos, was June 30, 2009. The following guidelines are intended to protect that identity and prevent the proliferation of alternative identities that can undermine the College of Charleston brand.

The standards outlined in this section must be followed for all marketing and communications materials. If materials are found not to conform to the standards herein, the department or office producing the materials will be required to take corrective steps, including disposing of printed materials that do not follow the branding and visual identity standards. If there is any doubt about compliance, please contact the Division of Marketing and Communications for review, prior to the production of your project, at marketing@cofc.edu. using the college of charleston wordmark The appropriate wordmark must appear on all print materials produced by any unit of the College. It is acceptable for offices and departments of the College to use the College wordmark by itself, with the appropriate school identifier, or with the individual unit, program, office or department identifier.

The only modification to the wordmark should be the authorized addition of the appropriate school, department, office, center, institute, program or group name.

Individual schools, departments or offices may not create their own logo or visual identity, nor may they alter the wording, configuration or appearance of the College of Charleston wordmark. Doing so diminishes the College’s efforts to present a coordinated and professional appearance and creates confusion in the public mind about whether an entity is part of the College of Charleston.

To request a copy of the College of Charleston wordmark or custom wordmark for your office, department or unit with the unit name embedded into the wordmark, e-mail your request to marketing@cofc.edu.

22

College of Charleston Brand Manual

COLLEGE OF CHARLESTON WordMark (CONTINUED)

PROPER CONFIGURATION OF THE college of charleston wordmark The wordmark must be used in the authorized configurations shown in this manual. It should appear prominently on all marketing and communications materials produced by any office, department or unit of the College. Below is the primary version of the wordmark.

It will be appropriate in some instances to reinforce the history of the College of Charleston to audiences who are unfamiliar with the institution. In these cases, the wordmark with the addition of the words Founded 1770 may be used in place of the standard wordmark. In most cases, the wordmark with Founded 1770 need only be used in the most prominent placement (e.g., the front cover of a booklet) and the standard wordmark may be used for other placements (e.g., the mailing panel or back cover).

College of Charleston Brand Manual

23

Standard Configuration

100% Black

100% Black

100% PMS 188

100% PMS 188

white reversed out of PMS 188

white reversed out of PMS 188

24

College of Charleston Brand Manual

SCHOOL CONFIGURATIONS The College recognizes the need for various units to be identified and thus has created guidelines for custom signatures to be incorporated into the College of Charleston wordmark, allowing the wordmark to be supplemented with the names of the schools, academic and administrative units, centers and institutes, and student clubs and organizations.

To ensure consistency in the creation of these wordmarks, entities on campus should request a College of Charleston wordmark for their unit by e-mailing a request to marketing@cofc.edu.

College of Charleston Brand Manual

25

Examples of unit, office and DEPartment CONFIGURATIONs

26

College of Charleston Brand Manual

unacceptable usageS Only use the wordmark as provided in solid PMS 188, solid black or white. Do not use reverses or screens of 188 or black, or try to watermark the wordmark. Do not surround the wordmark with any graphics, symbols, letters or words. Do not attempt to place or connect any graphics, symbols or words adjacent to the wordmark so that they appear to be part of the wordmark. Do not attempt to create your own custom wordmark with a unit, department, office or program name; the Division of Marketing and Communications will create a custom wordmark for you.

College of Charleston Brand Manual

27

MINIMUM SIZE AND PROPORTIONS The wordmark should not be smaller than 1.0625" wide x 0.275" high in any usage.

0.275"

1.0625"

1.0625"

28

College of Charleston Brand Manual

ALTERNATE marks and symbols The new wordmark system supersedes all logos and artwork created by various units of the College and should be the only symbol used on College of Charleston print materials, websites, communications and other materials. Individual schools, departments or offices may not create their own logo or visual identity, nor may they alter the wording, configuration or appearance of the College of Charleston wordmark. Doing so diminishes the College’s efforts to present a coordinated and professional appearance and creates confusion in the public mind about whether an entity is part of the College of Charleston. request for exemption The College of Charleston wordmark must be prominently placed on all printed materials, electronic materials and websites created by or in support of the College’s academic and administrative units, as well as on all advertisements, invitations and educational materials.

If there are extreme mitigating circumstances, you may apply for an exemption from this rule.

Your request will be reviewed by the Division of Marketing and Communications, and you will receive a response within 30 days. Before applying for exemption, consider these questions: • Can your unit use the College of Charleston wordmark with an individual unit identifier?

If the answer is no, you will be asked to explain how using the College of Charleston wordmark with unit identifier would substantially inhibit your program or group from achieving its goals.

• Can you use the overall graphic look (i.e., photos, design) of your marketing and communications materials to project a unique identity for your program, while still including the College wordmark? If the answer is no, you will be asked to explain why using the College wordmark will confuse stakeholders and key audiences.

• Is your unit funded, in whole or part, by the College of Charleston? If yes, you will be asked to explain why the College’s overall identity and position would not be diminished by a separation of your unit from the College’s brand identity.

• Does including the College of Charleston wordmark violate laws, contractual agreements or regulations imposed by an external agency?

• Does your program involve other agencies or external interests that would not be adequately represented by the College wordmark?

In deciding whether to approve your exemption, the division will consider • whether your group’s mission is consistent with, and a part of, the College’s core mission; • whether your target audience(s) is/are the same as the core College audience(s); • whether public perception would clearly be enhanced by your unit’s separation from the College; and/or • whether your dean, director or department head supports your request to use a separate identity.

To apply for an exemption from the College of Charleston’s wordmark policy, please e-mail your request to marketing@cofc.edu.

College of Charleston Brand Manual

29

CO-BRANDED COMMUNICATIONS Partnerships or legal agreements between outside organizations and the College of Charleston, its schools and its departments increase our exposure and build brand equity for the College.

It is therefore important to maintain brand consistency in the marketing and promotion of these partnerships. When producing a co-branded communications piece, each organization’s logo should be of equal size. The College of Charleston wordmark should appear first and follow the usage guidelines in this manual. Use of logos of partnering organizations should follow their guidelines.

TRADEMARK AND LICENSING In order to protect the College of Charleston from unauthorized or improper use of the College’s wordmark, logos, seals, symbols, athletics marks and other proprietary identifiers, the College has trademarked these identifiers and licenses them exclusively through its licensing partner, The Collegiate Licensing Company.

All vendors who use the College’s trademarks on merchandise must be licensed. Vendors who have access to electronic files of the institution’s trademarks are required to obtain approval through the licensing program on all designs and products that are produced bearing College trademarks.

Use of the College of Charleston wordmark, graphic marks and names on merchandise produced for resale by any vendor (including but not limited to gifts, apparel, supplies, etc.) requires that the vendor license the appropriate mark and/or name from The Collegiate Licensing Company. Under no circumstances should the College’s wordmark or symbols be provided to an external vendor who has not followed the licensing procedure.

All purchases made exclusively for internal consumption (i.e., products purchased for the exclusive use of a College department or student group, and that are not resold for a profit) are exempt from royalty obligations.

The College may pursue legal remedies for unauthorized use of its trademarked and licensed identifiers. If there is any doubt about the proper procedure, please e-mail your question to the Division of Marketing and Communications at marketing@cofc.edu.

Vendors who need information on how to license the College’s wordmark, graphic symbols and identifiers may log on to The Collegiate Licensing Company website, www.clc.com.

30

College of Charleston Brand Manual

COLLEGE OF CHARLESTON SEAL The seal of the College of Charleston is derived from the City of Charleston’s seal, which was adopted in 1783. The College’s seal was approved by the Board of Trustees on March 23, 1843, and features the Latin phrases Sapientia Ipsa Libertas (Knowing Itself Is Liberty) and Ædes Mores Juraque Curat (She Cares for Her Temples, Customs and Rights). The seated woman holding the scepter is described as a personification of Charleston and evokes an image of the city deriving its livelihood from the sea and prepared to defend itself. She is shown presenting a laurel wreath to a young man holding a diploma in front of a classroom building. The dates 1770 and 1837 refer to the year of the College’s founding and the year the City of Charleston assumed responsibility for its support.

The seal of the College of Charleston may be used only with official correspondence, such as binding legal agreements; formal documents such as diplomas, transcripts, major institutional report and research covers, and programs for academic ceremonies; approved signage; and formal invitations and engraved note cards. It may appear on selected apparel and gift items upon proper licensing. For further information, or for approval to use the seal, contact the Division of Marketing and Communications at marketing@cofc.edu.

Gold Foil

College of Charleston Brand Manual

SILVER Foil

PMS 188

31

32

College of Charleston Brand Manual

CHAPTER 4 VISUAL IDENTITY One of the central goals of our branding initiative, and this brand manual, is to establish a clear image of the College of Charleston. Key to this effort is a consistent visual identity.

The visual identity standards outlined here must be followed for all marketing and communications materials. If materials are found not to conform to the standards herein, the department or office producing the materials will be required to take corrective steps, including disposing of printed materials that do not follow the branding and visual identity standards.

If there is any doubt about compliance, please contact the Division of Marketing and Communications for review, prior to the production of your project, by e-mail at marketing@cofc.edu.

College of Charleston Brand Manual

33

COLOR PALETTE The use of color is a subtle tool for communicating the image of an interesting and dynamic institution. The College of Charleston’s integrated color system was designed to be flexible, yet consistent, and to add vigor to every aspect of the College’s communications. These colors should be used to highlight and delineate different aspects of campus life and courses of study.

To ensure the consistency of our visual identity, specifications for each color are provided for use in print, web and electronic presentation applications. Please note that screen and laserprinter color is not necessarily an accurate representation of actual colors due to variances in monitor and printer calibrations.

• Pantone Matching System (PMS) colors and CMYK values are provided for print applications.

• Web safe hexadecimal (HEX) values are provided for web use.

• RGB values are provided for electronic presentation applications.

College Colors

WHITE

34

PMS 188

Pantone CMYK RGB Hex:

188 0 97 100 50 102 0 0 #660000

College of Charleston Brand Manual

COLOR PALETTE

(CONTINUED)

Branding and Accent Colors The color palette is taken from Charleston’s unique beauty, capturing the blues and greens of the Carolina coast and marshes as well as the bright colors of Charleston’s diverse architecture.

These colors may be used both for large areas of color or as an accent color. The College’s wordmark should only be used as provided in solid PMS 188, solid black or white.

PMS Pantone Purple

Pantone CMYK RGB Hex:

PURPLE 38 88 0 0 182 52 187 #B634BB

PMS 032

Pantone CMYK RGB Hex:

032 0 90 86 0 237 41 57 #ED2939

PMS 118

Pantone CMYK RGB Hex:

118 0 18 100 27 173 136 0 #AD8800

PMS 130

Pantone CMYK RGB Hex:

130 0 30 100 0 240 171 0 #F0AB00

PMS 297

Pantone CMYK RGB Hex:

297 49 1 0 0 114 199 231 #72C7E7

PMS 702

PMS 297

PMS 3435

Pantone CMYK RGB Hex:

3435 100 0 81 66 2 71 49 #024731

PMS PMS 371

Pantone CMYK RGB Hex:

371 43 0 100 56 83 104 43 #53682B

PMS 376

Pantone CMYK RGB Hex:

376 50 0 100 0 122 184 0 #7AB800

PMS 476

Pantone CMYK RGB Hex:

476 57 80 100 45 76 51 39 #4C3327

PMS

Pantone CMYK RGB Hex:

715 0 36 71 0 246 146 64 #F69240

PMS 7514

371

PMS 7461

PMS 7535

PMS 715 715

PMS 717

Pantone CMYK RGB Hex:

717 0 53 100 2 217 94 0 #D95E00

PMS 722

Pantone CMYK RGB Hex:

722 0 36 76 9 205 137 78 #CD894E

PMS 7461

Pantone CMYK RGB Hex:

7461 78 28 0 0 0 131 190 #0083BE

Pantone CMYK RGB Hex:

7501 0 4 20 6 219 206 172 #DBCEAC

PMS 7503

Pantone CMYK RGB Hex:

7503 0 12 35 25 167 158 112 #A79E70

PMS PMS 476

Pantone CMYK RGB Hex:

7535 0 3 15 20 190 185 166 #BEB9A6

PMS 722

PMS 7461

PMS 7501

PMS 7503

7535

COLOR COMBINATIONS TO AVOID Color is one of the most powerful ways a university can identify itself. Used consistently, the colors chosen to represent the College of Charleston create a strong identifying image.

Conversely, some colors and color combinations can be confusing. For instance, colors associated with other colleges and universities in South Carolina should not be used. Although maroon (PMS 188) is one of the College’s colors, use of only black and maroon together should be avoided.

College of Charleston Brand Manual

35

type families The two approved type families for the College of Charleston brand are Goudy and Avenir Next. They are available through the Adobe Font Library as OpenType fonts, which means they may be used on both PCs and Macs. To request these fonts for use in College marketing and communications materials, please e-mail marketing@cofc.edu.

Goudy Font This classic, old-style revival face is derived from calligraphy, using full curves that impart a humanity to the look of text while maintaining strong geometry. It is the font of the new College of Charleston wordmark.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

goudy oldstyle

goudy small caps & oldstyle figures

goudy oldstyle italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

goudy oldstyle italic & oldstyle figures ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

goudy bold

goudy bold oldstyle figure

goudy bold italic

goudy bold italic oldstyle figures

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

goudy extra bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

36

College of Charleston Brand Manual

type families

(CONTINUED)

Avenir Next Font Avenir Next is the official sans-serif font. Its simplicity, readability and versatility recall Goudy while providing a more modern look. The alternative font to Avenir Next is Helvetica.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT ULTRA light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT ULTRA LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT ULTRA light CONDENSED

avenir NEXT ULTRA LIGHT CONDENSED ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT REGULAR

avenir NEXT ITALIC

avenir NEXT CONDENSED

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT CONDENSED ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT DEMI

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT DEMI ITALIC

avenir NEXT DEMI CONDENSED

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT DEMI CONDENSED ITALIC

College of Charleston Brand Manual

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

37

type families

(CONTINUED)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT BOLD ITALIC

avenir NEXT BOLD CONDENSED

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT BOLD CONDENSED ITALIC

avenir NEXT HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT HEAVY ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

avenir NEXT HEAVY CONDENSED

avenir NEXT HEAVY CONDENSED ITALIC

38

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

College of Charleston Brand Manual

PRint Examples

crossroads

y| o u r I n t r o d u c t I o n t o t h e c o l l e g e o f c h a r l e s t o n

crossroADs

The visual identity elements can be combined to create compelling four-color brochures, newsletters, fliers and posters. The examples presented here incorporate various design elements to illustrate how the brand may be communicated visually.

For help in interpreting the brand standards and applying design elements to fit your project, contact the Division of Marketing and Communications at marketing@cofc.edu.

A

Bridgeport, W.Va.

Camden, S.C.

Towson, Md.

Ladson, S.C.

Columbia, S.C.

Haines City, Fla.

Miami, Fla.

James Island, S.C.

Clairdon, Ohio

Camden, S.C.

Merrimack, N.H.

Rock Hill, S.C.

Haddonfield, N.J.

Charleston, S.C.

Charlotte, N.C.

North Charleston, S.C.

Rockingham, N.C.

North Augusta, S.C.

Darlington, S.C.

Moncks Corner, S.C.

see

GeorGestock on George street!

7:00 ❋ 10:00 p.m. sunday, August 24

Bring your roommates and your Cougar Card to george street (in front of the stern Center) and help us kiCk off the sChool year CofC style!!

Welcome Dinner your assigned 5:00 ❋ 7:30 p.m. (get time from your r.a.) liberty street Fresh Food company

grab your cougar card, get your nametag from your r.a., and have dinner with your new friends from orientation and your residence hall. get to know your class of 2012 by what they eat. you’ll choose from foods that represent regional favorites from around the country. Be sure to check the posters around the cafeteria. check out who else is here from your hometown and home state.

live music

inine and ameriCan Bang

hosted by a local d.J. Free food, giveaways, caricaturist, build an animal, inflatable bungee run

Photo election

Vote for Barack OBama or JOhn mccain/coach BOBBy cremins or clyde the cOugar Stay tuned for the online results

yourself at the

Mwanza, Tanzania, Africa

Jonesville, S.C.

Lexington, S.C.

Lajas, Puerto Rico

Office Of AdmissiOns admissions@cofc.edu p. 843.953.5670 • tty: 843.953.8294 Chesnee, S.C.

Clemson, S.C.

Myrtle Beach, S.C.

South Carolina’s premier public liberal arts and sciences university has a history of providing futures. Today we offer 46 majors in the liberal arts and sciences, an average class size of just 20, in-state tuition for S.C. residents, and our beautiful downtown campus. Oh, there’s a brand-new basketball arena, too.

It’s a historic opportunity. Take advantage of it.

CofCForMe.com

www.cofc.edu

College of Charleston Brand Manual

39

40

College of Charleston Brand Manual

CHAPTER 5 PRINT AND MARKETING STANDARDS This chapter outlines the standards for the College’s business system documents, including letterhead and envelopes, business cards, invitations, mailing labels, fax cover sheets, notepads, note cards, employee name badges, event nametags and PowerPoint slides.

This chapter also covers how to use photography in publications, best practices for advertising, and information about campus signage, the television ID mark and promotional items and merchandise.

College of Charleston Brand Manual

41

STATIONERY The College has standardized stationery (letterhead, envelopes and business cards) that must be used for official College business. Official College of Charleston letterhead must be used for all hard-copy correspondence. Letterhead paper is Classic Crest Smooth, Solar White, 28 lb. writing stock. Envelopes are Classic Crest, No. 10, in Solar White. Business cards are printed on Classic Crest Smooth, Solar White 80 lb. cover stock.

Letterhead created in Word and/or printed via laser printer may only be used for faxes, electronic communications or internal memos. Individual units of the College may not design their own letterhead.

STANDARD LETTERHEAD AND ENVELOPES Central Stores maintains a stock of printed letterhead and envelopes. Prices can be found in the Central Stores catalog. Please use an IDT to order stationery directly from Central Stores. You may fax your IDT to 843.308.6502.

August 15, 2008 T. Muffinman HereIam Muffinworks LTD 1224 Drury Lane Atlanta, GA 30309 Dear T. Muffinman: Iquiscilis dolore commy nim nis nosto consecte feum zzrilla feum zzrit lamet dolore dunt nibh ercipit nosto odiam duis doloborer inci ex ea ad te do od dolore do diatue consecte volore con hendipis adiatum zzrit

66 GEORGE ST. | CHARLESTON, SC 29424-0001

adignit laorem quis ercin ulpute dionsectet autem volor se te min ex eugiam quis nonse vel iriurem zzril essequis am enit num deliqui erilit, vent ip el iriliquat. Ut ent estis eu faccumm odolore riurem velesequam, consed eugue vent lorem am dolorem iustis nit nonsecte delisit at. Ut dolorpe rilisim do eugait luptatin elisl exeriure dunt prat. Perat nos alit nim volore tionse molute mod eugait, quipsus cilluptat prat acil dit amet am zzriure rciliquat. Tat. Lestisl eu feu feugue min ulput lum vel iusto ex exeros dolorem quat. Ut esequat.

Ut eugait ea accummodolor iuscilis erit aut ad tat.

Luptat et wis nos adit verciduip elit lore min volore min ulla facilis alit venit lan ulla feu facidunt nisi.

Orerat ipisim adionsed tin henim quate feum velenis ciduis nulputp atetuer iustrud tat. Elismolum iriurem irit iurem vulla feummy niamconsed dolortis nulla facil dolessi bla faciliquat lore faccum ero exerost ionullandre magna faci blaor se minciduipsum et acilit in ut laor sis augiame tumsan hent autpat aut adipismodit, quipsum.

Sincerely,

Victoria Henderson-Sitwell Chair, Department of History Phone: 843.555.1234 Fax: 843.555.5555 E-mail: sitwellvh@cofc.edu

66 george sT. | ChArlesTon, sC 29424-0001

42

College of Charleston Brand Manual

STATIONERY

(CONTINUED)

DEPARTMENT/OFFICE LETTERHEAD AND ENVELOPES Letterhead and envelopes can be customized with department or office information. To expedite the routing of returned mail for large mailings, individual units of the College are encouraged to order custom envelopes with their unit-specific wordmark on the front flap.

Individual units of the College may not design their own letterhead or envelopes; instead they should submit their request to marketing@cofc.edu. The Division of Marketing and Communications will send a PDF and specifications for printing; units are responsible for print coordination and payment.

August 15, 2008 T. Muffinman HereIam Muffinworks LTD 1224 Drury Lane Atlanta, GA 30309 Dear T. Muffinman: Iquiscilis dolore commy nim nis nosto consecte feum zzrilla feum zzrit lamet dolore dunt nibh ercipit nosto odiam duis doloborer inci ex ea ad te do od dolore do diatue consecte volore con hendipis adiatum zzrit adignit laorem quis ercin ulpute dionsectet autem volor se te min ex eugiam quis nonse vel iriurem zzril essequis am enit num deliqui erilit, vent ip el iriliquat. Ut ent estis eu faccumm odolore riurem velesequam, consed eugue vent lorem am dolorem iustis nit nonsecte delisit at. Ut dolorpe rilisim do eugait luptatin elisl exeriure dunt prat. Perat nos alit nim volore tionse molute mod eugait, quipsus cilluptat prat acil dit amet am zzriure rciliquat. Tat. Lestisl eu feu feugue min ulput lum vel iusto ex exeros dolorem quat. Ut esequat.

Ut eugait ea accummodolor iuscilis erit aut ad tat.

Luptat et wis nos adit verciduip elit lore min volore min ulla facilis alit venit lan ulla feu facidunt nisi. chARLESToN, Sc 29424-0001

Orerat ipisim adionsed tin henim quate feum velenis ciduis nulputp atetuer iustrud tat. Elismolum iriurem irit iurem vulla feummy niamconsed dolortis nulla facil dolessi bla faciliquat lore faccum ero exerost ionullandre magna faci blaor se minciduipsum et acilit in ut laor sis augiame tumsan hent autpat aut adipismodit, quipsum.

Sincerely,

Victoria Henderson-Sitwell Chair, Department of History Phone: 843.555.1234 Fax: 843.555.5555 E-mail: sitwellvh@cofc.edu

WWW.CofC.eDu | 843.953.5670 | ADmissions@CofC.eDu 66 george sT. | ChArlesTon, sC 29424-0001

College of Charleston Brand Manual

43

STATIONERY

(CONTINUED)

BUSINESS CARDS The business card contains the following information: • name • job title(s) • office or department name • office or department location • e-mail address • College or

department Web page • phone numbers • College mailing address

66 George St. | CHARLESTON, SC | 29424-0001

John Doe DIRECTOR OF SPECIAL PROJECTS STRATEGIC PLANNING AND OPERATIONS division of marketing and communications Robert scott small building, ROOM 233 DOEJ@cofc.edu | WWW.COFC.EDU OFFICE: 843.953.6462 | CELL: 843.488.2222 | FAX: 843.953.5663 (ACTUAL SIZE)

The South Carolina Consolidated Procurement Code requires the College of Charleston to purchase goods and services from state term contracts when available. The state currently has a term contract for business cards. You may access a customized template and contract pricing, and pay with your purchasing card, at http://www.apptcard.com/sccoc.

The template should accommodate most of your requirements. If you have questions regarding the contract, please contact the procurement office. If a department requires something that does not fit the template, please contact the Division of Marketing and Communications at marketing@cofc.edu.

44

College of Charleston Brand Manual

STATIONERY

(CONTINUED)

Standard InvitationS 5.125 x 7" The invitation will be printed on Classic Crest Smooth, Solar White, 110 lb. cover stock. The envelope will be Classic Crest Smooth, Solar White, size A7. You may download an InDesign template at marketing.cofc.edu/brandmanual or, to request design and printing of invitations and envelopes, please fill out the Project Request Form at marketing.cofc.edu.

You are cordially invited

To a Reception Honoring Students Nominated for Nationally Competitive Scholarships and Fellowships

Friday, April 18, 2008 4:00 – 5:30 p.m.

Alumni Memorial Hall Randolph Hall 66 George Street Charleston, S.C. RSVP by April 9, 2008 nationalawards@cofc.edu For more information contact Jane Smith at nationalawards@cofc.edu

DIVISION OF MARKETING AND COMMUNICATIONS 66 GEORGE ST. | CHARLESTON, SC 29424-0001

College of Charleston Brand Manual

45

STATIONERY

(CONTINUED)

MAILING LABELS Labels are available in two standard sizes and can be printed on a laser printer, or the Copy Center can print your mailing labels in black or PMS 188 maroon. To print your labels, first download the template from marketing.cofc.edu/brandmanual. Avery #5264 has six labels per sheet, Avery #5168 has four labels per sheet. Type in your addresses on the template. When you are ready to print, send the file to the appropriate Copy Center printer (for printer installation instructions, visit the Copy Center website at www.cofc.edu/copycenter). Once you have sent the files to the printer, complete an IDT and a Copy Center Request Form to submit your order to the Copy Center.

66 George St. | CHARLESTON, SC | 29424-0001

Avery #5264 4 x 3.33"

T. Stockton Hughes Hughes Horton Howell LLC 326 Hemphill Boulevard North Shore, HI 10988

66 George St. | CHARLESTON, SC | 29424-0001

Avery #5168 5 x 3.5"

T. Stockton Hughes Hughes Horton Howell LLC 326 Hemphill Boulevard North Shore, HI 10988

46

College of Charleston Brand Manual

STATIONERY

(CONTINUED)

FAX COVER SHEET 8.5 x 11" To download a Word template, go to marketing.cofc.edu/brandmanual.

FAX

TO:_______________________________________________________________________________________________________________________

PHONE:___________________________________________________________________________________________________________________

FAX:______________________________________________________________________________________________________________________

DATE/TIME:_ ______________________________________________________________________________________________________________

FROM:____________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________

PHONE:___________________________________________________________________________________________________________________

NUMBER OF PAGES (including cover):_______________________________________________________________________________________

COMMENTS:______________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________

66 GEORGE ST. | CHARLESTON, SC 29424-0001

College of Charleston Brand Manual

47

STATIONERY

(CONTINUED)

NOTEPADS 4.5 x 7" The Copy Center can print notepads in black or PMS 188 maroon ink. To print a standard notepad, first download the template from marketing.cofc.edu/brandmanual. When you are ready to print, send the file to the appropriate Copy Center printer (for printer installation instructions, visit the Copy Center website at www.cofc.edu/copycenter). Once you have sent the files to the printer, complete an IDT and a Copy Center Request Form to submit your order to the Copy Center.

In addition, the Copy Center can print personalized notepads with your name and title, as well as the name of your department, office, program or unit. To request a personalized notepad template, please send an e-mail to marketing@cofc.edu and include the exact wording of your name, title and unit as you would like it to appear. A template will be e-mailed to you. When you are ready to print, send the file to the appropriate Copy Center printer (for printer installation instructions, visit the Copy Center website at www.cofc.edu/copycenter). Once you have sent the files to the printer, complete an IDT and a Copy Center Request Form to submit your order to the Copy Center.

66 GEORGE ST. | CHARLESTON, SC 29424-0001

48

66 GEORGE ST. | CHARLESTON, SC 29424-0001

College of Charleston Brand Manual

STATIONERY

(CONTINUED)

Note cardS 6.25 x 4.5" A6 Envelope (6.5 x 4.75�)

Central Stores maintains a stock of standard College of Charleston note cards and envelopes.

Prices can be found in the Central Stores catalog. Please use an IDT to order note cards directly from Central Stores. You may fax your IDT to 843.308.6502.

66 GEORGE ST. | CHARLESTON, SC 29424-0001

66 GEORGE ST. | CHARLESTON, SC 29424-0001

66 GEORGE ST. | CHARLESTON, SC 29424-0001

College of Charleston Brand Manual

49

STATIONERY

(CONTINUED)

Employee name badges The designated design and specifications for employee name badges (i.e., magnetic-backed, permanent identification badges) is below. The badges are 1 3/4” high by 3” wide. There is no official vendor for name badges; however, the Division of Marketing and Communications can provide a list of local vendors who are capable of producing these badges. For a name badge template and a list of vendors, go to marketing.cofc.edu/brandmanual.

Jane Smith

GOUDY OLDSTYLE BOLD 20 pt.

Director of Advancement and Operations School of Education, Health, and Human Performance

AVENIR NEXT MEDIUM 8 pt.

AVENIR NEXT MEDIUM 8 pt.

(ACTUAL SIZE)

50

College of Charleston Brand Manual

STATIONERY

(CONTINUED)

eVENT NAMETAGS The Copy Center can print event nametags in black or PMS 188 maroon. To print nametags, first download the template from marketing.cofc.edu/brandmanual. Type the names into the template. When you are ready to print, send the file to the appropriate Copy Center printer (for printer installation instructions, visit the Copy Center website at www.cofc.edu/copycenter).

Once you have sent the files to the printer, complete an IDT and a Copy Center Request Form to submit your order to the Copy Center.

HELLO my name is

Avery #8395 or #5395 3.375 X 2.33"

handwritten

Avery #8395 or #5395 3.375 X 2.33"

Kimberly Wainscott Thorton Associate Professor Director, Graduate Program in Marine Biology

laser printed

College of Charleston Brand Manual

51

powerpoint PRESENTATIONS PowerPoint presentations should reflect and maintain the College of Charleston visual identity.

Please use the following guidelines when putting together your presentation. To download a template, go to marketing.cofc.edu/brandmanual.

General Guidelines Use RGB 124, 34, 48 as the PMS 188 equivalent for all College of Charleston PowerPoint presentations.

Type may be in black, any color from the color palette, or reversed (as long as it is readable).

Message placement is flexible but should be within the image area.

Overview Slide Use this slide as an introduction to your presentation. It may be shown as people settle in or as you give background to the presentation.

ARIAL BOLD 36 pt.

ARIAL 24 pt.

Content Slide Use this slide as the primary means of displaying the content of your presentation.

ARIAL 32 pt.

ARIAL 24 pt.

1.

ARIAL 20 pt.

2. a. b.

52

ARIAL 14 pt.

College of Charleston Brand Manual

Photography Original photography services are available for assignments that have an editorial focus, with emphasis on the College’s academic and campus life. The Division of Marketing and Communications provides limited photo coverage – as time and workload permit – of College events through its part-time staff photographer. There is a per-hour fee for photo shoots for events that would not otherwise be covered for editorial purposes.

Photo requests should be made at least two weeks before the event. Please fill out the online Photography Request Form at marketing.cofc.edu. In this request, you must include the following details: • information about shoot date • shoot location • subject (or event) • time the photographer is expected to arrive and depart • a department contact person and telephone number • date images are needed from the photographer • other special requests or instructions If a departmental photographer is not available, the Division of Marketing and Communications will provide a list of local freelance photographers. It is your responsibility to contact and contract with an outside photographer.

The Office of College Publications maintains a repository of campus photography (a limited amount is online at marketing.cofc.edu). Images are available for use by on-campus departments as well as for external use. The Division of Marketing and Communications will determine appropriate use of College images, including instances when permission of subjects in photographs is required before those images can be reproduced in printed or electronic communications. Any external agency wanting to use photography of the campus in any commercial manner (i.e., existing photos owned by the College, or a person wishing to use their own photos for commercial purposes) must sign the License to Take or Use Photographs of College of Charleston Property for Commercial Purposes. For information, contact the director of publications in the Division of Marketing and Communications.

In most cases, photo archive services are provided free of charge. Authorized copies of digital images are provided on CD free of charge. Prints and slides of digital images, as well as other photo-related services such as mounting and framing, are the responsibility of the client.

Images on College websites may not be copied or reproduced without prior permission from the Division of Marketing and Communications.

College of Charleston Brand Manual

53

Photography

(CONTINUED)

HOW TO USE PHOTOGRAPHY IN PUBLICATIONS Photography is a critical component of any College of Charleston publication or print marketing piece. Photography helps to tell our unique story and can have a powerful effect on your audience. Here are a few tips for selecting and using photography/imagery in your printed pieces.

Selecting Photography The College is a dynamic place with a diverse population. In your printed pieces, you should select imagery that expresses the College’s energy, diversity (from race/ethnicity, to gender, to age) and exceptional urban campus. You should choose photography that appears spontaneous and unstaged.

Types of Image Files Generally, you will want to use files saved as a TIF or an EPS for your print pieces. While it is possible to use JPG files, often these files are not of sufficient resolution to print at high quality.

Do not use a GIF file for a print piece (a GIF file is intended for Web use).

Resolution The resolution of an image is very important to a printed image. The higher the resolution, the better the chances for good image reproduction. Generally, images should be 300 dpi (dots per inch) or higher at the size at which they will be printed. Important note: If your original image is 72 dpi, you cannot simply change it to 300 dpi and expect the quality to improve. The original image needs to be at a high resolution for print use.

Enlarging/Stretching an Image Do not enlarge a picture more than 15 percent of its original size. Any larger and the image will most likely become pixelated (the detail of the image breaks up and certain lines appear as individual squares). Important note: The proportions of the photo must be kept the same (i.e., the width and length should be the same percentage). If not, the image will appear stretched and distorted. To maintain an image’s proportions while resizing, hold the shift key, then move the cursor to change the size.

Images from the Web Do not simply download or copy images from websites to use in your publications. There are two important reasons for this: 1. Copyright – Just because an image appears on the Web does not mean that it is royalty free or public domain. As a general rule of thumb, do not copy images from websites.

2. Quality – The resolution for most images that appear on the Web are 72 dpi, which means they are not at the right resolution for print.

Stock Art For most instances, you should not use stock photography for College publications. First, contact the Division of Marketing and Communications to assess what campus images are available. If

54

College of Charleston Brand Manual

Photography

(CONTINUED)

you need general images (not specific to campus) for a piece, however, these are a few of the more popular stock photography sites: istock.com, fotosearch.com, veer.com, shutterstock.com and gettyimages.com. The costs for these images are not extravagant, and these sites have options on sizes and resolutions, depending on your needs.

Consent of Photographed Subjects Generally speaking, it is not necessary to obtain the consent of subjects of a photograph if the individuals were in a public place when the photograph was taken. For instance, photographs taken of people at an awards ceremony, in a classroom or walking down the street may be used without consent.

The law does recognize, however, that in some circumstances it may be an invasion of privacy to use the photographs of an individual without permission. Such invasion of privacy can be broken down into two major categories: 1. Invasion of an individual’s personal privacy – If a person is photographed in a private situation without his or her knowledge or consent, and if those photographs are disseminated, it can constitute an invasion of privacy. Such invasion is decided by the courts using a reasonable person standard.

2. Commercial use of a public figure’s image – If an individual has some public image, and if a picture of that person is used without consent to further a financial or business enterprise, such use may be legally prohibited.

Copyrighted Photographs Photos generally are copyrighted whether or not they carry a copyright notice. This legal protection includes photos reproduced for computer transmission, such as in Web pages and electronically reproduced documents.

Photography and videography of an educational, theatrical or other performance raise different copyright issues. In this context, the creator of the filmed presentation has copyright in the expression of the artistic or educational work itself. The photographer or videographer should obtain the written consent of the creators of the presentation, giving permission to the College to film and show the presentation in other contexts.

If you reproduce a photo from another university publisher or publication, you have no guarantee that the proper permissions have been obtained. As with all photo or video reproduction, be sure to obtain written permission from the copyright holder and from any person whose image is identifiable in the picture, and be prepared to pay the necessary permission fees.

Rights and Permissions No photographs, drawings, images, video, sound clips or copyrighted or trademarked materials may be used on College of Charleston publications or Web pages without the permission of the holder of reproduction rights.

College of Charleston Brand Manual

55

ADVERTISING Advertising allows the College to craft and broadcast messages that shape our reputation with prospective students, their families and the community. Presenting a standardized look and tone makes our ads more recognizable and therefore more effective. All external advertising purchased and/or placed by any College of Charleston school, division, department or office must be submitted for advance review and approval by the Division of Marketing and Communications; doing so ensures consistent imagery and content, and maximizes the College’s purchasing ability through contract discounts. This requirement applies to external print publications such as magazines and newspapers, external websites, billboard or other signage mediums, external sponsorships, event programs, and all television and radio advertising. This requirement does not apply to job advertising placed by Human Resources. All display advertising must include the following elements: • the College of Charleston wordmark (used within the guidelines outlined in Chapter 3) • the Web address of the College, the department or the specific event • the College’s general information telephone number (843.805.5507) or the appropriate contact’s telephone number • imagery files that are a minimum of 300 dpi at the size in which they are being used In order to allow sufficient time for review and any required revisions, submission of advertising text and/or designs to the Division of Marketing and Communications must be made at least two weeks in advance of the advertising payment or the deadline for submission of final materials (whichever is earlier).

Funding of all advertising is the responsibility of the requesting department.

Advertising Assistance The Division of Marketing and Communications is responsible for the development, creation and placement of institutional advertising. We are also available – as time and workload permit – to develop, create and place advertising for sponsorships, special events, departments and programs. If our in-house staff is not available, you will be provided a list of freelance designers who can assist you.

To request advertising assistance from the Division of Marketing and Communications, please fill out the Project Request Form at marketing.cofc.edu. Please allow adequate lead time and keep in mind that, in addition to the time needed to create the materials, submission deadlines for various outlets range from days to months, depending on their publication cycle.

Classified Advertising The Office of Human Resources coordinates all classified advertising of College of Charleston jobs.

56

College of Charleston Brand Manual

CAMPUS SIGNAGE The College of Charleston’s location in the heart of downtown Charleston makes signage essential to distinguishing our campus from the surrounding area. Standardized, recognizable signage • builds awareness of our campus among passersby (both tourists and area residents), • greatly facilitates navigation for visitors and members of the College community, and • ensures compliance with the Americans with Disabilities Act (ADA) requirements.

Coordination and approval of signage is the shared responsibility of the Division of Marketing and Communications, Facilities Planning and the Physical Plant. All requests for new signage, donor signage and requests to replace existing signage must be directed to the Physical Plant’s designated engineer associate. The engineer associate will notify Marketing and Communications’ director of advertising and brand management and the vice president of facilities planning when exterior signage or non-standardized signs are being requested.

All interior and exterior building signage must adhere to the style and logo guidelines outlined in this manual.

Interior Signage Interior signage includes office signs, nameplates, restroom signs, room signs, directional signs, directories, etc. The following processes below should be followed.

New Buildings The Physical Plant’s architect/design engineer will coordinate signage needs with the building’s occupants, the director of advertising and brand management, the project architect and the sign manufacturer. Sign costs should be included in the project budget.

Existing Buildings Any department wishing to replace their current signage should contact the Physical Plant’s architect/design engineer who will coordinate with the director of advertising and brand management. The requesting department is responsible for funding.

Renovated Buildings New signs are created at the discretion of Physical Plant, if the budget permits. Physical Plant will coordinate changes with occupants of the renovated areas and the director of advertising and brand management.

College of Charleston Brand Manual

57

CAMPUS SIGNAGE

(CONTINUED)

Exterior Signage Exterior signage includes the building identification, school or department name, historic markers, street numbering, etc. The following processes should be followed.

New Buildings The Physical Plant architect/design engineer will work with the vice president for facilities planning, the director of advertising and brand management, and the project architect to develop signage. Physical Plant will work with the occupant to verify the correct name to be posted on the building. The project architect submits the proposed design to the city’s Board of Architectural Review (BAR) for approval.

Existing Buildings The Physical Plant architect/design engineer will work with the vice president for facilities planning, the director of advertising and brand management, and the requesting party to develop the proper signage. The city’s BAR must then approve the proposed signage.

Additional Signage Additional signage not specifically covered in these guidelines should adhere to the same style and logo guidelines outlined in this manual in Chapter 5 and should be approved through the Division of Marketing and Communications. This includes vehicle signs, parking signs, lecterns, banners and displays within campus venues (auditoriums, classrooms used for public events, halls and theaters), kiosks, etc. This does not apply to temporary signs (i.e., fliers) directing people to rooms for events, meetings, etc.

To request signage creation or review from the Division of Marketing and Communications, please fill out the online Project Request Form at marketing.cofc.edu.

58

College of Charleston Brand Manual

TELEVISION ID MARK The College of Charleston wordmark must appear in conjunction with any video presentation produced by the College. A version of the College wordmark has been developed to provide optimum legibility in video. This version is not to be used in any medium other than television.

RGB equivalents for the College of Charleston wordmark are as follows: PMS 188: R124 G34 B48 PMS Black: R16 G16 B16 Size of the Television Mark When using the College mark in video, the wordmark must not occupy more than one-third of the height of the screen. The wordmark should always be large enough to be legible and identifiable as the College of Charleston wordmark.

Safe Area for the Television Wordmark Television sets crop images slightly differently. It is therefore important to keep all images within the “safe title” area, that is, within the inner 80 percent of the screen that will appear on almost any television set or monitor. Do not place the mark in the outer 20 percent of the screen.

Mark should only be used within “Title Safe” area. The Title Safe Area indicated by the dotted line is 20 percent less than the total video image.

College of Charleston Brand Manual

59

PROMOTIONAL ITEMS and merchandise College of Charleston merchandise and apparel provide a unique opportunity to reinforce our image in a positive and memorable way. It is therefore critical that the College wordmark be tastefully and consistently applied to all items. When possible, merchandise and apparel items should reflect the color palette of the College, as outlined in Chapter 4.

To protect the integrity of the College’s identifying marks, certain standards apply when creating College of Charleston branded merchandise (e.g., apparel, pens, cups). Goods and merchandise intended for internal use by departments and student organizations must have artwork approved by the Division of Marketing and Communications before production.

Individual units of the College are responsible for ensuring that vendors producing apparel or merchandise have, if necessary, followed the licensing guidelines detailed in Chapter 3.

Gifts and other official merchandise from licensed vendors can be purchased through the College of Charleston Bookstore.

60

College of Charleston Brand Manual

Chapter 6 Athletics Identity The College of Charleston’s athletics marks and visual identity system incorporate the College’s athletics mascot, the Cougar. The athletics marks have their own usage and identity guidelines, with policies and guidelines set by the director of athletics. The athletics marks should be used only under the supervision and approval of the College’s Department of Athletics or by its licensed suppliers. Vendor licensing of the athletics marks is handled by The Collegiate Licensing Company (see Chapter 3 for information).

Publications, marketing materials and communications created by the Department of Athletics must adhere to the College of Charleston brand and visual identity guidelines, and should incorporate the College wordmark. The athletics marks should never replace the College of Charleston wordmark without prior permission.

For information or assistance with athletics marketing, branding or visual identity, please contact: Cougar Marketing 66 George St. Charleston, SC 29424-0001 843.953.0782 sportsmarketing@cofc.edu For information or assistance with athletics media relations, please contact: Athletics Media Relations 66 George St. Charleston, SC 29424-0001 843.953.5465 ciuffo@cofc.edu

College of Charleston Brand Manual

61

Athletics COLORS The athletics mark may only be reproduced in their official colors. Do not use screen tints of these colors.

Primary Athletics Colors PMS 188 White Accent Colors PMS 7503 – Gold PMS 1817 – Dark Maroon

PMS 188

PMS 222

PMS 7503

PMS 1817

For information on producing athletics stationery, contact the director of athletics.

62

College of Charleston Brand Manual

ATHLETICS logo SYSTEM

Primary Mark

C Mark

Primary Mark BW

C Mark Gold Outline

Primary Wordmark

C Mark Multicolor

College of Charleston Brand Manual

63

ATHLETICS STATIONERY Letterhead

Envelope

66 GEoRGE ST. | chARLESToN, Sc | 29424-0001

John Doe DIREcToR of SpEcIAL pRoJEcTS STRATEGIc pLANNING AND opERATIoNS DIVISIoN of MARkETING AND coMMUNIcATIoNS RoBERT ScoTT SMALL BUILDING, RooM 233 DoEJ@cofc.EDU | WWW.cofcSpoRTS.coM offIcE: 843.953.6462 | cELL: 843.488.2222 | fAx: 843.953.5663 66 GEoRGE ST. | chARLESToN, Sc | 29424-0001

John Doe DIREcToR of SpEcIAL pRoJEcTS STRATEGIc pLANNING AND opERATIoNS DIVISIoN of MARkETING AND coMMUNIcATIoNS RoBERT ScoTT SMALL BUILDING, RooM 233 DoEJ@cofc.EDU | WWW.cofcSpoRTS.coM offIcE: 843.953.6462 | cELL: 843.488.2222 | fAx: 843.953.5663

Business Card

66 george sT. | ChArlesTon, sC 29424-0001 843.953.5556 | f: 843.953.8296 | WWW.CofCsPorTs.Com

64

College of Charleston Brand Manual

Chapter 7 WEB AND ELECTRONIC COMMUNICATIONS Every College of Charleston Web page affects the user’s perception of the College.

To ensure that visitors are given a strong and unified impression of the College and its departments, the website should reinforce the College’s brand identity through visual and stylistic consistency.

In addition to outlining the best practices for composing e-mail signatures and for communicating through mass e-mail and graphic-rich e-mail, this chapter provides the standards for the College’s Web and electronic communications, establishing guidelines and templates for the College of Charleston’s new website.

The Division of Marketing and Communications is responsible for ensuring that all webpages are consistent with the brand and visual identity standards within this manual.

Information Technology is responsible for the maintenance and support of the systems and software infrastructure necessary to the College of Charleston’s websites.

All design variations developed by internal units of the College, or by outside vendors, must be approved by both the Division of Marketing and Communications and Information Technology Division. For questions about these standards, or to request a modification of the templates included herein, contact the Division of Marketing and Communications at marketing@cofc.edu or 843.953.6462.

College of Charleston Brand Manual

65

General Website Standards College of Charleston websites are the collaborative responsibility of the Information Technology Division, the Division of Marketing and Communications, academic and administrative units and numerous individuals. Every College website contributes to the user’s overall perception of the College. These standards and best practices are designed to promote a professional presentation of the College of Charleston online.

ROLES AND RESPONSIBILITIES Level-One Websites Level-one websites include the College’s main Web pages and related subpages, including online initiatives such as e-newsletters and microsites.

The Division of Marketing and Communications is responsible for the ongoing development and maintenance of content and updates for these Web pages. Requests to add content to the College’s main Web pages require approval from the Division of Marketing and Communications.

Information Technology is responsible for the maintenance and support of the systems and software infrastructure necessary to support the level-one websites.

Level-Two Websites Level-two websites include Web pages for administrative and academic units such as schools, divisions, departments, organizations and centers. Each academic and administrative unit that requests and uses Web space at the College is responsible for identifying a primary person responsible for Web content publishing and a secondary person in the event that the primary person is unavailable or leaves the department.

The Division of Marketing and Communications is responsible for collaborating with academic and administrative units to ensure that their websites adhere to the College’s brand and visual identity standards.

Information Technology is responsible for the maintenance and support of the systems and software infrastructure necessary to support the level-two websites.

Personal Websites The College of Charleston makes Web space available to students, faculty and staff. These websites should not represent an academic or administrative unit. All personal Web space is provided solely for hosting Web pages. It is not intended as a platform for any other kind of computing or network access.

All individual Web pages must contain the name and e-mail address of the person responsible for page content. Individuals are responsible for maintaining their own site with regard to page building, content and troubleshooting.

Information Technology is responsible for the maintenance and support of the systems and software infrastructure necessary to support personal websites.

66

College of Charleston Brand Manual

General Website Standards

(CONTINUED)

Student Organization Sites The College makes Web space available for student groups recognized by the College of Charleston Student Government Association. Account requests will be honored when approved by the faculty or staff adviser. Student groups may have only one website and must identify a primary person responsible for Web content publishing.

Information Technology is responsible for the maintenance and support of the systems and software infrastructure necessary to support student organization websites.

WEB CONTENT GUIDELINES Updating Web Content Campus units are required to update their sites on a regular basis. The exact frequency is determined by the specific content. However, at a minimum, campus units must review all content on their sites for timeliness, accuracy, audience need and support of overall strategy at least once per semester.

Copyright, Legal and Policy Issues Campus websites must comply with all College policies, rules and regulations, and local, state and federal laws.

WEB PAGE ACCESSIBILITY South Carolina state government websites shall be designed to be accessible, so that people with disabilities have access to online information, data and services comparable to that accorded individuals who do not have disabilities.

The College’s website is frequented by a diverse group of people from around the world.

Web developers and content providers must strive to accommodate visitors using outmoded technologies and slow connection speeds. The College’s Web page templates, and the central College Web pages on which they are based, have been constructed to meet the minimal accessibiilty requirements.

Accessibility Minimal Requirements The State of South Carolina shall follow the standards established under Section 508 of the Rehabilitation Act of 1973, amended in 1998 by the Work Force Investment Act (Section 1194.22 and its subsequent amendments) as its minimal requirements for Web accessibility.

Accessibility Best Practices It is recommended that agencies also follow the Web Content Accessibility Guidelines, available at www.w3.org/tr/wai-webcontent, established by the World Wide Web Consortium’s Web Accessibility Initiative (W3C-WAI) that are not addressed in Section 508.

College of Charleston Brand Manual

67

General Website Standards

(CONTINUED)

WEBSITE DESIGN GUIDELINES The following guidelines apply only to Web pages that have been created by the College of Charleston, its schools, departments or other administrative offices and that are located on the College’s Web server.

Template Design Templates are available for academic and administrative units to use for their websites. The templates provided should only be used for official College Web pages and are not intended for use by any outside group or institution.

There are templates for two different styles of websites: second- and third-level. Second-level websites are the department’s main page. Third-level websites are accessed through the secondlevel websites. The third-level template does not include the top banner image that is included in the second-level template. Please note that the templates reflect elements of the College of Charleston homepage, but no templates duplicate the homepage, which is intended as a unique gateway into the College of Charleston website.

Templates should be used as provided, or modified minimally to accommodate specific area needs. All modifications to the official site design must be approved by both the Division of Marketing and Communications and the Information Technology Division. To request a modification of the templates, contact the Division of Marketing and Communications at marketing@cofc.edu or 843.953.6462.

For the standard Web color palette and type families, see Chapter 4 of this manual.

Required Page Elements Following are the minimum required elements for each College of Charleston website. All official College of Charleston Web pages must include the following elements: • the College of Charleston wordmark and name • a link to the College homepage (www.cofc.edu) • a “Last Updated” date • identification of the person responsible for maintaining the page and its content • the standard menu and left-hand navigation system that is consistent throughout the site • the standard small header, footer, left-hand header bar, background image, breadcrumbs and Ask-the-Cougar element

Every College of Charleston Web page should contain useful information before being published and/or linked. Web pages should not include the following elements: • nonfunctioning links and links to pages that inform the visitor that “this area is not developed

yet,” “coming soon” or “under construction” • distracting design elements, such as flashing GIFs, blinking text, over-saturated (very bright) colors, huge or tiny text sizes, looped sound files, etc.

• excessively large graphics that can be compressed for faster display or better resolution • copyrighted material in any form unless permission from the original copyright owner is explicitly granted

68

College of Charleston Brand Manual

General Website Standards

(CONTINUED)

• material that might be reasonably considered abusive, profane, harassing, or sexually offensive • Web counters Standard Procedures The following best practices should be considered when setting up Web pages: • Links should be created using text that makes sense when read out of context. For example,

avoid “click here.”

• Do not write out e-mail addresses (e.g., marketing@cofc.edu), but instead write out the name

and link it to the e-mail address (e.g., Division of Marketing and Communications).

• Avoid the use of tables for layout.

• Do not cut and paste text from Word.

• Use lower case alphanumeric characters and dashes in file and folder names. Do not use

underscores or spaces. File and folder names should have no more than 24 characters.

• Divide your information into clearly defined sections.

• Ensure that all images include an “ALT” tag and height and width information.

• Follow the guidelines for capitalization, spelling and punctuation in the style guide in Chapter

8 of this brand manual.

• Use full phone numbers (e.g., 843.953.5555), not extensions (e.g., 3-5555).

• Do not underline text that is not a a link to another Web page.

College of Charleston Brand Manual

69

MASS AND GRAPHIC-RICH E-MAIL Mass E-mail The use of mass e-mails, particularly graphic-rich e-mail (also known as rich-text and HTML e-mail), has become an important channel for communicating with College of Charleston constituents and affiliated groups. Anti-spam laws, e-mail server blacklisting and customer anger over receiving unsolicited e-mail, however, make it important that e-mail campaigns be conducted so as not to jeopardize the College’s reputation and brand, or its ability to send out future e-mail.

In many cases, external vendors specializing in mass e-mail campaigns are used. It is important that these vendors adhere to practices and techniques that ensure the proper delivery of e-mail and the handling of user requests to unsubscribe. Any office engaging an e-mail vendor is responsible for making sure the vendor acts in accordance to the following best practices regarding bulk e-mail: • Obtain clear and conspicuous consent to collect e-mail addresses when asking persons to provide e-mail addresses or to subscribe.

• Use an additional e-mail to determine the validity of an e-mail address and to confirm the subscriber’s consent to receive messages from the sender.

• Enable clear, conspicuous and easy-to-use unsubscribe options.

• Process unsubscribe requests as quickly as possible.

• Have a defined process for handling abuse-related complaints, and immediately honor any abuse-related complaints as if they were unsubscribe requests.

• Monitor and minimize the amount of abuse-related complaints to avoid violations of any Internet or e-mail–access provider’s acceptable use policy.

Graphic-Rich E-mails Graphic-rich e-mails fall under the branding and identity guidelines of the College of Charleston and should be designed with those guidelines in mind. E-mail formatted with non-College affiliated backgrounds or electronic stationery should not be used. Proper identification of the College and the correct use of any brand design element (such as the wordmark) are required.

70

College of Charleston Brand Manual

E-MAIL SIGNATURES It is recommended that e-mails include a pre-formatted signature that contains the following information: • your name • your title • the name of your division, department or office • the College’s mailing address • your phone number(s) • your fax number • your e-mail address • your physical office address (if applicable) Example John Doe Associate Professor Department of English College of Charleston Charleston, SC 29424-0001 p: 843.953.6565 f: 843.953.5555 e: doej@cofc.edu Street Address 12 Glebe Street, Room 117 Charleston, SC 29403 Adding graphics or images – including background images or electronic stationery – to signatures is not recommended because doing so increases the chance of your e-mails being flagged as spam.

College of Charleston Brand Manual

71

SOCIAL MEDIA College of Charleston Social Network Accounts The Division of Marketing and Communications maintains College of Charleston accounts on Facebook, Twitter and YouTube and is responsible for generating new content as well as posting appropriate information from various offices, departments and units. Other academic and administrative units wishing to develop their own accounts should first contact the Division of Marketing and Communications for guidelines and best practices.

Personal Social Network Accounts Social networks and blogs are popular for both personal and professional use; oftentimes there is no separation between the two. When using social media, whether in a professional capacity or personal capacity, it is important to bear in mind that whatever we say or do online reflects who we are personally and as employees of the College of Charleston.

Your actions on social media networks and online communities are viewed and regarded no differently than your behavior in your regular community. Make certain to use privacy-setting tools in each of your accounts to appropriately limit your information, and if you are using your account for professional purposes (e.g., research, story ideas, polls) be sure to state your purpose clearly.

Social media, as with all technology, is in constant flux and the guidelines surrounding its use must be adapted accordingly. Any questions regarding current trends and best practices may be directed to marketing@cofc.edu.

72

College of Charleston Brand Manual

Chapter 8 STYLE GUIDE This is not a guide for writing academic papers. This is a guide for writing marketing and communications materials intended for general audiences such as current students, potential students, parents, donors, alumni and other groups. To ensure editorial consistency, please use this guide to resolve questions about grammar and style. If your question is not covered in this style guide, please use The Associated Press Stylebook (AP style) for a guide to correct usage. If you have any questions regarding writing style or proper terminology, please contact the Division of Marketing and Communications at marketing@cofc.edu.

Press releases or publications that are mainly directed toward publication in the media should also follow AP guidelines and should be submitted to the Office of Media Relations in the Division of Marketing and Communications.

College of Charleston Brand Manual

73

College of Charleston NAME College of Charleston Only use the with the noun College of Charleston when in sentence form. Do not capitalize the t in the. When College of Charleston is an adjective, the is not needed. On second reference and when obviously referring to this university, the College may be used. Do not use CofC or C of C in print publications, websites or in any formal references to the College. The College of Charleston’s official mailing address is 66 George Street, Charleston, SC 29424-0001. Any mail addressed to this address will go to mail services.

The Graduate School of the College of Charleston When writing out the full name, capitalize the t in the (e.g., I attended The Graduate School of the College of Charleston). On second reference, use the Graduate School (e.g., I took classes at the Graduate School). Note that the t is not capitalized in the in this instance.

University of Charleston, S.C. Use The Graduate School of the College of Charleston or the Graduate School when referring to the College’s graduate programs. The University of Charleston, S.C., which is used on diplomas, refers to The Graduate School of the College of Charleston.

74

College of Charleston Brand Manual

College of Charleston Descriptive Text The College has approved the following descriptive text as appropriate in publications, printed materials and websites.

The College of Charleston is a nationally recognized public liberal arts and sciences university located in the heart of historic Charleston, South Carolina. Founded in 1770, the College is among the nation’s top universities for quality education, student life and affordability. The College offers the distinctive combination of a beautiful and historic campus, modern facilities and cutting-edge programs.

Students from 50 U.S. states and territories and more than 60 countries choose the College of Charleston for its small-college feel blended with the advantages and diversity of an urban, midsized university. The College provides a creative and intellectually stimulating environment where students are challenged by a committed and caring faculty of distinguished teacher-scholars, all in an incomparable setting.

The City of Charleston – world-renowned for its history, culture, architecture and coastal environment – serves our approximately 10,000 undergraduates and 1,500 graduate students as a living and learning laboratory for experiences in business, science, teaching, the humanities, languages and the arts. At the same time, students and faculty are engaged with the community in partnerships to improve education, enhance the business environment and enrich the overall quality of life in the region.

College of Charleston Brand Manual

75

Administrative and Professional Titles Capitalize formal administrative and professional titles before names, (e.g., President John Smith, Dean Jane Doe, Associate Professor John Doe, Trustee Jane Smith, Chairman John Smith, Coach Doe).

Exceptions – lowercase • When the title comes before the name, but is separated by a comma, use lowercase (e.g., The group presented it to the dean, Jane Doe).

• For words that are not formal titles, but are descriptions, use lowercase, even when they come before the name (e.g., department head Joan Russell, astronaut Neil Armstrong).

Note that a formal title generally denotes a scope of authority, professional activity or academic accomplishment so specific that the designation becomes as much an integral part of an individual’s identity as a proper name itself (e.g., President Clinton). Other titles serve primarily as occupational descriptions. If in doubt, set the name or the title off with commas (e.g., John Doe, coach of the women’s tennis team).

Lowercase titles after names (e.g., John Smith, president of the College; Jane Doe, dean of the School of Sciences and Mathematics; John Doe, associate professor of management and entrepreneurship; Jane Smith, trustee). In general, titles containing more than four words should come after the name.

Exception – capitalize • Capitalize the title when it is a named professorship (e.g., Jane Smith, Hales Professor of Ethics, spoke; John Doe, Mary Belle Higgins Howe Chair in English, attended the seminar).

Named professorships are often, but not always, created by and named for the donor of the funds setting up the endowment that supports it; it is also called a chair.

Lowercase titles when a name is not used (e.g., the president, the dean, the director of student affairs, the pope).

Names As a general rule, use full names on first reference and do not use courtesy titles such as Dr., Mr., Mrs., Miss or Ms. On second and subsequent references, use only last names without courtesy titles.

ExceptionS • When a text passage describes more than one person with the same last name, first names may be used.

• In short blocks of copy (e.g., in formal event programs), courtesy titles may be used.

When appropriate, use academic degrees after a name on first reference only (e.g., John Doe, Ph.D., teaches chemistry. Doe is our favorite professor). Titles that serve as occupational descriptions rather than proper titles are lowercase (e.g., chemistry professor John Doe, coach Jane Smith).

76

College of Charleston Brand Manual

Administrative and Professional Titles (CONTINUED)

When a title applies to only one person in an organization, use the word the in a construction that uses commas (e.g., John Smith, the deputy vice president, spoke). Don’t combine administrative titles with academic titles before a name (i.e., do not use Dean Professor Jane Doe). chair Use whatever title the group uses for its leader (e.g., chairman, chairwoman, chair, chairperson).

If the group does not make this clear, use chairmen or chairwoman. Chair holder and vice chair are not hyphenated. director of athletics The formal title is director of athletics. Do not capitalize athletics director in any instance. emeritus, emerita, emeriti The title of emeritus is not synonymous with retired; it is an honor bestowed on a small number of retired faculty and should be included in the title. Feminine, emerita; plural for both, emeriti.

The word may precede or follow professor (e.g., John Doe is an emeritus professor of marketing; Jane Doe, professor emerita at the College). modifiers to titles Do not capitalize qualifying words in the title (e.g., former President Ford, acting Mayor John Doe, interim Dean Jane Doe). professor At the College, the basic academic ranks include assistant professor, associate professor, professor, visiting assistant professor, visiting associate professor and visiting professor. royal titles/nobility Capitalize royal titles when directly before a name. Capitalize a full title (without the name) when it serves as the alternate name for an individual (e.g., Duke of Wellington).

College of Charleston Brand Manual

77

Names of Departments and OfficeS In general, use the proper (complete and capitalized) name on first reference. Subsequent references may be shortened and in lowercase if the meaning is clear. Capitalize when using the full, proper name (e.g., the Department of English, Arts Management Program, Asian Studies Program). Lowercase when using the informal name (e.g., the English department, arts management, Asian studies).

Academic Divisions School of the Arts School of Business chool of Education, Health, and S Human Performance School of Humanities and Social Sciences chool of Languages, Cultures, and S World Affairs School of Sciences and Mathematics Honors College

Chinese Program Crime, Law and Society Program Department of Accounting and Legal Studies Department of Anthropology Department of Art History Department of Biology Department of Chemistry and Biochemistry

he Graduate School of the College T of Charleston • second reference: the Graduate School

Department of Classics

Academic Departments/Programs

Department of Computer Science

African Studies Program

Department of Economics and Finance

African American Studies Program

Department of English

American Studies Program

Department of French, Francophone, and Italian Studies

Arabic Program

Department of Communication

Arts Management Program

Department of Geology and Environmental Geosciences

Asian Studies Program

Department of German and Slavic Studies

Bilingual Interpreting Program

Department of Health and Human Performance

Call Me MISTER Program

Department of Hispanic Studies

Center for the Documentary

Department of History

Center for Effective Teaching and Learning

Department of Hospitality and Tourism Management

Center for Partnerships to Improve Education Center of Excellence for the Advancement of New Literacies in Middle Grades

78

Department of International and Intercultural Studies

College of Charleston Brand Manual

Names of Departments and Offices (CONTINUED)

Academic Departments/Programs (continued) Department of Management and Entrepreneurship Department of Marketing and Supply Chain Management Department of Mathematics

Joseph P. Riley, Jr. Center for Urban Affairs and Policy Studies • second reference: The Riley Center Lowcountry Hall of Science and Math Marine Resources Library Marlene and Nathan Addlestone Library • first or second reference: Addlestone Library

Department of Music Department of Philosophy Department of Physics and Astronomy Department of Political Science Department of Psychology Department of Religious Studies

Memminger Partnership Program • second reference: Memminger Partnership N.E. Miles Early Childhood Development Center Neuroscience Program Office of Maymester and Summer Sessions

Department of Sociology

Office of Professional Development in Education

Department of Studio Art

Office of Student Services and Certification

Department of Teacher Education

Office of Undergraduate Research and Creative Activities

Department of Theatre Department of Urban Studies Discovery Informatics Program Environmental Studies Program Film Studies Program General Education Program Hindi Program

Portuguese Program Program for Legal Interpreting Program in Latin American and Caribbean Studies Program in the Carolina Lowcountry and the Atlantic World Russian Studies Program Special Collections

Historic Preservation and Community Planning Program

Tate Center

Honors Program in Business Administration

Teaching Fellows Program

Italian Program

Women’s and Gender Studies Program

Japanese Program

Yaschik/Arnold Jewish Studies Program • second reference: Jewish studies

College of Charleston Brand Manual

79

Names of Departments and Offices (CONTINUED)

Administrative and non-academic Offices

Cougar Card Services

Academic Advising and Planning Center

Crisis Assistance Response and Education Program • often abbreviated as C.A.R.E.

Ann and Lee Higdon Student Leadership Center • first or second reference: Higdon Student Leadership Center

Avery Research Center for African American History and Culture • second reference: Avery Research Center Business Affairs Division Campus Recreation Services • often abbreviated as CRS

Department of Athletics • also Athletics Department Department of Public Safety Division of Marketing and Communications Division of Institutional Advancement Division of Student Affairs Environmental Health and Safety

Career Center

Faculty Senate

Carter Commercial Real Estate Center

Fire and EMS

Center for Civic Engagement

Halsey Institute of Contemporary Art

Center for Creative Retirement

Hissar Sailing Program

Center for Disability Services

John M. Rivers Communications Museum • second reference: Communications

Center for International Education Center for Student Learning Central Stores • also called Central Warehouse College of Charleston Bookstore College of Charleston Dining Services

• also called Dining Services

College of Charleston Foundation College of Charleston North Campus • on second reference: North Campus

Museum

Information Technology Division • second reference: Information Technology Office for the Academic Experience Office of Accountability, Accreditation, Planning and Assessment Office of Admissions and Academic Marketing Administrative and non-academic Offices (CONTINUED)

Controller’s Office

Office of Admissions and Adult Student Services

Community Service Center

Office of Advertising and Brand Management

Copy Center

Office of Alumni Relations

80

College of Charleston Brand Manual

Names of Departments and Offices (CONTINUED)

Office of Annual Giving Programs Office of the Auditor Office of Budgeting and Payroll Services Office of Business and Auxiliary Services Office of College Publications Office of Counseling and Substance Abuse Services Office of Development • also called the development office Office of Facilities Planning Office of Financial Assistance and Veterans Affairs Office of Government Relations Office of Greek Life Office of Human Resources Office of Institutional Diversity Office of Institutional Research Office of Legal Affairs Office of Legal Residency Office of Mail Services Office of Media Relations Office of Multicultural Student Programs and Services

Office of Professional Development in Education Office of the Registrar Office of Research and Grants Administration Office of Residence Life and Housing Office of Strategic Communication Office of Student Life Office of Student Media Office of Summer Sessions Office of Undergraduate Academic Services Office of E-Marketing Office of the Provost and Executive Vice President for Academic Affairs • also referred to as academic affairs Physical Plant • made up of Administrative and Maintenance Support Center, Carpentry Shop, Central Energy Plant, Custodial Services, Electrical Shop, Elevator Repair and Service, Engineering Division, Grounds Crew, HVAC Shop, Lock Shop, Maintenance Shop, Paint Shop, Plumbing Shop, Recycling Shop, and Special Events, Moving and Emergency Maintenance Services

Student Health Services Treasurer’s Office Upward Bound Program

Office of New Student Programs Office of Parking Services Office of the President • also referred to as the President’s Office Office of Procurement and Supply Services

College of Charleston Brand Manual

81

Names of Buildings and Campus Landmarks Following is a list of the formal and informal names of campus buildings and landmarks. Named rooms, wings and centers within these buildings are also listed under their respective buildings. Note that not all buildings are officially named and, therefore, not all buildings are listed here.

As a rule, capitalize campus buildings that have a formal, given name. All major words in the name should be capitalized, including the words Building or Center. Lowercase should be used for buildings with generic names that reflect the discipline taught or the activity conducted therein. An exception to this rule is the descriptive naming of buildings/places that carry such tradition that they have assumed the status of a formal, given name (e.g., the Cistern, the President’s House).

Use lowercase for rooms and facilities within buildings (e.g., room 118 in the Education Center, Maybank Hall conference room). Exceptions: Capitalize rooms and facilities within buildings that have a formal, given name (e.g., Alumni Memorial Hall in Randolph Hall).

In general, use the formal (complete and capitalized) name on first reference. Subsequent references may be shortened and in lowercase if the meaning is clear.

58 George Courtyard Outdoor common area located directly east of the John M. Rivers Communications Museum.

Abiel Bolles House Located at 7 College Way, it houses faculty offices.

Addlestone Library The formal name is the Marlene and Nathan Addlestone Library; Addlestone Library may be used on the first reference. Located at 205 Calhoun Street.

• Henry Brown Wing • S. Odell Hawkins Café

Aiken House

Benjamin F. and Jeannette K. Cox Exhibition Gallery; Cox Gallery may be used on the second reference.

• McKinley Washington Auditorium

Beatty Center The formal name is the Beatty Center for the School of Business;Beatty Center is acceptable on the first reference. Located at 5 Liberty Street.

• Wachovia Auditorium

BellSouth Building Located at 81 St. Philip Street, it houses classrooms and faculty and administrative offices.

• Lowcountry Hall of Science and Math

The formal name is the Governor William Aiken House; Aiken House may be used on the second reference. Located at 10 Green Way, it houses the Honors College. Also referred to as the Honors Center.

Berry Hall

AT&T Building

The formal name is the William Blacklock House; Blacklock House is acceptable on the first reference. Located at 18 Bull Street, it houses administrative offices.

See BellSouth Building.

Avery Research Center The formal name is the Avery Research Center for African American History and Culture; Avery Research Center may be used on the second reference. Located at 125 Bull Street.

• Avery Room • Cox Gallery: The formal name is the

82

The formal name is the Joe E. Berry Jr. Residence Hall; Berry Hall is acceptable on the first reference.

Located at 80 St. Philip Street.

Blacklock House

bookstore The formal name is the College of Charleston Bookstore; the bookstore may be used on the second reference. Located at 160 Calhoun Street.

College of Charleston Brand Manual

Names of Buildings and Campus Landmarks (CONTINUED) Buist Rivers Residence Hall

Early Childhood Development Center

Residence hall located at 13 College Way. It also includes Honors College administrative offices.

• Hawkins Living-Learning Center

The formal name is Nathan E. Miles Early Childhood Development Center; Early Childhood Development Center is acceptable on the first reference. Located at 91 Wentworth Street. Also referred to on campus as ECDC, which may be used on second reference.

Calhoun Annex Located at 172 Calhoun Street, it houses student media organizations.

• Chapel Theatre

Cameron House The formal name is the Hugh P. Cameron House; Cameron House may be used on the second reference. Located at 12 Bull Street, it houses faculty offices.

• Caroline and Albert Simons, Jr. Center for Historic Preservation

Carolina First Arena Casa Hispánica Residence hall for Spanish speakers, located at 8 Bull Street.

Cistern, the The concrete oval in front of Randolph Hall. The grassy area between Randolph Hall and Porters Lodge should be referred to as the Cistern Yard.

College Lodge Residence hall located at 157 Calhoun Street.

College Way The brick walkway located east of and parallel to Coming Street. It runs from George Street to Calhoun Street.

Cougar Mall The outdoor common area located between Maybank Hall and the Robert Scott Small Building. It was formerly called Maybank Mall/Cougar Plaza.

Craig Residence Hall and Craig Union The formal names are S. Douglas Craig Residence Hall and S. Douglas Craig Union; Craig Hall and Craig Union are acceptable on the first reference.

Located at 33 St. Philip Street, they are named for S. Douglas Craig, Class of 1905.

Dixie Plantation College property located on the Stono River.

Education Center The formal name is the Thaddeus Street Jr. Education Center; Education Center may be used on the second reference. Located at 25 St. Philip Street, it houses classrooms and faculty and administrative offices. It is named for Thaddeus Street Jr., Class of 1935.

• Jon Morter Laboratory of Anthropology • Michael Pincus Languages Resource Center • Septima Clark Memorial Auditorium • Volpe Center (second floor): The formal name is the Charles and Andrea Volpe Center for Teaching and Learning; Volpe Center may be used on the second reference.

Edward Leon Guenveur House Located at 57 Coming Street, it houses faculty offices.

• Lauretta Goodall-Guenveur Garden

Erckmann House Located at 9 College Way, it houses faculty offices.

From 1948 to 1971, John Zeigler Jr. and Edwin Peacock operated the Book Basement on the ground floor of this building.

Faculty House, the The formal name is the Thompson-Muller House; the Faculty House is also acceptable. Located at 20 Glebe Street.

French House Residence hall for French speakers. Located at 6 Bull Street.

Fresh Food Company Located at 8 Liberty Street.

George Street Apartments Residence hall for upperclassmen, located at 55 George Street.

George Street Parking Garage Located on St. Philip Street between George Street and Liberty Street.

College of Charleston Brand Manual

83

Names of Buildings and Campus Landmarks (CONTINUED) Glebe Courtyard Located between 6 and 12 Glebe Street.

Glenn McConnell Residence Hall Located at 101 Wentworth Street, it is named for Glenn McConnell, Class of 1969.

Greek houses The following houses are home to Greek organizations: 3 Coming Street (also known as the Scott House); 28, 32, 34, 35 and 43 Coming Street; 36 Coming Street (also known as the Graves House); 97, 99, 101, 103 and 105 Wentworth Street; and 107 Wentworth Street (also known as the William Johnson House).

greenhouse

Street, it houses the Yaschik/Arnold Jewish Studies Program.

• Arnold Hall: The formal name is Norman and Gerry Arnold Hall; Arnold Hall may be used on the second reference.

• Karesh Lobby: The formal name is the Stanley and Charlot Karesh Lobby; Karesh Lobby may be used on the second reference.

• Levin Library: The formal name is the Rabbi Hirsch Levin Judaica Library; Levin Library may be used on the second reference.

John Kresse Court Located in the Carolina First Arena.

John M. Rivers Communications Museum

Located at 18-A Bull Street, between the Blacklock House and the Addlestone Library.

Located at 58 George Street in the Barnard Elliott House, the museum is named for John M. Rivers Sr., Class of 1924.

Green Way

Johnson Center

The brick walkway running between St. Philip and Coming Streets. It was originally called Green Street (before it was closed in by the College).

Grice Marine Lab The formal name is Grice Marine Biological Laboratory; Grice Marine Lab is acceptable on first reference. Located at 205 Fort Johnson Road on James Island, it is named for George Grice, president of the College from 1945 to 1966.

• Marine Resources Library (building 8)

Higdon Student Leadership Center The formal name is the Ann and Lee Higdon Student Leadership Center; Higdon Student Leadership Center may be used on the second reference. It is named for Lee and Ann Higdon, president and first lady of the College from 2001 to 2006. Located at 69 Coming Street in the Farr House.

Honors College Located at 10 Green Way in the Aiken House.

J.C. Long Building Located at 9 Liberty Street, it houses classrooms and faculty offices.

Jewish Studies Center The formal name is the Sylvia Vlosky Yaschik Jewish Studies Center; Jewish Studies Center is acceptable on the first reference. Located at 96 Wentworth

84

The formal name is the F. Mitchell Johnson Physical Education Center; Johnson Center may be used on the second reference. Located at 28 George Street, it is named for F. Mitchell “Cussie” Johnson, Class of 1937.

Jonas Beard House Located at 112–114 Wentworth Street, it houses faculty offices.

Kelly House Residence hall located at 106 St. Philip Street.

Kennedy House Located at 26 Glebe Street, it houses faculty offices.

Knox-Lesesne House Historic residence house located at 14 Green Way.

Liberty Street Residence Hall Located at 8 Liberty Street.

Lightsey Center The formal name is the Harry M. Lightsey Center; Lightsey Center may be used on first reference.

Located at 160 Calhoun Street, it is named for Harry Lightsey Jr., president of the College from 1985 to 1991.

Lightsey Center Annex Located at 160-A Calhoun Street, it houses the Office of New Student Programs.

College of Charleston Brand Manual

Names of Buildings and Campus Landmarks (CONTINUED) Lucas House

President’s Garden

Historic residence house located at 24 Bull Street.

Garden located on the east side of Randolph Hall. It is dedicated to Kathleen K. Lightsey.

The Marion and Wayland H. Cato Jr. Center for the Arts Located at 161 Calhoun Street.

• Halsey Institute: The formal name is Halsey Institute of Contemporary Art; Halsey Institute may be used on the second reference.

Located on the first floor of The Marion and Wayland H. Cato Jr. Center for the Arts, the Halsey Institute’s staff curate and organize exhibitions of contemporary art.

Martindale-Bell House Located at 2 Green Way, it houses the office of the dean of the School of Humanities and Social Sciences.

Maybank Hall

President’s House The formal name is the Bishop Robert Smith House; the President’s House may also be used. Located at 6 Glebe Street, it is named for the first president of the College, who served from 1790 to 1797.

Randolph Hall The formal name is Harrison Randolph Hall; Randolph Hall is acceptable on the first reference.

It is named for Harrison Randolph, president of the College from 1897 to 1945.

• Alumni Memorial Hall (second floor): Alumni Hall is acceptable on the first reference.

• Classics Museum (third floor) • Graduate Studies Office (third floor)

The formal name is Burnet Rhett Maybank Hall; Maybank Hall is acceptable on the first reference.

Located at 169 Calhoun Street, it is named for Burnet Rhett Maybank, Class of 1919.

Riley Center

McAlister Hall

Rivers Green

The formal name is Marcia Kelly McAlister Residence Hall; McAlister Hall is acceptable on the first reference. Located at 80-B St. Philip Street.

Outdoor area directly behind Addlestone Library.

The Multicultural Center Located at 207 Calhoun Street.

North Campus Located at 5300 International Boulevard.

• Lowcountry Graduate Center

Patriots Point Athletics Complex Located in Mt. Pleasant. Home to the baseball, softball, soccer and tennis programs.

Physicians Memorial Auditorium Located at 3 College Way.

Physicians Promenade The brick area outside of Physicians Memorial Auditorium, 3 College Way.

Pi Kappa Phi Bell Tower Located between 65 and 69 Coming Street.

Porters Lodge

College of Charleston Brand Manual

The formal name is the Joseph P. Riley, Jr. Center for Urban Affairs and Policy Studies; the Riley Center may be used on the second reference.

Rivers House The formal name is the William James Rivers House; Rivers House is acceptable on the first reference. Located at 40 Coming Street, it houses administrative offices.

Robert Scott Small Building Located at 175 Calhoun Street, it houses classrooms and faculty and administrative offices. It is named for Robert Scott Small, Class of 1936.

• Admissions Information Center • John Henry Dick Wing • Robert Scott Small Room • Wendell Mitchell Levi Wing

Rutledge Rivers Residence Hall Located at 15 College Way, it is named for Rutledge Rivers, Class of 1890.

School of Education, Health, and Human Performance Building The yellow building at 86 Wentworth Street.

• Alumni Center: The formal name is the School of Education, Health, and Human Performance

85

Names of Buildings and Campus Landmarks (CONTINUED) Alumni Center; the Alumni Center may be used on the second reference.

• Gangi Courtyard • Jeremy Center: The formal name is Jeremy Warren Vann Teacher Education Center; Jeremy Center may be used on the second reference. It is named for Jeremy Warren Vann, Class of 1997. This is the white, “L”-shaped wing of the facility at 86 Wentworth Street.

• Monica A. Janas Conference Room

School of Sciences and Mathematics Building Located at 202 Calhoun Street, the building opened in January 2010.

• Lowcountry Hazards Center • South Carolina Space Grant Offices

Science Center The formal name is the Rita Liddy Hollings Science Center; Science Center may be used on the second reference. Located at 58 Coming Street, it is named for Rita Liddy Hollings, Class of 1957.

• Jennings Biochemistry Lab: The formal name is Earle Jennings Biochemistry Laboratory; Jennings Biochemistry Lab may be used on the second reference.

• Physicians Memorial Auditorium • Santee Cooper Geographic Information Systems Laboratory

Silcox Center The formal name is the Willard A. Silcox Physical Education and Health Center; Silcox Center may be used on the second reference. Located at 20 George Street, it is named for Willard A. Silcox, Class of 1933.

• Richard N. Godsen Exercise Physiology Lab

Simons Center The formal name is Albert Simons Center for the Arts; Simons Center may be used on the second reference. Located at 54 St. Philip Street.

• Recital Hall • Robinson Theatre: The formal name is Emmett Robinson Theatre; Robinson Theatre may be used on the second reference.

• Theatre 220

Sottile House The formal name is the Wilson-Sottile House; Sottile House is acceptable on the first reference. Located at 11 College Way, it houses administrative offices.

86

Sottile Theatre The formal name is the College of Charleston Sottile Theatre; Sottile Theatre may be used on the second reference. Special events venue located at 44 George Street.

St. Philip Courtyard The brick courtyard in front of the Simons Center.

St. Philip Street Parking Garage Located between Calhoun Street and Vanderhorst Street.

Stern Student Center The formal name is the Theodore S. Stern Student Center; Stern Student Center may be used on the second reference. Located at 71 George Street, it is named for Ted Stern, president of the College from 1968 to 1979. The building houses the Division of Student Affairs, the Office of Student Life, the Student Government Association, and many student organizations.

• Stern Center Ballroom • Stern Center Food Court • Stern Center Garden • Stern Center Pool • Fitness Center

Tate Center Formerly called the Tate Center for Entrepreneurship. Located at 5 Liberty Street, it is named for Jack Tate.

Towell Library The formal name is Edward Emerson Towell Library; Towell Library is acceptable for the first reference.

It is named for Edward Towell, Class of 1934.

Pronounced like Toll.

Wagener House Located at 6 Green Way, it houses Honors College staff and the School of Sciences and Mathematics.

Walker Sailing Complex The formal name is the J. Stewart Walker Sailing Complex, named in honor of J. Stewart Walker, Class of 1978. Walker Sailing Complex may be used on the second reference. Located at Patriots Point Marina, it is home to the Hissar Sailing Program.

College of Charleston Brand Manual

Names of Buildings and Campus Landmarks (CONTINUED) Warren Place Residence hall located at 1, 10 and 20 Warren Street.

Wentworth Street Parking Garage Located between King Street and St. Philip Street.

College of Charleston Brand Manual

87

Common Grammar and Style terms abbreviations and acronyms In general, avoid using abbreviations and acronyms unless they are universally recognized, such as AIDS, FBI, GPA and NASA. Please refer to the Associated Press (AP) Stylebook for specific guidelines. For associations, companies, organizations, etc., use the official name on first reference. On second reference, the abbreviation may be used (e.g., The National Oceanic and Atmospheric Administration has a satellite office in the Fort Johnson complex. NOAA is responsible for issuing hurricane warnings). For plural abbreviations, add an s without an apostrophe (e.g., RAs). For abbreviations for College of Charleston degrees, see degrees.

academic disciplines Lowercase all academic disciplines except those incorporating proper nouns (e.g., biology major, concentration in English, history department).

academic grades Capitalize and use roman typeface (e.g., She made a B+ on the paper).

adviser

individual. Whenever possible, be precise and use the name of the tribe. If Indian is used, be careful to adequately distinguish from East Indian. Do not hyphenate American Indian or Native American, even as adjectives.

a.m., p.m.

Lowercase and use periods. Small caps (a.m., p.m.) are acceptable.

ampersand (&) Do not use an ampersand in running text unless it is part of a formal name. It is allowed in a list or a table where space is an issue.

annual Do not use first annual; it is redundant. Instead, use inaugural.

arboretum The proper name of the campus arboretum is the College of Charleston Arboretum. Subsequent references may use arboretum alone in lowercase.

archaeology Not archeology.

Not advisor in general use. In formal publications, however, use the spelling adopted for the particular position.

Asian American

African American, black

bachelor, bachelor’s degree

Do not hyphenate, even when used as an adjective.

According to AP style, the preferred term is black.

Use African American only in quotations, the names of organizations or if individuals describe themselves so. Do not hyphenate African American, even as an adjective.

Use an apostrophe when modifying a noun, otherwise use no apostrophe (e.g., She’s getting a bachelor of arts; His bachelor’s degree means great job prospects).

alumni

Capitalize when used with an academic major, but not in general use (e.g., She’s getting a Bachelor of Arts in English; His bachelor of arts means great job prospects).

Alumnus refers to one male who graduated from a college or to a graduate of unspecified gender.

Alumna refers to a female graduate. Alumni refers to two or more graduates who are either all male or are both male and female. Alumnae refers to a group of female graduates. Use the nickname alum sparingly. In text, graduates’ names may be followed by a note of their year of degree (e.g., John Doe ’50); note the outward apostrophe preceding the year.

American Indian, Native American American Indian is preferred, but Native American may also be used, depending on the wishes of the

88

bachelor of arts

bachelor of science Capitalize when used with an academic major, but not in general use (e.g., She’s getting a Bachelor of Science in Biology; His bachelor of science means great job prospects).

black, African American According to AP style, the preferred term is black (lowercase). Use African American only in quotations, in the names of organizations or if individuals describe themselves so.

College of Charleston Brand Manual

Common Grammar and Style terms (CONTINUED)

blog

CougarAlert

Can be used as a noun or as a verb.

Used as one word with capital C and A when referring to the campus emergency notification system.

Board of Trustees Always capitalize when referring to the College of Charleston Board of Trustees.

Cougar Club

campus

CougarTrail

Lowercase in all instances.

Used as one word with capital C and T when referring to the campus online system.

campuswide When used as a suffix, wide is not usually hyphenated, per AP.

canceled

Two words.

course titles Use roman type, capitalized, without quotation marks (e.g., Introduction to World History).

Not cancelled.

coursework

catalog, cataloged, cataloger, cataloging

cultural and historical periods, movements, styles

Not catalogue.

Class of 19XX/20XX Capitalize class when describing graduating bodies of students.

College Calendar The master calendar of the College, located on the website, www.cofc.edu.

College of Charleston, the Use the with the noun College of Charleston except in lists of institutions. Do not capitalize the t in the.

When College of Charleston is an adjective, the is not needed. On second reference and when obviously referring to this university, the College may be used. Do not use CofC in print publications, websites or in any formal references to the College.

In general, the names of historical or cultural periods are lowercased, except for proper nouns and adjectives, or to avoid ambiguity (e.g., baroque architecture, classical sculpture, colonial politics, Hellenistic period, Victorian era, Bronze Age, Enlightenment, Middle Ages, Reformation, Renaissance). Similarly, capitalize the names of cultural movements and styles if they are derived from proper nouns; otherwise lowercase them (e.g., Doric, Gothic, Neoplatonism, Pre-Raphaelite, Romanesque, cubism, modernism).

data Can be used as a singular or plural noun and may take either a singular or plural verb.

database

commencement

degrees

Capitalize this word when referring to the formal ceremony and use lowercase for generic usage (e.g., The May Commencement will be held in the Cistern Yard; The College has two commencement ceremonies in May).

Currently, the College offers the degrees listed below. For more information, see page 90. Note that generic degree designations are lower case, while degrees that refer to specific academic programs are capitalized.

A.B. – Artium Baccalaureatus B.A. – bachelor of arts B.S. – bachelor of science Graduate degrees offered at the College are as follows: M.A. – master of arts M.A.T. – Master of Arts in Teaching M.Ed. – master of education M.P.A. – Master of Public Administration M.S. – master of science

compound words and hyphenated words See hyphen in the Punctuation Guide.

comprise Comprise means to contain, to include all or embrace, so never say comprised of. See AP’s “compose, comprise, constitute” entry.

College of Charleston Brand Manual

89

Common Grammar and Style terms (CONTINUED)

doctorate, doctoral Doctorate is a noun; doctoral is an adjective. You may have a doctorate, or a doctoral degree, but not a doctorate degree.

groundbreaking, groundbreaking ceremonies healthcare, health care

Avoid these terms; use residence halls instead.

Health care is a noun, healthcare is an adjective (e.g., Legislators are concerned about the price of health care; Healthcare providers are concerned.).

e.g.

Hispanic, Latino/a, Mexican American

This always means “for example” and is always followed by a comma.

These terms, which should be capitalized, have distinct meanings that depend, to a large extent, on interpretations and preferences of individuals.

But, according to AP style, the preferred term is Hispanic for those whose ethnic origin is a Spanishspeaking country other than Spain. Latino/a is an acceptable alternative for Hispanics who prefer that term. When Latino/a is used, care should be taken to use the proper ending: Latino refers to one male, Latina refers to one female, Latinos refers to more than one male or a group of mixed gender and Latinas refers to more than one female.

When possible, use more specific identification, such as Mexican American, Cuban or Puerto Rican.

Avoid using Chicano. Do not hyphenate Mexican American, even when used as an adjective.

dorms, dormitories

e-mail First-Year Experience foreign words On the first reference, italicize words that have not been incorporated into everyday use. Check Merriam-Webster’s Collegiate Dictionary if you are unsure about the word’s use.

freshman, freshmen Do not use freshmen as an adjective. (It’s not freshmen residence halls any more than it is sophomores residence halls.)

fundraiser, fundraising One word in all cases, per AP.

gender-neutral language Be sensitive to the implications of language and try to avoid sexist terms. When possible, replace masculine pronouns with nouns (e.g., Each student should hand in his paper on time may be rewritten as Students should hand in their papers on time).

General Education, General Education Program, General Education course, General Education requirement Capitalize as shown in reference to a specific program, but lowercase when used generically (e.g., Many universities have revised their general education requirements in recent years).

GPA On first reference, use grade point average; GPA may be used on the second reference.

Greek life In reference to fraternities and sororities on campus.

Also referred to as Greek system. The campus office is the Office of Greek Life.

90

Homecoming Capitalize to denote the official event, but lowercase when used generically (e.g., We will be attending Homecoming this year; College campuses across the nation celebrate homecoming).

home page i.e.

This always means “that is” and is always followed by a comma.

Internet learning communities Lowercase in all instances.

lectures Put the full titles of lectures in quotation marks (e.g., The subject of his lecture is “The World of Walt Whitman”). Topics need no quotation marks (e.g.

She will speak about the fiction of Charles Dickens).

Capitalize lecture titles and lecture series titles, but not preceding modifiers (e.g., She delivered the fourth annual Holmes-Hunter Lecture).

College of Charleston Brand Manual

Common Grammar and Style terms (CONTINUED)

lists See the list punctuation entry in the Punctuation Guide.

Listserv Capitalize, as it is a trademarked name, or use listserver or e-mail discussion group.

master, master’s Use an apostrophe when modifying a noun; otherwise use no apostrophe (e.g., She’s getting a master of science; His master’s degree means great job prospects).

master of arts Capitalize when used with an academic major, but not in general use (e.g., She’s getting a Master of Arts in English; His master of arts means great job prospects).

Master of Arts in Teaching

a noun (e.g., I want to live in on-campus housing).

Do not hyphenate when on serves as a preposition (e.g., I want to live on campus). The same applies to off-campus and off campus.

online, on-line, on line This should be one word when referring to computer communications. In other cases, hyphenated when used as an adjective and two words as a noun.

orientation Lowercase in all instances.

percent Always use numerals and spell out percent.

possessives See apostrophe in the Punctuation Guide.

range See dash in the Punctuation Guide.

master of education

residence hall

Capitalize when used with an academic major, but not in general use (e.g., She’s getting a Master of Education in Early Elementary Education; His master of education means great job prospects).

This is the preferred term for on-campus student living accommodations; do not use dorm or dormitory.

résumé

Master of Public Administration

scholarships

master of science Capitalize when used with an academic major, but not in general use (e.g., She’s getting a Master of Science in Biology; His master of science means great job prospects).

multicultural

Use lowercase except for named awards (e.g., She received a scholarship from the College; He received the John Doe Merit Scholarship).

seasons Lowercase, except at the beginning of a sentence.

semesters

Muslim

Lowercase, except at the beginning of a sentence (e.g., The class will be offered for the first time during spring semester 2009).

This is the preferred term to describe followers of Islam.

signs, notices, mottoes

One word.

MyCharleston Used as one word with a capital M and C when referring to the College’s student, faculty and staff portal to Web-accessible information.

Specific wording of signs, notices, mottoes or inscriptions within text should be capitalized and, if long, placed in quotation marks (e.g., She has a No Smoking sign on her door; The College’s seal bears the motto “Sapientia Ipsa Libertas Aedes Mores Juraque Curat”).

nonprofit on-campus, on campus Hyphenate when serving as an adjective describing

College of Charleston Brand Manual

91

Common Grammar and Style terms (CONTINUED) state names Follow AP’s guidelines. In textual material, always spell out state names when they stand alone. When used in conjunction with the name of a city or a town, abbreviate states per AP. (Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah are never abbreviated according to these rules.) Do not use postal abbreviations (e.g., use S.C. and not SC, Mass. and not MA, Fla. and not FL).

student-athlete Student Government Association

For Web: When writing out a Web address, please use the entire link (e.g., http://www.cofc.edu).

Web Capitalize, but lowercase when a suffix is added (e.g., webcast, webmaster, website).

Web Mail The campus Web-based e-mail system.

Web page

Capitalize on first reference; SGA may be used on the second reference without indicating its meaning.

website

students

Both of these words are lowercase when used to describe racial groups.

In external communications, always include College of Charleston on the first reference (e.g., He is currently a College of Charleston student).

titles See the Administrative and Professional Titles section.

white, black

workforce World Wide Web

trademark symbol (™) Use only on the first reference. If you cannot use superscript, use parentheses: (TM).

T-shirt U.S. This abbreviation is acceptable as an adjective or as a noun, per AP.

USA Do not use periods.

URL Use lowercase roman type. If a URL is at the end of a sentence, follow with a period. Always check that the URL works and appears in the text exactly as it appears online.

For print: If a Web address must be split into two lines, break it before a slash or dot and make sure that a hyphen is not added. If the Web address begins with http://www, do not include http:// in the address (e.g., www.cofc.edu). If the Web address begins with something other than http:// (e.g., https:// or ftp://), include the entire address (e.g., https://gibbes.cofc.edu).

92

College of Charleston Brand Manual

Charleston Terms Below is a list of terms that are unique to the Charleston area. Many of these are commonly misspelled and/or mispronounced; others may simply need a little explanation for those who are unfamiliar of their meaning.

Barre Street Pronounced like Barry.

Battery, the The formal name is Battery Park, which includes the waterfront promenade and White Point Park and Garden; the Battery may be used on the second reference.

Legare Street Pronounced La-gree.

Lowcountry Mazyck-Wraggsborough Moncks Corner

Charles Towne Landing

Montagu Street

Charleston Air Force Base

The street that intersects with Coming Street is Montagu Street. Montague Avenue is in North Charleston. Same pronunciation.

Charleston Harbor Citadel, The Capitalize the T in The.

Colonial Lake Cooper River

Naval Weapons Station The formal name is Naval Weapons Station Charleston; the Naval Weapons Station may be used on the second reference.

oyster roast

Daniel Island

A popular winter-time social occasion that involves grilling/steaming oysters, prying them out of their shells and eating them with cocktail sauce.

Dewees Island

palmetto bug

East Cooper

A nicer way to say American cockroach.

The region east of the Cooper River.

Patriots Point

Elliotborough

Radcliffeborough

Frogmore stew

Ravenel Bridge

Also known as Lowcountry boil, this stew usually combines shrimp, corn on the cob, sausage and red potatoes.

Hasell Street Pronounced like Hazel.

Holy City, the Huger Street

The formal name is the Arthur Ravenel Jr. Bridge; Ravenel Bridge may be used on the second reference. Do not use Cooper River Bridge.

Constructed in 2005, this bridge crosses the Cooper River and connects Charleston and Mt. Pleasant. It is named after the 1950 College of Charleston graduate.

RiverDogs

Pronounced Hujee.

The name of the Charleston minor league baseball team.

Joe, The

R months, the

The formal name is Joseph P. Riley, Jr. Park; The Joe may be used on the second reference.

Local oysters are said to be best during the months that have the letter r in them (i.e., September– April).

Johns Island

College of Charleston Brand Manual

93

Charleston Terms

(CONTINUED)

shag The official state dance.

she-crab soup A creamy Lowcountry soup made with crabmeat, crab roe and sherry.

shrimp and grits Spoleto The formal name is Spoleto Festival USA; Spoleto may be used on the second reference. Pronounced Spuh-lay-toe.

St. Philip Street Pronounced Saint Philip Street.

Sullivan’s Island sweetgrass basket Vanderhorst Street Pronounced Vandross.

Wagener Terrace Washout, the An area of Folly Beach that is a favorite among surfers.

West Ashley The area west of the Ashley River.

94

College of Charleston Brand Manual

ACADEMIC DEGREES • Omit D.B.A., D.V.M., M.D., Ph.D. and other degrees in text after a person’s name, with the exception of formal event materials, such as formal programs, invitations, letters and donor lists.

• Omit abbreviations for fellowships or certifications after names (e.g., FACS), except on formal programs, invitations, etc.

• Communicate a person’s expertise and academic excellence through the use of titles and context.

• When abbreviations are appropriate, please use the following College of Charleston degree abbreviations: A.B. – Artium Baccalaureatus B.A. – bachelor of arts B.S. – bachelor of science CER – certificate M.A. – master of arts M.A.T. – Master of Arts in Teaching M.Ed. – master of education M.P.A. – Master of Public Administration M.S. – master of science

• Use discretion and context in determining the most appropriate descriptive terms for people with multiple titles and professional achievements.

• In general writing, please use the following general College of Charleston degrees. Note that generic degree designations are lower case, while degrees that refer to specific academic programs are capitalized.

Artium Baccalaureatus degree bachelor’s degree bachelor of arts degree bachelor of science degree master’s degree master of arts degree Master of Arts in Teaching degree master of education degree Master of Public Administration degree master of science degree

College of Charleston Brand Manual

95

NUMBERS Generally, spell out zero through nine (and first through ninth). Use numerals for everything 10 (10th, etc.) or more. This holds true in a series (e.g., They had four four-room houses, 10 threeroom houses and 12 10-room houses).

Exceptions – Always Spell Out

dates

• casual expressions (e.g., a quarter of a mile, hundreds of pages, thousands of fleas) • sentence start (e.g., Tenth place isn’t that bad, Twenty-three people showed up) • street names (e.g., 124 Second Street)

• Numbers are used for dates.

• In informal contexts, abbreviate years with an outward apostrophe (e.g., Class of ’84).

• Decades may be spelled out (e.g., the eighties) or expressed as numerals (e.g., the ’80s), as long as they are kept consistent.

• Use numbers for centuries (e.g., 20th century).

• Dates should generally be written as May 11, 1975.

Exceptions – Always Use Numerals • addresses (e.g., 1 Broad Street) • ages (e.g., The 2-year-old child will be 3 years of age next year) • betting odds (e.g., The chances were 5-4) • court decisions (e.g., The court ruled 5-4) • dimensions (e.g., The rug is 6 feet wide) • dollar amounts (e.g., 5 cents, $60,000, $4 million) • formulas • GPAs • heights • highway designations (e.g., U.S. Highway 1) • in headlines • in recipes • millions and billions (e.g., 7 million people) • parts of a book or play (e.g., Chapter 3, Act 2) • percentages (e.g., 7 percent) • proportions (e.g., 2 parts powder to 6 parts water) • ratios (e.g., a 2-1 ratio) • room numbers • sizes (e.g., a size 9 shoe) • speeds (e.g., 50 mph), but not distance (e.g., They traveled four miles) • temperatures (except zero) • time (e.g., 2 a.m.)

• volume (e.g., 2 ounces) • weights

fractions Fractions are spelled out (e.g., two-thirds). If paired with a whole number, however, use numerals according to the decimal system (e.g., 2.25).

number as a word When the word number is used with a figure to express a concept, use No. (e.g., No. 1 team, No. 3 choice).

numbers in proper names Numbers in proper names are written as the organization writes them. For personal names, the names of wars, and the names of yachts, spacecraft, etc., use Roman numerals (e.g., Robert P. Smith III, World War II, America IV, Voyager II). Do not separate the name and the number with a comma.

plural numerals For plural numerals, add an s with no apostrophe (e.g., 1990s, she’s in her 40s).

spelled-out numbers When numbers are spelled out, use a hyphen to connect a word ending in y to another word. (e.g., twenty-one, one hundred forty-three). Do not use commas between other separate words that are part of one number (e.g., one million two hundred seventy-six thousand five hundred eighty-seven).

telephone numbers Do not use parentheses with area codes; use periods (e.g., 843.953.5500). Do not put a 1 before any phone number

96

College of Charleston Brand Manual

Punctuation GUIDE The College of Charleston follows the punctuation rules set forth in the AP Stylebook. Below are some of the guidelines (and exceptions).

apostrophe (’) • To indicate a possessive, add an ’s to singular common and proper nouns (e.g., the dog’s tail, your money’s worth, the fox’s den, Metz’s publication, the justice’s verdict).

• When a singular or plural noun ends in s, add only the apostrophe to indicate possession (e.g., five years’ worth, Agnes’ book, others’ plans). This also applies to both common and proper nouns.

• The following special expressions take an apostrophe alone: for conscience’ sake, for appearance’ sake, for goodness’ sake (but the appearance’s cost, my conscience’s vote).

• To show joint ownership, use the possessive form after the last word only (e.g., Fred and Sylvia’s dogs). Fred’s and Sylvia’s dogs refers to distinct ownership of the dogs: Fred owns one (or more) and Sylvia owns one (or more).

• Do not add an apostrophe to a word ending in s when it used as a descriptor (e.g., a teachers college, a writers guide, a citizens band radio). The apostrophe usually is not used if for or by rather than of would be appropriate in the longer form (e.g., a college for teachers). Note that if the term involves a plural word that does not end in s, an apostrophe should be used (e.g., a children’s hospital).

• Use an apostrophe to indicate omitted letters (e.g., I’ve, don’t) and figures (e.g., Class of ’62, the ’50s). Note that when there is a space before the word or number preceded by an apostrophe, the apostrophe should point outward (e.g., ’tis). When there is a space after the word, the apostrophe should point inward (e.g., rock ’n’ roll).

• Use an apostrophe to indicate the plural of a single lowercase letter (e.g., Mind your p’s and q’s); capital letters do not require an apostrophe in the plural (e.g., the Five Ws). However, do not use an apostrophe for plural abbreviations that are more than one letter (e.g., RAs).

brackets ([ ]) • Editor’s notes and corrections, explanations or comments within quoted material should be enclosed in brackets (e.g., “They are furnished separate but equal [locker room] facilities,” he said).

• Use brackets as parentheses within parentheses (e.g., One of the department’s alumni (who had received both a bachelor’s degree [1980] and a master’s degree [1985] from the College)

College of Charleston Brand Manual

contributed $10,000 for the scholarship).

• Brackets may also be used to enclose phonetic pronunciation (e.g., I really enjoyed visiting Suisun [sue-soon’] Bay).

• Per AP, news releases should not contain brackets; substitute parentheses.

colon (:) • Use a colon at the end of a complete sentence to introduce a list (e.g., Jeff has three favorite meals: breakfast, lunch and dinner).

• If the material following a colon consists of one or more complete sentences, or if it is a quotation, it should begin with a capital letter (e.g., She made up her mind: She would leave in the morning).

However, lowercase a sentence fragment following a colon (e.g., She packed everything she owned: a toothbrush, a camera and a duffle bag’s worth of clothes).

• Colons go outside quotation marks unless they are part of the quotation itself.

• Do not combine a dash and a colon in a sentence.

• Do not use a colon to separate main sentence elements, such as a verb and a direct object, even if the direct object is in a list: The items in the briefcase are paperclips pens pencils keys.

• For more information, see list punctuation.

comma (,) • Use a comma to separate adjectives of equal weight modifying a noun (e.g., Meteorologists forecast another hot, humid summer).

• To avoid confusion, use a comma to separate an introductory clause or phrase from the main clause (e.g., When the fire alarm went off for the third time that night, the motel clerk finally called the fire department). The comma may be omitted if doing so does not change the clarity of the sentence (e.g., For six nights floodwater threatened the future of Charleston).

• Commas separate main clauses joined by coordinating conjunctions if the subjects are separate (e.g., Seven men were arrested this morning on the east side, and 10 more were taken into custody six hours later).

• Use a comma to attribute full quotes (e.g., Clark says, “Everyone who visits the College of

97

Punctuation GUIDE Charleston falls in love with it”). Do not use a comma before a partial quote (e.g., Williams said that Parks’ legacy “represents the power of the individual”).

• Use commas to set off non-restrictive (non-essential) clauses, phrases and modifiers from the rest of the sentence (e.g., John Doe, assistant to President Joe Smith, says the fund’s aim is to help projects that could otherwise slip past other funding sources).

• When a conjunction such as and, but or for links two clauses that could stand alone as separate sentences, use a comma before the conjunction when the subject of each clause is expressly stated (e.g., She was glad she found a more convenient flight, but she was disappointed that there were no seats left in first class). Do not use a comma when the subject of the two clauses is the same and is not repeated in the second clause (e.g., She was glad she had found a more convenient flight but disappointed that there were no seats left in first class).

• Use a comma at the end of a quote that is followed by attribution, but not if the quoted statement ends with a question mark or exclamation point (e.g., “Eat your vegetables,” Mom said; “Why should I?” he asked).

• Commas set off an individual’s hometown and/ or age when it is placed in apposition to a name (e.g., Mary Green, Summerville, S.C., was there; Mary Green, 48, was there).

• Commas always go inside quotation marks (e.g., “Eat your vegetables,” she said.)

• Use commas to separate items in a series (e.g., The new director enjoys sailing, cooking, stamp collecting and gardening. See also serial commas.

dash (— and –) • The College uses an en dash (–) with a letter space on both sides to set off parenthetical remarks and phrases that would otherwise be set off by commas but that already contains a comma (e.g., My brother’s puppy – a brown Pomeranian with white, orange and black spots – is spoiled rotten).

• The en dash is also used for continuing (or inclusive) numbers or words (e.g., January 5–9, E–P, Monday–Friday). Do not use an en dash when the word from is actually used (e.g., 1968–72 or from 1968 to 1972, never from 1968–72).

• An en dash is also used in place of a hyphen in compound adjectives when one of the elements is an open compound (e.g., post–Civil War period, Peabody Award–winning program), when referring

98

(CONTINUED)

to one campus of a multi-campus university (e.g., University of Wisconsin–Madison), when combining two equal elements (e.g., Paris–Rome train) or when combining two hyphenated compounds (e.g., quasi-public–quasi-judicial body).

• The em dash (—) is used for abrupt changes of thought, epigraphs and datelines. AP requires space on each side of an em dash; in printed publications, however, letter spacing is the responsibility of the designer (of the typeface and of the publication), not of the writer. Most importantly, treat em dash spacing consistently throughout a document or publication.

ellipsis (…)

• Within sentences, use spaces to separate dots from one another and from surrounding text.

• If the words that precede an ellipsis constitute a complete sentence, place a period at the end of the last word before the ellipsis. When the complete sentence calls for a question mark, exclamation point or colon, use the appropriate punctuation. Regardless, follow the punctuation with a space and an ellipsis (e.g., I no longer have a political base. …; Will you come? …).

• Do not use an ellipsis at the beginning of a quotation or citation.

exclamation point (!)

• Use exclamation points sparingly. End mildly exclamatory sentences with periods.

• Exclamation points go inside quotation marks when they are part of quoted material (e.g., “Never!” he shouted). Do not use a comma after the exclamation point.

hyphen (-) • Use a hyphen to link words with prefixes only when not using a hyphen causes confusion (e.g., He recovered from his illness; She re-covered the upholstered chair).

• When a compound modifier – two or more words that express a single concept – precedes a noun, use hyphens to link all the words in the compound except the adverb very and all adverbs that end in ly (e.g., bluish-green dress, full-time job, wellknown man, know-it-all attitude, very good boy, easily done task). When compound modifiers come after a noun, however, they are not hyphenated (e.g., The dress is bluish green; Her job is full time; That man is well known; His attitude

College of Charleston Brand Manual

Punctuation GUIDE suggested that he knew it all).

• Do not use hyphens with phone numbers; instead, use periods.

list punctuation • Vertical lists are best introduced by a complete sentence, ended by a colon.

• Items carry no closing punctuation, unless they consist of complete sentences.

• When a vertical list completes a sentence begun in the introductory element and consists of phrases or sentences with internal punctuation, semicolons may be used between the items, and a period should follow the final item. Each item begins with a lowercase letter. Such lists, often better run into the text, should be set vertically only if the context demands that they be highlighted.

parentheses ( () ) • Avoid using parentheses, if possible. Try using commas or dashes to isolate incidental material.

• Place a period outside a closing parenthesis if the material inside is not a complete sentence (such as this fragment). When a phrase placed in parentheses (this one is an example) might normally qualify as a complete sentence but is dependent on the surrounding material, do not capitalize the first word or end the sentence with a period. (An independent parenthetical sentence such as this one takes a period before the closing parenthesis.)

period (.)

• Periods always go inside quotation marks.

• Use a single space after a period at the end of a sentence.

question mark (?)

• Use a question mark directly after questions within sentences (e.g., You told me – Did I hear you correctly? – that you had started your homework).

• Place question marks inside quotation marks when the question is part of the quotation and outside the quotation marks when the question is not part of the quotation (e.g., He asked, “How long will it take?”; Who wrote “The Road Not Taken”?). When both the sentence and the quotation are questions, use a single quotation mark at the end of the full sentence (e.g., Did you hear him say, “What right do you have to ask me about that?”).

College of Charleston Brand Manual

(CONTINUED)

quotation marks (“”) • If a full paragraph of quoted material is followed by a paragraph that continues the quotation, do not put a closing quotation mark at the end of the first paragraph; start the next paragraph with opening quotation marks.

• A partial quote always requires a closing quotation mark, even when immediately followed by a new paragraph that continues a quote by the same individual.

• In dialogue, every change in speaker requires a new paragraph.

• Quotation marks indicate irony (e.g., The “discussion” turned out to be a one-sided lecture) or unfamiliar terms on the first reference only (e.g., The scientist suggested that one thing affecting neurotransmission is “somatostatin.”

She explained that somatostatin regulates the endocrine system).

• Alternate between double quotation marks (“) and single marks (‘) for quotes within quotes.

• The period and the comma always go within the quotation marks. The dash, question mark and exclamation point go within the quotation marks when they apply to quoted material only. When they apply to the entire sentence, they go outside the quotation marks.

semicolon (;) • Use a semicolon to connect two independent clauses that are not related, thus avoiding comma splices or run-on sentences (e.g., Her cabinets are filled with plates, bowls and glasses; utensils can be found in the drawer).

• Semicolons also may be used to separate the elements of a series when the elements themselves include commas. In such a case, include a semicolon before the conjunction at the end of the series (e.g., In attendance at the ceremony were April Lane, mother of the bride; Scott Lane, father of the bride; and Peter Lane, brother of the bride).

serial commas • Per AP style, omit the serial comma (the comma preceding and or or in a series) when it is not needed (e.g., The U.S. flag is red, white and blue).

• In some cases, the serial comma is simply necessary to prevent confusion (e.g., There are four major groups of vertebrates: mammals, reptiles and birds, fish, and amphibians). See also semicolon and dash.

99

100

College of Charleston Brand Manual

Chapter 9 College HISTORY The long and distinguished history of the College of Charleston is a core brand strength of the College. The information in this chapter should be used in College marketing and communications materials to reinforce the truth that the unique qualities of today’s College of Charleston are a result of the historic nature of our institution. The history of the College is not an anchor keeping the institution from moving forward. Rather, our history provides a strong foundation for the College of Charleston’s dedicated learning community to explore, to discover, to create.

College of Charleston Brand Manual

101

College of Charleston: A bRIEF HISTORY Founded in 1770 and chartered in 1785, the College of Charleston is the oldest institution of higher education south of Virginia and the 13th oldest in the United States. During the colonial period, wealthy families sent their sons abroad for higher education. By the mid-18th century, many leading citizens supported the idea of establishing an institution of higher learning within the state. On January 30, 1770, Lieutenant Governor William Bull recommended to the colony’s general assembly the establishment of a provincial college. However, internal disagreements, political rivalries and the American Revolution delayed its progress. After the war, South Carolina citizens returned their attention to establishing a college. On March 19, 1785, the College of Charleston was chartered to “encourage and institute youth in the several branches of liberal education.”

Several of the College’s founders played key roles in the American Revolution and in the creation of the new republic. Three were signers of the Declaration of Independence, and another three were framers of the U.S. Constitution. Other founders were past, present and future federal and state lawmakers and judges, state governors, diplomats and Charleston councilmen and mayors. Robert Smith served as the College’s first president. Educated in England, he was ordained as a priest in the Anglican Church and relocated to Charleston, where he served as rector of St. Philip’s Church. During the American Revolution, he supported the patriot cause and even served as a soldier during the siege of the city. He later became the first Episcopal bishop of South Carolina.

The first classes were held on the ground floor of Reverend Smith’s home on Glebe Street (now the residence for College of Charleston presidents). Later, rooms for the College were fashioned out of an old military barracks located on the public land that is now the Cistern Yard. Instruction began there in January 1790. The College graduated its first class in 1794, which consisted of six students. By 1824, the College offered a curriculum broad enough to grant degrees regularly. During Reverend Jasper Adams’ tenure as president, he reorganized the College and orchestrated the construction of the first building specifically designed for teaching – today’s Randolph Hall.

In 1837 the College became the nation’s first municipal college when the City of Charleston assumed responsibility for its support. The City provided funds, for example, in 1850 to enlarge the main academic building (Randolph Hall), to construct Porters Lodge and to fence in the Cistern Yard, the block that is still the core of the campus. It remained a municipal college until the 1950s, when the College again became a private institution.

During the Civil War, many students and faculty left to serve the Confederacy. Despite dwindling student numbers and a long-running siege of the city by Federal troops, there was no suspension of classes until December 19, 1864, two months before the city was evacuated.

Classes resumed on February 1, 1866, and over the next four decades, the College weathered several financial crises, Reconstruction, hurricanes and the devastating earthquake of 1886. Until the 20th century, students who attended the College were primarily Charlestonians.

Harrison Randolph (president, 1897–1945) changed that by building residence halls and creating scholarships to attract students from other parts of the state. Under President Randolph, women were admitted to the College and the enrollment increased from just 68 students in

102

College of Charleston Brand Manual

College of Charleston: A bRIEF HISTORY (CONTINUED) 1905 to more than 400 in 1935. For many institutions of higher education across the South, integration took place in the late 1960s. For the College, the first black students enrolled in 1967.

The enrollment remained at about 500 until the College became a state institution in 1970.

According to the 1970 legislative decree that incorporated the College of Charleston into the South Carolina system, the College was given a mandate to develop flagship programs in academic areas that capitalize on the unique natural and cultural strengths of Charleston and the Lowcountry, especially marine biology and fine arts. Today, the College’s Grice Marine Laboratory is one of the Eastern Seaboard’s leading research centers in the marine sciences, while the School of the Arts has grown from a fine arts department with a limited focus into one of the most comprehensive arts schools in the nation.

During Theodore Stern’s presidency (1968–1979), the number of students increased to about 5,000 and the physical facilities expanded, from fewer than 10 buildings to more than 100. The first graduate programs were established in 1972. Between 1979 and 2001, the enrollment continued to increase, climbing to more than 10,000 and attracting students from across the country and around the world.

In 1992, the University of Charleston, now called The Graduate School of the College of Charleston, was founded as the graduate program for the College. The Graduate School now offers 18 degrees and 10 certificate programs, and coordinates support for the College’s many nationally recognized faculty research programs.

In 2001, the College embarked on an ambitious multi-year plan designed to enhance the overall student experience, increase the faculty and student support staff and upgrade and expand facilities. The College renovated many historic structures and opened several new buildings, including two new residence halls, the Beatty Center (School of Business), the Marlene and Nathan Addlestone Library and the new facilities for the School of Education, Health, and Human Performance.

The building boom continues today, with the Marion and Wayland H. Cato Jr. Center for the Arts and a new science building opening in October 2009 and January 2010, respectively, and the first phases of construction are underway on a new research and residence facility at the Grice Marine Laboratory and the Dixie Plantation site.

Today, under the presidency of P. George Benson (2007–present), the College of Charleston has launched a strategic plan designed to ensure the College retains its traditions in the liberal arts and sciences while responding to the needs of its evolving student population with cuttingedge academic programming and state-of-the-art facilities.

College of Charleston Brand Manual

103

College of Charleston PRESIDENTS AND FOUNDERS Presidents

Founders

Robert Smith (1790–1797) Thomas Bee Jr. (1798–1805) George Buist (1806–1808) Elijah Dunham Rattoone (1810) Nathaniel Bowen (1823–1824, 1827–1828) Jasper Adams (1825–1826, 1828–1836) William Theophilus Brantly (1838–1844) William Peronneau Finley (1845–1857) Nathaniel Russell Middleton (1857–1880) Henry Elliott Shepherd (1882–1897) Harrison Randolph (1897–1945) George Daniel Grice (1945–1966) Walter Raleigh Coppedge (1966–1968) Theodore Sanders Stern (1968–1978) Edward McDaniel Collins Jr. (1978–1985) Harry McKinley Lightsey Jr. (1985–1992) Alexander Mullings Sanders Jr. (1992–2001) Leo Ignatius Higdon Jr. (2001–2006) P. George Benson (2007–present)

Signers of the Declaration of Independence Thomas Heyward Jr. Arthur Middleton Edward Rutledge Framers of the U.S. Constitution Charles Pinckney Charles Cotesworth Pinckney John Rutledge South Carolina governors John Mathews (1782–1783) William Moultrie (1785–1787, 1792–1794) Charles Pinckney (1789–1792, 1796–1798, 1806–1808) Thomas Pinckney (1787–1789) Edward Rutledge (1798–1800) John Rutledge (1776–1778, 1779–1782) Arnoldus Vanderhorst (1794–1796) Diplomats Ralph Izard (to Tuscany) William Loughton Smith (to Portugal, Spain and Ottoman Porte) Charles Pinckney (to Spain) Charles Cotesworth Pinckney (to France) Thomas Pinckney (to Great Britain and Spain) Presidential candidate Charles Cotesworth Pinckney (1804 and 1808) Supreme Court Justice John Rutledge (1789–1791)

104

College of Charleston Brand Manual

College of Charleston Timeline 1770 – College of Charleston founded.

1785 – College of Charleston chartered.

1790 – Classes begin at the College of Charleston.

1794 – First graduating class (six students).

1828 – The cornerstone is laid for Randolph Hall, the College’s main academic building.

1837 – College of Charleston becomes the first municipal college in the United States.

1855 – Construction begins on the first campus library (now known as Towell Library).

1857 – The Cistern is constructed as a reservoir to provide water for fighting fires in the days before the city installed a water system. It was later filled in and covered with grass. Today a stage is built over the Cistern to seat the graduating class for May Commencement.

1864 – Charleston is under siege during the Civil War. College of Charleston closes.

1866 – Classes resume.

1900 – President Harrison Randolph introduces the bachelor of science degree.

1904 – Pi Kappa Phi founded at the College (now a national fraternity with more than 125 active chapters).

1917 – Women are admitted to the College.

1922 – Pierrine St. Claire Smith Byrd becomes the first female graduate.

1967 – College of Charleston admits its first black students.

1970 – College of Charleston is incorporated into the S.C. State College System.

1971 – Robert Scott Small Library opens (holding capacity of 500,000 volumes).

1972 – First graduate program established.

1975 – The College completes the Grice Marine Laboratory on James Island; the laboratory serves as the center for the marine biology curriculum.

1978 – The Simons Center for the Arts, home to the Halsey Institute of Contemporary Art and the School of the Arts, opens.

1985 – The Avery Research Center for African American History and Culture opens.

1990 – College of Charleston is one of six colleges chosen to serve as a space research facility and partner with NASA. 1992 – College of Charleston formally establishes The Graduate School of the College of Charleston.

2005 – The College opens two new facilities: the Marlene and Nathan Addlestone Library, with a holding capacity of 1 million volumes, and the Beatty Center, home to the School of Business.

2007 – The College opens two new residence halls, the George Street Apartments and the Liberty Street Residence Hall. The complex also contains the Fresh Food Company dining hall.

2008 – The Carolina First Arena, home to men’s and women’s basketball and volleyball, opens.

2009 – The Halsey Institute of Contemporary Art opens in its new location on the first floor of The Marion and Wayland H. Cato Jr. Center for the Arts.

2010 – The School of Sciences and Mathematics Building and the Marion and Wayland H. Cato

Jr. Center for the Arts open for classes.

College of Charleston Brand Manual

105

SIGNIFICANT ALUMNI Robert Mills (1781–1855) Mills studied at the College in the late 18th century. He is considered by many to be the first American-born architect. Mills designed the Washington Monument as well as the Department of Treasury building and the U.S. Patent Office building.

John Charles Fremont (1813–1890), Class of 1836 Known as the Great Pathfinder, Fremont explored the West in the 1830s and 1840s. In 1856, Fremont, an outspoken opponent of slavery, was the first Republican nominee for president.

During the Civil War, he served as a major general for the Union and, in 1861, issued a proclamation (overturned by President Lincoln) freeing slaves. He later served as governor of Arizona.

Ludwig Lewisohn (1882–1955), Class of 1901 Lewisohn was a novelist, a translator and a distinguished literary and drama critic. He was also one of the founding professors of Brandeis University.

Herbert Ravenel Sass (1884–1958), Class of 1905 A versatile and prolific writer, Sass was a significant figure in the Charleston Literary Renaissance (1920–1933). He wrote several novels, including War and Drums, Emperor Brims and Hear Me, My Chiefs!

Burnet R. Maybank (1899–1954), Class of 1919 Maybank served as mayor of Charleston, became governor of the state and served in the national legislature during the presidency of Franklin D. Roosevelt. Maybank chaired the Senate Finance Committee and played a key role in the development of the New Deal. Maybank Hall, one of the main academic buildings on campus, bears his name.

Frank Blair (1916–1995), Class of 1934 Blair was an early cast member of NBC’s The Today Show, serving as a newsman and anchor from 1953 to 1974.

George Rogers (1922–1997), Class of 1943 An award-winning writer, Rogers is considered one of the preeminent historians of South Carolina.

James Edwards, Class of 1950 Edwards served as governor of South Carolina. He became the secretary of energy under President Reagan and was president of the Medical University of South Carolina from 1983 to 1999.

106

College of Charleston Brand Manual

SIGNIFICANT ALUMNI

(CONTINUED)

Arthur Ravenel, Class of 1950 Ravenel has been an exceptional public servant. He was a member of the South Carolina House of Representatives from 1953 to 1958, a South Carolina senator from 1980 to 1986 and was elected to the U.S. House of Representatives in 1986. In 1996, he returned to the South Carolina Senate, serving until 2005. In 2006, at the age of 79, he was elected to the Charleston School Board. The bridge connecting Charleston to Mt. Pleasant bears his name.

Glenn McConnell, Class of 1969 McConnell has been an influential force in South Carolina politics for more than two decades.

Elected to public office in 1981, he has served as the president pro tempore of the South Carolina Senate since 2001.

Arlinda Locklear, Class of 1973 Locklear is a nationally recognized legal expert on tribal land claims and treaty rights issues. She is the first Native American woman to appear before the U.S. Supreme Court.

Padgett Powell, Class of 1974 Powell is an award-winning writer and novelist. He has published four novels, including Edisto and Mrs. Hollingsworth’s Men. Anthony Johnson, Class of 1998 Johnson is a professional basketball player who has played in the NBA for more than a decade.

College of Charleston Brand Manual

107

108

College of Charleston Brand Manual

Chapter 10 OFFICIAL STATEMENTS The following official statements must be reproduced in appropriate publications and other communication pieces verbatim. For more information or any questions, contact the Division of Marketing and Communications, marketing@cofc.edu.

College of Charleston Brand Manual

109

Accreditation Statement The accreditation statement must appear in all College of Charleston course catalogs and in other publications as required by the accrediting body or College policy. For information, please contact the Office of Academic Affairs or the Division of Marketing and Communications.

Accreditation Statement The College of Charleston is accredited by the Commission on Colleges of the Southern Association of Colleges and Schools to award the Artium Baccalaureates, the bachelor of arts, the bachelor of science, the master of arts, the master of science, the master of education, the Master of Public Administration and the Master of Arts in Teaching. For questions regarding accreditation status, please either call 404.679.4500 or write to Commission on Colleges, Southern Association of Colleges and Schools, 1866 Southern Lane, Decatur, GA 30033-4097.

110

College of Charleston Brand Manual

LEGAL STATEMENTS AND DISCLAIMERS The affirmative action and non-discrimination statements must appear in all College of Charleston official course catalogs, and in other publications and announcements as required by law or College policy. For information, contact the Office of Human Resources or the Division of Marketing and Communications.

Equal Opportunity Policy In order to establish equal opportunity for all persons, the Office of Human Relations and Minority Affairs ensures immediate response to complaints of discrimination based on sex, race, religion, national origin, creed, disability and age by students, employees and/or applicants for employment and admission. The director for the Office of Human Relations and Minority Affairs is responsible for coordinating the grievance procedures under the Affirmative Action Program and federal equal opportunity guidelines.

The Office of Human Relations and Minority Affairs addresses the educational and employment needs of individuals and groups who occupy minority status at the College of Charleston and assures complete access to the College for women, minorities and the disabled. As a resource, the Office of Human Relations and Minority Affairs identifies problem areas, recommends remedial or supportive activities to persons in authority and supports programs of interest to this constituency in the College community and on the local, state and national levels.

Affirmative Action Statement The College of Charleston is committed to providing leadership in the attainment of equal opportunity for all persons regardless of race, religion, sex, national origin, age, disability or other legally protected classification. This effort is in compliance with all federal and state laws, including Titles VI and VII of the Civil Rights Act of 1964, Title IX of the Education Amendments of 1972, Section 503 and 504 of the Rehabilitation Act of 1973, and the Age Discrimination Act of 1975 as amended, and the Americans with Disabilities Act; inquiries should be directed to the Office of Human Relations and Minority Affairs, College of Charleston, Charleston, South Carolina 29424-0001, 843.953.5580.

Non-Discrimination Clause The College of Charleston and The Graduate School of the College of Charleston are committed to providing leadership in the attainment of equal opportunity for all persons regardless of race, religion, sex, national origin, age, handicap or other legally protected classification. This effort is in compliance with all federal and state laws, including Titles VI and VII of the Civil Rights Act of 1964, Title IX of the Education Amendments of 1972, Section 503 and 504 of the Rehabilitation Act of 1973 and the Age Discrimination Act of 1975 as amended. Inquiries should be directed to the Office of Human Relations and Minority Affairs, College of Charleston, Charleston, South Carolina 29424-0001.

Notice of Availability of Annual Security Report

College of Charleston Brand Manual

111

LEGAL STATEMENTS AND DISCLAIMERS (CONTINUED)

In compliance with the “Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act” (20 U.S.C. 1092) and implementing regulations (34 C.F.R. 668.46), prospective students are entitled to request and receive a copy of the College of Charleston Annual Security Report. This security report includes crime statistics for the previous three years as well as policy statements and program descriptions concerning campus security (such as policies concerning alcohol and drug use, crime prevention, the reporting of crimes, sexual assault, victims’ assistance programs, student discipline, campus resources and other matters). The report is available online at www.cofc.edu/studentaffairs/annual_security.html, and in printed form upon request to the Department of Public Safety, 81B St. Philip Street, Charleston, S.C. 29424.

The Family Educational Rights and Privacy Act of 1974 is a federal law that provides students

112

College of Charleston Brand Manual

CONFIDENTIALITY OF STUDENT RECORDS with greater access to and control over their educational records. This law guarantees the privacy of student records, students’ access to their records, restricted release of information (other than directory information) only with written consent, and the students’ ability to challenge the contents of their records.

Forms necessary for release of information or restriction of directory information are available from the Office of the Registrar. Each department may require a signed release specifying the type of information to be released and to whom. School officials may not disclose personally identifiable information about students without the student’s written permission, unless such action is covered by the permitted exceptions. For a list of exceptions, please refer to FERPA on the website of the Office of the Registrar, www.cofc.edu/registrar.

The College of Charleston designates the following categories of student information as public, or directory information: • name • local address • permanent address • telephone number • campus e-mail address • date and place of birth • dates of attendance • current enrollment • photographic images • past and present participation in officially recognized sports and activities, including fraternities and sororities • physical attributes (e.g., height and weight) of athletics team members The College may disclose such information at its discretion unless a student has filed a request with the Office of the Registrar to prevent its disclosure.

Please refer to the Registrar’s website at www.cofc.edu/registrar/FERPA.htm for additional information on FERPA and the disclosure of educational records.

College of Charleston Brand Manual

113

College of Charleston Division of Marketing and Communications 843.953.6462 marketing@cofc.edu marketing.cofc.edu