BRAND AND STYLE GUIDE
WHO IS TAMU-CC?
Dating back to 1947, Texas A&M University-Corpus Christi has been providing students with rare learning opportunities across all programs, inspiring students to leave a lasting impact on their community, and supporting the advancement of research on sustainability in our ever-changing world. The Island University has been and continues to be a resource to students who wish to leave a lasting impact.
BRAND BUILDING BLOCKS
Name Brand Personality
Tagline
Messaging
Logo
Styles
Assets
BRAND PERSONALITY
WHY IS A BRAND IMPORTANT?
A brand is a person’s collective experiences of an organization. Everything our audience remembers through communications, personal experience, word of mouth, and every other interaction makes up the brand for our organization. Our brand strategy guides how we think, act, and communicate with our audience and informs them how to engage with us. More than a mere definition, it is about the way our audience experiences Texas A&M University-Corpus Christi and the everlasting impression of the university.
BRAND PERSONALITY
THE EXPLORER
The Islander brand can be described through the archetype of The Explorer. This archetype sees life as a journey. The Explorer persona seeks to experience a better, more fulfilling, and authentic life.
Explorers like to experience new things and stay off the grid. They represent 9% to 10% of the population, and do not depend on others for self-awareness.
They do not like to be caged in and are very independent.
Being an Explorer isn’t just about exploring the physical world, it is also about exploring a sense of identity.
HOW DO EXPLORER BRANDS BEHAVE?
• Promise freedom, information, experience, and ultimately a better world
• Are immersed in nature
• Are wary of being “tied-down” to anything
• Emphasize adventure
• Tout their authenticity
• Take you somewhere
• Seek to experience new things
• Search for unique identities or solutions
POSITIONING STATEMENT
Who: Known across the state, Texas A&M University-Corpus Christi is What: a public comprehensive research and teaching university in South Texas
For Whom: serving students, alumni, local businesses and industry, and the greater community. Against Whom: Unlike larger universities that aren’t equipped to provide personalized education, Different How: TAMU-CC’s commitment to service and deep expertise in the culture, environment, and economy of the Gulf of Mexico and South Texas
So What: better prepares students for a meaningful career and helps them find their purpose in life.
TAGLINE
America’s #1 College by the Sea
ACADEMIC POINT OF VIEW
Located on its own island along the coast of the Gulf of Mexico, Texas A&M-Corpus Christi provides students rare and rewarding learning opportunities across all of our programs. Texas A&M-Corpus Christi delivers the quality education expected of the Texas A&M University System and additional insight from the scientific, artistic, economic, policy, and sociological perspective unique to the Gulf economy. With the only marine research institute dedicated solely to advancing the long-term sustainable use and conservation of the world’s ninthlargest body of water, TAMU-CC provides international leadership for the Gulf of Mexico ecosystem and its critical role in the economies of the North American region.
Our robust engagement with government, cultural leaders, and business communities offers students invaluable access to real-world experience and beneficial professional connections. These career-launching, hands-on opportunities equip our students with enhanced readiness for a purposeful and successful career journey.
CULTURAL POINT OF VIEW
Texas A&M-Corpus Christi is all about balance. Our energizing and naturally beautiful island location provides a respite when a break from studying is needed. Our hard-working student body and stress-reducing environment create a community that is both supportive and relaxing. Our students enjoy a positive lifestyle through healthy living, outdoor activities, community involvement, environmental conservation, participation in the arts, and by the camaraderie of cheering on our Division I athletic teams. On the island, students make close friendships and support one another’s success.
BRAND PILLARS
RARE OPPORTUNITIES
GULF OF MEXICO EXPERTS PERSONAL ENGAGEMENT
COASTAL LIFESTYLE
GULF OF MEXICO EXPERTS (POINT OF DIFFERENCE)
• Environmental consciousness
• Research
• Marine life
• Government involvement and access
• Integration of scientific, artistic, economic, policy, and sociological expertise
• Port city location and waterway access
RARE OPPORTUNITIES
(WHAT WE OFFER)
• Immersive learning
• On our own island
• Living lab in our backyard
• Affordable
• Engaging and awardwinning faculty
• Practical experience
• Hands-on learning
• Access to research across all fields
• Partnerships with business and industry in the coastal region
• Community provides opportunities to grow
COASTAL LIFESTYLE
• Seaside, beaches, island location
• Cultural influences of Corpus Christi and South Texas
• Focus on self-care (health, fresh air, activities)
• Relaxed
• Natural beauty and tropical climate
• Housing facilities near the water
PERSONAL ENGAGEMENT
• Access to activities and clubs
• Private school experience at a public university
• Hispanic-Serving Institution, MinorityServing Institution
• Personal touch
• Faculty work hands-on with students to develop leaders
• Division I athletics
• Tight knit community
• Small town feel, big opportunities
CAMPAIGN MESSAGING
MARKETING PHRASES AND HEADLINE SAMPLES
• Where Island Learning Meets Island Living
• With more than $140+ million in scholarships and aid awarded each year, you’ll get the financial help you need
• Get hands-on learning in a relaxed, coastal environment
• Participate in world-class research opportunities while pursuing your degree
• Get technical training in the lab and in the field
• Coastal Learning and Coastal Living
• Restore the Gulf
• Find your Purpose
• Our Professors Dive In
• Save More Lives
• Lift Up Future Generations
• Bring Creativity to Life
• Take Center Stage
• Reach New Heights
• Immersive Learning
• Invest in Yourself
• Find your Voice
• Make a Masterpiece
• Learn by Doing
• Nationally Recognized
• Destination Location
This list includes phrases and headlines commonly used in the university’s recruiting materials and other communication pieces. Members of the campus community are encouraged to incorporate these key points into their messaging as appropriate. The list will be updated periodically.
AMERICA’S #1 COLLEGE BY THE SEA
Point of distinction example
POINTS OF DISTINCTION
• TAMU-CC is America’s #1 College by the Sea according to College Reviews.
• Classified as an “R2 Doctoral University—High Research Activity” by Carnegie Commission on Higher Education.
• Recognized by the Phi Theta Kappa Transfer Honor Roll for four years in a row for being transfer-friendly and creating pathways to excellence and success for transfer students. The university is the only school in the Texas A&M University System to be recognized on the Honor Roll.
• Ranked in the Top 20 on the Learn.org list of Best Accredited Online Colleges in Texas.
• Designated a Yellow Ribbon Program school by the U.S. Department of Veterans Affairs.
• Recognized by Niche.com as one of the top 10 Best College Campuses in Texas. With year-round sun, a steady breeze, and a tropical environment, our Island is a little slice of paradise for any student.
• The university’s Autonomy Research Institute (ARI) is one of seven Federal Aviation Administration UAS test sites in the United States. It was one of only two test sites selected nationwide by NASA to test drone traffic management in an urban setting.
• The university’s Harte Research Institute for Gulf of Mexico Studies (HRI) works across three countries and multiple disciplines to create solutions anchored in science that have a lasting impact on the Gulf of Mexico’s vast ecosystems, economies, and communities.
• The business and accounting degree programs in the College of Business are accredited by AACSB International—the Association to Advance Collegiate Schools of Business. AACSB accreditation is the hallmark of excellence in business education and has been earned by less than 6% of the world’s business programs.
LOGO USAGE
LOGO GUIDELINES
PRIMARY LOGO
The Texas A&M University-Corpus Christi logo is the most outward facing representation of our brand. It should be used as a powerful symbol of consistency.
SPACING AND SIZING
To maintain legibility and prominence of the university logo, please adhere to the provided guidelines.
When incorporating photos, text, and graphic elements around the logo, reference the illustrated guidelines and utilize the Corpus Christi “C” for measuring clearance—equivalent to 0.2 of the logo’s height. This will ensure sufficient open space around the logo.
Do not reproduce the logo at a size smaller than 1.25” in width. While there is no upper size limit, exercise discretion in its application.
Texas A&M-Corpus Christi’s name, abbreviations, logo, and brands are guided by the campus policy on University Registered Marks found at tamucc.edu/governance/rulesprocedures.
Mark Wordmark
PRIMARY COLOR OPTIONS
The primary color option for our logo is the two-tone Islander Blue (Pantone® 300 C) and Islander Green (Pantone® 348 C). It is intended to be used on lighter backgrounds and images in order to maintain legibility.
See example of this on page 15.
Two other acceptable color options for our logo are blue and white to be used as secondary color options. The blue version is an alternative when single color printing or design is preferred. The white version option is to be used over darker backgrounds and images. See example of this on page 17.
The logo can appear in black for black-and-white and grayscale scenarios and in silver for metallic printing. See additional example of this on page 19.
ADDITIONAL OPTIONS
VERTICAL, CONDENSED, AND BLOCK
Vertical or condensed versions of our logo are also allowed. The reversed block logo versions are to be used sparingly on promotional items.
Must be (0.85”) or greater
Must be (0.5”) or greater
IMPROPER LOGO ALTERATIONS
PRIMARY LOGO
The Texas A&M University-Corpus Christi logo, which includes the Momentum Wave symbol and the university name, cannot be altered in any way, including distortion, modification, or removal of any of its elements. It should be used as a powerful symbol of consistency.
UNACCEPTABLE LOGO USAGE EXAMPLES:
1. Stretch or skew the logo disproportionately
2. Change the placement of the text or the scale
3. Change the typeface
TEXAS A&M UNIVERSITY
CORPUS CHRISTI
4. Rearrange the order
5. Use the Momentum Wave without the university name
6. Reverse the direction of the Momentum Wave
7. Replace the Momentum Wave with clip or vector art
8. Add a glow or drop shadow to the existing elements
9. Add a texture, gradient, or fade
10. Add additional elements or adornments
11. Change the color
For more information on logo usage, contact the Marketing and Communications Licensing office at 361.825.3058 or email licensing@tamucc.edu.
CO-BRAND LOGOS
Rather than create a unique “logo” for each unit on campus — which can dilute the brand image — we use our system of co-brand designs to directly connect each department to the larger university brand. Each campus entity (college, department, institute, etc.) directly supports the university’s mission and reinforces our overall brand consistency. Logo lockups consist of an additional ruled line and left-aligned text on the right. Only the condensed and vertical logos should be used for these lockups. Co-brand designs must be created by Marketing and Communications and must have approval from the appropriate divisional vice president before creation can begin. Co-brands are reserved for higher level departments and should not be used to identify each individual unit.
Social media co-brand designs are available for departments. This is a modified version of the co-brand that can only be used as a profile image on social media platforms.
Ruled Line: Black
Primary Font: Adobe Garamond Pro All caps, Black
MULTIPLE DEPARTMENT IDENTITIES
Rather than having two or more co-brands next to each other, partnerships of two or more entities should use multiple department identities structure for their design. These lockups add subset text below the logo connected to either phrase “provided by” or “sponsored by” in a sans serif, upper case font in Gibson Medium. This reduces redundancy in co-brand use and simplifies the visual image. Event coordinators may decide entity order.
Logo: 1.25” or greater. Scale accordingly.
Ruled Line: Black Stroke, 0.25 pt.
PROVIDED BY: CAREER & PROFESSIONAL DEVELOPMENT CENTER
PROVIDED BY: CAREER & PROFESSIONAL DEVELOPMENT CENTER
LONE STAR UAS CENTER OF EXCELLENCE & INNOVATION HONORS PROGRAM
Subset Text: Gibson Medium. CAPS, 5 pt.
LONE STAR UAS CENTER OF EXCELLENCE & INNOVATION HONORS PROGRAM
Department Name: Garamond Bold. CAPS, 8 pt. font, 9 pt. leading 11 pt. leading, after enter
SPONSORED BY:
SPONSORED BY: THEATRE & DANCE MUSIC ART & DESIGN
INFORMAL GRAPHICS: ORGANIZATIONS AND EVENTS
Informal logos can use fonts and elements outside of the university logo in order to create a spirit of fun, excitement, and engagement. They must be approved by Marketing and Communications before use.
ISLAND DAY
STUDENT ORGANIZATION LOGOS
Registered Student Organizations may use the university’s registered logos. All digital, printed, and promotional use of university logos by a student organization must be approved through the Student Activities Marketing Office at ucsamarketing@tamucc.edu.
Registered Student Organizations may choose to craft their own organizational logo, but may not use the university name, abbreviation, or logos as part of that design.
For additional information on student organizations, contact the Student Activities Student Involvement Center at 361.825.2707.
TEXASA&M UNIVERSITY
CORPUS CHRISTI
STATIONERY AND PROMOTIONAL ITEMS
Approved Texas A&M University-Corpus Christi templates for name tags, vehicle magnets, business cards, letterheads, and other office products are available through the University Print Shop. The use of the official university logo on printed items is to be approved through Marketing and Communications prior to printing.
Items intended for promotional purposes (i.e., to be given away) or for resale (i.e., intended to be sold to the public) which bear any university trademark, including the university name, must follow the University’s Branded Promotional Items Procedure.
Promotional items must also be pre-approved by the appropriate divisional vice president or designee prior to purchase. The university has the right to reject the production of any promotional item deemed inappropriate.
More information on the branded promotional items process is available online at tamucc.edu/marketing-communications/promotional-items.
If a logo does not fit on a desired promotional item, or if you have questions about the process, please contact the Marketing and Communications Licensing office at licensing@tamucc.edu or 361.825.3058
UNIVERSITY SEAL
The university seal should be reserved for use on official university documents such as diplomas, certificates, and items from the President’s Office. Promotional use of the university seal requires permission from Marketing and Communications. The seal may be printed in the displayed color options or used as an engraved or embossed element.
ISLANDER BLUE ON WHITE
WHITE ON ISLANDER BLUE
METALLIC
ISLANDERS ATHLETICS
The Islanders Athletics logos* are the official series of graphics representing intercollegiate athletics at Texas A&M University-Corpus Christi. The Islanders Athletics logos may be used by any university department, program, or Recognized Student Organization for the purpose of non-resale promotions and spirit-building. Variations of the Islanders Athletics logos include the full Islanders logo, the “Big I” logo, and the wordmark. Dimensions of the logo should be no less than 1” in diameter with no less than 0.125” open space on all sides. All athletic logos may also be produced in single-color (black, white, Islander green, or Islander Blue).
“BIG I” LOGO
The “Big I” logo cannot be used on promotional items without the use of “Islanders” or the university name included in the design.
WORDMARK
*The athletic co-brands are for athletic department usage only. The only departments outside of athletics that are allowed to use the athletic logo as a co-brand are Recreational Sports and Pep Band.
FULL ISLANDERS ATHLETICS LOGO OPTIONS
IZZY THE ISLANDER
The Izzy the Islander logos are the official mascot graphics representing TAMU-CC. The Izzy logos may be used by any university department, program, or Recognized Student Organization for the purpose of non-resale promotions and spirit-building. Variations of the Izzy logos include the primary standing Izzy, standing Izzy with name, surfing Izzy, and Izzy head. Dimensions of the logo should have no less than 0.125” open space on all sides. Alterations to the Izzy logos are not allowed. Izzy logos may also be produced in single-color (black, white, or Islander Blue).
PRIMARY STANDING IZZY
STANDING IZZY WITH NAME
SURFING IZZY
The “Surfing Izzy” logo is an alternative design which can be used interchangeably with the standing Izzy logos.
IZZY HEAD
The head logo cannot be used on promotional items without the use of “Islanders” or the university name included in the design.
THE SHAKA
The Shaka is the hand symbol representing Texas A&M University-Corpus Christi. The official Shaka logo may be used by any university department, program, or Recognized Student Organization for the purpose of non-resale promotions and spirit-building. The Shaka logo should always be displayed with the palm facing toward the body; thumb up, pinky down and cannot be used on promotional items without the use of “Islanders” or the university name included in the design.
Dimensions of the logo should have no less than 0.125” open space on all sides.
The official phrasing for this hand symbol is “Shakas Up”.
The Shaka logo may be produced in single-color (black, white, silver, or Islander Blue).
OFFICIAL SHAKA
EMAIL SIGNATURE
UNIFIED EMAIL SIGNATURE
Emails sent from “tamucc.edu” are considered official university communication and are a representation of the Texas A&M University-Corpus Christi brand. It’s important to present email signatures in a professional and unified manner, just as one would with a traditional printed business card.
In order to help you create an email signature, we have developed a dynamic email signature creation form that can be found at designguide.tamucc.edu. Click on the Unified Email Signature tile.
Below is a list of suggestions designed to maximize contact information while also promoting the institution in a consistent, branded format.
• Use a simple 12pt standard font (preferred) or your email client’s default font.
• Do not include additional images or logos within the email signature, as many are blocked by external email clients and mobile devices.
• Use plain text—in lieu of rich text—to ensure the signature is compatible with all email clients and devices.
• Do not use colors, special fonts, italics, and graphics such as clipart, gifs, seals, badges, or emoticons.
• Go wider rather than longer and use pipes (|) to separate components.
• Refrain from using quotes to avoid the potential confusion of external audiences who may assume the quote represents the university’s official slogan, ideology, or brand promise.
• Email signatures that do not follow the guidelines may reflect poorly on the university and can be damaging to the university’s reputation.
The signature templates provided here are for faculty and staff use and not to be used by students or student workers.
Content within the template can be edited, but the template cannot be altered.
ADDITIONS
Common additions include, but are not limited to, preferred pronouns, TAMU-CC alumni graduation year(s), and a confidentiality clause.
Space for additional departmental needs must be approved by your division vice president. Examples include:
• Schedule an appointment
• Schedule a tour
• Complete a request form
• Promotion of university-wide initiative or signature event
RESOURCES
In order to help create new email signatures, Marketing and Communications has developed a dynamic email signature creation form. The form can be found on the University website at tamucc.edu/marketing-and-communications/style-guide/unified-email-signatures.php
Continued on page 40.
PREFERRED TEMPLATE FOR FACULTY OR STAFF USE:
John Doe '04 (pronouns e.g., she/her/hers, they/their/theirs, she/ella)
Title | Secondary Title (if applicable)
Department (if needed)
O: 361.825.XXXX (if needed) | C: 361.825.XXXX (if needed)
6300 Ocean Dr. Corpus Christi, TX 78412
361.825.5700 | tamucc.edu
FACULTY AND STAFF TEXT ONLY TEMPLATE
If using mobile device that does not support HTML signatures, use the text portion. See example below:
John Doe '04
Title | Secondary Title (if applicable)
Department
Texas A&M University-Corpus Christi
6300 Ocean Dr. | Corpus Christi, TX 78412
361.825.XXXX | tamucc.edu
PREFERRED TEMPLATE FOR ATHLETICS STAFF:
John Doe '04 (pronouns e.g., she/her/hers, they/their/theirs, she/ella)
Title | Secondary Title (if applicable)
Department (if needed)
O: 361.825.XXXX (if needed) | C: 361.825.XXXX (if needed)
Texas A&M University-Corpus Christi Athletics
6300 Ocean Dr. Unit 5719
Corpus Christi, TX 78412
361.825.2255 | goislanders.com
BUY TICKETS
UNIFIED EMAIL SIGNATURE CONTINUED
PREFERRED TEMPLATE FOR CBBIC USE:
John Doe '04 (pronouns e.g., she/her/hers, they/their/theirs, she/ella)
Title | Secondary Title (if applicable) Department (if needed)
O: 361.825.XXXX (if needed) | C: 361.825.XXXX (if needed)
Coastal Bend Business Innovation Center 10201 S. Padre Island Dr. Corpus Christi, TX 78418
361.825.5700 | tamucc.edu
PREFERRED TEMPLATE FOR GARCIA CENTER:
John Doe '04 (pronouns e.g., she/her/hers, they/their/theirs, she/ella)
Title | Secondary Title (if applicable) Department (if needed)
O: 361.825.XXXX (if needed) | C: 361.825.XXXX (if needed)
Antonio E. Garcia Arts and Education Center 2021 Agnes Street Corpus Christi, TX 78405
361.825.3600 | garciacenter.tamucc.edu
COLOR PALETTE
In addition to our logo, color is the next best way to make sure our materials reflect the Island University.
UNIVERSITY COLOR PALETTE
PRIMARY PALETTE
Islander Blue and Islander Green are our primary university colors, with silver serving as an accent. Islander Blue is the dominant color for design purposes.
ISLANDER BLUE
PMS 300 C
RGB: 0 103 197
HEX/HTML: #0067C5
CMYK: 91 67 0 0
ISLANDER GREEN
PMS 348 C
RGB: 0 127 62
HEX/HTML: #007F3E
CMYK: 88 24 100 11
SECONDARY PALETTE
SILVER
PMS 422 C
RGB: 158 162 164
HEX/HTML: #9EA2A4
CMYK: 41 31 31 1
Secondary colors are used in smaller proportion and should never overwhelm the primary colors.
IZZY BLUE
PMS 2925 C
RGB: 28 146 209
HEX/HTML: #1C92D1
CMYK: 77 30 0 0
DEEP END BLUE
PMS 2965 C
RGB: 0 38 62
HEX/HTML: #001A31
CMYK: 100 80 48 52
SPECIAL USE ACCENT COLORS
LITE COOL GRAY
PMS COOL GRAY 3
RGB: 200 201 199
HEX/HTML: #C8C9C7
CMYK: 18 13 10 0
COOL GRAY
PMS COOL GRAY 10
RGB: 99 102 106
HEX/HTML: #63666A
CMYK: 57 46 40 25
While not official colors within the primary or secondary palettes, Sky Blue, Palm Green, black, and the gradient serve as important design elements in creating the university brand.
For usage guidelines, please refer to the Design Elements and Sample Work sections.
SKY BLUE
RGB: 90 201 229
HEX/HTML: #5AC9E5
CMYK: 57 0 7 0
PALM GREEN
RGB: 0 173 77
HEX/HTML: #00AD4D
CMYK: 86 0 100 0
SKY BLUE
Used sparingly as an accent color when Islander Blue doesn’t stand out enough from the background
PALM GREEN
Used sparingly as an accent color when Islander Green doesn’t stand out enough from the background
BLACK 3C
DESIGN ELEMENTS
THE TEXAS A&M UNIVERSITY-CORPUS CHRISTI GRADIENT
The university gradient functions as a critical design support element.
It can be used as a vertical or horizontal line accompanying headlines, as element backgrounds, or as borders to “pop” secondary photography.
When used vertically: blue at top/green at bottom
When used horizontally: blue at left/green at right
The gradient must be used in its entirety—from blue to green.
SAMPLE CALL TO ACTION ELEMENT
APPLY NOW
INCORRECT GRADIENT USE
Never use only a portion of the gradient (i.e., light green to darker green).
Proper use of gradient
VISUAL LANGUAGE
TYPOGRAPHY
When used thoughtfully, typography is a powerful visual communication tool. The typefaces below were chosen to highlight the Explorer in all of us. The Islander fonts are available through the TAMU-CC Adobe Creative Cloud license at no charge. The alternative font to Gotham Narrow is Proxima Nova which can be found on the Adobe Creative Cloud database. Contact ITHelp@tamucc.edu to install the software and browse font options for our listed typefaces.
Our more impactful typeface, Gibson Semibold, lends itself well to functional headlines and wayfinding signage. Usage: headlines, subheads, and call-out type design
GOTHAM NARROW
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123567890!&$^*()
Gotham Narrow is a versatile, modern font option that can be used in both upper and lowercase. Usage: body copy and captions
Garamond Pro is a formal font option that can be used in both upper and lowercase. Usage: body copy and captions
POWERPOINT PRESENTATIONS
Oswald and Gibson are both typefaces optimized for a digital environment. If the fonts above are not available, Calibri may be used.
GARAMOND PRO | Garamond Pro Italic OSWALD
ABCDEFGHIJKLMNOPQRSTUVWXYZ 123567890!&$^*()
CALIBRI
ABCDEF
PHOTOGRAPHY STYLE
Candid, colorful, and diverse photography is the focal point in demonstrating The Explorer brand personality while telling the university’s story of quality, excellence, and purpose-driven promise. To access our Islander photo repository for university-owned, up-to-date images, visit photos.tamucc.edu.
CANDID
Feature people actively engaged in academic, service, or social activities that tell the story of the university.
DO:
• Show subjects engaged in activity
• Have working/studying subjects appear focused and studious
• Capture students working directly with relevant course material
DON’T:
• Show sedentary, unengaged subjects
• Use too much artificial lighting
• Over-stage subjects
COLORFUL
Look for subjects and backgrounds with high-contrasting colors and environments that showcase the Island.
DO:
• Capture subjects in vibrant colors and wearing university branding/colors when possible
• Be aware of inadequate lighting and low-contrast situations
DON’T:
• Capture students wearing branding from other universities or companies
COMPREHENSIVE
Our students have many interests. Be sure to capture a variety of ages, genders, ethnicities, academic, and recreational activities.
DO:
• Capture students working directly with relevant course material
DON’T:
• Select multiple photos from a single gender or cultural group when more are available
GRID STYLE
The preferred grid style in print publications is for photos to be set right next to each other (touching), but symmetry is not required. This allows for both creativity and a bold look. If a touching layout is not optimal, continue to use the grid style with padding between the images. See an example of this on page 51. Images should not extend beyond a page’s fold.
WHERE ISLAND LEARNING
At Texas A&M Un iversity-Corpus Chri sti, you’ll find un ique, hands-on learning and leadership opportunities in a relaxed coastal environment. Protect marine life th rough research, promote h ealthy l iving through nursing an d health sciences, bring people together th rough the arts, o r l ift u p future generations with a ca reer in education o r business. Jo in a purpose-driven university w ith more than 85 a reas of study, and more than $140 million in aid an d sch olarships awarded each year Apply today! We’re ready to he lp
At Texas A&M Un iversity-Corpus Chri sti, you’ll find un ique, hands-on learning and leadership opportunities in a relaxed coastal environment. Protect marine life th rough research, promote h ealthy l iving through nursing an d he lth i b i l t th r th h the art l ift future driven lion in o he lp
WAY
t aid and schola rships awarded t help applying
ISLAND DAY
• Tour the only uni versity campus loc ated on its own island
WAY TO ISLAND DAY
• Find out about all the student
• Check out on-campus housing stal a ctivities
140+ million in t aid and schola rships awarded t help applying
• Find out about all the student
• Check out on-campus housing stal a ctivities
• Learn about our hands-on academic p rograms
• Tour the only uni versity campus loc ated on its own island
• Learn about our hands-on academic p rograms
• Me et award-winning faculty and cur rent Islander students
WRITING GUIDE
In general, the university follows the Associated Press Stylebook (i.e., the AP Style Guide), but we take note of certain exceptions and additions to ensure our communications acknowledge certain preferences in this university community. This supplemental guide is for university-specific instances which may overrule the AP guide.
Texas A&M University-Corpus Christi communicates with audiences through its publications and websites. The use of a clear, consistent writing style for all materials produced by and for the Island University helps present our campus in a cohesive and professional manner.
Staff in Marketing and Communications craft web stories, news releases, e-communications, magazine stories, and more to showcase creativity and impact to students, alumni, parents, faculty, staff, and the broader community.
In general, we follow the Associated Press Stylebook, though we take note of certain exceptions and additions to ensure our communications acknowledge certain preferences in this university community. In cases of conflict, this writing guide supersedes the AP Stylebook. Please note that this style guide is not comprehensive and is also not intended to replace other writing style guides used in the academic arena, such as scholarly journals.
Our stories are typically told in the past tense. For some feature stories and other projects, the present tense may be appropriate. Stories are told in the third person.
Some stories are best told using a narrative, scene-setting, or anecdotal lead paragraph, but we always attempt to identify the university early in the story, whether in the first or second paragraph.
To suggest a story topic to our communications team, complete the form at marcom.tamucc.edu. Click on the Our Services tile and find the Suggest a Story link.
To learn more about the AP Stylebook, visit apstylebook.com.
PEOPLE
CAPITALIZATION:
Capitalize all formal titles that come directly before or after a name. Lowercase formal titles that appear on their own.
AREAS OF SPECIALIZATION:
Lowercase areas of specialization unless related to a proper noun, including a department/program name.
Examples: art, biology, civil engineering, communication, Criminal Justice Program, English, German philosophy, Latin American history, marine science, psychology, Department of Psychology and Sociology, Spanish, etc.
DR.:
Use the title “Dr.” preceding the name of anyone with a doctoral degree, but only on first reference. Dr. can be used for anyone with a doctoral degree or medical degree. This is a break from AP style.
Do not use Dr. before the name of an individual whose only doctorate is honorary. If more than one doctor is listed in a sentence, use Drs. before the first name listed.
THE UNIVERSITY
REFERRING TO THE INSTITUTION:
FIRST REFERENCE*
Texas A&M University-Corpus Christi
The Island University
LATER REFERENCES (IN NO PARTICULAR ORDER)*
Texas A&M-Corpus Christi, A&M-Corpus Christi, A&M-CC, TAMU-CC, the university (lowercase)
*Hyphen must be included in the university name. Do not include spaces around the hyphen. When mentioning the university name in a sentence, ensure it remains on a single line.
REFERRING TO THE PEOPLE AT THE INSTITUTION:
Islander/Islanders (students, student-athletes, faculty, staff, alumni) Always use Islanders when referring to student-athletes/athletics
Examples:
The thought-provoking photographic work of Islanders Travis Sedillo ’24, Summir Hill ’21, and Caleigh Knipling ’23 is on display in the Mary and Jeff Bell Library at Texas A&M University-Corpus Christi through Wednesday, Feb. 19.
Islanders Baseball earned the No. 4 seed and will face No. 5 Sam Houston to open Southland Conference Tournament action on Wednesday, May 26.
PLACES
COLLEGES:
FIRST REFERENCE
College of Business College of Education and Human Development
College of Engineering and Computer Science College of Liberal Arts
College of Nursing and Health Sciences
College of Science
Colleges can be abbreviated by their acronym (i.e., COB, COEHD, COECS, CLA, CONHS, COS) or called “the college” (lowercase) in later references.
DIVISIONS, INSTITUTES, SCHOOLS, CENTERS, PROGRAMS, ETC:
First reference appears in bold, followed by later references, in no particular order.
Antonio E. Garcia Arts and Education Center, the Garcia Center, the center
Art Museum of South Texas, AMST, the museum
Autonomy Research Institute, ARI, the center
Carlos Truan Natural Resources Center, NRC, Natural Resources Center
Center for Academic Student Achievement, CASA
Center for Coastal Studies, CCS
Center for Faculty Excellence, CFE
Center for Water Supply Studies, CWSS, the center
Coastal Bend Business Innovation Center, CBBIC, the center
Conrad Blucher Institute for Surveying and Science, CBI, Conrad Blucher Institute, the institute
Division of Academic Affairs, AA, Academic Affairs
Division of Enrollment Management, EM, Enrollment Management
Division of Finance and Administration, F&A, Finance and Administration
Division of Institutional Advancement, IA, Institutional Advancement
Division of Institutional Excellence, IE, Institutional Excellence
Division of Research and Innovation, R&I, Research and Innovation
Division of Student Engagement and Success, SEAS
Dr. Hector P. Garcia Plaza, Garcia Plaza
Dr. Jack Dugan Family Soccer and Track Stadium, Dugan Stadium
Dr. Jack and Susie Dugan Wellness Center, Dugan Wellness Center, the Dugan
Dr. Robert R. Furgason Engineering Building, Furgason Engineering Building, the engineering building
Early Childhood Development Center, ECDC, the center
Harte Research Institute for Gulf of Mexico Studies at Texas A&M University-Corpus Christi, HRI, Harte Research Institute, the institute
Marketing and Communications, MARCOM
Mary and Jeff Bell Library, Bell Library, the library
Michael and Karen O’Connor Building, O’Connor Building
National Spill and Control School, NSCS
Performing Arts Center, PAC
School of Arts, Media, & Communication, SAMC
South Texas Economic Development Center, STEDC, the center
Student Services Center, SSC, the Round Building
Texas A&M-RELLIS, RELLIS campus, the campus
Texas A&M University, TAMU
Texas A&M University System, TAMUS, TAMU System, the system
University Services Center, USC
Woo Sung Lee Alumni Welcome Center, Lee House, the Alumni Welcome Center
Woo Sung Lee Plaza, Lee Plaza
OTHER GUIDELINES
ABBREVIATIONS AND ACRONYMS:
Do not use abbreviations or acronyms on first reference that the reader would not quickly recognize. Some widely used acronyms, such as ROTC or HTML, are acceptable on first reference.
ACADEMIC DEGREES:
A major is capitalized when used with its formal degree type. For example: associate (no possessive), bachelor’s degree, master’s degree, doctoral degree, a Bachelor of Business Administration, a Master of Science in Educational Administration, Ph.D. or Ed.D. (all with periods); some degrees do not take the period such as MBA, MSN, DNP, etc.
ALUMNI:
• alumnus (singular male attendee)
• alumna (singular female attendee)
• alumni (mixed gender or all male group of attendees)
• alumnae (all female group of attendees)
• Avoid the casual reference of “alum.”
AMPERSAND (&):
In writing, use the word “and.” In graphics and promotional items “&” can be used to save space. Also use “&” when is part of the formal name of a company.
ATTRIBUTION:
The attribution lists the name and title of the person who is quoted in a story. In general, the attribution goes after the first sentence of a quote, with the verb “said” at the end.
Example:
“I’ve always tried to study things that would make a difference,” Gawlik said. “So many species are in trouble already. I’ve never felt I had the right to research questions that aren’t leading to benefits for these birds.
Continued on page 60.
OTHER GUIDELINES CONTINUED
CLASS YEAR:
Use the last two digits of class year after the name of alumni and students, preceded by a curly single close quote. On a PC, you can use the short code ALT + 0146 to find curly single close quote. On a Mac, you can find it by using the short code Shift + Option + ].
When referring to an alumnus with multiple degrees, list the degrees in the order in which they were received, separated by a comma.
Examples:
Islander alumna Constance P. Sanchez ’88 steers the city’s economic direction as CFO.
In spring 2020, the Islander Alumni Association welcomed its new president, Dr. Margaret Lara ’98, ’01, ’12.
Islander student Jessica Reed ’24 is excited about starting her sophomore year.
Adam Lopez ’06, ’16, and Jason Reed ’09, ’14, are key employees at Frost Bank.
COMMA:
Use commas to separate elements in a series, including before the conjunction (oxford comma).
DEAN’S LIST:
Lower case in most uses, unless a proper noun.
Examples:
He is on the dean’s list. She was invited to the 2020 Dean’s List Reception.
DASH:
Use dashes to denote an abrupt change in thought in a sentence or an emphatic pause but avoid overuse of dashes to set off phrases when commas would suffice. Put a space on both sides of the dash in all uses except the start of a paragraph. For PC users, hold down the Alt key and type 0151 to make an em dash. For MAC users, hold the Option + Shift + Minus key.
Example:
Lee Plaza — a centerpiece of tradition at Texas A&M-Corpus Christi — is near the Islander Welcome Center.
EMAIL:
Lowercase all letters in an email address.
Example: john.doe@tamucc.edu, jane.d.doe@islander.tamucc.edu
HEADLINES/STORY TITLES:
When writing a headline, capitalize all words except prepositions.
HEALTH CARE:
Use two words, no hyphen, for health care in all uses.
HISPANIC-SERVICE
INSTITUTION/MINORITY-SERVING INSTITUTION
Capitalize all words in the Hispanic-Serving Institution and Minority-Serving Institution (note the hyphen).
PHONE NUMBERS:
Use a period between numbers in a phone number. In shortened forms of phone numbers, use Ext. followed by a number with a space.
Example: 361.825.6705 or Ext. 6705
SEMESTERS:
Names of all seasons and semesters are lowercase unless they are used as a proper noun.
Example:
spring semester, fall semester, summer session, Spring 2021 Commencement Ceremony
TIMES OF DAY:
Below are examples of the formats we use.
Examples:
3:30 p.m. (note that a.m. and p.m. are lowercase, with periods)
3 p.m. (when a time is exactly on the hour, don’t include the colon and double-zero)
1:15-3:15 p.m. (when both times in a range are a.m. or both times are p.m., write a.m. or p.m. only after the second time)
9:15 a.m. to 3:15 p.m. (when one time in a range is a.m. and the other is p.m., use the word “to” to separate the times)
To avoid confusion, use noon for 12 p.m. and midnight for 12 a.m.
WORK SAMPLES
The following examples demonstrate how our visual identity can be applied across a variety of channels, communications, and formats.
DIGITAL BANNERS
OUTDOOR ADVERTISING
TELEVISION
SOCIAL POSTS
Marketing and promotional request form – tamucc.edu/marketing-and-communications/request-services
Suggest a story form – tamucc.edu/marketing-and-communications/suggest-a-story
Website assistance form – tamucc.edu/marketing-and-communications/web-help
Digital publications – tamucc.edu/marketing-and-communications/publications
Online design guide – designguide.tamucc.edu
Image gallery – imagegallery.tamucc.edu
Video gallery – youtube.com/user/TAMUCCvideogallery
Social media guidelines and directory – socialmedia.tamucc.edu
Promotional items - tamucc.edu/marketing-and-communications/promotional-items
