- Making It Real
Sub Brand Guidelines
- Alumni Brand Standards
- Athletics Brand Standards
- Clemson Forward Brand Standards
- Development Brand Standards
- CU-ICAR Brand Standards
- Student Affairs Brand Standards
The goal is clear, professional, consistent communication to enhance the image of Clemson University. The styles listed here are to be followed in all promotional and marketing materials and are not intended as guidelines for academic materials.
The first source for editorial guidelines for Clemson marketing community.
The first source for words and their meanings. It is available in print, online and as an app for your phone or tablet. Subscription to the online version of the Associated Press Stylebook includes the Merriam-Webster New World College Dictionary.
A few editorial preferences are unique to Clemson. You’ll find those below.
Use the entire formal name — Clemson University — for the first reference. In subsequent references, use Clemson or the University. Capitalize University when referring specifically to Clemson University.
Do not abbreviate the name to CU.
In first reference, include Clemson University when referring to units within the University. Do not use a possessive.
Example: The Clemson University College of Architecture, Arts and Humanities
Clemson University’s College of Architecture, Arts and Humanities
Spell out the complete, correct name at first reference.
Example: College of School of Education
The Eugene T. Moore School of Education
In subsequent references, the entire name is not necessary. Capitalize only any proper names in the generic name of the department, major, etc.
Example: He is dean of the Glen Department of Civil Engineering.
She majored in civil engineering.
Find the official names of the centers and institutes.
Clemson loves acronyms. We have our CURI, OGE, HEHD, PSA, CUSHR, CIAM2 and on it goes. But to ensure clear communications, keep acronyms under control, especially to audiences who are not extremely familiar with our subject.
Since the full name is often cumbersome when it is repeated, be sure to spell out the name completely, then cite the acronym immediately after the name.
Example: The Clemson University Restoration Institute (CURI) is home to The Zucker Family Graduate Education Center.
NOTE: Be especially careful to use the correct name when citing buildings, centers, programs or other areas that are named for donors, historical figures or others important to the University.
Do not capitalize the general name of an academic degree. Capitalize the name when referring to a specific degree.
Example: He was awarded a Master of Arts degree last May.
He earned a master’s degree last May.
Do not capitalize the names of majors and minors unless they contain a proper noun.
Example: She earned a bachelor’s degree in English.
He earned a bachelor’s degree in engineering.
Capitalize titles in front of the name; do not capitalize these titles when they follow the name.
Example: Clemson University President James P. Clements
James P. Clements, president of Clemson University.
Professor and Dean Anand Gramopadhye
Anand Gramopadhye, professor and dean of the College of Engineering and Science
Exception: In lists, addresses or table, capitalize titles as needed.
Do not use Ph.D. and Dr. with the same name.
Example: James P. Clements, Ph.D. or Dr. James P. Clements
In general, AP Stylebook uses “doctor” only in first reference to individuals who hold the degree of doctor of dental surgery, doctor of medicine or doctor of veterinary medicine. The University recognizes the importance of the Ph.D. or Dr. in certain circumstances in order to establish credibility, but generally does not use the title in marketing communications.
Do not abbreviate assistant or associate. It is not a flattering abbreviation.
Sometimes the official name of a campus building is not the colloquial name used on campus. The official names of most of the campus facilities correspond with what's found on the campus map.
As an academic institution, Clemson communications should be clear, concise and as brief as possible. People scan or read quickly, so use strong writing to make the most of the reader’s time.
As a general rule, follow the guidelines of the AP Stylebook.
Other quick rules are: