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Brand guidelines

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Editorial guidelines

Overview

These guidelines are designed to maintain a consistent voice and formatting across all Campus Suite content. By voice, we’re encompassing style, tone, terminology and word choice. Formatting entails everything from layout and design to logo usage and font choice.

Messaging

Key descriptive messaging

For use when dialoguing with customers, prospects and business partners.
Helping schools engage their parents and community.
Helping school communicators simplify and improve engagement with their school community.
We love helping schools communicate using digital communications.
The district (or school) website is the hub of school communications.
The school communication cloud – Combine all the channels you need to connect and engage, saving time and resources.

Webpages

CS and its team members are credible authorities on school digital communications with a current emphasis on CMS.

Product updates

Tone: direct, concise
Formats: a. descriptive name; b. announce update; use bullet points to list highlights/features
Font:
See logos and standards
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Illustrations/images: per CS design standards
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image.png
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Blog posts

Tone: casual and professional.
Formats:problem-solution; examples, best practice, lists
Font:
See logos and standards
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⁠
Illustrations/images: per CS design standards
Attribution/citing sources:

Formatting:

Font and style :

Applies to web pages, blog posts, most ads and emails (where formats allow)
Headers: Initial uppercase on first word, and proper nouns and abbreviations. All other words lower case.
Body: AP style guide. If it’s a sentence, punctuate it. (No exclamation points without the approval of JCC.)
The spacing and style for using ‘long dash’ is as follows:
Once your audit is complete, then the real work begins: how do you go about making – and keeping – your school website accessible for all?

Images:

Applies to photos, audio, video files.
Alt text: Good descriptive words using nomenclature and keywords aligning with CS
Formatting: Sized and names properly for web, blog, social media formats
Cutlines (captions): Where appropriate, use for embedded images
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see image dimensions
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The spacing and style for using ‘long dash’ is as follows:
Once your audit is complete, then the real work begins: how do you go about making – and keeping – your school website accessible for all?

Titles:

Applies to programs, webinars, guides, ebooks, etc.
Initial caps on key words.
Boldface and link in articles.
Examples:
School Website Planning Guide
2021 School Digital Communications Planning Webinar


School web accessibility starts with ADA and 508 compliance


Social media post messaging

Tone: casual and professional.
Formats: questions; examples, abstract overview of LP
Illustrations/images: per CS design standards

Design

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See logos and standards
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