Brand Standards:  Editorial Style, Typography, Logos, Seals, Design Templates, Official Colors

Editorial Style

The Wallace State Communications and Marketing Department uses The Associated Press Stylebook as a guide for all copy the office produces, including journalistic and marketing pieces. AP Style is the standard for college and university marketing departments across the nation. Exceptions to AP Style may be made for cases unique to Wallace State, for lexicon particular to higher education, and in other instances deemed necessary for context or clarity. Please note the latest edition of the AP Stylebook is available by subscription online. Copies are also available for reference in the Marketing Department. Alternate editorial styles, such as The Chicago Manual of Style, MLA, APA, etc., may be used when submissions are made to outside publications with specific style requirements. For guidance, please contact a Marketing staff member.  

Graphic Standards

Wallace State's official colors, logos and seals are included below. These designs should not be altered in any way without approval by the Marketing Department. When inserting these and other images into a document, resizing should only be done proportionally so that stretching and distortion does not occur. Designs may be watermarked. For guidance, please contact a member of the Marketing Department. 

If you need a logo designed for a specific purpose, please submit a marketing request.  We are happy to assist with your design needs.

Typography

The importance of typography in visual communications cannot be overstated. Consistent typography creates continuity in communications and contributes to overall college branding.  

Avenir (meaning "future" in French) is the college's primary font used in current advertising campaigns and other promotional materials, with Arno Pro frequently used for subheadings, However, other fonts are used in designs for impact, practicality or to create a specific effect.  

In general correspondence as well as in reports and other official documents and communications, Helvetica or Arial are preferred and may be used interchangeably, with Helvetica being more frequently found on Mac computers and Arial more common on Windows-based PCs.