brand guidelines - goizueta business school › brand › web-guide.pdf · 2020-04-22 · mood...

BRAND GUIDELINES

TABLE OF CONTENTS

GOIZUETA BUSINESS SCHOOL BRAND GUIDE

01 | Brand Strategy Vision & Mission Core Values Audience & Architecture

02 | Brand Identity Colors Metaphors Logos Fonts & Typography Voice & Tone Iconography & Illustration Photography

03 | Brand Execution Mood Board Samples Visual Assets Templates Sub-Brands

04 | Editorial Style Sheet Apostrophe Capitalization Colon Comma Dashes Dates and Time Electronic Media Numbers Period Quotations Spacing That, Which, and Who U.S. States and Territories Class Notes Editorial Recommendations

G O I Z U E T A B U S I N E S S S C H O O L B R A N D G U I D E | 3

BRAND STRATEGY

GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND STRATEGY | 4

GOIZUETA'S VISIONTo be the community of choice for learners, leaders, and educators who are admired for positively influencing the world of business.

GOIZUETA'S MISSIONThe Goizueta Business School strives to be the voice, authority, and influence of meaningful business performance that ignites passion to drive lasting change.

GOIZUETA'S STRATEGYRaise the stature of goizueta business school with key constituents by leveraging our entrepreneurial spirit among faculty and staff to deliver innovative ideas that foster collaboration, further our external influence and fuel our financial resources.

COURAGE

DIVERSITY

LEADERSHIP

RIGOR

SCHOLARSHIP

INTEGRITY

TEAM

ACCOUNTABILITY

COMMUNITY

RESPECT

CORE VALUES

BRAND STRATEGY

GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND STRATEGY | 5

PROSPECTIVE STUDENTS• Full-Time MBA• Evening MBA• Executive MBA• MS in Business Analytics• BBA• Executive Education• PhD

PROSPECTIVE BBA PARENTS

CURRENT STUDENTS

FACULTY

STAFF

CORPORATE PARTNERS• Recruiter• Executive Education Partner• Philanthropic Partner• Faculty Insight Partner• Student Insight Partner• Atlanta Economy Partner

ALUMNI• Far-Flung (Working out of state but still want to feel part of the community)• Localpreneurs (Entrepreneurs who stayed in Atlanta)• Nostalgists (BBA grads)• Up & Comers (MBA grad, early to mid career)• Executive Suite (MBA grad, late career)• Double Dippers (Goizueta BBA and MBA)• Female Grads• Philanthropic Retirees• Industry Group – Consulting Services – Financial Services – Technology – Consumer Products – Manufacturing – Pharma/Biotech/Healthcare – Transportation – Real Estate – Retail• Cultural Groups

AUDIENCE

MEDIA

PEER INSTITUTIONS

NON-ALUMNI DONORS

ATLANTA CIVIC COMMUNITY

EMORY UNIVERSITY


BRA ND IDENTITY

GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND IDENTITY | 7

COLORS

PRIMARY

PMS 125CMYK — 6, 32, 100, 24RGB — 181, 133, 0HEX — #B58500

PMS 130CMYK — 0, 32, 100, 0RGB — 242, 169, 0HEX — #F2A900

PMS 280CMYK — 100, 94, 27, 23RGB — 1, 33, 105HEX #012169

SIGNATURE

LINK

METALLIC/FOIL

COPY

NEUTRAL

ACCENT

GHOST

GOIZUETA BUSINESS SCHOOL

EXECUTIVEEDUCATION

ONE-YEAR MBA

BBA

TWO-YEAR MBA

EVENING MBA

EXECUTIVE MBA

PHD

MS IN BUSINESSANALYTICS

PMS 635CMYK — 32, 0, 1, 0R —164, 219, 232HEX #A4DBE8

PMS 280CMYK — 100, 94, 27, 23RGB — 1, 33, 105HEX — #012169

PMS 573CMYK — 24, 0, 11, 0RGB — 181, 227, 216HEX — #B5E3D8

PMS 7716CMYK — 82, 5, 39, 9RGB — 0, 150, 143HEX — #00968F

PMS 426CMYK — 81, 67, 55, 83RGB — 37, 40, 42HEX #25282A

PMS 420CMYK — 18, 13, 10, 0RGB — 199, 201, 199 HEX #C7C9C7

PMS 443CMYK — 43, 25, 26, 5RGB — 145, 157, 157 HEX #919D9D

PMS 7457CMYK — 25, 0, 0, 0RGB — 187, 221, 230HEX — #BBDDE6

PMS 7461CMYK — 98, 24, 1, 3RGB — 0, 125, 186HEX — #007DBA

PMS 485CMYK — 0, 95, 100, 0RGB — 218, 41, 28HEX — #DA291C

PMS 1565CMYK — 0, 42, 60, 0RGB — 255, 160, 106HEX — #FFA06A

PMS 278CMYK — 43, 17, 0, 0RGB — 139, 184, 232HEX — #8BB8E8

PMS 367CMYK — 37, 0, 77, 0RGB — 164, 214, 94HEX — #A4D65E

PMS 4287CMYK —66, 62, 55, 54RGB —69, 65, 66 HEX —#454142

PMS 2333CMYK — 49, 43, 44, 23RGB — 113, 110, 106 HEX — #716E6A

PMS 647CMYK — 88, 52, 3, 12RGB — 35, 97, 146 HEX — #236192

PMS 1205CMYK — 0, 4, 48, 0RGB — 248, 224, 142 HEX — #F8E08E

PMS 635CMYK — 32, 0, 1, 0RGB — 164, 219, 232HEX — #A4DBE8

PMS 7486CMYK — 25, 0, 50, 0RGB — 188, 225, 148 HEX — #BCE194

PMS 162CMYK — 0, 27, 32, 0RGB — 255, 190, 159 HEX — #FFBE9F

PMS COOL GRAY 2CMYK — 14, 10, 8, 0RGB — 208, 208, 206HEX — #D0D0CE

PMS 290CMYK — 25, 1, 0, 0RGB — 185, 217, 235HEX — #B9D9EB

PMS 300CMYK — 100, 56, 0, 3RGB — 0, 94, 184HEX — #005EB8

PMS COOL GRAY 9CMYK — 50, 40, 34, 17RGB — 117, 120, 123HEX — #75787B

PMS 166CMYK — 0, 76, 100, 0RGB — 227, 82, 5 HEX — #E35205

PMS 7740CMYK — 73, 1, 91, 17RGB — 58, 145, 63HEX — #3A913F

PMS 130CMYK — 0, 32, 100, 0RGB — 242, 169, 0HEX — #F2A900

PMS 280CMYK — 100, 94, 27, 23RGB — 1, 33, 105HEX — #012169

PMS 871CMYK — 0, 17, 55, 50RGB — 132, 117, 78HEX — #84754E

The Goizueta Business School color palette includes primary and signature colors. To maintain a connection to the school, the sub-brand signature colors must be used in conjunction with the Goizueta primary palette.


Designs using the Goizueta brand should evoke a sense of action. In particular:

• Goizueta makes change happen• Goizueta creates lasting impact• Goizueta’s work has ripple effects• Goizueta is a hub for positive action• Goizueta is shifting paradigms within established disciplines• Goizueta finds ways to break binaries and create both/and outcomes

ACTION

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Roberto Goizueta was one of those leaders who come once in a generation. “He was a

rarity and an exception,” says Allen.

A RARITY AND AN EXCEPTION


LOGOS

Horizontal version shown. Additional versions of the logo are available for download at emory.biz/brand.

SizeThe logo must appear at a minimum size to ensure clarity. For print: The “SCHOOL” portion of the logo must be more than 0.5 inches wide. For web: The “SCHOOL” portion of the logo must be more than 90 pixels wide.

Print size: >0.5 inchesWeb size: >90 px

ClearspaceThe logo must have clear space between the logo and any other elements. The clear space is the height of the letter ‘M’ in ‘EMORY’.

Background ContrastThe logo must be placed on a background of sufficient contrast.


LOGOS

DON'TsThe logo may NOT be skewed, modified, or colored beyond the approved variations provided.

The logo may NOT be stretched or skewed.

The logo may NOT be colored using tones outside of the Emory primary color palette (see Colors section).

Approved Color Variations


FONTS & TYPOGRAPHY

The Goizueta Business School brand uses six approved typefaces:

For Body Copy

Roboto Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh i jk lmnopqrs tuvwxyz0 1 2 3 4 5 6 7 8 9System Font Alternate: Arial Narrow

For Eyebrow + Stand Alone Paragraphs

CrimsonABCDEFGHIJKLMNOPQRSTUVWXYZa bcdefghijklmnopqrstuvwxyz0123456789 System Font Alternate: Times Regular

For Epic Headings

MasqualeroABCDEFGHIJKLMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z0 123456789

System Font Alternate: Gill Sans Bold

For Hero Headings

HEROIC CONDENSED A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9System Font Alternate: Arial Bold

For Section Headings

OswaldABCDEFGHIJKLMNOPQRSTUVWXYZabcde fgh i j k lmnopqrs tuvwxyz0123456789System Font Alternate: Arial Narrow Bold

For Subheadings

SentinelABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789System Font Alternate: Times Regular


HERO HEADINGSection Heading I

Section Heading II

Section Heading III

Section Heading IV

Subhead

Subhead

Subhead

EYEBROW

EYEBROW

EYEBROW

Crimson Roman 12pt

Crimson Roman 12pt

Crimson Roman 12pt

Heroic CondensedHeavy 86pt

Oswald Medium 44pt

Oswald Medium 38pt

Oswald Regular 30pt

Oswald Light 26pt

Sentinel Light 30pt

Sentinel Light 26pt

Sentinel Light 21pt EPIC HEADING

This is body copy that has a Section Heading or a Hero Heading.

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aliquip ex ea commodo consequat.

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Roboto Condensed Regular 16pt, 28pt leading

Crimson Roman/Bold 24pt, 36pt leading

Masqualero Bold/ExtraBlack

A totally stand-alone

Hero headings, epic headings, and eyebrows should be set in all-caps. Section headings and subheadings should be sentence-cased.

FONTS & TYPOGRAPHY


Voice is the personality or style of your writing—what sometimes is thought of as your attitude toward your audience. It helps you catch your readers' attention and establish a relationship with them. Voice is important in the work we do, because it establishes consistency across a website or family of publications. And, the way we talk about the brand shapes how people feel about it.

The Goizueta voice should feel lofty, aspirational, progressive — yet welcoming — and always resolute. The voice has a little attitude and edge, and a hunger for serious growth.

The Goizueta voice uses language that is dynamic, empowering, and echoes themes of inquisitiveness, optimism, and impact. This is a passionate place, driven to excel and create. The voice should feel established but not like the establishment.

KEY NOTES- Use a commanding, confident voice. - Use an active voice. - Use a conversational voice, employing storytelling to share your message. - Be concise and direct, keeping and the length of your piece in check.

Messaging should use a singular, unified voice across the institution. However, that singular voice can speak with different tones depending on audience. If voice is the personality of your piece, then tone is the mood. Your tone will vary from piece to piece, but only within the consis-tent voice you have established.

We have established a set of tone words that express the core values of Goizueta and reflect its personality. These words are not to be used in copy, but they should inspire the way you communicate with different audiences. The tone will shift depending on the audience, but all communications should use the following words as a guide.

Purposeful - We have work to do.Magnetic - We attract partnerships of high caliber.Noble - We stand by what is good.Ambitious - We are not afraid of high aspirations.Harmonious - We work in service of community.Equitable - We are just and fair-minded.

The first three tone words are inherited from Emory, our parent university. These keep us connected and aligned with our academic community. The last three tone words are unique to Goizueta Business School, and evoke our commitment to going beyond just business.

Tone A: Goizueta, the InnovatorKey tone words: Purposeful, AmbitiousWe don't just cause effects, we cause impact.

Tone B: Goizueta, the LeaderKey tone words: Magnetic, HarmoniousWe don't just make professionals, we make leaders.

Tone C: Goizueta, the ExemplarKey tone words: Noble, EquitableWe don't just create change, we create opportunity.

VOICE & TONE


We use a customized version of the "Streamline Icon" library. The icons are customized with an accent color from the primary brand palette. Any iconography required should be provided by the Goizueta Marketing department.

ICONOGRAPHY & ILLUSTRATION


Quote-box To accent quotes, use our signature quote boxes.

Info Seal Use our signature "info seal" to highlight key data and information.

Cut Corners Use cut corners as accents for text boxes.

VISUAL ELEMENTS

Wave This illustration is used as an element to enhance layouts and represent growth. It is also a subtle homage to our namesake Roberto C. Goizueta and the company he led to prosperity. The wave is permitted to be used in the primary colors, signature colors, and neutral colors.

GBS Seal Use the GBS seal as an overlapping element to create a dynamic layout. Additional versions of the seal are available in the Emory primary color palette.

Minimal Boxes To accent key quotes or headings, use our signature "minimal boxes."

Arrows To direct attention towards information or add movement to the layout, use our signature "arrows".

Color Bars To highlight the main headlines in print and digital pieces, and to add interest to layout, use our signature “color bars.”

X

The Goizueta Business School brand includes a variety of graphic elements that can be used to add visual interest to creative materials. These elements should be used judiciously. As a rule, use no more than four different elements on a single spread. To download the full visual assets package, visit emory.biz/brand. To learn more on how to apply these elements, refer to the Brand Execution section.


SUB-BRANDS

Per the colors section, the individual brand executions will feature their signature brand colors. The primary Goziueta color palette (see Colors Section) must be used in conjunction with the sub-brand's design. Below are examples of the signature color application for each subbrand. For more direction on brand execution, see the Brand Execution section.

EXECUTIVE EDUCATION

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the BBA program. Level up your career through short courses and certificate programs designed to help you go above and beyond.

CHALLENGE & TRANSFORM THE WORLD OF BUSINESS AND BEYOND

EXECUTIVE EDUCATION

TWO-YEAR MBA



TWO-YEAR MBA

EVENING MBA



EVENING MBA

ONE-YEAR MBA



ONE-YEAR MBA

EXECUTIVE MBA



EXECUTIVE MBA

MS IN BUSINESS ANALYTICS




PHD



PHD

BBA



BBA


SUB-BRANDS

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the Executive MBA program. You’ll

forge your own path based on your interests and intellectual callings.

EXECUTIVE MBA

FIND YOUR CALLING.FOLLOW YOUR PASSION.

Applicant Info Session & Resume WorkshopW, 1/22 | 6:30 p.m. | GBS 204 Why the BBA Matters/How an Emory Student Becomes a Goizueta GraduateTH, 1/23 | 5:15 p.m. | GBS 204 Why the BBA Matters/How an Oxford Student Becomes a Goizueta GraduateM, 1/27 | 5:15 p.m. | Oxford Library 201 HireUs Prep SessionT, 1/28 | 5:15 p.m. | GBS 204

Spring Career FairTH, 1/20 | 10 a.m.-2 p.m. | Student Centera

What Should I Do This Summer?TH, 2/6 | 5:15 p.m. | GBS 204 Assess the BestW, 2/12 | 7 p.m. | GBS 204 AMA: Ask Me AnythingTH, 2/19 | 3-6 p.m. | BBA Conf. Rm. 313

EXECUTIVE MBA

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in theEvening MBA program. You’ll


EVENING MBA





EVENING MBA

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the Executive Education program.

You’ll forge your own path based on your interests and intellectual callings.




EXECUTIVE EDUCATION


EXECUTIVE EDUCATION

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the Two-Year MBA program. You’ll


TWO-YEAR MBA





TWO-YEAR MBA

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the One-Year MBA program. You’ll


ONE-YEAR MBA





ONE-YEAR MBA

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the PHD program. You’ll forge your own path based on your interests and intellectual callings.

PHD





PHD

Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the MSBA program. You’ll forge your own path based on your interests and intellectual callings.






Start with a strong foundation in the liberal arts and further develop your problem solving and analytical skills in the BBA program. You’ll forge your own path based on your interests and intellectual callings.

BACHELOR OF BUSINESS ADMINISTRATION





BBAMS IN BUSINESS

ANALYTICS


We allow for designer discretion when selecting photography, but these guidelines should be respected when possible and appropriate:For portraits and single-subject: The subject should be looking at the camera with a confident expression. For multiple-subject: The subjects should be candid, not posed. They should be active, expressive, happy, and engaged.

PHOTOGRAPHY


BRAND EXECUTION

GOIZUETA BUSINESS SCHOOL BRAND GUIDE BRAND EXECUTION | 20

MOOD BOARD

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Roberto Goizueta was one of those leaders who come once in a generation. “He was a

rarity and an exception,” says Allen.

A RARITY AND AN EXCEPTION

2


VISUAL ASSETS

WaveThis illustration is used as an element to enhance layouts and represent growth.

GBS SealUse the GBS seal as an overlapping element to create a dynamic layout.

Minimal BoxTo accent key quotes or headings, use our signature "minimal boxes."

1

3

2

1

3

Execution Example 1


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Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blan-dit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

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Dean Erika James,Goizueta Business School

“We are honored to carry the Goizueta E ect torch. And together, we’ll light the way for all those looking to not only leave an impact, but a legacy. ”

INTEGRITY WITHOUT LIMITS

3

2

1

Quote BoxUse our signature "quote box" for quotes.

Cut CornerUse the cut corner sparingly to create a physical dynamic on boxes that enclose text. Out of the three text boxes shown, this location was the most appropriate for the following reasons: - Reduced empty white space- Allowed more of the background image

Minimal BoxUse minimal boxes to accent information and create structure.

Color BarsTo highlight the main headlines in print and digital pieces, and to add interest to layout, use our signature “color bars.”

1

3

4

4

2

Execution Example 2

VISUAL ASSETS

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Remember the days of extra credit?

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#1Nationally-Ranked Executive MBA

X


Info SealUse our signature "info seal" to highlight key data and information.

ArrowsTo add movement to the layout, use our signature "arrows".

Cut CornersUse our signature "cut corner" as an accent for the text box.

Color BarsTo highlight the main headlines in print and digital pieces, and to add interest to layout, use our signature “color bars.”

1 1

3

4

4

3

2

2

Execution Example 3

VISUAL ASSETS

NETWORKING EVENT

TUESDAY, JUNE 5, 4:30 PMGOIZUETA BUSINESS SCHOOL,W525


VISUAL ASSETS

Bring your ideas, insight, and ingenuity and get ready to become a different kindof leader. No matter the program you choose, you’ll workside-by-side with some of the world’s leading business thinkers and strategists, build a global network of business innovators, tap into a booming city filled with Fortune 500s and startups, and become prepared to change business for the better.

MAKE YOUR MARK

ONE-YEAR MBA | TWO-YEAR MBA | EVENING MBA | EXECUTIVE MBA | MS BUSINESS ANALYTICS | EXECUTIVE EDUCATION

EMORY.BIZ/EFFECT

Other examples

EVENING MBA



"I know everyone not just by name, but I know many of their families, interests, and goals. It is an amazing network to have." Rohan Chatterjee 17MBA Senior Consultant, Deloitte


Example 1

DONT'S

MARISA WEISSMAN WENER 16EVMBA. PROGRAM MANAGER, GOOGLE

“AT GOIZUETA, I GOT NOT ONLY A PERSONALIZED EDUCATION, BUT ALSO A PERSONALIZED EXPERIENCE.”

Goizueta’s Evening MBA is one of the best in the nation and the top-ranked in Georgia for a reason. Designed for working professionals, we’ll test, challenge, and equip you with the knowledge to turn idea into action. In small classes taught by world-renowned professors, you’ll apply theory to real-life problems, seek out innovative approaches, and challenge business-as-usual mindsets. Find your way to go beyond.

There is insufficient contrast between the color of the logo and background.

The quote box should NOT be the size of the whole quote.

The minimal box should stay in proportion to a square and NOT wrap the entire text.

There is insufficient contrast between the color of the text and background.

There are too many elements overlapping the wave.


Example 2

DONT'S

InfinitePossibilitiesGoizueta’s Two-Year MBA is all about impact. We push you to transcend the status quo. You’ll work in small teams to solve real, complex business problems. You’ll have one-on-ones with career advisors, coach and be coached in leadership, study international business abroad, and present work to real-world clients. In the end, you’ll be ready for any challenge the business world throws at you. Translation: You’ll be the person tomorrow’s business world needs.

Do NOT format your headings in Sentence case or Title Case. All headings should be formated in all-caps.

Do NOT place your text over a busy backgroumd.

Do NOT overscale the size of the arrows. They should be used as a subtle accent.

Do NOT modify the color of the wave.


Example 3

DONT'S

AT THE NEXUS OF BUSINESS, DATA, AND TECHNOLOGYGoizueta’s STEM-credentialed Master of Science in Business Analytics combines business, data, and technology to make you an effective business data scientist for a data-driven world. This 10-month, immersive program emphasizes hands-on learning in real-world partnerships with organizations like FedEx, InterContinental Hotels Group (IHG), and The Home Depot, so when you’re done, you can hit the ground running in any industry. Through it all, you’ll have a team to help you chart your career path in some of the fastest-growing fields in business.

AVERAGE COMPENSATION

$82,000

NCREASE IN JOBS

7X

MONTHS OPT

36

Do NOT tint your image.

Do NOT use too many elements. The minimal box should not be used in conjunction with the cut-corner box..

There is insufficient contrast between the color of the text and background.

Do not use more than 4 different elements in your design.


TEMPLATES

Branded templates are available for download at emory.biz/brand. Templates include:


LOGOS1. The logo may NOT be colored using tones outside of the Emory primary color palette (see Colors section).2. For print: The “SCHOOL” portion of the logo must be more than 0.5 inches wide. For web: The “SCHOOL” portion of the logo must be more than 90 pixels wide.3. The logo must have clear space between the logo and any other elements. The clear space is theheight of the letter ‘M’ in ‘EMORY’.

COLORS1. The sub-brand signature colors may not be used without the Goizueta primary color palette.2. When using black text on a gold background, our Emory blue must be incorporated in your design.3. Do NOT use gold text on solid blue background.

VISUAL ASSETS1. Visual assets should be used judiciously. As a rule, use no more than four different elements on a single-paged document.

PHOTOGRAPHY TREATMENT1. A photo should almost always be full color or black-and-white. A photo may only be tinted if all of the following apply: • The photo does not contain people. • The photo will have a text overlay. • Do NOT place text over photo subjects' faces. Text should be in an opaque box, or on a neutral part of a full-color photo.

BEST PRACTICES

Learn more about these and other short courses at: worksmarter.org/atlbiz


Emory Executive Education prepares leaders for what’s new and next in business. Level up your career through short courses and certificate programs designed to help you go above and beyond.

Upcoming Short Courses:

Executive Communication & Leadership Presence: October 16-17, 2019

Executive Decision Making: December 16-17, 2019

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#7National Rank for Program Design*

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WELCOMEGOIZUETA ADVISORY BOARD


EDITORIAL STYLE SHEET

GOIZUETA BUSINESS SCHOOL BRAND GUIDE EDITORIAL STYLE SHEET | 31

EMORY BUSINESS EDITORIAL STYLE SHEETThe Emory Business Editorial Style Sheet is designed to maintain consistency among articles submitted for publication in Emory Business. The style sheet covers essential rules as well as important house variations. For more detailed information on punctuation, capitalization, the treatment of numbers, quotations, and abbreviations, please consult The Associated Press Stylebook, the standard reference at Goizueta.

Apostrophe• Abbreviations. For plurals of abbreviations, use an apostrophe before the s if the abbreviation has periods. Otherwise, simply add an s to the end. I.D.’s but CDs, GEDs, PhDs, MBAs

• Degrees. Use an apostrophe in bachelor’s degree, master’s degree.

• Nouns ending in s. Only an apostrophe is required for the possessive of singular nouns ending in s. Harris’ work; Charles’ course

• Plural nouns. If the plural is formed with an s, add an apostrophe after the s to show possession. If the plural is irregular (men, children, mice, etc.), form the plural with an apostrophe and then an s. customers’ preferences; students’ grades; men’s apparel

• Plural letters. Form the plural of lowercase letters with an apostrophe and an s. The apostrophe and the s are roman even when the letter is italic. x’s and y’s x’s and y’s

Form the plural of single uppercase letters without an apostrophe, except to avoid confusion. two Bs and a C- but three A’s, not three As

• Plural numbers. Do not use an apostrophe before the s for decades or for other plural numbers. However, do use an apostrophe to indicate missing numbers. the oil crisis of the 1980s the big hair styles of the ’80s children born in the ’70s temperatures in the high 70s


CapitalizationSchoolUse the full and proper name of the school, and capitalize each word. Emory University’s Goizueta Business School Emory’s Goizueta Business School Goizueta Business School Never use “the” before the name of the school.

Never use the abbreviation “GBS” for Goizueta Business School. Use the full name, or write “Goizueta” or “the business school.” In most cases, “Goizueta” will suffice as the first mention of the school in an article, followed by “the business school” or “the school” later in the text.

Degree ProgramsCapitalize each word when referring to the proper program name. When the word “program” is used in conjunction with the name, “program” should not be capitalized. Goizueta’s Executive MBA Goizueta’s Evening MBA program the BBA program

• Generic degree references. Capitalize only the degree and use the word “program.” an executive MBA program; several one-year MBA programs She was looking for an evening program. • Hyphenated degree programs. Capitalize both halves of hyphenated degree programs. Goizueta’s Full-Time MBA; Goizueta’s One-Year MBA Part-Time Evening MBA Goizueta IMPACT One-Year MBA Goizueta IMPACT Two-Year MBA Goizueta IMPACT

In running text, when hyphenated programs are used as adjectives, do not capitalize full-time or one-year. He then addressed the full-time MBA students in the audience.

Please note: BBA Career Management Center, MBA Career Management Center (BBA CMC and MBA CMC acceptable after the full name has been referred to first)


Center for Alternative Investments (CAI) Emory Executive Education (no acronym) Emory Marketing Analytics Center (EmoryMAC—note the lack of a space) Flex/Core (a reference to a flexible sequence of core courses; always capitalize “Flex” and “Core”) Global Experiential Module (replaces Colloquium, international module for MBAs) Goizueta Advanced Leadership Academy (GALA) GMAT (do not write out “Graduate Management Admissions Test”) Inside Goizueta (an annual conference; always capitalized) Start:ME Program or Start:ME Accelerator Program Social Enterprise @ Goizueta (SE@G) Trek — Arts Management Trek; Film Trek Welcome Weekend (admitted students meet with current students; always capitalized)

Goizueta degrees conferred as of Jan. 2020Bachelor of Business Administration (BBA)BBA/MPA BBA/MSBADual Degree in Engineering: BBA from Emory and a BS in Engineering from GA Tech(https://goizueta.emory.edu/undergraduate-business-degree/academic-pathways/dual-degrees)BBA+QSSOne-Year MBAFull-Time Two-Year MBAPart-Time Evening MBA Weekend Executive MBAModular Executive MBA (Note: changes coming to this program)JM/MBAMD/MBAMDiv/MBAMPH/MBAJD/MBADPT/MBAJD/MBAMTS/MBA

Titles of People• Academic, professional, and civil titles. Titles preceding a name are capitalized (in this case, the title functions as part of the person’s name), but titles following a name or used in place of a name are normally lowercased.


Dean Erika James discussed the new PhD program. Erika James, dean of Goizueta Business School, offered her comments. Andrea Hershatter, senior lecturer in organization and management and senior associate dean of undergraduate education, noted that . . .

Lowercase words like president, professor, dean, director, and so on when they stand alone in running text. Ignatius Few was the first president of Emory College. Send your request to the chairman of the department.

• Named professorships. Named or chaired professorships are capitalized even when following a name, though not when used descriptively. Jagdish Sheth, Charles H. Kellstadt Chair in Marketing, remarked on the success of the conference and its impact on Goizueta. Jagdish Sheth, chaired professor of marketing, remarked on the success . . .

• Formal contexts. In formal contexts (especially in lists of donors), as opposed to running text, titles are sometimes capitalized even when following a personal name. Exceptions may also be called for in promotional or other contexts for reasons of courtesy or politics.

• Corporate and organizational titles. the chief executive officer; the CEO Roberto Goizueta was chairman and CEO of The Coca-Cola Company. He was the youngest chief executive officer in the company’s history.

• Titles used in apposition. When a title is used descriptively before a person’s name (i.e., in apposition, usually with “the”), it is lowercased. the then secretary of state Colin Powell but Secretary of State Colin Powell

Institutions and CompaniesWhen cited in full, use initial caps for an organization’s name. Generic terms such as school and company are lowercased when used alone. The Goizueta Business School was named after Roberto Goizueta. The school has long championed ideals of principled leadership. She serves on the Board of Trustees of Emory University. The board of trustees met last Wednesday. The board is composed of ten members.


The General Electric Corporation partners with Goizueta in several ways. The corporation and school have mutual interests.

• Fact check. Please fact check business names, as many include unusual spelling and punctuation. PricewaterhouseCoopers Avenue A | Razorfish

• “The.” In general, a “the” preceding an institution’s name, even when part of the official title, is lowercased in running text. The Wharton School of the University of Pennsylvania but After graduating from the Wharton School, she moved to Atlanta.

Exceptions (house style) The Coca-Cola Company The Goizueta Foundation (capitalize “The” in running text). In conjunction with The Coca-Cola Company, The Goizueta Foundation has funded several scholarships. The Carter Center The Home Depot

Courses, Fields of Study, and Degrees• Course titles. Capitalize course titles when given exactly. He signed up for Introduction to Marketing Strategies.

• Informal course references. Lowercase informal course references or fields of study. She is teaching an introductory course on marketing strategies. In addition to accounting courses, marketing majors must take at least one consulting course in their first year.

• Academic degrees cited in full. Capitalize an academic degree when it is given in full. a Master of Business Administration (MBA) (no ’s on master)

• Academic degree abbreviations. Omit periods in all academic degrees. MBA, MA, PhD, BA, MD

• Generic degree references. Lowercase informal or generic degree references and add ’s. a bachelor’s degree, a master’s degree, a doctorate, a fellowship master’s thesis, doctoral dissertation

Emory Business Headlines• Style. Goizueta uses sentence style headlines. Capitalize the first word of the title and the first word of any subtitle. All the other


words are lowercase (except proper nouns). (Note: if Buzz item, may just be short header) Headline examples: Conference highlights leadership and economic empowerment Principled leadership: Where financial savvy meets social responsibility Full-time MBAs gain global perspective CEO Exchange on PBS (CEO Exchange is the name of a program on PBS and therefore Exchange remains uppercase)

Titles of Works• Book titles. Italicize book titles in running text. Always fact check a book title on the publisher’s website or view the book cover on Amazon.com for exact wording and capitalization. 5 Kick-Ass Strategies Every Business Needs (Sourcebooks Inc., 2006)

Normally, numbers are spelled out when beginning a sentence or title, but the cover of this book uses the number and any printed references to the book should do so as well.• General book title rules. Capitalize the first word and all other words of a book title except conjunctions, articles, and short prepositions (fewer than five letters). However, do capitalize a short preposition that is used adverbially or adjectivally. Speeding Up the Process; The On Button

• Article titles. Emory Business magazine cites article titles in sentence style, regardless of the style used in the original publication. Exact wording, of course, is essential, so do a fact check. Capitalize the first word of the title and the first word of any subtitle. All the other words are lowercase. Use quotation marks to set off the article title. “Market-based assets and shareholder value: A framework for analysis”

• Journals and newspapers. Follow the exact punctuation of the published journal or newspaper title. Italicize the title. U.S. News & World Report BusinessWeek (no space between words). Possessive: BusinessWeek’s (roman apostrophe and s)

• Social Media. When referring to the social media pages of an organization within Goizueta, sometimes the names differ depending on the platform. For example: On Facebook, SE@G is Social Enterprise at Goizueta, but on Twitter it is Social Enterprise @ Goizueta, with the Twitter handle being @SocEntGoizueta. In running text, you may refer to the social media simply as SE@G’s Facebook and Twitter pages, but be sure to provide readers with the proper links and handles.

• Hashtags. Although capitalization is not required when searching hashtag phrases, use appropriate capitalization in hashtag phrases to make them easier to read. There is never any punctuation in hashtag phrases. #SEGWeeklyReads (note the lack of the @ symbol) #StartME2020 (note the lack of the colon [:])


In running text, do not capitalize or italicize the initial “the” of a journal or newspaper, even if part of the official title (except, of course, if the “the” begins a sentence). She reads the New York Times every morning. Did you see today’s article on Goizueta in the Atlanta Journal-Constitution? Exception: She was quoted in The Times yesterday. (The London-based newspaper retains its capitalized and italicized “the.”)

Further Notes on Capitalization• Seasons. The four seasons are lowercased, except when used as a publication date. spring, summer, fall, winter A new course will be offered in the spring. Last fall, several CEOs met at a Goizueta symposium for EvMBA students. Dr. Craig won acclaim for his article “Culture matters: Consumer acceptance of U.S. films in foreign markets” (Journal of International Marketing, Winter 2005).

Please note: ad interim (italic, lowercase) follows a title without a comma: Dean ad interim Advanced Placement a.m., p.m. (note the periods) fax (noun and verb: lowercase) greater Atlanta Professor Emeritus, Professor Emerita Room 352

Avoid arbitrary capitalization. Do not initial-cap words just because they are considered important.

Colon• Uppercase/lowercase. The first word following a colon is always lowercased unless it introduces a proper name, a quotation, or more than one sentence. He listed several important factors: climate, location, and available infrastructure. He now follows his own advice: Be patient. Take the long view of investing. (Both sentences relate to advice, so they’re both uppercased.)

• Independent clauses. A colon should only be used after an independent clause. The steps are as follows: first, apply for the internship; second, check with Career Services to make sure your letters were mailed; and third, follow up . . .


• Dependent clauses. A colon is not used after a dependent clause, nor is it used after adverbial phrases such as namely or for example. The study involved the three most relevant issues, namely, productivity, marketability, and support staff. A conference brochure should include the conference theme, location, duration, and cost. This editorial style sheet is concerned with (1) punctuation, (2) consistency, and (3) styles particular to Goizueta.

Comma• Serial comma. Following Oxford style, use the final comma in a series of three or more items joined by and. Goizueta offers undergraduate, graduate, and professional degree programs.

• Modifying elements. Within a sentence, a modifying or identifying element that is preceded by a comma must be followed by a comma. Meg Smith, a senior, is chair of the committee. The program will run from May 30, 2001, to June 17, 2001. Seminars are offered in Atlanta, GA, as well as in Washington, D.C.

• Dates. In month-day-year format, use commas before and after the year. He graduated on May 15, 2007, with honors.

No comma is needed between month and year. The visitors are expected in April 2009.

• Proper names. Omit commas before and after Jr. and Sr. John Roberts Jr. and William Smith Sr. served together on the committee.

Never use commas to set off roman numerals such as II, III, and IV when used as part of a name. Alexander Smith III is the grandson of the company’s founder.

Use a comma after that is and namely and place commas on both sides of i.e. and e.g.

State AbbreviationsEnclose the state in commas. North Star Academy, a pioneering charter school in Newark, NJ, starts each morning with a motivational chant. John Smith 03MBA of Dallas, TX, is a senior analyst at McKinsey and Company.

DashesGoizueta uses three types of dashes, in ascending order of length: hyphens, en dashes, and em dashes.


HyphensHyphens are used in compound words, compound names, and in telephone numbers, as well as to separate letters if a word is spelled out. full-time; ill-advised; Professor Lloyd-Jones, 404-727-1234; w-o-n-d-e-r-f-u-l

The hyphen’s primary function is to prevent confusion. Most common prefixes now form a solid word with the root, but a hyphen is often used to: • separate two similar vowels (as in re-educate)• avoid confusion with another word (re-creation/recreation)

• Adverbs ending in -ly. No hyphen is used between an adverb ending in -ly and an adjective or participle. rarely seen, highly amusing, quickly completed

• Compound adjectives preceding a noun. Compound adjectives that precede a noun are hyphenated, unless the expression includes another modifier. a little-known fact; a well-qualified applicant, off-campus housing, a part-time student, clear-eyed response but a surprisingly little known fact, an exceptionally well qualified applicant

• Compound adjectives following a noun. Compound adjectives that follow a noun are not hyphenated. The two applicants were well qualified. housing on campus, attending full time

• Half compounds. When part of a compound is used, a space follows the hyphen. a three- or four-credit course • Percentages. Hyphenate percentages when used as modifiers. a 25-percent discount; a 50-percent reduction.

• Fractions. Use a hyphen whether the compound is a noun or an adjective. two-thirds of the students; a three-fifths majority

• When to omit the hyphen. coursework, dual degree program, grade point average, in residenceFor a more thorough discussion and specific examples, see the AP style guide’s Punctuation Guide or Chicago’s hyphenation table. Merriam-Webster’s online dictionary will also provide the hyphenation for most individual words, although it will not help with phrases or other trickier situations.


En DashesAn en dash is longer than a hyphen and shorter than an em dash. It is used primarily to indicate a range between numbers or dates. The assignment can be found on pages 34–36.the weekend of May 10–12

• From/to. If the word from precedes the first element, use the word to, and not the en dash. She taught at Goizueta from August 1998 to May 2005.

• In place of a hyphen. Use an en dash instead of a hyphen in compound adjectives when one of the elements is an open compound. the post–World War II era a business school–law school connection

• University names. Sometimes an en dash is used to link the name of a university with a city name. Please fact check such names. the University of Wisconsin–Madison but the University of California, Berkeley

Em DashesAn em dash is the length of two hyphens and is used to introduce or set off amplifying or parenthetical matter. Many classes are small—ten to fifteen students—and meet twice a week. She has volunteered at the same shelter for decades—over forty years!

• Spaces. There is no space before or after an em-dash. No sentence should contain more than two em dashes.

• Bylines. Use an em dash before an author’s byline, without any spaces. This is the last sentence of the article.—Allison Shirreffs

Date and TimeUse numerals for times of day and days of the month. 3 p.m., January 1 (not first or 1st or three o’clock)

• Commas. No comma is needed between seasons or months and year. The visitors were expected in January 2008 but arrived in December 2007.


• Brevity. In times of day, use only those digits that are necessary. 8 p.m. (not 8:00 p.m.) or 10–11:30 a.m.

Electronic Media• Do not italicize email addresses or URLs. To see the new website, visit goizueta.emory.edu.• Omit the http:// and the www. emory.edu.• email (no hyphen and lowercased except when it begins a sentence) • online (one word, no hyphen); offline• website (lowercase, one word, no hyphen)• web page, web address, web design (two words, lowercased)• the internet; but the Net

Numbers• One to ten. Spell out numbers from one to ten and approximate numbers. There are six professors and about two hundred students.

When numbers above and below ten occur together in the same category, for consistency’s sake they should be written as numerals. The program includes 6 professors and 120 students.

For clarity, when two numbers fall together, spell out one and use a numeral for the other. Students must take twelve 4-credit courses. • Percent. Use a numeral for the amount. Spell out percent. “We had close to 100 percent of our class giving back.”In tables and charts, the symbol % is preferred.

• Lists. In lists and other display type, use numerals. number of international students: 8; total number of freshmen: 79

• Sums of money. Use only those digits that are necessary. $60 (not $60.00)

• Never start a sentence with a numeral. Spell out the number, or restructure the sentence.


The year 2007 saw several significant curriculum changes. not 2007 saw several significant curriculum changes.

Period• U.S. states and territories. Use periods in U.S. (except in headlines). Do not use periods in state abbreviations (GA, AL, FL, but D.C.).

Use state abbreviations in both running text and Class Notes.

• Academic degrees. Omit periods in all academic degrees. MBA, MA, PhD, BA, MD

Ellipsis Points See below, under “Quotations.”

QuotationsMost quotations in Emory Business magazine will be run in, that is, integrated into the text in the same type and font size as the text and set off by quotation marks.

• Common speech verbs. Use a comma, not a colon, after said, added, noted, asked, and similar verbs. Wendy Case, EMBA program director, added, “We train students to assume greater leadership roles within their organizations.”

• Introductory phrases. Use a colon after formal introductory phrases such as thus or the following. As for necessary skills, he listed the following: “persistence, honesty, and the ability to work with a team.”

• Commas and periods. Commas and periods go inside quotation marks. “Goizueta was a rewarding experience,” she said. “I’ve used a lot of what I learned in the classroom.”• Colons and semicolons. Colons and semicolons come after closing quotation marks. He quoted the last line of Frost’s “The Road Not Taken”: “I took the one less traveled by, And that has made all the difference.”

• Question marks and exclamation points. Question marks and exclamation points go either inside or outside quotation marks, depending on the sense. She asked a fellow student, “What is the difference between these two courses?” Why did he reply, “You’ll have to consult the professors”?

• Capitalization. When a quotation is used as a syntactical part of a sentence, an introductory comma should not be used and the quotation should begin lowercase, even if the original is uppercase. The speaker advised students to “find mentors who are not only successful, but who love their work.”


She noted that “many students hope to find jobs that provide meaning as well as a paycheck.”

When the syntactical relation is more remote, the initial letter remains capitalized. As the speaker advised, “Find mentors who are not only successful, but who love their work.” In her closing remarks, she noted, “Many students hope to find jobs that provide meaning as well as a paycheck.”

Do not use both quotation marks and italics to set off a quote.

Ellipsis PointsEmory Business discourages the use of ellipses, even in direct quotes, except in the following instances: 1) when quoting Roberto Goizueta, 2) when a quote deliberately trails off, or 3) when a quote clearly demands ellipses for clarity’s sake.

• Three-dot method. Almost every use of ellipsis points in Emory Business will employ the three-dot method, indicating an omission within a quoted sentence or between quoted sentences. Include a space before the first dot and after the last dot. “Without integrity, no other personal quality has much value ... because integrity overrides everything else.”

If the first word after an ellipsis begins a new sentence, capitalize the first letter of the word. There is no need to bracket the letter if it was originally lowercase. “As the saying goes ... The cynics will tell you that the good you do today will be forgotten tomorrow.”

• Additional punctuation. If fidelity to the original or ease of reading calls for additional punctuation (a comma, colon, semicolon, question mark, or exclamation point), place the additional punctuation either before or after the ellipsis, depending on where the omission occurs. When the additional punctuation precedes the ellipsis, there is no space between the punctuation mark and the preceding word. “How do we train global leaders? ... We create global classrooms.” (The original might have read: “How do we train global leaders? By admitting a high percentage of international students, we create global classrooms.”) “How do we assure students are sufficiently prepared, mentored ... ? We assign them faculty advisors before they arrive at Goizueta.” (Theoriginalmighthaveread:“Howdoweassurestudentsaresufficientlyprepared,mentored,andsupported?We...”) Periods, if used, always precede an ellipsis, and there is no space between the period and the preceding word. Use a period followed by three dots only when grammatically complete sentences both precede and follow the ellipsis (even then, the period is not necessary; the three-dot method is fine). “He did not understand our motives. ... We sought to increase job satisfaction and productivity, not to target individuals.” or “He did not understand our motives ... We sought to increase job satisfaction and productivity, not to target individuals.”


• Ellipses before and after quotations. Do not use an ellipsis before the first word of a quotation, even if the beginning of the original sentence has been omitted. Do not use an ellipsis after the last word of a quotation, even if the end of the original sentence has been omitted, except for effect or because the sentence as quoted is deliberately incomplete.

SpacingUse only one space between sentences.

That, Which, and Who• That should introduce restrictive clauses—clauses that limit the reference and are essential to the meaning of the sentence. The clause is restrictive because it identifies a specific noun. The restrictive clause is not set off from the sentence by commas.(NOTE: AP suggest using “that” if it helps add clarity to the sentence.) Those exams that are turned in late will receive failing grades. The poster that Aneesah submitted won an award.

• Which introduces non-restrictive clauses, which provide additional, nonessential detail, but which could be dropped without changing the meaning of the sentence. Commas set off the nonrestrictive clause. The book, which has 498 pages, is at the reserve desk. Aneesah’s poster, which she worked on for two weeks, won an award.

• Who or whom shoulD be used with persons. Omit commas with restrictive clauses and use commas with non-restrictive clauses. Restrictive: The students who participated received a certificate. Non-restrictive: The students, who traveled from several different countries, networked with local entrepreneurs.

U.S States and Territories• Abbreviations. Use abbreviations for U.S. states and territories in both running text and Class Notes. Running text: Dr. Gilmartin taught in Boston, MA, for several years before moving to Atlanta. Class Notes: Rosemary Fitzgerald 01EMBA of Washington, D.C., announces . . .

• Periods. Use periods in U.S. and D.C. but not in state abbreviations (GA, AL, FL).

• Commas. Use commas before and after the state in running text. Corporate recruiters from San Jose, CA, met with interested students. Dominic Herrera 03EvMBA of Phoenix, AZ, has been promoted to senior vice president of Valepick Industries.

Class Notes


• Names of students and graduates. Name, year of graduation, and program are bold, without hyphens or commas. Sylvia Ross 04BBA of Washington, D.C., is a senior manager of Quest Inc.

• Married graduates. Be sure to bold names and degrees of both graduates. Cara L. Kaplan 01BBA and Brian S. Goldberg 02BBA of New York City were married June 11, 2006.

• Multiple degrees. Multiple degrees in Class Notes are separated by a space. Megan E. Turk 02C 08EvMBA is an Emory College admissions advisor. Nicholas Missler 07OX 09C 16EvMBA

• Joint degrees. Joint degrees are joined with a slash, not a hyphen. Amanda Smith 04MBA/MPH; Deangelo Davis 05JD/MBA Ja-Ling Hsiao 06MBA/MDiv; Charles Goldberg 07MD/MBA Elena Lopez 18BBA/BS/MSBA

• Company names. Capitalize. Fact check.

• Positions. Do not capitalize job descriptions. Kaplan is a senior associate with Digitas, a Boston marketing company. not Kaplan is a Senior Associate with Digitas, a Boston marketing company.

AbbreviationsBDI = Behavior & Decision InsightsCAI = Center for Alternative InvestmentsEIIG = Emory Impact Investing Group EvMBA = Evening MBAGFE = Grounds for Empowerment GII = Goizueta Impact InvestingIG = Inside Goizueta ISOM = Information Systems & Operations ManagementJM = Juris MasterMEMBA = Modular Executive MBAMPA = Master of Public Accounting MPH = Master of Public Health MSBA = Master of Science in Business AnalyticsMTS = Master of Theological Studies


O&M = Organization & Management QSS = Quantitative Sciences WEMBA = Weekend Executive MBA

Editorial ReccommendationsJob titlesIt is important to include job titles when quoting a Goizueta alumnus/a. This is the case even when the source’s job or area of professional expertise is unrelated to the subject of the article.

Business namesIf it is not obvious what a company specializes in, please include a description.

Avoid the passive voiceUse of the passive voice can lead to weakly worded writing. Because the passive voice doesn’t assign an actor to the verb in a sentence, it often makes for unclear language. While you should avoid its use, don’t go to unreasonable lengths if using the active voice seems awkward or unnecessary. Use your best judgment, but strive to use the passive voice only sparingly.

Use descriptive adjectives with careWhile words and phrases such as “innovative,” “flexible,” the greatest,” and “intensive” serve a useful purpose in communicating a sense of energy, they lose their punch when they are not followed by examples of the ways in which Goizueta lives up to them. When you use terms like these to describe the school, show readers how Goizueta embodies them in specific, concrete ways.

Pay close attention to punctuationScour your article for any and all instances of incorrect punctuation. To readers who notice such things, things as seemingly minor as an incorrectly placed apostrophe or colon can undercut the message you are trying to communicate. Pay attention not only to incorrect punctuation, but also to awkward punctuation. Exclamation points, for example, should be used rarely, if ever. It is best to eliminate them wherever possible.

Keep content correct and currentBe vigilant about keeping all time-sensitive content current and up-to-date.

Please note these easily confused words and expressions:

• admission; admittance. Admission is figurative, suggesting the rights and privileges granted upon entry: He won admission to a first-rategraduateprogram.Admittance is purely physical: No admittance beyond this point.


• alumni. Alumnus: male, singular. Alumni: male, plural (also used in reference to a group that includes both male and female graduates). Alumna: female, singular Alumnae: female, plural.• as far as/as for. “As far as” is too wordy, requiring additional phrasing (“is concerned,” “goes”). Use “as for” instead. Compare: As far as membership is concerned, we’ve had great success. As for membership, we’ve had great success.• awhile/a while. “Awhile” is adverbial: Let’s rest awhile. “A while” is a noun phrase that follows the preposition “for” or “in”: Let’s rest here for a while. He hasn’t traveled in a while, focusing instead on his studies.• because; since. Though some writers erroneously believe that “because” and “since” cannot be used interchangeably, both words refer to cause and effect (“since” is slightly milder). “Since” also refers to a point in time. • between; among. “Between” expresses a relationship involving only two persons or things. “Among” expresses a relationship involving more than two persons or things. He had the pleasure of choosing between two excellent job offers. Among the several job offers she received, one was clearly the best.“Between” is used when considering persons or things individually, or when multiple one-to-one relationships are understood from the context. Between attending classes, organizing the conference, and applying for jobs . . . TradebetweenmembersofNAFTAhasincreasedsignificantly.Use the objective form of pronouns with “between” (as with all prepositions). between you and me, between her and themUse of the nominative (between you and I, between she and they) is an overcorrection, the mistaken appearance of educated speech.• bi; semi. Generally, bi means “two” (biweekly = every two weeks), while semi means “half” (semiweekly = twice a week).• biannual; semiannual; biennial. Biannual is confusing, because it means both “every two years” and “twice a year.” Semiannual means “twice a year.” Therefore, for clarity’s sake, “semiannual” is preferred over “biannual.” Biennial means “every two years.”• curriculum/a. Singular/plural• data. “Data” is the plural of datum, though it is now commonly used with a singular verb.• despite/in spite of. “Despite” is preferred for brevity and flow.• different from/differently than. Adjectival phrase/adverbial phrase. Her company is different from theirs. He described their project differently than we expected. • doctoral/doctorate. “Doctoral” is an adjective; “doctorate” is a noun. Doctoral program, doctoral candidate, doctoral degree. He received a doctorate in economics.• doubtless/doubtlessly. Both are adverbs, but “doubtless” is strongly preferred.• email • faculty can be either singular or plural. The word faculty is singular when it means “the teaching and administrative staff” as a collective whole. The faculty is renowned. Faculty is plural when it means “faculty members.” Many faculty were present.• fewer/less. “Fewer” refers to things that can be counted. “Less” refers to quantity or amounts. Fewer students missed the deadline thisyear.Heearnedlessmoneybutwasmoresatisfied.• in between/in-between. “In between” is a preposition or adverb; in-between is an adjective. In between the buildings. Layers with


afillinginbetween.In-betweenweather.• long-term/long term. Hyphenate “long-term” when used as an adjective to modify a noun. Don’t use a hyphen when using “long term” as a noun. This is our long-term strategy. Over the long term, we hope ...• onto/on to. “Onto” is a preposition and implies a movement: He walked onto the stage. When “on” is part of a verbal phrase (e.g., hold on, press on), “to” is the preposition: She held on to the check. He pressed on to the end. If the word “up” can precede “on” and still make sense, “onto” is usually the right choice: He climbed [up] onto the stage.• phenomenon/phenomena. Singular/plural.• propaganda. Singular noun. The plural form is “propagandas.”• subsequent to. “After” is less stilted and therefore preferred.• till. This is a preposition and conjunction in its own right and not a contraction of “until.” Do not write “’til.” This is a spelling mistake, despite common usage in advertising. “Till” is used interchangeably with “until”: The library is open till midnight.• unique. This word means one of a kind, an absolute state or condition (like “entire,” “impossible,” and “pregnant”). Avoid combining these adjectives with comparative terms such as “very,” “less,” or “most.”

brand guidelines - goizueta business school › brand › web-guide.pdf · 2020-04-22 · mood...

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