marketing + public affairs style guide

The purpose in defining an editorial style for the texts of all Lawrence Tech publications is to present the same consistency and strength of the University brand that is sought in its graphic standards.

Lawrence Tech follows the current edition of the Associated Press Stylebook for capitalization, grammar, hyphenation, punctuation, variant spellings of words, number style, etc. However, as is typical with many organizations, Lawrence Tech style sometimes deviates from the AP Stylebook or addresses questions not covered by the AP Stylebook.

The Lawrence Tech Name
The University’s official name is Lawrence Technological University and must appear in its entirety in all publications and ads. In text, it should be used in its entirety upon the University’s first mention. While Lawrence Tech and LTU have been adopted in acceptance of popular usage and have become the University’s brand, they should be used only as a second reference in text. 
Never use Lawrence Tech University.
When referring to Lawrence Tech as an entity, use the University, as always capitalizing University

Correct: The University is . . .
Incorrect: The university is . . .
Correct: In detailing university policy . . .
Incorrect: In detailing University policy . . .

Avoid abbreviations whenever possible and remember that the external community generally will not understand the internal Lawrence Tech shorthand in referring, for example, to colleges (e.g., COM, ECE) and degrees (e.g., BSIOE, DMIT).

Academic Degrees
Correct: associate degree
Incorrect: associate’s degree

Correct: bachelor’s degree; bachelor of science
Incorrect: bachelor degree; bachelors degree

Correct: master’s degree; master of science
Incorrect: master degree; masters degree

Correct: doctoral degree or a doctorate
Incorrect: a doctorate degree

Correct: Bachelor of Science in Biomedical Engineering; BS in Biomedical Engineering; Master of Science Education; Doctor of Business Administration

Avoid abbreviating degrees because they begin to look like alphabet soup. When an abbreviation cannot be avoided, always spell it out on the first mention, with the abbreviation in parentheses following, and do not use periods in citing the degree.

Correct: MBA; MSME; BSAr
Correct: Master of Science in Mechanical Engineering (MSME)
Incorrect: B.S.C.E.; M.S.E.M.S.

Academic and Professional Titles
Capitalized before a name, lowercased after a name:

Correct: Hsiao-Ping Moore, dean of the College of Arts and Sciences
Incorrect: Hsiao-Ping Moore, Dean of the College of Arts and Sciences

Correct: Dean of the College of Arts and Sciences Hsiao-Ping Moore
Incorrect: dean of the College of Arts and Sciences Hsiao-Ping Moore

Correct: Vice President of University Advancement Stephen Brown
Incorrect: vice president of university advancement Stephen Brown

Generally, do not use the titles “Mr.,” “Dr.,” “Ms,” and “Mrs.,” in text. “Dr.” is used, however, in Commencement and honorific publications.

Correct: Hsiao-Ping Moore, dean of the College of Arts and Sciences
Incorrect: Dr. Hsiao-Ping Moore, dean of the College of Arts and Sciences

Correct: Stephen Brown, vice president of university advancement
Incorrect: Mr. Stephen Brown, Vice President of University Advancement 

Academic/University Units
The names of colleges, as well as academic and service departments and offices, are capitalized.

Correct: College of Architecture and Design; Department of Electrical and Computer Engineering; Office of University Advancement; Office of Admissions; Office of the Registrar; Computer Help Desk; DTE Energy One-Stop Center; One-Stop Center; the Larry Joe

However, when colleges, departments, and offices are referred to in shortened form, they are lowercased:

Correct: the college; the department; the office; the registrar

Avoid whenever possible. If they must be used, always give the full name upon first mention, followed by the acronym in parentheses.

The correct usage is as follows:
alumnus: one male graduate
alumni: more than one male graduate or former student or a mixture of male and female graduates
alumna: one female graduate
alumnae: more than one female graduate

Alumni Designation
When an alumnus/na is cited, his or her degree and year of graduation is provided after the name and set off by commas. Be mindful that the apostrophe indicating that part of the year is omitted faces the correct direction.

Correct: John Doe, BSME’78, visited campus for Open House.
Incorrect: John Doe, BSME‘78 visited campus for Open House.

In text, use and, not the ampersand &. In heads, captions, and ads, the use of & is permitted if space limitation prevents using and.

Blue Devil Motorsports Organization
Correct: Blue Devil Motorsports
Incorrect: Blue Devil Motor Sports

Board of Trustees
Always capitalize the full name. However, when it is referred to in shortened form, i.e., the board, it is lowercased.

A. Alfred Taubman Student Services Center, Taubman Center thereafter
Applied Research Center
Architecture Building
Art and Design Center
Don Ridler Field House, the field house thereafter
Science Building
The Quad
Wayne H. Buell Management Building, Buell Management Building thereafter
Engineering Building

Capitalize specific course names. Lowercase subjects of study.

Correct: Introduction to Psychology; Visual Communication
Incorrect: basic design 1

Correct: The student is taking mathematics, chemistry, and English literature courses.
Incorrect: The student is taking Mathematics, Chemistry, and English Literature courses.

Not course work

Don Ridler Field House
Correct: Don Ridler Field House
              Ridler Field House
              Field House
Incorrect: Don Ridler Fieldhouse
                Ridler Fieldhouse

Correct: Oct. 24, 2003; October 24, 2003
Incorrect: Oct. 24th, 2003

Correct: October 2009
Incorrect: Oct. 2009 

Do not hyphenate.
Incorrect: e-mail 

Email Addresses
All email addresses should be typed in lowercase letters, unless an external address is case-specific.


Fund Raising
Correct: Fund raising, fund raiser, fund-raising (adj.), National Association of Fundraisers (follow organization’s chosen spelling)
Incorrect: fundraising, fundraiser, fund-raising (n), fund-raiser (n)

Correct: GPA
              3.0 GPA; 2.75 GPA, 2.2 GPA
Incorrect: G.P.A.
                3.00 GPA, 2.20 GPA

Great Lakes Stormwater Management Institute
Correct: Stormwater
Incorrect: Storm Water

Correct: University Housing-South; University Housing-North
Correct: Housing-South; Housing-North

Jr., Sr.
Correct: John Doe, Jr.; John Doe, Sr.
Incorrect: John Doe Sr.; John Doe Sr.

When citing monetary figures in nonfinancial texts, do not provide empty cents placeholders.

Correct: $10
Incorrect: $10.00

Spell out 1–9, use Arabic numerals 10 and up.

Numbers (Inclusive)
Inclusive numbers should not include digits that are unnecessary for understanding a numerical spread. An N-dash should be used between inclusive numbers.

Correct: 325–27; 1914–18; 1997–2003; 2000–03; 2001–06
Incorrect: 325-327; 1914-1918; 1997-2003; 2000-2003; 2001-2006

Numbers with Names
Do not put a comma after a name and before a Roman numeral indicating that two (or more) members of a family bear the same name:

Correct: John Doe III
Incorrect: John Doe, III

Online, Onsite
Do not hyphenate these words.
Incorrect: On-line; on-site

Serial commas are used in all publications except for press releases.

Correct: The student gathered his books, computer, and iPod before running off to class.
Incorrect: The student gathered his books, computer and iPod before running off to class.

Use an N- (preferred) or M-dash, with a space before and after, to denote a break in thought. Whichever dash is chosen, it should be used consistently.

Correct: (N-dash) The professor noted – to his students’ dismay – that the test was not canceled.
Correct: (M-dash) The professor noted — to his students’ dismay — that the test was not canceled.
Incorrect: The professor noted--to his students’ dismay--that the test was not canceled.
Incorrect: The professor noted–to his students’ dismay–that the test was not canceled.
Incorrect: The professor noted—to his students’ dismay—that the test was not canceled.

Never use % in text, only in lists of statistics or numbers.

Correct: The student earned a 95 percent on the test.
Incorrect: The student earned a 95% on the test.

Photo Captions or Cutlines

Lawrence Tech photos printed in external publications, such as magazines and journals, must have a caption or cutline that acknowledges the University's ownership of the image. Preferred captions are:

Lawrence Technological University photo by PHOTOGRAPHER.
Lawrence Technological University photo.

When referring to a specific semester and year, capitalize the semester:

Correct: Spring 2007
Correct: The Spring 2007 semester begins . . .
Correct: ...the spring semester begins...

Incorrect: spring 2007
Incorrect: …the Spring semester begins …

Spaces Between Sentences
Do not insert two spaces between sentences. Use one only.

Room Numbers (on campus)
Do not put a space between the letter (indicating the building) and the number in room numbers.

A200, T156, S100
Incorrect: A 200, T 156, S 100
                A-200, T-165, S-100

SAE Collegiate Design Series
  SAE Aero Design®
  Formula SAE®
  Formula Hybrid™
  Baja SAE®
  Supermileage SAE®

SAE International
Correct: SAE
Incorrect: Society of Automotive Engineers

When referring to a specific semester and year, capitalize the semester:

Correct: Spring 2007
              The Spring 2007 semester
              begins . . .
              …the spring semester begins…
Incorrect: spring 2007
                …the Spring semester begins…

Telephone Numbers
Use periods between the numbers and not hyphens or parentheses.

Correct: 248.204.4000
Incorrect: (248) 204-4000
                (248) 204.4000 

Use p, f, and c after the number to indicate telephone, fax, and cell.

Correct: 248.204.4000 p
             248.204.4000 f
             248.204.4000 c
Incorrect: f 248.204.4000
               fax 248.204.4000
               F 248.204.4000

Correct: 11–11:30 a.m.
               Noon–4 p.m.
               7 a.m.–8 p.m.
Incorrect: 11:00-11:30 am
                12- 4 PM
                7:00 A.M. – 8:00 P.M.

Website Addresses
Drop http:// at the beginning of website addresses except in communications pieces intended for international audiences. In the United States, http:// has become unnecessary, as has the back slash at the end of web addresses.


Web/Technical Terminology
email, NOT e-mail
global positioning system, or GPS
homepage, NOT home page
online, NOT on-line
the World Wide Web
the Web
web manager
webpage, NOT web page
website, NOT web site