Writing/Editorial Style
All written content should adhere to the Chicago Manual of Style, Penn State’s Editorial Standards, or AP style guidelines before submitting for review. The University follows separate standards for marketing and news materials:
- Online and print marketing materials follow The Chicago Manual of Style, which is available at no charge through Penn State University Libraries.
- Penn State’s Editorial Standards detail styles that are specific to the University.
- News releases and stories intended for Penn State News follow Associated Press (AP) style, with a few exceptions that can be found in the University Public Relations Style Guide.
University Statements
- Required nondiscrimination statements are to be included on all publications, except formal invitations and most printed advertisements.
- The accommodation statement must be included in any publication that describes a specific program or event.
- Visit the Office of Equal Opportunity and Access for more information.
Graphic Design
Please make sure that your design follows brand guidance as outlined on Penn State’s Design Essentials and observes the Visual Identity Standards. Best practices outlined include:
- Guidance on proper use of the University mark and shield
- Information on signature blue and accent palette brand colors
- Brand photography and resources available for download
- Fonts specified for print, web, digital and PowerPoint use – brand fonts are readily available through Adobe Fonts and can be activated through your Adobe Creative Cloud account.
Please make sure that your design also follows required accessibility standards in alignment with University guidance.
Social Media
- Please make sure that your social media platforms comply with the University’s editorial and graphic standards.
- Read news release: “Community guidelines for official Penn State social media accounts” and Policy AD61 University Marketing and Communications for guidance.
- View the Office of the Vice Provost for Faculty Affairs’ Social Media Support and Resources for Penn State Faculty report.
Websites
- Web sites at Penn State are expected to adhere to the highest levels of quality, properly reflecting Penn State’s image and stature, and to abide by the minimal guidelines contained in Policy AD54.
- All official University web pages will adhere to the accessibility standards spelled out in Policy AD69, Accessibility of Electronic and Information Technology.
News Releases
- All Penn State news releases are managed by the staff in Penn State’s Internal and Research Communications divisions. Please collaborate with them on your postings and make sure to follow AP style and write your stories using the “Telling Our Story” framework.
- Read the news story “Penn State News: Story, photo and video guidelines” for more guidance.
Promotional Items
- Only manufacturers that are licensed by the University are authorized to produce Penn State merchandise like t-shirts, stickers, and other swag. All designs for merchandise must be approved prior to manufacture. The manufacturer who holds the license to produce Penn State merchandise will submit the design to the Office of Licensing Programs for review. For more information about producing Penn State merchandise, contact the Office of Licensing Programs.
Videos
- Please follow the guidelines outlined in the policy AD25 Video Productions.
- To be in compliance with ADA laws, please provide closed captioning for all video content. For additional information, please visit the list of vendors that you can use to caption your videos.
Photo/Video/Audio Consent Form
- Model releases must be obtained in order to legally use a person’s image and likeness in marketing materials. When in doubt, always secure a model release; this is a good practice to help us safeguard our use of individuals in our marketing materials.
- Exception: When photographing or filming public events (e.g., commencement, THON, public banquets, etc.) or in public areas, individual model releases may not be needed. One line of differentiation is when a shot generally composes a crowd or group versus a shot that generally focuses on one individual. When a person is the clear focus of a shot, even when in a public setting, a model release should be obtained from the individual.
For photographing or filming public events, signs should be posted at all main entryways to the venue or area stating: “By entering this venue, you are consenting to be photographed or filmed for use in Penn State marketing materials.”
- Exception: When photographing or filming public events (e.g., commencement, THON, public banquets, etc.) or in public areas, individual model releases may not be needed. One line of differentiation is when a shot generally composes a crowd or group versus a shot that generally focuses on one individual. When a person is the clear focus of a shot, even when in a public setting, a model release should be obtained from the individual.
- For children and youths under the age of 18, a model release must be obtained and should be filled out by the individual’s parent or guardian regardless of setting or event (including admissions events).
Filming on Campuses/Other University Properties
- Organizations from outside the University that are not news based and wish to film/photograph at any Penn State campus or property, must obtain advance approval. Please direct inquiries to Stephanie Petulla in the Office of Strategic Communications Film Office at 814-867-1344 or [email protected].
- Departments that wish to work with a third-party contractor for film, photography or other multimedia needs that are not news based, should work with Strategic Communications to obtain an agreement. The process can be started by filling out the intake form. Please note, if drone flights are being requested, all information and flight plans will need to go through the Drone Office in addition to obtaining a film agreement. If your campus or University-owned location is in a no-fly zone, you may also need to coordinate any drone filming with your local airport.