Publication Guidelines

Bloomsburg University of Pennsylvania’s faculty and staff produce flyers, pamphlets, brochures, booklets, guides, newsletters, advertisements, posters, announcements and other materials to inform audiences about Bloomsburg, its courses and programs. Newly designed and updated World Wide Web pages serve the same function on a global scale. The Office of Marketing and Communications is available to help with these tasks. Members of the communications team can provide writing and editing assistance, offer advice on layout and design, prepare specifications for competitive bids, coordinate production, manage entire projects or simply review projects before they are printed. We can quickly and competently transform text files into publications and Web sites to meet department and office needs.

The Bloomsburg University’s marketing and communication office is responsible for the university’s image. Information contained here is based on standards used by the marketing and communications staff at Bloomsburg University and colleagues at other institutions. These guidelines stress a high standard of quality, a positive and graphically consistent image, truth in advertising, postal regulation compliance and university requirements regarding identifying graphics, affirmative action statements and design.

How we sound

The BU voice is how we want to sound. Use language carefully and craft your writing to express our brand personality, taking into consideration content and tone.

Our BRAND PERSONALITY is: Inquisitive, Confident, Affordable, Approachable, Student-focused, Proud, Traditional, Hard-Working.

CONTENT is the message — the points you want to make within a communication to inform and inspire your reader to take action. Content can be anything from informing students of test requirements to information about housing. When appropriate, include one or more of BU’s strengths and benefits as part of your content.

TONE is the variation of voice you might use depending on the audience and medium. For example, an email explaining the steps to apply for financial aid will sound different than a Facebook post announcing a Husky pep rally.

Please submit all print and digital communications to the Office of Marketing and Communications at least three days before the communication is due.

What are university publications?

University publications include, but are not limited to, electronic and printed books, booklets, journals, magazines, brochures, newsletters, programs, pamphlets, leaflets, official university Web pages, advertising and similar materials.

The guidelines apply to communications directed to all audiences. This includes admissions materials, catalogs, commencement programs, newsletters, general circulation periodicals, advertisements, posters and stationery, including news release letterhead. These guidelines also apply to display booths, videotapes, audiovisual materials and other electronic mediums.

Excluded from this guide are internal office materials, publications from The Bloomsburg University Foundation Inc., faculty works, textbooks and materials for classroom use, like handouts or notes.

All publications should include the university’s complete name, Bloomsburg University of Pennsylvania, on the front cover.

Non-Discrimination Statement

The Non-Discrimination Statement must appear on all university publications except stationery, advertising, event invitations, posters or other materials at the discretion of the publications director.

The Non-Discrimination Statement is:

Bloomsburg University does not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, age, national origin, ancestry, disability, or veteran status in its programs and activities as required by Title IX of the Educational Amendments of 1972, the Americans with Disabilities Act of 1990, Section 504 of the Rehabilitation Act of 1973, Title VII of the Civil Rights Act of 1964, and other applicable statutes and University policies.

For information regarding civil rights or grievance procedures and for inquiries concerning the application of Title IX and its implementing regulation, contact: Title IX Coordinator, Bloomsburg University of Pennsylvania, Elwell Hall, 400 East Second Street, Bloomsburg, PA 17815; Phone: 570-389-4808; Email:

Additionally, inquiries concerning Title IX and its implementing regulation can be made to the U.S. Department of Education, Office of Civil Rights, Region III, The Wanamaker Building, 100 Penn Square East - Suite 505, Philadelphia, PA 19107; Phone: 215-656-6010;
Fax: 215-656-6020.

What we can do for you?

The marketing and communications office staff can:

  • Turn your plain electronic text file into a print publication and/or Web page consistent with the university’s image. We do not typeset or key in copy.
  • Review graphics, photos, design concepts and copy, then give you a “heads up” for possible problems and suggest how you can avoid difficulties. We do not repair problems in desktop publishing files.
  • Arrange for photographic support. Sometimes general campus images suitable for use in other projects can be shot at no cost to you. Sometimes you’ll have to pay for a photographer’s services.
  • Help with university graphics and stock images. We do not design logos or identity for departments or programs; we market the university as a whole.
  • Provide counsel on broad marketing strategies and tactics. We focus on how you fit into the larger picture and how your efforts can enhance that picture. Through bundling, you can sometimes reap cost and image benefits.
  • Publicize your department or program.

Help us help you

The marketing and communications office offers these suggestions for working together to produce effective and attractive publications and Web pages. Preparation tips include:

  • Type your copy in ordinary upper and lower case, avoiding MATTER SET IN ALL CAPS.
  • Use a single tab rather than multiple tabs, multiple spaces or a combination of tabs and spaces to separate column in tabular matter.
  • Use a single hard return at the end of each paragraph.
  • Don’t include artwork or graphics in the document.

Review Your Material

Before you send copy, pretend you are in the audience. Is the material clear, concise and easy to follow for someone unfamiliar with the university or your program? Is the language appropriate for your intended readers’ age and educational level?

Write in an active voice. Use grammar checking to find sentences that would be better expressed in active voice.

Proofread for spelling, grammar and factual accuracy. (A tip: It’s a good idea to have someone else read your work, especially if the reader hasn’t seen it before.) Don’t be embarrassed. The person most likely to miss an error in your copy is you.

Make sure copy is complete and fully approved before layout. The main reason publications are not completed on schedule can be traced to additions, deletions or other alterations being made to copy after the document is prepared for printing. At this point, you’re essentially starting over because changes can affect the entire layout of the project.

Plan Ahead

There are three factors to consider in printing: quick turnaround, low cost and high quality. Choose two of the three.

Longer lead time allows for more thoughtful design and improved quotes from external vendors. Quality can suffer when printing must be completed on very short notice. Longer lead time allows for more creative options.

Establish a budget for the project. A budget helps the marketing and communications staff determine the most effective options and come up with a general cost estimate; vendor prices are specific for each project. (A tip: Print vendors get annoyed when customers ask for one quote, then another and, possibly, a third with slight variations to try to fit a budget. To maintain good relationships with vendors, the marketing and communications staff avoids this practice.) Assign responsibilities and authority. Who’s in the approval loop? Is everyone on board?

The University Name

The university’s proper name is Bloomsburg University of Pennsylvania. The proper name should be used in any printed or written first reference to the university with subsequent references as Bloomsburg University, Bloomsburg or BU. Though part of the website address, the expression “BloomU” is outdated in text and speech and not an acceptable reference to the university.

Bloomsburg University of Pennsylvania should appear clearly on the cover or first page of all university publications or the front panel of a folded brochure. The name should be presented in an easily read style. Letters or individual words should not be broken or staggered. When submitting the university name for a listing prepared by an outside source, such as a college guide or other directory, use the proper name, Bloomsburg University of Pennsylvania.

The university is a member of the Pennsylvania State System of Higher Education. Subsequent references may be the State System of Higher Education, State System.

Graphic Elements

The university mascot, logo, symbols and seal are graphic elements that visually represent Bloomsburg University. As of fall 2006, Bloomsburg University’s name, image and logos are protected under a licensing agreement with Strategic Marketing Affiliates Inc. (SMA) and may not be used without written permission and the payment of fees.

There are several exemptions to these fees. On-campus printed materials used to market BU, such as fliers and brochures, are exempt, as are any university items purchased for internal consumption (an example would be a T-shirt worn by all volunteers at university events). The University Store and the marketing and communications office are also exempt.

The director of media relations may also grant permission to exempt specific items that are being used for internal fundraising efforts. Organizations planning such fundraisers should contact the Office of Marketing and Communications to see if they fit the exemption requirements. Those with questions should contact the associate vice president of marketing and communications, or, in their absence, Tom McGuire, director of media relations. All funds from the licensing fees go toward student scholarships.

Faculty, staff and students should not provide the university’s graphic elements to any advertising representative, vendor or publisher for reproduction on any surface or in any publication, printed or electronic.

Official Appearance

Bloomsburg University’s marketing and communications staff prepares publications following generally accepted rules of desktop publishing. Text, also known as “copy,” follows the style and usage guidelines listed in the Office of Marketing and Communications Stylebook and additional guidelines from the Pennsylvania State System of Higher Education and the Associated Press Stylebook.

The University Seal

The Bloomsburg University seal is the official identification of Bloomsburg University and is used only for diplomas, commencement programs, formal invitations, official documents or other materials as directed by the president’s office. The seal is not appropriate for any other use. Do not use the seal on brochures, T-shirts, certificates, newsletters or other less formal publications. Questions about the proper use of the university seal may be directed to the marketing and communications office.

Appropriate Use of University Identifiers

This page contains university logos and graphic identifiers. These federally trademarked identifiers cannot be used without permission from the Office of Marketing and Communications. They are designed to promote a graphically consistent image. Graphics may not be altered, amended or coupled with other graphics and must appear in a size appropriate to the communication. Electronic versions of the logos are available through the marketing and communications office.

The University Logo

The Bloomsburg University logo is a graphic identifier that may be used on any university publication. On publications, the university logo works well as signature on the back panel or page in the lower left hand corner. On documents designed as letters, it works well on the upper left hand corner. No other text or objects maybe placed within the clear area of the university logo. The clear area is about 25 percent of the graphic’s height (top and bottom) and 10 percent of the graphic’s width, left and right. The only text that may be coupled with the logo is the subordinate phrase for the State System.

The University Mascot

The image of Bloomsburg University’s mascot, the husky, was updated in 2002. The logo package includes wording, lettering in different fonts and variations on the logo. The sports symbols and husky’s image are generally reserved for items related to sports and school spirit.

Individual Logos

A limited number of individual entities may use approved, recognizable logos. These entities include: University Store, The Bloomsburg University Foundation Inc., the Corporate Institute, the Institute for Environmental Statistics, the Frederick Douglass Institute, Husky Research Corporation, the Institute for Interactive Technologies and the Community Government Association (CGA).

Other Graphic Elements

No other graphic objects, unless specifically designated, are acceptable substitutes for the seal, logo, symbol or mascot as a sole means of identifying the university. However, publications produced by the office of marketing and communications often utilize one of a few standardized treatments of the university name on the cover.

  • Magazine-sized publications typically show the university name in Caslon 224 book.
  • An alternative way of displaying the university’s name is in a very formal, all cap setting.
  • Smaller, folding publications as well as fliers and posters, will often show the university’s name in a sans serif type in a maroon block.

Property Ownership

The design and content of all printed and electronic university publications, including the university Web site, are the property of Bloomsburg University, except previously copyrighted and/or trademarked materials used with permission. New publications may be copyrighted by BU.

University Colors

Bloomsburg University’s official colors are maroon and gold. Full details of colors and fonts are available in the BU Brand Guidelines (S drive - BU Documents - BU Brand folder).

Additional color consideration

The possibilities of color in design are nearly endless and hard and fast rules are difficult to make.

However a few suggestions:

1. Intermingling the maroon with the gold can be a visually overpowering combination.

2. Because both maroon and gold are warm colors, balancing those colors with cooler hues can create a sophisticated and versatile look.

Publications produced by the Office of Marketing and Communications use several typefaces according to BU Brand Guidelines (S drive - BU Documents - BU Brand folder).

Typography is the “voice” of a publication and it plays an important role in established the tone of the individual piece and shapes how the whole institution is viewed. Gimmicky typography gives the specific piece, and institution, a gimmicky voice.

Please reach out to Marketing and Communications for assistance following brand guidelines.

Stationery and Envelopes

A consistent image for all departments and offices is promoted through common letterhead and envelopes. Letterhead and envelopes with the logo may not carry an individual’s name, but may have a department or office designation. Written requests for specific department and office letterhead stationery should be directed to the marketing and communications office. For mass mailings, envelopes may be ordered in quantities of 500 or greater (keeping in multiples of 500) with individualized cost code numbers printed on the front. Requests for pre-printed envelopes with the university logo may be directed to the university storeroom.

A limited number of units are permitted to use specialized stationery featuring individual, rather than university, logos. Units which have approved independent logos primarily correspond with external audiences as individual entities and may be involved in entrepreneurial activities. Entities such as the University Store, The Bloomsburg University Foundation Inc., the Corporate Institute, and the Institute for Interactive Technologies may not combine their logos with the Bloomsburg University logo. Their letterhead must designate their affiliation with Bloomsburg University of Pennsylvania and the Pennsylvania State System of Higher Education across the bottom margin.

Business Cards

Faculty and staff members may obtain business cards carrying the university logo with authorization from their supervisor or department chairperson. Duplicating Services approves card design and content. To order cards, Log on to the Web CRD system and place your order. All cards are run in lots of 500. Each card may contain up to 15 lines of information, each approximately 30 characters in length. This includes:
Up to five lines of personal information, such as name and title.
Up to five lines of address information—three customized lines and two with the university’s general mailing address: 400 East Second Street, Bloomsburg PA 17815-1301.
Up to five lines of communication information, such as e-mail address, Web URL, office telephone number, and fax and cell phone numbers.