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9. Language and Word Choice

Language and Word Choice

Use consistent language. If unsure of a grammar rule, defer to the Chicago Manual of Style. 

Writing and Grammar Style Guide

Brand Guidelines

• “Simon’s Rock” is the preferred shorthand for the institution, as opposed to “Bard,” “Bard College,” or “BC@SR.” Abbreviations should be avoided on the website to provide clarity to outside audiences and to aid in search engine optimization.
• “Bard Academy at Simon’s Rock” is the primary name of the academy, which can be shortened to Bard Academy after first mention.
• Use “Rockers” to describe the sense of on-campus community spirit and the alumni network.
• “Llamas” should be used only in athletic contexts.
• "Early College High School" even when referring to a Bard Network institution should be "High School Early
  College."

Text Guidelines

We need consistent CTA word choice in order to create a smooth user experience.

Contact 

Contact information should be formatted as a list, see below.

Time

8 p.m. 
10 a.m.  
11:30 p.m. 

Numbers

Numbers zero through nine get written out, and those with two or more digits are represented numerically. Dates, phone numbers, times, and the beginning of a sentence are an exception.

• Use one
• Use 10

Percent

Use "percent" in body copy. e.g. 80 percent, unless it is a scientific document. Use % for headers

Materials

• Viewbook is the college brochure (not fact book)
• Academy Fact Sheet
• College Fact Sheet

Application CTA

• Use "Apply Now" for links to the application form 
• Use "Apply" for links to How To Apply

Donate CTA

• Use Give Now for links to the donation form
• Use Make a Gift for links to Ways to Give

Comma

We use the oxford or serial comma. Use a comma between serial items.

• Do follow rules 1, 2, and 3.

Job Titles Capitalization

Capitalize the job title if it modifies a person's name. Otherwise, use lowercase. 

• Ian Bickford, provost of Bard College at Simon’s Rock
• Provost Ian Bickford
• Professor Mike Bergman
• Mike Bergman, physics professor
• Jane Smith, director of Campus Life

Departments and Courses Capitalized

Words and Punctuation

• Use MySimonsRock instead of Portal when referring to the log-in content. (my.simons-rock.edu)
• Use an em-dash—and not an en-dash—to separate a thought. 
  Create an em dash by using the symbol picker in the WYSIWYG (second row, left of the middle)

American Spelling

The Chicago Manual of Style recommends using American spellings.

• Use playwriting not playwrighting
• Use decolonization not decolonisation
• Use labored not laboured
• Use feng shui not fengshui
• Use Theater not theatre, but proper nouns should be referred to with their titles such National Theatre of London.

Exception

In general use catalogue, not catalog. But proper nouns should be referred to with their titles such as Library Catalog.

Omit Hyphen

Exceptions

• Check Writing and Grammar Guide
• Check for usage in the current Course Catalog
• Check Merriam Webster

Inclusion

• Use LGBTQ+
• Avoid "Pioneer"

 

• Voice and Tone
• Text Patterns