BRAND STYLE GUIDE
Welcome
The Office of External Relations is happy to present the Brand Style Guide for North Park
University. We intend this guide to streamline and coordinate the efforts of each department
and office as we communicate within the University and with the outside world.
The visual identity of North Park University is built on consistent use of elements presented
in this style guide, such as the logo, color palette, fonts, and verbiage.
The policies and procedures herein have been developed to help North Park consistently
communicate its brand, specifically in print and electronic communications. The elements
listed on the following pages include the University logos and wordmarks (including
those for the schools and Seminary), suggested typography, a color palette, and verbiage
preferences. It also includes a guide to the Office of External Relations.
The style parameters outlined in these pages are designed to be flexible enough to meet the
needs of the many, and sometimes complex, audiences of North Park University, while at the
same time strong and consistent enough to create a brand presence for the University in our
various markets. We encourage the campus community to embrace these guidelines so that,
together, we may increase public awareness and recognition of North Park University in its
unique identity among institutions of higher education.
Table of Contents
THE ELEMENTS OF OUR GRAPHIC IDENTITY
The University Logo ............................................................... 3
Other University Marks ......................................................... 7
Colors and Typography ........................................................ 9
THE OFFICE OF EXTERNAL RELATIONS
Merchandise Creation . .......................................................11
Resources ................................................................................ 13
Photography and Video Standards ...............................15
VERBIAGE AND WRITING STYLE GUIDE
Verbiage .................................................................................... 16
Writing Style Guide............................................................... 17
Nondiscriminatory Language.......................................... 19
Web Standards ...................................................................... 21
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
2
The University Logo
1.) The University logo
The logo consists of the words “North Park University Chicago”, as shown on this page.
This logo represents the University as a whole and all its various parts, including the
undergraduate and graduate schools, Seminary, departments, program units, and student
groups for both internal and external audiences.
THE TAGLINE AND ADDRESS BLOCK
The tagline—Lives of Significance and Service—is a primary message of the University. It is
used wherever appropriate as determined by the Office of External Relations, unaltered, and
in proportion with the logo, as shown on this page.
When used in ads and publications, the address block reads as follows: 3225 West Foster
Avenue, Chicago, Illinois 60625-4895, www.northpark.edu. The address block is used as
shown on this page, without additions or abbreviations (except when it is used as a return
address, as noted below*).
2.) The University logo with tagline and address block
The signature is composed of three parts: the logo, tagline, and address block. When shown
together, these elements should retain their relative position and size, as shown on this page.
GUIDELINES FOR USE
Minimum size: 1 inch across
• The Office of External Relations requires the Logo Usage Request Form to be
submitted in order to approve all use of University logos. This form can be found at
www.northpark.edu/externalrelations.
• Display the logo prominently in University communications.
• Use of the logo by third-party vendors and various departments and offices requires
written permission of the University.
• To reproduce the logo, use authorized digital files or camera-ready art, and avoid
redrawing, reproportioning, or altering it.
• The logo should be displayed in a readable and prominent size, with adequate space
around all sides. The logo should not be shown smaller than one inch across.
• Display the logo in a single color, preferably North Park Blue (PMS 281) or black.
North Park
University
chicago
For best quality, avoid stretching or approximating the logo. Rather, reproduce it from quality digital files or
camera-ready art, available from the Office of External Relations.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
• Display the address block consistently. Avoid adding more contact information, such
as phone numbers, specific websites, other addresses, and school and department titles.
*NOTE: An exception is granted for occasions where the logo is used as a return address. In
this case, add a comma after the word “Avenue”, followed by a box number, and omit the web
address, in accordance with post office guidelines.
Contact the Office of External Relations with any further questions regarding use of the logo
and signature.
3
Alternate University Logo
Alternate University logos shown on this page are optional, and we recommend using them
when the primary University logo cannot be used due to either lack of space or legibility
issues. These alternate options are shown on this page.
1.) The University logo, Spine Version
THE UNIVERSITY LOGO, SPINE VERSION
The primary use of this mark is for horizontal applications where the primary University logo
would not be appropriate.
THE UNIVERSITY LOGO IN A TITLE
When space is lacking, or when using the name of the University in a title, use the spine version.
2.) The University logo in a Title
GUIDELINES FOR ALTERNATE LOGOS
• When the primary logo cannot be used, display the alternate logo.
• Use of the alternate logo by third-party vendors and various departments and offices
requires written permission of the University.
• To reproduce the logo, use authorized digital files or camera-ready art, and do not redraw,
reproportion, or alter it.
presents
• The Office of External Relations will provide artwork as needed.
• Display the logo in a readable and prominent size, at least two inches across, with
adequate space around all sides.
• Display the logo in a single color, preferably black or North Park Blue (PMS 281).
Contact the Office of External Relations with any further questions regarding use of alternate
University logos.
presents
Avoid using the primary University logo as a title, or as part of a title.
When “North Park University” is part of a title, the Spine Version may be used.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
4
The University Seal
THE UNIVERSITY SEAL
The University seal is reserved for use on official occasions and, with few exceptions, only
on publications generated by the Office of the President, such as diplomas, commencement
pieces, and other official documents. Preferred colors for the seal are North Park University
Blue (PMS 281) and black. The seal should never be separated into multiple colors. For all
uses of the seal, please request the advanced written permission of the Office of External
Relations and the Office of the President.
As with all North Park logos and marks, reproduce the seal from authorized, camera-ready
art, and avoid redrawing, reproportioning, or altering it. The Office of External Relations will
provide seal artwork as needed.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
5
North Park Theological Seminary
THE SEMINARY LOGO
The Seminary logo consists of the designed words “North Park Theological Seminary.”
As with all North Park logos and marks, reproduce the logo from authorized, camera-ready
art, and do not redraw, reproportion, or alter it. All requests for the Seminary logo must be
made by filling out the Logo Usage Request Form at www.northpark.edu/external relations.
Avoid using the North Park University logo and the North Park Theological Seminary
logo together within a project. Use the Seminary logo on publications that represent the
Seminary alone.
The Seminary utilizes the following tagline: An education for your head, your heart, and
your hands.
Regardless of approval for use of an additional identifier, stationery is only produced
for North Park University and North Park Theological Seminary, as shown on page 12.
Exceptions to this include only departments involved in prospective student recruitment,
including the Department of Athletics and the Department of Admissions.
THE SEMINARY LOGO, SPINE VERSION
The primary use of this mark is for horizontal applications where the primary Seminary logo
would not be appropriate. When space is lacking, or when using the name of the Seminary
in a title (see page 4, example 2), use the spine version.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
6
Other University Marks
Exceptions to the guidelines mentioned on page four may be granted for entities whose
audiences are primarily internal in makeup. These exceptions will be granted by the Office
of External Relations with the approval of the Office of the President. We strongly urge using
these visual identifiers on a publication in conjunction with the North Park University logo,
and designing in a way that is graphically compatible with this logo as determined by the
Office of External Relations.
THE VIKING SHIP
The North Park Viking ship is the official visual identifier of the North Park University
Department of Athletics. It consists of both the Viking ship graphic and the words “Vikings
North Park University” located underneath. The Viking ship sails forward with energy and
determination, proudly displaying the Christian mission and Swedish heritage that drive us
as athletes, as teams, and as a University.
While this logo is used primarily to identify the Department of Athletics, it is available to the
entire University for use on publications and promotional items that are informal in nature.
The Vikings logo and Viking ship graphic may be used together and separately, as shown.
The logo may be shown in black, and/or one or two of the following: North Park University
Blues PMS 299 or PMS 301, and North Park University Yellow PMS 116.
ALUMNI ASSOCIATION
The Alumni Association mark on this page is for use only by the Office of Development.
THE AXELSON CENTER FOR NONPROFIT MANAGEMENT
As with all North Park logos and marks, reproduce these marks from authorized, camera-ready
art and avoid redrawing, reproportioning, or altering them. The Office of External Relations
will provide artwork as needed, and as determined to be in the best interest of the University.
UNIVERSITY MINISTRIES
As with all North Park logos and marks, reproduce these marks from authorized, cameraready art and avoid redrawing, reproportioning, or altering them. The Office of External
Relations will provide artwork as needed, and as determined to be in the best interest of the
University.
CUPOLA SEAL
The original cupola seal is a mark used primarily on publications produced for the Office
of Development. It may have limited use on merchandise and other publications with preapproval by the Office of External Relations. Other seals using the cupola (Heritage Circle,
Golden Circle, and President’s Club) are for use by Development only.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
7
WORDMARK GUIDELINES
school of Business &
Nonprofit management
The North Park University logo (page three) is the main visual identifier of the institution
and all its parts. Some schools and programs within the University may distinguish
themselves by combining their names with the North Park logo spine version as a wordmark,
as shown specifically in the examples on this page.
As with all North Park logos and marks, reproduce these marks from authorized, cameraready art and avoid redrawing, reproportioning, or altering them.
The Office of External Relations will provide artwork as needed, and as determined to be in
the best interest of the University.
school of nursing
school of music
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
8
Colors and Typography
COLORS
The official University colors are Blue (PMS 281) and Yellow (PMS 116), as shown on
this page. We encourage using the University colors prominently in all printed pieces and
on the website. A limited palette of secondary colors, also shown on this page, is used where
appropriate to complement and enhance the main colors.
TYPOGRAPHY
Akzidenz Grotesk is the primary sans serif font used for University communications, as
shown in the title and subtitle below. Adobe Garamond is the primary serif font, as shown
in the body of the paragraph below.
Akzidenz Grotesk
North Park University Blue (PMS 281; CMYK 100, 68, 00, 54; RGB 0, 45, 98; HEX #002D62)
Title
SUBHEAD IN AKZIDENZ GROTESK
Adobe Garamond
North Park University Yellow (PMS 116; CMYK 02, 15, 93, 00; RGB 251, 211, 41; HEX #FBD329)
Schneidler Initials CS is a display font used where a more decorative, formal look is desired
for a headline or title, as shown below.
Schneidler Initials
Complementary Palette
Body copy set in Adobe Garamond. Ming ex ero consequat velisis nit,
veliquipis nullaoreet, sequat alisit, quamcom modolenim nisi et volobor
eetuera essequam at. Henibh enim quis amet, vullan ullut delenit
adionsequ, commy niscipit niam, quipisl dio ea alisi. Igna feugait delessi.
Wisl illandiam eui blametue dunt velisl ea feummy nulla augait lutem
quismodigna consed eros nulla augue dolobore magnis adipis aut augiat.
Display headline
When these fonts are not available, Helvetica is the preferred alternative.
Medium Blue (PMS 301)
CMYK 94, 54, 14, 4
RGB 0, 105, 159
HEX #00699F
Light Blue (PMS 299)
CMYK 85, 18, 02, 00
RGB 0, 158, 216
HEX #009FD8
Gray (PMS 429)
CMYK 03, 00, 00, 32
RGB 176, 183, 187
HEX #B0B7BB
Birch (PMS 7500)
CMYK 00, 02, 15, 03
RGB 247, 237, 212
HEX #F7EDD4
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
9
Marks for Merchandise
GUIDELINES FOR MERCHANDISE
Whenever possible in choosing colors for merchandise related to the University, preference
should be given to University Blue and Yellow (see page 10). North Park University marks
should be rendered in official University colors or black.
In order to meet the technical demands of the various reproductive media used in
merchandising applications, a variety of North Park University artwork is available for use
by merchandisers:
1.The North Park University logo
2.The Viking ship
3.The two collegiate marks as shown on bottom left of this page, for use on apparel only
4.Marks for schools as shown on page 8
5.The Alumni Association mark for merchandise
Other Guidelines for merchandise:
1.Use “North Park University,” instead of “North Park.”
2.Refrain from using the initials “NPU” on any merchandise—instead, use the full name
of the University.
CHICAGO
CHICAGO
3.Include “Chicago” whenever possible.
4.Other marks and graphics featuring North Park University must be reviewed and
approved by the Office of External Relations.
5.The Alumni Association mark may be used only by the Office of Development, and is
intended for use on merchandise only.
Most merchandising applications—those that use printing, silk screening, hot metal
stamping, foil stamping, etching, or engraving—should use the official North Park University
logo, as long as high-quality reproduction of the logo can be assured.
In applications in which the integrity of the logo would be degraded due to limitations of
size, process, or quality standards, it is recommended that alternate marks be used. Most
embroidery applications, for example, cannot hold the fine details in the lettering and art of
the standard university logo. Any alterations of marks for merchandise must be done through
the Office of External Relations.
North Park University merchandise should not conflict with the principles of the University.
For example: shot glasses; pants with writing across the rear.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
10
Merchandise Creation
MERCHANDISE CREATION THROUGH EXTERNAL RELATIONS
Promotional items supply a lasting message about North Park University. Giveaways are
a great way to raise awareness of your school, event, or academic program, or even to
thank participants.
The items on this page are a sampling of those available through External Relations. Let us
help you find the best price for your promotional item. Other items and upgrades are also
available through External Relations, including tote bags, stickers, magnets, and tumblers.
Turnaround time for merchandise design and creation is six to eight weeks, so please submit
your request well in advance of your event.
CHICAGO
CHICAGO
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
11
Guide to Creating a T-shirt
1. FOCUS YOUR IDEAS
Answering these questions can help you solidify what you’re trying to accomplish:
1.
2.
3.
4.
5.
6.
What is the main purpose for producing this shirt?
What is the main message?
Who will be wearing this T-shirt?
Who is the intended audience?
How will it be distributed? When?
How many would you like produced?
Your T-shirt should always:
• Maintain the values and culture of the University
• Stay away from political messages
• Maintain the consistent message and look of the North Park University brand
• Be approved by External Relations before it can be endorsed by the University
2. PARTNER WITH EXTERNAL RELATIONS
Share your conclusions from step one with the project manager in External Relations.
We can help you come up with a successful design for your purpose.
3. APPLY THE NORTH PARK STYLE
When creating any type of promotional item, it is important to maintain the styles listed in
this guide. But how do you apply those guidelines to a physical object?
Here are some basic ways to maintain brand consistency:
• Use marks intended for merchandise (found on pages 3, 4, 6, 8, and 10)
• Have a clear and concise message that reflects the ideals of the University
• Use NPU colors and fonts (see page 9)
• Refer to page 10 for more general merchandise guidelines
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
12
Resources of the Office of External Relations
The Office of External Relations at North Park University actively seeks to fulfill
enrollment, development, constituent relations, and other institutional goals through
marketing and promotional efforts on behalf of the University. We accomplish this through
a comprehensive marketing program that includes the coordination of institutional design,
advertising, and event strategies.
We are here as a service to the campus community, to ensure that schools, offices, and
program units produce a high-quality product. The key is to plan ahead—events worth
having and messages worth sending deserve forethought and careful marketing.
2. Review and approve the project
Once provided with a first draft of a project, it is the responsibility of the client to
respond promptly with complete edits. Due to time constraints and resources, our
goal is to provide only three draft reviews before a project is finalized. This goal can be
reached if we receive all final copy at the beginning of a project, and if careful edits are
made during the draft review process.
RESOURCES
The client will receive a revised draft for final approval with an approval form. While
the External Relations staff seeks to maintain the utmost standard of quality and
correctness, in signing off on a project the client accepts ultimate responsibility for all
copy and contents. If there are more edits to be made on the project, please contact the
Project Manager as quickly as possible, and she or he will work with you to create a new
project completion timeline.
The Office of External Relations is responsible for producing and coordinating University
advertising, publications, websites, photography, copywriting, press releases and media
coverage, premiums, and limited in-house color printing.
For questions about placing an ad, contact the marketing and advertising manager at
(773) 244-5750. For questions about requesting a printed project, please contact the
publications project manager at (773) 244-5768.
The Office of External Relations is located on the first floor of 5049 North Spaulding Avenue.
Please contact the Office of External Relations if you:
• Are creating or making changes to a publication that represents North Park University
to external constituents.
• Are creating or making changes to any item that bears the name and/or
logo of North Park University or any of its subsections.
• Are planning any event in which North Park University or its subsections will host
external constituents.
• Are creating or making changes to any portion of North Park University’s website.
• Will be promoting or advertising North Park University or any University-related
events in the media.
• Need to plan photography for a University event.
• Require the use of photos owned by the University.
GUIDE TO PRODUCING A PROJECT
1. Open a job online: www.northpark.edu/externalrelations/requests
with approval of your department head and/or budget manager
Each project request must be made six to seven weeks prior to the desired “in-hand”
date in order to provide ample time for accurate completion. We require complete
and approved copy, photos, or details about the project’s message, audience, goals,
budget, and timeline in order to proceed with your project. We may ask you to fill out
a creative brief to clarify this information. Our project manager will evaluate your
request, add it to the job queue, and contact you as more information is needed.
To see templates of ads and publications, see pages 24–28 of the Style Guide.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
KEY WEBSITES
www.northpark.edu
This is the North Park home page address. This page contains quick links to the
Campus Community Calendar, faculty and staff resources, and all other online aspects
of the University.
www.northpark.edu/externalrelations
Use this link to access general information about the Office of External Relations and its
services. From this page, you can access request forms for events to be added to the electronic
sign located at the Foster/Kedzie parking lot, order personalized business cards, and
download a facilities request form.
www.northpark.edu/externalrelations/requests
Use this link to open jobs with the Office of External Relations. Use specialized request forms
for publications, color printing, and web design.
NOTE REGARDING MEDIA RELATIONS OF A SENSITIVE NATURE
In the rare situation when a media request is made for information of a sensitive nature,
Carl Balsam, executive vice president, serves as the official University spokesperson. No
other office or individual has permission to discuss material of a sensitive nature with the
media or any other external source. Sensitive areas include personnel matters, potential
litigation, infringement of privacy, criminal activity, natural disasters, and emergencies.
It is inappropriate to speak with the media in these areas without first going through the
Office of External Relations.
13
IN-HOUSE PRINTING
In-house printing is no longer available through the office of External Relations. We can
assist you with outsourcing smaller jobs to a local printer.
OUTSOURCED PUBLICATIONS
When departments utilize outside design services for any project, the Office of External
Relations will guide the process, provide final approval prior to printing, and will facilitate
printing. The project should follow all guidelines for color, fonts, design, and branding
provided within the style guide. Questions regarding this policy and its implementation
should be directed to the Director of External Relations at (773) 244-4883.
PowerPoint Title Slide
STATIONERY AND BUSINESS CARDS
Stationery is only produced for North Park University and North Park Theological Seminary,
in the styles shown on this page. Exceptions to this include only departments involved in
prospective student recruitment, including the Department of Athletics and the Department
of Admission.
All orders for letterhead, envelopes, and general memo pads can be placed through North
Park’s Central Stores at extension 4976 or Box 35.
Personalized business cards and name badges can be requested online at
www.northpark.edu/externalrelations.
All orders are billed to on-campus account numbers.
Powerpoint Interior Slide
POWERPOINT TEMPLATES
The University’s standardized PowerPoint backgrounds at right are available for download
through www.northpark.edu/externalrelations. Fonts to be used are Garamond and
Helvetica. PowerPoint templates are also available for the Seminary.
EMAIL SIGNATURE
Below is the standardized email signature to be used by all faculty and staff when
communicating via a North Park University email address. It consists of three dashes for
separation, a return space, name and title, another return space, the University name, the
faculty or staff member’s university phone and fax, university e-mail address, and the North
Park website. Nothing should appear below this signature. This includes, for example,
personal mottoes, quotes, images, borders or backgrounds.
--Jane P. Doe
Marketing and Public Relations Manager
North Park University
(773) 244-5750 phone
(773) 244-5296 fax
jdoe@northpark.edu
www.northpark.edu
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
www.northpark.edu
Jane Anderson
Assistant Director of Operations
JANDERSON@NORTHPARK.EDU
(773) 244-1234
FAX (773) 244-1234
NORTH PARK UNIVERSITY
3225 WEST FOSTER AVENUE
CHICAGO, ILLINOIS 60625-4895
3225 WEST FOSTER AVENUE • CHICAGO, ILLINOIS 60625-4895 • (773) 244-6200 •
WWW.NORTHPARK.EDU
University Stationery and Business Cards
14
Photography and Video
Only high-quality photography and video will be accepted for use in the marketing,
advertisements, and publications produced by or associated with North Park University.
High-quality creative content upholds the integrity of the North Park brand, improves its
perception, and promotes positive recognition among our external audiences. In contrast,
low-quality content compromises both the effectiveness of North Park’s promotional
materials and the overall viability of the brand.
The Office of External Relations can retouch and make adjustments to images as needed;
however, photo retouching may not be used as a substitute for image quality and
professional execution.
3
8
PHOTOGRAPHY STANDARDS
• Only royalty-free, original, and professionally shot photography will be accepted
• Photos must be hi-resolution (300 dpi at full output size for print publication and large
print displays; lower dpi resolutions may be used in web pages only)
• Images used on web pages must be no less than 1000 true pixels in width for landscape
format and no less than 500 true pixels in width for portrait format
• No pixelated or artifact-ridden photos will be accepted
• Submitted photos should be left uncropped
• No dim, washed out, high flash, blurry, or over- or underexposed images will be accepted
• JPG, TIF, and RAW formats are preferred
• Photos that fall short of these specifications cannot be used in either University
publications or on the University website
VIDEO STANDARDS
Video is a new promotion vehicle integral in increasing the visibility, awareness and
perception of the University. Video offers prospective students, parents, alumni and donors
the ability to become familiar with our University in an enticing and unique way. To avoid
detracting from our brand equity, video must maintain these standards:
• Videos may be played or published at standard resolution, but a high definition
(720p minimum) version should be made available to the Office of External Relations
• Audio should be captured with quality microphones and recording techniques so as not
to distract from the message
• The University must have the appropriate rights to use any creative content or
individual’s likeness included or shown within a video
• Final videos should be delivered in Quicktime format
• All videos embedded on University web pages will be hosted on Vimeo
• Scripts, storyboards, and production values should be planned in advance and approved
by the Director of External Relations before production occurs
• Lower thirds should conform to University styles (colors, fonts, etc.) and should be used
with any formal talking head
• A video not produced under the direct supervision of External Relations must be
approved before implemented
• Lower thirds should be listed as below:
Example of High Quality
• High resolution
• Correct exposure
• Has not been cropped
• In focus
Example of Low Quality
• Cropped
• Overexposed
• Low resolution
• Pixelated and artifact-ridden
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
Faculty
Title & Full Name
Department
Full Name
Title
Department
Professor Mark Smith
School of Nursing
Staff
Full Name
Title
Mark Smith
Director of Development
Mark Smith
Adjunct Professor
Communications
Student
First Name
Class
Mark
Class of 2011
15
Verbiage
The following paragraphs provide a summary of North Park University’s identity,
history, and purpose.
UNIVERSITY SUMMARY PARAGRAPH
Located in Chicago, North Park University is a Christian comprehensive university that serves
nearly 3,200 undergraduate and graduate students from around the country and the world.
Within a diverse, close-knit, urban community, North Park offers a values-based education to
students through more than 37 undergraduate majors and an adult degree-completion program, as
well as graduate and continuing education in business, nonprofit management, nursing, education,
music, and theology. By integrating faith with learning—as it has done since its founding in 1891
by the Evangelical Covenant Church—North Park University continues to focus on the important
task of preparing students for lives of significance and service.
UNIVERSITY SUMMARY TEXT
Located in Chicago, North Park University is a Christian comprehensive university that serves
nearly 3,200 undergraduate and graduate students from around the country and the world.
Within a diverse, close-knit, urban community, North Park offers a values-based education to
students through more than 37 undergraduate majors and an adult degree-completion program, as
well as graduate and continuing education in business, nonprofit management, nursing, education,
music, divinity, theology, Christian ministry, and Christian education. By integrating faith with
learning—as it has done since its founding in 1891 by the Evangelical Covenant Church—North
Park University continues to focus on the important task of preparing students for lives of
significance and service.
Inside the classroom, students discuss life’s biggest questions through the North Park Dialogue, an
innovative general education curriculum, and learn how to apply these questions to their course
of study. Caring faculty and small classes provide students with experiences that help them explore
their place in the world, and students also can take advantage of domestic and international study
opportunities. The University’s location in Chicago offers students limitless opportunities for realworld experience, as well as experience living and learning in a diverse community.
As a community of faith, North Park specializes in preparing graduates who bring Christian vision
and values to bear on their work, service, and relationships. We are committed to relating faith
in Jesus Christ to the aims of higher education, but our door is open to students who recognize
that education always implies values. Our Covenant heritage shapes our community, making it
inclusive and open to ideas of all people but strong in our beliefs.
IDENTITY
North Park University is a mid-sized, Christian academic community located in the city of
Chicago and offers a comprehensive course of study at the undergraduate and graduate levels.
MISSION
The mission of North Park University, as an intentionally Christian university of the
Evangelical Covenant Church, is to prepare students for lives of significance and service
through liberal arts, professional, and theological education.
CORE VALUES
The University’s challenging academic programs and supportive learning environment are
molded by three core institutional values. Our learning community is:
Distinctively Christian – We balance commitment and freedom, affirming the historic
Christian faith of the Church worldwide. Even as our educational community reflects the
ethos of the Evangelical Covenant Church, we continue to welcome students from all
faith traditions.
Intentionally Urban – We engage Chicago as our dynamic place for learning and service;
Chicago is our classroom and all Chicagoans are our teachers.
Purposefully Multicultural – We embrace and value all people, celebrate the complex
cultural tapestry of the world in which we live, and engage the reconciling mandate of the
Christian Gospel.
VISION
Our vision, building on our core institutional values, is to fashion a university of uncommon
character and enduring excellence where faith and learning meet.
As an intentionally Christian university, the mission of North Park is to prepare students for lives
of significance and service through liberal arts, professional, and theological education.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
16
Writing Style Guide
ABBREVIATIONS
Academic degrees
Degrees are abbreviated with periods and closed up.
Examples: B.A., B.S., M.A., M.S., Ph.D., M.D.
When spelling out degrees in running text, use proper grammar. A student can receive a
master of arts or a master’s degree, but NOT a master of arts degree. The same rule applies to
bachelor’s and doctoral degrees.
Examples: He received a bachelor of arts in education.
(NOT: He received a bachelor of arts degree in education.)
She earned a master’s degree in English.
She earned an M.A. and a Ph.D. in English.
In running text, use Dr. when an individual holds a Ph.D., rather than including an
abbreviation of the degree after his or her name. (In rare occasions, abbreviate for clarity
when an individual holds multiple doctoral degrees, or the abbreviation is necessary to avoid
ambiguity. If this is the case, avoid redundancy by omitting “Dr.”)
Acronyms
Generally, it’s fine to use acronyms if you feel they’re commonly recognized or if it helps
avoid repetition. Acronyms should be all caps, no periods, and closed up.
Examples: GPA, ID cards
In running text, always spell out the full name, title, or phrase in the first reference and then
put the acronym in parentheses directly following the spelled-out name.
Example: The Associated Colleges of Illinois (ACI) recently awarded three $2,500 scholarships as
part of the 2003 Liberal Arts for Leadership Essay Contest. The contest rewards students at ACI
colleges and universities who plan on careers in teaching.
Addresses
When citing an address within body copy, spell out Avenue, Boulevard, Drive, Road,
and Street. Spell out all street names and use lower case when referring to more than one
in a phrase.
(Standard postal rules and abbreviations still apply when addressing letters.)
Examples: Send mail to 3225 West Foster Avenue.
Our office is on Foster Avenue.
The parking lot is on Foster and Kedzie avenues.
(NOT: The parking lot is on Foster and Kedzie Aves.)
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
When referring to company names, follow their lead. Use Co., or Cos., or Inc., or Ltd. if it
appears that way in the formal title of the organization.
Alumni
In alumni or internal publications such as the North Parker, class years are denoted by the
first letter of the school that was attended by the alumnus or alumna. (These abbreviations
should not be used in materials intended for external audiences who would not understand
the notation.)
Academy = A’
College/University = C’
Seminary = S’
Graduate programs = G’
Class years during the 1900s are listed in their abbreviated form, and class years during the
2000s are printed in full.
Example: Charlene (Smith) Johnson A’60 has a nephew, Robert Johnson G’2002, who works
in Chicago.
There should never be a comma between the name of the alumnus or alumna and his or her
graduation year. When listing more than one graduation year, there should not be a comma
between the two (or three) years.
Example: Rev. James Smith A’52 C’54 S’60
Maiden names of alumnae should be listed in parentheses, followed by their married names.
When listing married couples where the partners are both alumni, list the person who holds
the higher degree first (if known). If the couple graduated in the same year, list one year after
each name.
Example: Marie (Olson) C’65 and Charles Anderson C’65
If the couple graduated in different years, list the name of the person who graduated first,
followed by his or her spouse.
Example: Erica (Peterson) C’90 and Andrew C’91 Olson
In the case where the alumni graduated in the same year, but where one also attended a
second area of the institution, do as follows:
David A’59 C’63 and Joan (Peterson) Olson C’63
Contractions
In most nonacademic writing, contractions make your text easier to read with a more
conversational tone. Unless a more formalized construction helps emphasize the meaning of
a sentence or phrase, use contractions and use them consistently.
17
Dates
Dates should be written in the form of month, day, year (four digits). When a date appears
in the middle of a sentence, the year is also followed by a comma. If using only the month
and year, there is no comma.
Examples: The party was on January 1, 2007.
She is a biology major.
Commencement was held in May 2000.
Locations
Spell out the names of the 50 United States when they stand alone in text.
Abbreviate, using AP, not postal rules, when citing a city and a state together. Some states
must always be spelled out.
Alaska
Conn.
Idaho
Ky.
Mich.
N.C.
N.Y.
Ore.
Tenn.
W.Va.
Ariz.
Del.
Ill.
La.
Minn.
N.D.
Neb.
Pa.
Texas
Wash.
Ark.
Fla.
Ind.
Maine
Miss.
N.H.
Nev.
R.I.
Utah
Wis.
Calif.
Ga.
Iowa
Mass.
Mo.
N.J.
Ohio
S.C.
Va.
Wyo.
Example: She is from Lansing, Mich. (NOT: She is from Lansing, MI.)
Major U.S. and foreign cities do not need to be accompanied by a state or a country in
running text.
Atlanta
Cincinnati
Detroit
Las Vegas
New York
Pittsburgh
San Francisco
Baltimore
Cleveland
Honolulu
Los Angeles
Oklahoma City
Salt Lake City
Seattle
Academic disciplines and degrees
Disciplines (and academic departments) should be lowercased, unless they are the name of a
foreign language. Names of majors, minors, concentrations, and programs are lowercased.
Examples: He is an intercultural studies professor.
On January 1, 2007, we had a party.
Ala.
Colo.
Hawaii
Kan.
Md.
Mont.
N.M.
Okla.
S.D.
Vt.
CAPITALIZATION
Boston
Dallas
Houston
Miami
Philadelphia
San Antonio
St. Louis
Chicago
Denver
Indianapolis
New Orleans
Phoenix
San Diego
Washington
When using Washington, D.C., do not abbreviate to D.C. or, worse, DC.
The United States can be abbreviated to U.S. when used as an adjective, but not as a noun.
Examples: He is a U.S. citizen.
He is a citizen of the United States.
Percentages
Spell out the word “percent.” Percent symbols should be avoided in running text, but may
used in graphs.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
I am going to my English class.
Academic degrees are lowercased when spelled out: baccalaureate degree, bachelor’s
degree, bachelor of arts; master’s degree, master of science; doctoral degree, doctorate,
doctor of philosophy, etc. (Note the plural form: bachelor’s degrees; master’s degrees;
doctoral degrees.)
When referring to the academic year, fall semester, spring semester, and summer session are
lowercased, as are first-year, second-year, third-year, and fourth-year.
Locations
Locations should not be capitalized unless they are official names. Geographic locations
(cities, states, territories, countries, regions) should always be capitalized. Compass
directions north, south, east, and west (including northern, southern, eastern, and western)
are also lowercased when not part of a proper name.
Examples: North Park’s library
Brandel Library
campus bookstore
The Midwest
northwestern Indiana
For unit names, capitalize the first reference and lowercase the second.
Examples: College of Arts and Sciences; the college
Department of Biology; the department, the biology department
Brandel Library; the library.
Exceptions to this rule: North Park University; the University
North Park Theological Seminary; the Seminary
Mottos
“Lives of Significance and Service” should be written in title case when it is used as an official
motto and in sentence case when referred to as a general concept. Whenever title case is
used, capitalize all words except for internal articles, prepositions, and conjunctions. Verbs
(including forms of “to be”) should also be capitalized.
Examples: North Park University’s mission is to prepare students for “Lives of Significance
and Service.”
At North Park, students learn the importance of living lives of significance and service.
18
Professional titles
Lowercase an individual’s title, except when it precedes his or her name, is used in a
mailing address, or is part of a list. Honorific titles, such as endowed chairs, should always
be capitalized.
Examples: David L. Parkyn, president of North Park University, was the guest speaker at
the luncheon.
President David L. Parkyn was the guest speaker at the luncheon.
Dr. John Smith, Nyvall Chair of Biblical and Theological Studies, attended the conference.
ITALICS
Italics are used for book titles, periodicals, newspapers, pamphlets, proceedings, movie
titles, works of art, operas, and other long musical compositions. They may also be used to
emphasize specific words in body text, to differentiate words in a foreign language, or for
style purposes in some headlines.
NONDISCRIMINATORY LANGUAGE
Whenever possible, avoid using him/her—use the plural instead, or rewrite the phrase
so a pronoun is not needed. If the use of pronouns is unavoidable, alternate usage of the
masculine and feminine versions within the document. DO NOT use “they” and “their” as
singular neuter pronouns.
Examples: When the students return they will see their advisors.
When a student returns to campus she will need to check in with her advisor.
(NOT: When a student returns they will need to check in with their advisors.)
NUMBERS
Fractions
Decimals and fractions are set in figures, although in some cases, a fraction may be spelled
out and hyphenated.
Example: The professor covered about two-thirds of the chapter during the class.
Money
Fractional amounts higher than one dollar are set in figures. Whole dollar amounts do not
need “.00” unless used in conjunction with another dollar/fraction amount:
Numbers greater than nine may be written as numerals. When a sentence contains a list of
multiple numbers with some less than nine and some greater, use numerals.
NEVER begin a sentence with a numeral. Always spell out numbers at the beginning of a
sentence or reword the sentence to avoid spelling out a large number.
Use “more than” rather than “over” with numerals.
Example: Enrollment is more than 2,800 students.
Numbers that are four digits or more are written with commas, every third digit from the
right, when written as numerals (with the exception of dates, temperatures, and SAT scores).
Numbers with more than six figures can be written with their corresponding designation,
but should still follow the rules above.
Examples: 100,000, five million, 15 billion
Ordinal numbers less than 10 are spelled out; numbers greater than 10 are written as
numerals followed by the appropriate letters.
Examples: first, second, third
10th, 11th, 12th . . . 152nd
The plurals of numbers are formed by adding an “s,” but no apostrophe.
Examples: 5s, 20s, 1980s (NOT: 1980’s)
Telephone Numbers
Telephone numbers are written with the area code in parentheses and numbers separated by
a hyphen: (509) 335-3518. A “1” should not precede the area code 800.
Time
Figures plus a.m. or p.m. (lower case with periods) are used to designate time in both text
and schedules for ease of reading. With the exception of web copy, avoid “:00” unless the
time includes a minute designation. “Midnight” and “noon” are sufficient without figures.
(Never use “12 noon” or “12 midnight”—they are redundant.) Use an en-dash (not a
hyphen) to show duration.
Examples: The lecture will begin at 10 a.m., with a luncheon to follow at noon.
The concert time has been changed from 7 p.m. to 7:15 p.m.
The time is 12:13 p.m.
Luncheon: 11 a.m. – 1 p.m.
Examples: His textbook cost $67.
The course notes cost $15.95.
The registration fee is $75.50 if you are staying on campus, but $55.00 if you stay off campus.
Numerals
All numbers, including ages, should be spelled out if they are between zero and nine, except
parts of an address, page numbers, times, semester hours, and grade point averages.
Examples: Five-year-old, Apartment 4, 3 semester hours, 7 p.m., 3.5 grade point average, two pages
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
19
PUNCTUATION
Apostrophe
When referring to the class years of alumni, the apostrophe should face the direction of
the omitted numbers.
Hyphen
Hyphens should be used for clarity when a compound adjective precedes a noun and the
omission of the hyphen would cause ambiguity.
Examples: User-friendly website
Self-motivated employees
Example: John Smith C’55
Also make sure the apostrophe is curved (not a printer’s quote). It should not be straight
unless being used in a measurement.
100-year-old tradition
Words beginning with “non” do not need to be hyphenated.
Examples: Nondenominational, nonacademic, nonprofit, noncredit, nonnegotiable
Example: The table is 2' 5'' wide.
Comma
Use a comma before “and” and “or” in a series.
Example: Entering students will be required to take placement tests in English, mathematics,
and a foreign language.
Do not use a comma before Jr., Sr., II, III, IV, etc.
Example: John H. Jones III presented the guest lecture.
Ellipsis
An ellipsis is used in place of omitted words, especially in direct quotations. It is three
periods, each separated by one space (#.#.#.) It should look like . . .
If an ellipsis follows the end of a sentence, it will contain four periods. . . .
Bullet Points
Avoid the use of bullet points in advertising. When making statements or expressing ideas,
structure each one as a paragraph, using complete sentences. When a list is required (for
example, a list of courses or degrees), avoid using bullet points, to minimize visual clutter.
En Dash
Slightly longer than the hyphen, the en dash is about the width of the lower case “n” in
roman type and is used to indicate a closed range. In running text, close spaces between
the en dash and the surrounding copy.
Examples: 4–5:30 p.m., p. 55–70, September–June
It can also be used to contrast values or illustrate a relationship between two things.
Examples: Parent–child relationship, alumni–student connections
Em Dash
Known informally as a “dash,” this mark is the width of two “n”s (or an “m”) in roman
type. Dashes are often used for dramatic emphasis, as they create a longer pause in a
sentence for effect. They can also be used in lists to separate a subject and its description.
Exclamation Points
Avoid using exclamation points in promotional copy, as they often exaggerate.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
Period
A period should only be used at the end of a thought if that thought is a complete sentence.
Do not use periods after website addresses unless the address is given at the end of a
complete sentence.
In running text that is nonacademic (for example, website and promotional copy), use only
one space after a period rather than two.
Quotation marks
Quotation marks should be used for direct quotations. End quotes should be placed outside
of all punctuation marks (comma, period, question mark, exclamation point, etc.) except in
the case of a question, if the quoted material is not a part of the question.
Examples: She asked, “Are you going to the reunion?”
Did you hear him say, “I am going to the reunion”?
Quotations must also be used to distinguish the titles of shorter written works, including
songs, plays, short stories, poems, and television and radio programs. Titles of movies and of
publications, including magazines and books, should be set in italics.
SPELLING
American spellings are preferred over British with rare exceptions (for example: dialogue, as
in the North Park Dialogue).
•
•
•
•
•
•
•
•
•
•
•
•
Advisor, not adviser
Alumna/alumnae; alumnus/alumni
Classwork, not class work
Computer terms: database, data file, debug, hard copy, input, log on, online
Emerita/emeritae; emeritus/emeriti
Curriculum vitae (singular); curricula vitae (plural); vita (informal)
Ex-officio, with a hyphen
Fundraising (one word as both a noun and an adjective)
In-depth, in-service, when used as an adjective before the noun
Percent, not per cent
University-wide but campuswide, citywide, nationwide, statewide
Homepage, website, Internet, webmaster, email
20
Web Standards
PURPOSE OF WEB STANDARDS
The Office of External Relations is charged with establishing and maintaining the
image of North Park University to the world around, particularly the ‘external audiences’
or constituencies.
In this era much of a university’s image is communicated to the world online. As such
the Office of External Relations has overall responsibility for the North Park’s official
web presence.
The purpose of North Park University’s web standards include:
• Branding – Visitors to a North Park University web page must be able to immediately
recognize the page’s affiliation with the University.
• Consistency – The web standards are intended to present common, well-structured and
high quality content, navigation and designs across all pages.
• Accuracy – The web standards are intended to assure that all information
communicated by North Park University web pages is accurate and up-to-date.
• Responsibility – The web standards are intended to clearly establish the individuals
and groups responsible for all aspects of website deployment including design, content
development, authoring, approval and updating.
OVERALL WEB STANDARDS
The approved and official version of North Park University’s Web Standards will be published
online. Any print or electronic document versions of the web standards are provided for the
convenience of the reader only. In the event of any conflict between documents the online
version will have precedence.
University standards supersede any units’ internal standards.
EXTRA UNIVERSITY WEBSITES
North Park departments, schools, programs, or administrative entities may not establish or
maintain a web presence apart from the university’s official website without expressed written
approval from the Office of External Relations. The University will not support unapproved
sites by hosting them on university servers, linking to them from official web pages or by
providing design, development or content authoring services.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
Web pages and sites that are approved for maintenance apart from the University’s official
site must contain a prominent disclaimer statement that clearly establishes the content of the
site is not developed or maintained by the University.
POLICY ON REMOVAL OF OFFENDING WEB CONTENT
It is the policy of North Park University to avoid the posting of any web content that
defames individuals, groups or institutions, that infringes on registered trademarks or
copyrights or that is considered offensive by reasonable, contemporary standards.
The University will take seriously and respond immediately to any concerns or complaints
about web content so long as they are expressed by individuals or groups who identify
themselves. The University will not be obligated by this policy to act on anonymous
complaints about web content.
The University shall investigate and respond in writing within two business days from receipt
to any and all complaints from identified persons or groups regarding web content.
When web content on a University page is deemed in violation of this policy by the
University it shall be removed immediately.
TYPES OF CONTENT
External
• Written, developed and formatted primarily for audiences who have not yet committed
to North Park or have little or no awareness of the university.
• The primary purpose of external content is to persuade the audience toward a favorable
attitude or decision to commit to the university in some fashion.
Internal
• Written, developed and formatted primarily for audiences who are already committed
to North Park in some fashion.
• The primary purpose of internal content is to communicate information required by
the audience to get the most from their North Park University experience.
• Internal content will normally require a reader to identify him or herself. For students,
faculty and staff this will be done through a universal login.
21
Secure
BASIC USABILITY STANDARDS
• Requires authentication against a database of authorized users.
• The site will be optimized for 1024 x 768 screen resolution with maximum width set to
1000 px and most content height set to 600 px to minimize vertical scrolling.
• Protected by secure socket.
AUDIENCES
External
• Prospective Students
• Parents of Prospective Students
• Prospective Faculty and Staff
• Prospective Student Athletes
• Pastors and Churches
• Friends and Donors
• Media/Media Parties
• Pop-Up windows will be used rarely if at all.
• The site will be optimized for the latest versions of the three most commonly
used browsers.
• The site will maintain a consistent two-part navigation scheme with universal top-level
navigation links in the top banner of every page and sectional navigational menus in
the left-side menu of every page.
• The site will employ appropriate index and search functions to enhance navigation
through complex content.
• The site will have a link to the home page in the top navigation of every page.
In addition, the University logo will be formatted as a link to the home page on
every page.
• New Students (admitted but yet attending)
• All links will have a consistent style that includes underlining and a difference in color
from the surrounding body text. All links will have a consistent mouse over effect. The
amount of text on any given page should be intentionally reduced so that it may be
quickly scanned and understood.
• Current Students
• Sentences should be kept short, generally to 20 words or less.
• Parents of New or Current Students
• Ideally, paragraphs should be kept to no more than four sentences or about 65 words.
• Faculty and Staff
• Content that contains multiple ideas should be broken up into multiple paragraphs.
Complex content should be broken up into multiple pages.
Internal
• Alumni
RESPONSIBILITIES FOR DESIGN AND CONTENT
Responsibilities of the Office of External Relations
• Establish and enforce overall standards for web page design and content
• Manage the overall structure of the website
• Support the development and maintenance of content provided by individual
content authors
Responsibilities of Content Authors and Approvers
• Produce timely, clear, concise and relevant content that adheres to the
University’s standards
• Regularly review all assigned content to assure that it remains accurate and up-to-date
CONTENT AND DESIGN STANDARDS
For security, any function or page that accesses a database will require approval of the
university’s Computer Services Department.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
• Whenever possible, content should be written to make use of bulleted paragraphs
and subheadings.
• Underlining is reserved for links so it should never be used for emphasis.
• Links to additional content should be written and formatted in line with content.
Generally, the actual URL of a link should not appear on a page.
• Generally, links should be constructed from the most important words in a sentence,
not the entire sentence.
• All images should contain an alt description for accessibility.
• All photographic images for the website should be 72 dpi and cropped to fit the space
where they will be placed.
• Attached documents should generally be formatted as PDFs for ease of download and
minimal compatibility problems.
• Wherever possible the site will employ simple, friendly URLs for marketing purposes to
link directly to common pages.
• Every page on the site should have graphics within the content area. When no graphics
are available that specifically enhance the content on a page the page should include
generic, dynamic graphic elements.
22
• Pages should be laid out in multiple columns for ease of readability. Generally a page
should contain 2-3 columns between 200 and 250 pixels wide and text should almost
never span more than two columns.
• The meridian (am and pm) should always be lower case and separated from the time
by a space. The meridian should not have periods in web copy (this differs from the
writing style guide).
• No page should deliberately block the user from “backing” to a previous page.
• Times should be spelled out in hours and minutes (9:00 am not 9am).
BASIC OUTLINE FOR UNIVERSITY SCHOOLS AND DEPARTMENTS
• In a time range the meridian should be designated only once (9:00 to 11:00 am not
9:00 am to 11:00 am) unless the time range crosses the noon or midnight time
(9:00 am to 1:00 pm).
The standard section outline for most university schools and departments will include
the following:
• Welcome from the Dean or Director
• About the School or Department
• Faculty and Staff
• Information for Prospective Students
• Academic Advising Information for Current Students
• Resources for Current Students
• Department News and Events
PROHIBITED CONTENT
• Information or graphics, music, or video that violates copyright laws.
• Information that violates federal, state, or local laws.
• Information that violates or does not adhere to university policy.
• Information that is for commercial use or for private business purposes.
• Information or graphics that is pornographic, obscene, injurious, harassing,
or defamatory.
• Rumors, hearsay, or unverified reports about the university.
• To decrease confusion and increase readability the word “noon” should be used to
indicate 12:00 pm.
• A hyphen should not be used in place of the word “to” (9:00 to 11:00 am not
9:00-11:00 am).
• A date and time phrase should generally be expressed in one line with the day and date
preceding the time (Tuesday, May 14, from 9:00 to 11:00 am). The exception to this is
when there are labels:
Examples: Date: Tuesday, May 14
Time: 9:00 to 11:00 am
PHONE NUMBERS
Use traditional punctuation without prefix or country code.
Example: (312) 555-1234
“CONTACT US” PHRASES
• Identify the contact person by name and title
• Make email the primary method of contact by placing it first in the phrase
Example: For more information contact John Jones, Department Chair, by email or by phone
at (773) 244-5691.
HEADER STYLES
UNAUTHORIZED CONTENT AND STYLES
• Pages can only use established header and subhead styles. This gives the site a uniform
look across all pages and makes it easier for readers to follow information as they scan
through pages.
Web pages that violate the University Style Guide will not be published. Additionally, the
following are considered unauthorized and will not be published:
• Pages must follow a hierarchy of headers. This means that a page can only have one H1
tag and that H2 tags must be the next level of subhead, H3 the next level, and so on.
• Headers and subheads should always be in title case.
• References to past dates
• Using unauthorized colors, styles, graphic lines or images
• Mixing internal and external content on a single page
• Never use all caps in a header unless using an established acronym.
• Excessive use of emphasis (caps, italics, bold, and underlines)
DATES AND TIMES
• Orphan pages (pages that are not referenced in the site’s menu system)
• “Page Under Construction” or “Coming Soon” messages
This section differs from the formatting guidelines for print publications.
• Unless there is a lack of available horizontal space dates and times should be spelled out.
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
23
Addendum
2010 Tactical Ad Templates
AD TEMPLATES
When placing an ad, choose from the convenient templates on this page and the next.
There are two types of ads: branding and tactical. Choose a template based on the type of ad
you are placing, and the size and orientation of your ad space.
Since 1913, Minnehaha students have
chosen North Park University—where
you can create your own story.
Dynamic courses and
experienced faculty.
Internships and
career preparation.
Leading to a life of
significance and service.
Get my story.
mystory.northpark.edu
Since 1913, Minnehaha
students have chosen North
Park University—where you
can create your own story.
Get my full story.
mystory.northpark.edu
Continue your journey.
mystory.northpark.edu
Full Page
Full Page
Two-Thirds Page
Half Page
BE INTENTIONAL.
northpark.edu/mike
BE INTENTIONAL.
– Mike Mirza, Advertising,
Class of 2010
Get my full story.
BE DISTINCTIVE.
mystory.northpark.edu
“North Park’s focus on
service and social justice
has encouraged me to
tell the stories of the
marginalized who may
not have the voice
they deserve.”
BE PURPOSEFUL.
Continue your journey.
BE INTENTIONAL.
Black and white branding ads placed in newspapers shall use a tint of 85% black.
Quarter Page
school of business
nonprofit management
I made the right choice.
North Park University has a simple pricing
structure, the help I need to make understanding
my finances easier, and an education that reflects
what’s important to me.
I know where I’m supposed to be.
I made the right choice.
For more information,
visit www.northpark.edu/focus.
North Park University has a simple pricing structure,
the help I need to make understanding my finances easier,
and an education that reflects what’s important to me.
I made the right choice.
North Park University has a simple pricing
structure, the help I need to make understanding
my finances easier, and an education that reflects
what’s important to me.
I know where I’m supposed to be.
I know where I’m supposed to be.
For more information, visit www.northpark.edu/focus.
For more information,
visit www.northpark.edu/focus.
Full Page
Distinctively Christian
Intentionally Urban
Purposefully Multicultural
Quarter Page
Third Page
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
24
2010 Branding Ad Templates
Third Page
Full Page
Quarter Page
Half Page
Eighth Page
Banner Styles
NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
25
PUBLICATION TEMPLATES
The search
for a
just peace
in the Middle east
The CenTer for Middle easTern sTudies
aT norTh Park universiTy
13th Lecture and Conference Series, 2008-2009
MISSION STATEMENT — The Center seeks to foster awareness,
understanding, and reconciliation among all peoples
of the Abrahamic tradition.
VISION STATEMENT — The Center seeks to:
• Foster awareness of the current realities in the Middle East
through sponsoring forums, seminars, and speakers;
• Foster understanding within the North Park community and greater
Chicago area through the development of academic
study, publications, and conferences dealing with
the history, faith, culture, and social
and political experiences of peoples in the Middle East;
• Foster reconciliation among all of God’s children through
experiential learning, recruiting, and nurturing students from the
Middle East, and creating opportunities for dialogue.
Consistent use of publication templates strengthens and unifies the University brand.
Templates can be adapted to suit any publication needed by the University.
abouT norTh [Park universiTy
Founded in 1891, North Park University is a Christian university located
on the north side of Chicago that offers more than 40 undergraduate and
graduate academic programs to 2,800 students from across the country
and around the world. Graduate programs in business and nonprofit
administration, education, community development, nursing, music ,
and theology augment North Park’s traditionally strong undergraduate
programs in the humanities, arts, and natural and social sciences.
Main CaMPus in ChiCago
Just three miles west of Lake Michigan, North Park is located at the
corner of Foster and Kedzie avenues (5200 north and 3200 west)
in Chicago, Illinois.
• 20 minutes from downtown
• Three blocks north of the Kimball El stop (Brown line)
• Easy access from Lakeshore Drive, I-94, and I-90.
• Anderson Chapel is located at the southeast corner of
Foster and Spaulding Avenues. Hamming Hall is located
on Foster Avenue just west of Kedzie Avenues.
• Parking is available on the southeast corner
of Foster and Kedzie Avenues.
the center for
middle eastern studies
The Center for Middle eastern studies at north Park university 2008 – 2009
ENRICHMENT
Rumors and negotiations continue, often in secret, between
Israel and her immediate neighbors: Lebanon, Syria, and the
Palestinians, but the prospects of war continue to dominate the
Middle East. What is the likelihood of war with Iran in the coming
months? Will the ongoing military confrontations between the
Palestinians and Israel be resolved prior to the end of the Bush
Administration, as the President has proposed? Are the rumors of
secret negotiations between Israel and Syria bearing fruit? How likely
is another war with Hezbollah in Lebanon? The Deputy Consul
General will offer Israel’s perspective on these critical issues.
Tuesday, sePTeMber 30, 2008
7:30 p.m. Anderson Chapel
“The Future of Christianity in the Holy Land”
Rev. Dr. Naim Ateek, Director of the Sabeel
Liberation Theology Center, Jerusalem
The speaker is an internationally known Palestinian Christian
theologian and founder of the leading Palestinian theology center
in Jerusalem. A native of Beisan who was expelled from his home
as a young boy in 1948 and raised as a citizen
of Israel, Dr. Ateek has written and spoken
on every continent, bringing awareness to the
plight of Palestinian Christians in Jerusalem
and effects of the Israeli military occupation
on the Palestinian territories. Sabeel has called
for an end to Israel’s occupation, the creation
of a Palestinian state beside Israel, and an end
to violence by both sides as steps necessary to
resolve the conflict, and possibly save Palestinian Christianity from
extinction in Jerusalem and the occupied territories. But is it too late?
Wednesday, october 15, 2008
7:30 p.m. LHA (basement of Carlson Tower)
Documentary Film: “Slingshot Hip Hop”
with Director Jackie Reem Salloum
Featured at the 2008 Sundance
Film Festival, “Slingshot Hip
Hop” has received enthusiastic
reviews throughout the Middle
East, Europe, and North
America. The documentary
follows the origins of Palestinian
hip hop with the first group
“DAM,” from Lod, Israel, where their music provided an outlet for
their feelings and aspirations during the Israeli-Palestinian political
and economic war. The documentary moves to the Gaza Strip
where emerging Palestinian artists are using hip-hop to express their
aspirations despite constant violence and ever increasing poverty. As
the film moves to other parts of Israel and Palestine, a variety of issues
ranging from suicide bombings, the effects of the wall and military
closures, and the pressures a female hip hop artist faces amidst the
conservative culture of her family. All in all, “Sling Shot Hip Hop”
provides remarkable insights into the music and viewpoints of the
next Palestinian generation. Come and watch the film and join a
discussion with the Director, Jackie Reem Salloum. Co-sponsored
with St. Xavier University’s Middle East Studies Program.
thursday, november 13, 2008
(Arab Heritage Month)
7:30 p.m. Anderson Chapel
“Who Speaks for Islam?”
Dalia Mogahed, Senior Analyst and Director of
the Gallup Center for Muslim Studies
Are we engaged in a “clash of civilizations” and an all-out war
between the west and the Islamic world? When the media looks
for answers to these issues it generally turns
to western scholars and tends to overlook the
opinions of the average Muslims themselves.
Dalia Mogahed has co-authored a remarkable
new book with Dr. John Esposito of Georgetown
University that is based on tens of thousands
of interviews with Muslim residents of over
35 predominantly Muslim countries. Among
the issues the authors researched are: Is Islam
to blame for terrorism? Where are the moderates in the Muslim
world? Is Islam retarding the development of democracy? What do
Muslim women want? Based on the responses to these and other
polling done over the previous five years, the authors have produced
a work that challenges many of the popular assumptions currently
adopted by politicians and media spokespersons in North America.
<March 5 – 15, 2009
phenomenal Roman
city of Jerash; swim in
the Dead Sea; visit the
new and more authentic
site of Jesus’ baptism on
the Jordan River; meet
Jordanian Christians and
visit the ancient church
at Madaba, with its 3rd
century mosaic and
map of Jerusalem; meetings with Muslim students at Jordan
University; discussions of the current political situation with
Jordanian politicians and academics; and much more. Cost will be
approximately $2395 including round trip airfare, 3 meals per day,
based on double occupancy. Contact the Center for Middle Eastern
Studies for a full itinerary. Students must submit an application
available from the center CMES website or call 773-244-5786.
Distinctively Christian, Intentionally Urban, purposefully multicultural
7:30 p.m. Anderson Chapel
“Israel and the Search for Peace in the Middle East”
Gershom Kedar, Deputy Consul General of Israel for the Midwest
intentional
intentional
Wednesday, september 10, 2008
wednesday, april 8, 2009
7:30 p.m. Anderson Chapel
“Can The New Administration Avoid War With Iran?”
Dr. Juan Cole, Richard P. Mitchell Distinguished University
Professor of History at the University of Michigan (Ann Arbor)
Professor Cole has written extensively about
Egypt, Iran, Iraq, and other parts of the
Middle East and Muslim world. For three
decades, he has sought to put the relationship
of the West and the Muslim world in historical
context, and his most recent book is Napoleon’s
Egypt: Invading the Middle East (Palgrave,
McMillan, 2007). He has given numerous
media and press interviews on the War on
Terrorism since September 11, 2001, as well as concerning the Iraq
War and the building conflict with Iran since 2003. In this lecture,
Prof. Cole will examine the internal Iranian political dynamics
and assess the regional issues in the Middle East so as to assess the
prospects for war or a resolution of the conflicts that surround Iran,
the United States, Israel, and Iran’s immediate neighbors. His new
book Engaging the Muslim World will be released in March 2009,
and there will be copies for purchase and signing by the author.
Traveling Seminar: “The Holy Land: From East of the Jordan”
This ten day trip to the country of Jordan will
visit sites of Biblical, archeological, historical,
and contemporary political significance. The
trip is open to North Park University students,
administration, and faculty. Among the sites
visited and experiences will be the ancient
Nabataean city of Petra, made famous by
the Indiana Jones films; Mt. Nebo, where
Moses first viewed the Promised Land; the
CMes online journal
The Center for Middle Eastern Studies is pleased to announce the first
issue of its online journal which will be accessible after September 15,
2008. The Journal will feature articles by North Park faculty, students,
book reviews, and lectures from the 2007-8 CMES Lecture Series.
Go to www.northpark.edu/CMESJournal.
Tri-fold Brochure
Intentionally Urban
Our home is in Chicago.
Learning at North Park University takes place in Chicago.
Here’s how we put it: “Chicago is our classroom and all Chicagoans are our teachers.”
The Role of Desire
in the Spiritual Life
At North Park, students engage the city—and the city engages our students.
You couldn’t ask for more when choosing a college.
Lives of Significance and
chicago
Service
Why is the city so important to you as a student?
In 2008, for the first time in history, more than half of the world’s 6.6
billion inhabitants lived in cities rather than in rural areas. And each
week the cities of the world grow by a net of one million people.
Because our home is in Chicago, North Park University now stands with this growing
global majority.
Very little happens around the globe that is not shaped significantly by urban systems—
whether economic, political, cultural, financial, social, medical, educational, or religious.
Today, more than ever, cities shape the world.
As a result, at North Park we dedicate our wholehearted effort to help you become part of a
generation of young leaders who will link their skills, their privileges, and their dedication
to “do justice, love kindness, and walk with God,” to the well-being of the city and the world.
Whether you choose to study history, business, music, education, philosophy, nursing,
chemistry, or any of our other majors, there is no better place to learn than in a worldclass city.
There is no better way to “prepare for a life of significance and service” than in partnership
with the city, its resources—and most importantly—its people.
The Center for Spiritual Direction
at North Park Theological Seminary
welcomes Ruth Haley Barton as the
2009 speaker in its annual lecture series.
Barton, president of the Transforming
Center, will address “The Role of Desire
in the Spiritual Life.”
Wednesday, July 29, 2009 – 7:00 p.m.
Anderson Chapel, North Park University
Suggested donation: $5
Ruth Haley Barton is co-founder and
president of the Transforming Center
(www.thetransformingcenter.org), a ministry
dedicated to caring for the souls of pastors,
ministry leaders, and the congregations
they serve. A teacher, spiritual director, and
retreat leader, Ruth is the author of several
books including Strengthening the Soul of
Your Leadership: Seeking God in the Crucible
of Ministry, Sacred Rhythms: Arranging
Our Lives for Spiritual Transformation, and
Invitation to Solitude and Silence.
Scandinavian Choral Festival
Saturday May 2, 2009 – 7 p.m. Anderson Chapel
In collaboration with The Swedish American Museum in Chicago, The Center for
Scandinavian Studies has assembled a selection of the greatest Scandinavian
Choirs of Chicago to sing the most known traditional songs of Scandinavia. The
program will begin at 7 p.m. and will be followed by a Scandinavian reception. All
ages are welcome.
4 Distinctively Christian, Intentionally Urban, Purposefully Multicultural
North Park University will provide you with a distinctively
Christian educational experience
Nordic Voices of Chicago, The Chicago Spelmanslag, Absolut Flicka, Chicago
Swedish Male Chorus, Waukegan Swedish Glee Club, Waukegan Swedish
Women’s Chorus, Chicago Swedish Glee Club.
What does this mean for you as a student? At North Park you will:
• Explore the relationship between faith and science.
For more information, please contact the Project Manager, Maiken D. J. Sparshott
at (773) 244-5592 or mjakobsson@northpark.edu.
• Take responsibility for your own spiritual disciplines and life of faith.
• Learn to respect and dialogue with people whose beliefs are different.
You should know that at North Park:
• Ask tough questions about God, yourself, and others.
• Seek deep answers.
North Park’s full-time faculty are committed Christians, reflecting the breadth and depth of the
Christian community—some are a part of the Evangelical Covenant Church, others are Lutheran,
Roman Catholic, Presbyterian, Mennonite, Baptist, Orthodox, and more.
Lecture Poster
Students at North Park reflect the
diversity of the Christian tradition as
well as other religions, and some have
no formal religious background at
all. We do not ask or require students
to confess Christian faith. We do ask
that students, like you, come ready to
engage in a serious discussion about the
great questions of life and faith and the
challenges facing the human family.
So whether you think you have it all
sorted out, or you simply have a lot of
questions, North Park is a place where
you’ll discover there are many voices
of faith. You may also discover yours.
8 Distinctively Christian, Intentionally Urban, Purposefully Multicultural
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NORTH PARK UNIVERSITY BRAND STYLE GUIDE Visit www.northpark.edu/externalrelations for more information.
University Ministries
University Ministries (more popularly known as “UMin”) is at the center of the North Park
faith experience. Discover faith for the first time, or deepen faith commitments you bring with
you to college.
UMin focuses on personal transformation and leadership development. From campus worship
in Wednesday morning chapel and collegelife on Sunday nights; to small group activities,
outreach initiatives, and service ministries, you will have opportunities to be formed and grow
as a person of faith and a transformational leader.
• Discover how commitments of faith, advances in learning, and
opportunities to serve make for a full and meaningful life.
Adults (12+) – $10
Children – $5
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Spiritual Life
A Place of Faith
The Center for Spiritual Direction offers
a 15-credit certificate program to train
individuals in the ministry of listening,
discernment, and prayer, in a confidential
setting of encouragement and compassion.
To learn more, visit our website at
www.northpark.edu/seminary/csd
Participating Scandinavian Choirs
Event Poster
5
• Participation in UMin sponsored activities is always voluntary, and we hope you take
advantage of them
• Students lead most programs under the counsel of the college pastor and UMin
staff members
• Faith, learning, and service go hand in hand through more than 20 service programs in
Chicago as well as global service trips
At North Park University, faith development reaches into
the classroom
• All students take a common course called Introduction to the Bible, which gives them an
opportunity to look into an often misunderstood yet remarkable book of faith.
• Faculty in every academic discipline help students discover how their personal faith and
what they learn in the classroom complement one another
North Park faculty will not tell you what to think or believe. They will help guide you when
you feel lost, push you when you are a bit too comfortable with what you believe, and encourage
you to ask more and probe further.
North Park faculty will believe in you even when you’re not sure there is anything worth believing.
9
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Lives of Significance and Service
Take the first step toward teacher certification.
Distinctively Christian
Intentionally Urban
Purposefully Multicultural
North Park University offers two flexible programs.
Post-BA/BS teacher certification courses are offered in the
morning, during the day, and in the evenings. You can attend full or part
time, and classes begin every eight weeks.
The Master of Arts in Education with Teacher Certification (M.A.T.C.)
program begins every fall and is designed for working professionals. It is
a cohort-based format, offered part time and in the evenings.
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Already an educator?
Take the first step toward becoming a principal or advancing
your career with one of the following programs:
• New principal preparation program (the most updated
Type 75 program)
• ESL or bilingual endorsement
• Middle school endorsement
• Special education LBS1 approval
• Master of arts in education program
Benefits of a North Park University Education
Reputation for excellence
North Park University has prepared students for lives
of significance and service since 1891. In 2010 it was
once again named among American’s best. North
Park has maintained an outstanding reputation, and
has been preparing teachers for more than four decades.
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Convenient locations
Take advantage of our three locations, all with a rolling admissions
process. Choose from Arlington Heights, Chicago, and Crystal Lake.
Personalized experience
Small class sizes and experienced, supportive faculty help
tailor your educational experience to your goals.
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Want to learn more?
We are now accepting applications for all teacher education
programs. Classes start August 30, and we accept applications
up until classes start.
To learn about the possibilities, please join us for an open house or an
information session. Visit www.northpark.edu/educationopenhouse for
a list of dates and locations.
neWSleTTeR — SpRinG 2009
v O l U m e 10 , n U m b e r 2
<Firstname>, for even more information you can see your personalized
website at <www.northpark.edu/teaching/firstname.lastname>,
return the attached reply card, or contact Linda Pastorello, Assistant
Director of Admissions, at lpastorello@northpark.edu or (773) 244-5613.
T h e m e : T h e S TaT e o f T h e G l o b a l e c o n o m y
, Box 33
Dear Alumni and Friends,
The economy consumes everyone’s
attention these days—from President
Barack Obama and other leaders
in government to our students and
faculty here in the School of Business
and Nonprofit Management. Each
year we sponsor an economics panel
in early February to discuss the
economic realities of the past year
and make predictions for the year
ahead. This past year we had record
attendance at the event. We’ve asked
Lee Sundholm and Pier Rogers to
elaborate on their comments from
the panel in the lead articles of this
newsletter. We trust this information
will be valuable to our readers as you
navigate the economic future.
North Park has also had to respond
to our nation’s economic challenges.
We’ve tightened our belts with cost
reductions of 10 percent on operating
budgets (hence our PDF version of the
newsletter for this issue). We are doing
our best to maintain our enrollment
levels through renewed emphasis on
retention and strategic promotion of
our educational programs. North Park
and the SBNM are well-positioned for
the years ahead.
IT’s not too late
to apply
We look forward to your continued
involvement in our programs.
I’m ready to change lives.
Please send me more information about
North Park University’s School of Education
and its post-bachelor programs.
I am interested in the following education programs:
Endorsement or approval programs for teachers
Master’s degree in education for teachers
Master’s degree with teacher certification
Post-bachelor’s teacher certification
Principal preparation program
Return by mail or fax to (773) 279-7513.
I am interested in the following locations:
Chicago
Arlington Heights
Crystal Lake
I am interested in enrolling for:
Fall 2010 (August or October)
Spring 2011 (January or March)
Summer 2011 (May or July)
Other ______________________________
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• Bringyourfriendsandfamily
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sealedtranscriptsandlettersofrecommendation
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Friday,July10,2009•9:30a.m.−2:30p.m.
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1
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Continued on page 4
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Continued on page 2
Summer is a great time to
experience North Park University
Employer ____________________________
Over 230 years ago Adam Smith told us
that the great motivating force of the market
economy was the “invisible hand” of self- What we today call GDP was Smith’s “whole
interest. In The Wealth of Nations (1776) annual produce.” Individuals employ capital
in “domestic industry” rather than “foreign
Smith wrote:
industry.” The domestic economy offered
more security, or less risk. The “invisible
The annual revenue of every society is always
hand” of self-interest tended “to promote an
precisely equal to the exchangeable value of
the whole annual produce of its industry… end which was no part” of any individual’s
Zip ________________________________
Wesley E. Lindahl
Dean, School of Business and
Nonprofit Management
The insighTs Of AdAm smiTh And
JOhn mAynArd Keynes
As every individual, therefore, endeavours as
much as he can both to employ his capital in
the support of domestic industry, and so to
direct that industry that its produce may be
of the greatest value; every individual necessarily labours to render the annual revenue
of the society as great as he can. He generally,
indeed, neither intends to promote the public
interest, nor knows how much he is promoting it. By preferring the support of domestic
to that of foreign industry, he intends only
his own security; and by directing that industry in such a manner as its produce may
be of the greatest value, he intends only his
own gain, and he is in this, as in many other
cases, led by an invisible hand to promote
an end which was no part of his intention.
(Book IV, Chapter 2)
Highest Degree Attained
40
Summer Visit Day
­—Daniel­Kaiser,­2001­graduate­and
Bilingual­Teacher­at­William­G.­Hibbard­
Elementary­School,­Chicago,­Ill.
by lee sundholm
An Overview
The current economic, banking and financial
crisis continues, although with some signs
of improvement. The U.S. housing market
remains in decline, and auto makers need
additional billions to stay in business.
Bankruptcy may prove to be the way out.
The DOW, down more than 50 percent
from its 2007 high of 14,000, has regained
some of its losses. The problems originating
in the U.S. economy have been exported
throughout the world, as global expansion
turned to global decline.
___________________________________
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Sincerely,
“My experiences at North Park University
uniquely prepared me to fulfill my calling
to teach in a Chicago Public School.”
The glObAl ecOnOmy:
where dO we sTAnd?
Signuponlineatwww.northpark.edu/summervisit
orcall(800)888-6728.
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