Lindenwood Brand Identity Guidelines (2025)

02 09 Clear, consistent writing strengthens our message and ensures that every word we publish reflects the professionalism, warmth, and forward-thinking spirit of Lindenwood University. Our tone should always be encouraging, authentic, and student-centered, aligning with our mission to inspire and empower learners. WRITING STYLE EDITORIAL STYLE Telling the Lindenwood story is the essence of our writing. Our copy should be simple and clear, speak in a conversational tone, and embody Lindenwood’s quality of education and professional preparatory experiences. Language should center around Lindenwood University’s commitment to tradition, while highlighting the innovation and forward- thinking nature of the institution. Our writing should highlight campus happenings and speak to the real experiences and real successes of our campus constituents—faculty, staff, students, and alumni. Why Write? Communication from Lindenwood University should seek to answer the following questions: • Why is Lindenwood University communicating about this topic or situation? • What makes Lindenwood’s involvement with this topic or situation significant? This ensures that every piece of writing serves a purpose and reflects our mission: Real Experience. Real Success. ACADEMIC DEGREES Examples of degrees awarded by Lindenwood include the following: • Bachelor of Arts: BA, a bachelor’s • Bachelor of Science: BS, a bachelor’s • Master of Arts: MA, a master’s • Master of Business Administration: MBA • Master of Public Administration: MPA • Doctor of Education: EdD Use an apostrophe in casual reference to a bachelor’s degree. However, there is no possessive in formal references, such as a Bachelor of Arts or Master of Science. Use abbreviations such as BA, MA, and EdD only after a full name, and include periods in academic titles. When used after a name, the academic abbreviation is set off by commas. EXAMPLE : Brad Hansen, EdD, gave a guest lecture to graphic design students last week. ACADEMIC DEPARTMENTS When referring to a department by name, use its full name and capitalize it. EXAMPLE: The Chemistry Department, the History Department Casual references to a particular subject should not be capitalized. EXAMPLE: She studied chemistry for two years. His degree is in history. The exception is when the subject name is a proper noun—in which case it should be capitalized on all references. English, French, American studies ACRONYMS Do not use acronyms on first reference unless the particular group is well known by the acronym and using it eliminates confusion (e.g., ROTC, NBC). WRITING & EDITORIAL STYLE 64 LU 2025 BRAND GUIDELINES CONTENT 63