UW brand

Writing on brand: Where do I start?

With so many incredible stories to tell, it can be tough to know where to start. Here’s a quick guide to help you craft content that will meet your communication objectives while staying under the umbrella of the UW brand.

Style and punctuation

The primary references for all University of Washington communications are the latest editions of The Associated Press Stylebook and Webster’s New World College Dictionary.

Other sources, including The Chicago Manual of Style and The Gregg Reference Manual, were consulted in creating the UW’s in-house editorial style. Use these as secondary sources if the in-house guidelines and the AP Stylebook don’t address an issue you’re researching.

Word list and common terms

This is a list of common words and terms used at the University. The primary references for all University of Washington communications are the latest editions of The Associated Press Stylebook and Webster’s New World College Dictionary.

On-brand written examples

The following examples are not meant to be prescriptive; rather, they demonstrate how the UW brand may be applied to various communications. Use these as a source of inspiration for developing your content.