Marketing Standards & Guidelines

Projecting a unified visual identity for The Sullivan University System (SUS) involves more than simply creating and implementing a logo. Graphic standards provide a sound, flexible structure for using logos, color and typography — a graphic “vocabulary” unique to SUS. By consistently following these graphic standards, SUS’ visual identity will become established and recognized. Failure to properly use these elements reduces our ability to communicate with The System’s many audiences and diminishes the identity’s value.

Estimated Time For Project Tasks

  • Creative Meeting (if needed): 2 business days
  • Copywriting: 2 business days
  • Design: 2 business days
  • Approvals: 2 business days
  • Revisions: 2 business days
  • Proofing: 1-5 business days or more if revisions needed
  • Printing: 5 business days
  • Shipping : 1-5 business days depending on location
  • Mail Co. Processing List/Pieces: 4 business days
  • Mailing First Class: 1-3 business days local
  • Mailing Bulk Rate: 6-8 business days (varies)

Estimated Time For Project Types

  • Banner: 8 business days (longer if shipping to Lex/Ft. Knox)
  • Billboard: 3 months
  • Blog Requests: 6 business days
  • Brochure: 1 month
  • Business Card: 6 business days
  • Card: 6 business days
  • Digital Campaign: Pay-per-click: 6 business days
  • Digital Campaign: Social: 6 business days
  • Digital Campaign: Website Adv.: 6 business days
  • Email Blast Request: 6 business days
  • Envelope: 6 business days
  • Event: 2 months
  • Flyer: 8 business days
  • Form (duplicate): 8 business days
  • Form (triplicate): 8 business days
  • Gift Card (depending on vendor): 11 business days
  • Hallway Direction: 10 business days (varies if in stock)
  • Herald Photo Requests: Schedule appointment with Creative Communications
  • Insert: 8 business days
  • Letterhead Envelope: 6 business days
  • Magazine Ad: 8 business days
  • Mail Piece – see mailing above: 2 months
  • Newspaper Ad : 6 business days
  • Other Special Requests: TBD
  • Photo Requests: 3 months (schedule photographer)
  • Poster Special Order: 10 business days
  • Press Release: 5 business days
  • Print: Other varies with item: 8 business days
  • Radio Commercial Copy: 8 business days
  • School Newspaper : 6 months
  • Signage: Other: 8 business days
  • Social Network: 6 business days
  • Story Request: 6 business days
  • STSV Poster: 6 business days
  • Video: 2 months (schedule well in advance)
  • Web Banner: 6 business days
  • Web Form Request: 1 month depending on difficulty of project
  • Web Landing Page : 1 month depending on difficulty of project
  • Web Online Survey: 6 business days
  • Web Page/Site (Changes): 1 month depending on difficulty of project
  • Web Page/Site (No Changes): 3-5 months

Note: All timelines are estimated and actual timeline may vary.

Need a logo? Download logos here!

These logos are SUS’ official identifying marks. These are basic elements in the application of a unified visual identity.

SUS’ logos consist of two parts: the flame and the wordmark. The flame and wordmark should never be arranged differently than the examples we've provided, or combined with other design elements.

The logos are uniquely rendered. They cannot be redrawn, duplicated or modified in any way.

Minimum Logo Size

The SUS school logos have been designed for use in a wide variety of sizes. However, a logo should never be reproduced so small that it becomes illegible or unnoticeable.

In print, the minimum logo size is a half-inch, measured as the height of the flame. Never print the logo smaller than this.

For on-screen uses, the minimum logo size is 100 pixels, measured as the height of the flame. Never display the logo smaller than this.

Clear Space

The logos should always be surrounded by a buffer area of clear space to separate it from text and other graphic elements, as well as the edge of the page. No other elements should infringe upon this space.

The minimum clear space needed is specified relative to the height of the flame. For example:

  • If the flame height is 1", the required clearspace surrounding the logo is 1/2".
  • If the flame height is 1⁄2", the required clearspace surrounding the logo is 1/4".

Unacceptable Logo Usage

The logo is uniquely rendered. It cannot be redrawn, duplicated or modified in any way. While computer software has made it easy to modify graphics, please resist the temptation.

A consistently applied system of identification creates a distinctive visual profile. Any changes made to the logo undermine this goal and can, over time, defeat the entire purpose of our identity and graphic standards.


Whenever possible, print the logo in the school colors. However, when this isn’t possible, it is acceptable to print the logo as solid black or pure white.

The logo should be reproduced so that it is easily seen and recognized. Always place the logo on a solid, contrasting background. Do not place the logo on a busy or complicated background.

Use only the color configurations we've provided. No other colors or configurations are acceptable for the logo.

Typography, used consistently, is one of the most important design elements in establishing a recognizable graphic identity. From hundreds of typefaces available, the Book Antiqua font family has been selected for use in SUS school logos. These typefaces are attractive, functional and versatile enough for use in a wide variety of applications.

Individual schools, departments or offices may not create or produce their own letterhead, envelopes, business cards or any other stationery. Creative Communications staff members are available to assist offices in designing these materials. To place an order, contact Evelyn Kuhn at

The Sullivan University System utilizes the AP Stylebook when writing and editing all System-related material. Specific style questions should be directed to Caitlan Cole, our content editor, who you can reach at or 502.741.5917.

Style Guide

Use an apostrophe in bachelor's degree, a master's, etc., but there is no possessive in Bachelor of Arts or Master of Science.

Also: an associate degree (no possessive).

Use such abbreviations as B.A., M.A., LL.D. and Ph.D. only when the need to identify many individuals by degree on first reference would make the preferred form cumbersome. Use these abbreviations only after a full name — never after just a last name.

When used after a name, an academic abbreviation is set off by commas: John Snow, Ph.D., spoke.

Do not precede a name with a courtesy title for an academic degree and follow it with the abbreviation for the degree in the same reference.

In general, spell out one through nine: The Yankees finished second. He had nine months to go.

Use figures for 10 or above and whenever preceding a unit of measure or referring to ages of people, animals, events or things.

In general, confine capitalization to formal titles used directly before an individual's name.

The basic guidelines:

LOWERCASE: Lowercase and spell out titles when they are not used with an individual's name: The president issued a statement. The pope gave his blessing. Lowercase and spell out titles in constructions that set them off from a name by commas: The vice president, Nelson Rockefeller, declined to run again. Pope John XXIII, the current pope, does not plan to retire.

FORMAL TITLES: Capitalize formal titles when they are used immediately before one or more names: Pope John XXIII, President Barack Obama, Vice Presidents John Jones and William Smith.

A formal title generally is one that denotes a scope of authority, professional activity or academic activity: Sen. Dianne Feinstein, Dr. Benjamin Spock, retired Gen. Colin Powell.

Other titles serve primarily as occupational descriptions: astronaut John Glenn, movie star John Wayne, peanut farmer Jimmy Carter.

A final determination on whether a title is formal or occupational depends on the practice of the governmental or private organization that confers it. If there is doubt about the status of a title and the practice of the organization cannot be determined, use a construction that sets the name or the title off with commas.

Academic Titles. Capitalize and spell out formal titles such as chancellor, chairman, etc., when they precede a name. Lowercase elsewhere. Lowercase modifiers such as department in department Chairman Jerome Wiesner.

Email is an important tool for corresponding with prospective students. When communicating via email, providing proper content is imperative to conveying a professional image and delivering good customer service. The guidelines below will assist you in determining the right content to include in your email efforts. Additionally, and perhaps most importantly, following the below best practices will prevent the organization’s email efforts from being identified as spam by email ISPs.

  • Be brief. Your responses should be clear, brief and concise. The reader should not have to dig through several paragraphs to find the information requested. Take the time to review the question and then provide a personalized response. Additionally, do not include irrelevant information in your responses; it is unnecessary and will likely be disregarded by the reader.
  • Never use text-messaging style abbreviations (e.g., LOL, OMG). We want to portray a professional, respected image anytime we speak with students and prospective students.
  • Never use emoticons. Emoticons [e.g., :) or ;)] are never acceptable for use in business emails. Take the time to compose emails that make it clear our language is cheerful and friendly and there will be no need to use emoticons.
  • Use consistent font types and sizes. Stick with Times New Roman or Helvetica. These fonts are easy to read and familiar to most people. Additionally, keep font sizes consistent throughout the entire email. Sizes 10 or 12 are generally best.
  • Avoid font colors or highlighted text. Varying font colors and highlighted text are distracting and unprofessional. When it is appropriate to emphasize certain words or phrases, bolding or underlining is correct. Keep emails short and to the point so the entire message is relevant, not just certain parts of the email.
  • Avoid ALL CAPS and excessive exclamation (!!!!). Writing in all caps is comparable to shouting and is considered bad email etiquette. Lastly, only one exclamation point is needed to convey excitement!
  • Refrain from including attachments. Email attachments will considerably increase chances of being flagged by firewalls and email ISPs (Yahoo!, Gmail) as a threat or spam. Too many flags from an email ISP will cause The Sullivan University System to be blocked completely. This result could be devastating to the organization’s recruiting efforts.
  • Rather than attaching important documents to an email, the best practice is to refer the reader to relevant documents via a webpage. If the information you need to send out is not currently available online, Creative Communications can develop a solution for you.
  • Signature standards. Your email signature should include the following information:
    • Full Name
    • Title
    • Campus
    • Office Phone
    • Cell Phone (if applicable)
    Helpful links you may also include within your email signature include your campus’ Request for More Information website or Facebook page.
    Refrain from using different colors and types of font, unnecessary links and web addresses, quotes, images, etc. in your signature. In addition to being annoying, long email signatures clog up correspondence with useless information.
  • Use a subject line and make it appropriate (short, sweet and relevant). A meaningful subject line helps the reader identify the topic, prioritize the email and find it quickly again at a later stage. The subject line should summarize exactly what the message is about, identify the company or person that sent it and avoid trigger words like “Free,” “Save,” “Discount” and “Click here.” Email ISPs will almost always categorize these emails as spam. Other trigger words include:
    • “Apply Now”
    • “Call Now”
    • “Information You Requested”
    • “Act Now”
    • “Apply Online”
    An example of an appropriate subject line is “Sullivan University - Admissions Process” or “Sullivan Online - Ordering Books.”