BRAND

IDENTITY
STANDARDS
CONTENTS
This Branding Standards Manual is a reference point for all aspects of the Southeast Technical College brand. By adhering to these guidelines,
the college can project consistent design and messaging that grows awareness and increases recognition of STC.

3 OUR VOICE
4 COLOR PALETTE
6 LOGOS
14 TYPOGRAPHY
16 PHOTOGRAPHY
18 BRAND RESOURCES
24 SOCIAL MEDIA
29 WRITING STYLE GUIDE

STC BRAND IDENTITY STANDARDS 2

OUR VOICE
Practical, career-focused, and collaborative, BRAND PILLARS
Southeast Technical College's voice is all
about empowering students to take the next At Southeast Technical College, our workforce-centered mission is brought to life within

step in their professional journey. each of our brand pillars that exemplify how students not only prepare for careers but
prepare the right way for the right career. At Southeast Tech,
Our brand speaks to an audience of
ambitious individuals seeking to enhance OUR FACULTY AND STAFF ARE PASSIONATE ABOUT STUDENT SUCCESS
their skills and career prospects through In our teaching-first community, talented faculty, enthusiastic about their industry,
hands-on learning experiences. Our serve as the fuel to the engine of discovery. Staff focus on customer service to
institution, as well as our students, are: encourage students and customize educational experiences.
WE OFFER MULTIPLE PATHWAYS TO PROFESSIONAL
FOCUSED SKILLED DOERS ACCOMPLISHMENT
DETERMINED PROBLEM SOLVERS Learning experiences and opportunities encourage students to explore their
potential. Building on classroom knowledge with hands-on, real-world experiences
Our tone is professional yet approachable, is the best education for today’s world.
and it highlights our commitment to real- STUDENTS LEARN IN SKILLS-RELEVANT FACILITIES
world, industry-relevant education. True-to-life learning facilities help us deliver on our promise of a career-focused
experience. From healthcare simulation settings to vast machine shops, Southeast
When writing for Southeast Tech, focus
Tech students learn in facilities that match their future professions.
on the practical benefits of the programs
offered, alumni success stories, and
WE UTILIZE SIOUX FALLS AS AN EXTENDED CLASSROOM
Sioux Falls is South Dakota’s most robust and engaging city, offering students,
the collaborative nature of the learning
alumni and industry the opportunity to connect, extend valuable relationships and
experience. Highlight accolades and
build networks, starting on day one.
partnerships with industry leaders to
reinforce our credibility. Use direct quotes WE ARE A SMART INVESTMENT
from faculty and alumni to add a personal Our return on investment is great – both in terms of time spent and money saved.
touch and showcase the impact of Southeast The outcome is Southeast Tech graduates achieving great professional and
Tech's education. personal success.

Remember, this is a place where dreams

come true through hard work and practical
experience.

3 STC BRAND IDENTITY STANDARDS

COLOR PALETTE
Traditionally, Southeast Technical College PRIMARY AND ACCENT COLORS
has been represented by the color blue.
Although the shade has changed over time, PRIMARY
PANTONE 301
our students, staff and alumni have always CMYK 100-72-27-11
RGB 0-73-135
recognized a shade of blue.
HEX #004987

To create consistency, color palettes with

primary and secondary options have been
designed to represent Southeast Technical
College in print, screen and web platforms.

PANTONE 298
In print materials, PMS or CMYK variations
CMYK 64-10-1-0
should be used. Web, screen and other digital RGB 64-180-229
HEX #40b4e5
applications should use the HEX values for
RGB color assignments.

ACCENT
PANTONE 390
CMYK 34-12-100-0
RGB 181-189-0
HEX #b5bd00

PANTONE 27-8
CMYK 0-62-97-0
RGB 244-126-36
HEX #f47e24

PANTONE 2767 C
CMYK 75-45-0-71
RGB 20-40-75
HEX #14284B

100% BLACK

19% BLACK

STC BRAND IDENTITY STANDARDS 4

COLOR PALETTE WEB AND OTHER CONSIDERATIONS
WEBSITE COLORS
HEX #74D3FB
Southeast Technical College’s external
website, southeasttech.edu, has a specialized
color palette with multiple web-friendly HEX #40B4E5

variations on STC’s primary colors. These

shades are to be used on the official website, HEX #1479B1
auxiliary websites, and can be applied to
social media platform pages.
HEX #004987

HEX #002E54

OTHER COLOR EMBROIDERY

CONSIDERATIONS Since no direct equivalency from PMS to thread colors exist, STC has selected the
following shades of thread for embroidery projects:

FOR PANTONE 301 FOR PANTONE 298

• Mederia Classic 1042 • RA-9052 Blue Wisteria
• Imperial Blue 668R • Blue 413R

PAINT
For interior and exterior painting projects that are to comply with STC
branding standards, the following shades have been selected:
FOR PANTONE 301 FOR PANTONE 298 FOR PANTONE 2767 C
• Sherwin Williams • Sherwin Williams • Sherwin Williams
6965 Hyper Blue 7687 Fountain 6510 Loyal Blue

5 STC BRAND IDENTITY STANDARDS

LOGOS
The official logos for Southeast Technical
College utilize a complete formal name
as well as stylized iconography. There
are two primary variations for vertical Iconography:
Combined ‘ST’ imagery
and horizontal placements. Both the used as a symbolic
iconography and wordmark are unique representation of the
college.
and have been specifically crafted; do not
attempt to recreate it or any other part of
the logo.

Wordmark

Stacked Logo
To use in spaces with a square or vertical orientation.

Two-Line Logo
To use in spaces with a horizontal orientation.

STC BRAND IDENTITY STANDARDS 6

LOGOS ALTERNATIVE LOGOS
Several versions of the Southeast Technical
College logo have been created to suit a range
of needs. Alternative layouts, one-color and
reverse color options are available.

One-Line Logo
Reserved for when vertical space is limited and two lines of text is not permissible.

DO NOT ATTEMPT TO RECREATE ANY

OF THESE LOGOS.

Contact the Marketing Office for Horizontal Logo

assistance in determining when it’s In some instances, a horizontal logo may need to be used to fit the space available,
appropriate to use alternative logos or to such as promotional items, letterhead or digital advertising.
obtain artwork.

Reverse Option
When placing an STC logo on a dark background, the reverse option with a white
wordmark should be used to maintain proper contrast. Each layout version of the
logo has a reverse option available.

One-Color Option
In situations where the use of the three-color logo are limited, such as etching or
one-color embroidery, the white border around the ST monogram should be removed
to maintain proper spacing in the “S” and “T” portions of the emblem. Each layout
version of the logo has a one-color option available.

7 STC BRAND IDENTITY STANDARDS

LOGOS LIMITED USE LOGOS, ICONS AND VISUAL ELEMENTS
In some instances, it may be necessary to use
part of the logo. Alone, these graphics may
not be immediately recognizable as Southeast
Type-only Version
Technical College and are considered limited- In some instances, it may be necessary to omit the monogram. This version should be used sparingly.
use options that should only be used when a
full version is not available.

Utilizing a limited-use logo, icon

or graphic requires the express Compass Symbol and Monogram
permission of the Marketing Office. The compass and monogram should only be used alone for special occasions such as
on promotional items, social media and clothing.

90-Degree Triangle
The right-angle triangle from the compass and logo wordmark may be used to create additional
design elements and create visual interest in STC-branded materials. This element color should be PMS
298 in most instances. Alternative colors may only be used when needed for additional contrast.

GRADIENTS
Gradient applications of colors from the
approved palette may be used alone or with
photos and graphic elements to create depth
and additional visual interest in STC-branded
materials.

Gradient 1 Gradient 2 Gradient 3

PMS 301 to translucent, PMS 301 to PMS 298, PMS 298 to translucent,
applied at 180° applied at 90° applied at 45°

STC BRAND IDENTITY STANDARDS 8

LOGOS PROGRAM AND DEPARTMENT MODIFIERS
Visual identities of academic programs and
individual campus offices must reflect the
branding of Southeast Technical College. To
create distinction, modified logos with key
elements of the STC brand are incorporated Administrative Offices and
with program and office name. Academic Programs
Different offices or academic programs
on campus may have artwork for use
on their particular documents and
stationery. These are examples that have
obtained their specific artwork from the
Marketing Office. Artwork may have a
The standards discussed in other two-line and/or horizontal version to be
sections of this guide apply to each used where appropriate.
of the special programs and office STUDENT SUCCESS

identities. A sampling of modified

logos is shown.

Uniforms and Clothing

In some instances, program logos may
have wordmark and monogram features
SURGICAL TECHNOLOGY placed in different garment locations.

Sleeve Program Wordmark

Monogram

9 STC BRAND IDENTITY STANDARDS

LOGOS APPROPRIATE USE
STC logos are used only to identify Southeast
fig 10.1 fig 10.2
Technical College’s identity, its programs and
services. The development and use of any
other logo, mark and/or symbol is strictly
prohibited. The shape, proportion or color of
the STC logo may not be altered in any way
(fig 10.1). The logo may not be redrawn or
retyped (fig 10.2). SOUTHEAST
Technical College

fig 10.3
1"

SIZE AND PROPORTION fig 10.4

To ensure legibility, the vertical (stacked) STC

0.5"
logo should never be reproduced at sizes
smaller than 1 inch wide (fig 10.3). The primary
horizontal logo (two-line) should never be
reproduced at sizes smaller than 1 inch tall (fig
10.4).

The logo proportions should never be altered. fig 10.5 fig 10.6

Do not condense or stretch the logo (figs 10.5

and 10.6).

STC BRAND IDENTITY STANDARDS 10

LOGOS APPROPRIATE USE
CONTROL AREA AND
PLACEMENT
fig 11.1
Control Area
To be visually effective, Southeast Technical
College logos require an open area around it.
This open area is called the “Control Area.”
No other visual elements may appear in the
control area. The control area is a margin of
empty space around the logo equal to the
height of the ascender/descender utilized in
the ‘ST’ iconography (figs 11.1 and 11.2).

fig 11.2

Control Area

11 STC BRAND IDENTITY STANDARDS

LOGOS APPROPRIATE USE
BACKGROUNDS
Clarity and readability are key to the overall
strength of the Southeast Technical College
logo. The preferred color backgrounds for
the Southeast Tech logo are white, PMS 301
or a 45° gradient. (fig 12.1).

Colored backgrounds are acceptable;

fig 12.1
however, it is important to use care in
selecting the correct standard, reverse or
one-color version of the logo. (fig 12.2).

Do not place the logo on colored or

patterned backgrounds that impair its
readability (fig 12.3).

fig 12.2

fig 12.3

STC BRAND IDENTITY STANDARDS 12

LOGOS APPROPRIATE USE
BACKGROUNDS
Photographs may be used behind the logo, fig 13.1
however, care should be taken to ensure the
logo is unobstructed and is easy to read (fig
13.1 and 13.2).

UNIQUE SITUATIONS
Every so often, a situation arises that requires fig 13.2
a creative alternative to the special program
guidelines. Historical examples include
Housing, capital campaigns and president’s
reports.

Please contact the Marketing Office if

you have any questions regarding unique
situations.

13 STC BRAND IDENTITY STANDARDS

TYPOGRAPHY
Consistent typography reinforces Southeast SAN-SERIF FONTS
Technical College’s brand identity. To
fig 14.1 Gotham (Light)
provide flexibility and complement the
logo, the following typefaces have been ABCDEFGHIJKLMNOPQRSTUVWXYZ
selected for the Marketing Office and other abcdefghijklmnopqrstuvwxyz
professional designers and design services. 1234567890!@#$%^&*

fig 14.2 Gotham Condensed (Medium)

Most print and web materials at STC
utilize san-serif fonts. Gotham, Gotham ABCDEFGHIJKLMNOPQRSTUVWXYZ
Condensed and Proxima Nova have been abcdefghijklmnopqrstuvwxyz
selected (see figures 14.1, 14.2 and 14.3). 1234567890!@#$%^&*
A number of variations (i.e., light, book or
fig 14.3 Proxima Nova (Regular)
bold) may be applied.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
In instances where a serif font is desired, abcdefghijklmnopqrstuvwxyz
Adobe Caslon Pro (fig 14.4) and Berthold 1234567890!@#$%^&*
City (fig 14.5) are acceptable.

Typeface selection and size must be made

with consideration given to maximum
SERIF FONTS
legibility. Adequate contrast between type fig 14.4 Adobe Caslon Pro Regular
and background must also be ensured. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

fig 14.5 Berthold City Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*

STC BRAND IDENTITY STANDARDS 14

TYPOGRAPHY ALTERNATIVE FONTS
Calibri (fig 15.1) is an acceptable general use
font for Southeast Tech’s population. It can
be used on internal documents, memos, fig 15.1 Calibri Regular
letters and fliers. It compliments premium ABCDEFGHIJKLMNOPQRSTUVWXYZ
typography and is available on most PCs. abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*
For Media Communications students needing
a free alternative to Gotham for school fig 15.2 Area Normal
projects and assignments, Area Normal may ABCDEFGHIJKLMNOPQRSTUVWXYZ
be used. It is available on Adobe Fonts. When abcdefghijklmnopqrstuvwxyz
using, the point size will need to be reduced 1234567890!@#$%^&*
and additional tracking will need to be added.
(see fig 15.2).

WEB FONTS
In web and online applications, sans-serif fonts
should be set in the following order:

NOTE: The fonts used on the Southeast Tech

website are automatically applied as users
enter copy through the content management
system.

• Proxima-nova
• Univers
• Calibri
• Myriad Pro
• Myriad
• Geneva
• Helvetica Neue
• Helvetica
• Arial

15 STC BRAND IDENTITY STANDARDS

PHOTOGRAPHY
Southeast Technical College photography
and videography should be close, action
shots that exemplify STC’s approach to
hands-on learning. Images should be clear,
visually interesting and showcase true-to-
life learning spaces. Whenever possible,
real STC students and faculty should be
used and subjects should reflect all forms
of diversity.

FILES AND USE

The STC Marketing Office maintains a
supply of marketing photos and videos.
These files are for use only in promoting
STC and may not be used by any off-
campus entity without permission from the
STC Marketing Office.

STC BRAND IDENTITY STANDARDS 16

17 STC BRAND IDENTITY STANDARDS
BRAND RESOURCES
To maintain consistency across campus, ENVELOPES
the Marketing Office has provided faculty fig 18.1 – #10 Envelope (not actual size; actual size is 9.5x4.125 inches)
and staff branding resources to use in
their own initiatives, including stationery,
templates and display items. Downloads of
electronic items can be found on myTech
in the Employee tab, under “Marketing and
Communications.”

Paper products with Southeast Technical

College branding fall under the stationery
umbrella. All stationery, including, but not
limited to, letterhead, envelopes, notecards,
folders, tablet pads, name tags and business
cards must have the same appearance
and meet branding guidelines. It many not
be reproduced without the approval and The #10 envelope is STC’s standard size envelope. It is also available with a window.
consent of the Marketing Office. Alternate sizes include 6x9 and 10x13. When a non-standard size of envelope is needed, or
when an office or department name is needed in the return address, contact the Marketing
Each academic year, all departments on
Office for assistance.
campus will be able to place orders for their
individual department needs. The Marketing
Office will facilitate that order to ensure
quality, branding and economical bulk
pricing.

STC BRAND IDENTITY STANDARDS 18

BRAND RESOURCES STATIONERY AND ENVELOPES
LETTERHEAD
STC letterhead is available through the
college’s annual stationery purchase and
in electronic format. The electronic version
can be accessed under “Marketing and
Communications,” under the Employee tab on
myTech.

fig 19.1 – Letterhead (not actual size;

actual size is 8.5x11 inches)

19 STC BRAND IDENTITY STANDARDS

BRAND RESOURCES BUSINESS CARDS
The approved business card design is shown fig 20.1 – Business Card (actual size shown)

in figure 20.1. The left side is consistent in all

versions with the Southeast Technical College
logo, campus mailing address, website and
icons representing the college’s social sites. Logo
The right side is individualized with name,
credentials, job titles, office phone and fax
numbers and email address. Campus Address

Website
The business card order form is accessible on
Social Sites
myTech in the Employee tab under Marketing
and Communications.

Name & Credentials

Direct Line
Toll Free
Fax
Email Address

STC BRAND IDENTITY STANDARDS 20

BRAND RESOURCES NAME TAGS AND EMAIL SIGNATURES
NAME TAGS fig 21.1

The approved name tag design is shown in fig

21.1 and can be ordered with an online form
[First Last]
accessible on myTech in the Employee tab
[Department]
under Marketing and Communications.

Name tags include name, job title and the STC

logo. Due to spacing constraints, job titles
may be no more than two lines of text, with
a maximum of 50 characters per line. They
are made of a durable plastic with a magnetic
back.

EMAIL SIGNATURES fig 21.2

STC asks all employees to have a uniform,

consistent email signature. The Email
Signature Creator is available on myTech
in the Employee tab, under Marketing and
Communications. There is a main version (fig
21.2) and an alternate version for replies (fig
21.3).
fig 21.3

21 STC BRAND IDENTITY STANDARDS

BRAND RESOURCES DISPLAY ITEMS
Southeast Technical College academic
departments and other divisions may order
select display items for use at events and
for recruiting. The design will adhere to
branding standards and be consistent with
other similar materials across campus. Logo
modifiers are permissible on these items. The
Marketing Office will provide a cost estimate
so departments can submit requisitions for the
items.

BANNER STANDS
Pop-up banner stands are approximately 3’
wide by 6’ tall with vinyl or fabric graphics and
fig 22.1 – Banner stands
silver casing. See fig. 22.1.

TABLECLOTHS
Tablecloths are convertible covers that work
on a 6’ or 8’ table. See fig. 22.2.

fig 22.2 – Artwork for

branded tablecloth.
To order display items for a campus
office or department, please contact
the Marketing Office.

STC BRAND IDENTITY STANDARDS 22

BRAND RESOURCES TEMPLATES
POWER POINT
The Marketing Office provides several
variations of branded Power Point templates POWERPOINT TEMPLATE
Presentation Name
for general campus use. These can be
POWERPOINT TEMPLATE POWERPOINT TEMPLATE
accessed on myTech. Presentation Name Presentation Name

POWERPOINT
TEMPLATE
Presentation
Name

POWERPOINT TEMPLATE POWERPOINT TEMPLATE

Presentation Name Presentation Name

23 STC BRAND IDENTITY STANDARDS

SOCIAL MEDIA
All Southeast Technical College-affiliated OFFICIAL SOUTHEAST TECHNICAL COLLEGE ACCOUNTS
social media accounts will follow the
branding standards set forth in this FACEBOOK
Branding Identity Standards manual. handle: @SoutheastTechSD
This includes tone and a conversational URL: www.facebook.com/SoutheastTechSD/
approach; appropriate sizing, placement
and aspect ratios of all STC logos; and X-TWITTER
the correct use of color palettes and handle: @SoutheastTechSD
URL: twitter.com/SoutheastTechSD
typography.

Do not post confidential or proprietary INSTAGRAM

information about STC students, employees handle: southeasttechsd
or alumni. Employees must still follow URL: www.instagram.com/southeasttechsd/
applicable federal requirements such as
LINKEDIN
FERPA and adhere to all STC privacy and
handle: Southeast Tech
confidentiality policies. Employees who
URL: www.linkedin.com/school/southeast-technical-institute/
share confidential information do so at the
risk of disciplinary action. YOUTUBE
handle: @SoutheastTech
URL: www.youtube.com/@SoutheastTech

STC BRAND IDENTITY STANDARDS 24

SOCIAL MEDIA OFFICIAL ACCOUNTS
APPROVED DEPARTMENT SOUTHEAST TECH DIGITAL MEDIA PRODUCTION
AND ORGANIZATIONAL URL: www.facebook.com/SoutheastTech.DigitalMedia
ACCOUNTS SOUTHEAST TECH EARLY CHILDHOOD
handle: @SoutheastTechEarlyChildhoodProgram
URL: www.facebook.com/SoutheastTechEarlyChildhoodProgram

To order display items for a campus SOUTHEAST TECHNICAL COLLEGE FOUNDATION

office or department, please contact URL: www.facebook.com/SoutheastTechFoundation
the Marketing Office.
SOUTHEAST TECHNICAL COLLEGE - HOVLAND LEARNING CENTER
URL: www.facebook.com/HovlandLearningCenter

SOUTHEAST TECH HORTICULTURE TECHNOLOGY

handle: @STHorticulture
URL: www.facebook.com/STHorticulture

SOUTHEAST TECH NURSING

handle: @SoutheastTechNursing
URL: www.facebook.com/SoutheastTechNursing

SOUTHEAST TECH MEDIA DESIGN TECHNOLOGY

handle: @SoutheastTechMediaDesignTechnology
URL: www.facebook.com/SoutheastTechMediaDesignTechnology

THE GRILLE AT SOUTHEAST TECHNICAL COLLEGE

handle: @TheGrilleatSTC
URL: www.facebook.com/TheGrilleatSTC

25 STC BRAND IDENTITY STANDARDS

SOCIAL MEDIA ACCOUNT SETUP
REQUESTING AN ACCOUNT Requests for pages may be made to [email protected]. Please prepare
responses to the following questions with the request:

• What group or department is requesting an account?

• On what platform?
• Who will be responsible for managing, monitoring and updating the page, and who
will be that person’s backup? Please provide a short relevant bio of each.
• If this is a request for a student organization or a student has been identified as
managing a page, a full-time Southeast Technical College employee must also be
identified as a page manager. Please list this person.
• What is the plan to create and curate content? Please provide some details about
your strategy.
• What are the goals of your page?
• Please provide 3-5 examples of posts. Include headlines, tags, hashtags and artwork.
• How will effectiveness be measured?

The Marketing Office will address each application and assist in setting parameters for
each new account. Additionally, Marketing staff will have administrative access on every
STC-affiliated social media account.

STC BRAND IDENTITY STANDARDS 26

SOCIAL MEDIA STANDARDS AND GUIDELINES
COPYRIGHT AND FAIR USE NON-DISCRIMINATION STUDENT ORGANIZATIONS
Never disclose information that is private or You may not engage in actions that All student organization accounts must be
commercially sensitive. Respect copyright. constitute discrimination, sexual harassment/ overseen by a full-time advisor or faculty
Don’t use images or content generated harassment/retaliation/disparagement based member who also serves as an administrator
elsewhere without permission. on protected categories, such as race, color, on the page, in addition to the Marketing
sex, age, sexual orientation and disability. Office staff.

LOGOS
PERSONAL PAGES RIGHT TO DEACTIVATE
Do not use the Southeast Technical College
Employees must keep personal social media Southeast Tech Marketing staff must have
logo or other college images or iconography
pages separate from institutional department administrative access to all STC-affiliated
on personal social media sites. Do not use
or organizational pages. Do not represent social media sites. If an account becomes
Southeast Tech’s name to promote a product,
Southeast Tech on your personal pages, and inactive or does not follow institutional policy,
cause or political party or candidate. See
do not express personal views or opinions on the Marketing Office retains the right to
pages 6-13 of this handbook for full logo use
a Southeast Tech-affiliated site. Remember, deactivate or delete the account(s).
guidelines.
anything an employee posts on a social media
site represents on Southeast Tech as an
institution of higher education. TERMS OF SERVICE
NAMING CONVENTIONS
Obey the Terms of Service for all social media
All Southeast Tech-affiliated social media
Users and administrators of social media sites platforms.
accounts will be named in a manner that
may not use the sites for personal benefit
maintains consistent standards for naming and
or gain, for the benefit or gain of other
ownership.
individuals outside the organization or in a
Examples: way that compromises the security or integrity
of Southeast Tech property, information or
• Southeast Tech Horticulture
software.
• Southeast Tech Early Childhood
• Southeast Tech Student Government
Association

27 STC BRAND IDENTITY STANDARDS

STC BRAND IDENTITY STANDARDS 28
WRITING STYLE GUIDE
Consistency of voice is key to maintaining
clear and professional messaging.
Southeast Technical College follows
Associated Press style for general
punctuation, grammar and style, with some
exceptions for situations and circumstances
specific to STC as an institution.

Common styles and exceptions are listed

on the following pages. Further clarification
can be found in the AP Stylebook.

Please refer to “Our Voice” on page 3 for

further guidance with voice, tone and brand
style.

29 STC BRAND IDENTITY STANDARDS

ACADEMIC DEGREES ADDRESSES
Academic degrees should be lowercase unless Abbreviate Ave., Blvd. and St. when used in a
the full name of the degree is used: specific address. Spell out when no specific
address is used. Always spell out Road, Drive,
• associate degree, bachelor’s degree,
master’s degree, doctoral degree (or Lane and any other such words. Examples:
doctorate)
• STC’s address is 2320 N Career Ave.
• Associate of Applied Science, Bachelor
• STC is located on North Career Avenue.
of Arts, Master of Science
• The student lives at 555 Sioux Drive.
• Correct abbreviations: AAS, B.A., B.S.,
M.A., M.S., Ph.D., M.S.Ed., MBA
AND VS. &
Do not use an ampersand in place of the word
ACADEMIC PROGRAMS
“and” unless it is part of an organization’s
On first reference, all academic programs formal name. Examples:
and program category names (Business,
• Ed Wood Trade and Industry Center
Information Technology) are capitalized
and referred to by their full name. Shorter • U.S. News & World Report

versions with capital letters are acceptable on

subsequent references. Examples: BUILDING NAMES
Andera Hall
• Horticulture Technology, Horticulture
Boyce-Marshman Link
• Automotive Technology, Auto Tech
• Information Technology, I.T. Ed Wood Trade and Industry Center

Additionally, the word “program” is not George S. Mickelson Center

capitalized. Examples: The HUB

Hummel-Nicolay Hall
• Dental Assisting program
• Southeast Technical College’s Nursing Scarbrough Childcare Center
programs Southeast Technology Center
• Business Administration program
Terrence Sullivan Health Science Center

STC BRAND IDENTITY STANDARDS 30

CAMPUS NAME GRADES
“Southeast Technical College” should always Overall GPAs should be written as “3.0 GPA.”
be used on a first reference. “Southeast Tech”
Grades referring to specific coursework should
and “STC” are acceptable on subsequent
be written as “B Average.”
references.

CANCELED, CANCELING, HEADLINES

CANCELLATION Most words in headlines, subheadlines and
document titles are capitalized. Words that
DATES are not capitalized include:
Use just the date and the numeral – no “th,”
• Articles (a, an, the)
“nd” or “rd.” Days of the week should always
be spelled out. Months should be spelled out • Coordinating conjunctions (and, but, for)

unless a specific date is used. Commas should • Prepositions (at, by, from)
set off the day, date and year. Do not use “of” Additionally, a single quotation mark is always
between the month and year. Examples: used in a headline.

• He graduated in December 2019 with

a degree in Invasive Cardiovascular I.T. - INFORMATION TECHNOLOGY
Technology.
MYTECH
• He graduated Saturday, Dec. 14, 2019,
myTech is Southeast Tech’s intranet portal
with a degree in Invasive Cardiovascular
Technology. name. The “m” should be lower case. When
using at the beginning of a sentence, precede
Some months should not be abbreviated,
it with Southeast Tech. Southeast Tech’s
even with a date. Use the following: Jan., Feb.,
myTech portal....
March, April, May, June, July, Aug., Sept., Oct.,
Nov. and Dec.
MOBILE ID
The name for STC’s identification for students
and employees. Formerly ONECARD or 1Card.

NEXT-GENERATION ACCUPLACER

31 STC BRAND IDENTITY STANDARDS

NUMBERS TEAS
Spell out one through nine. Use numerals for Spell out on first reference. Write as: Test of
ages and dimensions (height, weight), but Essential Academic Skills (TEAS).
spell out one through nine for distance. Use
numerals for percentages, and spell out the TIME
word percent. Examples: Use periods in a.m. and p.m. and separate
them from the number. When using a start
• He is 30 years old and has a 2-year-old
and end time, separate with an en-dash or by
son.
using “to” and “from.” Examples:
• She is 5 feet 6 inches tall.
• She ran six miles and then biked 10 miles. • The bookstore is open 10 a.m.­­–4 p.m.

• STC experienced a 7 percent growth in • The bookstore is open from 10 a.m. to 4

enrollment. p.m.

If the start and end time are both a.m. or

OXFORD COMMA both p.m., list it only after the second time.
In general, the Oxford comma is not used. Example:

• The American flag is red, white and blue. • The bookstore is open 1–5 p.m.

An exception is made when there is a TIME SPANS

conjunction in one of the elements of the When referencing a span of years, use a
series or if the sentence is composed of a hyphen and drop the first two numbers of
series of complex phrases. the second year. If the years span a century
• I had orange juice, toast, and ham and change, use all four numbers of the second
eggs for breakfast. year.

• 1971-89
PHONE NUMBERS • 2012-15
Use dashes as separators between the area
• 1989-2011
code, prefix and last four numbers. Example:
Use an “s” without an apostrophe after
• 605-367-6040 the year to indicate spans of decades or
centuries. Use an apostrophe before the
RÉSUMÉ year for class years or abbreviations to
Use accent marks in all instances. indicate the first two numbers of the year
are omitted. An apostrophe after the year is
THE GRILLE needed for possessives. It is important that

STC BRAND IDENTITY STANDARDS 32

the apostrophe points in the correct direction:
down and to the left.

• The college was founded in the 1960s.

• Bob belonged to the class of 1999.
• Megan belonged to the class of ’03.
• The presidential election was 1980’s
biggest news story.

WEB TERMS
Lowercase internet, online (no hyphen), email
(no hyphen), website and webpage.

33 STC BRAND IDENTITY STANDARDS

Updated:September29,2023