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Marketing and Communications Editorial Guidelines

Seeing the Big Picture

We’re proud that students, faculty, staff, and alumni, and journalists want to share about our college. Doing so in a consistent manner helps make our stories, achievements, and brand more recognizable. The guidelines below are meant to elevate the reputation of the college and assist those who are just learning about us to easily find out more.

When referring to the College of Education, Health, and Human Sciences for the first time, use the full name, including the name of the university. Note that the comma is required, and Knoxville should be set off with a pair of commas in running text.


The University of Tennessee, Knoxville’s College of Education, Health, and Human Sciences (CEHHS).

The College of Education, Health, and Human Sciences at the University of Tennessee, Knoxville (CEHHS).

On second and subsequent references to the college, use only CEHHS.


CEHHS offers graduate and undergraduate degrees.

If you have questions about the event, contact the CEHHS Office of Marketing and Communications


Inclusion of “the University of Tennessee, Knoxville,” is not required when referencing the college in major, well-branded university publications, such as magazines and annual reports. Simply using the College of Education, Health, and Human Sciences is acceptable.

Using only Haslam on second and subsequent references can often become cumbersome or repetitive for the reader. Using “the college” is acceptable to avoid repetition.

Unacceptable Stylings



College of Education

For further information about referring to the University of Tennessee:

When referring to your department for the first time, use the full name, including the name of the college.


The Department of Theory and Practice in Teacher Education at the University of Tennessee’s College of Education, Health, and Human Sciences.

The College of Education, Health, and Human Sciences offers both graduate and undergraduate degrees within the Department of Theory and Practice in Teacher Education.

As important as our words are for telling our stories, it is critical that we get them right.

The purpose of these standards is to advise writers and editors on good editorial judgment and decision making and to ensure consistency in our words across university communications. They’re not intended to apply to academic writing, where many areas have a discipline-specific style—for example, American Psychological Association or Council of Science Editors.

As issues arise in your copy editing, check here first for university-approved styling, including information about how to refer to the institution. If the issue isn’t covered here, consult the following guides based on the type of communication.

For all university publications and websites, refer to the most recent edition of the Chicago Manual of Style.


Chicago’s preferred dictionary is the current edition of Webster’s Third New International Dictionary (available by subscription) or its abridged edition Merriam-Webster’s Collegiate Dictionary (free online).

Associated Press

For all news releases, media advisories, and other communications sent directly to news media professionals, refer to the most recent edition of the Associated Press Stylebook.

Logo guidelines can be found here.

Departments, programs, centers, institutes or other units within the college should not use or create logos or wordmarks of any kind.

Where department unit should be identified on a piece, the department’s name should appear in plain text (preferably Gotham) opposite the College logo. Department name should never appear as part of the College logo. If space is restricted, departments should defer to the College logo alone. Using the Power T alone in conjunction with a name outside of approved lockups or logos is not permitted.

Logo shortcuts with the Power T and the unit name, also available, should only be used for small promotional materials on which the longer form logos are impractical. Examples include pens and flash drives.

The Power T square icon with College or Department abbreviation should ONLY be used as social media icon unless otherwise approved

Never use the university seal. It is reserved for use by the Office of the Chancellor.

Color variations

Standard (preferred)

Logos should appear in the standard color configuration whenever possible. NOTE: The power T is white, not transparent, and the wordmark is Smokey Grey not black.

Reversed on Orange

When placed on a background of UT Orange, the wordmark should be white, and the icon block should be reversed out (orange Power T in a white block).

Reversed on Dark

When placed on a dark background, the wordmark should be white. The icon block is still orange and white.

If you need a one-color logo or shortcut for use on merchandise, you should provide a licensed vendor with one of the supplied EPS files. One-color logos may only be reproduced in UT Orange, white, or Smokey Grey.

We strive for clean, minimalistic design that incorporates strong photography and bold color, grounded in orange and smokey.

The UT brand book sets out several tiers of color palettes that are available for use in marketing publications. Whenever possible, the primary palette of UT orange, white and smokey should be used on its own.

Some publications require accent colors for interest. In the second level of palette colors CEHHS primarily uses globe, with occasional accents of torch.

Text that appears on a colored background should be white.

Black should never be used in CEHHS marketing materials, even as a font color. Use smokey instead, or 80% black.

Smokey text should never appear on an orange background or orange text on a smokey background.

Gotham is the university’s primary typeface. It’s a clean, modern, sans-serif typeface that works well for display copy, body text, and everything between. Georgia is also a good body text that is usually included in free font stacks and design/writing programs.

Learn more about the university’s branding guidelines and standards at