Guidelines
Copywriting
Copywriting for Ted Rogers School of Management and the Ted Rogers MBA should be developed with our brand platform in mind. Language, voice and tone must properly reflect our innovation and entrepreneurship spirit – pushing expectations and defying convention.
Please refer to the keywords listed on this page as a starting point for writing original content.
Our students
- Problem-solvers
- Collegial & collaborative
- Creative
- Skilled
- Courageous
Our school
- Contemporary
- Connected
- Urban
- Vibrant
- Energetic
Our values
- Entrepreneurial
- Diverse
- Skilled
- Confident
- Respected
- Bold
Style Guide
(PDF file) Marketing and Communications Style Guide (opens in new window) is a useful resource to help you produce consistent and clear communications. Check it out for helpful advice on topics such as inclusive language, punctuation, capitalization and much more. Many specific examples are included.
Photography Style
Our photography style has been developed with our brand platform in mind and in line with the university’s brand standards on photography. It is about visualizing innovation and entrepreneurship – pushing expectations and defying convention. This is shown through a more honest and authentic approach that is documentary in style.
All photography should properly reflect the brand personality and style. When shooting or sourcing photographs, please refer to the keywords listed below:
- Candid and real
- Focus on action and innovation
- Context is key: use wide shots with deep depth of field
- Straight-on angles
- Diverse mix of portraits, city scenes and campus locations
- Unfiltered, authentic colour and natural contrast
Clifton Li
cliftonliphoto.com
647-281-2999
clifton@cliftonli.com
Mark Blinch
markblinch.com
416-817-6570
mblinch@gmail.com
Jacklyn Atlas
jacklynatlas.com
416-795-6466
hi@jacklynatlas.com
Graphic Style
TRSM uses a graphic device that consists of horizontal lines in our brand’s primary colours to add visual interest. The graphic lines unite our toolkit elements and create a distinct visual language separate from but related to the university’s graphic style.
In the layout these lines create visual interest through balance and movement. They create a dynamic effect on the layout grid by counter-balancing headline copy and photography. With thoughtful usage, these lines communicate our progressive and unique brand personality.